Info

Russ and Randy Podcast | Healthcare's Prescription for Web & Social

Healthcare and Medical Internet Marketing ... "Healthcare's Prescription for Web & Social." Healthcare digital marketing needs vary and so will our episodes. This podcast augments our content on www.RussandRandy.com. Whether you need help starting a website, developing brand awareness, SEO, reputation-management or starting a Facebook account, Russ and Randy are here to help you. We’ll be publishing episodes of “Tips in 10 with Russ and Randy” regularly to help you understand, develop and implement a marketing strategy of your own. Russell Faust, M.D. is a ENT specialist. Russ loves branding and healthcare marketing. He is CEO and Managing Partner of The Windrivengroup, Inc. Randall Wong, M.D. is a retina specialist turned Internet marketing, SEO and social media nerd and founded Medical Marketing Enterprises. Together we hope to give insight and support healthcare organizations, physicians and medical practices how to brand and Internet Market...successfully and correctly. Together, our goal is to support and educate healthcare organizations, physicians and medical practices to successfully, and correctly, connect with their patients (and future patients) through branding and Internet marketing in the digital age.
RSS Feed Subscribe in iTunes
Russ and Randy Podcast | Healthcare's Prescription for Web & Social
2017
March
February
January


2016
December
November
October
September
August
May
April
March


Categories

All Episodes
Archives
Categories
Now displaying: 2016

Internet Marketing for Doctors.....by Doctors.

Dec 29, 2016

This is an introduction to the value of analytics.  Analytics, once installed on your website, gives you data about the behavior and preferences of  your website visitors.  Similar to TV rating sites, this information tells you what your readers like to read.  Knowing the most popular browsers and devices to visit your website allows you to ensure that your website looks and performs...on most popular ways to visit your site.  Analytics is free and an SEO requirement.

All the best!

Russ and Randy


 Thanks for listening. See you next week!  If you have a question or comment, please ask here or on our website.

Please download us at iTunes and leave a review.

All the best!

ITunes Cover Art for RussandRandy.comRuss…and Randy
Healthcare and Medical Internet Marketing
Healthcare’s Rx for Web and Social


Itunes Badge

Dec 22, 2016

Do you have a brand?  Russ and I introduce the concept of "brand" in preparation for an upcoming interview with Duane Knapp...world-class brand strategist.

Your reputation is your brand.  Every doctor, medical practice and hospital has a brand.  Your brand is difficult for healthcare providers to understand because the quality of the actual healthcare provided is but a tiny fraction of what we call brand.

You brand is the sum of all the "touch points" a patient has with your business, office or medical institution.  Every encounter and every interaction a patient has with "you" constitutes your brand.

We discuss our own experience with brand and how important it is to grow your practice. 

All the best!

Russ and Randy


 Thanks for listening. See you next week!  If you have a question or comment, please ask here or on our website.

Please download us at iTunes and leave a review.

All the best!

ITunes Cover Art for RussandRandy.comRuss…and Randy
Healthcare and Medical Internet Marketing
Healthcare’s Rx for Web and Social


Itunes Badge

 

Dec 15, 2016

Lead magnets and value offers are marketing terms used to define the process of engaging your visitor to your website.  What can I give you (the reader) in exchange for your email address?

A lead magnet is an irresistible bribe to exchange something of value for their contact information. 

In the healthcare world, our "value" can be health information, eBooks, recipes (healthy eating), etc.

Listen as to how this is integral to relationship develop and building your practice.

All the best!

Russ and Randy

 


 

Thanks for listening. See you next week!  If you have a question or comment, please ask here or on our website.

Please download us at iTunes and leave a review.

All the best!

ITunes Cover Art for RussandRandy.comRuss…and Randy
Healthcare and Medical Internet Marketing
Healthcare’s Rx for Web and Social


Itunes Badge

 

Dec 8, 2016

Use images in your articles, aka posts, to increase the number of views.  Articles with images are much more likely to be read than those without.  We discuss other advantages to images including attracting attention, adding meaning and information, improving reader retention, etc.

From an SEO perspective, there are "best practices" on how to use stock images most effectively to improve your website rankings.

We also review proper use of images on the Internet and reveal low-cost/free sources of royalty free images.

All the best!

Russ and Randy

 


 

Thanks for listening. See you next week!  If you have a question or comment, please ask here or on our website.

Please download us at iTunes and leave a review.

All the best!

ITunes Cover Art for RussandRandy.comRuss…and Randy
Healthcare and Medical Internet Marketing
Healthcare’s Rx for Web and Social


Itunes Badge

Dec 1, 2016

In this edition, you'll learn why we encourage you to email your patients regularly.

Collecting email addresses in order to stay engaged with your patients and attract others is one of the most powerful ways to grow your practice.

Everyone needs to be collecting email addresses.  Website or not, you should collect addresses now.

Email addresses are an easy way for you to keep in contact with your patients and those prospective patients who have expressed an interest in you and your website.

Engage Your Patients

Patients and your followers appreciate learning more about your practice and their health.  Your periodic email newsletters can keep your audience up-to-date about;

1.  Practice news;  new hires, birthdays, etc.
2.  New Associates
3.  New diagnostic tests or treatments available
4.  New office technology such as an EMR system
5.  Health information - educational articles provide value
6.  Increase your brand

Your existing patients, those with whom you already have a relationship, will become bigger ambassadors of your practice.  This is the first step to creating a stronger relationship with potential patients who might soon convert to patients and join your practice.

