Why Inbound Marketing MattersInbound Marketing Reduces Your

Average Cost per Lead by $230 PER Patient.

Inbound Marketing will work with your existing marketing mix (or independently if you don't market at all) to create more leads and generate more appointments.

So, What is Inbound Marketing?

Inbound marketing is when a patient finds your office on their own (through search, social media, PR, etc.)

Outbound marketing is when you invade their lives to grow your business (print/radio/TV ads, billboards, direct mail, etc.)

So, What is Inbound Marketing?

Successful Inbound Marketing

Programs Include:

◦Online Reputation Management (ORM)

◦Content Management System (CMS)

◦Social Media Development (SMD)

So, What is Inbound Marketing?

To Work, Each Plan Needs:

◦Content

◦Communication

◦Consistency

◦Creativity

Inbound Marketing and Online Reputation Management (ORM)

Online local/review sites allow for anyone to review your physician(s)

◦ There are no barriers to entry and few defenses against those who would use the medium to attack rivals, sabotage competitors, or flaunt grudges.

ORM is your first line of defense in protecting and improving your online reputation

Inbound Marketing and Online Reputation Management (ORM)

Examples Include:

◦www.HealthGrades.com

◦www.RateMDs.com

◦www.Vitals.com

Inbound Marketing and Online Reputation Management (ORM)

Review Sites Display Prominently on Google:

Inbound Marketing and Online Reputation Management (ORM)

84% of marketers agree that building consumer trust will become marketing’s primary objective in the near future.

80% of shoppers change their purchase decisions based on negative reviews.

More than 92% of buyers regularly check reviews online before making a purchase or service decision.

Inbound Marketing and Content Management

Content Management is More than Just Social Media

Content Management Includes: ◦ Custom Content Development

◦ Social Media Management

◦ Local Search Monitoring and Updating

◦ Video

Inbound Marketing and Content Management

Consistent Content Development is Crucial to Increase Search Ranking and Build Loyalty.

By creating content you position your doctor(s) as an expert in the field.

Inbound Marketing and Content Management: BLOGGING

70% of consumers prefer getting to know a company via articles rather than advertisements

Inbound Marketing and Content Management: SOCIAL MEDIA

Creating a strong, structured social media plan has shown to have numerous benefits:

◦74% of marketers found that increased web traffic occurred with 6+ hours a week invested in social media

Inbound Marketing and Content Management: SOCIAL MEDIA

◦61% of marketers see lead generation benefits with social media

◦85% of marketers indicated that social media efforts have generated more exposure for their business

Benefits of Social Media Use Reported by Marketers:

Marketing and Content Management: LOCAL SEARCH

More than 74% of searches are for local content and small businesses

Patients can’t find your information if it isn’t up to date and confirmed.

Inbound Marketing and Content Management: VIDEO

76% of marketers plan on increasing their YouTube and/or video marketing this year (meaning if you aren’t making videos, your competitors are)

YouTube is the 3rd most visited site on the web behind Google and Facebook

The Heart of the Matter: RECAPOur Content

Management Program Will:

Help Keep Negative Comments OFF SEARCH ENGINES

Schedule You MORE APPOINTMENTS

Put You Where Your PATIENTS ARE LOOKING

Position You AS AN EXPERT

The Heart of the Matter

Thank You for Your Time!

All stats taken from the 2012 Social Media Marketing Industry Report, Social Media Examiner and Hubspot’s State of Inbound Marketing Lead Generation Report 2010 and 2011, respectively.