The Omni Advantage

The Omni Advantage is simple – we provide the services our clients want, nothing more and nothing less. Not every market is the same, not every medical practice, bariatric surgeon, plastic surgeon, otolaryngologist, etc. is the same. Why should online marketing companies only offer you one package without understanding your needs and desires?

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Blaze Your Own SEO Path to Success

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Creating a well-planned medical marketing strategy can come with its own set of challenges.  With the importance of social media marketing and Google reviews growing, there are certain medical fields that are at a distinct disadvantage.  For example, a plastic surgeon is going to have a much more difficult time getting patients to post public messages or reviews that are directly tied to their personal social media accounts.  This can cause an overreaction by focusing too much on what the competition is doing.

The most important thing to remember when planning a medical marketing strategy is, don’t get caught up in what the competition is doing.  While it’s tempting to duplicate the efforts of the competitor that may be ranked #1 for a target keyword, this is never going to yield the results that you really want.  Your new medical website design is unique, and it will have a very different set of circumstances.  The strategies that are implemented by your competition are unique to their circumstances and won’t always work for you.

While there are tried and true methods to medical marketing, taking your practice to the next level can be a difficult task that may involve trial and error.  In many ways, the ever-changing Google algorithm can make it seem like each site is being held to a different standard.  In all reality, this is absolutely the case.  While some sites have been penalized severely for “Black-Hat SEO” techniques, it seems as though others have flown under the radar.  For example, many sites were penalized in 2012 for a large number of footer links.  These are links that exist at the bottom of your site and are on every page of your site.  With a little digging, you may find that your competition has a large number of footer links, but they seem to rank well for every keyword.  Whatever you do, don’t fall into the trap of doing what they’re doing.  Chances are, you’ll be hit right away with a Google penalty and essentially have to go into recovery mode.  This isn’t fun for anyone, and your website traffic will suffer.

Avoid the war, and be patient

Your first reaction may be to want to report the competitor site for using “Black-Hat SEO” techniques to leap to the 1st position, but you should avoid this too.  No need in starting a search-engine war with your competition.  In due time, doing the right things will pay off.    As your medical website design reflects the level of professionalism that you want your medical practice to represent, so too should your medical marketing strategy.  While it may take time for Google to catch your competition using negative SEO techniques, penalties can go as far as de-indexing the entire site from search engines.  By penalizing your competition, guess who’s next in line to take their spot at the top of search engine rankings.  Most importantly, if you manage to stay above the fold in your medical marketing strategy, you won’t have to worry about losing the #1 spot anytime soon.  You got there the right way, and you don’t have to worry about Google updates raining on your parade.

Competitive SEO Analysis

While there is no doubt that you want to avoid duplicating your competition’s marketing strategy, understanding their strategy can be very beneficial.  For example, how are they building links?  Are they using paid listings or Pay-Per-Click marketing?  Knowing what your competition is doing can help you to counter their strategy, and it can also give you a heads up if a Google penalty is heading their way.  In some cases, you may even see where they are building their links and see if you can get a link or two from the same sites.  However, you don’t want to duplicate their link profile either.  Again, your site is different from their site, and your marketing approach should be unique to your goals and circumstances.

Position yourself to win

I can’t stress enough how important it is to do the right things early.  When you begin to develop a medical marketing strategy, you’re essentially building the foundation that will support the overall structure over time.  It’s the difference between building your castle on stone or sand.

If you are interested in building a winning SEO strategy, Contact Omni Medical Marketing today.

Call (800)549-0170

Is your medical website part of a link wheel?

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For many of you, your first question will be “What is a link wheel?”

In short, a link wheel is to create a pattern of links which flow from one website to another which would finally link to a targeted website for the benefit of promotion.  That is to say that building quality links can be a time consuming task, and by building out a link wheel consisting of sites you control, it’s essentially taking a short-cut.  What’s astonishing is that most medical practices don’t know that their medical marketing firm is even adding these pages to their site for the purpose of link-building.

Google has said time and time again that building link wheels will hurt your own online marketing efforts in regards to SEO.  While passing a link from your site to another may be a good thing if you are referring or recommending another practice or company, doing so for the sole purpose of gaining higher rankings could significantly impact your rankings in a negative way, if and when Google catches on ( and they will).  It’s also important to note, that if you don’t know the page is there and a potential patient finds it, what links will they actually find?  Will they find links to your competitors?  While it seems hard to believe, this actually happens more often than you would think.

