Content marketing for doctors and dentists is the buzz phrase of the year. Whether you’re looking to improve your search engine visibility, inbound traffic, conversions, brand awareness or improved social media profiles, content marketing can help you achieve your goal. You will experience and increase in patient count and be more in control of your online reputation. This presentation is perfect for keynote presentation at medical conferences or use in decision making to expand medical marketing. Al Lautenslager is a best-selling marketing author, speaker and consultant and is passionate about growing your business.

1. TheDoctor - Patient
Connection
Your opportunity to connect with your patient
community with your digital footprint

2. Emerging Patient Connection
• Social Media Marketing
• Content Marketing
• Engagement

3. Connection – Old vs. New
• No more yellow pages
• Finding docs – a few clicks
or a few friends

4. Today - A Few Clicks
• Google
• Facebook
• Twitter
• Blogs
• Linked in
• Other communities

5. Research & Information
• Today: patients do research before setting up
appointments – 80% find information online
• Have a large thirst for information and knowledge
• Exposed to a doctor’s electronic information first
• First impression is very important;
more so than before

6. Patients are Consumers
• Today patients are consumers
• Many choices today
• Consumers shop, compare, refer and share

7. Ways to Create a Good First
Impression
• Creating and publishing high quality content on
your digital properties: social media, websites and
blogs.

8. Content Marketing Goal
• Be visible to your target market in a
positive, helpful, relevant, valuable way

9. Content Searched For Online
• People who search online are looking for:
• Relevant information that can solve their problems
• Information to Teach them something new
• Valuable Information

10. Examples of Content
Searched For
• Information on different medical procedures
• Preparing for various kinds of treatments
• What to expect from a particular healthcare
provider
• Information for self
diagnosis

11. Providing Content
• Is a competitive advantage, especially in a local
setting
• Allows for increased awareness and value with a
higher number of potential patients
• What’s this worth
to you?

12. What is Content Marketing?
• Information that is of interest that draws target
market patients to you to get that information;
usually online content
• Distribution of the information – make it available
• Engage with the audience – content = connection

13. What Content Marketing is
Not
• Bland, repetitive content written only for SEO
• Sales pitches
• All about me

14. Why Content Marketing
• Caters to potential patient’s/patient’s desire for
information they want (when they want it and in a
form they like).
• Search engines love it – relevancy
• Lets your target market know who
you are and why you are the
preferred choice

15. Why Content Marketing
• People choose Doctors based on:
• Google search
• Doctor’s website
• Facebook/Twitter postings
• Blog postings
• Comments from previous or current patients

16. Benefit of Content Marketing
• A steady, consistent, helpful, valuable stream of
information linked to the practice/doctor can
overcome any negative content by one unsatisfied
past patient

17. Benefit of Content Marketing
• You can control your online reputation more
• Establishes expertise and positioning
• Cost per lead is 30-40% lower than paid search
• Value is cumulative

18. Competitive Advantage
• A doctor/practice who wants to dominate online
search and become visible to more potential
patients who are doing research online rather than
reading print media, needs to have a different
mindset, approach and strategy.
• Content Marketing is the answer to that

19. How to Market with Content
• Establish a hub – website or blog
• Subscribed and Shared
• You own it (not like Facebook, Twitter or LinkedIn)
• Establish social media accounts/pages
• Facebook, Twitter, LinkedIn, Pinterest….yes I said
Pinterest
• Plan It

20. Content Marketing Plan
• Define target market
• Define what questions they have
• Define what problems need solved
• Answer questions in an
interesting, compelling, valuable and engaging
way
• How do they want content delivered
• What content that you have can be repurposed?

21. Content Creation
• Decide on the content
• Research information from on and offline sources
• Responses to polls and inquiries
• FAQ’s
• Research competitive information sharing
• Outsource content development –
quantity, quality, consistency
• Concentrate on the target audience –
interesting and of value

22. Developing the Content
• Write it
• Repurpose offline and other content
• Outsource the development

23. The Content
• Accurate & Complete
• Informative & Useful
• Valuable & Relevant
• Trusted – you are the “go-to”
source
• Understandable
• Shareable

24. Other Content Marketing
Thoughts
• It’s a long term commitment and process
• You cant do it all

25. Outsourcing Content
Marketing
• Al Lautenslager – Content Marketing
Expert, Strategist and Enthusiast
• al@allautenslager.com
• 630-740-1397
• http://www.socialmediamedicalmarketing.com
• http://contentmarketingofficer.wordpress.com
Available to Speak at Your Conference