Tag Archives: trust

Unlocking the Secret to Great SEO

For this week’s American Society of Plastic Surgical Nurses (ASPSN) meeting in Boston, two members of the RealPatientRatings team were asked to create poster presentations. 

Eva Sheie, our Director of Online Strategy, drew up on current research and many years of experience to develop this poster, titled Unlocking the Secret to Great SEO.

Today’s effective SEO strategy is centered around trust in two ways: trust built with Google, and trust built with patients considering your services. Find out which kinds of internet marketing can get you into trouble, and discover which tactics result in greater trust with both Google and patients to generate more conversions, more consults, and more cases.

Click this image to enlarge & download a printable PDF.

SEO is Building Trust

Below are the slides from a recent presentation given to plastic surgeons and practice managers titled “SEO is Building Trust.”

Effective SEO strategy for any size market is centered around trust, in two ways:
  1. Trust built with Google
  2. Trust built with patients considering your services

There are so many different ideas about what SEO is out there and so many different ways of doing things. It’s important to understand that we from the perspective that every internet marketing activity you take on has to have be looked at through the same lens, which is that the primary goal is to increase conversions.

A good strategy does not rely on any single tactic; rather it relies on a variety of high quality sources of traffic so that if one tactic becomes irrelevant, the house isn’t a house of cards and it doesn’t fall down.

And most importantly, your main measure of success should not be by total number of visitors or how many keywords you have #1 rankings,only by conversions.  If you’re #1 for all kinds of things, but those aren’t things that patients actually care about, or worse, they land on your site and don’t get what they are looking for, then you’re investing time and money toward tactics that don’t have a good return.

The thing that’s hard to see about SEO is that a lot of SEO is “janitorial” in the sense that you clean stuff up, follow a technical protocol or a process – and just about anyone can do that part of it. It’s the part that has to do with building trust and getting conversions that can’t be done by just anyone. As surgeons, you certainly can relate to the concept that even if all of you do a surgery with the same basic technique, it may not turn out exactly the same way because the talent and skill of the person doing it really matters.

In person, trusting the doctor is pretty easy to do, but we’re not talking about in person here. We’re talking quite literally about getting a bunch of code and some words to convince Google to trust you, and we’re also talking about what appears on a computer screen or a mobile phone to build trust between you and a potential patient who is a complete stranger who hasn’t even had the opportunity to meet you in person yet.

It’s hard to read reports, it’s hard to dive into Google analytics and figure out what ‘s going on. You know what’s not hard to do anymore? You can have tracking data delivered right in the body of your website contacts that tells you exactly where the person came from, what they searched for, how many pages on your site they viewed, whether they read reviews or not… this is easy to get and over time you will see patterns and understand what’s working.

But most importantly, forget what you think you know and remember that you are what you publish and you get back what you put on the web.

The 4 Biggest Marketing Mistakes Committed in Cosmetic Practices

Thank you to our wonderful colleague Joyce Sunila of Practice Helpers for this guest post.

1. Copying retail marketing.

Discounts, loss leaders and other retail store gambits have limited relevance to the marketing of professional services. Over-reliance on them ends up conflating the hard-won skills of surgery with a commodity.

Go in the opposite direction. Convey the distinctive, impossible-to-imitate expertise that makes you more than a doctor – makes you an artist who happens to work in medicine. If you must “drive business” with discounts, make them a minor chord in the marketing symphony.

2. Ignoring how luxury brands win.trust 2

Who does Lexus look to when rolling out their latest models? Lexus owners. Owners have already experienced Lexus’s peerless service. Lexus parlays that investment to move new product.

Look to your database of loyal patients first when planning marketing initiatives. Current patients have already jumped the biggest hurdle to booking plastic surgery – they’ve decided to trust you. Parlay that trust.

3. Overpaying and under-strategizing.

There’s a well-known formula in marketing: It costs 10 times more to attract a new client than it does to bring in a current one. Doctors who rank new business above repeat business put themselves on a treadmill. They spend the big dollars on pricey services like SEO, portals and other lead-generators. What’s left over — the crumbs — go to the truly cost-effective tools like email, greeting cards, flowers, local events, etc.

This upside-down spending pattern is the opposite of strategic thinking. It drains the practice and leads to desperation.

4. Not thinking long-term.

Instead of a vision of the future, most practices work year-to-year. Their marketing swerves back and forth, each year’s initiatives correcting the previous year’s failures. This is waffling, not strategizing.

Today’s cosmetic patient is worth over $100,000 in lifetime service. Exploiting that value should be the primary goal of the marketing plan. At maturity (10+ years old) a cosmetic practice should plan on earning 50% of receivables from repeat business.

Set a goal of securing your patients’ lifetime value. Work toward that goal constantly. Use your database every way you can to put a lock on patients. They are your equity. A guaranteed flow of repeat customers is the best way to ensure growth over the long haul.

Get clear on the target to win long-term.

Joyce Sunila is the President of Practice Helpers, providing e-newsletters to the aesthetic medicine industry. She can be reached at joyce@practicehelpers.com, 866-278-3019, or visit the Practice Helpers website, www.practicehelpers.com.

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