Marketing in the 21st Century

The  Phone  Book  

Who  s&ll  uses  Yellow  Page  ads  to  adver&se  their  prac&ce?    How  do  you  track  pa&ent  leads?    What  %  of  your  marke&ng  budget  is  your  print  investment?  (phone  book,  newspaper,  magazines,  flyers)      

Show  of  hands…  

Phone  Book  Usage  

How  many  &mes  per  month  do  you  rely  on  a  phone  book  to  find  a  local  business?    •  Zero  –  75%    •  Once  –  14%    •  Between  two  and          four  &mes  –  8%    •  Five  or  more    –  3%  

Source:  ReferralMD  

Where  are  your  pa3ents  and  prospec3ve  pa3ents?    

•   87%  of  U.S.  adults  use  the  internet  (January  2014  survey)  •   90%  of  U.S.  adults  own  a  cell  phone;  58%  of  U.S.  adults              own  a  smartphone  •   72%  of  internet  users  say  they  looked  online  for  health  informa&on            within  the  past  year  •   77%  of  online  health  seekers  say  they  started  with  Google,            Bing,  or  Yahoo  •   Most  commonly-­‐researched  topics  are      specific  diseases  or  condi&ons;  treatments  

         or  procedures;  &  doctors  or  other  health              professionals.    

Medical  Marke3ng:  21st  Century  Style  

Source:  ReachLocal  

Your  Web  Presence  –  Prospects  Discover  You  

•  Create  relevant  content  that  gets  you  to  the  top  of  organic  search  results.  More  on  that  later.  

•  Adver&se  on  all  major  search  engines,  not  just  Google.  

•  Claim  and  op&mize  your  lis&ng  on  Google+  Local.  •  Claim  and  manage  your  prac&ce  lis&ngs  on  local  directories:  

Merchant  Circle,  Superpages.com,  Kudzu,  Manta,  CitySearch,  Foursquare,  Linkedin,  Yelp  

Your  Web  Presence  –  Prospects  Discover  You  

Get  posi&ve  reviews  from  happy  pa&ents.      

Your  Web  Presence  –  Prospects  Discover  You  

Address  nega&ve  reviews  from  unhappy  pa&ents.      

Your  Web  Presence  –  Prospects  Discover  You  

Respond  to  ques&ons  and  comments  on  social  media.    

Your  Web  Presence  –  Prospects  Discover  You  

Respond  

Respond  to  ques&ons  and  comments  on  social  media.    

Your  Web  Presence  –  Prospects  Discover  You  

Build  a  great  looking  website  that  keeps  visitors  from  bouncing.  Bounce  rate  is  %  of  visitors  who  leave  ager  viewing  a  single  page.  

Your  Web  Presence  –  Leads  Contact  You    

List  details  about  services,  exper&se,  creden&als  and  office  hours  on  your  website.  

Your  Web  Presence  –  Leads  Contact  You    

Manage  your  website  with  Search  Engine  Op&miza&on  (SEO)  and  regular  blog  posts.    

Your  Web  Presence  –  Leads  Contact  You    

Add  video  to  your  website  and  create  customized  You  Tube  and  Vimeo  channels.  •  55%  of  users  watch  

at  least  one  online  video  a  day.  

•  Ice.com  found  that  viewers  who  chose  to  view  video  converted  at  a  400%  increase  over  those  who  did  not.  

Your  Web  Presence  –  Leads  Contact  You    

Add  tes&monials  to  your  website,  both  text,  photos  and  video  from  sa&sfied  pa&ents.  

Your  Web  Presence  –  Leads  Contact  You    

Place  your  phone  number  at  the  top  of  your  website.  Your  Web  Presence  –  Leads  Contact  You    

Add  contact  forms  on  every  page  of  your  website.    Make  it  easy  for  poten&al  pa&ents  to  contact  you  any  hour  of  the  day  through  form  submission.    

Your  Web  Presence  –  Leads  Contact  You    

Make  sure  your  website  is  mobile  friendly.    Did  you  know  that  by  the  end  of  2014,  mobile  internet  usage  will  overtake  desktop  internet  usage?  

Your  Web  Presence  –  Leads  Contact  You    

Source:  Pocketyourshop.wordpress.com  

Make  it  easy  for  contacts  to  call  you  from  your  mobile  website  with  a  clickable  number.  

Your  Web  Presence  –  Leads  Contact  You    

Offer  addi&onal  contact  methods,  like  email,  Web  forms,  and  live  chat.  

Your  Web  Presence  –  Leads  Contact  You    

Answer  your  phone  and  call  back  new  contacts  within  an  hour.  

Your  Web  Presence  –  Leads  Contact  You    

Reply  to  emails  and  Web  form  submissions  within  an  hour,  if  possible.  

Your  Web  Presence  –  Leads  Contact  You    

Make  a  great  impression  when  you  follow  up  with  prospec&ve  pa&ents.    Don’t  waste  your  marke&ng  efforts  and  $$  by  blowing  your  pa&ent’s  appointments  with  long  wait  &mes,  poor  bedside  manner,  disorganized  pa&ent  flow  and  lack  of  follow  up.      

Your  Web  Presence  –  Leads  Choose  You    

How  do  you  track  and  measure  your  marke&ng  efforts?  

Your  Web  Presence  –  ROI    

Resource:  Google  Analy&cs  •  Website  visits  •  Demographics  •  Loca&on  •  Content  flow  •  Referral  traffic  •  Social  referrals  •  Paid  referrals  

How  do  you  track  and  measure  your  marke&ng  efforts?  

Your  Web  Presence  –  ROI    

Resource:  Facebook  Insights      

How  do  you  track  and  measure  your  marke&ng  efforts?  

Your  Web  Presence  –  ROI    

Trackable  phone  numbers  for  unique  to  your  website,  your  Pay  Per  Click  campaigns  (Google  Adwords),  magazine  ads,  event  collateral.  

Resource:    Grasshopper  Virtual  Phone  System    

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