PT Online Marketing by the Numbers

Transcription

1 PT Online Marketing by the Numbers David Straight, PT, DPT, OCS Owner

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12 About Me Owned PT private practices Marketing practices for 15 years Created online tools at my practice Offered it to other practices in need Passion is promoting PT private practice

13 About E-rehab.com What my company, E-rehab.com has provided for over 10 years: Custom/interactive websites patient & doctor newsletters Search marketing services Social media services Mobile marketing services Reputation management services Video marketing services

14 The Objectives 1. Give you a blueprint for what you should be doing with respect to PT online marketing. 2.Give you some practical tips - yellow 3. Review and answer questions

15 First - Questions 1.What percentage of your patients are direct access patients? 2.What percentage are direct access patients for their very first encounter with you?

16 How We Are Perceived 1. We are a referral-based business 2. We are not a primary means of entry into the healthcare system (we should be). 3. We have to market to the patient s perception short-term 4. Create slow change it long-term

17 What Your Market Wants 1. Benz et. Al. 2. This study identified and prioritized five attributes that patients value from a service perspective 3. A total of 820 surveys were conducted in North Carolina, Texas, Indiana, and Kentucky. 4. Five attributes, in order of priority, are: The therapists is very knowledgeable, The instructions from the therapist are very clear, Appointments are on time (with a minimum wait time to see therapist), All the staff is very friendly & caring, A doctor recommended this clinic.

18 What Your Market Wants Conclusion: Identifying these attributes allows physical therapy organizations to set a new value proposition in motion that: 1. guides strategic customer service decisions, 2. branding and brand positioning, 3. and other marketing activities.

19 This Shapes Our Online Promotion Message (you decide) Market Media

20 Online Promotional Tools 1. Website 2.Mobile website 3. newsletter 4.Search engine marketing 5.Social media 6.Reputation marketing

21 You Need a Good Website 1. 72% of adults look online for health info (pewinternet.org) 2. Our average number of visits to our websites is 391/mo with 87% being unique (340/mo) 3. Consumers ROBO Remember This 4. Make a great first impression

22 Bad Impression?

23 Good Impression

24 Components of a Good Site 1. Dynamic home page a. hours & address above the fold b. Phone number above the fold 2. Personal photos 1 st, stock 2 nd 3. Good copy a. Home-why PT, why you, why now, CTA 4. Specialty services 5. FAQ & Library of info 6. Fill-in Forms

25 Social Proof 1. Testimonials- me for photo release 2. Rich media video & audio 3. Consumers trust their peers when making buying decisions 4. Script: a. Who are you, what is your condition, what were your limitations, where are you now, recommendation 5. About Us -

26 II. Mobile Optimized Website Mobile marketing can be defined as using interactive wireless media to provide customers with time and location sensitive, personalized information that promotes goods, services and ideas, thereby generating value for all stakeholders. Source:wikipedia.org

27 Communicate on Their Turf If your is not taking advantage of Mobile Marketing, it s time. Mobile access to your website will surpass desktop access by the end of The time is right to invest in this type of technology.

28 Mobile Websites

29 Data from 50 Websites 30 Percent of visitors to a PT website are using mobile devices. Of that 80% are iphones. Source: E-rehab.com

30 Desktop Sites Aren t Pretty Implications for search engine position as well; i.e. mobile optimized websites get better rankings.

31 Are You Making a Great First Impression? In a service business people judge what they can t see by what they can see. Flash NOT Supported in ios Patients will could choose your practice because of your mobile website!

32 Can a Mobile Optimized Site Help? Don t forget the basics. Prospects are looking for: Phone number Looking for a location Request appointments Insurance coverage Services Hours

33 Apps vs. Mobile Optimized Website APPS itunes/google Play Process to obtain an app: Search Find Buy? Enter PW Install Open Process to use a mobile optimized website: Web Type URL Done

34 Passive Marketing APPS Mobile optimized website marketing opportunity: You have it set up then you do nothing. Requires little time and little investment! Visitors from smart phones are automatically redirected to MOW

35 Active Mobile Marketing Because patients have their smart phone on them most of the time, it s a great opportunity to connect with them in multiple ways. Requires some time and a simple process but it s so easy!!!

