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SEO

Effective Photo Galleries Are Worth More Than 1000 Words

A misconception in aesthetic medical websites is that before-and-after imagery is intended solely to demonstrate great patient outcomes. That’s vital, of course, but photo galleries that can deliver more (and better) patient inquiries are thoughtfully designed to offer so much beyond that foundation: Independent practice editing (Content Management Systems or CMS) Search Engine Optimization (SEO) Improved conversion through storytelling User friendliness (and resulting satisfaction) It’s no surprise that when practices can independently upload content (through an easy-to-navigate CMS) and showcase their work, they will typically update their photo galleries more frequently. And since currying favor in rankings (SEO) is in […]

The Secrets to Long-Term Success in Online Marketing

In online marketing, the phrase “long-term” is anything but sexy. In fact, the ever-expanding array of new tools and channels, as well as a dizzying pace of change with existing ones (are you listening, Google?) has conditioned us to think short term. Ironically, this has happened at the same time as search engines are increasingly emphasizing non-technical, long-term values, such as reputation and user experience. So, while they are ubiquitous, these new, shiny objects in online marketing are not where the real advantage will be had, and the fundamentals of success remain rooted in long-term objectives. Of course, advances in […]

Online Marketing of Healthcare Practices: It’s a Digital World

And no, that doesn’t mean digital as in ones and zeros or bits and bytes It means online promotion is a digital world where elective healthcare practices either get ranked sufficiently high in search engines to make impressions or they don’t. A practice website is viewed by potential patient eyeballs, or it’s not. The healthcare provider receives a phone call, an email inquiry, or a newsletter subscription, or it does not. There’s no such thing as half a surgery or half a procedure. Likewise, in online medical marketing, there aren’t half impressions, half clicks, or half inquiries. When executing a […]

The Value of Time

When elective healthcare practices initially interview potential Web providers so much of the conversation focuses on initial cost when true financial concerns should revolve around potential ROI. But in reality, that’s not the most critical component. The most critical component is time.  Let me explain. The path that maximizes ROI First let’s assume that you’re an elective healthcare practice so you’ve done your homework and learned effective website design, optimization and subsequent marketing initiatives returns on investment at rates of at least 8:1 or more. In many elective healthcare practices, online marketing done correctly earns hundreds of thousands of dollars […]