enfold theme menu customizations

This month we have been asked numerous times for a logo to be centered on the WordPress Website. As we typically utilize the Enfold Theme for our WordPress Websites, we needed to do some customizations to the header and menu to make the formatting work.

It is simple enough, however, with just a bit of CSS to center the logo on the menu so menu items appear on either side (and in line) with the logo image!

Sets and CSS to add from Enfold Tutorials is at:

https://kriesi.at/documentation/enfold/menu/#toggle-id-147

/*————————*/
/* CSS – Logo center split menu
/*————————*/

@media only screen and (min-width: 780px) {
/*In the below code nth-child(x) the value of x should be half the number of total menu items*/
#top #header .av-main-nav li:nth-child(3) {
/* Adjust the width of the logo */
margin-right:150px;
}

#header .main_menu {
/*background: gold;*/
width: 100%;
left: 50%;
transform: translateX(-50%);
}

.av-main-nav-wrap {
left: 50%;
transform: translateX(-50%);
}

#header .logo {
left: 50%;
transform: translateX(-50%);
z-index:999;
}

#header .logo img {
top: 50%;
transform: translateY(-50%);
max-width: 100px;
}
}

When a logo is centered on Enfold using CSS, the social media icons appear behind the menu. To fix this, simply add the following to your General Styling Settings under Quick CSS to have the icons Float Right.

#top nav .social_bookmarks { float: right; }

This video tutorial for the Enfold Theme goes into the Header and Menu Settings specifically for:

  • Appending search icon to the Main Menu (Theme Options – Main Menu)
  • Adding Social Icons to the Main Menu (Theme Options – Header – Extra Elements)

If there are other items you have questions about on Enfold, please let us know! And don’t forget to subscribe to the Social Speak Network YouTube Channel!

Why Digital Marketing is Essential for Healthcare

It is simply not possible to run a business without marketing irrespective of the niche you are attached to. People only buy products and services from a brand when they know that it exists. Healthcare is not an exception and interaction with current / new patients is needed. The end to end process of marketing is not the same which it was five to ten years back. This is the digital marketing era and people use the internet to follow up on everything. Online trend for buying products / offered services is increasing and people want to make every purchase from the comfort of their home.

Here are some core factors which show why digital marketing plays a strong important role in the healthcare business.

1.    In-depth patient analytics

If you are a part of the health industry, you would be concentrating on a certain sector. For instance, if you run a company that produces oxygen masks, the targeted patients would be people suffering from lung disorders and asthma. However, when it comes to offering correct treatment options, accurate diagnosis is highly important.

For instance, if you are infected with cancer, the treatment would be prescribed after your medical details are interpreted through health calculators. These online tools come in handy as they assess the medical condition of patient on behalf of key parameters. How can you access these tools? You can search for them online and several options would be shown. One of these websites that offers quality health calculators is Calculators.tech.

Apart from core medical diagnosis through online tools, digital marketing contributes majorly towards patient analytics. For instance, by using a keyword planning tool, you can see what people requiring medical assistance are searching for when they end up on your website. This would provide an insight about who searches for the services you offer. By using keyword optimization techniques, you can get more searches successfully directed.

2.    Catering to online health care requirements

Healthcare companies and hospitals have changed the way they deal with patients. Everything is accessed and used online. For instance, is someone has fever, he would browse a health app or search for an online medical center. These days, hospitals store the patient data through EMR (electronic medical records) on cloud based servers so that they can be accessed at anytime from anywhere.

The important thing is making your patients know what you are offering in terms of care? Digital marketing is the best way to accomplish this goal since people access websites and social media pages to gather information. Thus, healthcare companies have to be sure that all their services are known. It is important to understand that most patients have the opinion that a lot of difference does not exist between heath care providers. For them, every brand does nothing unique but produce treatment options.

3.    Working on specific health sectors through digital promotion

The human body requires medical treatment for different areas. Someone who is suffering from cancer would get in touch with a company that specializes in making related drugs. How would the patient know which health care provider to select? He would select an option which is popular and a lot of people know about it.

If you are specializing in a certain category of services, through digital marketing, you would be able to each the desired audience. To sell medical products, you should know who the potential buyers will be. This task is achieved through effective digital promotion. For instance, you can create social media posts regarding a new vaccine for Hepatitis. People who would be interested will get in touch with you and generate queries. This will provide you with details about who wants to buy the vaccine. In addition to that, you would know about the medical profiles of people who need it.

4.    Reach patients on a global scale

A lot of healthcare companies operate globally and wish reach people residing in different locations. Medical products are meant to treat diseases and all categories are not available in each country. Consider that someone living in Africa is suffering from a unique form of eczema and there is no treatment drug available there. How would that person reach you if you have a product to handle this issue?  It is obvious that he would not roam in different countries to see which health companies can fulfill his need.

  • A lot of people opt for online ordering of medicines. In such cases, healthcare brands that have a strong digital marketing strategy prove to be successful. For instance, if a company has a good informative website ranked on the first page, getting orders from different parts of the world will not be a problem.
  • Why is digital promotion better than using conventional standard marketing methods to reach patients? The reason is the set of practices which people follow to find medical services. No one has the time to read through books and medical journals to see what’s available. These days, people even use Google to know about pain killers. If a healthcare firm has all its produces properly categorized and listed, people would not have to spend time on unnecessary searching. In a nutshell, effective digital marketing helps in understanding the needs of the patients and entertaining them in a timely manner.

5.    The best way to gather patient requirements quickly

Marketing a product / set of services digitally works well because it is quick and potential patients are reached in a very fast way. In addition to that, the response from them is fast as well.  Someone who is interested in surgical instruments would get in touch with you by dropping a message on your Facebook account if the page provides relevant information. Hence, this form of marketing produces much quicker results than promoting products through paper brochures.

Conclusion

Digital marketing has changed the face of product promotion and is a necessity for all sectors. Healthcare is definitely not an exception in this case.  Companies dealing in these products have to know about the targeted patients. These days, the face of any service provider is the website and social media presence it has. If someone wants to select a healthcare brand, he would glance at the top rated websites. In this case, the top rated links would do the job.

There are several parameters which show why it has a major impact on the health sector. For instance, it helps in promoting EMR services. The most reputed healthcare companies store these records on cloud based servers so that they can be retrieved without any obstacle.

 

Ty Allen Social Climb Interview

Today we’re going to be joined by Ty Allen, the CEO of SocialClimb. SocialClimb is Ty’s fourth successful business in the marketing and technology space. He is passionate about building systems that actually grow practices and improve patient experiences.

SocialClimb enables thousands of physicians to automatically attract new patients to their practices by building their online social reputations and automatically targeting ideal new patients. Delivering more than one million patient per customer interactions every month, SocialClimb helps practices transform themselves inside and out.

Ty and his wife have five beautiful daughters and live in Alpine, Utah. Ty enjoys golfing, and mountain biking, and we’re so excited for him to be joining us today as he shares insights into how your medical practice can benefit from reputation management, and reviews, and directory listings online.

In this interview we discuss:

  • Why reviews are so important for a medical practice
  • Where reviews should be posted (what directories are most important for healthcare)?
  • How can office administrators solicit reviews?
  • What technology exists for getting reviews?
  • Once you get a review, what should you do?

 Listen to the Medical Marketing Podcast:


Caitlin McDonald: Wonderful, thank you so much, Ty for joining us on our podcast today. To get started, we’d love to learn a little bit more about your story, and SocialClimb’s story.

Ty Allen: Great, thanks, Caitlin, I really appreciate the opportunity to participate in the podcast today, and maybe just to share a little bit about why we started SocialClimb and the reasons we’re so passionate about what we do for practices, is I think a great way to start.

So, my personal story behind this is six years ago, I was involved in an accident wherein I fractured my neck and at C4, and had a spinal cord injury. At the time of the injury, of course, I didn’t know what had really happened in my neck. The ambulance took me to the hospital, and the emergency room doctors did a great job, they quickly diagnosed my issue, and they knew that the fracture was there, and that I also had what is called a central cord syndrome.

And at that level in the neck, I was pretty lucky that I was still able to breathe. But when I first had been injured, I actually felt like I was a quadriplegic and then over the next half an hour, I started getting some sensation back and some functionality back, but I was actually in a lot of pain by the time they got me to the emergency room. So I remember vividly laying on a backboard after the doctors had gotten the diagnosis, and they came to me and said that my case was too complex for the small hospital that I’d been taken to and that I needed to either go to a larger hospital north of me or a larger hospital south of me, and the ER doctor said, “These are the names of the two physicians, spine surgeons, who are on call, one at each of the hospitals. I need you to choose which hospital, therefore which spine surgeon is going to do your surgery. You have five minutes to make that decision.”

And my wife was at the hospital at that time and I remember looking at her and neither of us had any idea how to make that decision. Eventually, we made the decision by asking a few other providers who were very reticent to give us any information, but we had to make a decision so we did. And in my process of rehab, so I had surgery, I went into a rehab process that… I was in the hospital for about a month, and went through inpatient and outpatient rehab and… And I’m doing very well today, in a large part to the great care that I received from a lot of providers

But there were probably eight to 10 decisions I had to make during that process about who would be my occupational therapist, who’d be my physical therapist, what inpatient facility would I have myself go to, what outpatient facilities would I use for rehab, who my rehab doctor would be, and just a lot of decisions that I just, as a consumer of Medical care, I did not have the data to make that decision.

So I realized, while, going through this process that there was a problem, that a lot of these practices and physicians don’t know how to tell their story in a way that consumers of medical care today can use it to find the right provider for them. So that’s where the genesis of SocialClimb came from.

We’re really passionate about helping providers, great providers, tell their story, and attract patients in the way that patients seek to find providers today. And that is the story behind SocialClimb. And again, it’s not a story I always tell every potential customer, or every person I talk to, but it is the reason that I personally am so passionate about what we do.

 

Caitlin McDonaldWhat a powerful story, and thank you for sharing such a personal story about why you started SocialClimb. And as a consumer of healthcare and a marketing agency that helps healthcare practices, we know how important reputation management and reviews are as a way to build trust and really showcase your own medical practice story as a way to bring new patients in the door. Can you talk a little bit about why reviews and reputation management is so important for healthcare centers?

Why are Reviews and Reputation Management so Important for Healthcare Centers?

Ty Allen: Sure, yeah. One of the things that I learned pretty quickly is that I’m not unique in the way that I seek for care, when I wanna buy a product, I take my phone out and do a search. I go to Amazon or Google and I do a search. And I do the same thing for medical care. Today, it’s a great thing that now we have a lot of this data available to us online. But it wasn’t the case even six years ago, a lot of it wasn’t available

So getting a physician or practice’s data online in the right way, so getting the listings, the optimization of those listings, and the reviews from real patients out there is super critical because the next potential patient is simply gonna take their phone out and do a search, they’re gonna ask Google in most cases, “Where can I get help with problem X? Or where can I find a provider that can help me with problem Y?

And if those reviews from patients are not out there, and if those pages are not owned by you as a physician, you are not gonna show up. Even five or six years ago, most practices and physicians thought, “Look, all I gotta do is get a website set up. My website has to be great, it’s gotta be optimized.” And it’s not to say that websites are not still valuable, it’s just that so many patients today do a search, find a physician because of their reputation online, choose that physician, even make the call to the practice straight from that listing, having never gone to the practice’s website. So a website is still valuable. It’s just that there are so many other ways to now tell the story of the practice, and the physician online in ways that patients actually find… Help find your practice.

 

Caitlin McDonald: And then where should these reviews be posted? What types of directories should a medical practice make sure that they are on?

What Directories Should a Medical Practice Use?

Ty Allen: Great, great question. So four years ago, when we first started this, we saw a lot of emphasis on a lot of different platforms, right. You’d hear people say, “There’s 70 different platforms that you should put your listings on and make sure they’re all correct.” And at the time that may have been a bit true. But today it’s coalescing. So we really think that Google is 80% of the value for a practice. Google is the focus. So, Google My Business pages for each doctor and each office location. In fact, if a physician practices in multiple locations, they really should have a Google My Business page in each location where they practice if they’re more than five miles apart, because local search is what’s going on here. When Google does a local search, it’s very first local.

So a great reputation downtown for a physician does not help somebody in the suburbs find that physician, but if that physician works two days a week out in the suburbs, having a strong reputation out there is really important on Google. Now, Google used to kind of be just the judge.

By that I mean you would do a search and Google would say, “Well, HealthGrades ranks this physician this way, and Facebook does this, and Vitals says this, and RateMDs says this, and Facebook says, or Yelp says this.”

And so, that summation of data from all those other areas would pull into the search for Google. We’ve seen a trend over the last few months, or… Sorry, a year, year and a half that Google is now the judge and the jury. So, Google seems to trust its own data on its own listing’s pages for doctors and practices, more than it trusts that third party data. So when a practice has done a good job helping Google understand that it does find work for patients by getting reviews from patients and optimizing pages on Google, then the Google results reflect that.

So we would say Google, number one. Facebook has some really interesting ways, with Facebook… The way that your patients can go on and they don’t necessarily leave reviews in a traditional way, that they are kind of recommendations. Yelp is often important. HealthGrades is very important. So, probably Google, Facebook, HealthGrades, Vitals and Yelp are the top platforms, that we see really having an influence on how patients find physicians.

 

Caitlin McDonaldSo you mentioned Google has become judge and the jury for their own organization of those listings, do you feel as though they take a look at on­site SEO or is it really just looking at your Google My Business listing, seeing if that’s optimized and kind of seeing what reviews you have there?

What Do You Need to Have on Google My Business Listing to Stand Out as a Medical Center?

