If you have been in business in the beauty, aesthetic or dental market for some time, you probably used to advertise in the Yellow Pages. Many clinics’ we talk to, had in the past relied on the Yellow Pages as a source of new local customers or patients. Now, due to no or little return, many of you will have already cancelled your ads in the Yellow Pages or you may be wondering why you are still spending marketing budget with them.
It may surprise you to learn that your clinic website is the most valuable marketing asset you have. Most clinics will say it’s their staff, expertise, technology or quality of service that is the most valuable. BUT, consumers or patients will never get to experience all of those qualities if they have never even heard of your clinic, or never visit your business. We explain the value of a good website and why most clinics are falling down in this critical area of their marketing.
Earlier this year, the founder of Facebook, Mark Zuckerberg, announced major changes that will already be affecting your clinic on Facebook. This announcement will change the way your clinic or salon attracts customers from Facebook. If part of your marketing budget currently goes to paying an employee or external company to create and post on your Facebook page, this is now a waste of your money and it’s time to stop. Advertising on Facebook and Instagram is now essential.
In the beauty, aesthetic and dental industries we find clinic owners hoping for positive reviews and praying not to get bad reviews.
The importance of consumer reviews to your business is overwhelming:
One of the many online marketing questions we get asked by the clinics we market for, and the clinics we consult to is which should we invest in, SEO or PPC (Pay Per Click/ Google Adwords)?
Many clinics or practices have had a bad experience with a sales rep or two in the past. Be it a skincare, device or consumables supplier, there are some things you should look out for and some things that should be a warning bell for you to run for the hills.
There are two successful ways your clinic can get more consultation bookings and customers from Facebook. The first is the “free” way or low cost way, the other is an automated paid advertising model that you will need to allocate a budget to. Read more to see which model suits your clinic and resources.
Facebook, Instagram, Google Adwords and Organic Traffic (SEO) are marketing channels or sources of leads. The one thing that all of these marketing channels rely on is a website (to send the click to) and an online strategy or a proven way of working that will effectively convert the website visitors into paying customers (the ticky part).
If you are in your late 20’s or older and remember sitting through a riveting university marketing class on the 4 P’s, you will not remember hearing the words online marketing, online strategy mentioned once.
In analysing the online marketing of 150 cosmetic clinics across Australia we have come across some interesting findings. The results of this project will be out in the coming months. What we have learnt so far, is that the healthcare, cosmetic and beauty industry is a long way behind other industries when it comes to clinic blogging.
We are coming across some great excuses why a clinic has not spent the time or resources to create a blog that will see them get more patients in 2015. We have listed the top excuses we are hearing in this article.
The number one rule when writing articles for your clinic blog is to write unique, educational content. Unique, educational content starts with a content strategy. What is this you ask?
A content strategy gives you the foundation for your online marketing efforts. It is the content or information that attracts potential patients to your blog or website because you have put information out there that solves a problem or highlights an opportunity for a target audience.
Content marketing has seen huge investment from marketing teams in many industries outside the medical industry. An iconic travel brand in Brisbane has a full time staff of 10 plus writers to create content for the travel industry. Their role is to create articles and pieces of content that will engage their target audience and attract them to their sales platform (their website).
This is what the medical industry in Australia needs to strive for and the clinics who lead the move to content marketing will reap the benefits.
One of the most effective advertising platforms for clinics today is Facebook. If you do it right, it is more targeted and more cost effective than Google Adwords by a long, long way..
But are you guilty of wasting the money you spend on Facebook by falling into these three practices that waste your Facebook ad budget? In this article we discuss where to send a person who clicks on your ad (HINT this is not to your Facebook Business Page) and what you should show them on your website.
SEO or Search Engine Optimisation has changed significantly, particularly in the last two years. Today this doesn’t just apply to Google and search engines; it is critical if you want to get traffic from Social Media as well. With 9 million Australians logging into Facebook daily, there is no better time to get your SEO right and attract more potential customers from Google and Social Media.
In this article we will cover all three areas you need to address to ensure your Clinic website works how it should. If you don’t have time to do this yourself or don’t want to keep up with the latest SEO and online marketing learning’s, let Engage Online Marketing do it for you with the specialist medical SEO service.
Keeping up with Search engine optimisation (SEO), in particular Google SEO is a complicated, time-consuming challenge. At least that is what most SEO “experts” or companies will tell you. But the key Medical SEO steps have not changed for many years. For information on what you should focus on to make your website effective, check out this recent article "4 things your clinic website MUST have to be effective"
In the past a clinic website has not been a necessity, this is no longer the case in today's online world.
A study by the American Academy of Facial Plastic & Reconstructive Surgery found that 57% of plastic surgery patients obtained all of their information online about their chosen procedure and surgeon.
With over half of your potential patients researching online, the ability to reach potential clients is far greater online than those who will walk past your practice door.
Search Engine Optimisation (SEO) is a technical and ever changing area that requires a great deal of knowledge and expertise. However, there are some fundamentals that will never change and you can improve the SEO of your clinic blog or website very quickly. In this article we will cover some basic but very effective changes you can make to your website immediately.
One of the biggest problems we see with some clinic websites is poor design including poor mobile or tablet viewing. No amount of SEO work will fix this and you will most likely be throwing your time or money away unless you fix the fundamentals. If you believe you have any problem with your website or would like to ensure the integrity of your website, click to the Website Evaluation page and for $500 you will get a comprehensive report and recommendations on your website. This will be the best money you will ever spend on your website.
