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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 Update Your Copyright - nothing worse to me than having an outdated copyright at the bottom of your website in the footer.  An outdated copyright date warns that your practice/organization may be outdated too.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

WordPress Revisited | Is Your Website Built on the Best Platform?

January 19, 2017 by Randall Wong, M.D.

Wordpress is best platform for building websitesThis post mirrors this weeks podcast on Russ and Randy where we discuss the advantages of WordPress.

For many reasons, WordPress.org is absolutely the best platform to use to build your website.

WordPress.org is the world’s most popular CMS sytem.  CMS stands for Content Management System and can be best thought of as “blogging software.”  There are other popular CMS systems such Joomla or Drupal, but WordPress is the best.

Not WordPress.com

There are two similar products names WordPress:  WordPress.org and WordPress.com.  They even share the same logo.  For the purposes of this post, I am not referring to the “.com” version and when using the term “WordPress,” I’m referring to WordPress.org.

WordPress.com is a completely free blogging system.  Suffice it to say that it has too many restrictions, can not add functionality nor can it be optimized compared to the WordPress.org version.  You also do not have control over you files (they reside on a server of which you have no control or access).

I do not recommend WordPress.com for any business.

13 Reasons to Use WordPress.org

  1. Best for SEO – this is the best platform which allows you to optimize your site and your content (articles, posts, pages, etc.).  It is also coded to be easily and efficiently crawled by the search engines.  Google loves WordPress (so I read).
  2. User Friendly – if you can use Microsoft Word, you can use and operate a WordPress.org website.  You do NOT need IT experience or even need to know how to code.  Keep in mind that this is my preferred platform – that means I have even learned how to use it!
  3. Open Source – this allows multitudes of 3rd party developers to enhance the basic product.  WordPress enjoys the largest selection of 3rd party themes, add-ons and plugins.  As it is the largest and most popular in the world, the WordPress community is always updating and improving.
  4. Most Popular Platform – as the largest and most popular system, it has millions of users.  This translates to unlimited forums and “resources” available to help you when you run into a problem.  Chances are high that many have faced the same problem as yours.
  5. Turn-key Design – WordPress themes can be installed or switched out with click.  No need for website designers.  This flexibility in design, the way your website looks, can save you literally thousands of dollars.
  6. Mobile Responsive – similar to #5, most current WordPress themes are mobile responsive – no need to waste time and money building a mobile responsive site.
  7. Server Based means that you can work on your site from any Internet connection, even your phone.
  8. “Self-Hosted” means that you need to purchase a hosting account (GoDaddy, Bluehost, Hostgator), but it also means you have complete control and ownership of your files.
  9. Free installation – any legitimate hosting company will offer installation for…free.
  10. Versatile – WordPress.org offers the most plugins which means that WordPress is more functional and versatile than any other system.  You can even do eCommerce easily!
  11. Best Blogging Software – this was built for blogging, for our purposes, this allows to easily add content.
  12. Sophistication – regardless of the what your needs are, this platform grows with you as your expertise improves.  For instance, maybe you are not ready to open up comments or blog.  You can easily do it later.
  13. Search Engine Friendly – It is also coded to be easily and efficiently crawled by the search engines.  This gives you an SEO edge.

If you have any reasons (for or against) you’d like to add, please comment below.

All the best!

Randy

Filed Under: Marketing Systems, SEO, Website Tagged With: Blogging, website design, wordpress

Create an Email List for Your Blog

April 10, 2013 by Randall Wong, M.D.

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

 

Filed Under: Marketing, Marketing Systems Tagged With: email list

3 Types of Websites: Which is Yours?

February 1, 2013 by Randall Wong, M.D.

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 a 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.  While it’s better than no site, it’s not even as good as handing out a business card to a stranger.

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

Filed Under: Marketing, Marketing Systems, Website Tagged With: blogs, intereactive website, website type

How to Convert Prospective Patients into Raving Fans

August 22, 2012 by Amy Wong

Converting prospective patients into paying patients should be a breeze if you have a system in place.  To help you with creating effective systems we created The Patient Attraction System TM.  This system is essentially a blueprint that allows anyone to run your medical practice without you being there to direct the show.  And more importantly, patient care is delivered in the exact same way, whether you are directing or someone else is directing.

