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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Lead Conversion

5 Basic Things You Should Monitor in Google Analytics

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It’s easy to brag that you get thousands of visits to your medical website each month, but is it quality traffic?  Are you using analytics to find a high-quality audience, or are you settling for a high number in the total visitors column and assuming your website will convert sooner or later?  This is an important question to ask yourself when spearheading your own Medical Marketing strategy.  For many, Google Analytics is the preferred tool for gathering information about your website.  While there are a number of other tools that will gather this information, Google Analytics has been the go-to-source for this information and has proven the most reliable.  That being said, it’s important to know what is available in analytics that you may or may not be using to gauge the success of your marketing.

By actually analyzing the large amount of data that Google Analytics provides, you can get a better idea as to marketing strategies that have worked, and strategies that have not.  For example, do you know how users are finding you?  Are they finding you in search?  If so, what search terms are delivering visits?  This is a just a small portion of the amount of information that you can find in analytics.  Below, you will find the top 5 basic things that you will find on Google Analytics, besides the total number of visits, that you should be monitoring.

  1. Average Time On Site – This is a great way to measure how engaged the average user may be.  Are you ranking for a term that doesn’t really have to do with the services you offer?  It’s more common than you might think.  For example, someone could be searching for the best tooth-whitening toothpaste and land on a dentist’s professional teeth whitening page.  While this is a generally positive outcome, the likelihood that they will immediately leave the site is much higher.  Using this information, you can change your keyword targeting to “Professional Teeth Whitening” to ensure that you are capturing the right audience.
  2. Landing Page – You might not think this is important, but knowing where people are entering the site is important.  Not all visitors to a medical website will begin their experience on the home page like you may want them to.  They may land on a procedure page, or a blog.  By knowing where users begin their experience, you can customize the navigation of the site to drive visitors to different areas of the site and improve engagement.  Are you relying heavily on blog tags and categories to drive traffic to your site?  If so, what is the user experience like once they’ve landed on a tag or category page?  The more important question to ask yourself is, if you took your focus off of tags and categories, and spent more time optimizing specific landing pages, are you willing to accept fewer visitors to your site that are much more likely to convert?
  3. Referral Sites – Not all traffic to a medical website will come directly from search.  If external marketing efforts are driving traffic to your site, it’s important to measure the return on investment.  If you are running an advertising campaign with Groupon, looking at referral sites can help you to determine if this particular idea was effective.  Also, if you’re paying for a directory listing, or you have purchased banner ads on other websites, the referral sites data in analytics will tell you if these investments are worth the money.
  4. Mobile Overview- As the number of visitors from tablets and smart phones increase, it is important to understand how much traffic is coming from a mobile device.  This information is going up across the board, but you might be surprised to learn that 25% of all healthcare related website traffic is coming from mobile devices.  If you are seeing a significant amount of traffic coming from mobile devices, this will drive home the importance of having a mobile site built with responsive design.
  5. Geographical Location – If you know that you want to geographically target certain areas with SEO, do you know which cities, and do you know how to track your success?  Google Analytics also tracks where website visitors are physically located and reports that information.  For a dentist, they may want to create a tighter geographical area to target, while a plastic surgeon may want to create a much larger reach just based upon the nature of their medical practices.  While people may be willing to travel further for plastic surgery, the same may not be true for dentistry.  If you are a dentist that finds a significant amount of your website traffic is coming from surrounding cities, and you’re not seeing an increase in patients, it may be time to reassess your marketing strategy.

While Google Analytics offers much more data to comb through, these five basic examples of additional data can give you a great perspective on your current medical marketing strategy, and the additional data could lead you to even manipulate your current strategy.  Paying close attention to these additional factors will help you to attract potential patients that are much more likely to convert once they reach your medical practice website.

If you don’t know if your current medical marketing strategy is working to the best of its ability, or if you are looking for someone to manage the massive amount of data that is generated by analytics tools, give Omni Medical Marketing a call.  Our team of trained marketing professionals can help you to analyze the data to determine what things you may be doing right, and what things you may not be doing as well.

Call 800-549-0170.

