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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Web Design

5 Key Elements of Medical Practice Website Design and Development

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In any good Medical Marketing plan, website design and development should not be overlooked.  Medical Website Design and Development can play a key role in SEO and the overall marketing for your website.  Take a minute to read through the 5 key elements of Medical Practice Website Design and Development below to ensure that you are seeing the results that you deserve from your hard work.

 

  1. Looks Matter
    • Too much or too little; if your website looks like it is part of the Vegas Strip or Times Square, it can quickly turn people off. The first 3 seconds matters. Three seconds will buy you 30 seconds, and those 30 seconds will buy you three minutes. Yes, your site needs to be pleasing to the eye, however, most people do not want to feel like they are being sold or advertised to. Remember what attracted people to your website to begin with. It was the content, not over the top graphics and a sales pitch. Yes, the internet has turned into the number one source of marketing, but it’s not necessarily what people are actually looking for.
    • Having a dated website, that looks like it was built ten years ago by the kid who lives next door, will give the impression that you are out of touch.  Some of the most cutting edge websites out there are simple, clean and yet elegant. A Chrysler 300 may appear to have the elegance of a Bentley.  That is until a Bentley pulls up next to one.  Both cars have very similar lines; however, a 300 will never match the class of a Bentley aesthetically. You can keep it simple and have all the class in the world.
  2. Navigation
    • Keep the overall navigation simple throughout all pages. Using top navigation on one page, left on other and right on the next will turn people off.
    • Make sure there are easy to find buttons/links to your photo galleries.
    • Phone number/address: Many sites we review make it very difficult to find the phone number of the medical practice on their website. Make sure it is clear and visible on every page. This alone will increase conversion.
  3. Content, content, content
    • Give people what they want and need right away.  Navigation should quickly allow your audience to find out who you are, what field you are in, what services you offer, what hours you keep, and how to contact you. When navigation is done correctly, people will never question what services you or your medical practice provide.
    • Consider offering downloadable content, like brochures that people can share at the dinner table. Not only will this provide the user with the information they want right away, it will give them something to look at time and time again. Allow people to email these brochures to their friends and family. Get creative with the message that you want people to receive.
  4. Make sure people can find you.
    • We made our name providing medical practices and plastic surgeons with top notch SEO. We certainly recommend you working with a reputable SEO, that specializes in medical practice websites. However, there are a few simple tricks you can to do help.
    • Name all of your photos relative to what they are. If you are a plastic surgeon in New Jersey each one of your photos should be named something like FaceliftNewJersey-01.jpg . This will let Google know what the photo is and provide you with a better chance of being ranked for that term.
    • Find more ideas on the SEO section of our blog: Medical Marketing | SEO
  5. Use Social media for your medical practice.
    • Being active on social media gives people the opportunity to provide you with more referrals. Each time your post is shared, your reach multiplies greatly. Because these shared posts are coming from friends, the value of the post is very high.
    • Consider using software to limit the time you need to invest, while actually increasing the amount of social posts being pushed out. We offer our Social Media Software with a free trial period.  This allows you to see the results with no risks.
    • Post messages that matter. Blogs, useful health tips, and interesting news stories will demand more attention. If people find value in your message, they will keep coming back and will be more likely to share this information.
    • Post on the weekends. People log into Facebook daily, but actually spend the most amount of time there during weekends. Posting during that time is highly recommended. This is also a time where your competition is most likely not posting. It’s Win-Win.

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.

Medical Website Development Best Practices: Don’t Blend Your Code

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Today’s Medical Website Development best practice may seem complicated, but the important thing to remember is that it could save you money and time down the road.  As website development continues to evolve, the development of websites has made maintenance and updates much simpler.  If a website is properly developed from day one, even a complete overhaul of the Medical Website Design and appearance of a site can be drastically changed, while still maintaining the original framework and content.   By changing the style sheet, your website can have a completely different layout and feel, without actually changing any of the internal pages and structure.  A website that does a great job illustrating this fact is www.csszengarden.com.  By simply clicking on other designs, you can see dramatic changes to the site without actually changing any of the actual content.

