1. MD Connect
Medical Online Marketing 101

2. “Welcome to
the Webinar!”
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3. Web is #1 source of
health related
information for
consumers versus
other sources,
(including Doctors)
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4. • 4 out of 5 internet users perform a
health related search
• 66% search disease specific info
• 50% search for treatment or
procedure related
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5. • Health is the #3 related activity online behind email use and searching
• Mostly all ages are very active in online health activity
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7. 98.8 Million “unique visitors” looked for
health information in December 2011
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8. Building an
expensive Web
site isn’t a plan.
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9. Paid Search Marketing
Paid ads positions 1-3
Paid ads
positions
4-10+
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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
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11. 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
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12. 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
Natural Results
10 positions on page 1
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13. SEO Isn’t… Keeping Track…
• Ranking for your name • Number of indexed pages
• Free, overnight, guaranteed • Number of in-links
• Magic (…but is hard work!) • 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
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14. PPC vs. SEO
Going “all-in” to SEO, leaves a majority of leads on the table.
Metro Pop.
Area (‘000) Visitors Conversions Why?
Paid Organic Paid Organic PPC ORGANIC
(PPC) (SEO) (PPC) (SEO)
Detroit, MI 4,484 76% 24% 65% 35% Keyword Local & Local
targeting National
Denver, 2,301 71% 29% 58% 42%
CO # of Keywords 300- ~5-10
that will drive 1000
Boca 1,216 90% 10% 90% 10% transaction traffic
Raton, FL
Omaha, 793 80% 20% 73% 27%
NE
Wichita, 583 79% 21% 61% 39%
NE Your SEO
Roanoke, 290 79% 21% 79% 21%
Versus:
NE
AVERAGE 79% 21% 71% 29%
-All websites have prime organic or paid rankings (#1,#2 or #3 spots) for most major converting,
localized terms
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15. Banner Ads
• CPC – cost per click
• CPM – cost per thousand
• Re-Targeting – 10x
response
• Lower Conversion
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16. Facebook
• Create a business page
(Timeline – March 2012)
• Content 3xs per week
• Content v. “Selling”
• Ask for friends
• Time investment required!
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17. Facebook Ads
• CPC, CPM
• Demographic Target
Creating Apps (Tabs)
Events, contest, coupons,
video, lead form, “like” drivers
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18. Medical Email Marketing
• Post Appointment Follow Up
• Ratings Solicitation
• Practice News
• Special Offers
• Pre Appointment Reminders
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19. Review Sites
Health Grades – 30mm
Vitals – 10mm
Yelp – 66mm
Solicit Positive Reviews!
Claim Your Listing!
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20. 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
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21. dstempel@mdconnectinc.com
http://www.linkedin.com/in/danstempel
bjoslin@mdconnectinc.com
http://www.linkedin.com/in/benjoslin
THANK YOU!
www.mdconnectinc.com
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