BARQAR CEO, Brad Smith, shares tips and best practices for building a healthcare practice through social media, digital marketing and online reputation.
4. WOM has been shown to
improve marketing
effectiveness by up to 54%.
Source: MarketShare
5. Researchers found a 10%
increase of WOM translated into
sales lifts between 0.2 – 1.5%.
Source: MarketShare / Keller Fay Group
6. 84% of consumers reported
always or sometimes taking
action based on personal
recommendations.
Source: MarketShare / Keller Fay Group
7. THE BOTTOM LINE
Why do you need Reputation Management?
88% of customers trust online reviews.
Nearly 9 out of 10 people trust online reviews as much as personal recommendations.
Reviews drive purchasing decisions.
90% of people report that reviews help them determine the quality of a local business and
72% of people report that positive reviews inspire trust.
Where does word of mouth
happen today?
8. Baby Boomer Decisions
Source: Catalyst Healthcare Research http://catalysthcr.com/news/
Shop for clothes
and shoes online
Online Banking / Pay Bills Research drugs or medical
conditions online
65% 78% 84%
What % of boomers…
11. How to Drive More
Online Visibility
Search Social Reviews
12. Improving Search Rank
Domain
Age
Authority
Keyword in domain
Keyword position
Domain length
Domain registration
Subdomain
History
Public/Private
Country extension
Spammer
URL length
URL readability
On-Page
Title tags
Meta descriptions
Location of keyword
KW in H1 tag
KW in H2 tag
KW in content
KW density
Duplicate content
Alt tags on images
Frequency of updates
KW Word order
Original content
Multimedia
Bullets/numbers
Clean code
Links
# of external links
Internal links
Quality of links
Anchor text of links
Alt text of links
Broken links
Purchased links
Link farms
KW in URL
Sitemap
Diversity of links
Amount of links on page
Text around the link
Age of link
Experience
KW click-through rate
Page load speed
Time spent on site
Bounce rate
Easy navigation
Page layout
Site up/downtime
Mobile optimized
Responsive sites
Pages viewed
Overall traffic
User reviews
Interaction
Flash
Direct/repeat traffic
Social
Social Likes
Twitter Shares
Authority of sharer
Facebook Likes
Facebook Shares
# of Google +1’s
Type of +1’s
Yelp Reviews
Yahoo Reviews
Google+ Accounts
Google Local
Traffic from social
Content shares
Google authorship
18. Social Media
1. Develop a profile of your patients:
- Age/Demographics
- Interests
- Geography
- Income/Education Level
19. Where should I focus?
• Wide range of users
• Slightly skewed to
females
• Great platform to reach
both young and old
• Wide range of income
and education levels
• Ideal for nearly all
practices
20. Where should I focus?
• More engagement with
younger demographics
• More engagement with
higher income and more
educated demographic
• Requires frequent
interaction
• Ideal for businesses with
a younger demographic
that is college educated
21. Where should I focus?
• More engagement
middle-aged and senior-
level professionals
• High concentration of
college grads and
professionals
• Higher income levels
• Referral marketing
22. Where should I focus?
• More engagement with
younger demographics
• One of the best
platforms to reach
millennials
• Note – fast growing
23. Where should I focus?
• More engagement with
women
• Wide range of female
age ranges
• Ideal for businesses
targeting women.
24. Where should I focus?
Facebook Page Insights – Pages to Watch
35. There Are Hundreds of Review
Sites for Every Industry
142 million monthly visitors!
250 million reviews!
85% of user questions are answered by other
users within 24 hours.
146,000 DAILY visitors.
43. Online Reviews
Step 1: Listen
• Claim your pages and set up alerts.
• Create a Google Alert (google.com/alerts).
• Use a monitoring tool/service.
• Get in the habit of looking!
44. Step 2: Respond
• Don’t be defensive.
• Say thank you (sometimes hard to do)!
• Address problem head-on.
• Outline how you have changed.
• Be sincere and honest.
• Take conversation offline.
• Avoid back and forth.
Online Reviews
45. Step 3: Go on
the Offensive
• Best defense is a good offense.
• A lot of positives drown out negatives.
• Have a tablet at reception or have a
follow-up process after visit.
• Showcase testimonials on your website too.
Online Reviews