While the details can be slightly complex, the premise is simple.  Making stylistic changes to your site can be done in one place and yet affect every page of the site.  This hasn’t always been true.  Using the most advanced website development methodologies can make changes to your site much simpler and less time-consuming, and this translates to lower costs.

As is always the case, limiting the amount of code necessary and following best practices also translates to better Medical Website SEO.  Google, Bing, and Yahoo don’t want to sort through line after line of HTML code any more than the average person.  Having all of your content, design, and behavior code neatly organized and separate will also limit the amount of code that the search engines have to dig through to get to your content.

Modern medical websites are made of three basic components:

  • Content
  • Design
  • Behavior

Modern medical websites are created using three basic kinds of code:

  • HTML
  • CSS
  • Javascript

Each kind of code should be used in a limited fashion, and as strictly as possible:

  • Content is controlled (“marked up”) with HTML.
  • Design is controlled with CSS.
  • Behavior is controlled with Javascript.

Best Practices demand that we keep these three types of code separate. Mixing your code together makes future updates much more difficult. When I say “difficult”, I mean time-consuming and expensive. You’ll see what I mean in a just a moment…but first, take a look at these two paragraphs:

<p style=”color: green”>This is a paragraph with green text.</p>
<p class=”cta”>This is also a paragraph with green text.</p>

The first paragraph (<p>) is a mixture of HTML and CSS – a blend of content and style. The instructions for making the text green is right there in the HTML. It’s a simple and easy way to get things done, so a lot of designers do this.

The second paragraph (<p>) doesn’t contain instructions for making the text green. Instead, the paragraph has been given the class “cta” (stands for Call To Action). The instructions for making the Call To Action green are in a separate file: the stylesheet. This requires putting code into separate files, so a lot of designers don’t do this.

There’s a very significant difference between these two paragraphs. While they both contain green text, only paragraph 2 is future-proof. Consider: three years from now, you may want to change the color of your Calls To Action from green to blue. How is that done? Take a look:

<p style=”color: blue”>This is a paragraph with blue text.</p>
<p class=”cta”>This is also a paragraph with blue text.</p>

At first glance, there doesn’t seem to be any difference…right? Let’s think this through together. The first paragraph required a change – in the HTML – from style=”color: green” to style=”color: blue”. The second paragraph’s HTML stayed the same, but required a change in the stylesheet (CSS) to do the same thing. So why is one technique so much better than the other? Simple: your website has more than one page. Your Calls To Action appear all over the place, right? Changing them all from green to blue can be either incredibly simple or incredibly time-consuming. Instead of dealing with two paragraphs, we’re really dealing with dozens, or hundreds, or even thousands:

<p style=”color: green”>This is a paragraph with green text.</p>
<p style=”color: green”>This is a paragraph with green text.</p>
<p style=”color: green”>This is a paragraph with green text.</p>
<p style=”color: green”>This is a paragraph with green text.</p>
<p style=”color: green”>This is a paragraph with green text.</p>
<p style=”color: green”>This is a paragraph with green text.</p>

Changing these six paragraphs from green to blue requires six separate changes. If you have dozens or hundreds of changes to make, you must change green to blue individually, dozens or hundreds of times. Now see the Best Practice:

<p class=”cta”>This is a paragraph with blue text.</p>
<p class=”cta”>This is a paragraph with blue text.</p>
<p class=”cta”>This is a paragraph with blue text.</p>
<p class=”cta”>This is a paragraph with blue text.</p>
<p class=”cta”>This is a paragraph with blue text.</p>
<p class=”cta”>This is a paragraph with blue text.</p>

Changing these six paragraphs from green to blue requires only one change, in the stylesheet. They’re all Calls To Action, and they’re controlled by a single line of CSS. Changing the color can be done in moments…along with the font, size, style, etc. That’s what I mean by “future-proof”: you can change dozens, thousands, or even millions of paragraphs on your website all at once. Making even a simple change like this reduces what would normally take hours or days into a one-step process.

A well-made website is as future-proof as possible, making changes quick and easy instead of frustrating and expensive. Future-proof your website by keeping your code separate. Don’t mix your HTML with your CSS.