3 Steps to Increase Your Medical Practice Website Conversion

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Whether your website is focused on plastic surgery or family medicine, converting  online visitors into a full waiting room is critical. Having a website just to have one is a waste of time and money. Regardless of where your medical practice is located, following a few simple steps can make a world of difference.

Of course there is the obvious, is your medical website world class? Does it tell the user in a matter of minutes you are someone they want to see? Is it responsive, offering mobile users ( 25+ percent of visitors) a great experience? What is the first impression of the user?

Then there is the not so obvious; the little details that are often missed, yet easy to fix. These three simple changes can make a world of difference in increasing leads for your medical practice.

  1. Contact Information – Often times, visitors come to or land on a page of your site other than your home page. If a user starts out on one of your services offered pages, is your phone number present on that page? How about contact forms? Each page of your website should have both of these things. If you have a responsive medical website, is the click to call feature present on each page? This is the biggest mistake we see when on a new clients previous site.  Contact information should be present for every visitor, including visitors who may begin on a different page of your site or mobile users.
  2. Short forms – Many users want to contact your office because they are interested in your services or trust your reputation, and want to book an appointment right away.  They may not follow through for one simple reason. People are lazy! Most people have no interest in filling out a lengthy form, providing detailed personal and medical information, or spending 20 minutes just trying to get in to see you. Keep your forms simple with name, phone number, email address and zip code. Keep the entry barrier for your medical practice as simple as possible. If you really want or need all of their information for their appointment, follow up with an email asking them to provide it to you, or simply have them fill out the information when they make their first visit. Studies have shown that people who do not complete these forms typically fill out a portion of them before giving up. Keep your public forms on your website simple and easy to use.
  3. Simple Incentives – If you offer free consultations for first time appointments, make sure to let the user know that right away. What other perks does your medical practice offer that could be added to your website? Do you have a loyalty or referral program? Are you accepting new patients, or do you offer same day appointments? Do you have a call to action letting people know about any seminars, public speaking or outreach programs potential patients may want to attend? People are always seeking convenience and value.  Separate yourself from your competition on your site and you will see a positive change in your waiting room.

If you want to learn more about increasing conversions for your medical website design, or if you are interested in learning more about best practices designed specifically for medical practices, Contact Omni Medical Marketing today.

Call 800-549-0170.

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Keep Your Medical Website Design Clean and Lean

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Previously, we have explored the benefits of Improving Calls to Action and optimizing traffic through A/B Testing. However, you might have wondered why we don’t just put every possible trick we have up on a page and see what sticks? Why waste time trying to perfect all of these little elements when we can shotgun test them all at once? Well, the answer is fairly simple: Less is More. Keeping your website clean and clutter-free will keep conversions high, improve website performance, and impart trust in your expertise.

Simplicity in Medical Website Design

The key to a good conversion rate on your website is to maximize content and interaction with the fewest possible number of elements. Just like with the 80/20 rule, the majority of your audience is generally only looking for a small number of items. By placing emphasis on these items and organizing your site around them, you can funnel traffic to where it is most important. Take Hick’s Law for example: it states that with the increased number of options presented to a user, the longer their decision time will be. If you overload a user with too many buttons, lists, and menus, the better the chance that they will make no decision at all and simply leave your site not knowing where to begin. Similarly, Occam’s Razor states that the simplest solution is more often than not the correct solution. Keep your layout and navigation simple, and users will be more inclined to stay on your site and visit more pages, drastically improving their conversion rate.

Hick's Law: The more options presented, the longer it takes to make a decision

Hick’s Law: The more options presented, the longer it takes to make a decision.

Medical Website Design Performance

On a technical level, keeping your site clean and clutter-free will help your page load and speed up your site. The less the browser has to render, the faster it can convey content to the user. In the mobile space, this distinction can be all the difference in the world, as users who have to wait over 4 seconds for a page to load are overwhelmingly likely to exit your site altogether. In fact, stats show that 61% of users who visit mobile unfriendly sites are likely to leave and visit a competitor’s site instead.

Statistic: 61% of internet users who visit a mobile unfriendly site are likely to leave to a competitor’s site.

Statistic: 61% of internet users who visit a mobile unfriendly site are likely to leave to a competitor’s site.

