How Digital Marketing Can Grow a Healthcare Practice

@BrendaBryan | @kalpanamktg | kalpanamarke1ng.com © Kalpana Marke1ng 2015.

How Digital Marke/ng Can Grow a Healthcare Prac/ce A.T. S1ll University November 30, 2015 Brenda Bryan, MA President, Kalpana Marke1ng



What is Digital Marke/ng? » Digital marke1ng is a term to describe the targeted, measurable and interac1ve marke1ng of products or services using digital technologies to reach and convert leads into customers and retain those customers.

» The use of digital channels to promote or market products and services to consumers. (Digital Mktg Ins1tute)


Primary Strategies » Search Engine Op1miza1on (SEO) » Search Engine Marke1ng (SEM) » Content Marke1ng » Social Media Marke1ng » E-‐mail Direct Marke1ng »  Influencer Marke1ng » Campaign Marke1ng


How Different from Tradi/onal Marke/ng


Branding & Messaging » Dis1nct » Clear » Professional » Consistent

•  Visual brand •  Verbal brand


Search Engine Op/miza/on (SEO) » What is SEO?

•  Affects the visibility of a website or webpage in “organic” (search engine results page) SERPs. •  SERPs rankings correlate to visitors received from the search engine’s users.


SEO / Keywords » What is a keyword?

•  The words and/or phrases that are relevant to a product or service • What customers use in searches for products and services •  Should be the founda1on of website content and content marke1ng


Broad and Long-‐tail Keywords » Broad

•  Ex: “Den1sts” » Long-‐tail

•  Ex: “Den1sts Glendale” •  Ex: “Den1sts in downtown Glendale”

» Brainstorming keywords » Consistency with branding


On-‐page SEO » Page 1tles » Urls » Page Headers » Page content » Meta descrip1ons »  Image alt tags » Quality outbound links »  Internal links » Design » Responsive


Search Engine Marke/ng (SEM) » What is SEM?

•  Promo1on of online content on a website or webpage by increasing its visibility in SERPs •  Primarily done via pay per click (PPC) •  Includes SEO


SEM Methods & Metrics » Keyword Research » Satura1on / Popularity » Web analy1c tools » Responsiveness » ROI

•  Impressions, Clicks, Conversions •  Cost-‐per-‐conversion (CPC)


Content Marke/ng » Developing content your customers and prospects will love

»  Inbound Strategy » Evergreen » Keywords » SEO & SEM


Content Marke/ng


Content Marke/ng


Social Media » Electronic word of mouth (eWoM)

» Spreads via trusted third-‐party source » Boosts local search (Google+)

» Think outside the box » Timely

» Educa1onal » Graphical

» Relevant to audience


E-‐Mail Marke/ng » Good ROI / $44 back-‐for-‐every $1

Experian

» 82% open emails from companies Litmus

» 64% open email based on subject line Chadwick Mar1n Bailey

» 7 in 10 made use of a coupon or discount from a marke1ng email in prior week 2012 Blue Kangaroo Study

» Monday emails had the highest revenue per email Experian 2012 Q4 Email Benchmark Report

» 84% of users 18-‐34 use an email preview pane » 4.3 billion will have email account by 2016

The Radica1c Group, Email Sta1s1cs Report 2012-‐2016


E-‐Mail Marke/ng Best Prac/ces » Compelling subject lines »  Social share bunons / social proof » 5-‐second test » Personalize »  Include logo »  Include downloads »  Include call-‐to-‐ac1on (CTA) » Ask for input »  Include opt-‐out » Use reputable email service provider » Abide by an1-‐spam regula1ons


Influencer Marke/ng » Pa1ent Tes1monials

•  Social media •  Newsleners •  Blog

» Social Media •  Yelp lis1ng •  Social proof


Database Management & Segmenta/on » Email list from EHR » Update quarterly » Segment as necessary » Marke1ng uses (email, sms, snail mail):

•  Monthly welcome to new pa1ents •  Monthly enewslener •  Holiday gree1ng •  Specials and promo1ons •  Referral program


Online Profile Management » Healthgrades.com » Vitals.com » ZocDoc.com » Ucomparehealthcare.com » Yelp


Lead Tracking & Repor/ng

Oct-‐15 Leads Generated Referral (family/friend) 36 Former / Returning Pa1ent 19 Internet Search 29 HS/College Trainer 10 Marke1ng Postcard 3 Insurance 5 Other 12 Workers Comp 2 PCP Referral 68


GeTng Started » Branding » Keyword Research / SEO » Website Development » Social Media » Email Marke1ng » Content Strategy » SEM » Database Management » Quarterly Campaigns » Ongoing Profile Management


Digital Marke/ng is a Virtuous Inbound Strategy


Thank You! Ques/ons?

Contact: Brenda Bryan, MA

President, Kalpana Marke1ng Phone (602) 561-‐9758

[email protected]