Young Ophthalmologists Addressed at AAO 2013

AAO 2013 New Orleans, LA, Young OphthalmologistsWe just returned from the American Academy of Ophthalmology 2013 in New Orleans, LA.  I had the privilege of participating in the Young Ophthalmologists program where a variety of professionals speak about various aspects of a young doctors’ career.

My message to the young ophthalmologists was understand the merits of  marketing, to engage patients digitally and to exhibit transparency.  The reason?  As AAO president Paul Sternberg, M.D. stressed….because we (ophthalmologists) must continue to adapt and understand the needs of our patients.

Understand Marketing vs. Advertising

Physicians must need to understand basic marketing.

Marketing is not advertising.  Marketing studies the needs and wants of your clients (patients) and provides a solution.

Modern patients want 3 things;

  1. Health information
  2. Doctors who engage digitally
  3. Doctors and Practices which display transparency

Health Information

More than 75% of Americans first venture to the web when looking for health information and looking for a doc.

Google ranks websites based upon the quality of the content of a website.

Doctors have a golden opportunity to provide quality health related content on their websites.  This content educates patients and is used as a fuel to gain high rankings…it’s a “win-win.”

Patients are looking for credible health related content and doctors get rewarded by getting their websites ranked.  Now the website becomes a powerful marketing tool to attract new patients!

Engage Digitally

Just as many offices offer convenience by having Saturday or evening hours, we must learn to understand the needs of our patients.  Patients expect to find fresh and relevant information on the web about their doctors.

There are different ways and levels to digitally engage patients.

At the very least, everyone should have a website.  If no website, your office basically doesn’t exist, even if the office location is across the street.

Doctors may choose to add content on their website.  “Content” would come in the form of articles which talk about health related issues.  Credible articles on health issues brings value to the website and the doctor.  With value, comes trust.

The most engaging types of websites are interactive blogs.  This is the most compelling type of website, has the best marketing potential and engages patients.  This public display of a “conversation” is the purest form of social media.

Personal Transparency

I often speak about the quest to find doctors who are people.  This may indeed be the modern “bedside” manner.  Through a well constructed web presence, a patient should be able to determine some basic elements about their doctors.

Memberships to elite organizations, diplomas from fancy schools, membership plaques, etc. usually adorn our office walls.  Unfortunately, these have little relevance to our patients.

Instead, young doctors must consider distinguishing themselves as who they are vs. what they are.  In my office and on my website, I often refer to my personal hobbies, interests and activities.  These personal attributes are much more relevant to any non-medical person.

Not to sure about sharing personal attributes?  Then consider sharing some of your practice philosophies.

Transparent Business

A medical practice is a small business.  Every small business, except for medical practices, operates transparently.

Review sites such as Yelp and Angie’s list are popular due to the relevance to the consumer.  Friendliness of staff, cleanliness of the office, ease of appointments, time spent with the doctor, etc. are all important factors when patients chose a doctor.

Every other business runs transparently.  Review sites for doctors are going to increase, not disappear.

Randall Wong, M.D.
Medical Marketing Enterprises, LLCSEO and Blogging for Professionals

 

 

 

 

 

 

Marketing the Concierge Medical Practice

Concierge medical practices must market.You’ve made the decision to become a concierge medical doctor.  Because you are now much more selective about your patient base (i.e. those who subscribe to you), you’ll need to get the word out about your new practice.

You need to market.

The challenge, as identified by Alan Horowitz at “The Profitable Practice”, is to sign up enough patients to sustain this new model.  Depending upon the size of the practice and your rate of conversion, the number of patients you must attract will vary.

The more patients who can find you, the faster the transition.

 

Before you get started with your marketing campaign, you must answer these 3 simple questions:

  1. What do you do?
  2. What makes you better?
  3. Who are you?

Provide Value (What you do)

With concierge medicine, you’ll need to provide value over and above the usual diagnosis, education and treatment of disease.  Treating disease is now expected.  What you do in addition to playing doctor is your value.

What do you do to provide value to your patients to merit the added expense of the concierge annual membership?

