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Where do you want your practice to go?
How will you get there?
American College of Private Physicians
November 24-25, 2016
Jonathan Vidal
Senior Director, Consulting Services
Congratulations!
Due to your enterprising nature, you are entering Concierge Medicine
and avoiding your colleagues’ alternatives:
- Quitting medicine, due to frustrations such as:
- Working harder and making less money due to insurance reimbursement
declines
- Compromising patient care due to time constraints in having to work harder
- Becoming an employed Physician, hospital or health system
You’ll need a marketing plan
Simply follow what other strong practices have done:
–Develop a marketing plan
–Build a staff that is committed to your success (this can often be done
with your current team but conditioned for this new business model)
Top 5 Success Strategies
“Keeping your Patient Messaging
Fresh & Meaningful”
Top 5 Success Strategies
•Image, Brand, Messaging & Communication Strategies
•Customer experience/customer service
•Communication to & conversion of base
•Converting &signing up patients
•Strategies to attract new patients –online reputation
Top 5 Success Strategies
Your branding and marketing
communication materials need to
establish the right image!
Top 5 Success Strategies
You need the right tools to properly
communicate to potential new patients and
transition your patient base.
•Branded Print Materials
•Branded Consumer Website
•Branded Social Media
•Branded Print Materials
Unique Value Patient Brochures
PT Referral Mechanism Patient/Business
Unique Value Business Card
Branded Professional Resume
SBU “Center of Excellence” Referrer Sheets
“Center of Excellence” Client Program Sheets
Websites – Voice of the Customers
http://www.skyparkpfc.com/
Your Website Should Go Mobile
1. Google has a separate index for mobile
content
2. 93% of U.S. adults own a cell phone
3. Your regular website does not create best
user experience/usability for mobile viewing
4. Mobile web is forecast to overtake the
desktop web within 1 to 3 years
5. Slower Internet connection on mobiles
creates limitations to load regular websites
Data provided by SearchEngineLand.com
Social Media – Viral Marketing
Google+ Page
Facebook
Timeline Strategy to Engage Patients
Engage with Custom Apps
Promote ‘Likes’ and interaction by offering contests,
information about the staff, or highlighting your
specialty or unique service offering
Twitter
LinkedIn
YouTube
Yelp
Websites – Voice of the Customers
http://www.skyparkpfc.com
http://www.conciergemdny.com
http://www.thehealthylivingmedical.com
http://www.continuumatmecca.com
Key Success Strategies
In 2016: Staff is a key component of any
practice’s image/brand.
Customer Service is key:
•
Staff must understand their roles!
•
Staff must be trained and scripted.
•
Staff needs a fulfillment piece for
follow-up on non-appointed inquires
and new patient appointments.
e-Brochure Fulfillment Piece
Key Success Strategies
Communicate new concierge, product,
business offerings to your base.
•
E-mail/snail mail.
•
Materials to hand out.
•
Staff must be trained and scripted.
•
Again, staff needs a fulfillment piece for
follow-up on non-converted patients.
Key Success Strategies
Strategy/techniques to close business
and sign up/convert patients.
Identify players to:
•
•
•
•
•
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Present program
Close the business
Tracking is key
Consider incentives
Again, staff needs a fulfillment piece
for follow-up on non-converted
patients.
Key Success Strategies
Direct-to-Public Strategies
to Reach New Patients!
“Patient 2.0” Decision-Making Process
(Complicated, Yet Simple)
WOM / Referral
Prospective Patient
External Marketing
Internet
Search Engines
Branded Review Sites
Branded Website
Phone Rings/e-contact
Staff Takes Inbound
New Patient Visit
Branded Social Media
Internet Marketing Strategies
The Four Key Strategies for Concierge Practices
1. Consumer-Digestible Website – “Voice of the Customer”
2. Search Engine Optimization (SEO) – 1st page if possible
3. Social Media Strategies – “Viral Marketing”
4. Management of your “On-Line Reputation”
Internet Marketing Strategies
The Four Key Strategies for Healthcare Practices
1. Consumer-Digestible Website – “Voice of the Customer”
Internet Marketing Strategies
Strategic marketing purposes for a website:
 Communicate credibility and unique practice value to
prospective and current patients/clients.