How do I know if my site is part of a link wheel?

For some it may be easy; we found a large number of plastic surgeon websites designed and built with a page called “resources” . For these sites you can usually enter your URL this way to land on this page. “sampleplasticsurgeonwebsitedesign.com/RESOURCES”. Once you find this page, you’ll be able to see a number of outbound links to other medical practices and related websites.  For others we need to do a little more digging to find these pages that are often buried within the site structure. At no cost, we can research this for you to see if there is a hidden page on your site that you may not even know about.   Just shoot us an email with your website name and we will let you know the results (contact@omnimedicalmarketing.com).

What can I do if my website is part of a link wheel ?

First, ask your provider to take the page down and request in writing an agreement that they will not link to any other websites without your permission. For some, your provider may have included permissions in your contract for them to add links. This will obviously make removing links difficult and you may have to wait till your agreement expires in order to remove the links.

There is a right way and a wrong way to optimize a website for rankings. Easy come, easy go applies. We have witnessed many of our competitor’s client sites drop significantly in the rankings over the last year, mostly due to Google’s SEO updates. If a medical practice SEO company is using spammy links or links wheels, someone is going to get burned.  In these cases it is always the clients and not the SEO company.

Call 800-549-0170.

Medical Marketing and Word of Mouth Marketing

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So you’ve decided that your medical practice could use a boost in 2013.  Maybe you’re doing enough to get by, but your vision for your practice is not quite fulfilled.  It’s easy to say that your work will speak for itself, and if you’re good enough at what you do, patients will come.  While there is definitely truth to that, it is certainly not the whole truth.  For example, plastic surgery practices rely heavily on referrals to increase consultations, as the best advertisement for your plastic surgery practice is the results that are produced within.  Each and every plastic surgery procedure you perform translates to a walking billboard of your success and skill.  So why do you even need Medical Marketing?  Medical marketing is really just taking control of your brand, and not always leaving it up to previous patients to spread the word for you.  Keep in mind, that while plastic surgery is a growing field, not everyone is going to run home and tell their friends that they had work done.  So how do you reach potential patients that may not have a close friend or family member telling them how great you are?  While I won’t argue that the early days of SEO didn’t necessarily focus on the quality of a medical practice, Google Updates in 2012 have drastically changed the industry for the better.

The SEO industry has changed so much over the last year, that many SEO professionals have been forced to learn how to rank websites based upon creating actual quality.  This means that there is more focus on quality content, user-friendly medical website design, social media marketing, and actual PR.  The days of buying links to your site to rank for terms you don’t necessarily deserve are over.  Now is the time to implement realistic medical marketing plans to increase your online visibility.  After all, that’s exactly what SEO originally was intended to do.  Let’s put it in perspective by examining some of the older forms of marketing and advertising that medical practices relied upon.  Let’s use the Yellow Pages as an example.  Did you settle for the free listing that was listed alphabetically along with all of your competitors, or did you make an investment for a half-page or full-page layout?  The best way to look at medical marketing is to relate it to buying a full-page advertisement in your local phone book.  Do you want the full-page to be in color to get people’s attention?  Do you include a “call to action” to increase conversion?  Do you clearly offer the services provided at your practice?

Yellow Pages

Does Word of Mouth Marketing Still Have Value?

Of course it does!  Just as other forms of marketing have value (i.e. radio, print and television), so too does word of mouth marketing.  There is no doubt that word of mouth marketing is a great way to grow your medical practice and has the highest conversion rate.  Just as you might diversify your stock portfolio, a diversified marketing strategy will also yield the best long-term results.  While Medical Marketing focuses on your online presence, the oldest form of marketing, word of mouth marketing, will always play a large role in the success of your medical practice.  To see how word of mouth marketing and medical marketing might work together, you need to look no further than a strong social media presence.  Since social media plays a large role in how society communicates and fosters relationships it makes sense to utilize a “fan page” to make social sharing simpler.