Do you have flexible office hours, more timely appointments, availability of doctors, have more specialists?  How about faster and guaranteed call back times, etc.?  Are you networked with other concierge practices locally?  nationally?

Part of marketing is understanding your patients’ needs.  Fulfill their needs and you’ll be providing value.

Branding (How you are better)

Branding is simply your reputation.  Your practice has a reputation for something.  Is it quality care, service with a smile, clean and comfortable waiting rooms, computerized medical records, the best staff?

However you distinguish yourself from your competition is your brand, or your reputation.

Transparency (Who you are)

More than ever, your new patients will require you exhibit some personal transparency.  While not exactly your bedside manner, personal transparency does involve revealing a bit of your personality.

Patients are looking for people who are doctors.  Are you willing to share who you are as a person?

Transparency can also mean your approach to medicine and your new practice…and you should be willing to discuss.

How to Market Your Concierge Practice

1.  External Marketing:  You must have a website.  Critical to the success of your marketing plans is the presence of an up-to-date, relevant website.  It should contain enough information so that a prospective patient can find your answers the the 3 questions above.  If you don’t have a website, you don’t exist.

The About Us page should answer the questions about the goal of the practice and how you are different than other similar practices.  The “About Me” page should be more personal, listing a few of your achievements, but also likes, dislikes and hobbies.

Your website will serve as both a reference and powerful marketing tool once it starts to rank with Google, Bing and Yahoo.

2.  Internal Marketing:  Take advantage of patients already familiar with you.  Email and/or hard-paper newsletters are great way to internally market your new changes.  Communicate to your existing patients how your practice will be changing.  Keep them up to date, they may not sign on immediately, may never, but may likely tell someone else!

3.  Maintain Communication -  This should be a gradual but continual process.  Implementing your new communication and marketing strategy won’t happen over night.  Your goal should be to slowly transition your practice from traditional to concierge.

Keep your website fresh with new information about the practice so that a prospective patient doesn’t really need to interview…they just have to read.  Offer the chance to subscribe to your website and newsletter with a subscription box.  This “opt-in” keeps them interested in your practice news.

Make your newsletters relevant and consistent.  Keep your existing patients and email subscribers current with news and events of the office.

You’ll maintain the website for those searching for you on Google and you’ll maintain the newsletter for those who already know you.

To your success!

 

Randy

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

www.MedicalMarketingEnterprises.com

Create an Email List for Your Blog

OptinYou need an email list.  An email list is an easy way to stay in touch with your patients and with those who follow your website.  These are people who are  your “fans.”  Email newsletters are an easy way to keep them abreast of news of the practice, medicine and new posts on your blog.

It can help you develop your brand.

Sending email newsletters inform your closest followers news about your practice.  Make it easy for your biggest fans to know what’s happening!

Maintaining an email newsletter is easy, completely automated and cheap (free).

Why Do You Need an Email List

Permission based communication.  By giving you their email address, you have permission to communicate with them.  For many, this is a tighter and more meaningful bond/relationship compared to Twitter and Facebook where many of your patients never visit.

Ownership.  You own this list.  You’ve collected addresses via an opt-in subscription box or a generated a list during a patient encounter (you should be collecting email addresses as part of your initial intake encounter, that is, when a new patient is visiting for the first time).  Unlike social media platforms where changes in policy could cause you to lose access to  your followers, you’ll always have this list.

Everyone Uses Email.  It’s an easy way to communicate news of the office and to keep your readers current on your blog.  They don’t have to visit your site or figure out how RSS works, let alone what it means.

Email doesn’t disappear.  Unlike FB or Twitter where your message likely gets missed or buried.

Highly targeted List.  This list is composed of patients and readers interested in what you have to say.  Let them keep up to date with events of your office and blog as easily as possible.

Email Lists are Fully Automated

Creating an email list is easy.  The whole process can be completely automated;

1.  Collect Email Address:  This is the standard “subscription” box you see on most sites.  Your reader has the ability “opt-in” to receive your emails.  This is a crucial step to avoiding liability for spamming.  The best is a double “opt-in” process.

