PMD WHERE CONTENT-LED MARKETING CREATES VALUE We Mean Business 1
TAKE THE LEAD We can take you the whole way, so you don t have to hire a hodgepodge of unqualified firms that subcontract their work to get the job done right. We only take on about 20 projects a year, and for these we become fully engaged in every aspect of your business and dedicate a full set of resources. 2
CONTENTS: The Vision: Paramount/MD is where content-led marketing creates value for our health provider clients, and value for our providers patients. The Difference: At Paramount/MD, we provide all the healthcare marketing services you need under one roof. Inbound Marketing: Inbound marketing means promoting your health practice through high-quality original content. Content Development: At Paramount/MD, where content-led marketing creates value, content development is our special expertise. Search Engine Optimization: Your prospective patients are using the Internet to search for a health provider. Do you know what terms they re using? Reputation Management: Information about you and your health practice is available on the Internet, whether it was published by an approved source or otherwise. Research & Planning: Managing a successful medical practice requires significant research and planning. Reporting & Analytics: If you don t know how your marketing strategies are performing, and which ones are helping you achieve your goals, you will miss out on opportunities to advance your practice. Brand Development: What sets your healthcare practice apart? What values do you want to promote? What image do you want to present to your patients? Call Tracking: With call tracking, we gain direct insight into which marketing strategies are working to generate new patient inquiries. Google Display Network: Google s Display Network for Google advertising reaches more than 80% of the online audience. Outbound Marketing: Traditional outbound marketing approaches round out a comprehensive healthcare campaign. Website Development: Most medical websites fail to convert new patients, or even generate inquiries. Turn Key Solutions: Our agency is the all-inclusive, single source for healthcare providers who need to know their needs will be met without wasting countless hours and dollars. Cloud-Like System: Able to fuction like a cloud system, Paramount/MD is an expert of using technology to communicate services globally from our central command. 3
PMD The Vision If you re tired of reading about solutions without seeing results, then our vision and purpose probably align with what you re looking for. Paramount/MD is where content-led marketing creates value for our health provider clients, and value for our providers patients. Where other marketing firms use inorganic methods to try to raise providers profiles, with little attention to the long-term impact or to true effect on health consumers, we employ a different approach. At Paramount/MD we focus on creating high quality, original, unique brands for healthcare providers, all fueled by superior content that health consumers find useful, compelling, and that prompts them to take action. Whether that action is scheduling an appointment, going to a provider s website, or sharing what they re reading with friends, our content-led marketing strategy is as we ve repeatedly seen the only way to reach consumers in an effective, lasting, meaningful way. 4 Paramount/MD was also founded with a mission to provide health practitioners with clear, consistent, measurable results. Today, that mission continues to permeate every aspect of our business. We strive to maximize the success of each of our clients by working to build organized, streamlined, profitable private practices. Our work to achieve this vision centers around installing system-oriented solutions for healthcare providers strategies providers can trust, and that generate a high return on investment. Our long-range goal for every client is to see them reach their own personal and financial goals, while gracefully adapting to the current healthcare climate and managing the dual roles of care provider and businessperson.
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The Difference The comprehensive service of a large agency, with the close personal attention of a small agency At Paramount/MD, we provide all the healthcare marketing services you need under one roof. This saves you the time and hassle of dealing with multiple agencies to meet all your needs. Other marketing agencies often outsource tasks to save money on their not your bottom line, using contractors that often lack healthcare experience, are not invested in the longterm success of the work (and won t be around if/when it fails), have no concept of the big-picture approach, and who you ve never even talked to. This is never the case at Paramount/MD. We believe the quality of our work and therefore the success of your practice is greatly enhanced through a coordinated team effort, with everyone aware of and working toward the same goals. We therefore meet all your needs in house with our staff of experienced, dedicated professionals. We are accountable, responsible, and committed to your success. 6
