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Is Your Content Providing Value? | 5 Easy Questions to Ask

February 12, 2019 by Randall Wong, M.D.

Healthcare and Medical Internet Marketing

As healthcare providers, we provide value to our patients all the time.  Every time we make a diagnosis and a treatment plan, we provide tremendous value to our "consumers" and to our community.

Providing value on the Internet, however, seems to be less obvious to us.  Perhaps it's because we do not really understand what's valuable.

Here's why value is integral to any marketing strategy and some very easy ways to gauge if our content has value.  Providing value is very easy of all the other industries on the Internet.  As healthcare providers, we are naturally the de facto authorities.

Why Value?

There are many reasons why we need to be creating value with our digital marketing.  Here are just 3 reasons why:

  • Build Trust - the only way a patient is going to call and make an appointment is after you have become trusted.  Every time a new patients says "I've done my research," they are saying they've vetted you and trust you.  No one makes an appointment solely because your website was at the top of a Google search.  You have to be on the top and then also develop trust.
  • Engage - valuable articles/content are interesting to the reader.  Ergo, your content makes your article/website/SM platform more engaging.  Engaging platforms encourage additional reading/learning and build trust very quickly.
  • SEO - content which is shareable (links back to your site) give a quick boost to SEO.

5 Easy Questions to Ask

Here's a quick list of questions you might ask about your content.

  1. Does it educate?  This is really easy.  Educational content is easy for health providers to create.  We educate all day and to every patient.  Using some of these well rehearsed and frequent topics easily provides value to our readers.
  2. Is it shareable?  Would one of  your readers consider sharing your content with someone else?  Might they tweet or post on their own page?  Shareable means valuable.
  3. Can it be fact checked?  Most of this is easy for healthcare.  Everything we do is based on fact (evidence based medicine) and, therefore, can be easily fact checked.  As subject matter experts (authorities), we provide tremendous value to our prospective patients.
  4. Is this interesting?  Your content may not be interesting to everyone, but it will sure appeal to those interested in that particular subject.  As long as your article/content is interesting to a percentage of your patient population, it's interesting.
  5. Does it solve a problem or answer a question?  If your content directly answers a question someone is "Googling," then it's relevant and of value.

You must answer "yes" to only one of these questions.  It's easy...and valuable.

Thanks for following and reading.  You may also:

A.  Follow us on "RussandRandy" on iTunes (our podcast on medical and healthcare Internet marketing) featured on Libsyn, Stitcher, iTunes, ReachMD.com and others.
B.  Visit RussandRandy.com - the website associated with the podcast.
C.  Be on the lookout for upcoming webinars (New!!!).

To Your Success,

Randy

Filed Under: Branding, Copywriting Tagged With: content marketing, trust, value

Happy New Year! Tips on Marketing for 2019

January 28, 2019 by Randall Wong, M.D.

Easy Marketing Strategy for 2019 | Healthcare and Medical Internet Marketing

Happy New Year!

Let's set an agenda for your marketing goals for 2019.  First, let's set some ground rules.  Your marketing objectives should be:

  1. Easy to achieve
  2. Enjoyable
  3. Appreciated and understood

Remember that healthcare and medicine is not comfortable with "marketing."  The need for marketing is still poorly understood, but every year more and more of us are beginning to understand that healthcare marketing is necessary because our patients are expecting us to market.  Marketing involves teaching our patients about their health and what services we provide.

Easy to Achieve Goals

Establishing goals which are easy to attain avoids disappointment and the feeling of failure.  When I lecture, I often plead to the audience that your hope should be to implement something over the course of the next year and not everything.  Trying to achieve everything is doomed to failure.  Try to implement just one or two things learned.

Enjoyable Marketing Goals

Your goals will vary from group to group and organization to organization.

The larger your organization/group, the more complex your marketing needs and, unfortunately, the more difficulty in making every one "happy."  Keep this in mind when planning a strategy.

Choose a strategy which involves or requires skills you possess and enjoy to utilize.  For example, if you like to write, write new content.  If you do not like to write, create a video (do something you enjoy, not stress over).

Appreciate and Understand

No matter how simple or difficult, why are undertaking this task?  What is your goal?

Keeping your focus on this reasoning will keep your marketing plan streamlined and laser focused.

Ideas for 2019

Here are some really, really simple goals for 2019.  Some may be more complex and other ideas may be for the practice just starting to understand marketing.

  1. Update Your Copyright - nothing worse to me than having an outdated copyright at the bottom of your website in the footer.  An outdated copyright date warns that your practice/organization may be outdated too.  At the very least, you aren't interested in keeping an updated website.
  2. Publish New Content - publish one new article to freshen up the content of  the site.  Remember that only refreshed sites get higher SEO rankings.
  3. New Photos - consider new headshots of the docs and employees.  New office photos?  New photos can improve your brand and reader engagement.
  4. Newsletter - Consider starting an electronic newsletter.  If you are already writing content, your new content can automatically be distributed to your email list in the form of a an electronic newsletter.
  5. Market Internally - you should properly (patient's need to "opt-in") collect email addresses from everyone of your patients.  Your electronic newsletter can automatically be distributed to the entire email list to share news of the practice and your great articles.
  6. Update/Claim Review Sites - Facebook, Google Business, Healthgrades, Yelp, WebMD.com and many others already have your business listed on their database.  These are places where potential patients can find you.  What's more is that these are also places where a patient can leave a review.  (BTW - this is also a great way to improve your local SEO.)  Don't forget to add your new pics of the docs!
  7. Ask for Reviews - only do this if you are comfortable with the idea of asking your patients to give you a review.  We recommend selecting only one or two places where a patient can write a review.
  8. Social Media - start a social media platform.  Choose a platform (Facebook, Instagram, Twitter) that your patients commonly use.  Most likely it's Facebook.  Start only if you are able to keep the content fresh and relevant.
  9. About You - remember that your About page is the second most important page on the website.  Rewrite your About page in the point of view of the first person and talk a little bit about who you are as a person.  Share some transparency - it's much more relevant and meaningful to your patients than a list of your academic achievements and research prowess.
  10. Answer Reviews - learn to monitor the Internet for all positive and negative reviews.  Respond to all reviews in a timely fashion, if nothing else than to thank the author for taking their precious time to recommend you and your practice.  If it's a negative review, breath deep, don't engage about right or wrong, but respond positively (better yet, give us an email or ask your partner or office manager to deal with this!)

