1. MARKETING FOR MEDICINE:
HOW TO LEVERAGE THE WEB
FOR MAXIMUM IMPACT
Kelly A. Brown
Marketing Manager, KatzAbosch
January 19, 2016
2. OBJECTIVES
• Take inventory of:
• Who you are
• Your target market
• Your resources
• Become familiar with:
• Search Engine Optimization (SEO)
• Search Engine Marketing (SEM)
• Social and Other Digital Media
• Website Optimization
• Google Analytics
• How you can use digital marketing to establish credibility, attract
potential clients and generate consistent web traffic
3. KNOW YOUR PRACTICE
• Locations
• Doctors, Staff, Administration
• Specialties / Services
• Your brand (Differentiation from
other practices,
what makes you “you”)
• Association and professional
memberships
4. KNOW YOUR PATIENTS
• Geographic reach
• Pain points
• “Can you give me suggestions on improving
the amount, timing or format of our
communications with you?”
• Needs/Wants
• “What other health concerns do you have
that we should be aware of?”
• “What are your one or two health goals for
the next year?”
• Where they hang out online…
• Blogs
• E-news subscriptions
• Social media channels
5. KNOW YOUR RESOURCES: POLL
• Do you currently have an operating
website?
• How often is your website maintained?
• Twice a month
• Once a month
• Quarterly
• Once or twice a year
• Never
• Don’t know
• How often is your website updated with
new content?
• Several times a week
• Once a week
• Several times a month
• Once or twice a month
• Rarely
• Never
• Who maintains your website?
• Outsourced web developer or host
• Outsourced marketer
• In-house marketer
• In-house staff
• N/A
• Who manages your marketing activities?
• Outsourced marketer
• In-house marketer
• In-house staff
• N/A
• Do you have a clearly-defined criteria of
marketing expectations of who you
employ for this role?
• Have you established a thoughtful and
clearly-defined marketing budget?
8. HOW TO ACHIEVE PEAK SEO
• Keyword implementation
• Work with an expert on keyword development, page titles,
meta tagging,
• Regular content
• Develop a calendar (request a template from me)
• Experts/Doctors are best
• Relevant ghost writers are better than nothing
• Blogging
• Regularly (at least once a week)
• Video
• Have it transcribed
• Security
• SSL certified
• Mobility
• Referring links
• Social media
• Digital ads
• Online Listings (professional associations, chambers of
commerce, payor sites backlinking to yours…)
9. YOUR WEBSITE
• Is it easily viewed on most common browsers?
• Chrome
• Firefox
• Edge (latest version of Internet Explorer)
• Mobile optimized?
• Fresh content
• Updated bios of physicians
• Updated list of services/specialties
• Relevant current events and news
• Multimedia content offering multiple ways to interact (articles, blog posts, podcasts, videos,
picture gallery)
• Aesthetically appealing?
• Calls to action (book an appointment, contact us, download our tip sheet)
• Social media
19. SOCIAL MEDIA
• A recent survey from Pew and American Life Project
(http://www.pewinternet.org/three-technology-revolutions/)
indicates that adults use social media to:
• Find information using search engines
• Look for healthcare/medical information
• Visit local, state or Federal government websites
• Look for jobs
• Seek information on Wikipedia
• Post comments on news groups, blogs, etc.
• Recommendations:
• Healthcare-focused social networks
• Yelp reviews
• Google reviews
• (Doctors on) LinkedIn
• Facebook
• Twitter
20. ANALYSIS
• Utilization of Google Analytics to decipher:
• Quantity of web traffic and sessions
• How long users are staying on your site
• Bounce rate (when someone comes to your site
and instead of exploring and navigating to other
pages, instantly leaves the first page they see) –
normal bounce rate is between 40%-60%; above
80% is a statistic for concern
• How they are finding your site (organic, direct,
social, referral, email, paid ads)
• Behavior while on your site (what pages they visit,
the flow)
• Conversions (how many people are filling out
your contact form or scheduling an appointment)
21. STAY INFORMED
• Google is always changing how they ranks sites
• Stay educated via free resources:
• http://searchengineland.com/
• https://moz.com/
• http://blog.doctorbase.com/
22. TACTICAL STRATEGY
Who What When Where Why
Is/are your
target(s)?
Is/are the
objective(s)?
Will content be
posted? How
often?
Will content be
posted?
Is the practice
doing this?
Will be in
charge of
digital
marketing?
Are my patients
needs/concerns
?
Will I revisit my
resources to
ensure we are
in compliance
with search
engines?
Do I have my
practice listed?
Are we reaching
out to a
particular
target?
Topics will be
discussed?
Do I want to
have my
practice listed?
Types of media
will I use?
24. THANK YOU!
Kelly (Ernest) Brown
Marketing Manager, KatzAbosch
kbrown@katzabosch.com
410.307.6388
Connect with me! Connect with KatzAbosch!
https://www.facebook.com/kellyannernest https://www.facebook.com/KatzAbosch
https://www.linkedin.com/in/kelly-ernest-brown-6289848 https://www.linkedin.com/company/katz-Abosch
https://twitter.com/KellyGreen83 https://twitter.com/katzabosch
Notes de l'éditeur
Pull up google analytics account for KA – compare timeframes
Quantity of web traffic and sessions
How long users are staying on your site
Bounce rate (when someone comes to your site and instead of exploring and navigating to other pages, instantly leaves the first page they see) – normal bounce rate is between 40%-60%; above 80% is a statistic for concern
How they are finding your site (organic, direct, social, referral, email, paid ads)
Behavior while on your site (what pages they visit, the flow)
Conversions (how many people are filling out your contact form or scheduling an appointment)