Ty Allen: Yeah, we see that they do both, actually. So we see that the link from your Google My Business page where you’re connecting basically to a doctor’s profile or to a practice’s profile on the website, if that link goes to a page, that has the same keywords that are in the doctor’s profile and in the doctor’s category on the Google My Business page, we see those pages rank more highly. So it is still very important to have a highly ranking website that you can link to from the Google My Business pages, so that the page, the Google page ranks higher, and if you get those keyword… Kind of that keyword triangle set up correctly, if the category chosen on the Google My Business page, those same keywords from that category on the physician’s profile page on the website, and those keywords also included in the business description on the physician’s Google My Business page, we see a nice synergy there that causes Google My Business pages to rank higher.

 

Caitlin McDonaldOkay, that makes sense. I can see how it all works together there. Now, are you recommending that in addition to having the medical practice have a Google My Business page, that each of the physicians have their own Google My Business page, as well?

Physician Google My Business Listings

Ty Allen: We do recommend that, yes. We’ve seen policy change from Google on that, and we’ve seen it become a really valuable way for a practice to attract patients. Now sometimes a practice doesn’t wanna do that and they wanna just promote their practice as a brand and they don’t really want their physicians to be front and center, and sometimes they’re worried that those physicians will then take that reputation and leave, and it doesn’t strengthen the partnership in the practice, but honestly, it’s more valuable in the search process if a practice will embrace the concept of each of the providers, each of the doctors, we don’t typically recommend this for PAs or nurse practitioners or even PTs, but the doctors themselves, having their own Google My business page, as well as the practice having a Google My Business page, that gives that practice more footprint in the market to attract patients and making those pages highly optimized is also very important.

So when we say that, we believe there are 10 key components on a Google My Business page that really help it rank highly, so when our platform actually sinks a Google page in, it runs a scorecard analysis on each of those components, so the optimization score, and that is completely independent of the number of reviews. We actually see that a page can ranks more highly without any reviews if all the components on a Google My business page are properly configured. Then, of course, you add reviews to that, you add postings, you answer and respond to questions that get posted by patients, you reply to reviews, you do all those great things on a Google My Business page, and it just moves it higher and higher and higher, but the first step is claim a page for each doc in each location, optimize those pages, and then start the process of building a reputation.

 

Caitlin McDonald: Great, so it sounds as though an office administrator has quite a bit of work or they can turn to a service like yours to help them with this. So, what could an office administrator do to make sure that that they are soliciting reviews from patients?

How to Solicit Reviews from Patients

Ty Allen: Yeah, so the basics, and as you said, this can all be done manually. If an administrator has the time, they can go and claim the pages, go through each of the pages and get the pictures, the configuration, the hours, the description, the links to the website, get all of that stuff done, that’s all very doable. You can use Google’s interfaces to do that, to manage these Google My Business pages. And then once you’ve done that, you can say print a little card and hand it out to each of the patients. And on that card it has a link that they could type into their phone or into their computer and click that link and go out and leave a review for the doctor.

All very doable, and something that we highly recommend practices consider doing. Typically what we find is most practice managers or marketing people, or front desk people, and these practices are already overworked. So our approach to this is to automate all of that process. So I’ve already talked through claiming the page, optimizing the page, all those things, but let’s talk about how the best way to get patients to leave feedback.

So we’ve seen groups do everything from putting a computer in the lobby and asking patients to walk up to that computer, log in to their personal accounts on that computer and then leave a review for a doctor, to some groups, even as I said, handing out a card and hoping patients will take the card home and type that long URL in, and then get to a review page. So, most of those things can work, they’re just not as effective as actually sending a message, automated message, via text to each of the patients. So we actually recommend a text message that goes to the patients that has a nice link on it, a picture from the doctor, and an invitation for the patient to easily click the link, leave a review, typically a patient can do that in about 30 seconds.

The beauty of that process versus the other two that I just talked about, is those patients receive that text message or email on their phone typically, and when they click the link to leave feedback on Google or Facebook or one of these platforms they’re typically are already authenticated to Google, maybe they already have the Facebook app on their phone, that it opens into Facebook. So make it so that it’s so easy that they could do it in less than one minute, and then you actually get in a high enough response rate that you can really move the needle on the reputation.

There’s a couple of other problems I would point out when you try to do it more manually, is you hand somebody a card. It’s a complex URL, the chances of them actually doing it go way down, they’re not gonna type that in and go through that process. And if you ask them to do it in your lobby on a computer, they’ve gotta remember their passwords to log in, then you’ve gotta remember to make sure that that thing gets logged out so you’re not sharing personal data, so the next patient who might walk up to it. But then the worst thing about that option is if you’re making those reviews, many of them from the same computer, on the same IP address, the platforms start to throw those away, the review platforms start to ignore those because they know they’re coming from one IP address and they think they’re fraudulent. So, the most efficient thing to do is to get a message to a patient, on their phone that they can easily click and move through the review process as quickly as possible.

 

Caitlin McDonaldNow SocialClimb as a platform, this is exactly what you do. We have some clients who utilize SocialClimb and it is very straightforward, and very easy for patients to leave those reviews. Honestly, within a couple of hours of turning on the packages with you, we have as marketing managers of Google My Business pages, we have seen reviews come in, when prior to that, maybe one per month would come in.

And it really is making that process easy and simple for the patients as they’re leaving the practice, they get that text message notification. It’s top of mind and that ease of use is just right in their face. So it does make it very easy and streamlined to get those reviews.

 

Ty Allen: Well that’s great to hear that it’s worked well for your client like that. We see that with a lot of groups and as you pointed out, previous to making an effort like this, to invite patients, you typically only get one or two reviews, very few a month, and really unfortunately, they’re often the patient who wants to complain. So, what we’re really doing is enabling that silent majority of happy patients who walk away from a cycle of care with a practice, or a physician, who are very happy, right, they’re the happiest of the patients, but they don’t turn around and say thank you.

They don’t think about it, they’re not passionate about saying, “Thank you,” like a person who’s mad is passionate about saying they’re mad. So what we’re really trying to do is get 10%, that’s the goal, 10% of the happy patients, and we’re asking every patient whether they’re happy or not. Let’s talk about that in just a second. But, get 10% of those happy patients to turn around and say thank you by leaving a social media review for that practice or that doctor. And that adds up really fast and really makes a practice look… Or a physician look great online, because they typically are making 99% of their patients extremely happy.

And we ask those questions, when we invite a patient, we do not gate them. We don’t say, “Hey if you’re happy, leave a public review, if you’re unhappy, don’t do anything or leave a private review.” We ask the question per the policy of most of these review platforms to just invite everyone to leave feedback. The reality is most unhappy patients, given a chance, if you’re asking them how their experience was, they’ll actually turn around and wanna tell you without giving you a bad name online.

So, our process is, “Would you please leave feedback at these public review sites?” If they say yes, they’re taken to the public review sites, if they say no, they’re given an opportunity to say something that comes right back to the practice. So that’s the way to appropriately invite patients to leave feedback, and we typically see that great care providers get great reputations online through this process.

 

Caitlin McDonaldNow, one thing that across all industries, by opening up yourself to getting reviews online do is that you are opening yourself to get bad reviews. And one thing that’s always good to do, especially in the medical industry, is to think about what those responses are going to be for those negative reviews as well as positive reviews as commenting back on any review that you get can help show that you are also an active participant, and really care about your patients. Do you have any tips or insights about how to go about formulating those responses to negative reviews specifically?

 

Ty Allen: Yes. So your point is very, very accurate from my opinion. You wanna respond to any and all reviews. Really, we recommend that a practice responds to all the positive reviews, thank those patients. That is a courteous thing to do in normal human interactions. It’s also a very positive thing to do from Google’s perspective. If you’re getting lots of reviews and you’re actually responding to the reviews, you actually then rank higher. Getting a lot of reviews is great but getting a lot of reviews, that you respond to seems to cause your pages to rank even higher. So, our positive reviews, it’s an easy thing. We actually have a suite of replies, both positive and negative, that are built into our platform that are HIPAA compliant, that we recommend that a practice use.

So now let’s talk about negative feedback. So when you do get negative feedback, our suggestion is to think of it in two ways. First off, you wanna get this conversation offline. So you wanna reply in a respectful way that asks the patient to contact you privately so you can have that conversation offline, and you wanna do that so that everyone can see that you’re proactively and quickly responding to negative feedback. So, you don’t wanna wait a month, you don’t even wanna wait a day. If you get a negative review, you wanna reply within minutes to hours, and then you wanna get that conversation offline, and that helps the next patient who comes along that looks at your feedback then understands that sometimes things do happen

Something out of your control can happen but you care as a practice, and so you respond quickly. And then when you get that patient into a service recovery opportunity, which is what we recommend how you think of these, we actually have a process in our platform that makes it easy for you to track what you’ve done there, make notes on it, share it with your team and even build a little process around it, so that everybody in the organization understands what you got feedback on that didn’t work and that kind of socializes within your organization and also shows how many of those have been resolved.

So when the physician looks through all the feedback, positive and negative, that’s come in for them throughout that month or that week, they can see that anything negative has actually been dealt with or is in the process of being dealt with. So you have several different constituents you’re worried about here. Of course, you are worried about the patient, and responding to them, but as an administrator, you also want to make sure that your physician understands what’s going on, the feedback that’s being brought in, and that you’re actually dealing with it, and kind of solving those issues for them.

 

Caitlin McDonaldThat’s such great insights and information there. Ty I see that we are running short on time. Are there any other tips or pieces of advice that you would like to give to our listeners today?

 

Ty Allen: Yeah, actually there is. So we’ve spent this time, it’s been great talking about the importance of building a practice or a physician’s ratings and reviews, and how that can then help them be found more easily online, and that that data is clear. We have thousands of physicians using our platform who see a significant uptick in their visibility and inbound calls and clicks. But to me, the most exciting thing is once a physician or a practice has built a great reputation online, there’s now a new emerging option that lets you take that reputation and easily leverage it to target more specifically, the patient types that you want in the areas where you want them.

That might be a topic of conversation for another podcast at some point, but what I’m really talking about is the ability that Google has recently made available to take a Google My Business page and convert it into an ad that carries that doctor’s great reputation into a targeted ad campaign that can easily be delivered into certain zip codes, or certain cities to go get the patients that a physician wants as they grow their practice.

 

Caitlin McDonaldYes, and that actually would make an excellent future podcast. We truly believe in the Google Ads interface, and their ability to optimize on the different ad sets and utilizing Smart Campaigns to really tie into the the Google My Business listing. So I would love to tap into your insights and your mind on that as well, and to hear how SocialClimb is able to utilize Google Ads campaigns as a way to further reach the right people online. I think that that’s very powerful for medical practices, and again, it shows how you can get all of these different tools working together to reach new patients and get new patients in the door.

 

Ty Allen: Yeah, awesome, let’s find a time to have that discussion at another time. I really appreciate the opportunity to have been here today, though.

 

Caitlin McDonaldWonderful, well, Ty, you have shared such great insight talking about why it’s important to be on different directories and solicit reviews, what tools and technologies are out there, as well as what to do once you do get a positive and a negative review. So we really appreciate your time today. Listeners, if you are interested in learning how SocialClimb can benefit your practice, head on over to their website, SocialClimb.com. Ty, you have social media sites as well so I’m sure they can jump on over to Facebook to learn more about your business and the great work that you’re doing.

 

Ty Allen: Great, thank you.

 

Caitlin McDonald: Wonderful thank you so much!

 

Ty Allen Social Climb Interview

 

 

Ty Allen Social Climb Interview

Ty Allen Social Climb Interview

Website Development For Medical Clinics

On today’s episode of The Social Speak podcast, we’re going to be talking a little bit about website development and specifically our process for website development for your healthcare clinic.

We specialize in creating websites that capture your brand, your voice, your expertise and best position yourself in your medical practice to be found by prospects. Now, when we build a website, we don’t view it as a one-and-done sort of thing. It’s not a brochure that you print out and then you have thousands of copies to hand out.

Healthcare Website Design and Development

A website is an ever growing and changing, and shifting presence online, where we recommend you are continually adding blogposts, uploading videos, creating resources and interviews to engage your prospects and engage your current patients.

So the reason why I want to do this today, is we just finished up a website for one of our clients and our main contact, the office manager sent over such a fabulous note. She writes, “I am beyond thrilled with how everything has turned out so far, and want to thank you so much for all of the hard work. Prior to starting this project, I heard horror stories from some friends and colleagues who have been in charge of website redesigns and had been dreading the process. You and your team made it so easy on us and we could not be happier with the way things have gone. We really look forward to our continued partnership moving forward.”

So this is just one of the many testimonials that we have from a local clinic who had an old website that frankly, they just weren’t thrilled about. The pages were hard to update, they did not include current information, and it was hard to really adjust the functionality, so that it attracted the right people to their organization.

Listen to the Podcast

 

How we create websites for clients

Now, the process that we follow for creating websites for our clients tries to make it as fun and simple as possible. I got a kick out of designing these websites because really I’m able to visualize what that end goal is.

Analyze your current website

Oftentimes, you start with the website and potentially you just can’t stand the look and feel of it. However if we go into the backend and we look and we see that everything really is set up very strongly for Google and you are getting patients and prospects from the website, we might actually tell you, “You know what, there are better ways to spend your budget rather than doing the website redesign.”

Now, if we look in the back end and things are just as messy as they are on the front end, we’ll let you know and we will help you work through a process that we follow for creating the new websites.

