Your Online Authority

Become an online authority, Medical Marketing Enterprises, LLCReaders naturally search for an authority.  Authorities have the most credibility.  Your goal is to become a medical authority….online.

Every Website Must Provide Value

Every website must provide value.  Contrary to popular belief, most people are surfing the Internet with a specific purpose.  They are in search of an answer to a question or solution to a problem (really the same thing).

Remember the 3 types of websites?  Resource, Marketing and Interactive.   Regardless of the type of website you have, your website already provides value.  For instance, a basic “resource” site containing hours of operation, insurance information and directions provides value to your existing patients who know they can find this type of information on your site.

To improve your value and to turn your site into a powerful marketing tool, write articles on your site to answer your patients’ questions and solve their problems.  This is the best way your site can provide value and to rank you highly at the same time.

Value Breeds Trust

The more value you provide, and for free, the more trust you will develop.

Trust in you does not develop with one article.  It builds after several articles and over time.  Trust allows patients to leave comments and ask questions on your site.  Trust motivates “readers” to become real patients.

Credibility and Authority

Your degree gives you a certain level of credibility, hence, it will be easier and faster for you to develop trust compared to those without a degree.  You are, therefore, able to provide tremendous value to your readers by sharing your knowledge as an authority.

Remember, who else would be better to provide health information than you?

What Can You Do?

Don’t advertise.  Prove your authority and develop your trust by writing consistently and regularly.  It’s no different than educating our patients in an office setting.  Writing knowledgeably about what you do will provide tremendous value to your future patients.  Providing credible information establishes your authority and will accelerate the development of trust.

To Your Growth And Success!

Randy

Randall V. Wong, M.D.
Medical Website Optimization

www.MedicalMarketingEnterprises.com

 

 

How to Blog Effectively

Learn to Blog From Comedians.  Randall Wong, M.D., Medical Marketing Enterprises, LLCI learned how to blog from comedians.  Comedians taught me the basic steps to writing articles for my blog.  It was easy.

Listening to  the comedy channel on XM radio gave me confidence and taught me a framework for learning to copy-write (i.e. writing blogposts).  While they technically didn’t invent blogging, I found the process to be the same.

Joke vs. Post

Comedians write jokes, we create posts, or articles.  Both start with a concept which must be refined for a specific audience.  The comic will rehearse to maximize the impact of the punch line while the copywriter will rewrite and edit her article hoping to convey her message in a clear, concise manner.

I usually write the rough copy as fast as I think of my points, not taking time to spell check or even write in complete sentences.  I’ll rewrite to expand some ideas and cut out the repetitive, meaningless words.  Subheadings come last.  When I get stuck, I’ll work on something else.  There is a process, and just like a great joke, a great article shouldn’t be rushed.

When ready, the comedian incorporates the joke in a new routine.  So, too, the blogger “publishes” her article.

Speak to One Audience

No joke is funny to everyone., just as your post will not resonate with all of your readers.  Just as you may laugh at a joke, the person sitting next to you may not.  With the next joke, however, the reverse may happen…she laughs and you don’t.

Jokes create laughter, blog posts answer questions or solve problems (e.g. “How do I….?).

Your articles should answer one question or solve one problem at a time.  Doing so, will allow you to be most relevant to those with that same exact problem.  It’s too hard to write an answer for several problems at the same time.  You’ll lose relevance.

Some articles will work, some won’t.  You can not appeal to everyone.

As the comedian can not tell more than one joke at a time, your articles should be focused on one answer at a time.  One post should contain one message.

Becoming a Fan

Every comedian has hundreds of jokes in her arsenal, just as a blogger has many posts (articles).

Building a following for your blog is the same as listening to a comedian run through her routine.  You’ll like some of the jokes and your neighbor likes others, but you both become a fan as, overall, the jokes are funny and appreciated by both of you.

With time, your articles will reflect your attitudes, views and your style.  People who like your style become your fans and will begin to follow you.

Feedback

Feedback is important, too.  A comic gets immediate feedback from laughter.  We get feedback from analytics and the comments left on our website.

Just as a comedian drops bad jokes from her routine.  Use analytics to determine what type of articles work and don’t work for your audience.  Write additional or related articles to those that work.  Drop what doesn’t work.

