Doctor physician healthcare medical practic website online internet marketing ideas and strategies

Online Marketing Strategies and Solutions for Doctors,
Physicians, Medical and Healthcare Organizations

An Introduction to Online Marketing for Doctors and Healthcare
Organizations / Practices that want to develop a long term web
marketing strategy.

Mike Myers is a Senior Internet Marketing Consultant residing in
Houston Texas and able to provide consulting, media buying and all
related web marketing needs across the United States.

Mike Myers has a lot of success and experience in helping both
independent and large doctor and physician groups, specialists and
marketing managers of healthcare facilities and can bring that
knowledge and success to your organization as well.

For a personal, customized assessment, analysis, and or proposal, you
can contact Mike direct at 281-883-2855 or email
mmyers@reachlocal.com

By Mike Myers, Senior Internet Marketing Consultant in Houston Texas
mmyers@reachlocal.com | 281-883-2855 | www.Internet-Marketing-Consultant-Houston.com


Step 1: Building Your Website Network and Distribution Channel
- The Internet (and more importantly) Search Engines are the Portal to New Patients
- It’s the first place they go to search for a new doctor, clinic, location, specialist, and
general information about their symptoms, needs, and more.
- When someone searches on the Internet, they use search words (or keywords)
- NEXT SLIDE



- For example, someone might need a family doctor that accepts Blue Cross Blue
Shield near Houston Texas, so their search might be “best family doc in Houston that
accepts blue cross blue shield” because they want the best, of course. ;-)
- The search engine will provide multiple types of results including:
- Sponsored Ads (top, right and now bottom of the page)
- This may include competitors, directories, insurance companies and more
- Organic Directory / Map Listings based on the closest and/or most optimized
web pages according to Google, Yahoo, Bing, Etc.
- Review Sites such as Rate MD, Vitals or others
- Top Organic Sites (either local competitors or national ones like WebMd
- Link to Blue Cross main website
- YouTube Videos
- Social Media Links like Facebook or Twitter
- Recent Articles, Blogs, News (especially if searching for most recent info)




Sponsored
Ads
(competitors
Search Engines
& directories)

Facebook &
Maps &
Directory
Are the Portal
Twitter Pages
Listings
To Everything…
Search
Engines
YouTube
Videos
Review Sites You Need to Be
As Distributed As
Review Sites
like Rate MD
Web MD and
Possible
Others
& Vitals



- So, in order to be truly competitive, you should want links to your business show up
multiple times for various keyword searches related to your specialty and location
served
- To do so, you need to build out your own personal website network
- Fully optimized Website (multi-pages, contact us, appointment requests, phone, doctor
information, services provided, map, customer service links/logins)
- Blog Site (separate domain, backlinks to your main site, multi-pages)
- Review Site (your own review website, owned and managed by you) and every review
should become a new, optimized web page)
- Facebook, Twitter & YouTube Sites that your patients can become fans/followers of, and
by which can simply be “found” when someone is searching for your primary keywords.
And Links to these sites & Activity is factored into your overall Google & other Search
Engine Algorithms for rank




Website

Twitter Facebook

Build
Your Web
Network

Reviews YouTube

Blogs &
Info Sites



Step 2: Optimize Your Website(s) for best possible search-ability
- URL’s / Domains:
- 35 characters or less (so it can be used in pay-per-click ads)
- Try to include at least one primary keyword (type of doctor or specialty and city/area and
company / doctor or organization name)
- Extended File Names for secondary pages of your site should always include a
keyword, city or area covered and what’s on the page
- Hyphenated URL’s or Domains are great for search engines, and you can use the
non-hyphenated versions for print, business cards, etc.

Example of a good URL / Domain Strategy:
Purchase Both or All Options Available (.com, .co, .net, .info)
www.atlanta-pediatric-dr-smith.com (easier to read online – point to main url)
www.atlantapediatricdrsmith.com (for use in print i.e. AtlantaPediatricDrSmith.com)

Concept designed for optimization purposes: www. Location + Specialty + Doctor Name .com



- Page Titles (seen at top left of Web Browser):
- Use keywords in your Page Title
- Recommendations are no more than 60-70 characters
- Home Page Example:
- Doctor Jones | Orthopedic Specialist and Surgeon| San Antonio, TX
- Contact Us Page Example:
- Doctor Jones | Appointment | Orthopedic Doctor Specialist and Surgeon | San Antonio, TX