How to Best Optimize Medical Website Navigation for Mobile Users

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When optimizing a Mobile Website Design for users with smaller screen devices, one of the primary concerns is navigation. How will the user be able to quickly and easily get around the site when real estate is at a premium? Designers seem to still be grappling with this issue, so there is a wide array of trends currently seen in the mobile space.

We will examine a few to see the strengths and weaknesses of these different approaches:

The “Shrink-And-Leave” (or Complete Removal)

An example of as-is mobile navigation

Example: as-is mobile navigation

One of the most common and laziest methods is to simply shrink down the navigation and leave it as is. While the development time in this implementation is practically zero, users can get frustrated trying to snipe tiny links with their finger. Likewise, full navigations on desktop rarely look good when forced into a much smaller space without consideration for layout. An even more egregious “solution” is to entirely hide/remove the navigation, dumbing down the site entirely for mobile users.

The Link List

An example of the link list in mobile navigation

Example: the link list in mobile navigation.

Another of the more pervasive methods is to simply lay out a list of the more common site links just below the banner/header of the site. While this method is certainly better for touch users, it can eat up a lot of the valuable screen real estate forcing users to scroll more than they probably should have to before actually getting to the content of the page.

The Fly-out

An example of the fly out menu in mobile navigation

Example: the fly out menu in mobile navigation

To solve the space problem of the link list, clever designers have resorted to fly-out menus which only expand outward once tapped. Usually, these fly-outs are accompanied by an icon that resembles three vertical bars popularized in many native iPhone apps. While this icon could be potentially confusing to users who are unaccustomed to its meaning, the trend appears to be picking up steam quickly as it is currently found on a large number of sites.

Footer Only Navigation

An example of footer anchor mobile navigation

Example: footer only mobile navigation.

A variation on the fly-out menu’s solution to the valuable screen space problem, some sites will resort to hiding the navigation at the top of the site and placing it at the bottom. Often times, this navigation type will have a link at the top (occasionally accompanied with the three vertical bars mentioned previously) that jumps the page down to this footer navigation. While another good way to optimize visual space, this method can disrupt a visitor’s experience by taking them to an area of the page they didn’t anticipate, possibly causing them to get lost.

Select Dropdown

An example of form select dropdown mobile navigation

Example: select dropdown mobile navigation.

One of the more peculiar solutions, which has been gaining momentum, is to make an alternate navigation that relies on a simple dropdown. While perhaps initially perplexing, this allows the operating system (OS) of the user’s device to style and handle the navigation resulting in a more familiar, seamless experience once enacted. This also bypasses the problems associated with styling fly-out menus which can look bad on devices which handle animation poorly or can’t be relied upon for javascript functionality.

Which Mobile Navigation Method is Preferred?

Like the early days of the web when designers were trying to figure out basic functionality in websites, the method for deploying mobile-friendly navigation has yet to be codified. As more and more users turn to mobile devices for the majority of their browsing experiences, we will see which solution emerges as the best and most popular. As web traffic continues to rapidly skyrocket on non-desktop computers, contact Omni Medical Marketing to see how we can best optimize your site for visitors on all devices with Responsive Website Design.

Medical Mobile Website Marketing for Tablets and Smart Phones

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Now that you have seen the Benefits of Responsive Design for mobile sites, let’s discuss the differences between mobile website marketing and traditional website marketing when it comes to user intent.  While Responsive Design is a fantastic option for mobile websites, understanding user intent is equally important to effectively marketing your site for mobile users.  As targeting search traffic can often include understanding intent, Medical Mobile Website Marketing has to understand why visitors are using mobile devices to visit your site in the first place.  With an estimated 25% of healthcare related searches coming from mobile devices, understanding user intent can help to attract the 25% of potential patients that your practice may be missing out on.  Also, with the explosion of tablet sales in recent years, understanding the use of a tablet in a home can also have a large impact on your site’s design, functionality, and content.