Initial conversation

So the first thing that we do is we have an initial conversation, they’ll be with myself, potentially, my business partner will be on the call as well or one of our account managers, and we ask questions,

  • Do you currently have a website, what are websites you like the look and feel of and what are some that you don’t?

This allows us to see if there are similarities between the ones that you like and the ones that you don’t like so that we can replicate by using your own branding and values and purpose and goals, though with items that you do like compared to the ones that you don’t.

  • What are the top concerns about your current website, what are the top goals for your new website?
  • How will you measure if the site is performing, what is the main call to action?

So new consultations booked, appointments scheduled, email sign ups, increased traffic, things like that, so we can track all of that as well as where they’re coming from.

  • Additional functionality that you’d like to see in your new website

Let us know if there are functionalities you’d like to expand on and carry on from your old website.

  • Questions about your current brand standards

Oftentimes, our clients already do have their branding all set and solidified. They have their logos, their fonts, their colors. However, if you are a newer healthcare clinic or want to go through a complete rebranding of your healthcare clinic, we can definitely help with that as well.

We have a few partners that depending on your niche will make a great fit for that branding side. However, a lot of times our clients come to us, their website is just not performing as it should, they’re all set with their branding, all set with their value selection, things like that and we just take that and move it into the 21st century.

  • What is your target market?

So in order to create a website that attracts this target, we need to understand:

  1. Who they are  so we wanna know who your ideal patient is and understand some of those success stories.
  2. What were they struggling with beforehand and where did they come out the other side, once they were done working with your physicians, your doctors?
  3. What about you, what about your brand? We wanna know the values and the passions of the doctors, as well as the admin, the administration, so that we can really understand how to capture your unique voice through the website.

We have some websites that we work through where we are rewriting all of the copy on the website, and running it through your medical director to make sure it’s all approved, and then we have other clients who write the content, or already have the content written and they just wanna make sure that it’s displayed the best on a new website.

We find that branding and layout and content really have to all work together in order to have a seamless website. It can’t just have images, and then content built separately. You need to pull them together. We also love to talk about the benefits of working with you. So what are some of those most impactful transformations that your clients realize with working with you?

Plan website’s structure

So once we have all of this information and we have our website kick-off call, we get to work. And the first thing that our team does and I am actually going to hold up a workbook, right here.

So, if you’re listening to the podcast, you can kind of visualize this basically, it’s just very rough sketches of what pages could look like. And this one right here, it has a header. It has icons, events, kinda scrolling testimonials. And so what we do is we take elements that we see on other websites that you have noted that you like the look and feel of, and we see how we can then incorporate similar items into your website.

We typically have a page layout for the home page, then another page layout for the top level services pages, so let’s say you have one service page for all of the different… Oh goodness, thinking of too many different industries [chuckle] for all of the different dental care options that you have. So that page would have one layout, however all of the sub-pages, that go into dental cleaning surgeries, cavity extractions, and things like that, would have a different layout. So those are three layouts there, a layout for your contact page and probably a layout for your about page. And so each of these pages, they’re going to have a similar look and feel, however we’ve found by differentiating them by layout a little bit helps to make sure that somebody can move smoothly through the website.

As we’re building the site, we also make sure that we really understand your page hierarchy. So, this means how do all of your pages and services relate to one another? How should Google be ranking them and how can we link between the pages to get that best search engine optimization for you?

Search Engine Optimization

While we’re doing that and putting the content on the pages, we’re doing keyword research. Potentially the wording and the language that you use within your practice isn’t what people are actually looking for on Google.

So we wanna make sure that we are writing for search engines, writing to showcase your expertise and then also writing to best position your practice to be the one that clients and prospects then choose to become a patient.

Web design and content approval

Now this whole process, we like to move through it actually fairly quickly, at least that design element. We recognize that it does take time for content to be approved, messaging to be approved. However, our process is typically a one-month turnaround, for smaller website projects.

Turnaround time

Within the first two weeks, we wanna get you a working design, a working layout that you can poke around and see where we’re going for that look and feel. Typically, at this point, we’ll have that home page, about page, main services page, sub-services page and contact page. If I haven’t said that, contact page, all kind of set, ready to go.

Then, if you already have the content and you have minimal additional functionality, maybe a blog on potentially lead capture form and we utilize Influx MD for most of our healthcare clinic websites. If you need that, again, typically a month, we can get most of the site all set ready to go and then just that approval process might take another month.

So we like to have a website started and completed within that same quarter. If you want additional functionality, such as payment center, maybe a more robust directory listing for your physicians, scheduling tools and things like that, might take a little bit longer.

Integrating Influx MD

If we are integrating Influx MD in there, they do have an onboarding process as well to make sure that we are tapping into the systems and processes that you already have and really bringing those to help your administration through the whole process of that initial scheduling.

Influx MD is a HIPAA compliant form system so that it really taps into your current processes, keeps everything secure and allows us to then, moving forward after the website’s done, move into lead collection for your healthcare clinic. And that’s where our ongoing marketing really ties in with search engine optimization as well as running sponsored advertising, writing blog posts, doing doctor interviews and posting to social media, all of which tie into how people that interact and utilize your website to achieve their goals.

Conclusion

So if you have any questions about how your website currently is working, I’d love to do an audit on your website, so we can talk about what your goals are and see if it’s actually accomplishing them. Or a small tweak might be able to better align your website with what you’re hoping to do.

If we find in that process that a new website is going to be the best course of action, I’ll send over that website onboarding form and we’ll schedule a call from there to really dive into what those goals are and that look and feel that you’re going for that website. So I can’t wait to talk with you about your medical marketing website, and I hope that this has been insightful about some of what that process looks like for working with our team.

If you like this episode, and you want to learn more about healthcare marketing, please subscribe to our podcast, subscribe to our YouTube channel and jump on over to our website to check out the additional blog posts that we have over there.

Website Development For Medical Clinics

 

Website Development For Medical Clinics

Website Development For Medical Clinics

Increase patients wiht digital marketing strategy

In this podcast we review the exact strategy Social Speak uses with their healthcare practices to boost new consultations and build brand loyalty online.

Please view the video at Youtube if you would like to see the screen share – click here to access.

The Social Speak Digital Strategy for Medical Marketing (our Roadmap to Digital Marketing) includes:

  • Social Media
  • Blogging
  • SEO and Physician Interviews
  • Landing Page
  • Automated Email Follow-Up

The tools discussed in the podcast include:

If you are looking to increase the ROI from your digital marketing in 2020, please reach out to schedule a consultation today! We can’t wait to learn more about your practice.

Listen to the Podcast

Watch the Video

Read the medical marketing transcript

00:01 Caitlin McDonald: Hello and welcome to the Social Speak Network podcast. My name is Caitlin McDonald and I am one of the co-owners over here at Social Speak. So today, we were gonna wrap up the year talking about SEO as we’re moving into 2020. But I’m kind of pulling an audible and I really want to take the time to share the exact strategy that is working right now for our healthcare clinics. Now, this strategy is one that we’ve been utilizing for quite a while. However, it’s really working right now, so I want to make sure that moving into 2020, you’ll be able to implement this for your healthcare practice. Now, we also are available to help out as well. This is our specialty, managing the marketing campaigns for clinics and hospitals across the country. So if you do wanna schedule a free consultation, we’d love to chat with you, see if we’re a good fit, and I give you a couple of tips and pointers to get you moving in the right direction.

 

01:08 CM: So this strategy really utilizes a lot of different marketing techniques, but it is pretty straight forward. So I’m gonna be… If you’re on our podcast, I’ll be talking through everything. If you jump over to our YouTube channel, you’ll be able to follow along and I’ll be able to show you some of the tools that we do utilize for our clinics and if you prefer reading, the transcript will be on our blog probably next week.

 

01:42 CM: So let’s get started. Let me share my screen here. And as I mentioned, the first part of our process really begins with the strategy. So when we’re taking a look at the strategy, we want to focus on a few different things. First and foremost, we do still utilize social media marketing. Social media is there to expand your reach and spread your authentic brand voice online. If you’re targeting younger individuals, older individuals, it really doesn’t matter, you need to prove that you are active online and a legitimate business. One of the ways to do this is by posting to social media accounts.

 

02:28 CM: So doing this builds brand loyalty by staying true to your values. It also helps you stay top of mind. Yes, your posts won’t necessarily reach everybody who’s following you online. In fact, it’ll probably only reach a couple of people, so we utilize ads to help with this as well. However, if somebody is actively looking for you, most likely your Facebook page will show up high in the search results so you wanna make sure that you are active there. And then, Facebook and social media also help you cultivate relationships and attract clients.

 

03:03 CM: The second piece of the strategy that we follow is blogging and SEO. Creating content, any content isn’t gonna work anymore, it’s creating the right content at the right time for your target market. So what does this actually mean for you? It means creating timely information so that you are found online, and it helps to build trust with your audience. For a couple of practices, what we are doing is doing physician interviews or interviews with your staff and transcribing those in a Q/A format, so that you are answering the questions that people are actually looking for online in a way that’s easy to digest and where they can really start building trust with the physicians in your practice.

 

03:55 CM: And then the last way is through lead generation. So with lead generation, really, our goal is to capture prospect information. Yes, you have to be aware of being HIPAA compliant, but we’ll dive into that. So here, you need a strategy to boost your new leads, to shorten the sales cycle, or that cycle for actually getting a prospect in the door, booking a consultation, and then also to increase your recurring revenue. So if you know somebody who typically comes in for one procedure, then ends up coming in for follow-up visits for something else, it might be good to focus on that first procedure and getting leads for that so that you can then share information through email marketing or in the office itself to get them booking those follow-up appointments as well.

 

04:52 CM: So this is where it gets really fun and it’s actually putting together that plan and diving in to do what you need to be doing for your marketing. So this is our roadmap to digital marketing and really goes through all of the different steps. Today, I’m gonna be focusing mostly on this lead generation piece. So, in lead generation, we’re really reaching people during their patient journey. So, as I mentioned, we’re figuring out what symptoms they have, what problems they’re experiencing and how they want to live their life differently if they come in and see you.

 

05:33 CM: So when we’re doing this, we’re utilizing Facebook ads for brand awareness and to get leads, Google AdWords for search targeting, and this is a great way to get people when they’re making that decision about who they’re gonna work with, and Facebook ads for re-targeting. So here, Facebook and Google really are the ad networks that we are utilizing for this. So I’m gonna jump on over here and I have up Google AdWords. Most of you probably already have an AdWords account. However, if you call… This is kind of a nice little tip, if you’re just getting started, tipping your toes in the water, you can actually call up this number here in the top of the page and a representative can help you set up your first campaign. If you don’t have someone on staff who knows how to set up AdWords, I do recommend utilizing Google’s own network of consultants who can set that up because it’s complementary. And again, a great way just to get started. Now, as you’re building more in-depth campaign, setting up conversion tracking and things like that, I do recommend working with an expert. Our team has a team of experts on staff who can help out with setting up campaigns, restructuring them from what Google originally sets up or what a previous agency has set up to make sure that they’re actually working for you.

 

07:08 CM: We oftentimes come into clinics and see that the geographic area isn’t quite right, or maybe a mixture of different services are piled into one ad group. All of these things can be detrimental for your practice. So an example of this, I just did a search for “pediatrician, Marlborough, Mass” and there are three that come up. But if you take a look, there’s no ads here. So if you are a pediatrician around there, it’s a great thing, [chuckle] a great opportunity for you. But what you’ll see is there are oftentimes fewer ads than there are doctors and other listings that come up. So that’s a great way to make sure as you are creating your campaign, that you’re showing up up here at the top. I don’t have Facebook up, but Facebook is very similar as well. Oftentimes, a health clinic will come on in… Or, excuse me, a marketing agency will come on in, they’ll set up a Facebook account and, or even someone on your staff. And one problem that we’ve seen is that oftentimes, these ads aren’t targeted for your audience correctly. So you want to make sure that you are being very specific in your targeting at least at the beginning, so that you can learn who’s responding to your messages and who isn’t.

 

08:42 CM: For Facebook, for example, let’s say you are working with individuals who have non-healing foot ulcers. Typically, this is caused by diabetes, so you can actually target people who have shown an interest in the National Diabetes Association, for example. They’re not gonna say on their profile that they have a foot ulcer, but they are going to be following, or most likely going to be following or have expressed interest in a national organization or a magazine, or another coach or something like that who has targeted them already. So this is a great way to kind of refine your messaging.

 

09:26 CM: Additionally, let’s say, your practice focuses on, I had pediatrics before, what you can do is you can target people, potentially, who just got married, or who have a toddler or have a… Or following other parenting pages. And this might be a great way to narrow down your target market there. Now, within those ads themselves, there are a few things that you need to really do in order to see a return on your investment. So one of the first things that we utilize is lead pages. Now, lead pages is not HIPAA compliant, however, you can embed a form on here that is HIPAA compliant so that the leads go into your system, the lead capture system, and the landing pages are just hosted on your website, built by lead pages.

 

10:30 CM: The reason why we do this is because we want them to be very specific and tailored towards that one service and towards that one target audience. So if you’re targeting a, I don’t know, a family member of somebody, who has somebody else in the family who’s suffering from addiction, you’re running ads to raise awareness about the support and resources that are out there, that landing page is gonna be different than what you want to appear or the language that you want to have that’s geared towards that person who’s suffering themselves. So here, lead pages is just the tool that we utilize. You can build a landing page just through WordPress, but we love lead pages because it is very easy to alter the page style, it allows you to do AB testing, so create two different versions of the same landing page, and have lead pages automatically show which one, whichever one, and then over time, you can tell which one is performing better. It also has great graphs. So typically for healthcare centers, we utilize conversion tracking a few different ways on lead pages itself. We want to optimize the number of people who are clicking on a link.