There are essentially six systems that are integral to developing a brand and providing superior medical services.  There are of course many components to any system, but for illustration purposes let’s discuss one piece that serves as the cornerstone of the Patient Attraction System TM.

Step 1:  Prospective Patients

You have worked hard to engage with your community both on and off line, now those efforts are finally paying off.  Prospective patients are calling to schedule appointments with you.  The method that your staff engages with these calls can very well determine whether the prospective patient will actually follow through and trust you with their care.  So if you haven’t already, now is the time to have systems in place that will assure that all of your online efforts are not thwarted by the reception they receive when they first call your office.

Let’s start with how you handle incoming calls to your office.  What is your system?

Patient Attraction System TM:  The Initial Phone Call

How is the phone answered at your medical practice?   This seems like a pretty basic question, but after you have spent hours building your brand on and offline this is often an overlooked part of what can be a defining moment for a prospective patient.  Consider the following exchange and compare it to the intake system you have in place at your medical practice.

The First Step:  The Call

“Hello, welcome to the Randall Wong Retina Eye Center, this is Amy, how may I assist you.”  Keep in mind the tone is warm, inviting and definitely with a smile.

What have we told our prospective patient?

The caller was greeted, she knows she dialed the correct number, she knows who she is talking to and she knows that “Amy” is not in a hurry and more importantly, that “Amy” wants to assist her.

Note:  Your receptionist/intake specialist, I prefer to use the term patient care representative,  should know how integral they are to the patient attraction process and should never be expected to rush through a phone call.  Think of it this way…are you running a factory or a patient centered medical practice.

The Second Step:  Intake Information

Now, the next step will hopefully lead to the caller scheduling an appointment.  At this point “Amy” will lead the caller through a questionnaire that was designed to put the caller at ease and gather essential information for the appointment.

The Third Step:  The Welcome Package

Once “Amy” has finished with her scripted intake questionnaire she will thank the patient and let the patient know that they should be receiving a welcome package within the next several days.

The Welcome package will have an assortment of materials, but the most important piece will be the business card with Amy’s information.  Amy will serve as the patient’s point of contact because a personal connection has already been established.  The patient will have a familiarity with “Amy” and will hopefully not hesitate to call should she have additional questions prior to her appointment.

Note:  How many receptionists, patient care representatives, or other staff members at your office are given business cards.  If you are like most offices, the answer is likely very few.  This is something I have never understood….give all of your staff members their own business cards.  Not only does this increase your exposure with each card that is handed out, but think of it from the employee’s perspective; i.e., the business card shows they are valued and have an important role in your medical practice.

The Fourth Step:  Confirm the Appointment by Postcard

Yes, there is a small cost associated with sending a postcard and a welcome package; however, the patient will surely remember the extra special measures that were taken to ensure a seamless first appointment.

Side note:  Many practices like to use their website for directions and contact information.  We believe using on-line and off-line measures to ensure your patient makes it to the office is worth the small expenditure.  Do the math yourself…is the office visit worth the two bucks you spent, and even less after factoring in the relative tax implications.

The Fifth Step:  Confirm the Appointment by Calling the Patient

This is very important; “Amy” will call the patient the day before to confirm the appointment and answer any last minute questions the patient may have.

So… What’s the System?

The system is the process that is used to assure that each patient has the same experience.  In the example that was used above, if you were to implement the five step intake process you would need to have a system in place that would track the completion of each step and automatically send reminders to the patient care representative to remind them of the next task needing to be completed.  This may sound like a lot of work, but once your system is in place you will have created a system that can be employed by anybody.

 

Filed Under: Do it Yourself, Marketing Systems Tagged With: Patient Attraction System

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Website Not Ranking?

Did you just pay thousands for a redesign and realize that new graphics don't rank web pages?

Want to ReDesign Your Site? Think Again!

A fresh new look might seem like a practice builder, but how are you going to improve your website performance?

Social Media Confusing?

Do you really need social media? It may not be the right time to consider social media, or, it may not be right for your practice...but it can be a powerful tool.
_____________________________________

Randall Wong, M.D., Allergan, Allergan Access, Ophthalmology, Social Media and Medicine

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