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Protecting your Online Image – Managing Ranking Sites and Digital Attacks
1.
2. Why Inbound Marketing Matters
Inbound Marketing Reduces Your Average
Cost per Lead by $230 PER Patient.
Inbound Marketing will work
with your existing marketing
mix (or independently if you
don't market at all) to create
more leads and generate
more appointments.
3. So, What is Inbound Marketing?
Inbound marketing is when a patient finds
your office on their own (through search,
social media, PR, etc.)
Outbound marketing is when you invade
their lives to grow your business
(print/radio/TV ads, billboards, direct
mail, etc.)
4. So, What is Inbound Marketing?
Successful Inbound Marketing Programs
Include:
◦ Online Reputation Management (ORM)
◦ A Content Management System (CMS)
◦ Social Media Development (SMD)
5. Inbound Vs. Outbound
You name if it’s inbound or outbound. Respond with your clicker.
1. Television
2. YouTube
6. Inbound Vs. Outbound
You name if it’s inbound or outbound. Respond with your clicker.
1. Blog Shares
2. Impressions
7. So, What is Inbound Marketing?
To Work, Each Plan Needs:
◦ Content
◦ Communication
◦ Consistency
◦ Creativity
8.
9. Inbound Marketing and
Online Reputation Management (ORM)
Online local/review sites allow for anyone
to review your physician(s)
◦ There are no barriers to entry and few
defenses against those who would use the
medium to attack rivals, sabotage
competitors, or flaunt grudges.
ORM is your first line of defense in
protecting and improving your online
reputation
12. Inbound Marketing and
Online Reputation Management (ORM)
80% of shoppers change
their purchase decisions based
on negative reviews.
More than 92% of buyers regularly
check reviews online before making a
purchase or service decision.
84% of marketers agree that building
consumer trust will become marketing’s
primary objective in the near future.
13. How Important is Google?
• More than an average of 170,000,000 unique
visitors head to Google each month.
•More than 74% of their searches are for small
businesses (that’s you guys).
• Searching for healthcare information is the 3rd
most common activity on the internet.
• The recent “Penguin” updates put even more
emphasis on keywords and content.
14. YELP – The Consumer has the
Power
Physician review sites aren’t the only place people
are reviewing you though.
• Yelp has been called “the most important site for
small businesses next to Google.”
• Yelp research shows a customer whose review
praises “customer service” is more than five times as
likely to give a 5-star review than a 1-star review.
• Every star in a rating leads to a 5-9% jump in
revenue
15.
16. Inbound Marketing
and Content Management
Content
Management is
More than Just
Social Media
Content Management Includes:
◦ Custom Content Development
◦ Social Media Management
◦ Local Search Monitoring and Updating
◦ Video
17. On Average, How Much Content do You
Develop for Your Website?
1. I develop daily content
2. I develop weekly content
3. I develop monthly content
4. I haven’t touched it since we
launched it
18. Inbound Marketing and
Content Management
Consistent Content
Development is Crucial to
Increase Search Ranking and
Build Loyalty.
By creating content you
position your doctor(s) as an
expert in the field
19. Inbound Marketing and
Content Management: BLOGGING
70% of consumers prefer getting to know a
company via articles rather than
advertisements
20. What Social Media Platform Do You Use to
Promote Your Office?
1. Facebook
2. Twitter
3. YouTube
4. Google+
5. None of the above
6. All of the above
7. At least two of the above
21. Inbound Marketing and
Content Management: SOCIAL MEDIA
Creating a strong, structured social media
plan has shown to have numerous benefits:
◦ 74% of marketers found that increased
web traffic occurred with 6+ hours a week
invested in social media
22. Inbound Marketing and
Content Management: SOCIAL MEDIA
◦ 61% of marketers see lead generation
benefits with social media
◦ 85% of marketers indicated that social
media efforts have generated more
exposure for their business
24. Marketing and
Content Management: LOCAL SEARCH
More than 74% of
searches are for local
content and small
businesses
Patients can’t find your
information if it isn’t up to date
and confirmed.
25. Inbound Marketing and
Content Management: VIDEO
76% of marketers plan on increasing
their YouTube and/or video
marketing this year (meaning if you
aren’t making videos, your competitors
are)
YouTube is the 3rd most visited site on
the web behind Google and Facebook
There are more than 800 million unique
users on YouTube each month
26. The Lifespan of Your Content
A Timeline of How Your Content Impacts ORM:
Create content (example: YouTube video)
Use video to create article / blog post
These create separate posts on your website
Promote through your social media channels
Increase Google listings/rankings
Potential to push down negative reviews
27. How Many Users Were Last Reported to be
Using HealthGrades?
