Marketing RX: Use Webinars to Increase Your Medical Practice

webinarHave you considered using webinars to enhance your online, patient centered marketing strategies?  If you haven’t now is the time.  As you know, the Affordable Care Act has led to consolidations and higher health care premiums.  Both pose real challenges, especially for those practices that were barely keeping afloat before the acts passage.  Our business has exploded because of the shift from physicians thinking of medical websites as a novelty to a necessity.   As our business evolves so do our strategies.  Now that more and more practices are gaining a web presence, practices that want to stay ahead of their competition are finding they need to compete at a higher level.  Our answer to them is….Webinars!

Webinar Marketing RX:  Quick Facts

1.    Create a Memorable Experience that will move your viewers to action.

2.    Use compelling content to support your “call to action.”

3.    Practice using the gotowebinar.com service BEFORE your first “real” webinar with actual viewers….you can ask Randy why this point is hereJ

What is a Webinar?

Simply put a webinar is a broadcast that is sent to individuals or posted to a website that allows viewers (like your patients or prospective patients) to simply watch or, at their option, participate during a live webcast.  All that is needed is a computer and an Internet connection.  A webinar may also be referred to as a webcast, online event, or web seminar.

What can you do on a Webinar?

A webinar typically includes both an audio and a visual component.  This allows you to use videos or PowerPoint presentations to convey your message.  Your patients get to hear you convey your message and your prospective patients get to see how you interact with people and provide medical information … this is just one more tool to help them decide whether you are someone they should “trust” with their health care.

Webinars are a powerful way to get in front of prospective patients and do not require a huge outlay of time and money.  In fact, your staff could do simple webinars that show patients how to download forms from your site and complete necessary pieces of paperwork for new visits or surgical procedures.

How do I Create Content for my Webinar?

Webinars are a huge promotional tool used by businesses to sell a product or convert website visitors into subscribers.  Surprisingly, many health professionals forget that they are a business and they are selling a product….Your Services are your PRODUCT.  As such, you should structure your webinar in the same way as an on-line business would structure their sales offer.

Reverse Engineering

Step 1:  Start with your offer.  Your offer is the action you want your viewer to take, a.k.a “call to action.”  Once you know what your offer is you work from there to create your introduction.

Step 2:  Introduction.  You want to create an introduction that gives you credibility and keeps your viewer interested.

Step 3:  Body or foundation for your call to action.  This is the place that you educate and plant the seed as to why they must take whatever “call to action” you have requested.

Step 4:  Closing.  (really step 1)  What is your call to action?  What do you want your viewer to do?  Perhaps, it is to call the office to schedule an appointment or subscribe to your newsletter …whatever it might be don’t forget to include it in your closing.

Do you have a website, but no time to create written content? 

Some of our clients who don’t have time to create written content or, in the alternative, they don’t own their website…meaning they have to pay someone every time they want to add something to their website are choosing to create webinars.  Others are simply choosing to increase their exposure by adding webcasts to their site.  Whatever your situation you can’t go wrong by trying something new.  We will be adding a new webinar tab to our site that will contain valuable information for getting you started on your first webinar.

Medical Marketing Enterprises, LLC uses gotwebinar.com

We use gotowebinar.com for our webinars.  If you are ready to automate your medical practice (while keeping it personal) try gotowebinar.com for a month.   The first month is free and you can cancel if it’s not for you.  If you use our link we will get a small (very smallJ) affiliate commission.  If you have used gotowebinar.com and have points, tips or concerns, please comment below so our whole community can benefit from your experience!

To Your Success,

Amy

Want to watch one of Randy’s first videos?

Does Your Medical Practice Have a Google+ Page?

Is your medical practice using Google+?  This post starts a month long series on the benefits of using Google+ and the steps you need to take to set up a Google+ page.  This information will allow you to be at the forefront of medical marketing!

We believe Google+ is the beginning of Web 3.0.  To have an appreciation for the opportunities Web 3.0 will provide it is important to differentiate it from Web 1.0 and Web 2.0.  To simplify, think of it this way:

Web 1.0 is akin to a one way conversation.  A user enters a “word or phrase” in the Google search box.  Every user who types the same word or phrase receives the same search engine results page (SERP).

Web 2.0 is a step up in that it provides users tools to customize their search.  This allows for a two-way conversation. For example, you can limit the location, time and types of results returned.

So what is Web 3.0?  Although this is still an emerging concept, one component is thought to be the ability to provide users with a unique, customized search experience.

Why is Google+ Important?

Google+ is important to your medical practice because it has developed a platform that integrates a users real world connections with Google’s databank.  Each time a user enters a search query in Google+ the SERP will return relevant posts, people and content from the web.  To simply restate, the user’s search will have context and that will allow Google to provide a unique SERP. Don’t you want to be listed within a user’s personalized results for the services you offer?