PMD Marketing fueled by quality content, focused on value creation The idea is simple. To succeed as a healthcare provider, you must make a connection with your patients and prospective patients. But that simple notion is also an extremely powerful one when properly employed. At Paramount/MD, we use original, quality content to create lasting connections between providers and patients. Content-led marketing means we will create and publish useful articles (not keyword-stuffed, computer-spun nonsense), engaging videos, educational campaigns, creative social media posts, and other content for your practice so you can reach and connect with your clients. In today s healthcare climate, content-led marketing creates value. Paramount/MD has pioneered contentled marketing that will create value for you. Not cookie-cutter healthcare marketing At Paramount/MD, we don t use the same cookie-cutter marketing strategy for every healthcare client that comes in the door. Instead of putting providers into boxes and launching the same vanilla campaign for everyone resulting in bland, undifferentiated health practices we take the time to discover your unique qualities. What sets you apart? What values do you want to promote? What image do you want to present? After developing a complete picture of your unique practice, we then go to work to develop a consistent, cohesive, integrated brand and marketing strategy. So every aspect of your practice marketing from your logo to your website clearly communicates your values and sets you apart from all the others. 21st century knowledge and experience Healthcare marketing changes rapidly. Technological and strategic advances happen almost overnight, quickly leaving behind those practices that don t keep up. What worked yesterday will not work tomorrow to attract patients and grow profits. At Paramount/MD, we have the current, cutting-edge knowledge and experience to build practices that are competitive in the 21st century. We are experts in new technologies and how to use them for healthcare success. So you don t just keep up with the competition, you set the standard. Advanced results monitoring Our focus on evidence-based results monitoring means you ll be able to see the results we re getting for you in detailed written reports. That includes tracking and monitoring the impact of all your content. Once you experience the peace of mind and superior return on investment our approach gives, we re confident you ll never want to go back to wondering and waiting. 7
Inbound Marketing Inbound marketing means promoting your health practice through high-quality original content, including informative articles, blogs, videos, podcasts, social media marketing, and more. With inbound marketing, instead of sending your message out to patients via advertising or direct mail, you position your practice so that patients find you. This is what makes inbound marketing today s intelligent answer to effectively attract and engage healthcare consumers, all while keeping costs at a minimum. At Paramount/MD, we use a content-led, inbound marketing approach throughout each client s overall healthcare marketing strategy. With our team of designers, healthcare writers, and video production and SEO experts, we create unique, personalized content that speaks to your target audience, and conveys your message. We provide complete services from creating compelling content, to publishing and promoting it with your key audience. Communicate your unique brand, qualifications, and vision; give your patients useful, helpful information; position yourself as a knowledge leader; connect with your audience in a way that fosters relationships; and compel prospective patients to take action. This is content-led marketing that creates value for your patients, and value for your practice. 8
We pride ourselves in investing a large part of our resources in constantly analyzing and accelerating our development process to deliver a better solution, faster. We focus on value-added components and have a truly objectoriented mindset in every step of the process. Our practices optimize innovation and reduce repetition, which means faster delivery and a more competitive product. Content Development At Paramount/MD, where content-led marketing creates value, content development is our special expertise. In today s ever-changing healthcare climate, quality content development is the best way to attract and engage your target audience, and is extremely cost-effective. We provide complete content development services across all mediums. Our talented healthcare experts have the unique industry knowledge to create compelling content with the right tone to engage healthcare consumers. Educational articles give your patients useful information, and establish you as a knowledge leader. Custom videos and interviews establish your practice as caring and compassionate. Podcasts position you as a preeminent expert in your field. Unique blog and social media content lets you connect with your audience in a meaningful way. In addition to creating content, we manage the entire process for your practice. That includes publishing your content in the right places, and promoting it so that it actually reaches your patients and prompts them to act. 9
Search Engine Optimization Your prospective patients are using the Internet to search for a health provider. Do you know what terms they re using? Do you know what websites they re going to? We do. We also know how to use this knowledge to take your website to the top of the search engine results pages. At Paramount/MD, we aren t just experts in search engine optimization (SEO). We re experts in healthcare SEO. We use current, organic, search-engine-approved approaches to deliver robust SEO results for healthcare websites. As Google Adwords Certified and Yahoo! Search Ambassadors, we put effective and comprehensive campaign management techniques to work for your website. SEO is carried out in conjunction with compatible areas like content development, giving you an integrated online marketing strategy. This translates to more web traffic, better patient conversions, and higher revenues. We aren t just experts in search engine optimization (SEO). We re experts in healthcare SEO. Reputation Management Information about you and your health practice is available on the Internet, whether it was published by an approved source or influences how web users view you. We manage online ratings, and can help you gain more ratings and reviews from your otherwise. With our complete reputation satisfied clients. We work to protect you management services, we make sure your from fake, biased reviews that can damage practice is accurately and attractively your reputation and your livelihood. represented online. Your online reputation affects the success of Our reputation management services your practice. We work to ensure you look include searching for outdated, incorrect, your best online and that you aren t unfairly or misleading information about your or inaccurately portrayed. practice, and correcting it before it adversely 10