Medical Website Design Expertise

Clean design also imparts on your website visitors that you are an expert in your field. How so? When we are in the process of making a purchase decision, we weigh a variety of options including those called “surrogate indicators of quality.” Research has shown that people are more likely to buy more expensive versions of the same product because of a perceived increase in value (it costs more, therefore it must be better). Much in the same way, relaying content in a clear, straight-forward manner, with only a handful of incidental elements such as forms and Calls to Action, tells your visitor that you know precisely what matters, cutting out the fluff. This seemingly innocuous difference is an indicator of the quality of your services. In your audience’s mind, a good medical website design means a good medical professional.

If you’re ready to take the editor’s pen to your site, contact Omni Medical Marketing for a Free Medical Website Analysis where we will evaluate your site and give you recommendations for improvement at absolutely no cost. We think you will quickly see why the knowledge and insight behind every Omni Medical Marketing website makes them the best in the industry.

How Does A/B Testing Help Your Medical Practice Website Design?

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What is A/B & Multivariate Testing?

A/B & Multivariate Testing may seem like a complicated subject, but it’s actually pretty simple. Basically, with A/B Testing, websites can serve up two different forms of content to track which version performs better. Not sure if an orange or a purple button will better entice users to click on it? With A/B Testing, you can remove the guesswork, turning hunches into facts, and know once and for all. Using this method of testing can greatly increase key metrics for your medical website design including leads, registrations, downloads, and, most importantly, revenue. So how does it work?

Let’s take an example. Almost all major news sites today use A/B Testing on headlines to see which version drives more traffic. First, two different headlines are chosen, the A (base) headline and the B (test case) headline. Both are then applied to an A/B Testing Tool which will serve up the two versions equally, at random, to different visitors. Once a statistically significant variation in results is determined for which headline users were likely to click on more, the A/B Test concludes the winner and scraps the alternate, losing version. Multivariate Testing is slightly different in that you can apply more than one test case, serving up a wide variety of different versions. The hard data and science behind the test, regardless of which style of testing, definitively shows which headline is objectively better for generating more visitors to the site.

Using A/B (Split) Testing can help determine which Call to Action is best

Example: Using A/B (Split) Testing can help determine which Call to Action is best.

The applications of A/B Testing in medical website design are extensive. With the primary goal of your website being patient lead generation, there are many important avenues to optimize such as capturing visitor’s information via forms, encouraging direct phone calls or email, and conveying physician expertise. So what kind of A/B tests could you run with this in mind? Here are just a few examples:

1)      Placement and styling of a phone number

2)      Number of fields in a contact form

3)      Before/after picture selection

4)      Type of home page banner image

5)      Call to Action button style

6)      Video introduction versus pictures with text

As you can see, there are a number of different ways to go about optimizing your site for better conversion rates. Do you know what types of changes you can make to get your medical website working better? To get started with A/B Testing and see how Omni Medical Marketing can improve your medical website, contact us today!

Call 800-549-0170.

5 Ways to Improve “Call to Action” on Your Medical Website

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Your website is the face of your medical practice and needs to quickly and powerfully translate your brand to visitors. Once a visitor has connected with your message, the next step is to turn them from a lead into a conversion. The typical ways of converting visitors into clients is via “Call to Action” elements such as contact forms, buttons, and social media subscription (i.e. like us on Facebook or follow us on Twitter). However, having these Calls to Action is not enough. Great care must be taken to optimize these important elements of your site to maximize their effectiveness. There are a number of ways in which Calls to Action can be optimized using a few tricks from the User Interface toolkit.

Decisive Language

An example of using decisive language to improve the Call to Action

Example: Using decisive language to improve the Call to Action.

Calls to Action need to have concise, forceful language to encourage interaction. While “Click Here” is certainly simple and effective, changing button text to be more goal-oriented typically results in better conversion. Phrasing the text with action such as “Get qualified today!”, “Sign me up now!”, or “Yes, I want a free trial!” gives the user a clear indication of what they will accomplish and how to proceed. Filling out long forms will certainly turn most off upfront, but easing them in with the end-goal of their experience can lower that friction making the interaction seem more instant. Adding language with time sensitivity can also help as it adds a sense of immediacy. You always want users to know what they need to do next and the language of your Call to Action is your best way to achieve that.

