Are you a healthcare provider ready to grow your practice and attract new patients? This presentation, originally presented to dental students at AT Still University in Mesa, Arizona, covers all of the basics of digital marketing, including SEO/keyword strategy, content marketing, influencer marketing, social media, search engine marketing (SEM)/PPC and email marketing.

1. @BrendaBryan
|
@kalpanamktg
|
kalpanamarke1ng.com
©
Kalpana
Marke1ng
2015.
How
Digital
Marke/ng
Can
Grow
a
Healthcare
Prac/ce
A.T.
S1ll
University
November
30,
2015
Brenda
Bryan,
MA
President,
Kalpana
Marke1ng
@BrendaBryan
|
@kalpanamktg
|
kalpanamarke1ng.com
©
Kalpana
Marke1ng
2015.

2. @BrendaBryan
|
@kalpanamktg
|
kalpanamarke1ng.com
©
Kalpana
Marke1ng
2015.
What
is
Digital
Marke/ng?
» Digital
marke1ng
is
a
term
to
describe
the
targeted,
measurable
and
interac1ve
marke1ng
of
products
or
services
using
digital
technologies
to
reach
and
convert
leads
into
customers
and
retain
those
customers.
» The
use
of
digital
channels
to
promote
or
market
products
and
services
to
consumers.
(Digital
Mktg
Ins1tute)

3. @BrendaBryan
|
@kalpanamktg
|
kalpanamarke1ng.com
©
Kalpana
Marke1ng
2015.
Primary
Strategies
» Search
Engine
Op1miza1on
(SEO)
» Search
Engine
Marke1ng
(SEM)
» Content
Marke1ng
» Social
Media
Marke1ng
» E-­‐mail
Direct
Marke1ng
» Influencer
Marke1ng
» Campaign
Marke1ng

4. @BrendaBryan
|
@kalpanamktg
|
kalpanamarke1ng.com
©
Kalpana
Marke1ng
2015.
How
Different
from
Tradi/onal
Marke/ng

5. @BrendaBryan
|
@kalpanamktg
|
kalpanamarke1ng.com
©
Kalpana
Marke1ng
2015.
Branding
&
Messaging
» Dis1nct
» Clear
» Professional
» Consistent
• Visual
brand
• Verbal
brand

6. @BrendaBryan
|
@kalpanamktg
|
kalpanamarke1ng.com
©
Kalpana
Marke1ng
2015.
Search
Engine
Op/miza/on
(SEO)
» What
is
SEO?
• Affects
the
visibility
of
a
website
or
webpage
in
“organic”
(search
engine
results
page)
SERPs.
• SERPs
rankings
correlate
to
visitors
received
from
the
search
engine’s
users.

7. @BrendaBryan
|
@kalpanamktg
|
kalpanamarke1ng.com
©
Kalpana
Marke1ng
2015.
SEO
/
Keywords
» What
is
a
keyword?
• The
words
and/or
phrases
that
are
relevant
to
a
product
or
service
• What
customers
use
in
searches
for
products
and
services
• Should
be
the
founda1on
of
website
content
and
content
marke1ng

8. @BrendaBryan
|
@kalpanamktg
|
kalpanamarke1ng.com
©
Kalpana
Marke1ng
2015.
Broad
and
Long-­‐tail
Keywords
» Broad
• Ex:
“Den1sts”
» Long-­‐tail
• Ex:
“Den1sts
Glendale”
• Ex:
“Den1sts
in
downtown
Glendale”
» Brainstorming
keywords
» Consistency
with
branding

9. @BrendaBryan
|
@kalpanamktg
|
kalpanamarke1ng.com
©
Kalpana
Marke1ng
2015.
On-­‐page
SEO
» Page
1tles
» Urls
» Page
Headers
» Page
content
» Meta
descrip1ons
» Image
alt
tags
» Quality
outbound
links
» Internal
links
» Design
» Responsive

10. @BrendaBryan
|
@kalpanamktg
|
kalpanamarke1ng.com
©
Kalpana
Marke1ng
2015.
Search
Engine
Marke/ng
(SEM)
» What
is
SEM?
• Promo1on
of
online
content
on
a
website
or
webpage
by
increasing
its
visibility
in
SERPs
• Primarily
done
via
pay
per
click
(PPC)
• Includes
SEO

11. @BrendaBryan
|
@kalpanamktg
|
kalpanamarke1ng.com
©
Kalpana
Marke1ng
2015.
SEM
Methods
&
Metrics
» Keyword
Research
» Satura1on
/
Popularity
» Web
analy1c
tools
» Responsiveness
» ROI
• Impressions,
Clicks,
Conversions
• Cost-­‐per-­‐conversion
(CPC)

12. @BrendaBryan
|
@kalpanamktg
|
kalpanamarke1ng.com
©
Kalpana
Marke1ng
2015.
Content
Marke/ng
» Developing
content
your
customers
and
prospects
will
love
» Inbound
Strategy
» Evergreen
» Keywords
» SEO
&
SEM

