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Posts tagged medical marketing
Indexing: Stepping Stones of SEO

When it comes to running a client’s SEO analysis; we start with indexing. Indexing ensures that your website pages are being read by Google, Bing, and other key databases. Indexing is the first step to take in an SEO crawl with clients as it shows that the page we’re looking at is able to be picked up by search engines.

Whats up with it?

At a core-level; search engines read pages and treat each page individually. In other words, every page counts towards your overall ranking. You can actually look up how your site is being indexed here. Entering the site code txt beforehand will specify that page beyond its visibility to Google. When you specify and target a domain in the search query, the pages that show up are ones that have been indexed. Therefore, it needs to examined as a crucial point of reference during an SEO analysis.

What happens when a page is not indexed?

If your site is not being indexed, the most common culprit is a meta-tag misuse within the coding, or you have disallowed robot.txt files to scan this data. Meta-tags and robot.txt  files instruct the search engine indexing bots on how to process your site’s information. Meta-tags help guide these bots through the pages individually and robot.txts scan the site as a whole.

Bottom Line

Your site has to be indexed in order to be ranked. Search engines need to be able to find and read your content in order to index. Google has very specific instructions on how your indexing is coded here. Prioritize the indexability of your content as you add onto your website.  Remember, the bottom line in SEO: Happy Robots, Happy People, Happy Business!

Source: https://searchengineland.com/the-first-steps-of-your-seo-audit-indexing-issues-296853

Healthcare Marketing, the Natural Way

Healthcare marketing is often part science and part art. Your patients don't want to feel like you're up-selling them. They want to feel cared for! By applying proven strategies and creatively connecting with a target audience, you can appeal to new patients and maintain your relationships with current ones. Below is a round-up of tactics that are effective for doctor's offices:

  1. The Power of PPC
    Pay-Per-Click (PPC) is an intelligent form of online advertising for several reasons. Prospective clients frequently begin their search for health information and local providers through online searches via Google, Bing, Yahoo!, etc... You can use this bid on key words that are associated with your services, narrowing down your scope to reach a target audience. PPC is very effective for sales driven campaigns as you only pay for visitors who search for your product or service, look at your ad, and visit your website.
     
  2. Video Versatility
    Video is one of the most effective forms of communication for the healthcare industry. To this day, people are still perplexed by everyday medical situations and they constantly search the web for information about what they see or what they have. However, often times, the more information people find, the more confused they get. Short videos act as a visual aid for sharing information, making it easier for patients to understand the issues they are curious about. Furthermore, video education has proven to be the direction user engagement is heading towards as long as they are informative and snackable (We usually recommend a vid duration of 2 minutes or less, 5 min at most).
     

  3. Blogging/Newsletters
    Blogging has been proven to be incredibly effective in building brand awareness, retaining clients/patients and acquiring new patients! Why? A blog and accompanying email newsletter show your patients that your clinic is knowledgable and up-to date on current issues. A lot of our clients ask us about how to properly execute email marketing. As we've discussed in previous posts, email marketing is ineffective UNLESS you're providing your clients with reliable, customized, interesting content. When used properly together, blogging and email newsletters can be quite successful. 
     

We know marketing efforts can be intimidating to start. That's why we guide our clients through this process and even go as far as creating content for them! Our best piece of advice is to just start creating! You can't get better at something without practice. As medical professionals, you have unique knowledge, and your patients want to learn from you!

 

Creating a Community of Wellness: What Doctors Can Do to Engage Patients and Build a Cult Following

Word of mouth as we all know is the best from of advertisement. Doctors can take advantage of this beyond just being good at their job. Especially for the millennial demographic, patients value services that are multidimensional; meaning, they want to be part of a community. Looking at strategies that large companies are incorporating right now can be a great way to boost your business. For example: Tiffany’s & Co. and Gucci are opening their own restaurants to extend their brand identity and allow consumers to be part of their brand experience. Millennial nowadays view luxury much more through an experiential lens than materialistic. Health and wellness is becoming a status symbol. Doctors can incorporate the same strategy luxury companies are using to take advantage of this new trend in luxury. Below are the few things doctors can do to cultivate a following and build a brand. 

1. Develop a fitness club:

Weather it’s SoulCycle or Barry’s Bootcamp, doctors can bring their clients together for a workout class not only to promote health but also show their clients another side of themselves that aren’t so serious. Creating a facebook group centered around fitness and wellness is one method to organize group activities in your community.

 
fitness-cycling
 

2. Have a wellness newsletter:

This is a great strategy to allow your patients to be notified of your practice’s updates. This newsletter should focus on things that your patients find useful, such as which food to eat and avoid, debunk health myths, and promote upcoming initiatives. Your social media accounts should serve a similar function as well, drawing in new patients and maintaining the interest of current ones.

