How Digital Marketing Can Grow a Healthcare Practice
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The document discusses the importance of digital marketing for healthcare practices, detailing key strategies such as SEO, SEM, content marketing, social media marketing, and email marketing. It emphasizes the need for clear branding, effective use of keywords, and creating engaging content tailored for customers. Additionally, it addresses best practices for email campaigns and the significance of online profiles and lead tracking.
How Digital Marketing Can Grow a Healthcare Practice
- 1. @BrendaBryan | @kalpanamktg | kalpanamarke1ng.com © Kalpana Marke1ng 2015. How Digital Marke/ng Can Grow a Healthcare Prac/ce A.T. S1ll University November 30, 2015 Brenda Bryan, MA President, Kalpana Marke1ng @BrendaBryan | @kalpanamktg | kalpanamarke1ng.com © Kalpana Marke1ng 2015.
- 2. @BrendaBryan | @kalpanamktg | kalpanamarke1ng.com © Kalpana Marke1ng 2015. What is Digital Marke/ng? » Digital marke1ng is a term to describe the targeted, measurable and interac1ve marke1ng of products or services using digital technologies to reach and convert leads into customers and retain those customers. » The use of digital channels to promote or market products and services to consumers. (Digital Mktg Ins1tute)
- 3. @BrendaBryan | @kalpanamktg | kalpanamarke1ng.com © Kalpana Marke1ng 2015. Primary Strategies » Search Engine Op1miza1on (SEO) » Search Engine Marke1ng (SEM) » Content Marke1ng » Social Media Marke1ng » E-‐mail Direct Marke1ng » Influencer Marke1ng » Campaign Marke1ng
- 4. @BrendaBryan | @kalpanamktg | kalpanamarke1ng.com © Kalpana Marke1ng 2015. How Different from Tradi/onal Marke/ng
- 5. @BrendaBryan | @kalpanamktg | kalpanamarke1ng.com © Kalpana Marke1ng 2015. Branding & Messaging » Dis1nct » Clear » Professional » Consistent • Visual brand • Verbal brand
- 6. @BrendaBryan | @kalpanamktg | kalpanamarke1ng.com © Kalpana Marke1ng 2015. Search Engine Op/miza/on (SEO) » What is SEO? • Affects the visibility of a website or webpage in “organic” (search engine results page) SERPs. • SERPs rankings correlate to visitors received from the search engine’s users.
- 7. @BrendaBryan | @kalpanamktg | kalpanamarke1ng.com © Kalpana Marke1ng 2015. SEO / Keywords » What is a keyword? • The words and/or phrases that are relevant to a product or service • What customers use in searches for products and services • Should be the founda1on of website content and content marke1ng
- 8. @BrendaBryan | @kalpanamktg | kalpanamarke1ng.com © Kalpana Marke1ng 2015. Broad and Long-‐tail Keywords » Broad • Ex: “Den1sts” » Long-‐tail • Ex: “Den1sts Glendale” • Ex: “Den1sts in downtown Glendale” » Brainstorming keywords » Consistency with branding
- 9. @BrendaBryan | @kalpanamktg | kalpanamarke1ng.com © Kalpana Marke1ng 2015. On-‐page SEO » Page 1tles » Urls » Page Headers » Page content » Meta descrip1ons » Image alt tags » Quality outbound links » Internal links » Design » Responsive
- 10. @BrendaBryan | @kalpanamktg | kalpanamarke1ng.com © Kalpana Marke1ng 2015. Search Engine Marke/ng (SEM) » What is SEM? • Promo1on of online content on a website or webpage by increasing its visibility in SERPs • Primarily done via pay per click (PPC) • Includes SEO
- 11. @BrendaBryan | @kalpanamktg | kalpanamarke1ng.com © Kalpana Marke1ng 2015. SEM Methods & Metrics » Keyword Research » Satura1on / Popularity » Web analy1c tools » Responsiveness » ROI • Impressions, Clicks, Conversions • Cost-‐per-‐conversion (CPC)