 

11:51 CM: Here’s a little example right here to schedule a consultation. That will then open up a pop-up, on that pop-up is the form that you create through that third party. So, on lead pages itself, we can’t tell how many people have then filled out the form, but that’s why we use the Facebook Pixel and Google Tag Manager. So here, lead pages, again, it’s just a great, easy way to set up those landing pages and test them. And have it be where it’s just a single page rather than going to… And I’ll just click on, I don’t know, one of these… So let’s say this is your website, this is the UMass Memorial Health Care Center. So if somebody goes to this page from an ad, there are so many other places to click. So we found that that is not good for increasing your ROI and conversion rates. So having a page that they go to where it’s just that single page with the call to action of scheduling a consultation, it works really well. Then there’s a question of what content should you utilize on that page and in the ads. So we actually have a form on our website, and I’ll put this in the description, socialspeaknetwork.com, work with us, onboarding lead generation.

 

13:27 CM: And this is geared towards kind of a broader audience than just healthcare centers. But you can fill it out and here you can select free consultation is what you’re trying to get. But then we have questions here that really will help you identify those key concerns, key questions, key fears of your patients, your target patients, and we have the questions so that they lead you through exactly sort of what you need in order to create the ad text as well as the text for the landing page. And so, we help you kind of really identify and nail down your target market and then create a story around it. So, in this story, we often do actually start with a sentence or two that’s somebody’s story. It could be your own story, a patient testimonial, or even just a made-up story that fits in with the benefits that you can provide for your clients, for your patients. From there, we go into the benefits of actually coming in to see your practice, and finally, the call to action to schedule a consultation. Creating a doctor video around this as well is also a great way to increase brand awareness.

 

14:56 CM: So again, work with us, onboarding lead generation, the link is down below. But you can just go through this exercise, and at the end, I believe that we do have, even go through an email sequence that you can utilize at the end, when you click submit, we will send you in an email those answers that you put in there so that you can then copy and paste or utilize them, you could also print out that form if you don’t wanna submit the information. However, we’re happy to chat with you about the process as well. So those story ads work really well on Facebook. And then, on Google, we’re utilizing headlines and short calls to action to contact you.

 

15:52 CM: Now, once somebody clicks on an ad, they go to lead pages, then what happens to them? If you don’t have to be HIPAA compliant, we recommend utilizing MailChimp. It’s very cost-effective, it’s a great way to get started, and it has wonderful bells and whistles that a lot of the big boys have. So it’s a great way to create those welcome series, as well as quick follow-up emails and everything.

 

16:22 CM: Now, if you are HIPAA complaint, we highly recommend utilizing Influx MD. It looks like not all the images have loaded on here, however, we have a great relationship with them. And so, a lot of our clients utilize us to help facilitate the creation of emails and everything, and basically, Influx MD takes somebody from being a prospect to scheduling their first consult. From there we’re really able to track the ROI. Influx MD is able to tell through our tracking where the patient or the prospect originally came from. It can automate and systematize the process of sending those initial questionnaires and forms that somebody needs to fill out. And then it can directly sync up with your patient management system. We really like it, just because it helps with the customer relationship as well as the lead management and then it has that sales and email marketing automation as well. So it really reduces the burden on your staff and helps prove how effective the marketing is. So, we utilize this a lot. We utilize Google analytics and we utilize Facebook Pixels as well, just to see where leads are coming from, see the cost per lead and everything like that. So, let me just jump back over here, see if there was anything else. Okay, and this is… It’s actually just a health coach, but it kind of shows you that process with the landing page, they click the button, here’s the form, and then they get a drip sequence of emails.

 

18:13 CM: So if you have been wondering if your marketing is working for your healthcare practice, maybe you didn’t quite have as good of a year in 2019 as you had projected and hoped. This process is really what we’re seeing to work right now. So we start with the Facebook just having information going out to your accounts to build trust in your brand, then we utilize blogging as one piece, and a physician interviews as another piece of your SEO strategy. What we’ve really been seeing work well for SEO is building back links. And so, submitting your website to different directories, different websites to have the link added to content. We have a whole team that’s working on that. It is a very manual process, but we have seen tremendous results there because you do wanna make sure your organic listing or your website is showing up organically as well as the ads and the map listing and everything. And another piece of that SEO is building reviews on Google and on Facebook, just so that you can have that social proof. So those reviews work really well to make sure that your map listing is showing up higher, as well as social proof.

 

19:42 CM: And then, it’s running the ads. So we run ads based on interest targeting on Facebook, keywords on Google, and then retargeting ads on both Facebook and Google, to make sure that if we’ve already paid for somebody to get to the site or landing page, we are recouping some of that cost by showing them repeat ads. Of course, we haven’t collected any information about them, it’s just based on the cookie on their website, that Facebook and Google are in charge of. [chuckle]

 

20:16 CM: From here, we utilize or we recommend utilizing a tool like Influx MD to make sure that you are remaining HIPAA compliant as you are emailing and creating relationships with these prospects who have become leads. And throughout this whole process make sure that you have the Google Webmaster tool… Excuse me, Google Tag Manager, so that you can track conversions, as well as clicks for phone numbers, or map clicks. And the Facebook Pixel installed on your site so that you can really track the ROI from Facebook ads.

 

20:53 CM: So I hope that this has been helpful leading through the actual techniques and strategies that we utilize for our clients. If you do want to schedule a consultation, we are more than happy to schedule a time for you. And we’d love to learn more about your practice, your target market and what you’re currently working on and struggling with right now. Thank you so much for tuning in and we will see you in the New Year on the Social Speak Network podcast

Lead Generation for Health Care

Today we’re going to be talking about Lead generation. We’ve already discussed Facebook advertising and social media marketing and lead generation ties into this as well as your Patient Journey very closely.

Now as we dive into lead generation, there are some basic components that we are going to discuss. The first is having a clear understanding of what your ideal patient is looking for online, then it includes creating the messaging that’s going to bring this person into the door and get them interested in learning more, followed by the technical aspects of creating a landing page a welcome email and a thank you page. as we discussed these items were going to dive into the hero’s journey and what this means for creating advertising copy that captures the attention, build trust, and books initial consultations with your patients.

Often times we see health clinics run ads that direct people to a page on their website. While this is great for building website traffic we have found that these campaigns lead to nearly zero results and a negative return on investment for health care centers. While you want to make sure that you are helping those in your community, you also need to make sure that you are understanding how the money you spend in your advertising actually relates to an increase in revenue of your bottom line.

Please – if you know that your ads just run to a page on your website, jump into your account and pause them now and don’t hesitate to contact us for a marketing consultation.

Let’s start first with the needs of your ideal patient we’ve been talking about this over the past couple of months. You should already understand your patient Journey. What brings these patients in the door? What makes them look for your services? And how can you position the benefits of coming in to see your doctors so that it answers the key questions that you are prospects have.

Watch Lead Generation Strategy

Listen to the Lead Generation Strategy on our Marketing Podcast

Transcript of Healthcare Marketing Podcast on Medical Lead Generation

00:01 Caitlin McDonald: Hello and welcome to the Social Speak Network podcast. I’m Caitlin McDonald, the co-founder over here at Social Speak, and today we’re gonna be talking about lead generation for your healthcare practice. So, we’ve already discussed Facebook advertising and social media marketing, and lead generation really ties into these as well as your patient journey which we’ve been discussing all throughout very closely. So, as we dive into lead generation, there’s some basic components that we’re going to discuss. The first is having a clear understanding of what your ideal patient is looking for online. So, then, this dives into creating the messaging that’s going to bring this person into the door and get them interested in learning more. You follow this by the technical aspects of creating a landing page, and a welcome email, and a thank you page.

01:05 CM: And so, as we discuss these items, we’re going to dive into the hero’s journey, and what this means for creating advertising copy that captures the attention, builds trust, and books initial consultations with patients. So, oftentimes, we see healthcare clinics and different clinics run ads that direct people just to a page on their website, and maybe there’s a schedule, your appointment form there. Well, this is great for building traffic to your website, we’ve found that these campaigns really don’t lead to a return on your investment. Yes, you might get a few people booking appointments. However, there’s a much better way to run your lead generation campaigns, so that you have a higher chance of getting people filling out that initial form. And so we’ll be diving into that today.

02:02 CM: So, while you wanna make sure that you’re helping those in your community, you also need to make sure that the money that you’re spending on getting people through a funnel is actually increasing the revenue to your bottom line. So if you know that your ads run to a page of your website on your website, please jump into those accounts, pause them now, pick up your phone, give us call, we are here to help you. Again, this is the number one mistake that we see health care centers and clinics make. So, again, yes, it’s awesome that you’re getting website traffic there, but are they actually been converting into patients for your clinic?

02:51 CM: So, taking a step back, let’s first talk about the needs of your ideal patient. And we’ve been talking about this for the past month or so, maybe two months, and you should already have a sense of your patient journey. So this includes what brings the patients into the door, what makes them look for your services, and how can you position the benefits of coming in to see your doctors so that it answers the key questions, concerns, and fears that your prospects have? So take the time to review your patient journey again. And, again, this can be multiple patient journeys. I just want you to think about one of them. Once you have that patient journey at the forefront of your mind, you can begin to understand how you can position the answers to these common questions and solutions to these common fears as part of the hero’s journey framework.

03:51 CM: So let’s quickly talk about the hero’s journey. The hero’s journey originates from Joseph Campbell, and really can be a framework that we can utilize in our marketing messaging. I’m not gonna go through step-by-step about what Joseph Campbell says, but more about how we can use it in your marketing language. So we actually follow this process when we are writing Facebook ads for our healthcare centers. So, the step one, first step is create an emotion. And this is really getting people involved and getting them to have a connection to the story that you are telling. Then the next thing is to determine a theme. This is an idea of how we should live our lives. Are you finding peace in your life, or are you living a life of greater success? Are you living on your own terms, and things like that? Then you can talk about the hero’s journey. So, what was their life before they started on this journey? What was the background?

05:09 CM: Then, what did you long for, what did this person long for? So, for example, if it’s somebody who has knee pain, their life before is that they could hardly get off of the couch, they couldn’t go out and enjoy the activities that they used to, they longed to dance at their daughter’s wedding and have that first dance, but they were just in pain. So you need to create empathy for the hero in your content. And so you can talk about this individual either in the third person or in the first person. We found for a lot of smaller solo practitioners, health coaches that talking about this in the first person works really well. And for larger health care clinics oftentimes having an individual tell their story works really well.

06:00 CM: So you want to show how misfortune has affected the character as a way to develop that sympathy. And you also want to make the hero likable. You can’t have a villain as that hero especially in these ads. So, the next thing is you need to present an opportunity that this main character, the main hero has faced. And so this can be an event that’s never happened to them before. So they learned a secret. They heard about a specialist in the area, they heard about one of your physicians and the services that you offer. And so the hero then takes action. And, as it transitions into this new situation, what’s at stake? What are those big questions that they have? And now it’s a chance to show how they actually pursued their goal of being able to dance at their daughter’s wedding.

07:10 CM: They took action and they accomplished their goal by coming in to see your specialist. By booking that first appointment, they were able to put their fears aside and to understand how knee replacement surgery has come a long way. And so you want to make sure that you are building up a climax and showing how this hero has taken their pain and found a solution and then actually acted on it. And then here is when you show the transformation. So you’re telling about what life was like after. You start with before, how bad everything was. They find the solution, they take action and then you have the transformation. We’ve been finding that having a testimonial within this transformation piece can work really well to provide social proof that the transformation actually worked. And if you are an expert, you are the specialist that you say you are able to help people, I’m sure you will be able to find one of those testimonials.

08:17 CM: So we really enjoy following this… Enjoy… [chuckle] We found a lot of success following this hero’s journey as we’re putting together the language that we use in the Facebook ad. So then I mentioned rather than sending somebody directly to a website that just is part of your site as a whole, really directing them to a landing page. So we take some of those key benefits that we’re identifying within this Hero’s Journey of all the things that they could accomplish after that transformation and we put those benefits onto the landing page. We can also put a video of the specialist that actually allowed that transformation to happen. And so you can do a quick video of one of your physicians, one of your doctors, or even yourself in there, just to build trust, get people to know, like, and trust your brand and to allow people to come face-to-face with who they would be meeting at your practice.

09:21 CM: From here we have that schedule appointment now. For smaller solopreneurs you could have an e-book or a checklist to grow your email list. We also do recommend that for healthcare centers. But if you really wanna see that immediate return, scheduling the appointments, having this here is a great idea. So, to build your landing page, we utilize a tool, Lead Pages. It’s just leadpages.com, you can sign up for an account there, and we build basically all of our landing pages through here, and they’re just very simple layouts. So, as I mentioned, we take the benefits, we put them on one side, we have a video, and we have the schedule now, and a headline up at the top with maybe your logo.

10:20 CM: And so it’s just very clear and crisp and has one call to action. They don’t then see all of the links at the top of the website, and start clicking around to learn more and forget that they were even there to book an appointment. This is to get people to take action immediately. From here we have lead pages actually send out an initial email to anybody who signs up for the consultation or to download a resource from you. And we have lead pages also host the “Thank You” page. So on the “Thank You” page is where you can provide even more information about the clinic, link to the website, and things like that. Sometimes we even build that “Thank You” page directly onto the website so that they can then start poking around and learning more about your practice.

