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SEO Tip 1: Optimization of the Strategic Keywords

Since keywords are the terms used by prospective patients who are searching for an aesthetic  surgeon – without the appropriate keywords optimized, obviously less traffic will be generated to your site.  Having said this, don’t fall into the trap of believing a less relevant keyword with higher Google traffic means greater exposure for your site.  Search engine web crawlers (robots) will verify keywords in relation to content and your site can actually be penalized for those terms that are not relevant or are misleading. A variety of relevant keywords must be targeted to your procedures, or you will miss opportunities to attract prospective patients and your SEO investment will be largely wasted.  

SEO Tip 2: Having a  Uniquely Branded, User Friendly Website

Once your website is clicked on, you need prospective patients to land on a home page that is not cluttered and easy to navigate in respect to the specific information they seek.  Consider what your prospects need to know about you before making the choice to contact your practice for a consultation.  Too many sites attempt to offer too much diversified content on the home page.  Navigating to what the prospective patient truly wants can be frustrating in the face of such clutter.  Clear statements are essential.  Most importantly, your home page needs to set the stage to uniquely separate you from competitors.  Thereafter, your branding content and user friendly navigation must carry forward  throughout the entire site.   Web designers and SEO professionals often miss the unique qualities a surgeon offers and attempt to entice prospects with a scattered, rather than a targeted, unique approach.  While smart navigation can be accomplished by an expert designer, practice branding is certainly a key element which requires a great deal of thought and creativity – far beyond the scope of most web design companies.  

SEO Tip 3: Place a Valuable Offer that is Prominently Displayed

Studies indicate most prospective patients are aware that a well qualified aesthetic surgeon rarely offers discounted pricing.    While there are some individuals who purposely search for “cheap” prices and deals, the majority of patients prefer a surgeon who takes the high road.   When it comes to actual surgery where a person’s well being is at stake, established value almost always overcomes price.  Having said this, prospective patients are more likely to respond to an incentive.   The ability to review a surgeon’s pre and post-operative results is certainly essential and this is what most prospective patients search for on a web site.  However, being able to visually meet your patients and hearing their comments carries a prospects interest to the next level.  For this reason, an incentive I often recommend is the offer of a Free DVD which features selected patients of a practice discussing their surgical experience and outcomes.  My associates and I have likely produced more than 200 of these presentations and without exception they have provided those practices with an excellent response incentive.
Certainly, there are other types of incentives you can consider. If a surgeon has written a book pertaining to aesthetic surgery, he or she could offer it to prospects at no charge when they book a consultation.   Offering skin care specials is another method of acquainting prospective patients with your practice. Regardless of the offer you choose, providing an actual incentive to respond has proven to increase response. 

SEO Tip 4: SEO + Email Marketing Strategies Creates more Cost- Effective Productivity          

There is an old adage that rings true in terms of the importance of maintaining relationships with prospective patients:   “Out of sight – out of mind.”  An important study which HMA conducted revealed that 92% of prospects who contacted a practice with interest in a specific aesthetic need, had a procedure performed within a period of two years.  Of course, most had their procedure completed within six months to a year, but unfortunately, it was not always with the practice the patient initially contacted.   This is why it is so important to remain in constant communication with prospective patients. 
The effective utilization of social media is an excellent method of accomplishing this objective, (which I will discuss shortly).   In the meantime, we have found that monthly e-mail “News Briefs” have been a highly effective tool.   Whereas newsletters are far too lengthy in content for the average individual who reads less and views more, the News Brief format addresses interesting subject matter quickly and succinctly.   If a practice wishes to expand upon certain subjects, prospects can be invited to read more if they choose, but if not, the key elements are available on one easy to grasp page. 
One of the important tasks of a News Brief is to induce prospective patients to return to your web site.   Therefore, I generally suggest a tantalizing offer (ie: skin care or Botox special, etc.) be prominently headlined with a link which takes a prospect directly to the home page of the practice website.   It is surprising how effective a prospective patient’s return to a practice website can be in rekindling interest in a procedure and in particular, the surgeon. 

SEO Tip 5: Creatively Utilizing Social Media                

Social media gives practices a voice and a way to communicate with patients and prospective patients.  It serves to personalize your "brand" and helps you to spread your message in a relaxed and conversational way.  The challenge in utilizing social media, is that it must be a part of your everyday life in order to keep the momentum and attention you need for it to be successful.  In addition, the proper usage of social media serves to foster credibility.  For example, according to a recent study, 41 percent of Internet users trust the information published on Facebook.   However, if the information was posted by a “friend,” the level of trust grew up to 64 percent.  
Social media makes a surgeon “real” to prospective patients.  However, if you want prospects to continue to follow you it is critical to avoid commercialism, but instead share your personality with them.   It is also important to be consistent with your postings.  If not, you have wasted time and effort.  Most practices I work with are quite busy and have little time to invest in actively maintaining social media resources. Therefore, it is often customary that I assign an associate the responsibility of working with a specific staff member to gather interesting information, which in turn is consistently posted.   .  
Finally, do not limit your social media activities to Facebook.  You will find additional advantages to incorporate such resources as YouTube, Merchants Circle and LinkedIn in your marketing efforts.   Additionally, a monthly blog is essential in your social media networking.  Here again, if you do not have the time, have your practice consultant write these blogs and submit them for your approval. 


Coming in the Next Aesthetic Practice Marketing Newsbrief:
The Art of Search Engine PPC Marketing

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