After completing the subscription box, an email is sent to confirm and verify the reader’s desire to receive future emails from you.  This two step process is called a double “opt-in.”

That’s it.  You have a new subscriber!

2.  Send Email Notification:  Each and every time you write a post, you’re entire email list gets notified via email!  Best of all, it’s done automatically!  Every blog automatically generates an RSS feed every time a new post is published on your site.

NOTE:  RSS (Really Simple Syndication) is a digital announcement of your new post and contains all the basic information about your new publication.  Many people follow websites by subscribing to the RSS feed.

For your purposes, the RSS feed automatically fills in information about your new article on your email newsletter.  No extra work!

Next Post:  Email Services:  Feedburner, aWeber and MailChimp

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

 

3 Types of Websites: Which is Yours?

3 Types of Websites, all must be created on WordPress.Your website can only be a:  a resource site, a marketing tool or an interactive website.  Which is yours?  As long as your site is built on a flexible platform, it doesn’t matter.

Good – Resource Site

Of the doctors who do have site, most have this type of site.  A resource site contains basic contact information, an about page, insurance participation, hours of operation, etc.  A resource site is not dynamic.  A resource site rarely has content or needs to updated.

A resource site, therefore, has absolutely no marketing value.  Without fresh content, it becomes impossible for this site to become ranked on Google.  No content, no rankings and no visibility.

The only people who visit your website are already familiar with you, that is, your existing patients.

Better – Website as Marketing Tool

A website becomes a marketing tool when it starts to rank highly in SERP (Google results).  Patients search on Google and your webpage becomes visible on the results pages.  Patients click on your site.  Your site is now marketing your practice!

To rise in Google rankings, your website must regularly get updated with relevant content.  This is the principle behind content marketing.  Search engines compare webpages based upon the content.

Websites of this type are dynamic, receiving  fresh new relevant content to the website on a regular basis.  This is the only way to get your website to attain and maintain high rankings.

Best – Interactive Tool

A website can be a dynamic interactive tool for your practice.  It has the same rudimentary contact information as a resource site and is full of relevant content….but it also displays conversations, or threads, between you and your next prospective patient.

This is the basis of social media.

Your articles will gain you exposure in terms of traffic and rankings.  Your willingness to publicly “talk” with your readers on your website is the most compelling component of a blog…the purest form of social media.  It will set you apart from your competitors.

Finding others with the same problems becomes magnetic and provides you with a golden opportunity to show compassion and your “bedside manner.”  Exhibiting this type of transparency builds value and trust.

This is how a website brings patients to your door.

What Can You Do?

Remember to march at your own pace.  No need to be overwhelmed.

Every modern website should be constructed as a blog and the best framework is WordPress.org.  In this way, you can start off with a resource site and add functionality only when you are ready….and it won’t cost anything extra!  A simple resource site gets the ball rolling and does demonstrate to your patients that you are willing to engage the Internet.

With time, you may want to add content.  This will elevate you in the rankings and start to market your practice.  Later on, start to interact with your readers by answering comments and questions.

By using WordPress.org, you can add functions when you are ready and it doesn’t cost anything to increase your function.  All CMS (Content Management System) programs have all of this functionality built in…you just use it when you are ready.  There is no hurry.  Starting out on the most versatile framework in the world…Wordpress.org.

Static sites offer only design….cant’ do this.

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

Google Plus: Lots to “Like”

Google Plus and Author Rank, Medical Marketing Enterprises.There are 3 reasons to use Google Plus.  After starting your Facebook, I recommend starting your Google Plus Account.

Your Google + account will now get you noticed on a Google Places, can aggregate any reviews about your practice (from other sites other than Google), selectively share information via Circles with new and old colleagues and starts your Author Ranking!

Google Local and Business Page

Starting a Google + Business page simply requires a free Gmail email address.  Follow the directions to get your practice indexed on Google +.

As Facebook and Google Plus plan their local search strategies, you want to make sure either you create your business page or claim one which already exists.  Simply make sure your contact information is correct.  With time, you can add more information.