 

To Your Growth And Success!

Randy

Randall V. Wong, M.D.
Medical Website Optimization

www.MedicalMarketingEnterprises.com

 

 

Your Website Should Be “Under Construction”

Medical marketing enterprises.  Every great website should be under constructionEvery great website should always be “under construction.”  Of the three types of sites;  resource, marketing and interactive, only the resource site is ever really finished.

And you know I’m not talking about web design.

Great websites must remain dynamic whether by adding a constant stream of great content or with user generated comment vis-a-vis threads and conversations.

Content Marketing is Best

Blogging, or content marketing, remains the most important marketing strategy for your medical practice or small business.  While many businesses promote their use of a social media marketing strategy, blogging remains #1 in terms of ROI, branding and value.

The success of content marketing can be easily measured.  Visitors, bounce rate, comments, click through rates are all metrics showing the likes and needs of your patients, your customers.

The expense of time spent on a social media campaign is less tangible perhaps only because social media efforts ultimately draw attention to a great website that is “under construction.”

Value, Dedication, Commitment

Your content provides your patients with value.  Your articles provide solutions (answers) to their health specific questions.  Moreover, your consistent writing also displays a level of dedication and commitment that sets you apart from your competitors.

Value is the key to any website, but by continued and consistant writing, your dedication and commitment turns you into an industry expert.

Your content also remains the key factor to obtaining great SEO…unmatched and immesurable with any social media campaign.

What Can You Do?

Develop a long range objectives for your practice, i.e. define your marketing goals.

Write articles consistently on topics related to your long range initiative (SEO best practice).

With time, your articles will begin to reach out to your patients, compelling them to write and leave comments.  Make sure to answer each of the comments in a timely manner, thus creating a dialogue.  This visible interaction and engagement is the heart and soul of a blog and will eclipse any social media based campaign with respect to ROI, branding and providing value to your patients.

Both content marketing and engaging your patients online present time challenges and require consistent and continued publications and responses.  

A great website, therefore, is never completed and, hence, is always “under construction.”

To Your Growth And Success!

Randy

Randall V. Wong, M.D.
Medical Website Optimization

www.MedicalMarketingEnterprises.com

Too Many Keywords: One Post = One Keyword

Using too many keywords in your article will dilute your message and hurt your SERP rankings.Your website articles should contain no more than 1 or 2 main ideas (aka topics, keywords).  Writing exhaustive reviews on every post to show off your expertise is an SEO mistake, it will prevent your webpages from ranking for any keyword.

Using too many keywords dilutes the main idea (and the actual relevance) of your article.

What is a Keyword?

A keyword may be the main idea, subject or topic of your article.  A patient will also type keywords into the search bar when “Googling” something on the Internet.

Each page or post of your website is indexed separately for just a few keywords. Each webpage (vs. website) can individually rank high on SERP for particular keywords.

It’s much more likely to get a single page of your site to rank for one or two keywords than to rank for several.

It’s as if too many keywords compete with each other.

What is Your Main Idea?

A similar problem occurs when medical practices place all their doctors on the same “About Us” page.   Just as one page can not rank for multiple keywords, one page with too many doctors will not rank well as no specific doctor can standout.

Most patients are looking for very specific doctor and will use specific keywords to filter their search.

For instance, my “About” page will rank well for searches containing the words “retina specialist in northern Virginia,” yet I won’t rank well when a patient is looking for a cataract surgeon or glaucoma specialist.

More Pages = More Rankings

Another advantage of “one post one keyword” is that you will have more pages to be indexed.  More indexed pages mean more visibility of your website!

For instance, in our doctor example, let’s have each doctor have her own “About” page instead of having one page for, say, 5 doctors.

There are now 5 pages that may be optimized and rank well for your practice versus 1!

What Can You Do?

Keep your copywriting limited.  If you can’t get all your ideas into the same article, write another article!  We recommend Scribe SEO to help with your writing and keyword analysis.  This simple plugin will take away most of the guess work with your writing.  It has been a great tool for me!