11:17 CM: And how this works if somebody clicks on the Facebook ad. You’re targeting them based on interests, geographic location. Maybe there are people who have been to your website, and because you have the pixel installed on your website, or in a different landing page, you can re-market to them. Potentially you have an email list, and you can create a lookalike audience for that email list. And so you have this audience, you direct them to the landing page. After that landing page which we build on lead pages, we put the code directly onto your website, so it could be a WordPress website, you just use a plugin, it’s super simple. Other websites, you can take the HTML code from lead pages, plug it into a page on your website for more control and flexibility. Lead Pages does A/B testing, kinda just built in so you can try different designs, you could try having a video, not having a video, changing colors or language, and it will all automatically process for you.

12:25 CM: So they get to the landing page, they fill out the information, they got sent a welcome email as well as redirected to a thank you page where they can learn more about your practice. And the reason why we do this is because we really feel as though if you want to help the folks in your community who are struggling and who need your clinics support and expertise, that you need to create a system and a messaging that’s going to make it as simple as possible for them to move forward and take that next step. We have just found such great success with this process. Typically, you might start out and you might get the messaging wrong, and that’s okay, at least you’re getting the information and the data to then make a new decision in the future.

13:27 CM: So, as I mentioned before, if you are currently running ads and you don’t know how well they’re converting, or you think that they’re just going to a page on your website that may or may not have a little form on the side of the page, please reach out to us. We would love to chat, love to dive into what you do have going on, just for a free consultation where we can tell you the steps that you can take in order to optimize that advertising campaign. Of course we do also work as your external marketing department, and we can help manage those lead funnels as well. So, again, my name is Caitlin McDonald, I am the co-founder of Social Speak Network, you’ve been listening to the Social Speak Network podcast. Thanks so much for tuning in and we will see you next week.

Stephen Merrigan SEO Podcast Interview

In today’s healthcare marketing podcast we have the privileged of interviewing Stephen Merrigan of Merrigan media. Stephen has a track record for success when it comes to marketing online.

Through a combination of marketing and copy writing for advertisements and sales, Stephen Merrigan understands how to target the right customers and make your product or service appealing to them.

Though multifaceted in the field of marketing, Stephen has become a true expert in relates to developing an online marketing strategy that ties in perfectly around your product or service. With his online expertise, you can rest easily with the knowledge that your website is going to generate interest with eye-catching copy that your future customers are going to want to read.

The link mentioned in this Podcast interview on Search Engine Optimization is:

https://gsnedders.html5.org/outliner/

 

Listen to the Podcast Interview with Stephen Merrigan

Healthcare Marketing Podcast Interview on Search Engine Optimization Transcript

Caitlin: It is my pleasure to welcome Stephen we’re so happy to have you on the show today.

Stephen: Thank you that it’s a pleasure to be here, thank you. For having me, great.

Caitlin: Well, to get things off. Tell us a little bit about your background in digital marketing.

Stephen: Yeah, I started back in the early ‘2000s now, I guess it would have been as an affiliate marketer, back then, if you had any kind of search marketing, no matter how rudimentary, it was like printing money. Affiliate marketing, basically is arrangements with other companies who give you a commission based on the sales that you send them.

And so, I would create ads and develop search marketing strategy and send business leads and the profit I made was much greater than what I spent on the ad, so it was just invest a little to make a lot. Unfortunately, as more marketers learned about this, it became a lot more competitive, and then not only competitive, the search engine themselves had to come up with basically rules. More rules to sort of govern this to make sure there was no scanning to say the least. And by the time 2008 rolled around the margins were so then it just wasn’t economically viable any longer, but I had already amassed all this expertise and experience. I decided to start using that to consult businesses who there was no commission. They get 100% of the profits so that paying from my time.

C: Great, great. I found that a lot. I interview viewing different agency owners that if you’re one of those businesses that’s been around for a while, really, it was learning kind of as you go to start and then creating something that you can replicate over and over again, for clients.

So your business focuses on inbound and search marketing. Can you describe how this differs from content marketing or digital marketing in general?

S: Yeah, in general, in digital marketing, sort of encapsulates all marketing through digital media, as a whole. Whereas, I don’t know if you’re familiar, like back before digital marketing, we had this concept of paid, owned, and earned media and it still applies in digital marketing. There’s paid media, which is sort of your CPC ads, then earned media which is your Facebook shares or people blogging about you, and then your own media, which may be your website.

So what we have is we have what I focus in the search marketing is more of paid and owned, media

I pay for… As I send it to your own media, your website. Whereas content marketing is more focused on earned media, using own media but focus on earning that which in turn is actually comes back the search marketing as sort of a tool that earned media and how it creates the owned media reinforces your SEO, right?

C: So do you recommend if somebody’s working with you do you recommend that they’re also doing content marketing as well?

Can your solution really be stand alone?

S: No, it can’t be stand-alone.

The things that I do that sort of prepare the website for SEO, but content marketing is also a big piece of that and search engine optimization. The SEO guy works very closely with the content marketers. The content markers going do what they need to do to get earned media. It doesn’t mean that they shouldn’t have some SEO applications in mind, some key words and things that work together, but they’re there two distinct expertise.

C: What current trends are you seeing for health centers with search marketing in 2019 or in general?

S: Yeah, so in the last few years is a big thing as millennials, right? And they’re very savvy, and they are just, they’re getting all their information from search from their phone, quick. And so what you’re seeing is a lot of these health centers and especially the Mayo clinic, and others, you’ll see they are focused on making sure that the answer is readily available in the search results.

Millennials don’t want to dig through a lot of information, they want the answer quick, and then they’re going to move on, because they’re busy, they’re going to move on to the next task.

C: One thing that we’ve seen work well because we focus a lot on the content, marketing side, but what we’ve seen really well, going along with that, is answering that question in the first couple of sentences and then providing that keyword of fluff, content after you answer the question, in order to have a maximum benefit for us for search engine optimization.

The trick to SEO is to answer the question in the first couple of sentences then write the rest of your blog.

But you’re providing people what they want immediately.

And then Stephen are there any tactics that were expected to perform well or have a lot of high but failed to take hold in 2018?

S: Yeah, honestly I don’t subscribe to any hype. After two decades and early doing this, you learned there’s a right way and there’s no other way.

There’s really no shortcuts in doing this. The trick is always been the same. It’s creating engaging usable media that provides what the users want and it’s always been that way and always will be that way, right?

Search engines, they’re a business too… And no matter, no matter how you share your media, Facebook, anything they have a business model and their business model also needs to be profitable and if they’re providing people with bad solutions or bad search results, then their business models failing and people are going to stop using them. So if you stick with that in the back of your mind that these are businesses as well, and their model depends on people getting the information they want, then you can never see yourself wrong.

C: That’s a great perspective to have there. Stick with what works, stick with providing that valuable content and it most likely it will work out.

S: Yeah, yeah, no tricks, and need it, just do what’s right, eventually it’ll work out.

C: Great, great, and then what are the top three things that a health or wellness center should be doing online to see return from their digital marketing efforts?

S: Yeah, I talk three things that I look for right away and I look to optimize, if there’s any issues is your site hierarchy. And that’s basically the way the site is built and organized, to how the information is organized on your website from page, which is using your tax properly H2 tag, etcetera, to how your menu is organized and the menu would be organized by the URLS and making sure you’re using proper subdirectories and lining everything up in a organized method. 2 – Site speed is also critical slow website, especially with millennials you’re going to get a high bounce rate.

C: Well, especially with mobile viewing increasing, there might not be a good connection or if something like that. And so it’s really, really important to have the site streamlined and load quickly.

S: Yes, yeah, it will kill your SEO efforts, your all your organic efforts if it’s slow and it will also increase your bounce rate and kill your paid efforts. So, it’s not critical.

C: Now, let’s talk about that just for a little bit. We’ve seen a lot of our clients, they want to have their site visually appealing, and everything, and so they send over the highest quality photos that they can find. What techniques do you have for anyone who’s just updating, let’s say, a WordPress website for their practice or something updating a blog post, what advice do you have for people to shrink those image sizes or to make sure that that page low time is fast?

S: Yeah, so I’m not the dev expert, but I do provide information to them through my tools that I get. So what I see a lot is there’s a way to compress images and especially in WordPress there are plug-ins for compressing the images and site speed. So I would talk to your dev look at… Have him look into those plugins. The number one thing you can start with is just go to Google Site Speed, you can just Google… Google Site Speed, and it will check the speed on your website in both desktop and mobile, and it will provide you with literally a list of things you can do to speed up your site.

So easy absolutely free – that’s the first thing I do.

C: That’s great advice there. And then I think you had one other thing, one other top tip, as well.

S: Yeah, and I think I look at is the site copy – the content.  and is it engaging what happens is for organic search especially if someone comes to your site and the search result and they don’t find that content engaging, and they leave Google and other search engines will see that as a signal that, ‘Hey, that web page was not interesting for that person who use that search term’ and it will just demote you. So you have to make sure you’re not just put in keyword stuff content. It actually has to be engaging and keep people on the site and engage them for a certain amount of time, so that when someone uses that search term, and they do make it to your site as you start getting some ranking, that they stick to it.

Then you keep that ranking. Sometimes you look in Google Analytics and you’ll see that a huge spike an organic traffic for a day, and you’ll wonder what happened there, it’s that you’ve got some rank and it didn’t stick and then you lost it.

So that is a huge, huge thing that we look for was making that website sticky.

C: Yes, absolutely, and something that we’ve seen work really, well is let’s say it is a blog post that you’ve written put links to other blogs in there, put links other resources in there, try and get somebody to stay on the site as long as you can.

S: Well, even if you get someone to leave the site, what happens is that they took action on that site. It goes from being a bounce to a non-bounce.

Huge benefit. Even if you’re taking it to another site to get more info, it’s better than them leaving your site.

C: Yes, what great insight that is definitely perfect. And then, what’s the top strategy that should be followed but often, marketing teams get wrong?

S: Yeah, they’re all top strategy, right?

But the one thing that people miss out on is we’re always focused on links, blogs, the content, sharing social paid ads, and what most companies just forget about is the website itself and how it is built, the site hierarchy. t is so crucial that the data is organized in a, in a way that search engines can read it. And what you have is you have a lot of developers that are they’re really smart, they’re really keen, but they may not have any formal education in it, and they can build beautiful websites, they’re very artistic, but the foundation isn’t behind that website to set it up for success.

So the number one thing that I look at as I mentioned a minute ago is the site hierarchy. How it’s built and if search engines can read it.

Great, and is there any way to check your website if you’re getting worried that maybe yours isn’t structured properly?

Yeah, HTML5 O-Liner is a free tool

C: Oh great, so I will put that link in the description. So if you’re listening today, please go to that description if you are curious or wondering about your site hierarchy and if everything is working as well as it could be for you?

S: Yeah, it’s HTML 5 O-liner, it’s absolutely free, and very basic. If you forget the url Google it and it’ll come up, but the URL is G-S-N-E-D-D-E-R-S, I have absolutely no idea what that means.

https://gsnedders.html5.org/outliner/ 

HTML 5 dot org for outline right, I will be sure everybody gets that link.

I’m sending it through to you right now, just to be sure, it’s a in the fall because I know that’s kind of a weird URL.

C: Perfect, I got it here. A cool wonderful, great, Steven. I want to learn more about your business. You started Merrigan media, you focus on search engine marketing. Tell us a little bit about your services, your company you’ve alluded to some of the things that you do, but let’s see if we can understand it a little bit more.

S: Yeah, I sort of start with grass root plans from building the inbound marketing strategy, full and down marketing strategy that we’ll discuss in a minute. How I can’t do all of it but building to the overall in-bound marketing strategy, looking at the website, making sure with the foundations or solid, working on SEO keyword research, paid advertising, taking that all together, and then I start working with outsourcing, and working with other teams of content marketing website development, social media marketing, etcetera, I pull them all in together, with what I have from my clients to build it in a great integrated marketing strategy across all those segments. Pay media earned media.

C: And what type of clients do you focus on mostly?

S: Yeah, I get clients from every vertical a lot lately have been startups actually they’re basically, they got their funding, they have some history of success maybe they have a new product and they need the folding down, they need to make sure that their investment is going right, they have that exposure first, they understand it’s not going to be direct response from the beginning. Some of this is a high-ticket price. Some of the SAAS has stuff, it’s $10’s of thousands a year, right?

So, it inbound is very, very important how to lead, nurture, once they learn of your product, keeping it back on line. So when a year from now when the tenders come to… And they need to make that big purchase decision we are there.

C: Awesome, that’s great, that’s great. So let’s see, lastly, are there any search engine marketing strategies that you’re currently testing that you don’t think other agencies are really implementing for their clients?

S: I’m not testing anything, but there is something that other agencies are missing out on huge clients are missing out on it and it’s structured snippets and it is literally a gold mine or a business.

And I’ve been doing this for a few years since they started and we’ve had huge success. Now the markets send it out a little bit, but there are not enough people use in structure snippets. And what structure snippets are it’s like when we talk about millennial’s, when they search a question and the answer comes right up in the search results, right?

That is because a website has structured snippets, it’s a little bit of coding on the page that will trigger it, so it will come up in that search result. Not near enough people are doing this and it’s literally Google just handing you a golden ticket. Well right now and a couple of years when everyone’s doing it, it won’t be any longer but your website could have a rank of 20th, but if you have a structure of snippet for a question that no one else has, you’ll still get that top spot.

So, if you answer that question, and no one else does, even though your rank is so low, you’ll have that position and if they click to learn more than your website link will be there, above all else, and if, when people click on that link, the site is actually engaging, like we talked about earlier, then that will help the overall SEO increase.

