Tag Archives | search
healthcare consumer, consumerization, online shopping

5 Trends Redefining Medical Marketing

There’s a lot of talk lately about potential patients being healthcare consumers. No longer passive observers, people are increasingly adept at researching procedures and providers and making decisions about what’s right for them. Not surprisingly, some medical providers have resisted the patient-as-shopper idea. Of course, shopping for healthcare is different than searching online for apparel, but the fact remains […]

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content, market research, popular, healthcare marketing

Playing to Win, Part II: What’s Popular, What’s Not, and How to Shape Your Content Accordingly

As previously discussed, researching how other aesthetic providers approach the market can be a crucial step in developing a marketing strategy that will help you beat them. On the other hand, even the most comprehensive competitive analysis is of limited value if the insights it reveals aren’t relevant to the market you and they are […]

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crystal ball, trends, aesthetic marketing, 2017

5 Ways to Future-proof Your Practice: Trends, Tactics and Technology for 2017 and Beyond

It’s often said that those who forget the past are condemned to repeat it, but the converse is also true: Those who fail to anticipate the future are destined to miss it. And, make no mistake, 2017 promises to be a year of extraordinary change in healthcare. At this point, most eyes are on the […]

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search, seo, google, practice website

Rank Well in Search, Part II: 7 SEO Trends and What They Mean for Aesthetic Practices

As noted in last week’s post, understanding what factors influence search rank is key to ensuring that potential patients find your practice website: Fail to incorporate the signals that get Google’s attention and there’s a good chance the search giant will return results highlighting your competitors instead. The challenge, of course, is that ranking factors aren’t […]

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search, seo, google, ranking factors

Want to Rank Well in Search? Send the Right Signals

Funny thing about Google: The search giant can find just about any website on the internet but if it “thinks” that you won’t like what it finds, it won’t show you. Page 1 or 100, search rank is all about sending the signals that get Google’s approval. Ever wonder what those signals are? The folks […]

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healthcare, marketing, social, search

Infographic Friday: So Much Content, So Little Time, and How to Alter the Formula in your Favor

Call it the content conundrum: Thanks to the internet, potential patients have access to a massive amount of information when researching procedures and providers — which means that practices that hope to attract them have no choice but to add even more content to the mix. And let’s face it, the more content from more […]

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patient journey, mapping, aesthetic marketing

Journey Mapping Helps Lead Patients to your Practice Door

Maps. They’re not just for helping patients get to your practice anymore. These days, successful practices use a different sort of map to figure out where potential patients are on their aesthetic journeys. They know that different patients take different paths to research and choose providers, and they use patient journey mapping to offer the […]

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patient experience, online reviews, search, seo, healthcare marketing

What Aesthetic Practices Can Learn from Urgent Care Clinics

Cosmetic surgery and urgent care: When it comes to patients’ decision journeys, you’d be hard-pressed to find two sectors that are more dissimilar. Re: the former, it’s not uncommon for patients to spend weeks, months, or years researching their options; for the latter, that “research” often boils down to jumping in the car and heading for […]

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online reviews, trust, reputation management, local business

Online Reviews: 7 Stunning Statistics — and What They Mean for Aesthetic Practices

The review genie is not going back in the bottle. In fact, with more people putting more trust in online reviews, and more reviews showing up in more places, that bottle’s been shattered for good. As a just-released survey from BrightLocal notes, just 5% of consumers said they don’t pay attention to reviews when researching local […]

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small practice, competitive edge, aesthetic marketing, local

Small Practice Survival Secret: Think Locally, Act Digitally

It’s often said that size matters — just not always in the way people think it does. Take aesthetic marketing, where big chains with multiple locations often seem to have a competitive edge because they can employ big-buck ad campaigns, celebrity spokesmodels, etc., to promote their services and stack the name-recognition deck in their favor. […]

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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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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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mobile, aesthetic marketing, statistics, smartphones, mobile search

Aesthetics on the Go: 10 Mobile Stats and Why They Matter

In a world where data lies at the heart of every intelligent business decision, statistics provide the insight to ensure you’re moving in the right direction. And if there’s one statistic that points to the direction your marketing needs to go today, it is this: More Google searches are now conducted on mobile devices than […]

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Facebook, search, professional services

Will Changes at Twitter and Facebook Help or Hurt Your Practice?

If you send a tweet (or post a Facebook update) and no one sees it, does it make a sound? It’s not a Zen koan. It’s a recognition of the fact that the major social networks continue to roll out changes that will likely impact whether your fans and followers see your content or not. […]

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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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online reviews, search, seo, reputation

Infographic Friday: Harnessing the Hidden Power of Online Reviews

If you’ve been in practice for any length of time, you already know that the insights your patients share online are the modern-day equivalent of personal referrals. And because they’re easily shared with countless others, rather than one-on-one, their reach is potentially unlimited. To borrow the familiar line about social media, online reviews really are […]

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search, social, content, facebook, google

Social Is the New Search: If You Want to Get Found, Get Social

When it comes to searching for information on the web, there’s no denying the power of Google. According to the data-counting website Internet Live Stats, the search giant gets more than 50,000 search queries per second. Little wonder, then, that businesses spend millions of dollars on SEO and other tactics to rank well and generate […]

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consumer decision journey, aesthetic consumer, realself

The Aesthetic Consumer Decision Journey, Part I: The Procedure Is Paramount

By now, you’re probably familiar with the term “consumer decision journey,” the Internet-driven idea that today’s connected consumers take a long and often non-linear path from determining a need to choosing the business that’s going to help them resolve it. Gathering information from multiple sources along the way — search results, social conversations, reviews from […]

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google health, search, serps

Future-proof Your Practice: Understanding the New ABCs of Google Search Results

Looks like the gang at Google is at it again. Last week, the company officially rebranded itself as Alphabet; this week, they rolled out a new domain name with the appropriate but awkward URL of abcdefghijklmnopqrstuvwxyz.com. Name changes aside, though, the more relevant news relates to recent behind-the scenes changes the company has made to […]

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google, search rank, seo

Smart Marketing: 5 Ways to Rank Better in Search

Ever wonder how Google decides to rank one website higher than another? The SEO experts at Searchmetrics have (a lot!) and they’ve just released a new report that provides interesting insights into what factors separate high-ranking pages (i.e., those that occupy the top 30 spots) from everybody else. In a nutshell, the company analyzed 300,000 […]

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