SEO: Online Marketing Session 5
Search Engine Optimization (SEO)
• How to get found “organically” by prospective patients
• Keyword strategy
• Secrets to local SEO
• Which SEO techniques must be incorporated into your website from
the start
• Which “off-site” SEO techniques are vital to your success
• Why “Content, content, content” is your new mantra
• What are the “dirty little secrets” of search-engine optimization and
web design
• The secret to effective blogging
• Adapt to Google’s recent algorithm changes — or else
• How to earn your way to #1 — and stay there
• White hat versus black hat SEO
Grow Doctor Referrals
Doctor referrals are the lifeblood for most hospitals and practices. We show you how to increase your inbound flow.
• How to become one of the 20% of providers who win 80% of doctor referrals
• How to protect your referral base from competitors
• What to do if key partners or staff have defected to a competitor
• How to attract the cases you want most
• How to generate more professional referrals without looking (or feeling) needy, greedy, sleazy or cheesy
• How to support a new associate or partner
• How to reward your most important referral sources
• How to make gift-giving both ethical and more effective
• Should you host educational events? How?
• How to ask for referrals from other doctors without begging or looking like
a salesman
• What are common referral faux pas and how to avoid them
• What to do if their staff doesn’t like your staff… or you
• Which entertainment strategies are appropriate for you
• What to do if you or your office “dropped the ball” and referrers have stopped referring to you
• Should you hire a marketing person? If so, what should you look for? (Hint: there are about 100 definitions of what a marketing person is and does.)
Internet Advertising:
Online Marketing Session 6
Profitable online advertising
• How to target people who are actively searching online for the services
you provide
• How to show up at the top of Google, immediately
• Competition online is fierce: How to win the pay-per-click wars
• Which metrics matter the most, and why?
• Create “display ads” that show up only in the geographical areas that you choose — for people you want to target
• How to create landing pages that generate phone calls
• How to test online advertising to see if it is the right strategy for you
• Additional advertising opportunities like Facebook, ZocDoc, Healthgrades, Vitals, Yelp, directories and others
Traditional (Offline) Advertising
Attract high-reimbursement patients through ethical external marketing
• Discover the secrets to external marketing programs that
profitably produce new patients, month after month
• What creative approaches yield patient inquiries?
• What about seasonality?
• What are the secrets to buying media profitably?
• Which external marketing strategy yields the number-one return on investment?
• Why TV is the “big gorilla” at generating calls
• When should you use radio?
• Are magazines and newspapers right for you?
• Are the yellow pages completely dead?
• What about postcards and more advanced forms of direct mail?
Public Relations
• How to get “free press” (publicity)
• How to win over skeptical reporters
• What are the elements of an effective press release?
• Crisis management: what to do when things go terribly wrong
• Community events
• Health fairs
B2B Strategies (Time permitting, if relevant to the group)
• Business-to-business marketing
• Attract specific employers with specific insurances
• Attract referrals from attorneys
• Cross-promote with other businesses
Next Steps
• Your dream business starts NOW
• How you can “herd cats” to get your goals accomplished
• Why “marketing by committee” will kill your results
• How to begin executing immediately
• How to hire good marketing and creative talent
• Inspiring success stories you can learn from