Stop and think to yourself, when do you use your mobile device for search, and what is your intent when you begin your search.  While this answer will be different for Smart Phones and Tablets, there is no doubt that the intent will be different than when a search is conducted at a desktop or laptop computer.  With the sale of tablets reaching 40 million units sold in 3 years (It took Smart Phones 9 years to reach that mark), there is no doubt that every medical practice website design should consider a mobile website marketing plan to capture this audience.  Some reports even show up to 25% of all internet users worldwide depend upon mobile devices to access the internet, as they either rarely or never use a desktop computer.

Mobile Device Adoption Rate Post Introduction

Mobile Device Adoption Rate Post Introduction

Mobile Website Marketing: “Facebook-itis”

The fairly recent story concerning Facebook’s IPO plummeting focused around one main topic.  Mobile Website Marketing became a huge problem for Facebook, as more users accessed their social media site through a mobile device.  Since their mobile platform did not support advertising, the plan for revenue growth was greatly flawed.  In this circumstance, one of the largest internet companies in the world ignored the increasing trend of mobile users.  Do not make that same mistake.  Part of any good Medical Marketing plan should be to focus on the future.  What is happening, and what will most likely happen?  By looking ahead in your Medical Marketing plan, you’ll be able to attract potential patients that your competition may be missing out on.  It’s never too soon to start thinking about the future, and with the exponential growth in Smart Phone and Tablet ownership, the writing is one the wall.  If you want to capture each and every person who may be searching for a qualified surgeon, general practitioner, plastic surgeon, or dentist, having a focus on mobile marketing will be a key to your success moving forward.

What is Mobile User Intent?

Mobile user intent evaluates why a user is using a mobile device for search.  In other words, what are the circumstances that lead a potential patient to search for a medical practice on a mobile device?  While there is a percentage of people who rely on mobile devices exclusively for internet access, evaluating why users are using a smart phone versus a tablet might also cause you to reconsider the design of your mobile site.

For tablets, more families are becoming two screen homes.  That is to say that more families keep a tablet nearby when watching television.  Often, it’s a television commercial that drives them to pick up the tablet to learn more about a specific practice or procedure.  A tablet user doesn’t typically have their tablet all day, and it often acts as a “laptop substitute” for quick informational searches.  While a tablet is a mobile device, most tablet owners will not take their tablet everywhere with them, and it’s not always the best choice for people who are on-the-go.

Smart Phones are a different animal entirely.  While a Smart Phone can also double as a “second screen” for individuals watching television, a Smart Phone user is much more likely to always have their phone on them.  Mobile Website Marketing should account for this added benefit by catering to people who are in-transit, or on-the-go.  While mobile Smart Phone devices will be used less seldom for information gathering, it is common for searches to take place for basic information.  That is why a mobile medical website should feature contact information, location, and phone number clearly displayed on the home page, or be easily found in navigation.  Doing so will ensure that the information someone may be looking for is readily available and requires minimal navigation.  Since Smart Phones don’t typically have the same navigation ability that the larger tablet does, having pertinent information on the home page of a medical website will cater to this group of Smart Phone users.

How Does This Impact Your Mobile Website Marketing Plan?

In short, you should always consider the intent of users when designing a mobile medical website.  If a potential patient is using a Smart Phone, chances are, they are looking for basic information about your practice.  On the other hand, a tablet user is much more likely to be looking for more content and information that can help in the decision process.  Responsive Website Design has the ability to cater to both types of mobile user, and even preserves your main site content for the Smart Phone user who may be looking for more information than just the medical practice’s phone number.

By considering the intent of mobile users, you can capture the additional 25% of users that are looking for your medical practice.  Medical Website Design, navigation functionality, and page content can all have an impact on your ability to succeed in the increasingly competitive mobile device market.  Taking the extra time to think about user intent could take your medical practice from being just one of the many options, to the clear choice winner in mobile search.

To learn more about Medical Mobile Website Marketing and Responsive Medical Website Design, contact Omni Medical Marketing to arrange a meeting with one of our mobile website marketing specialists.

Call 800-549-0170.

 

June 2012 Newsletter – Google Plus, SEO, reputation management

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June 2012 Newsletter 

Omni Medical Marketing

Google has made big changes, stay informed and thrive.