13. @BrendaBryan
|
@kalpanamktg
|
kalpanamarke1ng.com
©
Kalpana
Marke1ng
2015.
Content
Marke/ng

14. @BrendaBryan
|
@kalpanamktg
|
kalpanamarke1ng.com
©
Kalpana
Marke1ng
2015.
Content
Marke/ng

16. @BrendaBryan
|
@kalpanamktg
|
kalpanamarke1ng.com
©
Kalpana
Marke1ng
2015.
Social
Media
» Electronic
word
of
mouth
(eWoM)
» Spreads
via
trusted
third-­‐party
source
» Boosts
local
search
(Google+)
» Think
outside
the
box
» Timely
» Educa1onal
» Graphical
» Relevant
to
audience

23. @BrendaBryan
|
@kalpanamktg
|
kalpanamarke1ng.com
©
Kalpana
Marke1ng
2015.
E-­‐Mail
Marke/ng
» Good
ROI
/
$44
back-­‐for-­‐every
$1
Experian
» 82%
open
emails
from
companies
Litmus
» 64%
open
email
based
on
subject
line
Chadwick
Mar1n
Bailey
» 7
in
10
made
use
of
a
coupon
or
discount
from
a
marke1ng
email
in
prior
week
2012
Blue
Kangaroo
Study
» Monday
emails
had
the
highest
revenue
per
email
Experian
2012
Q4
Email
Benchmark
Report
» 84%
of
users
18-­‐34
use
an
email
preview
pane
» 4.3
billion
will
have
email
account
by
2016
The
Radica1c
Group,
Email
Sta1s1cs
Report
2012-­‐2016

25. @BrendaBryan
|
@kalpanamktg
|
kalpanamarke1ng.com
©
Kalpana
Marke1ng
2015.
E-­‐Mail
Marke/ng
Best
Prac/ces
» Compelling
subject
lines
» Social
share
bunons
/
social
proof
» 5-­‐second
test
» Personalize
» Include
logo
» Include
downloads
» Include
call-­‐to-­‐ac1on
(CTA)
» Ask
for
input
» Include
opt-­‐out
» Use
reputable
email
service
provider
» Abide
by
an1-­‐spam
regula1ons

26. @BrendaBryan
|
@kalpanamktg
|
kalpanamarke1ng.com
©
Kalpana
Marke1ng
2015.
Influencer
Marke/ng
» Pa1ent
Tes1monials
• Social
media
• Newsleners
• Blog
» Social
Media
• Yelp
lis1ng
• Social
proof

28. @BrendaBryan
|
@kalpanamktg
|
kalpanamarke1ng.com
©
Kalpana
Marke1ng
2015.
Database
Management
&
Segmenta/on
» Email
list
from
EHR
» Update
quarterly
» Segment
as
necessary
» Marke1ng
uses
(email,
sms,
snail
mail):
• Monthly
welcome
to
new
pa1ents
• Monthly
enewslener
• Holiday
gree1ng
• Specials
and
promo1ons
• Referral
program

29. @BrendaBryan
|
@kalpanamktg
|
kalpanamarke1ng.com
©
Kalpana
Marke1ng
2015.
Online
Profile
Management
» Healthgrades.com
» Vitals.com
» ZocDoc.com
» Ucomparehealthcare.com
» Yelp

32. @BrendaBryan
|
@kalpanamktg
|
kalpanamarke1ng.com
©
Kalpana
Marke1ng
2015.
Lead
Tracking
&
Repor/ng
Oct-­‐15
Leads
Generated
Referral
(family/friend)
36
Former
/
Returning
Pa1ent
19
Internet
Search
29
HS/College
Trainer
10
Marke1ng
Postcard
3
Insurance
5
Other
12
Workers
Comp
2
PCP
Referral
68

33. @BrendaBryan
|
@kalpanamktg
|
kalpanamarke1ng.com
©
Kalpana
Marke1ng
2015.
GeTng
Started
» Branding
» Keyword
Research
/
SEO
» Website
Development
» Social
Media
» Email
Marke1ng
» Content
Strategy
» SEM
» Database
Management
» Quarterly
Campaigns
» Ongoing
Profile
Management

34. @BrendaBryan
|
@kalpanamktg
|
kalpanamarke1ng.com
©
Kalpana
Marke1ng
2015.
Digital
Marke/ng
is
a
Virtuous
Inbound
Strategy

35. @BrendaBryan
|
@kalpanamktg
|
kalpanamarke1ng.com
©
Kalpana
Marke1ng
2015.
Thank
You!
Ques/ons?
Contact:
Brenda
Bryan,
MA
President,
Kalpana
Marke1ng
Phone
(602)
561-­‐9758
bbryan@kalpanamarke1ng.com