Two Ways to Collect Addresses

Manually collect email addresses in the office.  You may ask for addresses when new patients arrive and/or as part of your check-out process.

Set up an email subscription box on your website to collect addresses from visitors to your website. 

Remember to Ask Permission

The Internet is sensitive about spam. 

In the office or on your new patient forms, it's as easy as asking "Would you like to receive our newsletter?"

On your website, the subscription opt-in form will automatically send an confirmation email to your brand new contact.  This "opt-in" verification will be handled by the email service provider (ESP) which manages your subscribers.  Examples include Mailchimp.com and aWeber.com

Start the Engagement

As you collect email addresses, start to publish a newsletter regularly.  Frequency can range from weekly to monthly or more. 

If you don't have a website, you'll need to create an email newsletter to send to your subscribers.  If you do have a website, published articles can automatically generate these regular emails - it becomes an automated process. 

What's Next?

Now that you have started your email collection process...you'll be ready for the next episode on "value-offers" and "lead-magnets."

See you next week!

 


 

Thanks for listening. See you next week!  If you have a question or comment, please ask here or on our website.

Please download us at iTunes and leave a review.

All the best!

ITunes Cover Art for RussandRandy.comRuss…and Randy
Healthcare and Medical Internet Marketing
Healthcare’s Rx for Web and Social


Itunes Badge

Nov 17, 2016

Ever sign up for anything online?  If you did, it was probably a result of a "call to action or CTA.

"Call to Action" is a marketing tool where an instruction is given to initiate an immediate response. There are examples of "Call to Action" everywhere; TV, radio and the Internet.

CTA marketing is very important to Healthcare and Medical Internet Marketing, too.

Listen to this episode of Russ & Randy Podcast to find out what your ultimate Call to Action is for your website. 

Read on.

Purpose of Your Website?

You have a website to grow our practice.  How does a Call to Action grow your practice (see below...)?

It's very simple, in order for you to grow your practice via your website, you need to have potential patients;

1.  Sign Up to your email subscription list
2.  Call to schedule an appointment

These are the two ways a website can grow a medical practice.  Building an email list and generating patient appointments are the only call to action examples you will need. 

A Call to Action simply invites your reader to complete 1 or 2 tasks which are the goals of your website.  They are simple reminders.

Other CTAs might include, but do not necessarily pertain to healthcare;

  • Buy now
  • Download Now
  • Talk to Us
  • Chat Now
  • Click Here

Email List

Everyone in business should be building an email list.  Asking your potential patient to subscribe to your website via email allows you to;

  1. Educate them/provide value
  2. Increase your brand
  3. Update your patients with current practice news
  4. Most importantly - stay engaged with your patients

Placement of Call to Action

The Call to Action should be easy to find and obvious.

There is a special place on every website where your CTA should be placed.  Russ explains why this placement is so critical on both your desktop/laptop version of your site and on a mobile device.

Even on a mobile device, there should be ample room accommodate both an email CTA and a "call now" for an appointment.

Want to know more?

Mobile Responsive Test

As we discuss, use www.mobiletest.me to test your website on a particular smartphone or tablet.  This is much easier than manually searching your website on numerous phones and tablets.

And it's free.

Next time you go to a website, listen to the radio or watch TV - see if you can find the CTA!


 

Thanks for listening. See you next week!  If you have a question or comment, please ask here or on our website.

Please download us at iTunes and leave a review.

All the best!

ITunes Cover Art for RussandRandy.comRuss…and Randy
Healthcare and Medical Internet Marketing
Healthcare’s Rx for Web and Social


Itunes Badge

 

 

 

Nov 10, 2016

In this episode, Isaac Porter, M.D., a solo practitioner in Raleigh, North Carolina is interviewed.  Listen how he uses his website and video to successfully market himself.  Learn his most effective digital tool in helping him get new patients.

Isaac and I met several years ago as we share a common interest in Internet marketing and social media. 

This interview was recorded at the recent AAO meeting in October 2016.

Elephant in the Room

Well not actually in the room, but just outside our "quiet" office space we found in the McCormick Place in Chicago was a construction zone.  The background noise is from a helicopter lifting generators to an adjacent roof top.

While the background noise could not be digitally cleaned, he has some great "pearls" and insights on how he successfully implements YouTube and reviews to market his practice.

Enjoy!

Who is Isaac Porter?

Isaac is an ophthalmologist and cornea specialist.  He is now in solo practice after having purchased his practice from his senior partner.  Isaac describes his older partner as an "early adopter," having a website as early as the mid-1990s.

Patient Education

Porter Ophthalmology has a website, video blogs and produces a written transcript from each video.  To date, there are approximately 130 patient education videos on YouTube where various eye diseases are discussed.

Self-Produced Content

These videos have taken him about 4 years to produce.  He produces the videos himself using a DSLR (Nikon D5000) in his office.  Episodes are continuous and not edited.  Videos are short, between 2-2.5 minutes each.

His videos, a series called "A State of Sight," have attracted almost 600k views.

It's important to notice that he does NOT pay a commercial vendor for video production.

