Protecting your Online Image – Managing Ranking Sites and Digital Attacks

Why Inbound Marketing MattersInbound 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.

So, What is Inbound Marketing?

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.)


Successful Inbound Marketing

Programs Include:

◦Online Reputation Management (ORM)

◦A Content Management System (CMS)

◦Social Media Development (SMD)

Inbound Vs. Outbound You name if it’s inbound or outbound. Respond with your clicker.

1. Television

2. YouTube

Inbound Vs. Outbound You name if it’s inbound or outbound. Respond with your clicker.

1. Blog Shares

2. Impressions


To Work, Each Plan Needs:

◦Content

◦Communication

◦Consistency

◦Creativity

Inbound Marketing and Online Reputation Management (ORM)

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 rivals, sabotage competitors, or flaunt grudges.

ORM is your first line of defense in protecting and improving your online reputation


Examples Include:

◦www.HealthGrades.com

◦www.RateMDs.com

◦www.Vitals.com


Review Sites Display Prominently on Google:


84% of marketers agree that building consumer trust will become marketing’s primary objective in the near future.

80% of shoppers change their purchase decisions based on negative reviews.

More than 92% of buyers regularly check reviews online before making a purchase or service decision.

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.

• The recent “Penguin” updates put even more emphasis on keywords and content.

YELP – The Consumer has the Power

Physician review sites aren’t the only place people are reviewing you though.

• 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

Inbound Marketing and Content Management

Content Management is More than Just Social Media

Content Management Includes: ◦ Custom Content Development

◦ Social Media Management

◦ Local Search Monitoring and Updating

◦ Video

On Average, How Much Content do You Develop for Your Website?

1. I develop daily content

2. I develop weekly content

3. I develop monthly content

4. I haven’t touched it since we launched it

Inbound Marketing and 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

Inbound Marketing and Content Management: BLOGGING

70% of consumers prefer getting to know a company via articles rather than advertisements

What Social Media Platform Do You Use to Promote Your Office?

1. Facebook2. Twitter3. YouTube 4. Google+5. None of the above 6. All of the above 7. At least two of the above

Inbound Marketing and Content Management: SOCIAL MEDIA

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

Inbound Marketing and 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 Marketers:

Marketing and 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 and Content Management: VIDEO

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 Facebook

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

Potential to push down negative reviews

How Many Users Were Last Reported to be Using HealthGrades?

1.5 Million2.25 Million 3.100 Million

Claiming Your Reputation - HeatlthGrades

Why Does Claiming Your Profile Here Matter? ◦More than 100 million users

◦As shown earlier, HealthGrades listings often show up near the top of Google search results

◦Information pulled is often inaccurate and negative reviews can deter patients from picking up the phone before they even look at you or your website

Claiming Your Reputation – HeatlthGrades

How to Claim Your ListingHere is the main

HealthGrades screen.

To claim your profile, click on the “Physicians: Update Your Free Profile” link on the top right.

Note: We highly recommend gathering the required data you need to complete your profile before ever logging on to HealthGrades (more on that in a bit).


How to Claim Your ListingAfter clicking on

the link to claim your profile you’ll be taken to this page.

To claim your profile you’ll need some basic information about your physician and an NID.


How to Claim Your Listing

Once you login, you’ll be greeted with this screen.

Press the “Manage My Profile” button to begin.


How to Claim Your Listing

Here’s what you’ll see. To complete the profile you’ll need all of the information listed on the left sidebar.


How to Claim Your ListingThings to Expect:

◦ Updating all of the information typically takes between 2-4 hours per physician.

◦ A bulk of your time will be spent under the “Procedures & Conditions” tab – prepare accordingly.

You can also manage entire practices from one login, however the process is a bit more complex.

Did You Know: 74% of patients will consider two or more physicians for their current medical condition (HealthGrades 2010 survey).

What To Do After Claiming Your Profiles

Encourage positive reviews ◦ Has a patient had a particularly good

experience? Tell them how to share. ◦ Offer referral cards to patients you think will provide positive feedback for your physician.

Continually monitor your site for negative or untrue reviews ◦ Take action when you spot a negative review

Dealing with Bad Reviews

They will happen. Don’t fret.

Instead, have a plan/policy in place for responding and dealing with reviews

Some sites will allow you to dispute reviews if you can prove they are untrue

– check each site for such a feature


No matter what, you must respond to negative reviews and attempt to make the situation better ◦ Take blame◦ Assure the it won’t happen again (if

plausible)

It’s important to show that you care and will do everything within your power to rectify the problem

By dealing with negative reviews and promoting positive ones, you will help your online reputation and show up higher in search results


Sometimes people are just out to get you.

What do you do when a patient is out to get you? ◦ Hire attorney ◦ Reach out to the website and make a case for

having the review removed, even when they don’t have an option to remove it you can still contact them

◦ Be proactive in your content development More testimonials and more custom content

will benefit you in the end.

Key Reminders Moving Forward

Online review sites force accountability

The patient has more power than ever

Patient service is key

Invest in your employees and your customers and it will pay off

Key Reminders Moving Forward

There are no “quick fixes” to repair your bad reputation

Focus on quality content and customer service

Most of all, appreciate your patients and they will reward you

Thank You for Your Time!

All stats taken from the 2012 Social Media Marketing Industry Report, Social Media Examiner and Hubspot’s State of Inbound Marketing Lead Generation Report 2010 and 2011, respectively.

Protecting your Online Image – Managing Ranking Sites and Digital Attacks

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