Articles focused on one main idea are also much easier to read for your patients.  If you are creating an “About” page for your business, create a separate page for each provider.  This way, you can customize the SEO for each doctor!

Articles should be straight forward, focused and written to answer/inform quickly.  SEO is easiest if optimizing for one or two keywords.  Your article has a better chance of rising to the top!

To your success!

“Randy”

Randall V. Wong, M.D.
Medical Website Optimization
www.MedicalMarketingEnterprises.com

Writing in the First Person

Write medical copywrite in the point of view of the first person.Me, myself and I.

Using these 3 words allows you to create great copywrite your blog posts, and especially your ABOUT page, from the point of view of the “first person.”

Too often, websites are written in the point of view of the third person.  Effective, quality writing for your website should be written in the first person to effectively and immediately involve the reader.

Example A (1st):   During my free time, I enjoy playing competitive tennis and managing youth ice hockey.  I really enjoy…

versus

Example B (3rd):  Dr. Wong enjoys playing competitive tennis and managing youth ice hockey during his free time.  He really enjoys…

The First Person Involves the Reader

Write as though you are speaking directly to a single reader.  Write as though you are having a private conversation with a patient; i.e., your reader or customer.

When I write, I pretend I am writing to one person, one patient, or one client.

Writing in the first person naturally reaches out and draws in the reader.  You should be writing as if you are speaking directly to the reader.  As a result, the reader becomes part of the conversation.

The reader, therefore, naturally feels you are are speaking directly to her.

The Power of First Person

First person makes you the authority.  The first person point of view allows you, the doctor/author, to personally answer your reader’s questions.

Your readers want to hear what you have to say and not a narrator writing a story in the third person.  Writing in the first person naturally gives you more credibility and authority as you are speaking directly to them…and from you!

First person also allows you to be transparent…showing off your qualities as a human and how you function as a small business.

What is the Third Person?

The third person point of view (he, she, it) is best exemplified by news reporters.  In this situation, an actual 3rd person, the reporter, is conveying facts, or the news.  By remaining outside of the story, the news reporter gains credibility for his observational skills.

The reporting style, the 3rd person point of view, is too sterile as it neither includes you nor your reader.

What Can You Do?

First and foremost  always remember your goal in writing is to connect you with your readers.

Here’s a check for you:

Go to  your about page.  Does it look like a copy of your curriculum vitae.  If it does, rewrite it in the first person using words such as;  Me, Myself, I and You (involve the reader).

In addition to restating your professional and academic accolades it is also important to tell your readers who you are as a person.   One of the primary reasons for blogging is to make a personal connection with your readers.  In your writing it is important to tell your readers what you are, but it is much more important that your readers get a feel for who you are.  By doing this you will have forged a personal connection with your readers and that is priceless.   If you want a true return on the investment of time you are putting in to writing your blog articles you need to write in first person.

To your success!

Randy

How to Create Value on Your Medical Website

Creating Value for Your Medical Website

Every website must provide value.  A medical website easily creates value by providing answers their patients health related questions.  We do it every day.

To effectively market your medical practice on the Internet, your website should provide trusted, optimized medical information so it can rank high on search engine result pages (SERPS).

It all starts with providing value… and at no cost. You can’t generate traffic to your website if your website does not provide value to your visitors.

Click through ads (e.g. Adwords), social media platforms, and email blasts draw attention; however, it’s pointless to employ these tactics if your website can’t keep the attention of your visitors.

Why not try creating real value by providing credible information instead of buying them? I have found my time is much better spent creating value through content, rather than devising the next best click through ad.

Value is the key to driving traffic to your website. With time, value creates trust. For a medical practice, this is key to converting website visitors into paying patients. By building trust you are also increasing the value of your medical practice.

How do You Create Value

Our patients are desperate for information. They have lots of questions and want answers. The digital age has broadened their ability to access information, but what information is credible and relevant?

As health experts, we have the ability to create value by providing credible, relevant answers to the questions patients are asking. Rather than relying on advice from less credible sources on the Internet it is imperative that we provide information so patients can make informed decisions.

There is an easy way to do this. Everyday we use the same rehearsed speeches over and over again to educate our patients. A great way to create content is to write these canned speeches/answers down.