Research & Planning Managing a successful medical practice requires significant research and planning. Whether you are just opening your doors, looking to expand your services or locations, or focused on meeting strategic growth goals, effective research and planning can make the difference between profitable success and frustrating failure. With our exclusive focus on healthcare, our marketing experts have the in-depth knowledge of the industry, the competition, and how to provide research and planning services to ensure you reach your goals. We perform detailed, customized competitive analysis to identify your direct, indirect, and potential future competitors in your target markets. We ll also develop your unique market profile, and employ proven positioning strategies to give you a solid competitive edge. To ensure that you maintain market position with your patient population, we provide complete campaign planning and management. This ensures that your successful marketing strategies are consistently and effectively executed, and appropriate updated as your practice grows and your goals evolve. PMD 11
Reporting & Analytics If you don t know how your marketing strategies are performing, and which ones are helping you achieve your goals, you will miss out on opportunities to advance your practice. That s why we believe evidence-based marketing is the only kind of marketing worth doing. Tracking, monitoring, analyzing, and reporting are fundamental aspects of everything we do at Paramount/ MD. We use state-of-the-art industry technology to track and measure results for every marketing campaign, and each aspect of that campaign. Some metrics that we continuously measure include: traffic to your website, visitors time on page, visitors end-action, social media traffic and ROI, lead generation, and more. We employ multiple industry-standard tools to measure results, including Google Analytics and Raven Tools. We then develop detailed written reports, and present these to you on a regular basis. This evidence-based approach allows you to stay informed, and watch as your results improve month after month. With Paramount/MD, you ll never have to wonder whether our solutions are working. Our work will speak for itself, so you ll always know where you stand and that you re getting the results you want. Brand Development 12 What sets your healthcare practice apart? What values do you want to promote? What image do you want to present to your patients? Brand development is crucial for healthcare providers. Your brand should convey the unique elements of your practice in a memorable, effecting manner. At Paramount/MD, we don t use the same cookie-cutter marketing strategy for every healthcare client, and we don t put providers into boxes. These approaches result in bland, undifferentiated health practices that don t compel patients to establish relationships. Instead, we take the time to discover your unique qualities. After developing a complete picture of your practice, we go to work to create a consistent, cohesive, integrated brand and marketing strategy. Our unique, turn-key approach ensures that every medium through which your practice presents itself from your logo to your website clearly communicates your values and sets you apart from all the others.
Call Tracking With call tracking, we gain direct insight into which marketing strategies are working to generate new patient inquiries. With this key data, you can stop wasting money on ineffective advertising and focus on the strategies that are creating leads and converting patients. Using advanced call tracking technology, we meticulously monitor all new patient inquiries that come into your office. With unique tracking numbers, we know how each new inquiry learned about your practice from an online article, a recent newspaper ad, or any other source. Then we use the data we collect with call tracking to optimize your return on investment and minimize your marketing costs. That may mean implementing strategic timing for your campaigns, or eliminating segments that are underperforming. We have saved clients tens of thousands of dollars on their existing advertising campaigns that were failing to generate inquiries. We can do the same for you. PMD 13
Google Display Network Google s Display Network for Google advertising reaches more than 80% of the online audience. Unfortunately, many advertisers who use Google Display Network end up wasting money instead of attracting business. Inexperienced users are often trying to achieve incompatible goals, or don t have an understanding of how to use Google Display to target specific populations. So while getting advertising in front of an audience is easy with the network, getting your ads in front of the right audience takes special knowledge. At Paramount/MD, we are experienced, successful Google Display Network experts. We use Google s targeting options to make ads visible only to each healthcare practice s discrete patient population. This prevents wasting significant dollars on ads that aren t reaching the right users. As healthcare experts, we know which keywords are most effective, and how to compose ads text and design that compel your target audience to act. As healthcare experts, we know which keywords are most effective. 14
