Beating Online Retailers At Their Own Game To Get

More PatientsThrough Your Door

Kevin D. St.Clergy, M.S.President/CEO

EducatedPatients.comAuthor, The Death of Audiology

By completing this course, you will be able to:

1. Discover the biggest problem in our industry/profession today

2. Find out WHERE your patients are researching Audiology & Hearing Aids

3. Develop a 3-Step Action Plan for Success

What is the biggest problem in the industry?

Kevin St.Clergy

Our reluctance to change.

Discussion Questions

What is a Paradigm?What is a Paradigm Shift?

Myths about the Internet, Audiology, and Hearing Aids

People in my local market are not online.

There is no need for me to spend money marketing online.

Online retailers are not doing as well as people think.

The basic template website I have gives me a good presence online.

The copy on my website does not matter.

The Internet andand Hearing Aids

If you are not growing, you are dying.

The Hearing Aid Industry grew 4.73% in the first half of 2009.

If you take out the VA, the Hearing Aid Industry grew 1.7%.

People Spend More Time Online Than Ever

Watching TV16.4 hours per week

Reading newspapers & magazines3.9 hours per week

Internet32.7 hours per week

Sou

rce: In

tern

atio

nal D

ata

Corp

.

Internet Usage by Age

93%89% 87%

80%83%

80% 78%

71%

62%

45%

27%

87%82%

85% 83%80%

76%73%

68% 68%

55%

85%

56% (2008)

17%

26%

57% (2005)

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

12-17 18-24 25-29 30-34 35-39 40-44 45-49 50-54 55-59 60-64 65-69 70-75 76+

2008 2005

Source: PEW Internet Online 2009

1/28/2009 13

Activity pyramid: Online pursuits by generation

The vast majority of online adults from all generations uses email and search engines.

While there are always exceptions, older generations typically do not engage with the internet past e-commerce.

The majority of teens and Gen Y use SNS, but fewer maintain blogs. Less than a fifth of online adults older than Gen X use SNS.

Generations Online in 2009

Basic online entertainment (online videos, playing games)

E-commerce (online shopping, banking, and travel reservations)

Research and information gathering (product research, news, health and religious information searches)

Email and search

Active engagement with social media

(visit SNS, create SNS profile, create blogs)

More advanced online entertainment

(download videos, music and podcasts)

More advanced communication and passive social media use

(instant messaging, visit SNS, read blogs)

Who’s Searching for Your Services?

Each month in the U.S.:• 14+ billion online searches

• 6+ million searches for “hearing aid”

• 49,500 searches for “Audiologists” in July

• 2400 searches for “Hearing Aid Specialist” in July

Sou

rce: co

mS

core

, Hitw

ise

Are you capturing all the local consumers searching for your services?

Hearing aids

The Internet Has Changed the Way Consumers Search for Your Business

Sou

rce: P

ew

Inte

rnet &

Am

erica

n Life

Pro

ject, co

mS

core

Search is the #1 resource used by consumers looking

for a local business

Over 80% of local searchers follow up offline via a phone call or in-store visit“shop online, buy

offline”

Over 200,000,000 people searching online

The Paradigm is Shifting

Local Search GROWING! Yellow Pages declining.

43% seeking a local merchant to buy something

offline

54% have substituted Internet/search for the phone

bookCourtesy of ReachLocal.com

18

97% of Searches Occur Here

Sources:  Comscore Nov. 2005, Verizon, ClickZ

Other

Courtesy of ReachLocal.com

7.2

23.8

41.1

25.4

2.6

7.8

24.7

41.3

23.2

2.9

10.3

29.1

39.7

17.8

3.1

10.3

26.4

41

19.6

2.8

9.6

27.8

42.4

17.9

2.3

No Response

$100,000+

$50,000-99,999

$25,000-49,000

0-$24,999

Household Income Profile of Top 5 Search Engines

Source: Nielsen/NetRatings for MarketingSherpa, August 2006

Most AffluentAudience Members

Courtesy of ReachLocal.com

What type of Internet Marketing Strategy Do You Have?

