The document discusses the University of Maryland Medical System's efforts to market their services online through their website and search engine optimization. It outlines their web goals, strategies, and content over time. Their web traffic increased significantly as they added more content like educational materials, videos, and forums. They found most visitors came from long-tail search phrases rather than top searches. Doctors reported the website and online marketing brought them many new patients. Tracking some doctors' referrals showed the web program generated millions in revenue annually.

1. Patients in the Digital Age: Key Tactics for Taking Your Marketing Online Presented by: Ed Bennett, Director, Web Strategy, University of Maryland Medical System Ann Koreisha AdWords Account Strategist, Google, Inc. Carrie Liken AdWords Account Strategist, Google, Inc.

5. Web Goals at UMMS: Bring in more patients In 1999, after a six-month strategic planning process with top UMMC leaders, the Web department was given one goal:

13. Q. Where are site visitors going? A. Only 1.3% percent of our visitors land on the umm.edu home page. Search engines send people directly to deep content.

16. The Search Engine Marketing Decision Tree 3 qualifying questions About the Treatment / Condition: Does the patient have time to research? Do we have capacity? Is it profitable? YES to all 3 What is our geographic reach for this service? National / International Regional / Local Search Engine Optimization Not a Good Web Opportunity Is there serious online competition? YES NO Search Engine Marketing NO to Any

17. Differences between online and offline marketing Instant campaigns Long lead times Low-cost Expensive "On-Demand" Brand awareness Build brand awareness in advance Unlimited differentiated messages Small number of messages Narrow focus Broad reach ("mass" media) Highly engaged audience Passive audience Search Marketing Traditional Marketing

19. Selected Comments from our Doctors: “ Overall, I think that the website has been very good for our practice. A number of patients come to us directly via the website. However, over 90% of the patients "check up on us" via the website prior to their office visit. Dr. Richard Battafarano, Head of Thoracic Surgery/Oncology “ The combination of the website, search terms and ask the expert is one of our best sources of patient referrals.” Daniel Gelb, MD, Associate Professor and Vice Chairman, Department of Orthopaedics “ The website is an integral part of my referral base.” Thomas T. Le, MD, Director, Facial Plastic and Reconstructive Surgery "I think the attention to the website and the search engine marketing has helped us tremendously. Dr. Howard McClamrock, Director of Fertility Services Weekly at least 4-5 patients comment on the website. And over the last 6 months I’ve operated not only on local patients but those from North Carolina, Maine, South Carolina, Florida and Pennsylvania, all with recommendations from the website. Dr. Anand Murthi, Orthopaedic Surgeon ROI

20. Selected Comments from our Doctors: "A first-page Google result is my most valuable marketing tool.” Bartley P. Griffith, M.D. The Thomas E., and Alice Marie Hales Distinguished Professor and Chief, Division of Cardiac Surgery Ronald Bress, received robot-assisted triple bypass surgery from Dr. Bonatti, after finding our services via Google

23. ROI Measures – Sample and Extrapolate Six Doctors 169 Patients $4.7 million in revenue Message to upper management: "These are the results tracked by six doctors. The Web program supports all 900 in our hospital." FY 2006 Web Referred Patients $124,350 $4,145 30 Dr. XXXX XXXXXXXXXXX Thoracic Surgery $840,591 $31,133 27 Dr. XXXX XXXXXXXXXXX Cancer $501,300 $8,355 60 Dr. XXXX XXXXXXXXXXX Otorhinolaryngology $121,518 $60,759 2 Dr. XXXX XXXX Procedure $732,960 $61,080 12 Dr. XXXX XXXX XXXX Surgery $2,446,364 $64,378 38 Dr. XXXX XXXX XXXX Surgery Heart Center Total Net Revenue Generated Net Revenue per patient Patients from Web Doctor Program/Dept