36 Stick with Your Patients Branding - App-like icon on your desktop Just a click away Their family physical therapist Carrying your brand in their pocket all day! Tell your patients to call you first if they have a problem

37 Appointment Requests Set up simple form to . I recommend using a secure one way form to system. Appointment requested Notification by Information displayed on a secure web page.

38 Marketing to Patients Facebook Interaction Fuses the two hottest markets together. Enables maximal exposure & marketing with the best targeted reach. Two big challenges to overcome Acquisition of Likes Mobile makes it easy Engagement is easier Spend 441 minutes per month on Facebook with their mobile device Source: comscore

39 Ratings & Reviews Getting patients to your review pages is a challenge. Not anymore with mobile Create a ratings & review page Include links to: Google+ Local Page Yelp YP.com, etc. Yahoo

40 QR Code Limitations Your Market Smart phone QR Scanner

41 III. Still the Best ROI Great way to stay in touch Automated process $41 for every dollar spent according to the DMA Welcome patients to the practice, thank them, educate them. icontact.com, ConstantContact.com Not mailchimp.com or Aweber.com

42 Newsletter Patient Lifecycle Provide Resources Welcome Stay in Contact Broadcast Specialty Messages Thank them

43 Follow Up Consider Your Audience Do they want to read about things they don t have? Would they rather know about prevention? Create a message that will get read and anticipation of the next message as well as a reminder you are there for them. Deliver it with video

44 IV. Search Engine Marketing Google: 80+% of PT desktop searches and 99% of all mobile searches

45 Big Waste of Money Here Market for conditions People don t search for conditions and end up in your office enough to get good ROI. PTs are dazzled by the big box SEO companies We forget about ROI

46 We Focus on Geographic Search Practices want to be listed for Physical therapy their city 20x more common than physical therapist your city Works in big markets maybe Also very expensive in big markets Pays off if out of network About Lifetime Market Value

47 Pay Per Click Ads

48 Pay Per Click Ads Test it in your market - Not good in Houston, suburbs of Detroit & Manhattan $10+/click - Got to have deep pockets for ROI Don t use the intent function with PPC I see ads for physical therapy Boca Raton showing up in San Diego Why? Track phone calls with

49 Natural Listings Often down at the bottom of page one making them less appealing.

50 Local Business Listings

51 Local Business Listings Great because they show up on: Google desktop Google mobile (99% of mobile search) Google+ Local Google does NOT call you to sell listings $300+/mo is not a good spend

52 We Forget About the Most IMPORTANT Search of All! Given what I told you earlier, does anyone care to guess what the most important type of search is?

53 V. Reputation or a Name Search 90+% of all online searches for physical therapy practices are name searches. For example Gaspar Physical Therapy Makes sense you are a WOM business Go do a reputation search for your practice.

54 Don t Allow for Any Doubt Survey: 90% of consumers say buying decisions are influenced by online reviews % of consumers consult doctor reviews You are only one customer away from a bad reputation. Inoculate yourself against bad reviews by asking for positive reviews.

55 Example

56 Gamer Changer #1 80 Million Google+ Pages Have Been Merged With Companys Website & Reveals Their Reputation Search For Any Company Name Plus The City Reveals Their Reputation

57 Game Changer #2 Reviews Are A Major Ingredient Of Online Marketing Good & Bad Reviews Show Up In: Maps & Google+ Pay Per Click Website Rankings Organic Rankings Local Directories Facebook

58 Game Changer #3 SEO Social Media Pay Per Click Local Marketing IT S NOT VERY EFFECTIVE IF If You Have Bad Reviews Online Step 1: Market Build A The 5 Star Business Reputation With Website, SEO, Social Etc. Step 2: Help Market The Their Build Business Their 5 Star to Get Reputation More Customers

