Webinar medical online marketing 101 from md connect

•

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MD Connect

Technology Business

“Welcome to
the Webinar!”

Proprietary & Confidential

Web is #1 source of
health related
information for
consumers versus
other sources,
(including Doctors)

Proprietary & Confidential

• 4 out of 5 internet users perform a
health related search
• 66% search disease specific info
• 50% search for treatment or
procedure related

Proprietary & Confidential

• Health is the #3 related activity online behind email use and searching
• Mostly all ages are very active in online health activity

Proprietary & Confidential

98.8 Million “unique visitors” looked for
health information in December 2011

Proprietary & Confidential

Building an
expensive Web
site isn’t a plan.

Proprietary & Confidential

Paid Search Marketing

Paid ads positions 1-3

Paid ads
positions
4-10+

Proprietary & Confidential

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

Proprietary & Confidential

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

Proprietary & Confidential

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

Proprietary & Confidential

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

Proprietary & Confidential

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

Proprietary & Confidential

Banner Ads
• CPC – cost per click
• CPM – cost per thousand
• Re-Targeting – 10x
response
• Lower Conversion

Proprietary & Confidential

Facebook
• Create a business page
(Timeline – March 2012)
• Content 3xs per week
• Content v. “Selling”
• Ask for friends
• Time investment required!

Proprietary & Confidential

Facebook Ads
• CPC, CPM
• Demographic Target

Creating Apps (Tabs)
Events, contest, coupons,
video, lead form, “like” drivers

Proprietary & Confidential

Medical Email Marketing
• Post Appointment Follow Up
• Ratings Solicitation
• Practice News
• Special Offers
• Pre Appointment Reminders

Proprietary & Confidential

Review Sites
Health Grades – 30mm
Vitals – 10mm
Yelp – 66mm

Solicit Positive Reviews!

Claim Your Listing!

Proprietary & Confidential

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

Proprietary & Confidential

dstempel@mdconnectinc.com

http://www.linkedin.com/in/danstempel

bjoslin@mdconnectinc.com

http://www.linkedin.com/in/benjoslin

THANK YOU!
www.mdconnectinc.com

Proprietary & Confidential

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Webinar medical online marketing 101 from md connect

1. MD Connect Medical Online Marketing 101

2. “Welcome to the Webinar!” Proprietary & Confidential

3. Web is #1 source of health related information for consumers versus other sources, (including Doctors) Proprietary & Confidential

4. • 4 out of 5 internet users perform a health related search • 66% search disease specific info • 50% search for treatment or procedure related Proprietary & Confidential

5. • Health is the #3 related activity online behind email use and searching • Mostly all ages are very active in online health activity Proprietary & Confidential

6. Proprietary & Confidential

7. 98.8 Million “unique visitors” looked for health information in December 2011 Proprietary & Confidential

8. Building an expensive Web site isn’t a plan. Proprietary & Confidential

9. Paid Search Marketing Paid ads positions 1-3 Paid ads positions 4-10+ Proprietary & Confidential

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 Proprietary & Confidential

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 Proprietary & Confidential

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 Proprietary & Confidential

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 Proprietary & Confidential

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 Proprietary & Confidential

15. Banner Ads • CPC – cost per click • CPM – cost per thousand • Re-Targeting – 10x response • Lower Conversion Proprietary & Confidential

16. Facebook • Create a business page (Timeline – March 2012) • Content 3xs per week • Content v. “Selling” • Ask for friends • Time investment required! Proprietary & Confidential

17. Facebook Ads • CPC, CPM • Demographic Target Creating Apps (Tabs) Events, contest, coupons, video, lead form, “like” drivers Proprietary & Confidential

18. Medical Email Marketing • Post Appointment Follow Up • Ratings Solicitation • Practice News • Special Offers • Pre Appointment Reminders Proprietary & Confidential

19. Review Sites Health Grades – 30mm Vitals – 10mm Yelp – 66mm Solicit Positive Reviews! Claim Your Listing! Proprietary & Confidential

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 Proprietary & Confidential

21. dstempel@mdconnectinc.com http://www.linkedin.com/in/danstempel bjoslin@mdconnectinc.com http://www.linkedin.com/in/benjoslin THANK YOU! www.mdconnectinc.com Proprietary & Confidential

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