The meaning of online reputation in aesthetic plastic surgery today

Pavel HilbertEstheticon CEO

Your Online Reputation

The Google Name Game Doesn't matter how many patients you have

How? Answers, articles, testimonials, profiles, websites, videos, blogs

“To gain influence and status share your expertise and content.”

Gary Hamel

“To gain influence and status share your expertise and content.”

Gary Hamel

Recommended vs. Online,Related vs. Anonymous

Should I see / contact this surgeon? Who is the surgeon I am going to see?

Wallpaper the 1st SE Result Page

1st Search Engine Result Page

1 website is not enough 10 results to go good or bad Affect all search results for your name Different results for different KW phrases

“Prof. Dr. med. Marc Peter” “Dr. med. Marc Peter” “Prof. Marc Peter” “Dr. Peter Berlin”

Wallpapers to choose from Marketing channels

SEO, youtube.com, Pay Per Click, Social media*, medical portals, articles, press releases, patient testimonials, doctor's reviews, blogs

A little bit of most things

... but Content to rule them all

*You don't have to be on facebook

More paths, content & visitors

Google plus

Linkedin.com

Facebook (Profile vs. Page, Private separated Professional)

Xing.com

Google places

Twitter

Youtube.com channel

Forums and health portals

Blog (link it to G+ profile)

And last but not least get a profile on ...

Good Old Articles

No more topics, all is covered? Aspects of a treatment ...breast implants sizes, sport after breast augmentation,

breast augmentation recovery Format, short, few headlines,

1-2 sentences per paragraph Short Interviews 7 questions about ... Authentic & positive Illustrate what you are talking about Even article with no links generates SEO push

Swim lanes misconceptionan illusion of ROI of specific marketing channels

Optimizing channels

Boost Google Adwords ROI by articles, testemonials or forum activity

Patient clicked an add, read an article, saw a video and checked out reviews...who is the one to get the credit?

Synergistic effect

1 + 1 = 3 or more1 + 1 = 3 or more

Time is of the essence

Who reads articles? What kind of article people read?

“Answer questions online and you´re not talking to one prospective patient, you're talking to thousands.”

R. Lovitt

“Answer questions online and you´re not talking to one prospective patient, you're talking to thousands.”

R. Lovitt

I have a concern. Question & Answers Have your patients, bloggers

and journalists create your reputation

Education by sharing experience

Everybody specializes in something nobody does everything or knows the all latest advances and techniques

Speak the language of your patients Two doctors two approaches Link to good relevant information. It's valuable

for your visitors, it will not hurt your rankings

Sharp shooting with Long tail Real world plastic surgery clinic Google Analytics example:

Trafic from Search Engines: 15.026 visits

Search Phrases: 4.497

Top 10 search phrases: cca. 2.000 visits (15% visits)

Catch patients' attention Gummy bear implants, liquid facelift,

dracula therapy

“Buzzwords” and numbers Unique Selling Point. Virtual or Real.

http://www.gummybearbreastimplants.com

Estheticon summary

Claim and set up your profiles

Be active, answer questions and speak up

Educate patients

Publish articles, opinions, share expertise

Your Online ReputationYour Online Reputation

Estheticon features

Estheticon features

www.estheticon.de/registration

Thank you for your attention and feedback

Pavel HilbertEstheticon CEO

pavel.hilbert@estheticon.comTel.: + 420 777 591 118