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MARKETING 101
KICKSTART WEBSITE, SOCIAL MEDIA
AND BLOGGING
Randall V. Wong, M.D.
AAO 2017 | New Orleans | SPEO6
Financial Disclosure
• I have the following financial interests or relationships to
disclose:
• Co-Founder:
• Medical Mark...
Goals for Today
• Every Website should be a Blog
• Types of Websites
• Components of Website
• Content Marketing is the on...
Marketing
Solving the problems or answering the needs of your
customers/patients
“Needs”
• Patient Education
• Health Information
• Information about doctor
• Business transparency
• Personal transparenc...
Website | “Looks Great”
• Static
• Navigation
• Coded for Appearance (HTML)
• Graphics
• Logos
• “Website” is based upon d...
Blog
• Customized Design
• Coded for Optimization (SEO)
• Dynamically add content, add function gradually
• Has Marketing ...
Content Management System (CMS)
• aka “Blog”
• Has turn-key design, fully customizable
• Templates, inexpensive
• Mobile r...
“Blogs”
• Ability for user to add content
• Question/Comment
• Allows website owner to add content (the doctor)
• Server B...
Wordpress.ORG
• Best CMS
• Largest
• Inexpensive
• Most function
• Free
• Extreme flexibility
• Best for SEO
• Plugins
• Open-source
• Limitless Design Templates
Wordpress.ORG
Caution
• Wordpress.com
• Blogger/Blogspot
• Wix
• SquareSpace
Hosted vs. Self-Hosted
• Wordpress.org: The most popular CMS
• Self-hosted
• GoDaddy, Bluehost, Host Gator
Hosted Programs...
Managed Hosting
• Hosting
• Backups
• Security
• Updates
• SSL
• Malware and Viruses
3 Types of Websites
• Resource (Static, No SEO) – can’t rank
• Marketing (Dynamic, SEO) – high rankings
• Interactive (Dyn...
Goal of Website
• Rank
• Grab attention – Engage patient
• Provide Value
• Build Trust
• Make an appointment
…this takes t...
Design
• Visual Appeal
• Colors
• Graphics
• Video
• Logos
• Ease of Navigation?
• Mobile Responsive?
• Website design is ...
Best Website?
• Self Hosted
• CMS – e.g. Wordpress.org
• Design
• Content – Optimized (marketing value)
• CMS or “Blogs” o...
What is Optimization?
• Search Engine Optimization (SEO)
• The process of translating the content of your web page
to a fo...
What Gets “Optimized?”
• Web site
• Web page (each article)
• Off-Page
• Social Media
• Local Search
• Review Sites
Factors Increasing SEO
• Content
• Title Tag
• Backlinks
• Perceived authority
• Outbound links
• Download speed
• Analyti...
Quality Backlinks
• Inbound
• Higher Authority
• Same/Similar Industry
• Best Endorsements
• Google (Bing, Yahoo) have separate algorithms for
ranking webpages (SEO algorithm).
• …..all use relevance as a primary ...
What to Write About?
• Answers to health related questions
• Explanations given routinely
• E.g. “Causes of Red Eye”
• Don...
The Article
• Length
• Sub-headers
• Bullets
• Images
• Break up visually into paragraphs
• Write in 1st person
• Write to...
“About” You
Who?
• 1st Person
• Hobbies
• Family
• Sports
What?
• 1st Person
• Elite college
• Elite medical school
• Elit...
Social Media
• Website up?
• Website up to date?
• “Always under construction”
• ….Social media is not necessary for a med...
Platforms
• Facebook
• Google Plus
• Healthgrades (aggregators)
• Yelp
• Angie’s List
• Linked In?
• Twitter?
Healthgrades
• Aggregator
• Claim
• Use Healthgrades to your advantage for SEO
Local Search – Off Page SEO
• Aggregators
• Local Search
• Reputation
• Improve SEO
• Improve local SEO
What is Local Search?
Board Certified Ophthalmologist
vs.
Board Certified Ophthalmologist 70130
Personal Website
• Increase your brand
• Differentiate yourself from partners
• Portable
• Efficiency of Work
YouTube
• Video
• 2nd largest search engine
• Appeals to different learners
• Cost effective (cheap)
• Personal
• Avoid Pr...
Podcast
• Appeals to different
learners
• Audio
• Very portable
• Grow exposure
Webinar
• Easy
• Record audio
• Record video
• Repurpose
• Educational
• Anywhere
• Demio
• GotoMeeting
Take Homes
1. Start website – without a website you do not exist
2. Social media, review sites all draw attention to websi...
AAO 2017 | My Schedule
I’ll be teaching several courses and will also be speaking at the Technology
Pavilion
Saturday | No...
AAO 2017 | Schedule
Monday | November 13, 2017
4:30 – 5:30 PM | 475 | 291
“Live Website Analysis: Critique Your Own Websit...
Thank You
and
To Your Success!
Randall V. Wong, M.D.
www.MedicalMarketingEnterprises.com
Randall.V.Wong@gmail.com
Marketing101 | Kickstart Website, Social Media and Blogging | aao 2017 tech 10 | wong | SPE06
Marketing101 | Kickstart Website, Social Media and Blogging | aao 2017 tech 10 | wong | SPE06
Marketing101 | Kickstart Website, Social Media and Blogging | aao 2017 tech 10 | wong | SPE06
Marketing101 | Kickstart Website, Social Media and Blogging | aao 2017 tech 10 | wong | SPE06
Marketing101 | Kickstart Website, Social Media and Blogging | aao 2017 tech 10 | wong | SPE06
Marketing101 | Kickstart Website, Social Media and Blogging | aao 2017 tech 10 | wong | SPE06
Marketing101 | Kickstart Website, Social Media and Blogging | aao 2017 tech 10 | wong | SPE06
Marketing101 | Kickstart Website, Social Media and Blogging | aao 2017 tech 10 | wong | SPE06
Marketing101 | Kickstart Website, Social Media and Blogging | aao 2017 tech 10 | wong | SPE06
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Marketing101 | Kickstart Website, Social Media and Blogging | aao 2017 tech 10 | wong | SPE06

