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MD ConnectMedical Online Marketing 101
Proprietary & Confidential
“Welcome to the Webinar!”
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Web is #1 source of health related information for consumers versus other sources, (including Doctors)
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• 4 out of 5 internet users perform a health related search• 66% search disease specific info• 50% search for treatment or procedure related
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• Health is the #3 related activity online behind email use and searching• Mostly all ages are very active in online health activity
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98.8 Million “unique visitors” looked for health information in December 2011
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Building an expensive Web site isn’t a plan.
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Paid Search Marketing
Paid ads positions 1-3
Paid ads positions
4-10+
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Paid Search Marketing (PPC)• Ad position is a function of bid & quality score.• Pay only on clicks• PPC is a profession, invest in learning or hire a pro • Conversions are King
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Medical PPC Key Word Strategy• Patient search process is key to ROI• Local search terms are 50% of volume & biggest ROI• Intent-Driven “Transactional” Key Word = ROI
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Natural Results 10 positions on page 1
Search Engine Optimization (SEO)• Organic results• S.E.R.P. based on the Google algorithm (secret)• Popularity contest that can be very difficult to win
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SEO Isn’t…• Ranking for your name• Free, overnight, guaranteed• Magic (…but is hard work!)
Keeping Track…• Number of indexed pages• Number of in-links • Web Stats (Google Analytics)• “Organic traffic”• “Bounce rate”
SEO To Do’s…• Invest in content (Blog, Video)• Claim Google Places• Have a good Web site • 3-5 local transactional key
words• Analyze vs. other marketing
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Metro Area
Pop. (‘000) Visitors Conversions
Paid (PPC)
Organic(SEO)
Paid(PPC)
Organic(SEO)
Detroit, MI 4,484 76% 24% 65% 35%
Denver, CO
2,301 71% 29% 58% 42%
Boca Raton, FL
1,216 90% 10% 90% 10%
Omaha, NE
793 80% 20% 73% 27%
Wichita, NE
583 79% 21% 61% 39%
Roanoke, NE
290 79% 21% 79% 21%
AVERAGE 79% 21% 71% 29%
-All websites have prime organic or paid rankings (#1,#2 or #3 spots) for most major converting, localized terms
PPC vs. SEOGoing “all-in” to SEO, leaves a majority of leads on the table.
Why? PPC ORGANIC
Keyword targeting
Local & National
Local
# of Keywords that will drive transaction traffic
300-1000
~5-10
Your SEO Versus:
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Banner Ads• CPC – cost per click• CPM – cost per thousand• Re-Targeting – 10x response• Lower Conversion
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Facebook• Create a business page (Timeline – March 2012)• Content 3xs per week• Content v. “Selling”• Ask for friends• Time investment required!
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Facebook Ads• CPC, CPM• Demographic Target
Creating Apps (Tabs)Events, contest, coupons, video, lead form, “like” drivers
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Medical Email Marketing• Post Appointment Follow Up• Ratings Solicitation• Practice News • Special Offers• Pre Appointment Reminders
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Review SitesHealth Grades – 30mm Vitals – 10mmYelp – 66mm
Solicit Positive Reviews!
Claim Your Listing!
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ROI Check List Great site
• Video• EZ Form • Relevant Content
Keep Track • Unique URLs• Unique 800# • Google Analytics• Bounce rate• Time on site• Pages per visit
Cost per lead goals
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THANK YOU!www.mdconnectinc.com
http://www.linkedin.com/in/benjoslin
http://www.linkedin.com/in/danstempel