The document provides recommendations for developing a digital marketing strategy for physician practices, including conducting research on brands, competitors, industries, customers and prospects, creating a strategy that identifies key social media and content platforms, and developing blog content, social media presence, e-newsletters, and reputation management processes. It emphasizes using content marketing such as blogging, articles and case studies to attract and nurture leads while showcasing expertise.

1. Marketing Program Advice:
Physician Practices

2. About Buzz12
 Helping companies and institutions create
and execute digital marketing strategies
since 2009.
 Partner Phyllis Neill 20+ years’ marketing
and management
 Partner David Sher, 35+ years’ Co-CEO
of AmSher

4. “Lead Machine”

5. Why content marketing?
Educate and inform

6. Why content marketing?
Thought leadership

7. Why content marketing?
Show off expertise

8. Why content marketing?
Attract, nurture leads

9. Why content marketing?
Attract, nuture leads

10. Why content marketing?
Educate and inform

11. Why content marketing?
SEO!

12. Why content marketing?
SEO!

13. Why content marketing?
SEO!

14. Recommendations for
digital strategy
Research
Strategy
Reputation
Management
Digital
Marketing
Blog/content
Campaign
marketing
E-newsletter
Social media

15. Research
Research
Digital
Marketing
Campaign

16. Research
 Your brand
 Your competition
 Your industry
 Your customers
 Your prospects

17. Strategy
Research
Strategy
Digital
Marketing
Campaign

18. Strategy
 Recommend WHERE to participate
(Facebook, Twitter, Pinterest, blog, niche
social media sites, etc.)
 Editorial calendar for content

19. Blog/
content marketing
Research
Strategy
Digital
Marketing
Blog/content
Campaign
marketing

20. Blog/Content
Marketing
 Development and writing of a blog
 Article marketing, white papers, case
studies, infographics
 Online PR distribution opportunities
 Email autoresponder series

21. Social media
Research
Strategy
Digital
Marketing Blog/content
Campaign marketing
Social media

22. Social media
outsourcing
 Custom brand your social media sites
 Opt-in forms for E-newsletter
 Find followers
 Engaging with followers
 Update & content publishing

23. E-newsletter
Research
Strategy
Digital
Marketing Blog/content
Campaign marketing
E-newsletter
Social media

24. E-newsletter
 Most effective “pull together” of all
content marketing efforts.
 Non-salesy – only one call to action.
 Repurposing of best content from period
before.
 Drives non-social media participants to

25. Reputation
Management
Research
Strategy
Reputation
Management Digital
Marketing
Blog/content
Campaign
marketing
E-newsletter
Social media

26. Reputation
Management
 Watch what is being said about your
brand.
 Respond to comments on blogs and
articles.
 Look for mentions on social media and
anywhere on the internet.
 Can’t control negative press; CAN be
aware of when it happens.
 Tip: use Google Alerts: (

27. Short on time?
 Start a blog (www.wordpress.com)
 Start gathering email addresses
 Get Constant Contact account
 Do monthly/quarter eNewsletter

28. Content calendar

29. Getting docs to blog
 Interview them verbally on topic.
 Record conversation; transcribe later.
 Cut to 500 words or so:
◦ Short paragraphs
◦ Short sentences
◦ Good opening and closing sentence
◦ Provocative memorable headline
◦ KEEP IN colloquial, personality-specific
phrases and language.

31. Buzz12 resources:
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