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Elements of a Successful
Marketing Plan – Part 1
Inbound Marketing
Strategies
• 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.)
What is Inbound Marketing?
● 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.
Why Inbound Marketing Matters
What Does
Inbound Marketing Include?
Elements of Inbound Marketing
• Successful Inbound Marketing Programs include:
• Online Reputation Management (ORM)
• A Content Management System (CMS)
• Social Media Development (SMD)
Inbound vs. Outbound
1. Television
2. YouTube
Inbound vs. Outbound ● To Work, Your Plan Needs:
• Content
• Communication
• Consistency
• Creativity
Online Reputation Management
(ORM)
Online Reputation Management • 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
• ORM is your first line of defense in protecting and
improving your online reputation
Online Reputation Management
Examples Include:
● www.HealthGrades.com
● www.Vitals.com
● www.RateMDs.com
Online Reputation Management
Review Sites Display Prominently on Google:
Screen capture of a local dermatologist’s office just below the office information
80% of shoppers change
their purchase decisions based
on negative reviews
Online Reputation Management
More than 92% of buyers regularly
check reviews online before making a
purchase or service decision
Online Reputation Management
84% of marketers agree that building
consumer trust will become marketing’s
primary objective in the near future
Online Reputation Management
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
YELP – The Consumer Has the Power
● 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
Content Management
Content Management is More than Just
Social Media
Content Management
Content Management
● Content Management Includes:
● Custom Content Development ● Social Media Management ● Local Search Monitoring and Updating ● Video
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
Which Social Media Platforms do
you use to promote your office?
1. Facebook
2. Twitter
3. YouTube
4. Google+
5. Pinterest
6. Instagram
7. LinkedIn
Content Management • 70% of consumers prefer getting to know a
company via articles rather than advertisements
● 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
Content Management: SOCIAL MEDIA
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
Benefits of Social Media Use Reported
by Marketing Professionals:
Inbound Marketing & 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.
Inbound Marketing & Content
Management: Local Search ● 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
● There are more than 800 million unique users on YouTube each month
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
Quick Review
Quick Review
• Successful Inbound Marketing Programs include:
• Online Reputation Management (ORM)
• A Content Management System (CMS)
• Social Media Development (SMD)
NEXT UP:
Elements of a Successful
Marketing Plan – Part 2
