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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.
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Russ and Randy Podcast | Healthcare's Prescription for Web & Social
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Now displaying: September, 2016

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

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

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