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.
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
Respond to ques&ons and comments on social media.
Your Web Presence – Prospects Discover You
Respond
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
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
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