3. Create partnerships with other doctors of different expertise:

Creating synergy with others in your field is one of the best ways to expand your network and attract a larger audience. Developing a referral network is beneficial to everyone. 

 

Want to Get More Patients Through the Door? Start On the Web: How SEO and Google AdWords Can Boost the Health of Your Practice.
 

In the competitive jungle of business (yes, that includes medical practices…) the name of the game is no longer just “getting people through the door”.  That’s the final step of the process.  But nothing more.  And getting to that step at all increasingly depends on your online skill set and strategic abilities.  

Before we move on to some targeted tips to boost your practice’s profits, let’s cover some rudimentary definitions.  First on our list, what is SEO?  SEO (“Search Engine Optimization”) involves a variety of on-page and off-page strategies with the end goal of helping a web page rank as highly as possible on Google.  As a frame of reference, when you hear SEO marketers talking about that “coveted spot”, they mean the very first spot on Google’s search results for a particular query.  

Secondly, what’s Google AdWords?  AdWords is a digital tool published by Google to help companies track and optimize their marketing efforts.  Its features include keyword planning, a range of advertising options, customer engagement initiatives, and more.  

Given its bundled features, and that you only pay for results, AdWords is a must for every medical practice that’s serious about its marketing.  So, essentially, every medical practice that cares about its continued existence...

Still on the fence about this modern masterpiece of digital marketing?  Read on for 3 of our favorite features from this SEO powerhouse.  They’ll be sure to get more people on your site and more patients through your door.  

1. Keyword Planner lets you craft the perfect strategy

Knowledge (and eventual mastery) of keyword strategy is utterly vital to the health of your practice.  Without going into too much detail (you can find that here), keyword strategy is based around the inclusion of predetermined words (keywords) on a web page.  

The idea is to build a page with the goal of ranking top on Google for a certain keyword or cluster of keywords.  For instance, if you’re an ophthalmologist, “glaucoma patient” might be a keyword that would interest you.  

Keyword Planner presents you with an immense amount of incredibly useful info to help plan, implement, and track your keyword strategy.  AdWords will show you the number of local and national searches for a given keyword, which are incredibly useful in choosing which keywords to go after.  

For instance, let’s say you run a brain imaging clinic in Columbia, MD.  “Brain imaging” would be an extremely hard keyword to rank for, since the competition for such a widely used phrase would be fierce.  (You’ll be able to see all this in real time with AdWords.)  But “Columbia brain imaging” might very well be a keyword your clinic could rank for.  

Keyword strategy may be a vital aspect of SEO success, but it’s only one of the many benefits AdWords offers.  

2. PPC (pay-per-click) means there’s no barrier to entry

PPC is an elegant solution to the single largest hurdle medical practices encounter when setting up a bona fide marketing push: budget.  

The core appeal of a PPC campaign can be summed up in four words: you pay for results.  Here’s what a PPC campaign with AdWords would look like, from a financial perspective.  It’s disarmingly simple.  

You merely create your ad for free, and set a predetermined daily budget.  You’ll pay a set amount with each click on your ad, and that will continue until your budget is depleted (at which point you’ll be prompted to reset your budget).  

PPC eliminates the “budget factor” with online advertising, allowing even startup practices to compete with confidence.  

3. An emphasis on metrics means you can double down on what works

One of the largest recurring problems among marketing campaigns is a lack of emphasis on tracking results.  No expense is spared when it comes to planning the content of a campaign, the psychological triggers that will send the patient into your office and yours alone, etc.  We get it…it’s easy to get stuck there, especially if you’re new to marketing.  

But here’s the honest truth.  If you care about the health of your practice, you can’t get stuck there.  Because marketing campaigns are won and lost largely in this: emphatically watching metrics that you’ve determined to be important (local page views, keyword ranking, etc.) and then readjusting your approach depending on the results you get.  

If you can watch, you can adapt.  It’s just that simple, and just that vital.  Google AdWords offers a wealth of important digital metrics you can use to gauge the success of your campaign, according to your unique goals.  

Conclusion

Google AdWords is hands down one of the most powerful digital marketing tools at your disposal.  Just always remember (this should be part of your core marketing ethic): getting a patient in the door starts on the web.  

Piqued your curiosity about AdWords?  Good.  Click here for even more ways you can maximize your relevance and impact with AdWords.