Team Approach - Trickle Down

Porter Ophthalmology takes the team approach, all sharing in their digital marketing strategy. Though Dr. Porter takes the lead, it is quite clear that the entire "team," shares in their marketing effort - truly impressive.

Isaac takes the lead by asking patients for reviews and the team follows up with emails including directions for both mobile and desktop.

Each team member contributes to the effort of producing content.  Listen how they do it!

Isaac Porter, M.D.
Porter Ophthalmology
Raleigh, North Carolina
www.EyePorter.com

Twitter:  @eyeporter


Thanks for listening. See you next week!  If you have a question or comment, please ask here or on our website.

Please download us at iTunes and leave a review.

All the best!

ITunes Cover Art for RussandRandy.comRuss…and Randy
Healthcare and Medical Internet Marketing
Healthcare’s Rx for Web and Social


Itunes Badge

Nov 3, 2016

Both Russ and I are physicians who independently wandered into Internet Marketing over the past 10 years.

Russell Faust, MD, PhD is a pediatric ENT surgeon and I (Randall Wong, MD) am a retina specialist.

In this episode we talk about ourselves and how it is that two physicians are collaborating to create a podcast on Healthcare and Medical Internet Marketing.

Though we preach about the About Page, we have neglected to be fully transparent about ourselves...until now.

About Russ

The condensed version is that Russ became annoyed with patients arriving in his office with reams of health MIS-information from Dr. Google (the Internet).  His mission was to provide his own information about pediatric ENT health maladies on his own website, BoogorDoctor.com.

In a short while, he was noting traffic ranging from 20-30k per month. 

Using his experience, he forged into the Internet Marketing world, first helping friends and the like and found his niche in brand strategy for healthcare systems.

Russ may be contacted by visiting www.russellfaust.com.  Alternatively, here is his email:  rf@russellfaust.com.

About Randy

As a retina specialist (ophthalmologist), I became frustrated after creating a huge website for my group in the mid-1990s and not being able to search/find ourselves on the Internet.   We were unwilling to pay for blackhat gimmicks to get our website to rank.

Google has made the Internet more objective and trusted and I entered healthcare and medical Internet marketing by creating my own site www.retinaeyedoctor.com.

Like Russ, we became quite good at content marketing and getting our pages to rank.  Not only do I get patients from all over the world, but I found that patients really enjoyed the information.

Medical Marketing Enterprises, LLC was co-Founded with Amy, my attorney wife, who shares the same passion and knowledge about the Internet.  The company teaches and consults about SEO, website rankings, patient engagement and reputation management.

Email: randall.v.wong@gmail.com

About "Russ and Randy"

Very few docs understand or take Internet marketing seriously.  Russ and I "followed" each other for several years before collaborating for this podcast.  One of these days we'll get around to writing a book, too.

Our hope is combine our efforts to create courses and seminars.  There is a growing need for doctors and healthcare institutions to understand the importance of engaging the Internet to grow their brand and business, but do it sucessfully...and correctly.


Thanks for listening. See you next week!

Please download us at iTunes and leave a review.

All the best!

ITunes Cover Art for RussandRandy.comRuss…and Randy
Healthcare and Medical Internet Marketing
Healthcare’s Rx for Web and Social


Itunes Badge

 

Oct 27, 2016

Nothing makes you an authority like writing a book.  A book can establish you as an expert.  Writing a book for your patients can be the catalyst you need to successfully market yourself.

And it's not as difficult as you think.

There are many advantages to writing your own book, even for doctors and other healthcare providers.

Russ interviews renowned healthcare author and speaker, Lynda Goldman in this episode.

Exceed Your Own Authority

Writing a book makes you an authority, it makes you an expert in that field.  Even for healthcare providers, including doctors, writing a book can establish you as a leading expert in your particular niche.

Writing a book, directed to your patients, can educate them and your community.  Lynda discusses how educated patients can improve office efficiency and how they can become happier and healthier.

Advantages for YOU

The obvious advantage of writing a book is to grow your practice.  In doing so, your professional brand improves perhaps leading to speaking and consulting opportunities. 

Russ and Lynda talk about less obvious, but very intriguing, benefits of writing your own book.

Write a Book in 3 Months

Get started! 

Writing a book can be easier and cheaper than you think.  Whether you simply want a book on Amazon or a more traditional version, writing a book can be easy with Lynda's advice and "hacks."

Listen how you can avoid hiring expensive ghost-writers, publishers and agents.  You can even publish a book without ever writing.  Ever think of self-publishing?

Free Seminar

Lynda is offering a FREE Writer's Road Map.  This 5 Day course will teach you the methods and secrets Lynda has used over the past 25 years to author over 40 healthcare and wellness books!


Thanks for listening. See you next week!

Please download us at iTunes and leave a review.

All the best!

ITunes Cover Art for RussandRandy.comRuss…and Randy
Healthcare and Medical Internet Marketing
Healthcare’s Rx for Web and Social


Itunes Badge

 

 

 

Oct 20, 2016

How do you convert patients from the Internet?  There is an actual process by which a "follower" becomes a patient. 

In this episode Russ and I define the 3 components that will allow you to understand how your website and your content can engage your next patient.

We talk about the need to establish yourself as an authority, provide value and developing trust.