1.5 Million
2.25 Million
3.100 Million
28. Claiming Your Reputation - HeatlthGrades
Why Does Claiming Your Profile Here
Matter?
◦ More than 100 million users
◦ As shown earlier, HealthGrades listings
often show up near the top of Google
search results
◦ Information pulled is often inaccurate and
negative reviews can deter patients from
picking up the phone before they even
29. Claiming Your Reputation – HeatlthGrades
How to Claim Your Listing
Here is the main
HealthGrades
screen.
To claim your
profile, click on the
“Physicians: Update
Your Free Profile”
link on the top right.
Note: We highly recommend gathering the
required data you need to complete your profile
before ever logging on to HealthGrades (more on
that in a bit).
30. Claiming Your Reputation – HeatlthGrades
How to Claim Your Listing
After clicking
on the link to
claim your
profile you’ll be
taken to this
page.
To claim your
profile you’ll
need some
basic
information
about your
physician and
an NID.
31. Claiming Your Reputation – HeatlthGrades
How to Claim Your Listing
Once you
login, you’ll be
greeted with
this screen.
Press the
“Manage My
Profile” button
to begin.
32. Claiming Your Reputation – HeatlthGrades
How to Claim Your Listing
Here’s what you’ll see. To complete the profile you’ll
need all of the information listed on the left sidebar.
33. Claiming Your Reputation – HeatlthGrades
How to Claim Your Listing
Things to Expect:
◦ Updating all of the information typically takes
between 2-4 hours per physician.
◦ A bulk of your time will be spent under the
“Procedures & Conditions” tab – prepare
accordingly.
You can also manage entire practices from
one login, however the process is a bit
more complex.
Did You Know: 74% of patients will consider two or more physicians
for their current medical condition (HealthGrades 2010 survey).
34. What To Do After Claiming Your Profiles
Encourage positive reviews
◦ Has a patient had a particularly good experience?
Tell them how to share.
◦ Offer referral cards to patients you
think will provide positive feedback
for your physician.
Continually monitor your site for negative or
untrue reviews
◦ Take action when you spot a negative review
35. Dealing with Bad Reviews
They will happen. Don’t fret.
Instead, have a plan/policy in place for
responding and dealing with reviews
Some sites will allow you to dispute
reviews if you can prove they are untrue
– check each site for such a feature
36. Dealing with Bad Reviews
No matter what, you must respond to negative
reviews and attempt to make the situation better
◦ Take blame
◦ Assure the it won’t happen again (if plausible)
It’s important to show that you care and will do
everything within your power to rectify the problem
By dealing with negative reviews and promoting
positive ones, you will help your online
reputation and show up higher in search
results
37. Dealing with Bad Reviews
Sometimes people are just out to get you.
What do you do when a patient is out to get
you?
◦ Hire attorney
◦ Reach out to the website and make a case for having
the review removed, even when they don’t have an
option to remove it you can still contact them
◦ Be proactive in your content development
More testimonials and more custom content will
benefit you in the end.
38. Key Reminders Moving Forward
Online review sites force accountability
The patient has more power than ever
Patient service is key
Invest in your employees and your
customers and it will pay off
39. Key Reminders Moving Forward
There are no “quick fixes” to repair
your bad reputation
Focus on quality content and
customer service
Most of all, appreciate your patients
and they will reward you
40. Thank You for Your Time!
All stats taken from the 2012 Social Media Marketing Industry Report, Social Media
Examiner and Hubspot’s State of Inbound Marketing Lead Generation Report 2010 and
2011, respectively.
Editor's Notes
TV vs. YouTube – YouTube is inbound because people are searching for you or choosing to watch your video. TV advertisements are outbound because you are paying to invade their program with your message. Unless it’s below the line and earned via PR, more on that later.
Again, blog shares are inbound because people found your blog and pushed it themselves. Total impressions is typically an outbound measurement saying how many people your ad may or may not have reached. Inbound is great because you get real time results and can adjust accordingly.
Sales note: on some sites you must update the information every 6 months for it to stay current. It takes XXXXXX amount of hours to get that done – on JUST one site in some cases. Also, use wrong phone number example we just encountered with Orlando Health and OOC?
The stats up there can all be replaced by graphics from the infographic.
The stats up there can all be replaced by graphics from the infographic.
Audience QuestionHow many of you develop content for your website?OK – how many of you develop content monthly? Weekly? Daily?