Whether you are a Google lover or hater, Google+ will transform the way in which you search for information….and…market your services.  Maybe not today or tomorrow, but by this time next year we believe you will see the importance of utilizing Google+ in your on-line marketing strategy. We would like to help you get started.  Look for our post next week that will outline how to set up your medical practice’s Google+ page.

 

 

 

Rank High in Local Search: Own Your Zip Code

Rank High With Local Search, Medical SEO, Medical Marketing Enterprises LLC

 

Your business website does not need to outrank the entire world.  It doesn’t have too.  You just want high rankings in the neighborhoods, communities where you operate your business.  You want your website to rank highly for your zip code.

You don’t compete globally, therefore, your website needs only to compete locally.

Just as you wouldn’t pay for advertising on TV, radio or print in markets out of your state, you want to ensure your website ranks only in the zip codes where you engage business.

It does you no good if you rank highly across the nation because it is unlikely those patients will come to see you.

Guess what?  Your job just got easier.

Competition Within Your Zip Code is ….. Low

Timing your web strategy couldn’t be better.  The time to formulate a marketing strategy on the web is right now.  Why?  Because very few of your competitors, if any, have any idea of how to use SEO (Search Engine Optimization)  or content marketing to rank their website.  In the medical world, few even have a website.

Instead of competing with thousands or hundreds, if you focus on “owning” your zip code, there is likely very, very little website competition.

Those high rankings are yours for the taking.

Google Your Keywords…and Your Zip Code

Pick three words (aka keywords) for which you would like to rank highly.  These should be 3 words that describe your “bread and butter.”  For example, an eye doctor might choose;  cataract surgery, laser vision correction and contact lenses.

Google those words yourself…and then add your zip code.  For instance, I’d type “retina specialist in 22031,” for example.  The search results should list should be your competitors.  Count the number of different practices, some may come up more than once.

Location, Location, Location

Remember to approach your strategy from the perspective of your next new patient.  Your patients are looking for qualified individual(s) who meets their needs and is located in the same geographic location.

While you may actually have several competitors in close proximity to your physical location, you may be surprised to find that you are the only one amongst your competitors that has bothered to create a web presence.

If You Don’t Have a Website, You Don’t Exist

While this may yet be intuitive to you, you need only to compete with those in your immediate geographic area who also have a website.  Those businesses with old, stale or non-existent websites are not competing with you.  In other words, those other practices that don’t have a website….don’t exist!

To your success!

Randall V. Wong, M.D.
www.MedicalMarketingEnterprises.com

 

Writing Your First Articles: Choosing Topics

Time to write your first article.  After purchasing your URL, hosting and installed WordPress.org, you can start writing.  We recommend writing 3 “anchor articles” to start your new website.

Anchor Articles Are About Your Bread and Butter

Anchor articles are the first piece of creating content for your site .  Published as a page (vs. a post), the article will be indexed on your navigation bar.  Thus, these 3 pages will always be available to your visitors.

I would suggest you choose 3 areas that are strengths of your medical practice.  For instance, I am a retinal specialist and my 3 anchor articles are reviews of macular degeneration, diabetic retinopathy and retinal detachments.

Choose 3 areas where you would like to rank highly.  These areas are usually the “bread and butter” of your practice.  Overtime, you’ll create links to these articles from future posts you’ll publish.  Hence, with time, you’ll create a large keyword base focused on these three topic areas.

Overviews are Great

Write your articles as general overviews and NOT comprehensive, in-depth reports about your topic.  Suppose you have a general ophthalmology practice.  Here are some suggestions about sub-headings in the form of a question (remember, patients have questions and your website should provide answers);

  • What is a cataract?
  • What are the symptoms of a cataract?
  • What are treatment options for cataracts?
  • Where is cataract surgery performed?

In the future, you can (and should) write shorter posts (small articles on your website) about a certain aspect of the larger general “anchor” article and will create a hyperlink from your post to your anchor article.  These “internal links” are part of building good, solid SEO (search engine optimization).

Posts Will Embellish the Anchor/Overview Articles

After you have written your 3 articles, you’ll construct shorter pieces.  Each post should be at least 300 words and be focused on one topic.  For instance, in the cataract example, you might consider an article on the types of implants used on in cataract surgery, or better yet, an article each about the various types of intraocular implants.

If there are five implants, write five posts.  Now you’ll have five more articles indexed on your site talking about cataract surgery and related implants.  Google will determine your content involves keywords involving ophthalmology, cataracts and implants.

Your site will begin to rise very shortly for these related areas.