Inbound marketing decreases the average cost per lead and enhances appointment generation through methods like online reputation management, content creation, and social media development. It empowers patients to find healthcare services independently while outpacing traditional outbound marketing techniques. The importance of maintaining a positive online presence is underscored by significant consumer reliance on reviews, making strategic content management and interaction essential for healthcare providers.

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

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

10. Inbound Marketing and
Online Reputation Management (ORM)
 Examples Include:
◦ www.HealthGrades.com
◦ www.RateMDs.com
◦ www.Vitals.com

11. Inbound Marketing and
Online Reputation Management (ORM)
 Review Sites Display Prominently on
Google:

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

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

23. Benefits of Social Media Use
Reported by Marketers:

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.