- Headlines, Sub-Headlines, Content on Page
- The headlines of your web pages should be keyword focused, larger fonts, and bold
- This indicates the level of importance of each page
- For every keyword you want to focus on, make sure you have a page dedicated to that specialty or service
- For example: Orthopedic Doctor, in Irvine California
- Home URL: www.OrthopedicSurgeonIrvineCA.com / www.Orthopedic-Surgeon-Irvine-CA.com
- Page Title: Dr. John Adams | Orthopedic Doctor Specialist and Surgeon | Irvine CA
- Headline in Bold, HTML Large Type:
- Welcome to Dr. John Adams Website, Orthopedic / Orthopaedic Doctor and Specialist and Surgeon
- Subheadline in Bold, HTML, Smaller Type:
- Serving Irvine, Orange County areas in California
- Content: Smaller font, only Bold keywords of focus and link to other pages in site
- John Adams, M.D. the founder of Adam’s Orthopedics & Sports Medicine, is a board-certified orthopaedic
surgeon with more than 20 years of clinical experience. A community-centered orthopaedist who has practiced
in Irvine, California as a solo practitioner for over 15 years, Dr. Adams is steadfastly committed to offering his
patients exceptional care and restoring their quality of life. With a focus on implementing the latest in proven
effective technology, tools and methodologies, Dr. Adams has achieved a well-respected and highly regarded
reputation within the local medical community as well as among his patients.




Home Page

About Doctor Orthopedic New Patient Contact Us &
Resources & Links
Adams Specialties Information Driving Directions

Knee Doctor and
Insurance Accepted
Surgery Common Links & Info at Top of Every Page:
Company / Dr. Name
Shoulder Doctor Location / Area Served
Pre-Visit Forms
and Surgery Patient Reviews / Feedback
Appointment Request
Foot Doctor and Schedule
Ask a Doctor (lead opportunity)
Surgery Appointment Phone Number
Facebook | Twitter | YouTube

Hand Doctor and
Surgery

EVERY PAGE should be considered as an opportunity to be found for certain
keywords. Domains, Titles, Headlines, Content should all line-up.




Blog Site

About Doctor Orthopedic New Patient Contact Us &
Resources & Links
Adams Specialties Information Driving Directions

Knee Doctor and Every Blog site should be considered as a secondary /
Insurance Accepted
Surgery sister website with almost the same level of content and
information as your main website, and it should include
NOTE: Your blog should be Shoulder Doctor direct links to the main corporate website.
automatically updated and Surgery
and fed into your main And every time you blog, it should be creating a new,
website thru RSS feeds. optimized web page that can be indexed on the search
Foot Doctor and
These feeds add a lot of Surgery engines. Don’t worry how many people interact or
SEO value for your main respond to your blogs, especially in the beginning.
site, and it prevents the
need to duplicate content Hand Doctor and The important thing is to make sure you create at least
and effort. Surgery one to two new blog articles per week, focused on
educational and informational content, not advertising
or self promotional in nature.



- Sample Example of a Great Doctor Blog Site that includes all of the elements to support blogging
articles, additional information, link building, and reviews and reputation building




Review Site

Prospective Patients can Read
Patients can Submit Reviews on
Reviews You Have Posted and
the Webpage You Own
Gathered from Multiple Sources

Link to your Review Page from your Main Website and any other sites
You can control all the reviews by owning the review page / site so you can approve for publishing
Reviews are Critical to Building Trust with prospective patients
Have a plan in place to build reviews / feedback after every visit
Each Review should become an independent, optimized web page indexed and search-able by Google



- Sample Example of a Great Doctor Owned Review Site / Page

Prospective Patients /
Patients can Customers
Read can Post
Reviews Reviews
that You
Control
before they
“go live”



- Sample of Posted Reviews showing up in Search Results Search by Doctor or Company
Name + Reviews
Start Owning / Controlling more of
what people see by indexing
positive reviews on search engines

NOTE:
Be sure your main website has a
webpage with a file extension such
as: yoursite.com/customer-
reviews-doctor-name-company-
name-city-name
(This page can link and/or include a
live-feed to your review site) but
will help create another page that
can be indexed and placed on
Google




Website

Once you build out your Twitter Facebook
web network, make sure Build
they are all linked together Your Web
Network
for maximum cross-
marketing potential. Reviews YouTube

Blogs &
Info Sites



Step 3: Start Advertising and Promoting Your Website
- Pay-Per-Click:
- Develop a list of keywords related to your specialty / focus
- Example: orthopedic doctor in Katy Texas (a suburb of Houston Texas)
- General keywords: orthopedic / orthopaedic + doctor, surgeon, specialist, etc.
- Specific keywords: knee, arm, hand…doctor, surgeon, specialist
- Adjective keywords: local, find, directory, best, top, recommended, etc.
- Location/Geo keywords: katy, katy tx, katy texas, houston, houston tx, houston texas
- Develop a list of ads and/or ad groups (ads tied to specific types of keywords for maximum relevance)
- Example: Ad Group #1: knee doctor
- Knee Doctor Katy
- Orthopedic Doctor Smith Serving
- Houston and Katy Texas.
- Establish the requirements for advertising costs on first page for your keywords
- Establish your goals such as daily / monthly visits
- Buy, Track, Optimize, Refine (You should track calls, leads as well as visits, impressions, etc.)