K.I.S.S. (Keep It Simple, Silly)

An example of using simplicity to improve the Call to Action

Example: Using simplicity to improve the Call to Action.

Nothing will drive traffic away faster than requiring more action than is necessary from a visitor. Forms need to capture only the most vital information with low chance of error. Why be strict about the precise format of a user’s phone number? Let them fill it out the way they see fit and get them on their way. Likewise, Call to Action buttons shouldn’t have multiple sentences in them. Get the user moving on to the next step. While you want your buttons and forms to stand out, keep the design consistent, easily visible, and recognizable. Speed and ease of use is the name of the game in lead conversion. Once the user’s basic information is captured, you have more leeway in how to interact with them but you need to make the initial barrier to entry as low and unintimidating as possible.

Contrast

An example of using contrast to improve the Call to Action

Example: Using contrast to improve the Call to Action.

Make your Calls to Action stand out. Use a different, brighter color for buttons. Use white space to make forms pop so they appear less crowded and more inviting. You want your Call to Action to be easily distinguishable from the rest of the page. If the user needs more content before making a decision, provide it by all means, but keep it from competing with the ultimate goal of moving the visitor on to the next step or interaction.

Fitt’s Law (Use of Space)

Fitt's Law states larger, close by Calls to Action generally perform better

Example: Fitt’s Law states larger, close by Calls to Action generally perform better.

Without going into too much detail and dredging up scarred memories from your high school math courses, Fitt’s Law is essentially an empirical model which predicts user action based on a target’s size. Translation: the bigger elements are, the easier it is for users to interact with them…to a point. Your Call to Action should be located in an obvious space on your website with minimal distance to travel to. This means a button should be large enough to be easy to click or tap on and not too far away from all the other action on your page. While making a button big and close by seems like common sense, there is a point of diminishing returns. The larger a Call to Action is, the smaller the boost in usability you will get by increasing its size further. Fitt’s law is especially important when considering the layout and design of your Mobile Medical Website. The main takeaway from Fitt’s Law is that all User Interface elements should be grouped together and big enough so that there isn’t any considerable distance between them.

A/B Testing

Using A/B (Split) Testing can help determine which Call to Action is best

Example: Using A/B (Split) Testing can help determine which Call to Action is best.

Finally, you can utilize split testing to serve up different Call to Action methods to test which one better performs. This requires a bit more leg-work and time/budget costs, but can dramatically improve website efficiency. Basically, you design two different elements and then randomly assign them to unique visors and log how each performs independently. Don’t know if a big, green button is better than a small, slick form? Use them both and let your users decide which they prefer without even knowing it is a test. A/B testing also helps remove opinion from the process to objectively answer questions about the quality of a Call to Action, solving the question of what works best once and for all.

If you would like to see how to put these tactics to work in your Medical Website Design as part of a Medical Marketing plan, contact Omni Medical Marketing today. Let us start improving your conversions now.

How to Follow Up With an “Email Only” Lead

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As many of you know, most of your potential new leads from your medical website design come in the form of an email. While most surgeons know exactly what to do if there is a phone number attached, so many miss out on the great opportunities from these “email address only leads”. The low percentage of procedures you perform from “email address only leads” can be turned to be one of your greatest sources of revenue and here is why.

Reasons You’re Not Getting Appointments Out of “Email Only Leads”

After numerous hours of research we have found that most surgeons or patient coordinators will send out one simple email response in the form of a template with no further follow up. Most assume these interested parties are nothing more than interested at the time they fill out a contact us form then change their mind, never having interest again.

This is simply not true!

We all know the majority of people electing to have cosmetic surgery turn to the internet for answers to their question. I would certainly agree that someone who provides an email address could be anywhere from six months to one year away from actually selecting a surgeon and having a procedure performed.

Since most of your competition doesn’t take long term follow up seriously you have a huge advantage over your competition. It is common for one persons to visit anywhere from 2-5 plastic surgeons website while doing their research. This means that two or three other surgeons received the same information from a potential patient that you did.