Outbound Marketing Traditional outbound marketing of the strategies we use are television ads, approaches round out a comprehensive healthcare campaign. Outbound marketing serves to reinforce your message through additional channels. It also allows you to reach any portions of your target population that can t be reached through inbound marketing. At Paramount/MD, we focus on outbound marketing approaches that provide the most return for the least cost, and that radio ads, and infomercials. We create and produce all lengths and style forms. Our healthcare writers and designers also work together to create newspaper and magazine ads that catch eyes, strike the right tone, and compel the audience to take action. In all our outbound strategies, our exclusive healthcare focus gives us the experience to know how to craft marketing materials that convey the right message, can be effectively tracked in order to and get excellent results. measure the return on investment. Some Website Development Most medical websites fail to convert new respond to on physician websites and what patients, or even generate inquiries. Sites will drive them away to a competitor s site. are often difficult or impossible for patients Our built-in, behind-the-scenes optimization to find with an online search. Bland, boring puts sites at the top of search engine results healthcare websites don t set practices pages, making your website easy for patents apart from the rest, and don t leave any to find online. When visitors arrive, they see impression on visitors. an attractive design and compelling content At Paramount/MD, we have the unique that s perfectly integrated with your overall in-house resources and skills to develop image. Because we take the time to develop healthcare websites that get results. That a unique brand for your practice and then includes award winning design, custom design your site s look, feel, and message content creation, and expert website around it, you ll attract more visitors and development. Our experienced healthcare convert those visitors into new patients. marketing strategists know what patients PMD
Turn-Key Solution At Paramount/MD, turn-key truly means turn-key. Our agency is the all-inclusive, single source for healthcare providers who need to know their needs will be met without wasting countless hours and dollars. Instead of dividing your needs and dealing with multiple vendors, we handle all your healthcare marketing needs under a single roof. In other words, we provide the expertise of a highly-trained specialist, combined with the breadth of a General Practitioner. In addition, instead of outsourcing pieces of projects to inexperienced and unaccountable third-party contractors like some healthcare marketing agencies, we handle everything in-house. Our own staff of experienced, dedicated professionals works together to implement coordinated projects and campaigns, including: Competitive Positioning Brand Strategy Distribution Channels Pricing Sales Process Marketing Campaigns Marketing Plan & Budget Naming Corporate Identity Messaging Sales Literature & Tools Websites Customer Relationship Management Social Media Business Development Customer Retention Email Marketing SEO & SEM Online Advertising Publicity Direct Mail Traditional Media Sales Management Vendor Selection Return on Investment Customer Lifetime Value Copywrting & Graphic Design Video Production 16
Managing your complete healthcare marketing strategy from our central office results in better service and better results. With a coordinated team effort and everyone working toward your well-defined goals, we are more effective, more efficient, and surprisingly affordable. Earning our clients trust through true turn-key and comprehensive marketing services is a main goal at our agency, and one of the best compliments we can receive which we do, on a regular basis. CLOUD-LIKE SYSTEMS PARAMOUNT/MD CAN OPERATE GLOBALY We consulted clients from nearly every medical speciality and deeply enjoy the intersection of different kinds of disciplines. We view your differences as an opportunity to innovate rather than a challenge. We translate your business model into features, interfaces, sitemaps and usable sites. We ll also help you transition your organization and content marketing foundation from where it is to where it needs to be. 17
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Evidence-Based Marketing Paramount/MD uses sophisticated tracking and monitoring to measure results for every marketing campaign so you never have to wonder whether what we re doing is working. Competition in healthcare is too tough to waste time, money, and effort on marketing strategies that don t work. If you aren t tracking and monitoring results, you don t know what s working and what s not and you will lose out to competitors who do. With Paramount/MD, you ll never have to wonder whether our solutions are getting the results you want. We believe that evidence-based marketing is the only kind of marketing worth doing. That s why we employ meticulous monitoring and tracking to evaluate every aspect of every service we provide. Some metrics that we continuously measure include: traffic to your website, visitors time on page, visitors endaction, social media traffic and ROI, and more. We employ multiple industry-standard tools to measure results, including Google Analytics and Raven Tools. We then develop detailed written reports, and present these to you on a regular basis. This evidence-based approach allows you to stay informed, and watch as your results improve month after month. That means no more throwing things out and hoping something sticks. Our work will speak for itself, so you ll always know where you stand and that you re getting the results you want. With Paramount/MD, you ll see your exact return on investment, and can say goodbye to spaghetti marketing once and for all. We ve helped clients from numerous medical specialties and deeply enjoy the intersection of different kinds of disciplines. We view your differences as an opportunity to innovate rather than a challenge. We translate your business model into features, interfaces, sitemaps and usable sites. We ll also help you transition your organization and content marketing foundation from where it is to where it needs to be. PMD 19
WHERE CONTENT-LED MARKETING CREATES VALUE We Mean Business PMD Location 305 San Anselmo Ave., Ste. 203 San Anselmo, CA 94960 www.paramountmd.com info@paramountmd.com 1-888-747-4271 1-888-747-4235 fax 20