Just like in business you need a plan and a place to start. In this article we show you how the marketing game has changed, if your website and online presence is not up to scratch, you just lost a customer.
Skin Tonics Beauty & Skin Clinic in Narellan introduce VelaShape (recently featured in Vogue) and UltraShape fat loss machine.
It could be bad news after the 21st of April 2015 (tomorrow) for your website if it doesn't meet Google’s new criteria for a “mobile friendly” website.
We are not going to get super technical in this article, instead focus on the important areas you will need to address to meet Google’s new criteria with your current website, or help you decide if it is time to redesign your website. But just so we are on the same page, one result of this update is your website could potentially drop out of any future Google searches on a mobile if you don't address any issues. To help you out we are offering a free mobile website assessment to identify any issues, click here to take up this free offer.
The year 2000 doesn’t seem like a long time ago, the Y2K bug that was supposed to bring the computer world to it’s knees. Thinking back, how were you marketing your clinic or business 15 years ago? No doubt with print advertising, radio ads, TV ads, trade shows…
Fast-forward 15 years to today’s Internet and technology savvy customers and this kind of traditional marketing is ineffective vs online or digital marketing. Traditional marketing relies on a customer calling your clinic to enquire, but todays customers want to research, enquire and be informed 24 hours a day. The way consumers engage with and buy from a clinic has changed dramatically in the last 15 years… in the last 5 years. Have you kept up?
If you have one marketing message for all of your clinic marketing, you are missing out on new customers. Today’s consumers are looking for personalised marketing messages that speak to them as a person and understand their problems, issues and lifestyle.
The key to knowing everything about your clinic customers is through a profile of your ideal customer called a buyer persona. Based on real data and insights about your existing customers, this “buyer persona” will determine where to focus your time, marketing spend and guide product/ service development. You will attract the most valuable visitors, leads, and customers to your clinic.
Your clinic website is more important today than ever. If you still have a static website (a brochure like website) with no fresh content, then you are loosing customers to your competition. In this article we will cover four of the most important things you can do to make your website effective in 2015 (with a bonus at the end).
We have not yet found one clinic website in Australia that hits it out of the park. That is, I have not found a clinic website that attracts potential patients, converts them into a lead and closes them into a paying customer.
Attracting potential patients to your clinic website or blog is a hard thing. It is however always nice to see the Google Analytics report showing your steadily increasing website visitors. But what do you do with all of these new and returning visitors?
It is a common misconception that a clinic blog is a place for people to read articles and that is it (a bit like a news area on your website). This is only the beginning of what a blog can do. If you don't have a clinic blog or you are only using a blog as a newsroom, you need to read this article, because you are missing out on potential new patients from your blog.
In this article we will look at how you move a visitor on your blog to a lead (by procedure) in your database or CRM (one step away from being a customer or patient).
As you will see in the comprehensive medical marketing eBook – Operating on your clinic blog the second rule of an effective clinic blog is to format your article properly for the busy reader. Making each article easy and appealing to read for today's busy reader is the key to repeat visitors.
Search engines are one place your valuable blog articles will be discovered. 60-70% of the time Google is where they will be found. But one of the biggest mistakes many clinics make is over SEOing their website or articles (think we just invented a word there).
Before we look at the Search Engine Optimisation (SEO) areas to work on, we need to make sure we get something straight right from the start...
Social media can be a powerful tool to any clinic if used correctly. The fact that the majority of clinics either don’t use social media or use it poorly (we would estimate 98% of clinics) is a huge opportunity for your clinic to beat your competition.
Surprisingly we are not going to talk social media tactics in this article. If you want to know about social media tactics for Facebook, you can download a free copy of our Facebook ebook - injecting more patient leads into your clinic from Facebook.
Before we even look at social media medical marketing for one of our clinics we first look at the content they have to use. Content is the single most important asset you have when it comes to social media marketing.
So in this article we will talk about the kind of content you need to be producing, where this content should be located and how to use it.
I have a clinic blog and it is very, very popular. My Google Analytics package tells me the traffic to my blog has grown 15% over the last year and I currently get 15,000 hits per month just to my blog. Is that good?
This is a common conversation Engage Online Marketing has with cosmetic clinic or dental clinics. We are happy with the visitors to our blog.
The next question we ask usually has a Practice Manager or Clinic Director stumped.
2014 has ended and your clinic will be reviewing its marketing and advertising spend for 2015. A big trend we are hearing from Practice Managers is that traditional marketing and advertising channels like magazine ads, TV ads, Radio ads or bill boards did not result in enough new patients to make them viable in 2015.
So, many clinics have come to the realisation that in 2015, they will control their own new patient acquisition strategies. To do this, clinics are looking online.
If you are looking to move much of your medical marketing spend online in 2015 then a high performing clinic blog is the best medical marketing money you can invest in.
High quality content will be the foundation for all of your online marketing efforts. The effort you put into your clinic blog will make marketing through Social Media, Google and email so much easier.
If you’re waiting until a customer is ready to buy, you have already lost them. Price competition is not working any more, there is always someone willing to make less money.
In this article we will explore what a buying journey is for a patient within the Healthcare, Cosmetic and Beauty industries.
This is the first in a series of industry specific articles we will release going into detail about how you can increase your clinics' value proposition and reach customers before they are pulling their credit card out to buy from your competitor.
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Being a specialist Aesthetic & Beauty marketing agency, we learn every day in these industries. This blog shares some of our learnings to improve our industry.