Developing Your Brand with Medical Marketing

Take out a full page ad for your medical practice!  Remember, medical marketing is designed to highlight the best parts of your practice and increase your online visibility.  There’s a certain amount of people who believe online medical marketing isn’t a fair practice because it can elevate a practice in Google rankings allowing for more leads.  But if you develop a well-known and visible brand through marketing, you’re reaching potential patients that are looking for you.  Also, it should be looked at no differently than taking out a full page in the Yellow Pages.  You’re simply putting your medical practice in a position to succeed in a competitive market.  With recent studies showing that 80% of those surveyed have used the internet to search for healthcare information, take stock of your current medical marketing plan in 2013.  Do you have a full page ad, or are you just another name in the long list of your competitors?

To see how many more leads Omni Medical Marketing can get for you, give us a call.

Call 800-549-0170.

Blog Content Ideas: Putting Your FAQ’s to Use

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If you’ve been marketing your business online for any amount of time, you’ve likely heard the old adage that “Content is King” online.  SEO experts will tell you that having more content on your website will allow you to rank for more keywords on the search engines.  You’ve probably heard that a blog can help you reach new clients, and in the process, build your business online.

These are all great things for your business, but how can you create this content and still run your medical practice?

If you’re like most doctors, your day is extremely busy and you just don’t have the time to research and write interesting articles for your blog, and you likely don’t feel comfortable outsourcing your content creation to someone who likely has no medical training.   Your blog dies a slow lonely death…

You need quick and easy ideas for your blog posts that will resonate with potential patients and give them a reason to return to your websites.

Using Your FAQ’s to Create New Blog Content

One of the most difficult things about using and managing a business blog is coming up with ideas for new blog posts.   It can seem like an overwhelming task to think of new and exciting articles about a topic that you deal with daily.

If you’re looking for a way to create new and interesting articles that are going to be informative for your potential patients and hopefully drive more patients to your medical practice, look no further than your patients.   They are the best source of blog content that you can ever find.  Their questions can provide you with content for months.

Frequently asked questions are going to be a common point of concern with all of your clients, and are an excellent source of content that will not only rank well in the search engines, but also answer the questions of your prospective clients while establishing your practice as the expert in your geographic region.

The key to coming up with new content is to listen.   Listen to your patients and staff, and take note of the common questions that are asked daily, then create a series of blog posts answering those frequently asked questions.

4 Steps For Using Your FAQ’s to Reach New Customers

Take note of the 10 most common questions asked by your patients, and use them to write a series of blog posts about your practice specialties.

This will give you a source of content that will not only satisfy the questions posed by your potential patients, it will also give you a nice series of articles that can rank in the search engines and drive potential clients to your website.

1. Identify Your Frequently Asked Questions

First, you have to identify which questions are most important to answer. I recommend starting with 10, because it’s a meaningful amount of content and will address the tip of your question iceberg.

You can use a few methods to determine which questions to answer. You can survey your previous patients, although that’s not always the best approach because the questions are not fresh in their minds – they’ve already made their buying decision.

You can study your Web analytics, and see which pages get the most traffic, and what questions are likely to be in prospects’ minds when they are on those pages. Or, you could survey Web site visitors, gathering data in real-time.

I also like to look at search data, both the searches that people are conducting about your company on Google, and the searches conducted on your Web site (assuming you have a search function).

I would also make a point to solicit input from customer service and sales teams, as they have more day-to-day interaction with patients and prospective patients.

2. Answer Said Questions, but Don’t Give Away the Farm…

Once you’ve identified your top questions, answer them, but don’t give too much info.   Give the general answer that will satisfy most of the “Researchers”, but leave the detailed answers for a personal consultation.

You want to show your expertise, and answer the questions in a way that will establish trust with your website visitors.

Your blog readers (potential patients) should feel that your blog is a valuable source of medical information that they can trust, but once they’ve found the answers to the general question, you want them to contact you for an in-office appointment that will allow you to sell your expertise and personalized recommendations.

3. Create A Video To Demonstrate the Procedure and Your Expertise

Because medical questions are not easily answered or understood, we recommend that you create a video to help answer the question or demonstrate s procedure, then embed that video in your blog post to support your written answer to the question.

Don’t skimp on the video.

Your prospective customers are going to spend thousands of dollars with your practice, and since your website may be the first impression of your practice, you want to make it a good one.