Google+ is the newest social network that really matters (because it’s owned by Google), and every business in the world that cares about getting search traffic from Google had better take notice.

This is no small effort, and no half-hearted attempt at creating a social network to battle Facebook (remember Google Buzz?).  The intelligent folks at Google have finally created a social network that has the potential to be a game-changer.

For the savvy Internet Marketer, Google+ has (or will soon) become THE place to be. The integration with other Google services makes it an essential tool for businesses, and the cultivation of the social aspects offers immense potential for interacting with your patients and promoting your practice in multiple channels.

Facebook and Twitter will have their piece of the social marketing pie for the foreseeable future, but their relevance will likely be an inverse relationship with the popularity of Google+.

Based on the minor rant above, we obviously feel that Google+ is going to be important, but what are the specific reasons that we think it’s going to be essential?

5 Reasons Why Your Practice MUST rapidly adopt Google+ — Read more here

Recent survery: 67% of all cosmetic surgery patients found or researched thier doctor online before having surgery.
Omni performs no cost, no obligation medical website design and medical practice SEO analysis for all plastic surgeons at no cost! Contact us today at (800)549-0170, reply to this newsletter or email us at contact@omnimedicalmarketing.com for your free report today.
Orlando Doctor Sues Patient

Orlando Dr. Sues Patient

Yesterday I read a story about a Doctor in Orlando that is suing a patient. This brought up many interesting questions and a few conversations with plastic surgeons late last night.

Very interesting , take a look at the story here-

Michael Giuffrida, MD

June Promotion – 10 Free Microsites!

Our microsites bring power to your main site! Not only do microsites increase rankings they also provide you with a larger piece of the online pie! For the month of June we are including ten microsites at no addtional cost with our elite medical SEO and medical website design package. Read more or contact us today for more details (800) 549-0170

Reputation Management

Reputation Management

With the amount of people doing thier homework on the internet your online reputation means everything. We love giving our readers valuable information, partnering in your roadmap to success. For great medical reputation management check out this series of blogs written by our founder and CEO by clicking here. 

Beverly Hills Institute

Featured Client of the Month!

BevHills.com

Total keywords ranked: 321
1st page rankings: 83
Last month’s traffic: 8365
Traffic from search: 6319

” Our website traffic, SEO rankings, and consultations improved dramatically after we started working with Omni eight months ago. This significant growth has continued during the first quarter of 2012.” 

– Richard W. Fleming, MD

Richard Lesher

Employee of the Month

Richard Lesher, who manages our social media and content writing departments, without a doubt deserves this month’s award. Richard was recently promoted from Social Media Consultant to manager of each department.

A Denver native, Richard gradutated from the University of Northern Colorado with an English Degree which he uses every day while editing and managing our content writing and social media team. We’re proud of Richard and appreciate all of his hard work.


Five fast ways to improve any medical website on a budget

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1.  Stand out from the competition 

If your current site is a template or a customized template, chances are you are losing out to your competitors right from the start. You only get one chance to make a great first impression.  While this has been heard a million times, seldom do practices understand this could be your only impression. Design cost has dropped significantly over the years. What used to cost 10-30 thousand dollars can now cost as little as $2,000, depending on your exact needs and desires. Keep in mind on your quest for a world class look and feel to not overdo it. Often, sites that are overdone, heavy on color, and heavy on Flash will look more like a site marketing something. While marketing online is critical in today’s world for your medical practice, no one wants to feel like they are being sold or marketed to.

2. Content management system

If your current site does not have a content management system, make sure your next site does. With 20 minutes of training or a little time invested in reading blogs, anyone can make small changes to a content management based site such as WordPress. If you are the type who wants nothing to do with editing your website, a content management system still makes sense as it will save you money. Anytime you ask your provider to make a change, it will take minutes of labor not days. If your current medical website and SEO provider is charging for small changes it is for two reasons; 1.They love to find reasons to make you pay for anything and everything or 2. They build on a platform that requires hard coding for simple changes.  Either way it is costing you more than you need to pay.