- 12. @BrendaBryan | @kalpanamktg | kalpanamarke1ng.com © Kalpana Marke1ng 2015. Content Marke/ng » Developing content your customers and prospects will love » Inbound Strategy » Evergreen » Keywords » SEO & SEM
- 13. @BrendaBryan | @kalpanamktg | kalpanamarke1ng.com © Kalpana Marke1ng 2015. Content Marke/ng
- 14. @BrendaBryan | @kalpanamktg | kalpanamarke1ng.com © Kalpana Marke1ng 2015. Content Marke/ng
- 16. @BrendaBryan | @kalpanamktg | kalpanamarke1ng.com © Kalpana Marke1ng 2015. Social Media » Electronic word of mouth (eWoM) » Spreads via trusted third-‐party source » Boosts local search (Google+) » Think outside the box » Timely » Educa1onal » Graphical » Relevant to audience
- 23. @BrendaBryan | @kalpanamktg | kalpanamarke1ng.com © Kalpana Marke1ng 2015. E-‐Mail Marke/ng » Good ROI / $44 back-‐for-‐every $1 Experian » 82% open emails from companies Litmus » 64% open email based on subject line Chadwick Mar1n Bailey » 7 in 10 made use of a coupon or discount from a marke1ng email in prior week 2012 Blue Kangaroo Study » Monday emails had the highest revenue per email Experian 2012 Q4 Email Benchmark Report » 84% of users 18-‐34 use an email preview pane » 4.3 billion will have email account by 2016 The Radica1c Group, Email Sta1s1cs Report 2012-‐2016
- 25. @BrendaBryan | @kalpanamktg | kalpanamarke1ng.com © Kalpana Marke1ng 2015. E-‐Mail Marke/ng Best Prac/ces » Compelling subject lines » Social share bunons / social proof » 5-‐second test » Personalize » Include logo » Include downloads » Include call-‐to-‐ac1on (CTA) » Ask for input » Include opt-‐out » Use reputable email service provider » Abide by an1-‐spam regula1ons
- 26. @BrendaBryan | @kalpanamktg | kalpanamarke1ng.com © Kalpana Marke1ng 2015. Influencer Marke/ng » Pa1ent Tes1monials • Social media • Newsleners • Blog » Social Media • Yelp lis1ng • Social proof
- 28. @BrendaBryan | @kalpanamktg | kalpanamarke1ng.com © Kalpana Marke1ng 2015. Database Management & Segmenta/on » Email list from EHR » Update quarterly » Segment as necessary » Marke1ng uses (email, sms, snail mail): • Monthly welcome to new pa1ents • Monthly enewslener • Holiday gree1ng • Specials and promo1ons • Referral program
- 29. @BrendaBryan | @kalpanamktg | kalpanamarke1ng.com © Kalpana Marke1ng 2015. Online Profile Management » Healthgrades.com » Vitals.com » ZocDoc.com » Ucomparehealthcare.com » Yelp
- 32. @BrendaBryan | @kalpanamktg | kalpanamarke1ng.com © Kalpana Marke1ng 2015. Lead Tracking & Repor/ng Oct-‐15 Leads Generated Referral (family/friend) 36 Former / Returning Pa1ent 19 Internet Search 29 HS/College Trainer 10 Marke1ng Postcard 3 Insurance 5 Other 12 Workers Comp 2 PCP Referral 68
- 33. @BrendaBryan | @kalpanamktg | kalpanamarke1ng.com © Kalpana Marke1ng 2015. GeTng Started » Branding » Keyword Research / SEO » Website Development » Social Media » Email Marke1ng » Content Strategy » SEM » Database Management » Quarterly Campaigns » Ongoing Profile Management
- 34. @BrendaBryan | @kalpanamktg | kalpanamarke1ng.com © Kalpana Marke1ng 2015. Digital Marke/ng is a Virtuous Inbound Strategy
- 35. @BrendaBryan | @kalpanamktg | kalpanamarke1ng.com © Kalpana Marke1ng 2015. Thank You! Ques/ons? Contact: Brenda Bryan, MA President, Kalpana Marke1ng Phone (602) 561-‐9758 bbryan@kalpanamarke1ng.com