Instead of worrying about shooting the video, mastering and publishing yourself, use a professional videographer that can deliver HD video that will represent your practice in the best light.  It’s much more affordable than you may think, and the difference between a professionally produced video and one from your Flip camera are stark.

You want to show your patients that you’re the best, don’t try and create that impression with an inferior quality video.

4.  Post, Share, Repeat

Once you have identified and answered the questions, you need to spread the message.   Get it out there in front of your potential patients, and populate your online profiles with your new blog posts.

Share your blog posts on all of the popular social networks including Facebook, Twitter, LinkedIn and some of the more popular article directories.  Post your video to YouTube, embed in your blog post, and distribute to any online video site possible.

The more places you can distribute your content the better.   You want to use every possible option to expand your web presence and reach as many customers as possible.   Ask your online friends, followers and “real-life” friends to share your content with their circle of influence.   This is the main key to getting viral distribution of your content, and generating referrals.

Repeat.  If you can write one blog post per week, you are on the right track.  Blogging can be a very productive method for reaching new customers and expanding your online presence, but it doesn’t happen overnight.  Consistency is key, so don’t stop until you’ve answered at least the 10 most frequently asked questions.

Contact Omni Medical Marketing if you are seeking professional grade blog management and social media marketing.

Call 800-549-0170

 

Benefits of Blogging for Your Medical Practice

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Okay, so a medical practice blog probably won’t compete with the likes of TMZ or Perez Hilton, but a well-written blog can have a large effect on the success of your Medical Marketing plan.  Updating your blog also supplies search engines with fresh content.  A medical blog can increase traffic to your site, create a social buzz around your practice, and attract new patients.  Taking a few moments a week to write an informative blog can go a long way toward achieving success in your medical practice.

“Word of Blog” Advertising

Similar to conventional word of mouth advertising, blogs can become a good way for patients and potential patients to spread the word about your practice.  With social sharing reaching an all new high, informative and even entertaining blogs can be easily shared and distributed among friends.  Obviously, this can have an effect on the visibility of your practice.

Social Media Marketing and Social sharing of medical blogs will grow your online footprint and bring more people to your site.  Search engines will also rank your blogs in search engine result pages.  This gives you another potential landing page for people searching within your medical field.  Having blogs that are popular on your site that generate a good amount of traffic will also improve the ranking of your main site.

Where Do I Even Begin?

Since you’re not writing about the newest Hollywood couple, coming up with content that is interesting to a reader can be difficult.  Keep in mind that people are searching for information related to your field, so small tidbits can be of great interest.  Blogs focused around FAQ’s that your practice has received can often generate more leads as potential patients type the same question into a search engine.  Relating popular topics in pop culture to your medical field can also generate interest in your site.  Always remember that there is never enough information and you should always add more!  The more you add, the more likely your blogs are to be followed, and search engines will recognize your efforts.

Content is King!

Taking all things into consideration, content is the most important part of your blog.  Pictures and videos are great, but new and fresh content will deliver the most traffic and search engine ranking results.  Not only will you be adding content that users will find interesting, you will also be giving search engines more content to read through and index.  Write your content for the user.  Whatever you do, don’t write content for search engines.  “SEO-Friendly Content” is growing in popularity, but it has a negative impact on conversion.  Make sure blogs are interesting and informative to users and the results will translate to Search Engine Results.  Writing content for a robot makes the content difficult to understand and can be frustrating for the average user.

Now, Share Your Blog With the World!

Use a social sharing tool to make sharing your blog simple.  By adding social links that will allow users to share the post with “friends,” social sharing can become a great lead generation tool.  After all, word of mouth and referrals are still the best way to attract new patients.

There is no doubt that writing a blog for your medical practice can become time consuming and seem pointless.  Just know that the benefits of writing a good blog will pay off in the long run.  Helping with SEO and Lead Generation, blogging is a way you can increase the number of initial consultations and appointments for your practice.

If you are looking for professional-grade SEO, medical website design and blog writing services, contact Omni Medical Marketing today. We will provide a free analysis of your website and your SEO, as well as a structured blog writing plan that will deliver results over the short and long term.

Call (800) 549-0170 and speak to Patrick.