3. Get feedback on your current medical website! 

The best place to find solid feedback on your current site is from your patients who found you online. Asking an employee, partner or spouse hardly gives you the honest feedback you need. If you ask someone an opinion, you will always get one. If you ask what changes should I make, people will always offer up suggested changes, because that’s what they think you want to hear.   If it’s not broken, don’t fix it! Everybody loves to solve problems and fix things. Who doesn’t love a project, especially when it’s not theirs?  Simply ask a handful of patients who found you online the following questions.

1. What did you like about my website?

2. What didn’t you like about my website?

3. What specifically did you see on the site that made you come in to see us?

Not only will asking your patients give you a better understanding of what triggers the general public, it will also make them feel special.  Everyone loves to be asked for their opinion; it makes us all feel special.

Have a professional medical website and SEO analysis completed. 

Make sure the company performing the site analysis is using non biased information. The last thing you want to do is fix something that isn’t broken. Here at my company, Omni Medical Marketing we not only do them for free, we do them fast.  We generate reports in 24 hours or less, Monday-Saturday. We use third party companies to provide us with accurate and non-biased data, giving you a complete picture of where you are and where you should be. Often times we tell people who have requested an analysis to do nothing at all. I suspect this is because the people requesting them are on top of their game in regards to web marketing which means they are constantly looking for ways to improve their overall marketing.

4. Integrate social media.

I could spend hours making the argument why medical practice social media works and why it doesn’t work, but that isn’t the point. Today, a Plastic surgeon, dental, or any other medical website with great SEO can be a marketing machine.  However, when the web first began to gain popularity 15 or so years ago, having a website to market to the general public worked marginally, if at all. The most important reason to have a website 15 years ago, was the fact it brought validity to almost any business. Patients saw your site, or the fact you had one, as a sign that you were cutting edge, modern and in-touch with the world.

With that being said, adding and integrating medical social media and branding into your site will show your potential patients the same things your site showed them 15 years ago. No one wants to visit with someone who is out of touch, 40 thousand miles from earth, or doesn’t portray themselves as someone who wants to connect with their patients. Social media played a huge part in the last presidential election. I don’t think the message that was being sent out had much to do with it; it was the appearance of wanting to connect socially.

5. Blog Blog Blog ….Maybe

If you and or members of your staff love to write and share the happenings of your office, medical news, breakthroughs, changes in way patients are treated, consider adding and integrating a blog into your site.  We all know people are self-diagnosing themselves online.  How many times has a patient told you, “I read this online,” or “I looked it up online and I have ____ and I need some ____ to treat it.”?  I want to be clear, don’t list symptoms and treatments; do the opposite.  Encourage your readers to NOT self-diagnose, and do it often.

Don’t be afraid to write on personal matters such as family or last year’s Christmas party. Share some of the “bed side manner” people are looking for. If you are going to add a blog, make sure to update it at least four times per month. The more you blog the more often people will come back to read more. The more they come back, the more likely they will be to refer their friends to you!  It’s also important to note that the more you write, the more Google loves your site.  The more they love your site, the higher they list it in their search engine.

Maybe……

If blogging is something you would enjoy and will do often, stop reading here. However if you are not committed to blogging regularly, don’t do it. It will look empty on your site, turning readers off. It will also offer no benefit in the search engines. The last thing I want to do is to suggest you waste your time. Only blog and reap the benefits if you are committed to it and enjoy writing about your practice.

Patrick Chavoustie 

CEO Omni Medical Marketing

patrick@omnimedicalmarketing.com Direct line (303)588-8187

 

 

What Does a Plastic Surgeon Website Cost?

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I am asked this question nearly every day, and I love answering it!

When asked, I have no problem telling our clients exactly what we charge for our plastic surgeon website design, search engine optimization, and what I consider to be the best medical marketing solutions on the planet.

I could go on and on right now telling you how our clients dominate the search engines and gain thousands of valuable visitors to their website each month. I could tell you the exact percentage that each and every one of my client’s sites converts visitors into consultations.

