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For Doctors: SEO is Dead, Social is Alive

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For Doctors: SEO is Dead, Social is Alive

Medical experts, ranging from plastic surgeons to cosmetic dermatologists, have developed monolithic web marketing strategy: get top ranking on google. With social media, doctors need to shift to a patient-centric marketing effort where less time is spent pleasing the robot (google) and more helping consumers get informed.

Accompanying blog post is here: http://www.medibeauty.biz/doctors-seeking-patients-should-think-social-seo/

Slides annotated from the Cosmetic BootCamp meeting, July 2012.

Medical experts, ranging from plastic surgeons to cosmetic dermatologists, have developed monolithic web marketing strategy: get top ranking on google. With social media, doctors need to shift to a patient-centric marketing effort where less time is spent pleasing the robot (google) and more helping consumers get informed.

Accompanying blog post is here: http://www.medibeauty.biz/doctors-seeking-patients-should-think-social-seo/

Slides annotated from the Cosmetic BootCamp meeting, July 2012.

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For Doctors: SEO is Dead, Social is Alive

  1. 1. SEO is dead. Social is alive. Shifting to a Patient-Centric Marketing Strategy Tom Seery, CEO/Founder July 2012, Cosmetic BootCamp
  2. 2. For dermatologists, marketing was once never a consideration. Patients came via word of mouth or doctor referrals. Do you like your dermatologist? Dr. Taylor at the PolyClinic is great
  3. 3. Yellow Pages was the first step into marketing, because she could find you without relying on a friend’s recommendation
  4. 4. Then came the WWW, and doctors built a website to reach her with greater detail than afforded by phone books
  5. 5. With the first search engines, it became clear ranking mattered
  6. 6. Google shifted doctor’s entire online marketing attention to pleasing the robot, away from her information needs Image: Robot courtesy of SEOmoz
  7. 7. SEO consultants made big promises: #1 Google ranking …but never explained how they got robot love
  8. 8. With SEOs driving, doctors developed a web presence solely to please the robot (Google) Link Keyword schemes stuffing Multiple websites
  9. 9. Stuffing
  10. 10. Link Schemes
  11. 11. Copy written to trick the robot…
  12. 12. And terrible articles designed to get a free link, not to inform
  13. 13. Many of you still have link schemes that hurt you, live on your site
  14. 14. Google has 1000 PhDs determined to outsmart an SEO consultant
  15. 15. Evidenced by SEO-scheme sites traffic pattern
  16. 16. Social media is back to WOM, but on steroids. The robot and you feel marginalized or stay marginal Social media
  17. 17. What’s taken share from SEO-plays? Social (RealSelf is the leading social site in cosmetic aesthetics)
  18. 18. RealSelf is patient-centric, which focuses doctors on helping her, not the robot Doctor Patient Q&A stories Photos
  19. 19. “The world is in the middle of an ongoing conversation. A marketer’s challenge and job is to enter that conversation.” --John D. Hayes Chief Marketing Officer, American Express
  20. 20. It’s easy to conclude social media is silly
  21. 21. …or downright inappropriate
  22. 22. Social has significant value to aesthetic consumers who want to reduce risk of making a bad decision
  23. 23. 3 REASONS Practices Should Become Socially Engaged
  24. 24. Your reputation
  25. 25. Doctors dread these
  26. 26. Leaving doctors to often see the web as a mob that’s determined to burn reputations
  27. 27. There is no angry mob 87% of RealSelf doctor reviews are positive
  28. 28. Online reviews contradict the law of "large numbers" that would imply a normal distribution http://archive.nyu.edu/bitstream/2451/14951/3/usedbook1.pdf.txt
  29. 29. The answer to bad speech is more speech Matt Cutts, Google
  30. 30. Aesthetic consumers are also social buyers
  31. 31. We all use social data to make decisions
  32. 32. Social information is inescapable in search because people love it
  33. 33. Over half of women 18+ share both good and bad experiences online
  34. 34. 36% share to help others make smart purchases
  35. 35. Clearly, doctor reviews are important to the decision making process 90%+ consider doctor reviews important or very important Source: RealSelf survey, 2012 Q1
  36. 36. ✪ Tips Making the Shift to Patient-centric marketing
  37. 37. ✪ EMBRACE REVIEWS, THEY ARE YOUR BEST WOM MARKETING
  38. 38. Post-op patients are your most important form of marketing SOURCE: http://www.hotelmarketingstrategies.com/marketing-an-hourglass/
  39. 39. Embrace reviews because your patients are happy 87% of RealSelf doctor reviews are positive
  40. 40. Make it easy for patients to post with cards or emails sent pre and post-op
  41. 41. Review quality when started Review quality when Post-op started Pre-Op
  42. 42. RealSelf makes it easy for patients to start talking before their treatment or procedure
  43. 43. 87% positive
  44. 44. ✪ OWN YOUR “NAMESPACE”
  45. 45. Even if you hate them, update your bio and contact information LinkedIn Twitter Facebook RealSelf Four Square Yelp
  46. 46. ✪ BE HELPFUL (not promotional)
  47. 47. Power comes from sharing information, not hoarding it… To gain influence and status, you have to give away your expertise and content. Gary Hamel, Strategist
  48. 48. Power comes from sharing information, not hoarding it… To gain influence and status, you have to give away your expertise and content. you must do it quickly; if you don’t, someone else will beat you to the punch—and garner the Gary Hamel, Strategist credit that might have been yours
  49. 49. Answering questions is a great way to be helpful and to signal you’re patient-centric
  50. 50. Answering questions is never seen as advertising (which is good)
  51. 51. “I think a surgeon who takes the time to respond to patient questions on a forum without any fee is a good indicator of integrity. I am interested in lipo of abdomen…would like to know how to proceed with consultation.” --A real patient inquiry to a plastic surgeon active on RealSelf.com
  52. 52. Constant self-promotion in social media never works FAIL
  53. 53. ✪ FACEBOOK IS UNPROVEN
  54. 54. 1 IN 10 SEE YOUR POSTS
  55. 55. POSTS LAST UNDER 20 HRS
  56. 56. NOBODY VISITS YOUR PAGE
  57. 57. LIKES ARE SCARCE
  58. 58. ✪ INVEST IN LEAD TRACKING SOFTWARE
  59. 59. Call back in <2 hrs Twice as likely to schedule consultation Source: mymedleads
  60. 60. Thank you. Email: toms@realself.com Blog: mediBeauty.biz

Editor's Notes

  • Analog word of mouth
  • SEO consultants.They can’t tell you how it’s done. They make lots of promise. They say you’ll get found in the maze of online options, typically as “we’ll get you top ranking for ____”
  • This is how it manifests
  • 1000s of phd’s looking at 1000s of factors for ranking search results
  • SEO is dead as you knew it. Google is penalizing sites that optimized for the robot vs. the consumer
  • Digital word of mouth
  • RealSelf vs. the traditional doctor listing sites
  • Social media is…
  • It’s easy to see SM as a goof ball place for teens
  • Or inappropriate
  • but it does have relevance to your practice marketing
  • TOM
  • Angry mob
  • Purchase bias People buy products that they believe they will enjoy. So, the reviews are written by people that are more likely to like the productUnderreporting bias Those with extreme ratings (5-star or 1-star) are more likely to express their views to “brag or moan” than those with moderate views
  • TOM
  • TOM: reason #2
  • Be strategic…
  • Claim and update information on these sites
  • They are at their highest point of interestYou know they’re available!First to respond gets the highest likelihood to close

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