Authority

We are healthcare authorities.  We are healthcare experts.

The content you provide on your website must be credible and clinically accurate.  Fortunately, as healthcare experts, this should be natural.

In addition, our readers understand us to be authorities on healthcare.  In any other industry, the website owner (us) has to earn or prove authority, but we are deemed natural authorities based upon our professional degrees. This can take extra time.

Value

Every successful website must provide value.  If not, no one would visit.  Think of every website you visit and figure out the value you receive.  Travel directions, movie listings, recipes, etc., the websites which answer your questions provide value.

For your website to rank well, you must provide content (articles, publications, presentations).  Your content will educate and inform, thus providing value.

Trust

With time, by repeatedly providing value, you develop trust with your readers.  Once trust is established, you are likely to convert your reader to your next patient.

My favorite example is a navigation site used for directions.  The value provided is correctly arriving at your site without getting lost.  With time you rely, or trust, this website to get you to your destination each and every time.

If the navigation site failed you 25% of the time, you would never trust that site...ever.

Understanding that there is an actual process should help you with your Internet marketing strategy. 

Authority, value and trust.

Thanks for listening. See you next week!

Please download us at iTunes and leave a review.

All the best!

ITunes Cover Art for RussandRandy.comRuss…and Randy
Healthcare and Medical Internet Marketing
Healthcare’s Rx for Web and Social


Itunes Badge

Oct 14, 2016

Your brand in the digital world depends on much more than face-to-face time with your patients! Your brand depends on more than merely how great a physician you are.

If you are skeptical, go check out your doctor ratings on vitals.com, ratemds.com, healthgrades.com, or any of the other doctor-rating sites: note that the majority of questions that determine your online rating have nothing to do with the doctor! Most of the questions that determine your online reputation - your brand - depend on factors out of your control. 

Or are they? Are those factors out of your control? 

Duane Knapp tells us how to control those factors that build your online (and offline) reputation. He tells us how to optimize your brand! 

Oct 13, 2016

Did you know you can update your website and social media platforms with a single click?  Just one.

"'Killing two birds with one stone' is wrong Dad, it should be one throw!"

Regardless if you think my then 8 year old son is right, are you maintaining and updating your website and social media platforms as efficiently as possible?

Are you doing everything you can to automate and streamline your web presence?

In this episode of Russ and Randy, we talk about ways to streamline and automate your various platforms and website.  In addition we talk about some time saving tools to make your work more efficient and fun.

Finding time to write one article is hard enough.  By connecting your website to your social media platforms (usually with something called a plugin) you can automatically post a link to your new website article on your social media accounts!

After every article we write gets published on RussandRandy.com, a link goes to Twitter and Facebook announcing to our followers on those platforms that we have a new article to read.

In this way, all of our platforms remain uniformly updated, we avoid manual posting and the possibility of forgetting!

Email Handlers and RSS

Two popular email handlers are aWeber and Mailchimp. 

They serve the same basic function by sending emails to your subscribers that a new article has been published on your website. 

Your website likely has an RSS feed (every blog/Wordpress site has RSS).  The RSS updates the email handler with information about your new article.

aWeber and Mailchimp then email this information to your subscribers.  This way your subscribers (patients, Internet readers who follow your website) automatically receive your updates.

Re-Purposing Content

For those of you interested in publishing content on different media, this can be a time saver.  Randy explains how he will be publishing the same content on his website, YouTube channel and podcast - all with one episode!

Editorial Calendar

Listen to how Russ uses an editorial calendar to keep in sync with real world events.  This is a great way to make sure you don't "miss" any important dates relevant to your audience like "national hand bag day"!  Is there one?

Templates and Blueprints

Once you develop a system to producing/writing your content, the process becomes easier and less arduous.  The purpose of templates or blueprints is develop a format which allows you to efficiently produce content.

How many stones or throws are you using?

There are other "time savers" to automate your process.  If you have something you'd like to share, please leave a comment here, or better yet, on RussandRandy.com.

Thanks for listening. See you next week!

Please download us at iTunes and leave a review.

All the best!

ITunes Cover Art for RussandRandy.comRuss…and Randy
Healthcare and Medical Internet Marketing
Healthcare’s Rx for Web and Social


Itunes Badge

 

Oct 6, 2016

In this episode, Russ and I talk about the different ways our patients and listeners learn.  We discuss Google, YouTube and podcasts and how they differ by the different types of content they provide.

Different Platforms

Google is the largest search engine in the world.  Most content on the Internet is in the form of text, that is, you have to read articles posted on websites.

Youtube, the second largest search engine, produces video content.  To consume videos, you listen and watch.

Podcasting has exploded over the past few years (hence, "RussandRandy").  Upwards of 20% of adults have listened to a podcast within the last 30 days according to Edison Research.  You can listen to a podcast anywhere.

Different Learners

One explanation of the popularity of these platforms is that we are all different learners.  We all have a preference for learning a certain way. 

If you like to read, you search Google.  You like to watch content, go to YouTube.  Because you are here, you must like to listen to your content.

Russ and I have different ways of learning.  This may have influenced us in our career choices, who knows?

Having a preference for particular types of media must even influence which social media platforms we choose to communicate with one another.