I could also continue on telling you just how much money our clients gross from our services, with each and every part of my “sales pitch” increasing the value of our product, each and every word scream out to you…”Wow this is going to be way too expensive.” Don’t worry, it is not.

Lucky for you, the point of this post isn’t to inform you on how much we charge plastic surgeons for our websites. The point here to tell you how much they cost.

Confused?

Let me explain…

While researching income for plastic surgeons I discovered that the median income reported by plastic surgeons last year was $270,000. 20% of plastic surgeons reported making less than $175,000 while more than 20% reported making $450,000 or more.

What does this have to do with the cost of a website?

Great question…here is the answer…hopefully this will also help me explain the true cost of a great website.

We know it to be true that nearly 71 percent of all people are looking first to the internet while searching for a cosmetic procedure and the surgeon who will perform it.

For example, if we use the top 20% of earners and divide the lowest number of $450,000 by 71% then based on statistics $319,940 of their yearly income is generated from their online marketing efforts.

WOW!

On the other hand, if we take that bottom 20% and divide their income by 71% we arrive at a rounded number of $130,000.

What would you pay for a website that puts you in the top 20%?

Lets not kid ourselves, we know that the largest earners put in more hours, have a great referral base and are able to charge higher fees than so many others do. However, I am willing to bet that many of these top earners put themselves in a position for success using aggressive forms of marketing.

Since we are not kidding ourselves we have to admit that a huge difference between high income earners and low income earners has a lot to do with the way that they market. Investing in a robust, well strategized digital marketing solution can significantly increase your bottom line.

A great website combined with the best plastic surgeon seo solution can take a low income earner to the next level. It can take a mid level earner to the top. In today’s new marketplace having a great marketing plan is invaluable.

What is a bad website costing you?

So back to the subject of this article…what does a plastic surgeon website cost? There really is no way for me to give an exact answer to this question. What I do know is that for many, a poor site and lack of promotion can cost hundreds of thousands per year. Over several years it can cost millions.

Ultimately the most useful question to be asked is …what is your website costing you right now? In addition to the bill you pay your website provider yearly or monthly there are additional costs involved. I like to refer to these costs as “the hidden fees.”

Only you know exactly what net profits are lost each time someone chooses a competitor over you because they were never exposed to your website, waiting room, staff, surgical center or you.

If you are currently seeing a ten, twenty or 30% return on investment from your online marketing, great! It’s not costing you anything, unless of course you realize that you are missing out on a 500%, 800% or 1,000% return on investment.

Have more questions in regards to cost? Please email me directly at patrick@omnimedicalmarketing.com. I hope this helps point you in a direction that will provide great success for the years to come!

Patrick Chavoustie
President & CEO
OmniMedicalmarketing.com

5 Reasons Your Practice Should Use Microsite Marketing

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Microsite Marketing is hardly a new concept in Search Engine Optimization, but it is one of the most underutilized tools available.  A microsite is simply a small site that is built to focus on a small part of your practice.  Most often used for specials or sales, microsites are also an effective tool to focus on one procedure you may offer at your practice.  The important thing to remember with microsites is that you are not building sites for the sake of building sites.  While there are many benefits to microsite marketing, it has to be done correctly to actually have an impact.

Many marketing firms don’t currently use this method to market a client’s practice.  If done correctly, it’s a valuable tool that we use to target a specific audience with a specific message.  Again, if done incorrectly, this can be an effective way to get yourself punished by search engines, and can be costly for a marketing firm to implement.