The practice that puts this particular lead on a long term action plan will be in the best position to build a lasting relationship resulting in more procedures being performed.

How to Make “Email Only Leads” One of Your Highest Sources of Revenue

Your action plan for success should include first and foremost a personalized email providing enough information to comply with the request, but not so much to not make room for questions or calls to action back to your office. Always ask questions requiring a response. Engaging people should be your top priority.

Your second outbound email should have an incentive attached to it. Give them a reason to set up a consultation and provide a phone number! This email should contain a link to your facebook page. Ask them to like you so that you increase your popularity, and your long term follow up can be done without so much heavy lifting.

Your third email should always happen within ten days of receiving the initial request. At this time it is critical to offer them an incentive to become loyal to you. A printable certificate offering a discount good for up to one year, an iTunes gift card for coming in to your office, or anything creative that you can use as a tool to build loyalty will pay off over the long term.

After the third email – back off, but don’t go away. In my opinion the only time a lead dies is when…well it’s when they actually die. Emailing a newsletter once per month will always keep you in the back of the mind of someone, keeping your business in front of them on social networks is a must, however it should never replace a well written, informative newsletter.

“Email Only” Leads are a Long Term Commitment, But it Pays Off…

In closing I want you to focus your attention to March of 2010. If you received 100 email only leads who were one year away from actually having surgery, and you kept just 50 percent of them in front of you how many additional procedures would be performed at your practice this month?

Let your competition’s weakness be your strength.

Long term loyalty offers so many benefits to you and your practice, one to point out is price. We all know price shoppers cost you procedures or net profits. Offer a higher level of service by treating your email address only leads with the highest level of value and in time they will see the value in you.

To your success!

For a complete long term action plans at no cost contact Patrick directly at 303-588-8187 or email him at Patrick@omnimedicalmarketing.com

Turning Phone Calls Into Closed Procedures

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As most people know the sales process for nearly every industry begins with a phone call. Unfortunately the process ends hearing something like “ok I will call you back” or “thanks for you time”. The horrors of being thanked for you time, it’s the ultimate in rejection.

So why is it that all the very interested captured callers never make their way into your office?

Do not try to sell any services or products over the phone. It has been said that verbal communication is less than 20% of communication spoken. This is the perfect time to grab a pen a paper, its time to discover the decision making process of your soon to be new client. Questions can be answered by asking questions with a small price to be paid first. I call it give give take.

Here is a great example of giving before taking:

Hi, my name is Sara; I would like to know how much you charge for breast implants?

The give:

Sara, that’s a great question (validation!).

The give:

In fact Sara if I myself were looking to have cosmetic surgery done I would research costs too (oh? what’s this? You just related to Sara…better yet Sara can now relate to you).

Now its time for the take:

Sara, besides the cost what are your top five concerns while selecting the right surgeons for you? (Write this down! Sara is now going to tell you exactly how she is going to make a decision). These concerns you will use during the office visit keep them handy (see my blog on the office visit).

Time for the close.

Remember you are closing the in-office appointment and nothing more.

Now explain:

Sara it is probably best that we meet face to face. It is very important for me (give) to make sure you choose the right surgeon, staff and facility.

What typically works best for you- morning’s afternoon or nights? (There is only one way she can answer this and that answer isn’t NO).

Mornings work better for me Dr. Fantastic;

I have consultations available on Wed and Thursday. What day works better for you?

Wednesdays

Okay fantastic. Wednesday of this week or next week (this week will increase your show ratio).

Sara I have a 9:15 or 10:45 which would work better for you? (Always set appointments at quarter till or after. This will increase your show ratio nearly 40%, people remember 10:15 much easier than they do 10 or 11.

Great Sara I look forward to seeing you then!

Try a few of these techniques and see if you don’t increase your appointments, show rate and overall sales!  A solid medical marketing plan will get you part of the way there, but closing phone call leads will be essential to the success of your medical practice.  On top of Medical Website Design, and Medical Practice SEO, Omni Medical Marketing takes great pride in helping medical professionals drive new business to their practice as well as close leads.

Patrick is the Co-founder and director of business development at OmniMedicalMarketing.com Contact Him directly at 303-588-8187 or patrick@omnimedicalmarketing.com