Content of Your Website

For marketing purposes, text is still preferred because text (your website) can be optimized and ranked better compared to video or audio.  There are no great ways to yet optimize, index and rank audio and visual content.

As you get more proficient with your website, you may choose to re-purpose your content on YouTube or even start a podcast!  We'll be talking about "re-purposing" in an upcoming episode.

Producing content on various media platforms will broaden your audience.  At the same time, however, you want to be producing content tailored to your patient demographic.  Give them content in a form they prefer.

Don't know what they like?  Ask them!

If you have questions or comments, please email us or visit RussandRandy.com.

Please find us on iTunes and subscribe to either the podcast or here to receive our latest episodes.

Thanks for listening. See you next week!

Please download us at iTunes and leave a review.

All the best!

ITunes Cover Art for RussandRandy.comRuss…and Randy
Healthcare and Medical Internet Marketing
Healthcare’s Rx for Web and Social


Itunes Badge

 

Sep 29, 2016

Patient experience is a huge component of your brand.  In this episode, Russ and I talk about 5 common ways, or touch points, which likely cause anxiety, frustration and even anger our patients, thus worsening the patient experience.

What is Brand?

In the next few episodes, Russ will be interviewing Duane Knapp and discussing brand.  Brand is your reputation.  Russ and I like to define brand as the summation of all encounters and experience with anything from you and your medical practice.  

Today, we want to talk about a small component of brand, that is, patient experience.

Brand = Patient Experience

This may be an over simplified definition of brand as we should also include the physician/patient interaction, but for our purposes, we are NOT including the physician's role in the overall patient experience.

A majority of the time spent with your office is without the physician, so we all need to be aware of certain stressors or "touch points" which usually negatively impact the overall patient experience, and thereby, our brand.

The 5 Reasons Patients Hate Your Office

1.  The Appointment | Message on Hold - how many of us some type on hold messaging system?  There are many aspects of on hold messaging which negatively impact the patient experience and hence, your brand. 

2.  Arriving At The Office - a new patient will not where to go and gets anxious about directions, parking, payment for parking, etc.  Are forms required?

3.  The Waiting Room - this can add a lot of confusion and anxiety to your new and old patients.  Waiting devalues and patient's time.  Do your patients understand the order in which patients are brought to see the doctor?

4.  Insurance participation is quite confusing.  There can be disagreement and misunderstanding about participation, co-pays and coding.  E.g. co-pays mistakenly charge in a post-op period.

5.  Front Desk/Receptionist - your telephone staff, front desk and checkout are the most important people in your office with regard to patient experience.  How to they rate?  Personal? Congenial?  Do they understand your brand and exemplify your brand?

Though these are common problems, evaluate these possible touch points in your own office.  Improving upon them may indeed reduce the anxiety and "friction," and improve your patient experience...and brand.

All the best,

Russ...and Randy
Healthcare and Medical Internet Marketing
Healthcare's Rx for Web and Social

 

 

 

Sep 22, 2016

ContentEvery great website needs content. 

Regardless if you have a healthcare or medical website, you need content.

Whether you have a solo practice, or you're responsible for marketing for a hospital, your biggest challenge will be CONTENT:

In order for patients (and future patients) to find you online, you must have content that will be ranked by the search engines. 

Every healthcare and medical website needs relevant content to attract readers and to outrank your competition (SEO).

What is Content?

Content refers to any article you might read, any video you would like to watch or share, any audio file you would listen to, any graphic you find appealing....anything that you might produce on your website which is interesting, or relevant, to your readers.

There are many forms of content:  files containing text (the best and most common for our purposes because they are easiest to optimize and thus rank) such as articles, posts or pages, video, audio, Power Point presentations, etc.

And it can't be just any old content! Your content must be:

  • Relevant - it must be important and provide value to your readers
  • Technically and medically accurate
  • Answering patient questions or problems
  • Must be credible, demonstrating your authority in your field.

Sources of Content

How to come up with the content - the articles, blog posts ... information - that will get you ranked on the Internet.. and meet those criteria?

Those tasks are not as difficult as you might think.  In fact, healthcare and physicians have endless supplies of content! 

In this episode, Russ & Randy discuss where every physician, healthcare provider, and every hospital marketer, can find content that achieves those goals.

Russ...and Randy
Healthcare and Medical Internet Marketing
Healthcare's Rx for Web and Social

 

 

Sep 15, 2016

What's the difference between advertising and marketing?  Is this important for a medical practice or hospital?

Most of us hate the notion of advertising.  Most of us equate marketing with advertising.  Historically, there had been a ban on healthcare advertising.

In this episode Russ & Randy help you understand the differences between marketing and advertising.  There are important differences. 

What is Healthcare Marketing?

Here are some terms that may help with your understanding of marketing:

Advertising is the act of producing " commercials" - "ads" - for products or services. We all know advertisements when we see or hear them. 

Marketing is the understanding of your patients' needs and providing a solution.  In addition, marketing can also involve promoting your services (i.e. ads).

Market Research involves the process by which you understand the needs or problems of your patients. 

Service is the helpful work you provide as a provider or institution.  Most of us in medicine provide the service of healthcare.

To succeed in marketing, you must first identify your patients' needs or problems and then provide a solution.  By providing a solution to their problem, you are providing value. 

