Webinar medical online marketing 101 from md connect

MD ConnectMedical Online Marketing 101

Proprietary & Confidential

“Welcome to the Webinar!”


Web is #1 source of health related information for consumers versus other sources, (including Doctors)


• 4 out of 5 internet users perform a health related search• 66% search disease specific info• 50% search for treatment or procedure related


• Health is the #3 related activity online behind email use and searching• Mostly all ages are very active in online health activity


98.8 Million “unique visitors” looked for health information in December 2011


Building an expensive Web site isn’t a plan.


Paid Search Marketing

Paid ads positions 1-3

Paid ads positions

4-10+


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


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


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


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


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:


Banner Ads• CPC – cost per click• CPM – cost per thousand• Re-Targeting – 10x response• Lower Conversion


Facebook• Create a business page (Timeline – March 2012)• Content 3xs per week• Content v. “Selling”• Ask for friends• Time investment required!


Facebook Ads• CPC, CPM• Demographic Target

Creating Apps (Tabs)Events, contest, coupons, video, lead form, “like” drivers


Medical Email Marketing• Post Appointment Follow Up• Ratings Solicitation• Practice News • Special Offers• Pre Appointment Reminders


Review SitesHealth Grades – 30mm Vitals – 10mmYelp – 66mm

Solicit Positive Reviews!

Claim Your Listing!


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


THANK YOU!www.mdconnectinc.com

[email protected]

http://www.linkedin.com/in/benjoslin

[email protected]

http://www.linkedin.com/in/danstempel

Webinar medical online marketing 101 from md connect

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