ONLINE CONTENT STRATEGIES FOR CLINICIANS

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Melvin Baker
8 years ago
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1 YOUR PRACTICE ONLINE CONTENT STRATEGIES FOR CLINICIANS aaronwrixon.com Your practice online Many psychologists and psychological associates s=ll aren t doing much marke=ng online, either because of misinforma=on about conduct standards, or because =me demands mean marke=ng gets neglected. If you re not marke=ng online, sooner or later you re going to find yourself at a significant compe==ve disadvantage. Why you need to be marketing online Google is replacing the Yellow Pages. Facebook is replacing asking your neighbour. TwiLer is replacing picking up the phone. The internet is replacing remembering. 1

2 Why you need to be marketing online 80% of all Internet users go immediately to a search engine when online. That includes users when they re considering psychological services and doctors, insurers and others when they re searching for someone to refer to. Almost 4 in 10 click one of the first three links on a search engine results page to the exclusion of all the other links on the page. What does this mean? If you re in a compe==ve marketplace for example, in a large city you need the best website you can build. You need to create value for your visitors. And you need to show off that value to help strangers become clients and referrers. How do you do all of that? Content. 2

3 Core Content Psychology- specigic core content Core content is the stuff your website is made of Home, About Us, etc. It needs to be both readable by visitors and discoverable by search engines. Core content you need Clients Referrers Both Informa=on on what to expect from treatment Frequently asked ques=ons Intake forms Bio/pictures Crisis contacts Bill of rights or similar Method of referring clients CV Descrip=on of services Fees About Us content direc=ons, hours, etc. Contact page/form Privacy/confiden=ality policy Resources and links 3

4 Keep it simple Jargon won t work. Be clear. If you can t do that, hire someone who can. Focus on benegits Website visitors need to know what you do but also what that means to them. What your client wants Your core content should normalize the process of working with you and relieve fears and anxie=es about treatment. Remember focus on the benefits of treatment, not the process itself. 4

5 What your referrer wants A busy referrer has a problem and wants to solve it as fast as possible. Referring to you is a transac=on. Treat it like one and don t let your website get in the way. Attractor Content Attractor content Beyond core content, you need a source of interes=ng content that can be used to appeal to visitors curiosity and draw them to your website. Your core content is for clients or referrers who know they need psychological services. ALractor content helps anyone know that you offer those services and helps prepare them for the moment they realize they need to see someone. 5

6 Attracting is not selling You re not puang on a sandwich board and hocking your prac=ce. You re only helping people find you and then telling them If you ever need our services, we re here. Attracting works Online behaviour has changed. Studies show people are now as much as 70% sure they want to work with you before you ever hear from them. They get to this point by researching online. Human behaviour being what it is, a person s care or referral decision will be heavily biased toward whoever was most helpful during that research process. Attractor content you could use All visitors Informa=onal blog posts Downloadable ar=cles Educa=onal mail series Slide decks Explanatory videos Audio interviews 6

7 The best attractor content The best content is highly targeted to your audience. For example, if you re trying to alract referrals, you could focus on content that establishes you as an expert in your space. Senior depression: an undiagnosed epidemic Catastrophic injuries and the underinsured If you re trying to alract clients, consider pop psychology content like you might find in a consumer- focused magazine. Could you have OCD? 4 concussion warning signs to watch out for What attractor content is not Again, alrac=ng with content is not selling. It s not adver=sing. It s not slick, or unethical, or something to be looked down on. What attractor content is It is marke=ng, although marke=ng has changed it s now teaching. ALractor content is about being there when a poten=al client or referrer is researching to find an answer to their problem whether that s My mother seems to be confused or My pa=ent has a head injury. 7

8 Summing Up Useful content means more clients By providing useful core content and alractor content, you ll help your visitors and help yourself. Your visitors will find your site more valuable, which means they ll think beler of your prac=ce. And that will mean more clients. Need help? There s a lot to digest here. But you can always find help. If you have any ques=ons, comments or concerns, contact me at info@aaronwrixon.com, or visit my website at Or come and see me aher we re done here. I look forward to answering any ques=ons you may have. Aaron Wrixon 8

9 Quick tips for implementation 1. If you don t already have a website, you re in the best posi=on. You can build an excellent one with great content. 2. If you do have a site but it needs some work, talk to a content marke=ng specialist about implemen=ng some of the sugges=ons you ve heard about today. 3. If you ve already got most of the content we discussed here, consider hiring a writer or editor to take your site from good to great. 4. Too busy? Consider delega=ng the project to someone in your office, or hire an outside provider to take care of it all. Your website content is too important to ignore. Questions? 9

Introduction Email Marketing: Online Marketing:

Introduction Email Marketing: Online Marketing: Table of Contents Introduction... 3 Marketing Plan... 4 Advertising... 9 Social Media Marketing... 11 Online Marketing... 14 Coupons and Contests... 19 Email Marketing... 21 Quick Tips... 22 Introduction