 Create, reinforce leading-edge practice image.
 Reinforce initial marketing impressions created
through other marketing channels.
 Share button to colleagues, friends, family.
Website
http://www.skyparkpfc.com
http://www.conciergemdny.com
http://www.thehealthylivingmedical.com
http://www.continuumatmecca.com
Internet Marketing Strategies
The Four Key Strategies for Healthcare Practices
2. Search Engine Optimization (SEO) – 1st page if possible
Internet Marketing Strategies
Optimized website so patients can find you
Valuable to search engines
Appear on the 1st page of search
Must appear by 3rd page of search
Internet Marketing Strategies
Web optimization techniques:
• Search Engine Optimization (SEO)
• On Page
• Off Page
• Search Engine Management/PPC (SEM)
Internet Marketing Strategies
Organic Web optimization techniques:
• Search engines –
• “Spiders” or “robots” searching for “keywords”
• Site maintenance for top listing
• “keywords”
• “meta tags”
• Construction of website
• “Page headers”
• “Custom platform”
• “Non-templates”
• “Links”
Internet Marketing Strategies
Yahoo Interactive survey (Hot off the press):
• “Few search engine users look past the first 3 pages of results before
altering their search or clicking onto a site.” From Jupiter Research using
2,369 users.
• 79% of users click on a result within the first page of results. Up from
58% in 2010. By the third page, 92% have clicked on a result.
• When restarting a search, 82% of users choose the same search engine
but add keywords.
• IMPORTANT: 66% of search engine users think that companies
appearing at the top of search results are leaders in their fields.
Internet Marketing Strategies
Recent Harris Interactive survey:
– 93% of surveyed practitioners use Internet from office and/or home.
– 97% of practitioners have websites (only 52% 4 years ago).
– 93% college-educated consumers use Internet as key source for
informed healthcare decisions.
– 78% of ALL consumers use Internet as key source for informed
healthcare decisions.
Internet Marketing Strategies
Google in 2016 owns the market*:
•
•
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Google with 83%
Yahoo with 7%
MSN (Bing) 5%
AOL with 3%
Ask with 1%
Others with combined at less than 1% of the search
share
(*source: http://marketshare.hitslink.com/)
Internet Marketing Strategies
Two web optimization techniques:
• Organic/Generic method
– “On page” design of website is valued by search engines
– “Off page” techniques to raise awareness of website
– “2015” focus on Google
• “Pay for Play” – fees for “keywords”
– Fees based on hits, time, geography
– Bidding drives the price upward
Internet Marketing Strategies
Generic/Organic has the largest share of the
market in 2016*:
• Generic/Organic 83%-92%
• PPC 8%-17%
(*Source: www.searchengine.com)
Your Website Should Go Mobile
1. Google has a separate index for mobile
content
2. 93% of U.S. adults own a cell phone
3. Your regular website does not create best
user experience/usability for mobile viewing
4. Mobile web is forecasted to overtake the
desktop web within 1 to 3 years
5. Slower Internet connection on mobiles
creates limitations to load regular websites
Data provided by SearchEngineLand.com
Mobile Website Essentials
Users mobile device can
quickly and easily:
•
Find information about you &
your staff
•
Make an appointment
•
Find directions to you
Again, Why Do You Need a Mobile Site!
Check your site on a mobile
device:
1. Is it easy to navigate, or do you
need to zoom and scroll?
2. Do some areas of your site load
slowly, or not at all?
3. Is it easy to find and use the
contact information? Is there a
way to click to call?
Internet Marketing Strategies
The Four Key Strategies for Healthcare Practices
3. Social Media Strategies – “Viral Marketing”
Social Media for a Practice
Google+ Page
Facebook
Twitter
LinkedIn
YouTube
Yelp
Online Trends & Techniques
Why is Social Media Important?
Primary & secondary traffic
•
Primary traffic is the large amount of visitors
who come directly from social media sites.
•
Secondary traffic is referral traffic who link to
and send you visitors, after they come across
your content through the social sites.
