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3 rs, authenticity

Real, Reliable, and Respectful: Attract More Patients by Embracing the 3 Rs of Authenticity

You hear a lot about “authenticity” these days — what it is, why it’s important, how to demonstrate it, etc. — but all too often those explanations are long on abstract concepts and short on actionable details. A recent report by Cohn & Wolfe, on the other hand, offers an approach that’s so simple and […]

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google, mobile, search, snippets

Rich Snippets and Insecure Websites: Assessing Google’s Latest Updates — and What To Do about Them

The mysterious symbol appeared in my search bar out of the blue this morning. Instead of the usual green lock or small blank page before a web address, there was a lower-case “i” in a circle (see left image, above). Never having seen it before, I clicked on it and was shocked to read the pop-up that read, […]

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cosmetic surgery, hispanics, healthcare marketing

¿Buscas Nuevos Pacientes? Hispanics, Healthcare, and Hints on Reaching a Large and Growing Market

It’s National Hispanic Heritage Month (Sept. 15 – Oct. 15): Esta su práctica médica amigable para los Hispanos? Depending on where you practice, who your current clientele is, and who you hope to reach in the years to come, the question — Is your medical practice friendly to Hispanics? — is well worth asking. As […]

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customer service, healthcare, loyalty, word of mouth

Infographic Friday: Customer Service — It’s not just for Hotels and Stores Anymore

No one ever chose a medical practice simply because staff members returned calls quickly or greeted them warmly when they walked in the door. But that’s no reason to get complacent about good customer service: Fail to provide it and you just make it that much easier for them to choose a competing one. The […]

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video, lipo, recovery, aesthetic marketing

Video Marketing: Relieve Patient Anxiety by Addressing Concerns about Recovery

When it comes to creating and sharing videos, it’s no surprise that many doctors focus on educating patients about what to expect before and during their procedure. That’s a good thing, of course, but it overlooks another important step in patients’ aesthetic journeys: What can/should they do to ensure the best possible recovery? The fact […]

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voice search, siri, cortana, google voice, seo, content

3 Ways to Ensure Voice Searchers “Hear” What You Have to Say

  With Wednesday’s rollout of the latest iPhones, it’s not surprising that Apple aficionados are buzzing about the devices’ new features (e.g., improved cameras) and lack thereof (no headphone jack). But for those hoping to connect with potential patients, the more pertinent development is not nearly so obvious: The devices will feature a new and […]

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marketing 3.0, aesthetic marketing, social media

Aesthetic Marketing 3.0: Giving Patients What They Really Want

What do patients want? Based on the most popular procedures, you could say flatter tummies and larger breasts. That’s true, statistically speaking at least, but it’s not the whole truth. These days, patients also want to find doctors who do more than just enhance body parts; they want doctors who understand their needs and desires […]

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hipaa, patient privacy, email, secure email, patient portal

HIPAA @ 20, Part III: Ensuring Email Is Compliant Can Be Tricky

Need further proof that, even two decades after its passage, HIPAA continues to raise questions about compliance? Having already considered the do’s and don’ts of HIPAA-compliant social media and HIPAA-compliant mobile strategies, consider this scenario shared by Jim Hook, Director of Consulting for The Fox Group LLC: The question at hand regarded a doctor who, […]

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facebook, reach, organic reach, social, tips

Facebook Posts Falling Flat? It’s not You, It’s Facebook

If you’ve ever wondered how many people see the updates you post to your Facebook practice page, the answer is probably “less than ever.” “Organic reach,” the term for the visibility of posts that don’t require a payment for better placement, has not only been dropping for years, but just recently, took another hit. Late […]

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video marketing, infographic, consumer decision journey

Infographic Friday: From Curiosity to Consultation, Videos Prove their Value

At first glance, the title of this infographic from Invodo — Video Marketing & the Customer Journey: Bring Your Products To Life — doesn’t exactly shout healthcare. But if you change just two words, it clearly applies: Video Marketing & the Patient Journey: Bring Your Services To Life It’s a journey that marketers liken to […]

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procedure prices, price transparency, ROI, leads

From Contact to Consult: Can Price Transparency Net You More Patients?

