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Using Inbound Marketing, Online Reputation Management & Content Develoopment to Get More Patients
- 2. Why Inbound Marketing Matters Inbound Marketing Reduces Your Average Cost per Lead by $230 PER Patient. Inbound Marketing will work with your existing marketing mix (or independently if you don't market at all) to create more leads and generate more appointments.
- 3. So, What is Inbound Marketing? Inbound marketing is when a patient finds your office on their own (through search, social media, PR, etc.) Outbound marketing is when you invade their lives to grow your business (print/radio/TV ads, billboards, direct mail, etc.)
- 4. So, What is Inbound Marketing? Successful Inbound Marketing Programs Include: ◦ Online Reputation Management (ORM) ◦ Content Management System (CMS) ◦ Social Media Development (SMD)
- 5. So, What is Inbound Marketing? To Work, Each Plan Needs: ◦ Content ◦ Communication ◦ Consistency ◦ Creativity
- 7. Inbound Marketing and Online Reputation Management (ORM) Online local/review sites allow for anyone to review your physician(s) ◦ There are no barriers to entry and few defenses against those who would use the medium to attack rivals, sabotage competitors, or flaunt grudges. ORM is your first line of defense in protecting and improving your online reputation
- 8. Inbound Marketing and Online Reputation Management (ORM) Examples Include: ◦ www.HealthGrades.com ◦ www.RateMDs.com ◦ www.Vitals.com
- 9. Inbound Marketing and Online Reputation Management (ORM) Review Sites Display Prominently on Google:
- 10. Inbound Marketing and Online Reputation Management (ORM) 80% of shoppers change their purchase decisions based on negative reviews. More than 92% of buyers regularly check reviews online before making a purchase or service decision. 84% of marketers agree that building consumer trust will become marketing’s primary objective in the near future.
- 12. Inbound Marketing and Content Management Content Management is More than Just Social Media Content Management Includes: ◦ Custom Content Development ◦ Social Media Management ◦ Local Search Monitoring and Updating ◦ Video
- 13. Inbound Marketing and Content Management Consistent Content Development is Crucial to Increase Search Ranking and Build Loyalty. By creating content you position your doctor(s) as an expert in the field.
- 14. Inbound Marketing and Content Management: BLOGGING 70% of consumers prefer getting to know a company via articles rather than advertisements
- 15. Inbound Marketing and Content Management: SOCIAL MEDIA Creating a strong, structured social media plan has shown to have numerous benefits: ◦ 74% of marketers found that increased web traffic occurred with 6+ hours a week invested in social media
- 16. Inbound Marketing and Content Management: SOCIAL MEDIA ◦ 61% of marketers see lead generation benefits with social media ◦ 85% of marketers indicated that social media efforts have generated more exposure for their business
- 17. Benefits of Social Media Use Reported by Marketers:
- 18. Marketing and Content Management: LOCAL SEARCH More than 74% of searches are for local content and small businesses Patients can’t find your information if it isn’t up to date and confirmed.
- 19. Inbound Marketing and Content Management: VIDEO 76% of marketers plan on increasing their YouTube and/or video marketing this year (meaning if you aren’t making videos, your competitors are) YouTube is the 3rd most visited site on the web behind Google and Facebook
- 20. The Heart of the Matter: RECAP Our Content Management Program Will: Schedule You MORE APPOINTMENTS Put You Where Your PATIENTS ARE LOOKING Position You AS AN EXPERT Help Keep Negative Comments OFF SEARCH ENGINES
- 21. The Heart of the Matter
- 22. Thank You for Your Time! All stats taken from the 2012 Social Media Marketing Industry Report, Social Media Examiner and Hubspot’s State of Inbound Marketing Lead Generation Report 2010 and 2011, respectively.
Editor's Notes
- Patient/people graphic? Like we had on a previous version of the infographic with a bunch of people on it.
- - Images of social media icons vs. TV/radio/magazine ads
- Check marks – possibly the graphic from the front page of infographic where it says “Say It Loud” with the mouth and sound waves.
- We can use the star rating graphic from the interior of the infographic here.
- Graphics meant to show that these websites show up in search engines. Sales note: on some sites you must update the information every 6 months for it to stay current. It takes XXXXXX amount of hours to get that done – on JUST one site in some cases. Also, use wrong phone number example we just encountered with Orlando Health and OOC?
- The stats up there can all be replaced by graphics from the infographic.
- Header from infographic under title
- On the heart of the matter page.
- Top is on the front page of infographic and bottom can be the blue 434% box from the front page as well
- Image of social media icons. Sales note: good place to mention that Facebook alone has more than 600+ million users and it grows every day. Lots of potential to put a face on the practice – share photos, videos, news, trends, specials, offers, etc.
- Graphic of all the local search sites here. Sales note: good to mention that the more information that’s listed, the more patients will trust you. When it’s up to date, it will help with search and patient loyalty.
- Youtube Logo – sales note: might be important to say here what you get with video. For instance, we’ve had patients tell us that they chose one of our client’s practices for surgery solely because of YouTube videos we’ve done. Ideas for videos include physician profiles, explanations on various procedures and even patient testimonials.
- Tie in the heart graphic on icons from the infographic
- Can be straight from the infographic