59 Game Changer #4 Reviews Send You Prequalified Presold Customers Because Buyers Trust Reviews As Much As Personal Recommendations 72% Of Buyers Trust Reviews As Much As Personal Recommendations****

60 Huge Marketing Shift

61 How Many Reviews Do You Need? Consumers Look Up An Average Of 10 Reviews Before Making A Decision 70% Of Consumers Trust A Business With A Minimum Of 6 10 Reviews Without Ten 5 Star Reviews Your Business Isn t Trusted

62 What Is Reputation Marketing? Definition Of Reputation Marketing: Building A 5-Star Reputation Online And Leveraging That Reputation To Get More Customers

63 HOW DO YOU CREATE A PRACTICE REPUTATION MARKETING STRATEGY

64 REPUTATION MARKETING STRATEGY 4 Types Of Reputations Bad Reputation No Reputation Good Reputation 5 Star Reputation

65 REPUTATION MARKETING STRATEGY First, Check Your Reputation Online?

66 Reputation Marketing Strategy Get Reviews Sales Strategies Build The Reputation Market Reputation Educate & Inspire Create Culture Manage Reputation Monitor & Engage

67 Engaging with Reviewers Billing is the most common complaint. React, respond, recover, 1+. Get those Google reviews stars are back. Use Google Alerts to monitor for reviews. Search the big 5 once per week. Google, Yelp, Yahoo, YP.com, Bing Inoculate yourself with positive reviews. Respond to positive reviews with a quick thank you

68 Ask for Positive Reviews Offer an ethical bribe reward for their time, NOT in exchange for the review Don t ever fake a review illegal Train staff to provide handouts for use at home. Use your mobile site and show them how to do it in your practice Google directs viewer to Google+ Yelp can view you on the spot Yahoo can do it Yellowpages.com IMHO -This is a long-term competitive advantage

69 VI. Social Media Marketing Facebook is the one for current patients Most say FB rarely results in repeat patients You should have a Facebook page though Only 16% of your wall posts are ever presented to your fans. Post with caution so you are NOT hidden What it does do: Gives you credibility Link to your page can get listed on Page 1 Displaces your competition

70 Social Media Marketing Google and other search engines expect a reputable business to have social properties Attractive for incoming employees Great place to share culture For larger practices it can help Go to Facebook.com search for Physical Therapy Central

71 Social Media Marketing Use the Review function on your FB page so your patient s recommendation is seen by some of their friends. Have employees Like, comment, share your posts. Boost or promote posts to Friends of Friends Only 16% of organic gets posted to fan news feeds. Have signage/url/qr code posted in your office to encourage Likes, Comments, Shares Post access to FB page where patients wait While on modalities

72 Other Social Networks Twitter not a source of new patients, great for professional interaction #rehabnation #BizPT, #SolvePT and #DPTStudents LinkedIn great for professional networking Has anyone hired from Linked In? Blogs whole presentation on the E-rehab.com/blog website about blogs Do websites that are listed in the Google Local Business Listings have a blog? Only 10% of the sites listed had blogs Blogging may those penetrate search listings

73 Managing Your Social Networks Hootsuite hootsuite.com $9/mo Lots of functionality Nice phone app Moderate learning curve Lots of training Free option Buffer -- bufferapp.com $10/mo Easy to add social networks Good support Nice automation functions Free option

74 Questions & Contact Info? David Straight x 1101 dave@e-rehab.com Blog: Facebook.com/erehab questions I will get back to you. DO NOT LEAVE WITHOUT A COMPLETE UNDERSTANDING OF WHAT I HAVE SHARED. THEN YOU CAN MAKE GOOD MARKETING DECISIONS. I WILL BE HERE TO ANSWER YOUR QUESTIONS.

75 Free FB & Yelp Pages Review Kit In the back of the Evolve packet, you will see a web address. Go to that address and fill out the form and I will send you a free FB fan/yelp review starter kit. QR code with links to your FB page and 1 Yelp review page