High-quality links
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Becoming popular on social websites like
Facebook or LinkedIn will get you more traffic
back to your website.
Social Media Strategies
•
Brand awareness
•
Call to action
•
Relevant content
Social Media Strategies cont’d.
•
Promotional
•
Engaging
•
Conversational
Google+ Page
Facebook
• Social networking site: Share information
• Great way for physicians to engage their patient base
• Caters to B2C
−6,845,609,960 humans
−1,966,514,816 Internet users
− 717,760,460 Facebook users
Put another way: About 11% of the world's humans are
on Facebook.
Facebook
Timeline Strategy to Engage Patients
Engage with Custom Apps
Promote ‘Likes’ and interaction by offering contests,
information about the staff or highlighting your
specialty or unique service offering
Twitter
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•
•
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Social networking site: Share information/tweets
Text-based posts of up to 140 characters
Twitter has over 190 million users
Effective tool for physicians used to connect
with potential patients and colleagues
Twitter
LinkedIn
• Strengthens and extends your existing
network of trusted contacts
• Builds referrals for specialties
• Demonstrates experience and credibility
• B2B-focus
• Recommendation-based
LinkedIn
YouTube
• Great way to showcase physician’s
expertise, share knowledge and market
their practice to existing and future patients
• Information videos can build credibility
• Staff videos
• Virtual office tour
YouTube
Yelp
Golden nugget
Facebook user average 250 to 300 friends
Twitter user average 210 followers
YouTube is the 2nd largest search engine in the world
78% of consumers trust peer recommendations on Facebook,
Twitter, Yelp, LinkedIn.
Lauren
Facebook
Twitter
Yelp
What Does This Mean Really?
Internet Marketing Strategies
4. Management of Your “Online Reputation”
Online Reputation:
Your New Referral Machine
•
You should always know how you’re perceived online.
•
Patients have the power to say anything, publish it and then influence
your future patients.
•
Your online reviews will directly affect the number of new patients you
will see.
A Seismic Power Shift
Reviews can appear on many sites !!!
A Seismic Power Shift
What One Anonymous
Review Can Do
Be Proactive &Improve
• Be proactive in monitoring your reviews. Read your reviews
regularly to know the positives and negatives of your practice through
your patients’ eyes.
• Be prepared: No matter how good your care is, you will likely end up
getting a few bad reviews over time.
• Be proactive in gaining enough positive reviews to outweigh any
negative ones.
• Improve your services. Improve your staff through training. Improve
the look and feel of your practice’s reception area, etc.
The Cost of Doing Nothing
• Being passive is a recipe for disaster
• No reviews = Referring patients to
another provider with good reviews
• Poor reviews = Telling patients to
avoid you at all costs
Promote Your Reviews on:
Promote Your Reviews on:
Internet Marketing Strategies
Potential Strategies
for
Management of Your “Online Reputation”
The Big Two:
1. Yelp
2. Google+
Yelp
• Referral/review-based
• Good reviews create actions
• B2C-Focus
• Real reviews, real people
• Social networking site
Yelp
http://www.youtube.com/watch?v=oSId9tZ_PzE
Yelp
Healthcare Practice
Internet Marketing Strategies
Potential Strategies
for
Management of Your “Online Reputation”
1. Asking your patients
2. “In-office” laptops and tablets
3. Cloud-based methodologies
Healthcare Practice
Internet Marketing Strategies
Potential Strategies
for
Management of Your “Online Reputation”
1. Asking your patients
Join Us!
Social media
collateral to display
at your practice to
engage your
patients
Healthcare Practice
Internet Marketing Strategies
Potential Strategies
for
Management of Your “Online Reputation”
2. “In-office” laptops and tablets
Healthcare Practice
Internet Marketing Strategies
Potential Strategies
for
Management of Your “Online Reputation”
3. Cloud-based methodologies
Develop a marketing plan to…
1.Establish a compelling brand
2.Provide an outstanding patient experience/customer service
3.Convert your patient base to Concierge and avoid attrition
4.Methodology/process to enroll new patients
5.Address all strategies to attract new patients online
ACPP Meeting Special Offer – come see us!
Q&A
Thank You