Traditional Media Fast Facts

Newspapers•Targeted to a specific geographic region•Reproduction quality of ad is limited•Lack of ad prominence•Declining readership•No interaction •Not typically tracked•Average CPM: $5.50

Billboards•Feature a high frequency of exposure•High ad image quality•Extremely brief exposure time•Difficult and expensive to change message•No interaction•Not typically tracked•Average CPM: $2.26

Magazines•Long life spans & multiple readers•High quality ad reproduction•Long closing times•Multiple ads affect ad prominence•No interaction•Not typically tracked•Average CPM: $6.98 Television

•97% of homes have a television•Average use per day is 7+ hours•High ad production costs•Brief exposure time, with poor viewer retention rate•No interaction•Not typically tracked•Average CPM: $10.25 (Broadcast), $8.77 (Syndication), $5.99 (Cable)

Radio•Virtually every home or car has a radio•Targeted to specific geographic region•Listeners are often engaged in other activities•No interaction•Not typically tracked•Average CPM: $4.54

CPM (cost-per-thousand) is the cost to reach an audience of 1,000 (impressions). Source: eMarketer

Reaching Local Customers

Word of Mouth

Yellow Pages

Traditional Advertisin

g

Local Customer

Local Business

Make More Dollars & Sense Out of the Local Internet

Make More Dollars & Sense Out of the Local Internet

Internet

YOU

Courtesy of ReachLocal.com

Who is the REALCompetition?

How much does Genesis Hearing Labs spend online?

Analyze your Practice

Analyze your Practice

you have advertising that you have tried recently

that has NOT gotten the results you

expected?

you have a website?

you promote your website as much as you

can? (Search Engines, Social Media, Blogs,

Email?)

you have conversion tools on that website to get

your visitors to do something?

you have website copy that immediately grabs

the attention of your visitors?

you optimize your website each month for SEO?

use PPC advertising consistently at a local level?

you have systems in place to capture email

addresses?

Consequences of Not Changing…

•Stress on practices

•Decrease in sales

•More mistrust

•More dissatisfied

patients

•The Death of an

Industry?

We have to take action …NOW!

3-Step Process forImproving Results

3 Step Process

1. Change, Create, Convert2. Promote, Promote, Promote3. Measure, Monitor, Adjust

Change the way you think about Marketing your Practice

See the internet as a legitimate place to advertise and marketStart shifting marketing dollars NOW8-15% of your revenues overall marketing budget$500 - $1500 per month should be allocated to Internet marketing (Website, SEO, PPC)TRACK RESULTSAveraging $50-$75 per callDifferentiate or DIE Exercise-Why should I choose you vs. competitors? USP is the answer…– Develop USP (list competitors USP, then list features /

benefits by working with you, then Write Your USP, Develop 3 Headlines based on your USP – develop an irrestible offer compatible with your USP and summarize each in 20 words or less

Create Information Products – Become the Expert

Books and E-Books– Public domain – great source for material– Hire a ghose writer

Compile ArticlesExpert InterviewsBook on CDTeleseminars and WebinarsCamtasia videos/Flip Cam Videos

CASE STUDY – Become the Expert

Using Information Products on your Website

Th

Change, Create, Convert

Create a high-quality web presence in your market area– Web 2.0 Branding– Blog sites/Social Media sites– Engaging headlines– Engaging copy– Utilize Squeeze and Sales pages

Conversion Tools– Phone number– Videos– Freebies

Tell your visitors what to do to get information

Watch a free videoDownload a free report or guideSchedule an appointmentSign up for a newsletter (focus for 2009)Sign up for an e-courseSign up for a free consultation, demo, etc.

Phone is Choice of Contact

68% Phone

16% Email

11% Online form

6% In-person

Source: Nielsen Courtesy of ReachLocal.com

Tell your visitors what to do to get information

Convert Your visitors into leads Your leads into calls Your calls into appointments Your appointments into sales

Promote, Promote, Promote

Promote from withinPromote with non-traditional advertisingPromote with traditional advertising

Promote from WithinTelephone / Front Desk

Telephone / Front Desk Procedures

Become familiar with websiteSend patient to website regularlyEncourage new patients to visitEncourage new patients to watch video/download freebie etc.Get shoppers to the website

Promote from WithinCounseling

Counseling Procedures

Become familiar with websiteSend patient to website regularlyOn the fence patientsPatients struggling to grasp conceptsTested no sold

Promote withTraditional Advertising

Key Message on Advertisements and Website

Watch our free Video.Download our FREE Report.www.yourhearingclinic.com

Promote withNon-Traditional Advertising

A Google Heatmap

51

Note the “Golden Triangle”

Where the Eyeballs Go….