The 5 Major Benefits of Microsite Marketing

  • Targeted Message to a Targeted Audience:  Using plastic surgery as an example, how often does someone visit your site and have to search to find the procedure that they are interested in having?  Taking some of the more popular procedures and creating microsites can make this much simpler.  By creating a microsite dedicated to breast augmentation, you’ve made it easier for potential patients to find you and learn more about the procedure. 
  • Procedure Specific Content: Focus on the most popular procedures at your practice and write great content designed to get a potential patient’s attention.  Generally, on a main site, you have content that keeps things relatively simple and encourages people to schedule a consultation to learn more.  This is done for multiple reasons.  First to get patients in the door, but second because you don’t want to overwhelm them with information if they’re looking for a specific procedure.  Microsite Marketing allows you to speak directly to a potential patient for a specific procedure so you can be more thorough.
  • Web Presence and Authortiy: If you want to show search engines that you’re an expert on a given topic, one thing they will look for is web presence.  You essentially want to create a larger footprint online that can be easily found within a search in your area of expertise.  By creating microsites, you are expanding your reach online by giving potential patients more areas where they may find your practice.
  • Targeted URL’s Rank Much More Quickly:  Especially when it comes to Bing or Yahoo, a targeted URL can rank quickly in search engines.  For example, the domain, “breastaugmentationkansascity.com” will rank quickly for any potential patient looking to have a breast augmentation done in Kansas City.  Seems simple, right?  By using targeted domains, you can get traffic to your microsites quickly through search, and redirect them to your main site for more procedures.  See updated post concerning Exact Match Domains.
  • Link Value to the Main Site: While linking from a microsite to your main site won’t be equal in value to many sites, there is still significant value in these types of backlinks. As we discussed in the post, “Medical Websites – 5 Fundamentals for Search Engine Marketing” link value is important to your online marketing plan.  Make sure to link to other credible websites that are relevant to your topic though.  Linking all links to your main site may appear as a “link farm” to Google, and you could be penalized for it.

Since microsites are smaller than full websites, they can also be inexpensive to design and develop.  Microsite Marketing creates an inexpensive way to generate new leads with focused content.  To learn more about microsite marketing, contact us today.  We’d be happy to discuss each of the above details further and to get you started on the right track to a successful online marketing campaign.

Call 800-549-0170.

Design Matters: How Professional Medical Website Design Can Increase Your Leads

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Design is all around us. Good or bad, right or wrong, we experience design everyday. From the shape and functionality of a coffee cup, to the layout of a car’s dashboard, design permeates our daily lives in subtle and not-so-subtle ways.

Good design helps us perform routine tasks easier. Great design leaves a lasting impact that can impart radical changes in perception.

Medical Website Design is no different.

From the fields in a contact form, to the presentation of a photo gallery, there are many opportunities to incorporate great medical website design into your medical practice’s website.

4 ways design is one of your most powerful marketing tools:

  1. Design isn’t just decoration. Many people assume design is just the pretty stuff. Pictures, colors, layout and so forth. What people don’t take into account is the subjective power of design, the elements of a website that pull the viewer in and keep them engaged. Design encompasses more than just the right colors, fonts and images. It takes into consideration the process by which consumers research and purchase plastic surgery services.
  2. Your medical website should be welcoming to potential customers, providing easy-to-understand overviews of procedures, while presenting opportunities for the consumer to explore the website for more information. Videos, FAQs and before-and-after photos are excellent ways to present in-depth content and showcase your practice’s expertise and experience.
  3. Effective design empowers the user. It creates an emotional response that entices your customers to take action. This action may be something tangible, like contacting your office directly, or intangible, like bookmarking your site, eager to return as soon as possible. Design guides the site visitor from beginning to end and helps them along the way. User interface design is a large part of this important piece. Are calls-to-action well-placed and legible? Does the layout of your website present information in a logical, intuitive way? Can customers find important information and interact with the site without distractions? Give your site visitors the tools to make decisions and take action. You’ll realize increased leads and greater visibility among targeted audiences.
  4. Design should be memorable and invisible. It should leave a positive, lasting impression but not get in the way of desired outcomes. Does your website provide a clear path to lead generation? Does your website portray professionalism and top-tier medical knowledge? Referrals are an excellent lead source for any business. What would make someone refer your medical practice over another? The online experience is a key part in an overall customer experience. Most consumers are using online channels as the first choice for researching and contacting plastic surgeons. Your website will be the first interaction potential customers will have. Is your site memorable, and will this first interaction be the best possible?

Does your medical practice’s website benefit from professional website design? Are you leaving potential business at the door due to an ineffective and unappealing website?

Contact Omni Medical Marketing today for a no-obligation audit of your website and start benefitting from the power of effective medical web design today! Call Patrick at 303-588-8187