Google Circles: Selective Sharing

A unique feature of Google + are the “circles.”  Circles are different groups of people based upon a common interest or relationship, for example, Friends, Family, Business, etc.

This allows you to pick and choose the group of friends with whom you’d like to share information. You can use “circles” to customize your communications….you can tailor who you’d simply like to follow versus people you’d like to share information.

At the outset, Circles are the same as “Friends” on FaceBook, but Friends lack the ability to share vs. follow and sharing may not reach all of your followers. (Facebook does not share all of your posts with all of your followers).

Circles allows  you to wear several hats yet use the same account.

Author Rank

Author Rank is the newest variable introduced last summer for SEO.  Simply put, author rank, measures your expertise and contribution to the Internet on any particular subject.  How your Author Rank is computed is another post.  The greater your Author Rank, the more credible and trusted you are as an expert.

The higher your PageRank, the higher your rankings.  Now, the better your Author Rank and PageRank, the higher your rankings.

This means two articles with very similar content, i.e. with the same PageRank, will now be ranked differently based upon Author Rank…the article written by the author with the highest rank (i.e. trust and credibility) wins!

Google Authorship via Google Plus Profile

Establish your Google Authorship!  The next goal is to inform Google which is/are your website(s).  Uniting your Google Plus profile with your particular website(s) alerts Google of your Authorship.

In your Google Plus profile, list the website(s) to which you contribute.  In your websites, attach the code to your Google Plus profile.  This is most easily done by creating a hyperlink using your name as anchor text back to your Google Plus profile page, or make sure you are using Genesis on WordPress!

WordPress and Genesis

The newest version of Genesis recognizes author rank and allows you to marry your user profile with your Google + profile by simply entering your profile code into your WordPress user profile….done!

To your Success!

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

My Favorite Social Media Platforms

Start Facebook Business Page only after website is completeWhen you are ready to start using social media, I recommend starting Facebook and Google +.  Start them only if your website is up and running…and in that order.

Social media platforms are great and very powerful, but if you are not ready for social media, no need to draw attention to a website that either doesn’t exist or is horribly stale.

Your primary reason for starting is to broaden exposure of your website, thereby marketing your practice…and to get indexed on local search.  Both Google and Facebook have likely already indexed your office address as a local business.  More and more, readers are using FB and GP for “local search,”  that is, looking for doctors and other businesses while logged in to FB and/or Google Plus.

Setup Facebook First

Establish your Facebook first.  It is the largest social media platform filled mostly with friends and family.  Not only will you know many of your new “fans,” but, it will be much easier for you to find someone to help you get started.  Starting will be less onerous!  Chances are that someone in your own home or office can show how to get started.

Facebook is a great way to politely remind your friends and family the nature of your business and what type of medicine you practice.  Most of us don’t like to “advertise” to our friends, yet most of our friends and family would indeed prefer to use our services because of our relationship.  Your friends may be too bashful to ask you directly about talking shop or are too embarrassed to admit they forgot your specialty,  but they can look you up easily on FB.

Set up a Facebook Page or claim ownership of a pre-existing page (sometimes you’ll find your business is already listed on FB).  You don’t have to duplicate the information on your website, but do make sure you have accurate contact information.  Second, make sure you have a link to your website.

Readers interested in becoming your next patient, as is true for all social media platforms, will find their way to your website.  Your FB page (and other social media platforms) simply draw attention to you and your website.

“Liking” Facebook

In your office and on your website, ask your patients to visit your Facebook page and “Like” you.  “Liking” you ensures that everyone who does so will receive all updates made on your Facebook Page.  Also, the more likes a page receives, the more a business page will be displayed during local search.

Lastly, make sure Facebook Page is linked to an email address.  Comments and “Like” notifications will be emailed to you so you an monitor FB without logging in!

What Do I Write on Facebook?

Announce your most recent articles posted on your website.  You’ve already spent lots of time and energy writing some great content, now use your new social media accounts to share your stuff!  As you gain confidence, you’ll want to add news about the office, media releases about health related events, etc.