52

Source: Eyetracking Heatmap – The Marketing Sherpa ReportNote the Bullet Points being Critical, your call to action, and the first word of a paragraph!

Internet Strategies to Drive Traffic

Using Search Engines(SEO, PPC, Incoming Links)

Social Media

Blogging

Email

Let’s Talk Traffic!

55

Do You Know Twitter?

Even Katie Couric is Using Twitter

You Brand Yourself and Get Traffic with Twitter and other Social Media Sites!

56

The Power of Video Marketing

Ford Modeling Agency Boosted its Revenue 140% by using “reality” style videos on Youtube

Source – Inc. Magazine

You Leverage someone else’s HUGE investment in video streaming servers, use it for FREE, and put it on your own website as well using their Million dollar investment – How great is that!

Beat You Competition: You should create a ‘custom YouTube channel’ and YouTube doesn’t charge you!

You Need at Bare Minimum

Page 57

Twitter with Custom Background PageYouTube with Custom Background Page– “Reality Style” Videos about You and Your business– Think about it…Reality Sells on TV…that is what

people want - Full Transparency and they will Buy from YOU

Optimized Web Portal to ‘Integrate’ your videos from Youtube, Your ‘Tweets’ and info about your business.Yes, I can help you do ALL this

“The Money is in YOUR Database”

Question: How Are You Maintaining Your Relationship With Your Customers and

Prospects?

62

Your Database of “Leads” and “Customers”

is Your Most Valuable

Asset!

Build Your Database

• Use an Automated Direct Response System

• What is an Automated Direct Response System?

• Who Else Wants To Make Money While They Sleep?

• Is it Expensive?

63

Now You Turn Browsers into Buyers

Marketing statistics prove that it takes over five times to have contact with your prospect before

they will buy from you.

Another statistic, just a 5% increase in “repeat customers” translates into 25% increase in your

annual sales.

And on average, repeat customers spend 67 percent more than new customers!

64

Outsourcing,or Not?

Did you know the Small Business Administration Study showed that your hourly

rate or value is $250 per hour?

How many hours would it take you to do all this yourself vs outsourcing is the question!

65

Local Search Engine Marketing

Register with Local Google Yahoo etc.Check mapsSetting boundariesKeyword Research – Google Search – KeywordsInbound links will help with rankingsList your website in as many directories as you canArticle marketingPress Releases

Pay Per Click - PPC

Your ad appears in sponsored links above and to the right of search terms.Start with Google, easiest to learnKeyword research essential to successLearn how to write ads

Social Media

Social News (Digg, Reddit, etc.)Social Networking (Facebook, Myspace, LinkedIn, Twitter)Great for building relationshipsCan create special networking groupsSome services you can setup stores/business pagesWonderful for getting traffic

Blogging

Blogs are great for SEO and driving trafficKeeps content freshCan do surveys for patients/friends/partnersBlogs build relationshipsBlogs dispel mythsDon’t forget to comment on other blogs with your name and web address especially consumer sites, leading them back to your website or blog

Email

Must build a list– Newsletter sign up– Offer a freebie, the subscribe them– Use an auto-responder (aweber, icontact,

etc)Can help drive traffic if used correctlyTiming is importantSubject line must grab readers attentionLinks to helpful or interesting informationLinks back to blog comments

Measure, Monitor,Adjust

Measure, Monitor, Adjust

Conversion RateBounce RateTraffic SourcesAverage time on sitePopular pagesOpt-In RatesSales per LeadClick through rate

Develop a high quality website that has a strategy behind it.

Use conversion tools like the Virtual Consumer Seminar to get patients to make appointments.

When you write content for your website, make sure it engages the visitor immediately

Learn what keywords are being searched in your local market and develop content for your website that will get noticed by search engines

Add articles/contents/blogs to your website. Keep current, don’t leave out specials, current events, etc.

Promote your website with traditional advertising

Budget out $350-$1500 per month for PPC advertising

The Solution

Is there anyone who can help me?

EducatedPatients.com

Services offered:

-Website analysis

-Websites

-State-of-the-Art Conversion Tools

-SEO

-PPC Advertising Specialists

-Copywriting services

Additional Questions? We are here to help. Call us today.

(888) 209-0020 kevin@educatedpatients.com

Everyone1. Claim your FREE copy of my book, The

Death of Audiology www.DeathOfAudiology.com

2. FREE analysis of your website and traditional marketing

3. FREE demonstration of the Virtual Consumer Seminar

Next Steps…