Taken one step further, you can also incorporate a Q & A section within your article. To do this, simply include the questions your patients typically ask and provide the answers.

For me, this content method has proved to be a great source of “value” not only for my practice, but also for my patients, prospective patients and their families. Writing down “answers” to my most frequently asked questions (e.g. How do you put the eye back in after surgery?) has been a huge resource for my “content” and provides tremendous value to my site.

If you regularly post to your website, your traffic will increase because search engines will increase your relative position on their search engine results page.

That is, you are providing timely, relevant, credible content that is aligned with the corresponding searches. This the crux of search engine optimization (SEO) and content marketing.

3 Tips to Create Great Content:

•write about what you know;
•don’t give advice; and
•don’t make a diagnosis

 

If you do this everybody wins.

Give Away Your Knowledge, Not Your Expertise

Critics are concerned that we are discounting our profession and ourselves by “giving away” what we know. We aren’t.

Our ability to combine our knowledge and experience to make a diagnosis and to recommend a treatment plan is the value we provide to our patients.

There is an inherent difference between educating and treating. By no means would I advocate treating or diagnosing on the Internet. By providing content we increase our value not only to our patients, but also to society.

Creating valuable content raises awareness of your medical practice, increases your profile, and provides valuable information to those are searching. Start writing today and see the difference it can make for your practice and, more importantly, your patients.

How do you generate content for your medical website? Please share your ideas in the comment section below.

BTW – We never remove the eye because we don’t know how to put it back!

 

To Your Growth And Success!

Randy

Randall V. Wong, M.D.
Medical Website Optimization

www.MedicalMarketingEnterprises.com

 

Content Marketing and SEO

Every website owner (you) of every small business must understand 3 terms;  content marketing, SERP and SEO.  Not only is content marketing the ONLY way to get your website to market your practice, but it is the only way to achieve and maintain high rankings on a search results page (SERP).

Click ads and social media won’t do it either.

Just as winning a stock car race is a combination of the right components and maximizing performance, so too is getting your website to rank!

Websites Not Ranked on Theme

Too many practices make the mistake of paying to simply redesign a website.  While the fancy graphics and a modern look do help with your pages’ navigation and branding (and show you care to have a website!), they have no impact on ranking your site.   None.

Websites are ranked and evaluated solely on the content of the site.

Google Compares Webpages Based Upon Content

Google and other search engines evaluate your website based upon its content.  The content of your site is comprised of any file containing text (Word, .pdf, text files, Power Point, etc.).

Google reads, analyzes and then ranks every webpage in the world.  Using the content of your article, Google then compares and ranks it against similar articles yielding the results (SERP = search engine results page).

Your Internet marketing strategy is to get your webpages ranked as highly as possible to improve the likelihood of future patients finding your website.

No other method can get you high rankings.  Click through ads, social media campaigns and email blasts simply will draw attention to your website article, but unless the strategies of content marketing are employed, only the article itself will get you the high rankings you desire.

SEO (Search Engine Optimization)

The acronym SEO stands for Search Engine Optimization.  ”Optimization” is the process by which you define your article for the search engines.  Maximizing your SEO means that you are making the extra effort to ensure the search engines know exactly

For instance, two articles of identical content on different websites will rank differently based upon the “SEO” of each article.  The article where the SEO has been maximized will achieve the higher rankings and, therefore, will have higher marketing value than the SEO naive article.

Search Engine Optimization, therefore, only pertains to content marketing and its usefulness applies only to websites that provide content on their sites.  Search Engine Optimization, therefore, is a way of ranking comparable content (articles) from different sites.

SERP

The search engine results page (SERP) is the listing of “results” Google provides after you’ve “Googled” something.  The SERP pages are a listing of the most relevant articles that may answer your query, that is, the content of these articles is felt to be most relevant to your needs.

Your goal is to have your website’s pages rank highly on SERP for a variety of keywords, or subjects.

Using the methods of search engine optimization, Google (Bing and Yahoo) then compares similar articles and ranks them according to better SEO techniques.

Websites paying attention to SEO will fare much better (i.e. rank higher) than those that ignore SEO.

Race Car Analogy

I often use the analogy of a race car to help explain some of these terms.

