Tag Archives | ROI
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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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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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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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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infographic, social media measurement, roi

Infographic Friday: Best Practices for Social Media Measurement

Back in the day when Madison Avenue was the center of the marketing universe, legendary ad-man David Ogilvy is reported to have said, “50% of all advertising is useless. We just don’t know which 50%.” Today, there are those businesses that see social media the same way. Tweeting, posting to Facebook and participating in online […]

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social healthcare, competition, digital doctor

Social Healthcare: How Do You Stack Up?

There’s no denying the fact that social media and healthcare can make strange bedfellows. After all, the former is all about sharing — some would say oversharing — while the latter is predicated on treating privacy as a sacred trust. Factor in the potential legal exposure that can result from mixing them indiscriminately and it’s […]

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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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seo, search engine optimization, web vendor

Is Your Web Team Generating New Business (or just Racking up Big Fees)?

Does this scenario ring a bell? After a full day of consults, surgeries and practice management, you sit down, open a report from your web vendor and find yourself scrolling through pages of data on your website activity. You know it’s key information for determining whether your web marketing works but you find yourself struggling […]

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skincare, online reviews

Product Reviews Give Skincare Sales a Healthy Glow

Online reviews — they’re not just for facelifts and tummy tucks anymore. In fact, if you sell skincare or other medibeauty products, a new report suggests that incorporating reviews for them on your practice website can boost sales significantly. The study, conducted by Bazaarvoice.com, looked at the impact online reviews and star ratings had on a […]

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facebook, news feed, promotional post, medical marketing

Missing in Action: Facebook Gets Even More Unfriendly about Branded Posts

If you write a Facebook post and nobody sees it, does it make an impression? If that sounds like an updated version of the old falling-tree-in-the-forest riddle, rest assured it’s no joke. Earlier this month, the social giant announced that it was changing its algorithm yet again in an effort to decrease the number of […]

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social media, roi, sharing, marketing

The Real ROI of Social Media Marketing

It’s often said that social media is a conversation but when it comes to marketing, let’s face it, the conversation can seem pretty one-sided. Brands put out endless streams of content, hoping for likes, comments and other signs of audience engagement only to be met with a whole lot of silence. Little wonder, then, that some […]

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social media, market research

5 (Surprising) Reasons Doctors Need to Embrace Social Media

If you’re among the ranks of doctors who are still unsure of the value of social media, it appears you’re not alone. According to a June survey of doctors by MedData Group, 44% of respondents said they don’t use social media for professional purposes. Not LinkedIn, not Facebook, not even online physician or patient communities. […]

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spam, email

Emailing Marketing, Part II: 4 Tips to Win the Battle of the Inbox

So, the evidence continues to pile up that email marketing is not dying, but rather, a strong and healthy channel for any business — especially healthcare providers — hoping to turn curious consumers into actual customers and clients. How strong? According to the most recent Email Marketing Census from Econsultancy: On average, companies in the […]

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email marketing, silverpop, open rate, ctr, ctor

Email Marketing: Healthcare Scores Well… Do You?

When it comes to connecting with aesthetic consumers, email may just be the Mark Twain of digital marketing: In fact, not only are reports of email’s death greatly exaggerated but, according to a new study, it’s especially vibrant when the messages in question come from one industry above all others: Healthcare. Analyzing campaigns from nearly […]

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facebook, virus, social

From Viral to Virus? Study Suggests Facebook Could Lose 80% of its Users by 2017

With something like 1.2 billion users, Facebook is many things to many people: a social networking tool to stay in touch with friends and family, a personal-recommendation engine for searches and, if Mark Zuckerberg has his way, people’s one-stop shop for everything. Recently, though, a team of researchers at Princeton University suggested it was something […]

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empathy, ROI, patients

Want a Better Return on Investment? Think Return on Empathy

According to conventional wisdom, the key to marketing success is to maximize ROI or Return on Investment but Martin Ingwer, founder of the Insight Consulting Group, would beg to differ. Instead, he suggests, the key is to focus less on the data-driven correlation between marketing costs and subsequent sales and more on the emotional relationship […]

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engaged consumers, ROI, social, consumer decision journey, brand advocate

Getting Connected: Can Social Engagement Really Generate ROI?

To buy or not to buy, that is the question. And when it comes to online consumers, it seems the answer is social engagement. According to a recent study by Forrester Research and Wildfire (Google’s social media marketing unit), social media engagement between brands and consumers correlates strongly not just with consumer preference for those […]

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Facebook, Forrester, digital marketing

Despite a Massive Audience, Facebook Marketing Isn’t Making Many Friends

With more than a billion users, you might think Facebook would be the perfect place to focus your marketing efforts. According to Nate Elliott, vice president and principal analyst at Forrester, that “perfect” place could use a whole lot of improvement. In a recent blog post titled “An open letter to Mark Zuckerberg,” Elliott slammed […]

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loyalty, patients, ROI

Infographic Friday: A Loyal Patient Is a Doctor’s Best Friend

When it comes to creating customer loyalty, some businesses have it easy: a punch card for a free meal at the local fast-food joint, miles or points for airlines’ frequent fliers or free shipping for regular users of Amazon.com and countless other e-commerce sites. Doctors, not so much. Needless to say, offering punch cards for […]

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retention marketing, ROI, existing customers, repeat business

Keep in Touch: New Patients are Nice but Current Ones are the Key to a Better ROI

If you’re like many aesthetic professionals, you probably spend a hefty chunk of your marketing budget trying to acquire new patients. In fact, you may be spending too much. Don’t get us wrong — you definitely should be investing time, energy and money into turning high-intent consumers into new patients. However, focusing exclusively on doing […]

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