To post prices or not to post prices, that is the question. For doctors providing medically necessary services, the question has taken on new urgency thanks to the Affordable Care Act, high-deductible health plans, and other developments that influence patient choice and provider reimbursement. For aesthetic professionals, on the other hand, it’s been a topic […]

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burnout, social media, time saver

Social Media: Secret Weapon in the Battle against Physician Burnout

Physician burnout: You could say it’s a hot topic these days. From new research on its causes to seminars on how to avoid it, it seems you can’t read your mail or get online without coming across stories about the subject. The current issue of Modern Aesthetics, in fact, devotes, not just its cover (above) to […]

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patient centric marketing, healthcare marketing, social

Patients, Practices and the Hidden Benefits of Healthcare Marketing

Maybe it’s the proliferation of those direct-to-consumer (DTC) ads for drugs that people can’t actually purchase — they all end with “Ask your doctor about…” — or the inflated claims of dietary supplements that promise more energy, better skin or flatter abs. Healthcare marketing is getting a bad rap. That’s a shame — and potentially […]

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content, engagement, marketing

Moments Matter: Aligning Content with Patients’ Motivations, Emotions and Desired Outcomes

It only takes a moment. A potential patient goes online to research Botox or a breast aug and comes across a blog post, web page or social conversation about the topic. In short order, she makes a decision: Either the content “clicks” with her or she clicks away. As a recent study from AOL Insights […]

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reducing friction, healthcare marketing, practice website, self-scheduling

Eliminating Friction: 4 Ways to Facilitate More Patient Contacts

Picture for a moment a potential patient who has decided to book a consultation with your practice. If she’s like most people, chances are that she’s going to have to work that appointment into a day that’s more juggling act than mere schedule. For example: If she has a job, she had to arrange time […]

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video, video marketing, cosmetic surgery

Video Marketing: For Patients, the Procedure Is Just One Part of a Much Larger Process

When you’ve spent years learning your craft, it’s easy to assume that what transpires in the procedure chair or operating room is all that matters. But for patients, actually undergoing surgery is just one step in a process that starts with initial research, continues through one or more consultations and incorporates post-surgical recovery and their […]

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patient engagement

Infographic Friday: Promote Patient Engagement (and Boost Your Bottom Line)

What do patients want? Excellent care and great outcomes, of course, but increasingly, they also want to be actively involved in their healthcare decisions. They know they have choices, which means the days of doctors’ dictating courses of action and patients blindly accepting them are over. It’s what marketers mean when they talk about empowerment. […]

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authenticity, branding, reputation management

The Authentic Practice: 3 Steps to Better Engagement with Aesthetic Consumers

Authenticity (au·then·tic·i·ty):  According to Webster’s, it’s “the quality of being authentic.” Well, that doesn’t say much, now does it? Nor is it likely to provide any insights on how to demonstrate that you possess it. And while aesthetic consumers are obviously interested in your medical training and surgical skills, the fact remains that they also want […]

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google, image search, duplicate photo

Photo Poaching: Are Your Images Being Used to Promote Someone Else’s Practice?

It probably happens more often than you think. A potential patient considering a procedure goes online, comes across your before and after photos and decides that she likes what she sees. She picks up the phone, schedules a consultation and then never shows up. Why? Because she didn’t call you; she called another practice entirely. The […]

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content marketing

5 Rules of Engagement for Aesthetic Practices

Chances are that when you hear the name Adobe you probably think of them as the purveyor of digital products, such as Flash, Photoshop and PDFs. But the company is also a prolific producer of well-researched reports and whitepapers under its Adobe Marketing Cloud brand. Generally designed to help companies better understand online marketing, their […]

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