Theme:  The theme of the your website is analagous to the paint job of your race car.  It makes it look nice, but has nothing to do with the actual speed of your car nor the ability to win a race.

Content:  The content of your site would be components of your racing vehicle.  The racing tires, the fuel injection system and the performance engine.

Search Engine Optimization:  The analogy here is the professional race car driver.  Using the best components, the driver uses her knowledge and experience to drive the car to maximize it’s performance.

SERP:  Basically the finish line.  While racers don’t always finish first, they do strive to finish as high as possible.  Using the effective content marketing and SEO, your webpages may not always place first, but you want them in the “Top 10,”

 

To Your Growth And Success!

Randy

Randall V. Wong, M.D.
Medical Website Optimization

www.MedicalMarketingEnterprises.com

 

 

Starting to Understand SEO, Include a Title with Every Article

There are two versions of every article I write.  One version is written in English for you, my readers.  A second version is generated (automatically) for the computers and is written in a computer language called HTML.

Search engine optimization is the process of fine-tuning the HTML version so the search engines may easily index and rank your webpage.  “Optimizing” this process gets your pages ranked as high as possible.  The result is high rankings for your webpage.

Where is the HTML?

Every page you read on the Internet has an HTML version.  Right click on a page and choose “view page source.”  This is the computer coded version of the article you are reading.  These are the instructions for your computer and web-browser to generate all the visible and audible parts of your webpage.

Within the HTML lies the information needed to index your webpage with the search engines.  The process of completing or “optimizing” this information is called SEO (search engine optimization).

You Don’t Know HTML?

Almost all website programs (aka HTML generators), blogging software (aka content management systems) and word processors automatically generate an HTML version of your webpage, blog post or simple text document.  You don’t need to do it.

Most successful bloggers do not know HTML.  You don’t either.

Fortunatley, converting your text to HTML is standare.  In fact, there’s no variation between systems and is very uniform regardless of the system you are using.

Header (Title), Subheader, Keywords, Meta Tags and Anchor Text

Completing all the necessary elements for the SEO; however, varies greatly.  The method to complete the basic SEO elements such as;

  • the header (telling the bots what your article is about),
  • sub-headers (phrases that augment the header),
  • keywords (main subject of the article, should be one or two words only),
  • meta tags (additional descriptors) and
  • anchor text (a hyperlink using descriptive words),

all differ from system to sytem.  Most systems require you to manually complete these items (there are special boxes to fill in for every article…usually) to allow insertion into the HTML.

In many cases, the authors ignore the SEO and the search engine is left to it’s own devices to figure out the most important elements of your work to index and rank.

What Can You Do?

1.  Don’t ignore the SEO.  It’s the key to content marketing and the only way to get your webpage ranked highly.

2.  Install SEO Plugins on your WordPress site.  These plugins will help you easily complete the necessary SEO fields to get you started to optimize your own articles.  Highly reputable plugins include;

3.  Make sure each of your articles has a correct title, keywords and meta tags.  While the use of keywords and meta tags is no longer used by Google, it is a helpful exercise to start using these descriptors to index your article on your own.  Other search engines may still index your site using these criteria.

To Your Growth And Success!

Randy

Randall V. Wong, M.D.
Medical Website Optimization

www.MedicalMarketingEnterprises.com

 

3 Keys to Writing Successful Posts

Great medical copywright, should be written with 3 goals in mind.  Your next post should provide value, be tailored to an individual “patient” and, most importantly, evoke a response.

Content Provides Value = No Value, No Patients

First and foremost, your articles must provide value.  Remember, value creates trust and trust brings loyalty.  If there is no value to your articles or website, you will never create traffic.  Think about every website you enjoy visiting….it provides for a need, whether it is a sports schedule, the weather or the latest recipe.

So, too, your medical website must create value.

The value you provide is your medical knowledge.  Your patients have questions, and you, as the authority, provide the answers.  Your answers to their problems solves their needs.

Write to Your “Ideal” Patient

Close your eyes and pretend you are talking one person.  This one person should be your “ideal” patient for this discussion.  The dialogue or explanation you have with this indidual is your next post.

