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retargeting, email, display ad, online advertising, ctr

The Reality of Retargeting: Keep Your Practice Top of Mind (without Creeping People Out)

The email’s subject line — We Were Just Getting Started — certainly caught my eye. We were just getting started with what? Turns out it was from an airline whose website I’d recently visited without completing a booking. Based on my actions on their website (and my membership in their loyalty plan), they no doubt […]

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gen x, healthcare marketing, cosmetic surgery

Healthcare for the Ages, Part III: Generation X and “Y” No Doctor Should Ignore Them

As children, they were called “latchkey kids” because they were often left on their own as their parents divorced; as they got older, they were called “slackers” because their subsequent experiences with societal institutions left them underwhelmed. They are, of course, the members of Generation X and while they seldom get the attention that Baby […]

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search advertising, cpc, ppc, ctr, clicks, leads

Infographic Friday: Is Your Search Advertising Generating more Clicks or just High Costs?

CPC, CTR, CTA. Given the plethora of TLAs — that’s three-letter acronyms to the rest of us — that get tossed around by digital marketers these days, it’s no wonder many doctors leave their promotional efforts to their web team or marketing agency. After all, your time is probably better spent on consultations, procedures, and […]

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inbound marketing, advertising, content, synecoretech

Infographic Friday: Want to Get Prospective Patients’ Attention? Quit Interrupting Them

Imagine for a moment that you’ve just sat down for dinner, the phone rings and you pick it up, only to hear that annoying, overly familiar voice: “Hi, this is Rachel from cardholder services.” It’s enough to make you scream, slam down the phone and vow never to patronize any company or service that interrupts […]

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marketing, pull, push, advertising, deloitte

Want to Pull in More Patients? Quit Pushing!

Lawnmowers, elevator buttons and football blocking sleds — if you’ve seen Geico’s commercials with Salt-N-Pepa, you know that sometimes the right thing to do is “to push it, push it real good.” With your marketing? Not so much. Simply put, the Internet has completely upended the traditional ways of reaching today’s consumer and pushing your […]

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inbound, outbound, marketing

Infographic Friday: Is Your Marketing Heading in the Right Direction?

You could probably fill a library with books dedicated to explaining the tools and tactics of online marketing but much of it can be boiled down to one essential concept. Old-school techniques, in which brands push their messages at consumers, no longer work; if you want to reach today’s consumer, you have to pull them […]

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Infographic Friday: Advertising, Inbound Marketing and Today’s Aesthetic Consumer

There are plenty of catchphrases in marketing today — “Content is king,” “Think like a publisher,” etc. — but they all stem from the same reality: Regardless of what they’re in the market for, consumers have become more or less immune to traditional advertising. They’re skeptical of what they read and hear in ads; they […]

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pay per click, advertising, attribution

Click-bait: the Ugly Truth about Online Advertising

50% of all advertising is useless. We just don’t know which 50%. Often hailed as the “Father of Advertising,” the late David Ogilvy wrote those words long before there was an Internet, social media or search engines but they’re still worth remembering when implementing a digital marketing strategy and setting an advertising budget. In fact, […]

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Dr. Eric Swanson, commercialization, plastic surgery

Confronting the Commercialization of Plastic Surgery

Having opened his plastic surgery practice in Kansas City 24 years ago, Eric Swanson, MD, has received his fair share of sales calls and marketing pitches. Among them: a salary of $325,000 and a company car, a promise of $450,000 for working 2 days per week and a promise that he could double his income. […]

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word of mouth, earned advertising

Truth(s) in Advertising: Consumers trust friends, online opinions and branded websites

Trust. When you get right down to it, no other factor — not price, not location, not credentials — carries more weight when consumers are trying to choose between providers offering similar services and products. And that’s especially true when what they’re considering is an elective, expensive and potentially emotion-laden subject like cosmetic surgery. So […]

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dermatology ASDS social

Dermatologists Seeking Web Marketing ROI: 3 Takeaways from the ASDS Annual Meeting

As cosmetic dermatology embraces new technologies like ultrasound skin tightening devices, practices are starting to deliver a greater number of services that go beyond the face. Patients are also asking their dermatologists for minimally invasive body contouring procedures, amongst other non-traditional requests. I’ve observed that this shift in the dermatology market is driving a marked increase […]

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Aesthetic Medical Devices and Pharma Need to Embrace Social Advertising

The most common advertising request we get from device makers and pharma companies (well, actually, their agencies) is the traditional banner or box ad. We try to talk them out of this approach, pointing to the fact that these ad formats are less effective in a social environment like the RealSelf community. This video explains […]

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Groupon deals Yelp ratings

Groupon’s Hidden Cost: Your Reputation?

If you’ve ever considered doing a Groupon or other daily-discount offer, you already know that it can do some serious damage to your bottom line. That’s because such sites typically demand discounts of around 50% and then take half of what’s left. But did you know your reputation could also take a hit? That’s among […]

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Groupon deal, Google Analytics, conversions

Should Doctors Do Groupon?

It’s one of the biggest Internet sensations in online marketing but is it right for you? “It,” of course, is Groupon, the deal-of-the-day website that provides big discounts to online shoppers, and it presents unique opportunities and challenges for you and your practice. Groupon can be difficult to work with, says Eva Sheie, director of […]

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Pay per click on Google

Two Steps to Higher Pay-Per-Click ROI

Guest Post by Bill Fukui, Chief Operating Officer at Page 1 Solutions When it comes to online advertising, you may pay per click (PPC) but you earn per conversion. And since Google doesn’t negotiate the cost to be the top listing for a particular search, it’s important to ensure you’re getting the most bang for […]

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Old fashioned marketing

Are You Doing Old Fashioned Marketing?

Insightful video on how product and experience now define brands-not just what marketers message in advertising. This is hardly lost on doctors who see that patient reviews directly impact (positive and negative) a practice’s ability to attract new patients. Branding in the New World

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