The idea is to let people know about your office, the type of medicine you practice, you are willing to engage in social media and you have a website.

With time you’ll find others will take notice and will be following your postings on FB and GP.

To your successs!

Next time…Google Plus!

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

 

 

 

I Bought a New Car

Meet patients online needs.I bought a new car last week.  This is not a post about buying a car, but there are some strong messages about online relationships.

I chose a 2013 Honda Crosstour, the dealer, and my salesperson before ever walking into a sales room.  I did it all online.

The Right Time to Buy

I haven’t had a brand new car since 1990.  My last 3 were previously owned.  I simply drove too much to justify the rapid depreciation costs of a new vehicle.

While two kids are already driving, we will have 3 more who will be of driving age in the next 18 months.  The car I just traded in wasn’t safe enough to keep around for any of them.

So, for a myriad of reasons it was time to buy.  As it was Christmas break, I didn’t want to waste precious vacation time.

Online Window Shopping

Through several auto sites (USAA, Edmunds, Autotrader) I expressed interest in the particular make and model; Crosstour V6, 2013.  In doing so, interested dealers in zip code made contact via email.

Within 24 hours I had received emails from 6 area dealerships.  I read the reviews of the dealerships.  I easily chose two finalists.

The others were disqualified for;

  • Deception:  gave me a quote for a 2012, not 2013.  No 2013′s even in stock.
  • No Quote:  wanted me to visit dealership first before giving me a quote
  • No Response: waited too long to email me or return emails
  • Poor After Market Service

“I Will Beat Any Deal You Receive”

The two “finalists” were quick to communicate and straightforward with answering my questions through emails, gave me a quote and showed some personal interest in meeting me.  They engaged me by accommodating my needs.

In his opening email, my eventual salesperson, “Ama,” even stated he’d” beat any offer” and gave a most competitive quote.  To me, this meant he was serious in wanting to meet me.

For the purpose of comparing, I visited both dealerships.  The first dealership just couldn’t beat the quote I received from Ama.  I drove across town and bought the car from Ama.

What Can You Learn?

Buying a car is a huge purchase.

It seems only too natural to start your search for a dealer and salesman online.  Price is a huge factor, but so is the personality of the sales team.  Are they willing to negotiate, or are they jerks?  Can I start a relationship with a specific person before entering the show room?

For me, there was great satisfaction in already knowing who I’d be dealing with upon my arrival, knowing he’d was anticipating my visit and that we’d already begun the negotiation.  I was also very happy that I was choosing a dealership endorsed by others.

Satisfied, I made the purchase.  I had found a dealership who takes online shopping seriously.  I met a salesman who understands that the online customer is likely to be very savvy about the purchase, but also, very serious about buying a car.

They met my needs.

Just as the dealership met my needs.  We, as doctors and health providers, need to meet our patients needs.  Most of America search first for questions about health providers online.  We need to provide information on our sites about our practice philosophy and who we are as people.

Just as I expect this about a car purchase, our patients, with their health on the “line,” expect to find us on the Internet, too.  Create websites with great content, educate and become transparent.

The car sales industry is changing, but really it’s the consumer, i.e. our patients.  I turned to the Internet for my car.  Doesn’t it make sense more would turn to the Internet for more important issues such as health?

Take them seriously, meet their needs and you’ll be greeting them in person when they walk through your office door.

Changing Practices: Can Your Old Patients Find You?

Changing Practices. Rebuilding Your Webpresence.Changing medical practices?  How will your existing patients find you?

This is a common problem.  How do you quickly establish a web presence to convey your new practice information, location and contact information?

Here are 4 easy steps to quickly get you found on the Internet.

Buy Your Name as URL

Get indexed by Google, Bing and Yahoo by creating a webpage using your name as the URL.  Using a 3rd party domain registrar, such as GoDaddy.com or Bluehost.com, purchase your name.  If your name is taken, try some variations, such as;

  • JohnSmithMD.com
  • JohnASmithMD.com
  • DoctorJohnSmith.com

On your new site, create just 3 pages:  Home, About and Contact.  Make sure your name and address appear in the footer and in the title tag of the webpage.  Follow these steps to register and index your new site with Google, Yahoo and Bing.