That is marketing, and it can be a profound Win/Win for your practice and you patients: the better you understand their needs, the better you may serve them.

Answer Healthcare Questions

Here's an example of how healthcare marketing can work.

Problem:  Patients want answers for health related questions.  We know, from market research (Pew Research Center) that >80% of Americans first turn to the Internet for health related questions, including finding a physician. 

Solution:  Doctors/Healthcare providers can provide answers to health related questions. 

As we have discussed in other episodes, your first step to connecting with your potential, future patients, is to use your online platform (your website) to answer their health questions. Answer their questions and they will:

  • Recognize you as an authority in you chosen profession
  • Come to know your website as a go-to resource for trusted, useful health information
  • Come to your practice for their care

Personal Transparency

Patients are eager to find out about you as a person and not just about your credentials as a doctor. 

It will be to your advantage to share some information about you somewhere on your site that will give insight as to the type of person you are;  hobbies, interests, etc.  You can do this without giving personal information away.

The value?  Chances are you share many of the same interests as your (next) patients.  This will enhance your chances of engaging.  We ALL like to find like minded individuals!

Listen to find out.  As always, please find us on iTunes and please leave us a review!

To your success,

Russ and Randy
Healthcare's Rx for Web and Social
www.RussandRandy.com

 

 

 

Sep 8, 2016

Crumpled notes and notepadThe most important aspect of your website is the content.

Content attracts new readers (aka patients).  Content is the only way to get great rankings of your webpages.

Unfortunately, creating content, such as writing articles, is a huge turn-off and can make your digital marketing strategy go down the tubes...writing is just not fun for healthcare providers.

Keep in mind, copying or using someone else's content already published on the Internet is a huge SEO no no.  Publishing "duplicate content" can actually decrease your rankings!

Your content must be original and written by knowledgeable experts in your field...most likely the physicians.  This becomes the hardest challenge for any medical or healthcare website.

We have some "easy peasy" solutions for healthcare providers.  In fact, those of us in medicine have the easiest sources of content in any industry. 

This episode of Russ & Randy acknowledges your biggest challenge for your online brand: how can you create content onto your website that engages your audience??

You need content - information - that is relevant to patients who need a medical practice like yours. You need content that answers their questions. You need content that is medically accurate, but easily understood by a lay audience. Your content must demonstrate your expertise, your authority, in your field of practice. 

Your content must provide value.  If your content is not relevant nor provides value, it is basically spam...a useless article to be ignored.

We've described exactly what content meets those needs in another episode of Russ & Randy. This episode provides more good news: you already have some great content; content that can be used on your website to get you the high rankings you want. 

Listen to find out.  As always, please find us on iTunes and please leave us a review!

To your success,

Russ and Randy
Healthcare's Rx for Web and Social
www.RussandRandy.com

Sep 1, 2016

Search Engine Optimization for Healthcare and MedicineThis is "Part 2" of Search Engine Optimization (SEO) for Healthcare. 

Last week we introduced the concepts of Search Engine Optimization in Part 1 and how this increases your ability to achieve, and maintain, high rankings with the search engines.

There are several components to SEO;

1.  Your content
2.  Your website
3.  Inbound links

Today we are addressing only how to optimize your content - it's the most worthwhile.

It's your content which separates you from your competition!

Optimizing Your Content

The key to getting your website ranked is your content.  It's the "secret sauce."  The best content gets the best rankings.

There are no gimmicks or work arounds...none.  Your content needs to be relevant to your reader (so they want to read it) and also optimized (so the search engines rank it as high as possible).

Remember, that as Google "owns" search and their quest is to provide the reader with the best answer to a question on the first query.  To achieve this goal, their search algorithm is designed to rank webpages with the best and most relevant answers.

This is the key to optimization.  By understanding how a search engine compares webpages, you improve your rankings by understanding the process of "optimization."

Where Does Optimization Occur?

Content optimization takes place behind the scenes.  Within every website generator or blog is an area to write your article.  It's basically a mini-wordprocessor within every program. 

Along with each article, are optional fields which provide specific information to the search engines;  title tag, meta description, snippet, keywords, etc. 

This optimization information is valued by the search engines as you are provided specific information about your articl.

There are free programs - Russ and I are huge Wordpress fans - to help you with your optimization.  One in particular, Yoast SEO, is especially helpful.

Keywords and Other SEO Tags

We discuss several of the most important components when optimizing your article:  keywords, meta description, title tag and your snippet.

There are nuances to understanding the importance of keywords and how they improve your rankings.  Your keywords can also be part of your meta description, title tag and snippet.

One word of caution:  there are differences between your <title tag> and the actual Title of your article.

Simple Steps to Improving Your SEO

What can you do to start improving your SEO?

Don't worry so much about the optimization details.  Commit to writing a few articles to publish on your website.  This will add some fresh content.  Search engines love fresh content.

With time, start to optimize subsequent articles.  For instance, get in the habit of creating a Title tag for each article etc.

Don't labor over what to write.  Choose answers to frequently asked questions you answer every day.  For instance, as a retina specialist, I'm often asked "What are Floaters?" - hence, I'd write an article answering this question.

Thanks for listening!  We'll be back next week.iTunes Badge

Please download us at iTunes and leave a review.