C: Yeah, and structured snippets. They have been out for a few years and you’re absolutely right, you might implement them every once in a while, but not on every side or not on every page. And so that is something that’s very easy once you know what you’re doing, it can be very easy or your web developer can do it. Just to make sure that you’re getting that extra boost. It has been kind of a slow, slow implementation process. You’re right. It’s a gold mine, but not many people are doing it, they’re not.

S: I still have clients every day someone contacts me, and they have no idea what I’m talking about, and they’ve been trying to market their business for years. And this is, like you said, it has been over a few years and it’s me. First thing I do help structure snippets… You’ve got a blog, you’re putting a answers in that blog and we need to make sure it’s on those pages.

C: Absolutely, what great insight, thank you then. Is there anything else I should have asked? But I didn’t?

S: I don’t think so. I like to keep a little bit to myself 🙂

C: Well, perfect, thank you so much for joining us today. Stephen a pleasure learning some of your expertise and hearing about the site hierarchy, Google Site Speed, making sure your website copies all lit up to date where it should be, and then also that link. So we’ll be sure to put that link into a the description of this podcast as well because that is very important to make sure, that you’re checking out,

S: absolutely, and don’t forget about the Google Site Speed, it’s a free tool, and also critical to you use and I’ll send you the link to repetition.

C: Well, wonderful, thank you again, Stephen, I appreciate you being on!

So again, that was Stephen Merrigan with Merrigan media and it was such a pleasure to have him on the show today. If you take a look in the description of this podcast episode, there are two links in there that you should be sure to look mark on your browser, and at least share with your web developer and if your practice has on the first is that HTML5 site hierarchy tool. And then the second one was the Google Site Speed.

So both of those will give you insights into if there is room for improvement with your website and then additionally ask about those site snippets, the page snippets if you do a Google search for some sort of treatment or ailment typically WebMB or another notable website and company will show up there, but you can also show up there with a page snippet, as well.

So, thank you again to Steven. I’m Caitlin McDonald this is the Social Speak Network podcast:

We are on iTunes and PodBean. If you found this episode to be educational and helpful for your marketing, I urge you to subscribe. Thanks so much and I’ll see you on the next podcast episode.

 

Best practices for Search Engine Optimization with Merrigan Media

7 steps to creating an FAQ Page that attracts new clients for your Medical Practice

7 Steps to creating an FAQ Page that attracts new clients for your Medical Practice

In this blog post I am taking a look at the steps for you to take to optimize a FAQ page on your website so that it not only is indexed in Google, but also so that it attracts new patients and can be repurposed in additional digital marketing for your medical practice.

FAQ sections of your healthcare website at one point were incredibly important, they then, however, were looked down at by a a lot of copy writers and website developers because the questions should be answered elsewhere on your website. The professional digital marketers at Social Speak Network used to even argue that an FAQ section would be better served by creating blog posts rather than having each of the questions listed on a single page. Our tune has now changed.

FAQ sections, whether they are single pages devoted to answering commonly asked questions or sections spread throughout a website that appear on specific services specialties pages, can drastically effect the performance of your health center website. These FAQ sections:

  • Increase search engine optimization (and possibility of having a Featured Snippet on Google search results)
  • Increase the likelihood of matching voice search (increasing Mobile SEO for your medical practice)
  • Build brand authority
  • Get prospects to know, like and trust your clinic
  • Create digital marketing collateral that can then be repurposed in email marketing, initial consultations with prospects, and social media posts.

Additionally, you can still provide expanded answers to these commonly asked questions in the form of blog posts and article. Now, before we dive deeper, let’s take a look at what a Featured Snippet is on Google.

What are Featured Snippets in Google Search Results?

When users ask questions in Google Search, one of the answers that appears may be a Featured Snippet. The information that appears here is extracted from a webpage and displayed to the user. Whereas you can utilize Knowledge Graph or Rick Snippets to display additional information within your search results, you cannot actually control what shows up for a Featured Snippet.

Featured Snippets are a part of the search results. In simple terms, Google finds content that matches the question asked and displays this result at a Featured Snippet.

Because of Google highlighting and emphasizing what it deems as the best answer to a question asked, it is incredibly important to add an FAQ section(s) to your Medical Practice Website.

So, how do you Create a FAQ Page that Converts on your Health Center Website?

The process to creating an FAQ section on your website is fairly straight forward. In this blog post we take a step by step look at how to create a well-functioning FAQ page on your medical practice website.

  1. Group Questions at top of the page
  2. Add headers or sections within the questions so they are easier to navigate
  3. Link questions to their respective answers lower on the page
  4. Create a concise and clear answer to each question
  5. Record a video of the answer to each question
  6. Add your brand name or a physicians name to the first line of the question
  7. Add a link in the answer to the service or next step in the sales funnel for the individual to learn more.

Look for “People also ask for” questions on Google Search Results

  1. Group questions at the top of the page.

    When you group questions together, this could either be at the top of the page or at a top of a section on a page, you are making it easier for the user, or prospect, to quickly jump to the information that appeals to them.

    Having a user-friendly website increases trust in your medical practice brand.

    faq questions grouped
    This also helps to keep an individual on your site for longer if they do not need to scan through all the content and questions to find exactly what they are looking for.

  2. Add headers or sections within the questions so they are easier to navigate.

    Here, you want to make sure, again, that the answers to common questions are easy to find quickly. For an orthopedic practice, for example, you may have sections for:

    • Your Initial Consultation
    • Preparing for Surgery
    • What to Expect at Your Appointment
    • Recovery Post-Procedure

    Within these sections, you may have numerous questions, all of which are talking points for your physicians to patients and prospects. To figure out what questions to include on your FAQ page, think of the different steps within your patient lifetime journey.

    Focus your Commonly Asked Questions on the Patient Journey

    What are the first questions they will have for your healthcare practice as they are first realizing they may need care? What questions do they have for your specialists to best prepare them for a procedure, and what questions will they have for a quick recovery? As you are writing the content try to predict what related questions an individual may ask. Additionally, ask the admin staff and the specialists at your medical practice what common questions they answer.

    Google also can provide insights into commonly asked questions. Type in a broad question into Google. For example “What to expect the day of knee surgery?” When you scroll down in the search results, you will notice a section titled “People also ask” – Google is providing you with additional questions to consider for your health center FAQ.

    Google search results for knee surgery(You’ll also notice that for this search, there also is no Featured Snippet – time to get working on that FAQ…)

  3. You’ll notice that I’ve followed this advice in this blog. As you grow out the list of commonly asked questions for your medical practice, it makes it much more navigable to list the questions first and the link to the answers. Having a link that goes directly to the answer also allows you to share this answer in correspondence with patients, prospects, and on social media. It makes repurposing content that much easier for your business.

    Create HTML links for each question and answer within your Healthcare Center FAQ

    To create a link to a specific place in the text, use the following code:

    Create the Link: 
    Where you are adding the link, rather than entering a complete destination URL, simply enter #destination-id (use the respective ‘destination id’). In the page HTML, this will look like: <a href=”#destination-id”>Link Text</a>
    Select the Destination: To identify where you would like the link created above to go to, you will assign a div id to the content. In the HTML of the page, add: <div id=”destination-id”>Content Header to Link To</div>

  4. Create a concise and clear answer to each question

    This ties directly into the previous points described about writing a powerful FAQ section on your health practice website that drives traffic to your website and new patients to your clinic.  When you write an answer to a commonly asked question, you want to make sure to be as concise as possible and then drive the reader to another page/blog post/to schedule an appointment to learn more.

    When you purposefully don’t answer specific questions and when you leave your answers short, you can lead the prospect through the sales funnel.

  5. Record a video of the answer to each question.

    Videos, videos, videos! Video marketing is one of the most important strategies for your medical practice digital marketing. We highly recommend having physicians in your clinic film their answers to these questions.

    video in faq
    If a prospect can put a face to a name and if the physician provides a clear-concise answer, your practice is set up to quickly build trust and authority with prospects. Videos help to:

    • Build trust with prospects and set expectations about what the process is like with your health center.
    • Create additional opportunities for Search Engine Optimization. Videos are indexed in addition to the content on your pages. We recommend publishing the video on YouTube and then embedding it on your website. When you use the question being answered in the title, your video is very likely to appear in the search results.
      Google video search results
    • Lastly, having videos embedded within your health care commonly asked question, adds additional content for your marketing team to share on social media, email marketing, and in advertising.

    One of our favorite parts about video marketing for healthcare is that you no longer need to create a $10,000 5 minute video. In fact, just using a newer phone and a $20 microphone will do the trick. Authentic videos that are not highly edited work well for FAQ sections on your website.

  6. Add your brand name or a physicians name to the first line of the question

    Rather than just answering the commonly asked question, make an effort to include your health practice name or a physician’s name in the answer. Not only does this increase credibility, but it also builds name recognition.

    While we have had some digital marketing clients tell us that the content reads strangely with the practice name at the start of each answer, also realize that 1) your readers won’t be reading every question if you are structuring the content so it is easy to find what you are looking for (eg grouping questions by category) and 2) if one of your Q&As are selected for a featured snippet on Google, you’ll benefit that much more if your practice name also appears.

    Social Speak often recommends having the name of whichever specialist is in your video have their name in the answer, as well. This is an easy way to have the content be cohesive.

  7. FAQ pages on your medical practice website fulfill a much needed role of predicting what prospects and patients are going to ask. While you want to be thoughtful of answering as many commonly asked questions as possible, you also want to lead users (prospects mostly) through the patient journey of scheduling and coming in for an appointment.

    Include the answers to questions, but also lead people to additional content and ultimately to pick up the phone or click the link to schedule a consultation.

 

 

How to Create a FAQ Page that Converts on your Health Center Website
 How to Create a FAQ Section on your Health Center Website that Actually Attracts New Patient
Healthcare Digital Marketing insights with Gold Medical Marketing Founder Daniel Goldberg

In this week’s podcast, I had the honor of interviewing Daniel Goldberg, Founder and CEO of Gold Medical Marketing.

Daniel Goldberg is widely regarded as a pioneer in Medical Marketing and Public Relations and was an integral part of the transition to Direct to Patient Marketing. Daniel’s unique knowledge of the business of healthcare and patient behaviors allow him to create marketing and public relations campaigns that reach specifically targeted audiences that maximize ROI. His ability to identify markets for potential patients allows GMM’s clients to penetrate new audiences and increase patient volume exponentially. Daniel has also lectured both nationally and internationally on the topic of Medical Marketing at some of the most esteemed medical conferences.

Daniel founded Gold Medical Marketing in 2012 after serving as the Director of Marketing and Business Development in a private orthopedic / spine practice and ASC. In the process, GMM has grown to be one of the most successful medical marketing firms and represents medical practices across the country.

In this interview with CEO and founder, Daniel Goldberg, we focused on web design, brand awareness initiatives, and transactional marketing efforts for the Orthopedic, Spine or Neurosurgery Practice. We covered:

  • How Inbound Marketing, Web design, and traditional marketing work for orthopedic brands.
  • Current trends or wellness practices with digital marketing in 2019.
  • Why you should create a Quarterly marketing budget for your health center rather than an annual budget.
  • The top 3 things that a wellness center should be doing online to see a return from their SEM efforts.
  • The top strategy that should be followed, but often marketing teams get wrong.

Learn more about how to use Digital Marketing for your Healthcare center.

I had a couple of great takeaways from this health care marketing interview and I’m sure that you will as well for your own medical practice.

Setting Goals for your Orthopedic, Spine or Neurosurgery Practice Marketing Campaigns

First and foremost, it is ever important to make sure your team understands the goals of the marketing programs that you are running.

Are your campaigns geared towards one time transactions and getting somebody in the door the first time they search for a specialty?

Are they built around branding and brand recognition?

Once this is clearly defined, you can have a greater understanding of how each campaign actually affects your customer acquisition cost and patient growth.

Understand How Your Patient Journey is Reflected in On and Off-line Marketing Campaigns

The next takeaway is to take the steps towards better understanding your patient journey.

It’s not just what happens online, but also their experience within your office. For example, if a prospect sees language online that grows enough confidence in your expertise to give your practice a call, is the front desk knowledgeable about the services that you offer?

Can they answer simple questions about the process, the physician, and generally show they place the patient first?

Are you making a good first impression with your website, with your social media, with that first phone call?

Set your Healthcare Marketing Budget Quarterly Rather than Annually

And then lastly, and I think that this is the most important, is thinking about your marketing budget, not as an annual budget, but rather on a quarterly basis.

If a campaign is working well for bringing clients in the door and yields a positive ROI from digital marketing for your practice, you do your practice a disservice if the budget for that campaign can’t be scaled over time. Conversely, if you are testing a new marketing campaign with A/B testing and optimization, you can’t decide after a week that the campaign is a failure. Work the systems, work the processes, and, if after 90 days you still aren’t seeing a return, find another avenue to reallocate and test your health center marketing budget.

Rather than thinking about your marketing budget as an annual budget, we recommend putting it into three-month increments and doing a quarterly assessment of how your campaigns have either allowed you to reach your marketing goals or where they leave room for improvement.

Please be sure to subscribe to the Social Speak Podcast for more interviews with experts in digital marketing for health and wellness businesses.

To learn more about Gold Medical Marketing visit: GoldMedicalMarketing.com

Listen to the Healthcare Marketing Podcast Interview

Watch the Digital Marketing for Orthopaedic Centers Interview

 

Complete Transcript for Interview

The Hello, I’m Caitlin McDonald, and welcome to the newest episode of The Social Speak Network podcast.

Today, we are joined by Daniel Goldberg, the founder and CEO of Gold Medical Marketing.