 

 

Thanks for following and reading.  You may also:

A.  Follow us on "RussandRandy" on iTunes (our podcast on medical and healthcare Internet marketing) featured on Libsyn, Stitcher, iTunes, ReachMD.com and others.
B.  Visit RussandRandy.com - the website associated with the podcast.
C.  Be on the lookout for upcoming webinars (New!!!).

To Your Success,

Randy

Filed Under: Branding, Do it Yourself, Marketing, Marketing Systems Tagged With: content marketing, Marketing

AAO 2018 | Chicago Presentations

November 12, 2018 by Randall Wong, M.D.

AAO 2018 Chicago ILL | Healthcare and Medical Internet Marketing

If you attended AAO 2018 in Chicago, these are the 6 different lectures I presented this year.  Please share/download these embedded presentations.  They have been uploaded to SlideShare.net.

Thanks for following and all the best.

To your marketing success,

Randy

Saturday, October 27, 2018

How to Monitor Your Online Reputation from Randall Wong, M.D.

 

Saturday, October 27, Course SPE09

Healthcare Marketing 101 | Kickstart Your Website, Social Media and Blog from Randall Wong, M.D.

 

Sunday, October 28, 2018 | Tech Pav

GDPR | New Policy Regs that Affect Your Website from Randall Wong, M.D.

 

Sunday, October 28, 2018 | S103D

Live Website Analysis | AAO 2018 | Chicago | Wong | Medical Marketing Enterprises from Randall Wong, M.D.

 

Monday, October 29, 2018 | Tech Pav

Developing Effective Content for Your Website | AAO 2018 | Wong | Medical Marketing Enterpriises from Randall Wong, M.D.

 

Tuesday, October 30, 2018 | S106B

Protecting Your Online Reputation | AAO | Medical Reputation from Randall Wong, M.D.

Filed Under: AAO, Marketing, Reputation Management, SEO, Social Media, Website Tagged With: Blog, GDPR, reputation, SEO, wordpress

Lecture Schedule @ AAO 2018 Chicago

October 2, 2018 by Randall Wong, M.D.

Randall Wong, M.D. presents at the Young Ophthalmologists, AAO 2012

Randall Wong
Speaking/Lecture Schedule
Medical and Healthcare Internet Marketing

AAO 2018, Chicago

Look forward to seeing you!

Here's our lecture schedule for the upcoming Chicago meeting.  Lectures are split between the Tech Pavilion (located on the convention center floor) and traditional classrooms.

If you are going to attend "Live Website Analysis" - please submit your own site via email:  randall.v.wong@gmail.com.

Have a great AAO!

See you there.

 

Randy

 

Click to Download pdf Version of AAO Schedule

Saturday, October 27, 2018

11:45 - 12:15 PM
Location:  Tech Pav

Online Reputation

1:00 - 4:00 PM
Location:  N427D
Course SPE09

Marketing 101 – Kickstart Your Website, Social Media and Blog

Sunday, October 28, 2018

11:45 - 12:15 PM
Location:  Tech Pav

New Online Regulations that Affect You

2:00 PM - 3:00 PM
Location:  S103D

220 - Live Website Analysis

Monday, October 29, 2018

11:45 - 12:15 PM
Location:  Tech Pav

New Online Regulations that Affect You

3:00 - 4:00 PM
Location: Tech Pav

Creating Effective Content

Tuesday, October 30, 2018

10:15 AM - 11:15 AM
Location:  S106B

633 - Protect Your Online Reputation and Improve Local SEO

Filed Under: Medical Marketing Tagged With: AAO, Chicago, Lectures, Wong

AAO 2017 Presentations | Randall Wong

December 3, 2017 by Randall Wong, M.D.

Randall Wong | AAO 2017These are the 4 presentations given at the American Academy of Ophthalmology 2017 in New Orleans.  These have been uploaded to Slideshare.net and have been embedded here.

As always, thanks for following and for your support.

All the best,

Randy

randall.v.wong@gmail.com


Managing Your Online Reputation,
Technology Pavilion | 11.11.17, 9:30 AM

Managing Your Online Reputation | AAO 2017 | Randall Wong from Randall Wong, M.D

 


Marketing 101 | Kickstart Your Website, Social Media and Blogging

11.11.17, 1-4 PM, SPE06

Marketing101 | Kickstart Website, Social Media and Blogging | aao 2017 tech 10 | wong | SPE06 from Randall Wong, M.D.

 


Add Life to Your Website | Alternative Types of Content to Market Your Practice

11.12.17 TECHNOLOGY PAVILION | 11:30 AM

 

Add Life to Your Website | Alternative Digital Platforms to Market Your Practice | Wong | AAO 2017 Tech 10 from Randall Wong, M.D.

Live Website Analysis | Critique Your Own Site

11/13/2017, 4:30 PM | SPE 475

Live Website Analysis | AAO 2017 | Wong from Randall Wong, M.D.

Filed Under: AAO Tagged With: AAO 2017

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