Be sure to check out our matched articles at Russandrandy.com/

All the best!

Russ...and Randy
Healthcare and Medical Internet Marketing
Healthcare's Rx for Web and Social

Aug 25, 2016

SEO for HealthCareEver wonder why your healthcare website doesn’t rank?  Do you get frustrated by the fact that new patients can’t find you or your website?

While many medical practices now have a website, most are frustrated because;

  1. Can’t measure the ROI
  2. Website Doesn’t Rank - aka it’s not growing the practice
  3. Work/Cost Benefit ratio seems unfavorable

How Search Engines Work

The whole process of “search” begins when we “Google” something.  Usually, when we are “Googling” we need an answer to a question or a solution to a problem.

Search engines are all similar in that they crawl, read, memorize and index every webpage in cyberspace.  Their job is to present a listing of the best webpages most likely to answer your question or solve your problem.

Each search engine differs, slightly, in the formula for which they arrive at the “best” webpages to list.

Most search engines are similar; however, in that the major factor in comparing websites is the quality of the content of the webpage.  The webpage with the best adn most relevant content will generally be ranked highest.

As a website owner, knowing how the search engines will interpret, analyze and rank your webpage is the process of Search Engine Optimization.  SEO is a collection of techniques to inform the search engines about yoru webpage.

Search Engine Optimization

For any website to rank, the practices and techniques of Search Engine Optimization (SEO) must be employed.

Fancy graphics and logos may enhance the visual appeal of a site, making it very attractive to the human eye, but these visual items do nothing to boost the rankings of a website.

Search engine optimization (SEO) focuses on the content of your website allowing your site to rank better than your competitors...based solely on the quality and relevance of the content of your site.

The comparison of one site’s content to another is the basis of the search engine algorithms and the methods which are employed to “tell” Google how and why your content is “better” is the art of optimization.

Search engine optimization is the art of getting your webpages to rank and is the first step to turning your website into the most important marketing tool you've ever had to grow your practice and organization.

 

Russ...and Randy
Healthcare and Medical Internet Marketing
Healthcare's Rx for Web and Social

Aug 18, 2016

Make your Patient Experience as Easy as TSA PrecheckBecoming a new patient can be quite stressful.  There are many "unknowns" which create hurdles in the new patient process;  e.g. forms, directions, parking.

The easier you can make this experience for your new patients, the more likely they will tell others.  The more "user friendly"and frictionless, the happier patients will be.

Forms, directions, parking, pictures, even video can ease the anxiety of the new patient.  Many offices allow new patients to download forms giving the patients ample time to complete at home. 

Directions and parking instructions can be enhanced with pictures or even video.  We've even heard of video, from a smart phone, showing how to walk from the parking garage, to the lobby and leading to the office.

Anything you can do to let your patient become familiar with your office will be welcomed and decreases the "Friction."

Did you know?  

CMS is using patient-experience-survey scores to calculate a physician's Medicare/Medicaid reimbursement. 

The better you can make the patient experience, the more your practice will benefit. 

Your patients spend more time with your office staff than they spend with the doctor. In some practices, the doctor's interaction, compared to all of those "touch-points" - calling for an appointment; arriving and checking in with the receptionist; being called back to a clinic room; having their vitals checked; providing a short description of why they're in clinic; visit with the clinician; then reversing the process as they check out - in some practices their time with the doctor amounts to only 10% or 20% of their total interactions with your practice!

So, while your patients may have a stellar "patient experience" with the doctor, what about the rest of the office and visit?  If your patients don't have a stellar experience with the whole process, your experience scores (reviews) will suffer...and so will your practice!

Happy Patient - Happy Practice

Optimizing the experience for your patients requires more than a great experience with you, the clinician. But when you optimize the experience for your patients, your practice will experience benefits directly to your financial bottom line - and we're not talking about CMS Medicare reimbursement. 

We're talking about smoothing interactions with all of your practice staff; about smoothing your clinic flow; about boosting your patient reviews on those online doctor-rating sites; about patients distributing word-of-mouth in the digital world about your practice. 

We're talking about happier patients. And happier personnel in you clinic, too. 

It's all good. 

Listen to this podcast episode of Russ & Randy, and be sure to read the article, Make it Frictionless, on our website!

Thanks so much for listening. Please share with your friends, and please give our podcast a good rating on iTunes and leave a comment here! We really appreciate it!

All the best!

Russ...and Randy
Healthcare's RX for Web and Social

Healthcare and Medical Internet Marketing

 

Aug 11, 2016

This episode of the Russ & Randy Podcast is a short (3 min) chat that between Russ & Randy on the benefits of using posts or pages for content on your website. 

Blogs vs. Websites

A modern website must have the ability to easily add content, have customized design and be mobile responsive.

Both a blog and website can have fully customized design, that is, you can not distinguish one from the other by its appearance.  The content of a website or blog is the key to getting high search engine rankings. 

A blog, allows you to publish new articles, so-called posts or pages, much easier than a traditional website.  In addition, a blog is coded so that you may better optimize your site.  In other words, a blog allows you to practice better SEO than a website. 

Post vs. Page

There are very few differences between a post and a page.  From an SEO perspective, they are equal. 

In general, a "page" contains static information - information which is unlikely to change very much, for example, your privacy statement on your website.  A "page" generally is linked somewhere on your home page, usually on the navigation bar.