Daniel Goldberg is widely regarded as a pioneer in medical marketing and public relations and was an integral part of the transition to direct-to-patient marketing. Daniel’s unique knowledge of the business, of healthcare, and of patient behaviors allow of him to create marketing and public relations campaigns that reach specifically targeted audiences that maximize ROI.

His ability to identify markets for potential patients allows Gold Medical Marketing’s clients to penetrate new audiences and increase patient volume exponentially.

Daniel has also lectured both nationally and internationally on the topic of Medical Marketing at some of the most esteemed medical conferences. Daniel founded gold Medical Marketing in 2012 after serving as the Director of Marketing and Business Development in a private orthopedic practice. In the process, Gold Medical Marketing has grown to be one of the most successful medical marketing firms and represents medical practices across the country.

So please join me in welcoming Daniel, to our podcast.

Caitlin: Daniel, we are so excited to have you on the show today.

Daniel: Thank you so much for having me, it’s a true pleasure.

C: First to kick things off, tell us a little bit about your background in digital marketing for orthopedic centers.

D: I’ve run a gold medical marketing for about eight or nine years. My background in digital marketing started when I was working within a private spine practice, it was about 10 years ago. I was really at the pivotal point where Google Adwords and even social media started to become patient acquisition tools and there was a shift from traditional marketing. I learned, I guess, on the fly about SEM and about social media marketing and the power of those tools for patient acquisition. So shortly after I worked in that practice, I started this firm. We’ve grown ever since, and it’s been a fun journey.

C: Awesome, awesome. Isn’t that interesting how most people who run agencies got their start in digital marketing and social media just on the fly, you had to learn it while you were in it.

D: It’s funny to talk to some of our employees or some of the people who either majored in in college or are new to it, and they’ve done things like Google tutorials and stuff to learn it and they have a good grasp on, but they don’t.

It’s interesting to discuss with them some of the changes that have happened over the past five or ten years where what they’re looking at it historically how it worked, and it was a lot more difficult to track things like successes in patient acquisition. Now the data and the data tools are so much more advanced than they were even five or eight years ago.

C: I mean, even three years ago.

D: Yeah, absolutely, the more data that those tools include, the easier it is to work with clients and report meaningful data.

C: Great, well let’s talk a little bit about your practice and your view of digital marketing. So your business, Gold Medical Marketing really takes a holistic approach to marketing. You not only help manage social media or advertising campaigns, but you also encourage a review of website design for healthcare, and analysis of what happens off-line, which a lot of agencies don’t really pay attention to.

Can you describe how your process to digital marketing for healthcare centers differs from traditional digital marketing?

D: As you know, the patient experience, or the patient journey, is different. You have to understand this when you build your website to creating digital marketing campaigns. You have to understand how the patient thinks, how the decision-making process works, and then how to cater to that patient story.

How does your Orthopaedic Website Increase your bottom line?

Something with web design, a lot of times practices will have a website that they like or that they think is the best for them, but whether is it the mobile experience, or the content doesn’t suit the patient, is not what the patient’s looking for, aesthetically and outwardly for you as a practitioner.

Your site can look nice, it could be what you wanted, but the navigation is difficult to understand, the calls to action aren’t there, and those are the things that increase conversion.

So we have to look at things from a branding perspective of the practice, but also integrate the best practices for patient traffic and everything for us starts usually with the website. Whether it’s social media traffic, Google traffic, or even offline things like print and magazine ads, those calls to action on the ads are always going direct back to the website.

The front door of your practice is now your website.

We want to make sure that if we’re spending money, either in traditional marketing, or digital marketing, that we are bringing the potential patients to a place that has a high likelihood of actually acquiring that patient. That’s why we always look at the website first and say, “Okay from mobile perspective, is your website mobile responsive?”

Google started penalizing sites that were not mobile responsive, about five years ago, and still to this day, I’m shocked at the amount of practice sites that we look at that aren’t mobile responsive.

That has a huge influence on your organic SEO or cost per click for Google ads, just the overall patient experience. We need to look at those things plus the content and calls to action, first before we start any sort of marketing program.

Marketing with a Patient Journey in Mind is More than Content Marketing Online

C: And then can you talk about how the patient journey transcends offline again, back to when the person at the front desk is answering that call and scheduling that initial appointment?

D: So, we can you talk about how you bring language kind of all through that process. We’ve worked a lot with orthopedic centers to neurosurgeon practices. In those instances, patients have an inherent fear of seeing the surgeon because they’re going be told, they think they’re going to be told they need head surgery, so a lot of them try to delay seeing a surgeon as long as possible. They try other means, and finally get to a point where they know that they need to see a specialist.

When they’re calling and they’re doing the research, whether they’re getting a recommendation from a friend or family member, they’re recalling an ad, whether is a print or online, they’re going to do their research. They’re going to look at the physician and practice themselves, they are going to view the website.

You need to help these prospects understand that the practice understands their concerns, understands their some of the fears or potential misconceptions. It’s important once that patient is even comfortable enough to then call then the front desk, the reception staff, that’s the front line. The call is the first interaction that the patient has with your practice. So the willingness of the reception staff to be accommodating – to understand, to listen and to not rush the patient – is very important.

There is also the importance for the reception staff to be able to answer some preliminary questions. So, I call your practice and I say, “how does your doctor do this type of procedure” if the reception staff says, “Hold on, let me check. I’m not sure” that sort of lack of confidence translates to the entire patient journey. Now the patient starts to lose confidence in that practice.

A lot of patients are looking at in multiple different practices in the area. They’re calling and polling different practices. And in most cases are going to go see the doctor whose staff made that patient feel the most comfortable and feel like they’ve come to the right place.

That’s a very important part of marketing that I think is overlooked.

You can bring traffic to a site and increase calls to the staff, but if the staff can’t capture them or aren’t confident in making that patient aware that this is where they should be, then you’re spending money, but not getting anything out of it.

C: I think it’s so important that we don’t ever view, and I think we’ll talk about this a little bit later, but that we won’t ever view digital marketing just in its own little bubble. It really is integrating your practice from that first click to the website through to scheduling an appointment.

Digital Marketing Trends in 2019 for Orthopedic, Spine or Neurosurgery Practice

So Daniel, what current trends are you seeing for health centers and medical practices with digital marketing in 2019?

D: So those practices now have acknowledged the relevance and the importance of social media. A lot of them were late, they were concerned about some of the information they were conveying from a clinical ethical standpoint, what they can say, what they couldn’t say, how to deal with things. I’m sure you’ve experienced negative patient feedback, how to deal with those things.

We really try to position social media as a valuable tool in patient acquisition through Facebook and Instagram advertising platforms, then the organic side. Having an active and engaging presence where you’re not just posting content from The New York Times, The New Yorker, or from a Medical Journal each week. Your healthcare practice should be posting true work, and content that speaks to the patient about your experience, your opinions on certain things – that’s very important.

On the organic side, on the paid side it’s using the behaviors using the data that Facebook aggregates about people in the area to target, people who don’t already know about you.

That’s one thing we’ve seen a lot of practices come around to.

The second is with hospitals of absorbing more smaller private practices, and thus increasing the competition for market share, a lot of smaller private practice are saying, “We need to have a marketing budget and a marketing plan, a holistic plan to compete and to stay competitive and independent from the larger health and hospital systems.”

A lot of the small practices will never out spend a multi-million hospital marketing budget, but we have to tell them how they can be more agile, and how they can spend better than some of their competitors, but not necessarily more.

And the last trend I see is a lot of practices were exploring things like TV and print again.

They’re looking at publications that are specifically suited to certain demographics. If you’re talking about what Jonathan a reader of Style magazine who watches TV certain times of day-to-report TV, those initiatives are more brand awareness focused.

I think what healthcare centers are seeing the difference between transactional marketing initiatives like search engine marketing, and more brand awareness initiatives like TV and radio, and even things like YouTube pre-roll ads, social media, and more brand awareness concepts.

C: Gotcha, so these practices are paying attention to what they want those KPIS and the goals of each of these verticals to be, and then finding the way to reach the audience to reach those goals.

D: I think as a sure you will know it’s important for them to understand the anticipated results, the anticipated KPIS from each vertical not every pollution is the same. So something like Google Search Ads is more transactional. You are going see an ROI quicker and the sole intention is to garden new patient.

Other things like traditional media, social media, display advertising, YouTube pre-roll advertising, those are more brand awareness.

Brand awareness may take the longer time to convert a patient.

It’s important for us as marketers to clarify those distinctions, so that our clients have the right expectation. We don’t want them to think that social media and Google Ads, produce the same results in the same period of time. That’s important to them to understand. So when I think that’s something that either their understanding better themselves or us as agencies are better explaining to them.

C: That is so important, to make sure that we’re having that clear communication and that conversation about what to expect with each of the different strategies.

D: I think that you and I both know that we see people in the digital marketing space who sort of over-promise. They tell clients what they should do and how beneficial this will be for them. And that they’ll see an instantaneous return. And that’s sort of for us, true health care marketers, sort of sets us up that if a client has been with a less than truthful company in the past, they have an inherent bad taste in their mouth for marketing because it failed the first time. The reason it failed the first time, was because the expectations and the goals weren’t clear.

So, as true health care marketing agencies, it’s our job to better distinguish what the goals are and what the intentions of each platform are.

Top Three Marketing Tactics a Medical Practice Should Be Doing Online

C: What are the top three things that medical practice should be doing online to see a return from their digital marketing efforts?

D: That comes down to understanding the patient journey.

Whether it be at the start with engine marketing, you’re looking at patients your area who are looking for you right now. So, they’re searching orthopedic surgeon near me or plastic surgeon. What they’re telling you is they want to find a provider right at this moment, it’s an easy sort of one-to-one transaction.

Understanding your cost per acquisition and understanding how much you cost to acquire a new patient and then what the revenue derived from that patient is over 3, 6, 9, 12 month period is really going help you determine your ROI.

The other thing is brand awareness so not every patient makes decisions instantaneously.

Some people have a medical problem, but they choose to either self-manage them or they choose to better, I guess, better to ignore them. And have using data, and using behaviors, you can target those patients with things like display as peril ads, and social media.

We know that we might be need of our services. And you’re constantly showing them the plan.

When they find the point of decision making, the brand recall sets in… So now they’re not searching cosmetic surgeon any more. They’re searching for your name. When they search for your name, your cost per acquisition will always be cheaper.

Because it’s your name, that’s an important thing that they have that a practice needs to understand. Not every patient makes a decision that morning, sometimes takes three or six months to make that decision.

Then the most important part is ROI tracking for your healthcare practice, so clicks and impressions and shares, are very important.

But for most physicians, they’ll always say I’m black and white and I want to know what I spent, what I paid, and what I got after the call.

Having call tracking or form tracking in place on the website where it’s new patient tracking or new form tracking, it’s very important to say not all of your clicks translated to a patience of your website. Got 10,000 clicks month, don’t think that was 10,000 patients, right?

That’s not a fair measurement. Having things in place to track new patient calls, have a compliant or new patient forms, is really going to say, okay, for the money you spend, this is what your return was. Here are your new patient acquisitions, here was the cost, and then let’s talk about the bill charges and the receivables over a course of months. But a lot of marketing is destined to fail or not to perform as well as it could if there’s no ROI tracking.

You’re spending money now, but you don’t know what you’re getting for it, so, I’m sure you… Well now after three to six months, people, your clients are going to want to answer truly what the black and white data is, and if we can’t provide it to them a lot of times they see it as waste or intangible, so that’s important that we have those metrics in place so that they understand. Here’s actually what you’ve got for the money you spent.

C: Yes, I absolutely, absolutely it’s so important to always be paying attention to that data and really seeing what it means, compared to those pre-establish goals that you’ve already said for that marketing channel.

I love how you keep on going back to, in the short-term successes and then also the long-term branding that will lead to successes, but it just sees time.

So, this continuing to bring it back to that not all marketing is created with the same goal in mind.

D: Yeah, absolutely, there’s room for brand awareness, there’s one for transaction, it’s about to get the expectation of what each initiative is and what that initiative is going to produce. So that’s very important for us to be able to communicate it up.

The top digital marketing strategy that should be followed but often, marketing teams get wrong

C: Yes, definitely. So what’s the top strategy that should be followed but often, marketing teams get wrong?

D: So I think it with marketing teams, and one physician to discuss marketing what their internal team or external teams, it’s becoming locked into a budget per year. So practice was that okay, we’re only going to spend this budget per year.

It helps from a fiscal perspective and it helps from the financial planning perspective, but it doesn’t help when you have a campaign or something you were doing that’s working very well, but you can’t forgo that or you can’t add to that because you’re locked into this amount. You were spending $500 a month in Google ads and it was performing incredibly well and it was working very well and you were getting a free ROI on that.

So if you have a yearly budget, you can’t add to that because you are already allocated your money for 12 months. So your social campaigns are incredibly engaging and they’re incredibly effective and generating traffic, which is translating to new patients. You can’t then spend more money and that’s get more engagement and more brand awareness because you locked yourself into only spending a certain amount of money over the course of 12 months. So I think what practices need to look at is quarterly, the data that they’re getting from their internal external teams, what it means, what their ROI is, and then projecting another three-month.

For a lot of things as well, at it takes time to accumulate. So especially with brand awareness and social we want look at that data and that engagement over more than just 30 days, or 30 days, 45 days, 60 days, and then make strategic decisions based on the data we you’ve gathered, right?