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This was presented at the recent American Academy of Ophthalmology 2017 (AAO 2017) in New Orleans, LA. The lecture covers a variety of topics concerning healthcare and medical Internet marketing: blogging, SEO, website ranking, content marketing, social media?, podcasts, webinars, etc.

If you have questions, please visit our website or email me.

Randall Wong, M.D.
randall.v.wong@gmail.com
medicalmarketingenterprises.com
https://www.linkedin.com/in/randallvwongmd/

Veröffentlicht in: Marketing
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Marketing101 | Kickstart Website, Social Media and Blogging | aao 2017 tech 10 | wong | SPE06

  1. 1. MARKETING 101 KICKSTART WEBSITE, SOCIAL MEDIA AND BLOGGING Randall V. Wong, M.D. AAO 2017 | New Orleans | SPEO6
  2. 2. Financial Disclosure • I have the following financial interests or relationships to disclose: • Co-Founder: • Medical Marketing Enterprises, LLC • RussandRandy.com
  3. 3. Goals for Today • Every Website should be a Blog • Types of Websites • Components of Website • Content Marketing is the only way to achieve and maintain high rankings • What is SEO? • What Needs to be Optimized
  4. 4. Marketing Solving the problems or answering the needs of your customers/patients
  5. 5. “Needs” • Patient Education • Health Information • Information about doctor • Business transparency • Personal transparency • Items of relevance
  6. 6. Website | “Looks Great” • Static • Navigation • Coded for Appearance (HTML) • Graphics • Logos • “Website” is based upon design – no ability to rank.
  7. 7. Blog • Customized Design • Coded for Optimization (SEO) • Dynamically add content, add function gradually • Has Marketing Value (i.e. ranks with Google) • ALL websites in 2017 should be constructed on “blogging software” – best ability to rank
  8. 8. Content Management System (CMS) • aka “Blog” • Has turn-key design, fully customizable • Templates, inexpensive • Mobile responsive • Best of 2 worlds • Design • Optimization
  9. 9. “Blogs” • Ability for user to add content • Question/Comment • Allows website owner to add content (the doctor) • Server Based • Easily add content from anywhere • Can you use a word processor? • Mobile phone
  10. 10. Wordpress.ORG • Best CMS • Largest • Inexpensive • Most function • Free
  11. 11. • Extreme flexibility • Best for SEO • Plugins • Open-source • Limitless Design Templates Wordpress.ORG
  12. 12. Caution • Wordpress.com • Blogger/Blogspot • Wix • SquareSpace
  13. 13. Hosted vs. Self-Hosted • Wordpress.org: The most popular CMS • Self-hosted • GoDaddy, Bluehost, Host Gator Hosted Programs • Wordpress.com • Blogger
  14. 14. Managed Hosting • Hosting • Backups • Security • Updates • SSL • Malware and Viruses
  15. 15. 3 Types of Websites • Resource (Static, No SEO) – can’t rank • Marketing (Dynamic, SEO) – high rankings • Interactive (Dynamic, SEO, “Blog”) – ranks & engages • Websites differ based upon content…….
  16. 16. Goal of Website • Rank • Grab attention – Engage patient • Provide Value • Build Trust • Make an appointment …this takes time, yet when done well, is the key to growing your practice
  17. 17. Design • Visual Appeal • Colors • Graphics • Video • Logos • Ease of Navigation? • Mobile Responsive? • Website design is obsolete – it has no value for Google rankings.
  18. 18. Best Website? • Self Hosted • CMS – e.g. Wordpress.org • Design • Content – Optimized (marketing value) • CMS or “Blogs” offer both design….and the best for SEO. Therefore, the “Best” website has customized designed and is optimized (i.e. gets high rankings Search Engines.)
