Medical experts, ranging from plastic surgeons to cosmetic dermatologists, have developed monolithic web marketing strategy: get top ranking on google. With social media, doctors need to shift to a patient-centric marketing effort where less time is spent pleasing the robot (google) and more helping consumers get informed.
Accompanying blog post is here: http://www.medibeauty.biz/doctors-seeking-patients-should-think-social-seo/
Slides annotated from the Cosmetic BootCamp meeting, July 2012.
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For Doctors: SEO is Dead, Social is Alive
1. SEO is dead.
Social is alive.
Shifting to a Patient-Centric Marketing Strategy
Tom Seery, CEO/Founder
July 2012, Cosmetic BootCamp
2. For dermatologists, marketing was once never a consideration.
Patients came via word of mouth or doctor referrals.
Do you like your
dermatologist?
Dr. Taylor at the
PolyClinic is great
3. Yellow Pages was the first step into marketing, because she
could find you without relying on a friend’s recommendation
4. Then came the WWW, and doctors built a website to reach
her with greater detail than afforded by phone books
5. With the first search engines, it became clear ranking mattered
6. Google shifted doctor’s entire online marketing attention
to pleasing the robot, away from her information needs
Image: Robot courtesy of SEOmoz
7. SEO consultants made big
promises: #1 Google ranking
…but never explained how
they got robot love
8. With SEOs driving, doctors developed a web presence solely
to please the robot (Google)
Link Keyword
schemes stuffing
Multiple
websites
16. Social media is back to WOM, but on steroids. The robot and
you feel marginalized or stay marginal
Social media
17. What’s taken share from SEO-plays? Social (RealSelf is the
leading social site in cosmetic aesthetics)
18. RealSelf is patient-centric, which focuses doctors on helping her,
not the robot
Doctor Patient
Q&A stories
Photos
19. “The world is in the middle of an
ongoing conversation. A marketer’s
challenge and job is to enter that
conversation.”
--John D. Hayes
Chief Marketing Officer, American Express
26. Leaving doctors to often see the web as a mob that’s
determined to burn reputations
27. There is no angry mob
87% of RealSelf doctor
reviews are positive
28. Online reviews contradict the law of
"large numbers" that would imply a
normal distribution
http://archive.nyu.edu/bitstream/2451/14951/3/usedbook1.pdf.txt
29. The answer to
bad speech
is more speech
Matt Cutts, Google
35. Clearly, doctor reviews are important to
the decision making process
90%+ consider doctor
reviews important or
very important
Source: RealSelf survey, 2012 Q1
48. Power comes from sharing
information, not hoarding it…
To gain influence and status, you have to
give away your expertise and content.
Gary Hamel, Strategist
49. Power comes from sharing
information, not hoarding it…
To gain influence and status, you have to
give away your expertise and content.
you must do it quickly;
if you don’t, someone else will beat
you to the punch—and garner the
Gary Hamel, Strategist
credit that might have been yours
52. “I think a surgeon who takes the time
to respond to patient questions on a
forum without any fee is a good
indicator of integrity.
I am interested in lipo of
abdomen…would like to know how to
proceed with consultation.”
--A real patient inquiry to a plastic surgeon active on RealSelf.com
SEO consultants.They can’t tell you how it’s done. They make lots of promise. They say you’ll get found in the maze of online options, typically as “we’ll get you top ranking for ____”
This is how it manifests
1000s of phd’s looking at 1000s of factors for ranking search results
SEO is dead as you knew it. Google is penalizing sites that optimized for the robot vs. the consumer
Digital word of mouth
RealSelf vs. the traditional doctor listing sites
Social media is…
It’s easy to see SM as a goof ball place for teens
Or inappropriate
but it does have relevance to your practice marketing
TOM
Angry mob
Purchase bias People buy products that they believe they will enjoy. So, the reviews are written by people that are more likely to like the productUnderreporting bias Those with extreme ratings (5-star or 1-star) are more likely to express their views to “brag or moan” than those with moderate views
TOM
TOM: reason #2
Be strategic…
Claim and update information on these sites
They are at their highest point of interestYou know they’re available!First to respond gets the highest likelihood to close