NATHALIA PORRAS

@nporrash

Intro of NP and services offered

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Agenda• Branding • What is Digital marketing • The website• Reporting and KPI’s• SEO• Social media• Online Reputation

Management• A case study• Next steps

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What is Branding?

Branding & Positioning

A brand is not what YOU say it is. A brand is what THEY say

it is. -Marty

Neumeier

A case study

Healthcare marketing insights

72% of of internet users say they looked online for health information within the past year

Source:Street, 1615 L., NW, Washington, S. 800, & Inquiries, D. 20036 202 419 4300 | M. 202 419 4349 | F. 202 419 4372 | M. (2013, December 16). Health Fact Sheet. Retrieved from http://www.pewinternet.org/fact-sheets/health-fact-sheet/

Healthcare marketing insights

77% of online health seekers say they began their last session at a search engine such as

Source:Street, 1615 L., NW, Washington, S. 800, & Inquiries, D. 20036 202 419 4300 | M. 202 419 4349 | F. 202 419 4372 | M. (2013, December 16). Health Fact Sheet. Retrieved from http://www.pewinternet.org/fact-sheets/health-fact-sheet/

Healthcare marketing insights

Orthodontists make the most use of social media marketing with 92% using Facebook

Source:2012 Dental Marketing Barometer Survey—Download Results and Analysis Now - WPI Communications, Inc. (n.d.). Retrieved April 15, 2016, from http://wpicommunications.com/articles/2012-dental-marketing-barometer-surveydownload-results-and-analysis-now/

Healthcare marketing insights

Dental digital marketing stats

• Email marketing in the Dental Industry has the highest open rate % of all industries

Where to start?

Your Website• Your website is the

communication hub and the foundation of your online presence

• It reflects on your brand & communicates clearly your services

• You can think of it as a store front that is available 24/7

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Your website has to be created for 2 users:

• Humans

• Search Engines

The website MUST be mobile optimized

Creating your Website

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Google Analytics• # of unique visitors• goal conversion %• monetary value of goal

conversion• page views• referring sites• social referrals• keywords

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What is SEO?

PPC/ Google

Adwords

Organic SEO

SEO updates• Panda: 2011 targeted sites that didn’t have very

high quality content

• Hummingbird: Effectively interpret users conversational searches. Long tail searches

• Pigeon: More local search results and geo-targeting. Making google searches more relevant to local searches

• Penguin: Penalization of spammy back linking strategies

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Social media is not a fad or trend

it is a fundamental shift in the way we communicate socially

Social mediaReasons Dental Practices use social media

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Why should dental practices do Social Media Marketing?

Impact with patients or referrals Benefit to the practice

Remain top-of-mind Increased visibility and discoverability

Practice shows what it stands for- brand values shine thru Acquires a desired positioning

Added credibility and a loyal following Positive organic WOM which can lead to new patients

Why should dental practices do Social Media Marketing?

Social Media Implementation

know what your brand stands for

Pick your target

audience

Choose Your distribution channels

Create a content calendar

Measure and

adjust

Marketing Automation Programs (MAP’s)

Tools that make your social media

management easier

Online Reputation Management

Online reputation management

• How to manage negative comments?• Should you respond to negative

comments?

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Online reputation management

• 48% of complaints are done in a public setting. i,e: Facebook, trip advisor, Twitter, RateMD

• 80% of consumers say they trust online reviews as much as personal recommendations

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Online reputation management

1. You respond quickly (best practice:within the hour)

2. Show empathy in your response3. Stay on the same social channel4. Respond twice, and no more than that

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Benefit of answering to negative comments online

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1. It increases your customer advocacy and increases customer retention

2. Turns unhappy customers into neutral or happy customers

3. Gathers insights4. Differentiates you from competitors

Source: Jay Baer. (n.d.). Hug your haters. How to embrace complaints and keep your customers. Portfolio/penguin.

ROI of digital marketing

KPI’s ROI for Seaforth

Conversion—> appointment bookings 18%

ROI: (Gain-Investment)/Investment

1. Choose a goal: example appointment bookings2. Track your goal via Google Analytics3. Give it a monetary value—> i.e: average revenue of that

booking4. Calculate the costs involved in getting this booking (PPC +

Labor + software tools)

Key takeaways• Digital Marketing is an important component of

the overall business practice, but you need to do implement it properly to get results

• Invest in training if someone on the team will take this on

• Social media is not a fad or trend, it is a communication shift

Thanks!Q&A