Medical Marketing Enterprises, L.L.C.

Website Optimization, SEO, Reputation Management for Medical Practices

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

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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

Use Analytics to Increase Rankings and Website Traffic

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Use Website Analytics to Increase Your TrafficEvery website needs to have an analytics package installed.  It is an SEO requirement of all the search engines and the data gives you information to improve your content and maximize the growth of your website.

What is Analytics

The gold standard is Google Analytics.  While it is free, you must start a Google account.  The easiest way is to simply start a GMail account.

With the same login information, you then create an analytics account.  Google gives some code to insert within your website to allow tracking to begin.

If you are lost at this point, you should best talk to your IT person or web developer for help.  Don’t worry, you only have to do this once.

Analytics tracks data on all kinds of topics;

  • Website traffic – # of visitors
  • Specific browser used
  • Devices used (i.e. laptop, smart phone, desktop)
  • Internet company
  • IP address
  • Geographic location of visitor
  • Time spent on website
  • Popular topics
  • Etc.

Analytics Improves SEO

Having an analytics package installed on your website improves your overall SEO.  An analytics package is expected by the search engines (Google, Bing, Yahoo all expect you to have an analytics code contained on your site).  Those having one rank better than those lacking a package.

Value to Your Practice

To keep your website fresh and interesting, you’ll want to publish articles that are interesting to your readers.

For instance, when I first started my clinical website, www.retinaeyedoctor.com, I assumed that writing about the 3 most popular retinal diseases would automatically attract lots of readers.

Analytics showed I was wrong.  For instance, analytics showed me that when I wrote articles on retinal detachments, my traffic soared.

Analytics data will keep your website topics fresh, interesting and relevant to your readers needs.

Just as important, with analytics, you can determine which browser (Firefox, Internet Explorer, Chrome) is the most favorite of your readers.  You can also figure out which type of device is used most often to visit your site.

If most of your readers are using Chrome on a smart phone, you will want to ensure that your website is mobile responsive and performs, as you expect, on the Chrome browser.

Not every website looks and behaves the same across all the browsers.

The more traffic you build, the better your practice can grow.

Websites Have Two Goals | What’s Your Call To Action?

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Call to ActionA “Call to Action” is an instruction, commonly on a clickable button or hyperlink, to get your reader to initiate an action.

In order to effectively grow your practice, your website has two simple goals.  These Calls to Action simply invite your readers to subscribe to your email list or call for an appointment.

In web design, Call to Action examples appear as a clickable banner, button or some type of graphic.  A CTA is integral to inbound marketing and is a common way to coax a reader to “take the next step.”

Some examples of common “Calls to Action”;

Click Here
Download
Call Now
Purchase
Free Trial
Free Consultation

In medicine, we just need two Calls to Action.  Read on.

Why Everyone Needs a Call to Action

The purpose of your website is to grow your practice.  Get your potential readers to follow through on 2 tasks and you will succeed.

Your website is to build your practice, therefore, your website’s Call to Action will be to either;

  1. Subscribe to your email list
  2. Call to make an appointment

Subscribe Now

Potential patients are likely to subscribe to your email list to receive your updates on your website.  These patient education articles will build trust…and eventually your potential patient may call and make an appointment.

Call to Action Subscription Optin

Your “Subscribe Now” opt in box should be somewhere in the upper right quadrant of your home page and “above the fold,” that is, you should be able to see it on the top half of your website when viewed on a desktop or laptop.

Call Now

Readers should be encouraged to “Call Now” to make an appointment.

The “Call Now” CTA can be a simple button on your mobile screen which can initiate a phone call.  For your laptops and desktop versions, you have a CTA with visible phone number at the end of your articles and also on your “Contact” page, etc.

For WordPress users, Call Now Button is a plugin that creates a “call” button on the smartphone versions of your website.  By simply pushing this button, your next potential patient can call and make an appointment.

In healthcare and medicine, we simply need to our readers to follow 2 Calls to Action.  Make sure your website ask them to do so.

Randy

 

 

Interview with Isaac Porter, M.D.

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Isaac Porter, M.D. | Ophthalmology | Raleigh NCEver wonder how to use YouTube to market yourself?

During the AAO 2016 in Chicago, I interviewed Isaac Porter, M.D. for my podcast “Russ and Randy.”  This post coincides with the podcast episode published today on iTunes.