Start a FaceBook and Google Plus Page

These two giants are going to war over local search.  Take advantage of the competition and start a page on each platform.  It’s free and both are natural places where your patients (or their children) will look for you.

Nothing fancy at this time.  Just get your contact information listed properly on each page.  You can be visible within just a few days!

Local Directories

“Google” yourself and find which local directories have your name listed.  Claim those sites and update with your new contact information.

Take advantage of the inherent SEO power of some of these sites.  For instance, healthgrades.com usually is listed fairly high on the SERP.  Find and update the information pertaining to your listing.

Do the same for other directory listings you find when you “Google” yourself.

Two other major platforms are Yelp and Angie’s list.  While these are great “review” sites, these are also popular arenas for your patients to search for you.

Update Societies and Associations

Update your contact information with your medical school, residency programs, state and local societies, board associations, etc.  Many of the local directories use these membership lists as sources for their databases.

Adwords

While Adwords may indeed seem appealing, we’ve been voting against these 4 line ad campaigns.  They are too ubiquitous and are often ignored (spam?).

We would suggest using them only after you’ve taken care of your organic search engines, local directories including Yelp and Angie’s list.

What Can You Expect?

Your goal is to update your contact information that is spread across the Internet and ASAP.  By starting a webpage with your own URL, you will soon be indexed by Google, Bing and Yahoo.  This may take a few weeks.

Use the ubiquity and SEO power of many of the review sites to allow your patients to find you.  Google Plus, Facebook, Yelp and Angie’s list are all quick ways to get the word out.

After a few weeks, your organic search should then round out the picture!

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

www.MedicalMarketingEnterprises.com

The Power of Story: The Olympics and Your Blog

Hook your readers by telling as story just as ABC has with "up close and persona."The best part about the Olympics is the stories.  I love the personal stories of the athletes.  It captures my attention and gives me more reason to watch the actual competition.

The athletic feats are indeed spectacular, but having never been (nor close) to becoming an Olympian, I can only marvel at the athleticism, precision and technique…but I can’t really relate to the athletic side of these superstars having never been one myself.

The stories, however, are different.  They do make these superhumans more real and more tangible.

The stories are compelling, the sports are entertaining.

“Up Close and Personal”

ABC, from the genius of Roone Arledge, created the “Up Close and Personal” segments in the 1970′s.  These segments quickly became popular as we learned the human side of the Olympic athletes.  We learned about the personal journey, their trials and tribulations, the sacrifice…we learned that they, too, are just people.

The series is credited for turning the Olympics into Prime Time “must see” TV.  While not called “Up Close and Personal” on rival networks, the personalization of the athletes persists to these summer games.

Telling the personal stories of the athletes compels us to watch and learn more.  It gives us relevance as to who these athletes are as people and makes the outcome of the games more relevant as we are now cheering for individuals having how learned their “story.”

We want them to win.

Importance of  A Story

A story starts a relationship.  We learn about each other and how we compare human to human.  We learn more about how we are similar than how we are different.

Stories are much easier to be repeated.  Retelling including personal facts is more compelling than repeating the athletic achievments or professional accomplishments (in the case of a doctor) because, again, we can’t relate to being an Olympic athlete nor can patients relate to the achievements of a doctor.

Writing for Your Blog

Tell your story somewhere on your website.  The best place is to create an “About Me” page listing your credentials as a person…not your achievments as a doctor.

The more transparent your writing, the more compelling the story, that is, the more you reveal of yourself, the more interesting the story.

Suggestions include your hobbies, your goal with your medical practice, the type of medicine you practice, what makes you a great doctor, what makes you a great person, etc.

For the next two weeks, as you watch teh games on NBC, look for the stories.  Realize the powerful draw for  you personally…then emulate on your website.

It’s a powerful tool.  Showing that you are a person first and a doctor second.  Reach out to your patients as a person…

 

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