A "post" has more up to date information - an explanation of a new technique or drug recently FDA approved.  A "post" usually does not have a link from the Home page.

The two are equals with regard to SEO value. 

For a website or blog to rank, it MUST have regularly published unique content - posts or pages - whatever you want to call it!

Each has its advantages. Take a quick listen.

And please visit Russ & Randy.com for more how-to details to get your practice found by you prospective patients!

If you have questions, comments or would like to add something to our dialogue, please leave here or on our website, www.RussandRandy.com.

And please leave a review of this podcast on iTunes - 5-stars, of course!

All the best!

Russ and Randy
www.RussandRandy.com

Aug 2, 2016

Russ and Randy | Internet Marketing for HealthcareThis short episode (less than 3 min) of the Russ & Randy podcast is a chat that Russ & Randy had about the differences between your website and your blog. 

We also discuss providing an "RSS Feed" of your website for your community: what is an RSS Feed? What benefits does it provide you and your community? And how would you set up the RSS Feed for your website?

What's the difference between and "website" and a "blog"?

There very few differences between a website and blog.  Both can be fully customized with respect to design, that is, both can be made to look any way you would like.  You can add content (articles, posts, pages) to both website and blog, but it is much easier to add content on a blog.

The biggest difference between a blog and website is that a blog can be ranked easier than a website because a blog is coded (computer programming) for SEO and it's easier to implement the techniques of SEO on a blog.

RSS Feeds

An additional difference between a blog and website is an RSS feed.  An RSS feed (Rich Site Summary) allows websites with frequently updated information to syndicate or automatically distribute their content.

Blogs inherently come equipped with an RSS feed.  Everytime you publish a new article on your site, an RSS feed is sent out to your followers via email to alert them of new content.

For a medical practice, this "newsletter" automatically gets sent to your followers/patients who choose to subscribe to your website via email. 

They never miss a thing!

Thanks so much for listening!

Please visit Russ & Randy.com for more how-to details to get you connected with your prospective patients. 

And please review this podcast on iTunes - 5-stars, or course!

If you have any questions or comments (did we forget to mention something?), please ask here or on our website, www.RussandRandy.com.

All the best,

Russ and Randy

May 12, 2016

According the Pew Institute*, over 80% of Americans first use the Internet when faced with a health related question or problem.  When your next prospective patient searches the Internet for solutions to their problems or answers to their health related questions, the only way you (and your practice) can get noticed is if you have a website or social media account.

Without a "digital" presence (website, FaceBook, Google+, etc.), you simply don't exist.  Your prospective digital patients expect to find something about you and your practice on the Internet. 

At the very least, each medical practice should have a basic website so that when patients are searching for you by name, patients can find some cursory information about you.  This information can be published on your blog/website, Facebook Page, Google +, or review sites.....having nothing on the Internet, aka "not being found," is the worse situation.

Doctors with no information available on the Internet simply won't attract any new patients.

For those physicians and healthcare providers interested in marketing, a blog will allow you to regularly add content thereby allowing your website to be ranked in search engine results.

In short, our patient demand that we have digital presence.  This can be limited to a website or expanded to include social media.

Modern patients will simply not bother to call an office without some digital presence.

This is a reality of the digital age we live in. 

The goal of the Russ & Randy Podcast is to get you and your practice introduced to the digital world, and to get you...found.

If you have a comment or recommendation, leave it here or somewhere on our website.  We'd love to hear from you!  Thanks for following!

Be sure to visit Russ & Randy.com for more how-to details.

And please leave a review of this podcast on iTunes - 5-stars, of course!

All the Best!

Russ and Randy

*Pew Online Research

May 5, 2016

Like it or not, doctor rating sites are here to stay.  There are dozens of theses sites and all collect data about you, your colleagues and your hospital.  Many encourage readers to leave a review.

Fear the Negative Online Review

While over 90% of online reviews are positive, what we fear most about these rating sites is the negative online review, that is, a patient's review of your clinic or practice can be influenced based on poor parking, a rude receptionist, or maybe they were just having a bad day.

Sometimes, the negative reviews are about the doctor.

Responding to Negative Online Reviews

How do those doctor rating sites work? What are the ratings based on? Do they really reflect the care that you provide? How much of the rating is based on the clinician's interaction with the patient?

We'll discuss how to use these review sites to your advantage, why you must respond to ALL reviews, and best of all, how to deal with a negative online review so that you shine in the eyes of your next prospective patient!

In this episode Russ & Randy discuss these, and other, issues. 

All the best!

Russ...and Randy
Healthcare's RX for Web and Social

May 4, 2016

As a professional, what are the best practices for using social media?  Do you maintain separate accounts for your business and personal life?  Do you "friend" patients?

As we learn to use social media to connect with patients, what are the most effective ways of avoiding liability, yet at the same time, not ignoring those who want to connect with you or your medical practice?

We'll give you a couple insights in this recent chat on Russ & Randy about how doctors can safely and effectively engage patients on social media.

We'd like to know your thoughts!  Please make a comment or give us some of your ideas either here or on our website www.RussAndRandy.com.

All the best!

Russ...and Randy
Healthcare's RX for Web and Social

1 2 Next »