Isaac Porter M.D. Gets 600k Views

Isaac and I have known each other for several years after we found similar interests in healthcare and medical Internet marketing.  Isaac owns Porter Ophthalmology, a solo ophthalmology practice in Raleigh, North Carolina.

Porter Ophthalmology has been very successful using a website and YouTube to market themselves.  Over the past 4 years, they have published over 130 videos on YouTube.  “A State of Sight,” the name the series of patient education videos has received almost 600,000 views in the last 4 years.

I would encourage you to listen to Isaac tell how us how he has done it.

I congratulate Dr. Porter for his success and want to highlight some of his notable achievements.

Self Publishing

The videos are created several times a month.  Isaac uses a Nikon 5000 DSLR for recording.  He does NOT edit the video and are 2-3 minutes in length.

Videos are uploaded to YouTube and embedded on his website.  Additionally, the audio is transcribed for publication on his blog.  The videos thus serve a dual purpose and he reduces the work and effort to update two platforms (website and YouTube).

A YouTube account is free.  There are no actual costs whatsoever.  Therefore, cost is never an issue to creating another video.

Also, self-published videos are better than professional versions – at least for our purposes.  Self-published videos convey more about you and your personality – you tend to speak and move more naturally compared to a rehearsed/memorized script.  Patients can hear your voice.  You offer some transparency regarding who you are.

Self-published videos are much more credible and believable.

Patient Education Videos Provide Value

This is a great example of how to provide value.  Over 4 years and 130 or so videos, Isaac Porter, M.D. provides tremendous value to his viewers by providing patient education.

To be successful with your healthcare and medical Internet marketing endeavors, you must provide value. With value comes trust.

He has done a great job.

Video Length and Consistency

The videos are also not too long.  3 minute videos are probably ideal – not too long to bore the viewer.  What’s even more important is that Porter Ophthalmology produces videos consistently over the past 4 years.

This consistency has two advantages; 1) tremendous SEO power and visibility and 2) he has engaged his viewer base routinely.

Team Approach

Perhaps the most unique aspect of Isaac Porter, M.D. and Porter Ophthalmology is that they approach their Internet marketing as a team.

Everyone in the practice plays a role in their digital efforts.

Isaac will tell you toward the end of the interview that he is most proud of his Google reviews and how they have helped grow his practice.  He, and his team, have a seamless method for gathering reviews.

Contact Information for Isaac Porter, M.D.:

Isaac Porter, M.D.
Porter Ophthalmology
Raleigh, North Carolina
www.EyePorter.com

Twitter:  @eyeporter

To Your Success!

Randy

 

Convert Your Next Patient from the Internet with 3 Steps

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Patient Conversion | Authority Trust Value | Healthcare and Medical Internet MarketingConverting a visitor to a patient from the Internet or your website is a result of a process.  Understanding how authority, value and trust are fundamental to patient conversion is essential to your Internet marketing strategy.

Authority

This is the first step.  Your content must be credible, reliable and accurate.  Your content must be authoritative.  You must be an authority…an expert.

For healthcare, this is easy.  We are natural authorities when it comes to medical or healthcare questions and problems.

As healthcare professionals, we do not have to prove our authority.  We have medical degrees which automatically confer “authority” to our content.  Simply produce content which educates, informs and is accurate to maintain your authority.

Value

How does your website provide value?

Value is provided to your readers by your articles.  Your articles should answer a medical question or solve a healthcare related problems.  Answering questions and solving problems provide the value your readers are seeking.

It’s important that your articles remain clinically accurate for you to maintain your value.  Again, we are assumed to be the immediate authorities and it is assumed that our content is clinically accurate and credible.

Trust

If you are able to successfully provide value, your next patient develops trust in you and your website.

Trust must be achieved before your next patient schedules an appointment with you and completes the process of becoming your next patient.

This is a necessary 3 step process.  Missing any component will halt the progression of conversion.  By the way, this is essential to your social media Tweets and posts as well.

If you have any questions or concerns, please leave a comment below.

All the best!

Randy

New Podcast!

In August 2016, Russell Faust, M.D. and I launch a new podcast on Healthcare and Medical Internet Marketing.  I invite to download on iTunes and subscribe to our blog, RussandRandy.com!

iTunes Cover Art

 

Healthcare and Medical Internet Marketing
Healthcare’s Rx for Web and Social
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