By making this “personal” you will be speaking directly to your reader…your next patient.

You are not talking to a large group, you are speaking one-on-one.

By writing in this manner, you have a greater chance of engaging your readers, i.e. patients.  They will hear you speak to them through your article…one on one.  The greatest effect is that you will engage them, causing them to read more.

Don’t Please Everyone

You want to evoke a response.  You want your reader to leave a comment.

Your article is ideally delivering one message.  It should not be an exhaustive review, it should cover one topic.  It should cover the most salient details.  Resist the temptation to showoff by knowing all the answers (your readers know you do).  Leave something to be questioned.

A great article is informative (provides value), is written personally and evokes a response…or in social media terms, should start a conversation.  The most powerful article is written to invite the reader to leave a comment.

Making a comment or asking a question on your website is the most powerful element of social media.

What have you done?

You have written an article solving your reader’s question (providing value),  you have engaged them by writing personally and have evoked a response (they have left a comment).

This conversation allows subsequent readers to identify with your original reader.  You have created an opportunity for others with similar problems to identify with one another.  This is the power of your website and why you will stand out above your competition.

Care to leave a comment? :)

To Your Growth And Success!

Randy

Randall V. Wong, M.D.
Medical Website Optimization

www.MedicalMarketingEnterprises.com

 

3 Reasons to Use Google Documents

Create Content Using HTML Such as Google Docs.  Medical Marketing Enterprises

I love Google products.  I use GMail, Calendar, Feedburner, Analytics and Webmaster Tools every day.

Use Google Documents as your word processor.  Google “Docs” includes programs to create a document, spreadsheet, presentation, etc.  Today, we are limiting our reference to the word processor on Google “Docs.”

(You can create your free account by beginning at gmail.com.  It’s free!)

Google Products are Server Based

Choosing a server based platform means that my work is automatically saved on a server, not the hard drive of my own laptop or PC.  This means that my work is always accessible from any Internet device….any.

In contrast, use of Microsoft Word or Apple Pages, requires use of the same PC/laptop to continue working because both files and the software reside on your hard drive.

If it’s a laptop, that laptop must travel with you.  If it’s a PC, you can only work on your project when sitting at that specific unit be it home or office.

Server based products allow you the freedom to always have access to your work because the word processor program (in this case) and your files are on a remote server (in this case Google’s).

For instance, I may start an article at home and finish at the office or on the road on a kids’ hockey trip.  I don’t have to save my work to a flashdrive, email myself or pack up a laptop.  I don’t even have to remember to save my work…it’s done automatically.

Server based utilities allow you to work when you want to work.

Text Editor Similar to Microsoft’s “Word”

Creating a document is very similar to Word, yet is easier to use.  When creating your content, you really have few requirements of your word processing; text editing, creating links, tables and adding images.  Pretty basic stuff for any program.

Google’s Docs is pretty versatile, too.  You can upload in various formats (including MS Word) and download in various formats (including .pdf).

Best of all, “Docs” allows you to work and save in HTML.  HTML is the universal language or standard for creating hyperlinks, text, tables and manipulating images.

Google Docs is Web Friendly, “Word” is Not

The web, and your website, publishes content generated in HTML.  “Word” based documents do not always translate well into HTML (ever see the little “Word” icon with a clipboard on the toolbar of your text editor?).

For instance, simply copying and pasting your Word document into your website most likely will cause interruptions in your hyperlinks, table formatting and image editing…..all that work lost!

Item Last

Creating your work directly onto your website is possible and with time, preferable.  Using Google Docs is a great way to save and backup your work.

If you are writing an article, however, for someone else to publish or edit, write using HTML.  I often “guest post,” and send the article to the editor in HTML format.  I have no fear that my precious links (backlinks) will be saved and remain accurate.

Files created on server based Google documents can be shared with and viewed by anyone of your choice.  With a simple click, the format of the article can be sent in various formats (Word, pdf, HTML) and quantities.  They can be sent as attachments, embedded in an email or simply shared via a link.  Your friends and associates don’t even have to own a Google account!

To Your Growth And Success!

Randy

Randall V. Wong, M.D.
Medical Website Optimization

www.MedicalMarketingEnterprises.com