- Pay-Per-Click: Sample of Sponsored Ads for Ob/Gyn Doctors in Los Angeles, CA



- Display / Banner Ads & Remarketing
- Depending on the market / geo-targeting reach of your office, Display / Banner ads can be a
significant way to promote your website
- If you are not trying to reach a larger geographic city / area, then Remarketing Banner ads can be a
great way to brand / remarket yourself to both current and prospective patients
- And Facebook Ads can also be great for promoting your practice / office in a local, geo-targeted way

Your Ad Showing on Pointing to Your Website
These Sites in Your
Target Market / Cities



Step 4: Start Creating and Publishing Content that can be Found
- Articles that will be posted to your blog and distributed to
Facebook and Twitter
- Videos that will be posted on your blog, and distributed to
Facebook, Twitter and YouTube
- Presentations that can be posted on your blog, and distributed
thru Facebook, Twitter, YouTube and Slideshare
- Reviews that can be indexed and optimized, linking back to
your website, and even shared on Blog, Facebook and Twitter
- Link Building Articles that can be pushed thru third party
publisher / directories for maximum exposure and seo value



Step 5: Track EVERY Activity Closely
- Use database / web based applications that can track every
lead source (paid, online, offline)
- Track every lead and call
- Evaluate ROI for all leads
- Evaluate types of inquiries, and refine marketing to get more
targeted results and activity
- Optimize your organic, blog articles, paid advertising
accordingly
- Know your total monthly investment and return/growth in rev.


Pay Per Comprehensive Web Marketing
Click Ads
Strategy for Doctors and Physicians
Directory
Listings
Lead Database / Mgmt.
YourWebsite.com
Display (track, manage, email)
Banner
Ads
Overall Analysis
Facebook
Implement Optimization
Ads

YourBlog.com YourFacebook.com YourTwitter.com
Articles Search Ranking Reports
Reputation Reports
Social Activity, Shares
YourReviews.com YourBlog.com YourFacebook.com
Reviews

Videos YourYouTube.com YourWebsite.com YourBlog.com YourFacebook.com YourTwitter.com



What To Track and Analyze
• Impressions, Visits
• Calls, Emails, Web Leads
• Top Keywords (organic and paid)
• Click to Lead / Conversions
• All Sources of Website Traffic
• Google Analytics
• Search Engine Ranking Reports
• Establish Goals
• Evaluate Results
• Create New Goals / Targets
• Optimize Your Website and Campaigns using Data



Lead
Tracking


GOALS

Impressions
Visits
Leads
Sales

Time

Paid Ads (works immediately and only limited by budget or consumer demand)
Organic (grows over time as link building & articles grow)


GOALS

Sponsored
Ads
(competitors
& directories)
Maps &
Everywhere
Facebook &
Directory
Twitter Pages
Listings
prospective
Search
patients /
YouTube
Engines
Review Sites
customers might
Videos

search – you
Review Sites
Web MD and
want to be found
like Rate MD
Others
& Vitals



STEP 1 - Analysis

Website, Existing Data, Competition, Budgeting Needs

STEP 2 – Build / Update / Optimize Your Web Network

Website, Facebook, Twitter, Blog, Info, YouTube, Review
Connect Together
Got Questions?

Overwhelmed? STEP 3 – Promote & Grow Your Business

Create & Publish Articles (Blog, Facebook, Twitter, Info)
Create & Publish Videos (Blog, YouTube)
I understand! Create & Publish Ads (Google, Yahoo, Bing, Directories, Facebook)
Create & Distribute Link Building Articles
TV, Print, Radio
Call me now and I’ll
Help you get started.
STEP 4 – Track / Report / Analyze / Optimize

281-883-2855 Total Ads, Impressions, Visits, Calls, Leads
Manage & Grow Leads
mmyers@reachlocal.com Track ROI



Please send comments, questions, ideas, recommendations
To Mike Myers at mmyers@reachlocal.com
Or Call 281-883-2855

Keywords:
Doctor marketing, physician marketing, healthcare marketing
Internet marketing for doctors, physicians, clinics, hospitals, dentists
Web and online marketing for doctors, physicians, clinics, hospitals, dentists
Houston, Dallas, San Antonio, Austin, Katy, Sugar Land, Sugarland, Kingwood, Humble, Spring, The Woodlands, Texas TX
Los Angeles, San Diego, Irvine, Orange County, San Francisco, California CA
New Orleans Louisiana LA, Jacksonville, Orlando, Tampa Florida FL
Internet Marketing Consultant Houston, Website Advertising Firm


Doctor physician healthcare medical practic website online internet marketing ideas and strategies

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