  19. 19. What is Optimization? • Search Engine Optimization (SEO) • The process of translating the content of your web page to a format easily understood by search engines (Google, Bing, Yahoo) • SEO only applies to websites with content. • SEO only applies to content marketing. • SEO is fundamental to anyone marketing a service or sales. • Optimization allows your webpage to get ranked so it may serve as a marketing tool!
  20. 20. What Gets “Optimized?” • Web site • Web page (each article) • Off-Page • Social Media • Local Search • Review Sites
  21. 21. Factors Increasing SEO • Content • Title Tag • Backlinks • Perceived authority • Outbound links • Download speed • Analytics, Sitemap • Age of Domain • Keyword Tool • Social Media • Mobile Responsive
  22. 22. Quality Backlinks • Inbound • Higher Authority • Same/Similar Industry • Best Endorsements
  23. 23. • Google (Bing, Yahoo) have separate algorithms for ranking webpages (SEO algorithm). • …..all use relevance as a primary variable. 3 Rs of Great Copywrite
  24. 24. What to Write About? • Answers to health related questions • Explanations given routinely • E.g. “Causes of Red Eye” • Don’t make treatment recommendations • Observe HIPAA • Editorial and Opinion are most valuable!
  25. 25. The Article • Length • Sub-headers • Bullets • Images • Break up visually into paragraphs • Write in 1st person • Write to level of 8th grader • Pretend your patient is in front of you.
  26. 26. “About” You Who? • 1st Person • Hobbies • Family • Sports What? • 1st Person • Elite college • Elite medical school • Elite training • Elite diseases • ..still awake?
  27. 27. Social Media • Website up? • Website up to date? • “Always under construction” • ….Social media is not necessary for a medical office, but can be an effective way to increase your marketing outside of ‘search’
  28. 28. Platforms • Facebook • Google Plus • Healthgrades (aggregators) • Yelp • Angie’s List • Linked In? • Twitter?
  29. 29. Healthgrades • Aggregator • Claim • Use Healthgrades to your advantage for SEO
  30. 30. Local Search – Off Page SEO • Aggregators • Local Search • Reputation • Improve SEO • Improve local SEO
  31. 31. What is Local Search? Board Certified Ophthalmologist vs. Board Certified Ophthalmologist 70130
  32. 32. Personal Website • Increase your brand • Differentiate yourself from partners • Portable • Efficiency of Work
  33. 33. YouTube • Video • 2nd largest search engine • Appeals to different learners • Cost effective (cheap) • Personal • Avoid Professional Production
  34. 34. Podcast • Appeals to different learners • Audio • Very portable • Grow exposure
  35. 35. Webinar • Easy • Record audio • Record video • Repurpose • Educational • Anywhere • Demio • GotoMeeting
  36. 36. Take Homes 1. Start website – without a website you do not exist 2. Social media, review sites all draw attention to website 3. Home, About, Contact 4. Claim review sites – NAP, link to website 5. Social media only if you want – finish whatever you start 6. Dynamic websites improve SEO (Rank) 7. Engaging websites are best: Value, trust 8. Slow and steady wins the race – get started 9. Own your own zip code 10. Under Construction
  37. 37. AAO 2017 | My Schedule I’ll be teaching several courses and will also be speaking at the Technology Pavilion Saturday | November 11, 2017 9:30 – 10:30 AM | TECH 01 | Tech Pav Managing Your Online Reputation 1-4 PM | SPE06 | Rm: 335-336 “Marketing 101 – Kickstart Your Website, Social Media and Blog ” Sunday | November 12, 2017 11:30 - Noon | TECH 10 | Tech Pav ”Add Life to Your Website”
  38. 38. AAO 2017 | Schedule Monday | November 13, 2017 4:30 – 5:30 PM | 475 | 291 “Live Website Analysis: Critique Your Own Website”
  39. 39. Thank You and To Your Success! Randall V. Wong, M.D. www.MedicalMarketingEnterprises.com Randall.V.Wong@gmail.com

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