BARQAR CEO, Brad Smith, shares tips and best practices for building a healthcare practice through social media, digital marketing and online reputation.

1. Building Your Practice With Digital Marketing,
Social Media, and Online Reputation

2. AGENDA
Brad Smith
CEO/Founder
Brad.Smith@barqar.com
• Fundamental change in how people choose a
healthcare provider.
• How to get your practice found online.
• Social media tools and tips.
• Online reputation.

3. Consumer Decisions

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…

9. How People Choose a Provider

10. Let’s get visible, visible…

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

13. Improving Search Rank
1. Create a strong website
with keywords in key
places.

14. Improving Search Rank
2. Add valuable content –
consistently and
continually.
http://static.googleusercontent.com/media/www.google.com/en/us/webmasters/docs/search-engine-
optimization-starter-guide.pdf

15. Improving Search Rank
3. Make it mobile!
Google Mobile-Friendly Test:
https://www.google.com/webmasters/tools/mobile-friendly/

16. Improving Search Rank
4. Get on the map!

17. Social Media Results

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

25. Build your following!
Build Your Following
(and Practice) With
These Easy Tips
and Tools

26. SOCIAL MEDIA
Tip 1: Share
valuable, timely,
specific content.

27. SOCIAL MEDIA
Tip 2: Make it easy
to follow you right
from your website!

28. SOCIAL MEDIA
Tip 3: Kick-start
your sharing and
exposure by
getting your staff,
family and friends
involved.

29. SOCIAL MEDIA
Tip 4: Add links to
your email
signatures.

30. SOCIAL MEDIA
Tip 5: Follow
others.

31. SOCIAL MEDIA
Tip 6: Run very
targeted ad
campaigns.

32. Social Media Strategy
Tip 7: Pay to
promote your
content.

33. Social Media Strategy
Biggest mistake is
leading people
away from you!

34. Social Media Results

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.

36. Social Reviews

37. Social Reviews
www.barqar.com/reviews-drive-new-patients/

38. Social Reviews

39. Social Reviews

40. People Turn to Social Sites for
Recommendations

41. Reviews Impact Search Rankings

42. TOP 50 SEARCH RANKING FACTORS

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

46. There is Technology to Help!

47. STEP 1: SURVEY

48. QUESTIONS?
Brad Smith
FOUNDER/CEO
BRAD.SMITH@BARQAR.COM
888.696.2900