MARKETING FOR MEDICINE:HOW TO LEVERAGE THE WEB

FOR MAXIMUM IMPACTKelly A. Brown

Marketing Manager, KatzAboschJanuary 19, 2016

OBJECTIVES• Take inventory of:

• Who you are• Your target market• Your resources

• Become familiar with:• Search Engine Optimization (SEO)• Search Engine Marketing (SEM)• Social and Other Digital Media• Website Optimization • Google Analytics

• How you can use digital marketing to establish credibility, attract potential clients and generate consistent web traffic

KNOW YOUR PRACTICE

• Locations• Doctors, Staff, Administration• Specialties / Services• Your brand (Differentiation

from other practices, what makes you “you”)

• Association and professional memberships

KNOW YOUR PATIENTS• Geographic reach• Pain points

• “Can you give me suggestions on improving the amount, timing or format of our communications with you?”

• Needs/Wants• “What other health concerns do you have that

we should be aware of?”• “What are your one or two health goals for the

next year?”• Where they hang out online…

• Blogs• E-news subscriptions• Social media channels

KNOW YOUR RESOURCES: POLL• Do you currently have an operating

website?• How often is your website maintained?

• Twice a month• Once a month• Quarterly • Once or twice a year• Never• Don’t know

• How often is your website updated with new content?• Several times a week• Once a week• Several times a month• Once or twice a month• Rarely• Never

• Who maintains your website?• Outsourced web developer or host• Outsourced marketer• In-house marketer• In-house staff• N/A

• Who manages your marketing activities?• Outsourced marketer• In-house marketer• In-house staff• N/A

• Do you have a clearly-defined criteria of marketing expectations of who you employ for this role?

• Have you established a thoughtful and clearly-defined marketing budget?

SEARCH ENGINE MARKETINGAbove the fold on 1st page of

Google:

SEARCH ENGINE OPTIMIZATIONOrganically on the 1st page of

Google:

HOW TO ACHIEVE PEAK SEO

• Keyword implementation• Work with an expert on keyword development, page

titles, meta tagging,

• Regular content• Develop a calendar (request a template from me)• Experts/Doctors are best• Relevant ghost writers are better than nothing

• Blogging• Regularly (at least once a week)

• Video • Have it transcribed

• Security • SSL certified

• Mobility

• Referring links• Social media• Digital ads• Online Listings (professional associations, chambers

of commerce, payor sites backlinking to yours…)

YOUR WEBSITE• Is it easily viewed on most common browsers?

• Chrome• Firefox• Edge (latest version of Internet Explorer)

• Mobile optimized?• Fresh content

• Updated bios of physicians• Updated list of services/specialties• Relevant current events and news• Multimedia content offering multiple ways to interact (articles, blog posts,

podcasts, videos, picture gallery)

• Aesthetically appealing?• Calls to action (book an appointment, contact us, download our tip sheet)• Social media

STUNNING GRAPHICS

CALLS TO ACTION

PROVIDING ADDITIONAL VALUE

PROVIDING ADDITIONAL VALUE

MULTIMEDIA UTILIZATION

CLIENT TESTIMONIALS

EASE OF NAVIGATION

BRANDING AND DIFFERENTIATION

BRANDING AND DIFFERENTIATION

SOCIAL MEDIA• A recent survey from Pew and American Life Project

(http://www.pewinternet.org/three-technology-revolutions/) indicates that adults use social media to: • Find information using search engines• Look for healthcare/medical information• Visit local, state or Federal government websites• Look for jobs• Seek information on Wikipedia• Post comments on news groups, blogs, etc.

• Recommendations:• Healthcare-focused social networks• Yelp reviews• Google reviews• (Doctors on) LinkedIn• Facebook• Twitter

ANALYSIS• Utilization of Google Analytics to decipher:

• Quantity of web traffic and sessions• How long users are staying on your site• Bounce rate (when someone comes to your

site and instead of exploring and navigating to other pages, instantly leaves the first page they see) – normal bounce rate is between 40%-60%; above 80% is a statistic for concern

• How they are finding your site (organic, direct, social, referral, email, paid ads)

• Behavior while on your site (what pages they visit, the flow)

• Conversions (how many people are filling out your contact form or scheduling an appointment)

STAY INFORMED• Google is always changing how they ranks sites

• Stay educated via free resources:• http://searchengineland.com/• https://moz.com/• http://blog.doctorbase.com/

TACTICAL STRATEGYWho What When Where Why

Is/are your target(s)?

Is/are the objective(s)?

Will content be posted? How often?

Will content be posted?

Is the practice doing this?

Will be in charge of digital marketing?

Are my patients needs/concerns?

Will I revisit my resources to ensure we are in compliance with search engines?

Do I have my practice listed?

Are we reaching out to a particular target?

Topics will be discussed?

Do I want to have my practice listed?

Types of media will I use?

QUESTIONS?

THANK YOU!Kelly (Ernest) BrownMarketing Manager, KatzAboschkbrown@katzabosch.com 410.307.6388

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