So, it we will run an ad two weeks through on a Facebook ad and made a decision off the data. We have a limited range and limited impressions, and thus limited data. It’s helpful if we can say, “Okay, for 90 days, we’re going to run these two ads against each other, we’re going to test these different creatives or we’re going to test these different ad copies and then at the end of 90 days, we’re going to explore what the data said and then make decisions based on that.”

But it’s hard when we know the next day that we have the exact same amount of money.

If we knew that something was producing and we knew that something was effective, and it was producing an ROI. Why not poor gas into that fire? I think a lot of partition restructure is how they look at their marketing budgets. January first, your budget shouldn’t be allocated through December 31st, it should be a quarterly strategy.

C: Yeah, and you know you hear about this much more with e-commerce sites that are selling products. It’s easy, very easy to measure with that first purchase, dollar in dollar out if you’re getting that dollar and dollar-out with follow-up, purchases afterwards, adding to the customer lifetime value. It’s easy to scale, but with medical practices often having that set budget. And it’s holding you back in the long run. And because if you’re getting client in and it’s a it’s converting well and that ratio between customer acquisition costs, and lifetime value is working in your favor, keep pushing that, absolutely.

D: And a lot of times, especially in healthcare, a patient acquisition has different values of or a simple example, if a patient comes in with a season position one time for an acute injury or A to condition the provider may be 200 or 100-500. So if their class probation, a patient was 40, and their return was 150, it’s about three to one for the… That needs to undergo a complex surgery that the bills are not tens of thousands of dollars.

Well, that’s a whole different metric now.

We have to look at one e-commerce where everything has a flat rate, a flat sort of cost, produce, and then your income, all of that medical practices don’t have.

It’s so much in what the revenue generated, it’s been from the procedure itself, the insurance company to everything. There are so many variables that you can’t just sort of say, “Okay here’s your flat ROI for every new acquisition. Some acquisitions have a three-to-one is some 300-1 ROI. That’s why quarterly we need to look at things like revenue and bills charged to us to say, “And here’s what it’s actually produced in which is important.”

C: Actually, in a previous podcast episode, we were talking about how when you’re creating these marketing campaigns and thinking about the customer journey, or that prospect journey think about those follow-on services. If you’re fixing the knee, then it might be the hip, then it might be the other hip.

So, it’s one attention to all those other services and surgeries and things that your practice will be beneficial for in the future.

D: Absolutely, and then also translates to outside of just the pet practice, but any type of practice, there’s also the intangible of if you provide a good service to a patient, the referrals that will come from that patient that’s almost impossible to measure because that patient might help five with our friends to go see you and you may not be able to track that or you might not know it’s how that patient found you, but that’s ROI, as well that you can track what is important to understand. So there’s tangible ROI and there’s the intangibles as well.

There’s also the idea that if you’re a primary care provider, or you’re a dentist or you’re even someone who sees acute conditions. I have a seven-year-old son so they take my son’s the same primary care position as I see because I like him. That’s value as well to the loyalty to that practice, that’s a lifetime value. They have to look at that as well.

C: Yeah, yeah, that is so important to the tangible and the intangible and really how the network of revenue that your practice could be bringing in could stem from one person in particular and just grow out from there.

D: It’s why I think years ago, a lot of physicians went door to door to all the referring physicians, offices to solicit or for all to get there, their follow-ups are there, the things they couldn’t treat, that was the intention.

Now that’s often done a patient side where if the patient is happy you’re providing conservation good offers the patient, they’re the ones we’re going to spread the word. They are the ones who are going to refer people to you. So again, it’s an intangible that sort intangible is difficult for us to digest because we want to see the data and we want to know at everything that’s happening, but in the community, it’s very important.

Gold Medical Marketing – a top ranked agency for healthcare and medical practices

C: Great, great. So, Daniel, your business is Gold Medical Marketing and you are a top ranked agency for healthcare and medical practices and tell us a little bit about your company, and your services.

D: So we do everything from traditional digital marketing whether that be web, design Google pay-per-click, SEO content creation, social media management marketing video production a graphic design, really, the whole gamut of services for a practice. We pride ourselves and being so one stop shop for orthopedic spine neurosurgery practices, we understand that for Brand messaging and brand consistency having everything in-house is important.

I think one of our bigger distinctions is the understanding of ROI and how to quietly track ROI, and tie that down, to revenue to show a practice true growth from a financial perspective, not just from a digital perspective.

You want to take the digital data and translate that into financial data for them, so they can really understand their marketing program, and what’s being done for them. So I think we are the only from the country we specialize is solely in those three fields.

We’ve spent about 10 years figuring out not just the clinical side, but also the patient’s perspective. We like to tell a lot of our marketing around the thousands of interviews we’ve done with patients to understand how they think and then translate that to a practice, so that practice can be positioned to understand the patient and thus acquire more patients.

C: Yes, I great, awesome. And then lastly, are there any digital marketing strategies that your team is currently testing that you don’t think many other agencies are implementing for their clients?

D: I think one of the things we’ve come around to a lot more recently is display advertising. Google Adwords has gotten a lot better at where it puts this by advertising how the display network works, and we’re starting to understand better that as we mentioned earlier that not every transaction is instantaneous especially with orthopedics.

People delay seeing a specialist or delay a procedure for extended periods of time, but because of the data aggregation on Google and with Facebook as well, those brand awareness initiatives are really important.

So when that patient does make the decision were top-of-mind and then the cost per was its cheaper. I think a lot of agencies focus a lot on just search, just so just Google searches or Facebook searches. We realize that not every patient wakes out one day and says, “Okay I’m going to have surgery.” There’s a journey there.

So, it’s understanding that journey, and then using brand awareness to capture that patient is something that we’ve really… I think, one, we perfected over the last year.

C: So, rather than only targeting people at that end of the funnel, when they’re ready to make that decision, it’s about capturing them at the top of the funnel, and being there every step of the way, so that when they’re ready to finally give you a call on your practice a call, you’re already top of mind, they already know your phone number by heart.

D: That’s what we’ve seen the social for a lot of what we see the social it is very transactional we are seeing patient acquisitions, come immediately from social ads on the other side were also seen as a brand awareness tool so data we’re getting from social say, here’s the ads or the audiences that are immediately transactional and here’s the ones where they’re focused on brand awareness. It’s important differentiate those too because we do see a lot of ROI received ROI on social media marketing. It’s just depending upon what the target is, what the service line is what the focus is, that’s what we’re saying that I think for you explain it, I’m sure as you explain to your clients that not everything is instantaneous.

Yes, here’s what we’re focusing on for and warms perspective clients, here’s what we’re focusing on from a transactional perspective.

C: You have, absolutely, absolutely Daniel. Is there anything else that I forgot to ask?

D: Not that I can think of.

C: Great, great, well, thank you so much for joining us today on the social speak podcast. I loved hearing your perspective and I know it for a fact, that you guys over at gold Medical Marketing are doing a fantastic job of your clients. So thank you for being on the show today.

D: Thank you. It was a privilege to be on the show and I can’t thank you enough.

C: Wow, that was such a pleasure having Daniel on our show today.

Now, I had a couple of great takeaways from this and I’m sure that you did as well for your own medical practice. The first thing is to make sure that you understand the goals of the marketing programs that you’re running. Are your campaigns geared towards one time transactions or getting somebody in the door, right when they’re ready to come on in or are they built around branding and brand recognition, and then also understanding how these campaigns actually affect your customer acquisition cost.

The next takeaway I had is understanding your patient journey. So it’s not just what happens online in the language that they see online, but also how that translates to their experience within your office. And when they’re talking with somebody to schedule an appointment, are they knowledgeable about the services that you offer? Are you making a good first impression with your website, with your social media, with that phone call?

And then lastly… And I think that this is the most important, is thinking about your marketing budget, not on an annual basis, but rather on a quarterly basis if a campaign is working well in bringing clients in the door and that customer acquisition cost to lifetime value, or even first time value, is it leading to a positive return for your practice, you want to continue to scale that, over time. So rather than, again, thinking about your marketing budget as an annual budget, we recommend putting it into three-month increments, and doing a quarterly assessment of how your campaigns have either led your goals. Or they need where they leave room for improvement.

So thank you again, Daniel for joining our show today, and if you’ve enjoyed this podcast, please subscribe to the Social Speak Network, we are on iTunes and PodBean, and I look forward to seeing you in our next episode.

Healthcare Digital Marketing insights with Gold Medical Marketing Founder Daniel Goldberg
Medical Practice Buyer Persona and Digital Marketing Advice for Healthcare Centers

Marketing articles often talk about understanding your buyer persona or your target market, but often times you need to read between the lines to find tactics that you can implement for your health care center.

In this article we take advice from some of the top marketing experts for medical center marketing and highlight how you can tailor your marketing towards your practice’s target market by:

  • Using interactive resources
  • Creating campaigns that are specifically geared towards immediate leads and long-term brand recognition
  • Creating an in depth FAQ section on your website to address both services and conditions.

Before diving into these tactics, it’s important to understand the strategy behind your buyer persona or target market. When first considered, we often to grouping all patients together and looking at broad identifiers. I’ve heard our clients proclaim our patients consist of men and women aged 40-65+. Honestly, this doesn’t do much.  The goal should be to find sub-groups and niches within your specialties and communicate to the heart of that niche.

What is your Medical Practice Buyer Persona?

Rather than grouping all patients together, start by understanding your specialties. Let’s say you work for an orthopedic center and specialize in joint pain and back pain as two key conditions – who are the specific candidates you can target for these two specialties.

Chris Carr, CEO of Farotech, recommends thinking about what are people doing when they need your services. For example, if a specialty is shoulder pain, you could target baseball players, specifically pitchers, or you could target someone who does handy-work around the home and fell off a ladder. What other services, however, are these people going to need? You treat the individual who fell off a ladder, and they might not necessarily have other ailments. You treat the baseball player, and next thing you know they are coming back for knee pain, back pain, and other ailments they may have been putting off.

Another example is knee pain. Most people put off their decision to have knee surgery, are they grateful after they come in? Yes! After a good experience are they more open to considering intervention for their hip or their other knee? Yes! Having brand recognition for these individuals can greatly improve the customer (or patient) lifetime value, something all practices should strive to do. To understand this target market, you need to understand the emotional journey they go through as they take the steps to pick up the phone and call your practice.

The first exercise to understand your buyer persona is to write a list or create a spreadsheet with your practice’s specialties, what patients typically come in for these, and what other services they may need after the fact. Once you have completed this exercise, rank the specific buyer personas based on both low hanging fruit (or who will schedule calls quickly) and typical customer lifetime value (folks who often have more than one procedure once they schedule their first appointment).

Abby Thompson of Salted Stone recommends also performing a quarterly review of who is coming into your practice – what are their symptoms, how did they find you, etc. Actually speak with your patients to understand their journey and to further your understanding of your target markets outlined in the spreadsheet you’ve created.

Once you have a clear understanding of your patient personas, you can start integrating them into your medical practice digital marketing strategy.

3 Tested Tactics to Integrate Patient Journey in Digital Marketing Strategy

Tactic 1: Create Interactive Resources that speak to the main concerns, questions, and pain points of your niche target markets.

Thompson has started utilizing quizzes, ebooks,  and interactive video to draw prospects in, engage them, and increase ROI. To create these interactive elements, focus your attention on answering the most daunting questions and concerns of your target market.

Some ideas to think about could be a step by step guide to exercises to do at home to build strength prior to a surgery or a video interview with a physician explaining the exact process used in a procedure. Capture the name and contact information of the individual interested in the resource and send them targeted information that brings them further along in their patient journey.

Tactic 2: Build advertising campaigns that are specifically geared towards immediate leads and long-term brand recognition.

As mentioned, some prospects are ready to call your practice right away whereas others take time to nurture. Daniel Goldberg, founder and CEO of Gold Medical Marketing, tends to emphasize with his clients that you can’t have the same goals for every campaign. Some advertising campaigns should be designed to capture leads immediately, but others need to align more with the patient journey.

Your practice needs to build brand recognition and instill trust with prospects before they are ready to pick up their phone for an initial consultation. Here, specifically think about display ads and retargeting campaigns.

Tactic 3: Create an in depth FAQ section on your website to address both services and conditions.

This is one of the most common techniques, and most valuable techniques for your practice to build an organic reach, create content that speaks to your buyer personas, and increase brand recognition.

Both Carr and John McAlpin, SEO Director of Cardinal Digital, highlight the importance of utilizing FAQ sections to interact with your buyer personas. Just as Thompson and Goldman recommend paying attention to the key concerns, questions, and pain points of your target patients, creating an FAQ section of your site or an FAQ section on each specialty can increase the effectiveness of your digital marketing strategy exponentially.

Carr recommends creating short videos to answer each question in addition to a written answer. These videos can then be repurposed as you send targeted emails to your buyers and can be shared online through social media and other channels. As you map out the full buyer-journey, each video will serve a specific purpose.

McAlpin on the other hand focuses on the technical SEO benefit to an FAQ section of your specialty page. Every specific question and answer creates an opportunity for your website to rank more prominently for Voice Searches. By appearing in organic search results you can build trust, brand recognition, grow your website traffic, and ultimately reduce your patient acquisition costs.

When pooled together, these tactics work to provide the answers to questions and settle the fears of your prospects as they move through their own patient journeys.

As you are working through ways to incorporate your buyer persona and patient journey, don’t hesitate to reach out for a complementary consultation. Our team works closely with marketing directors at healthcare centers to ensure their marketing is reaching the right prospects as they progress through their own journey. We use a combination of techniques from building brand loyalty to capturing lead contact information, and systematically converting prospects into patients as we help you to grow your practice’s bottom line.

Medical Practice Buyer Persona and Digital Marketing Advice for Healthcare Centers