presenter(s) · 3. brand your page with your logo, catchy description information, graphics 4. read...

Confidential—Proprietary Information—For use by authorized QSI | NextGen Healthcare employees only. Not for public distribution. Copyright 2012

Topic

Level

Presenter(s):

Social Media and Online Advertising for your Practice

Tuesday, November 13 - 11:00AM to 12:15PM

Ryan Hourigan - Sr. Sales Analyst Monica Durazo - Marketing Acct. Rep.


Things our lawyers make us say...

Neither NextGen Healthcare nor any presenter at the Users Group Meeting is engaged in rendering legal or other professional advice and this presentation is not a substitute for the advice of your attorney, accountant and/or other professional advisor.


Session Guidelines

• Turn off all cell phones & pagers • Questions will be addressed at the end

of the presentation • Refrain from personal discussion


Part I – Search

Have you started advertising online?

Two major Platforms:

• Adwords, Google – Main traffic source ♦ Googles ad network • Adcenter, Bing and Yahoo


Part I – Search

Where do you start or take it to the next level?

Ad Agency

Local Expert

Google Adwords Support


Part I – Search

Where do you start or take it to the next level?

Ad extensions:

Bid-per-call (very new) Offer extensions (very new) Call metrics Seller rating extensions Ad sitelinks (favorite of mine) Product extensions Location extensions


Part I – Search

Get inspired with different search and display ad formats!

Text Ads on Websites

Image Ads on Websites

Video Ads on Websites

Ads on Mobile Websites


Part I – Search

KPI – Key Performance Indicators

CPA – Cost per Conversion/Acquisition – New Business CPM – Cost per 1000 views – Branding Call Conversions – Call tracking numbers – Monitor calls and

frequency Setting Goals (i.e. Filling out a contact us form or time on site

more than 1 minute) – Aiming to make an impact


Part I – Search

How do you segment and target for success?

Reaching your local audience • Location radius targeting How is your audience choosing to browse

• Device Targeting Bidding on your name – protecting your brand Using Ad Extensions links within Adwords – offer them more places

to click Advertising for value or specialty work – make a distinct value

offering


Part I – Search

Other tools to segment and target for success?

Above the fold Advertising • Ad Scheduling Frequency Capping Negative Words Test, Test, Test and Test.


From Online Advertising…

To Getting Social


Part II – Social Media in Dentistry

“Today, I was liked, requested, friended, tagged, poked, IM’d , pinged, polled, tweeted, #hashtagged, grouped and then finally deleted”

….(It was a rough day)



What is Social Media?

1. Social media includes web and mobile-based technologies which are used to turn communication into interactive dialogue among organizations, communities, and individuals.

2. Social Media can be summarized in 1 word:

a. Collaboration, Network, Conversation, Sharing, Relationships, Multi-dimensional, Inclusive, Information, Community, its Personalization….it’s real…It’s PEOPLE.

*Wikipedia, Mashable.com*



Top social media sites • Facebook • YouTube • Twitter • Pinterest • Yahoo! Answers • Google+ • Tagged • Linkedin • MySpace • MeetMe!

*Alexa.com



Consistently changing rankings

1. New websites, like MeetMe, Instagram and others - evolving and replacing other well-known Top 10 sites. Example: Yelp!

1. Yahoo! Answers, Google+ and Tagged are gaining momentum

and in some studies passing the well knowns like Linkedin, Pinterest and Twitter.


Part II – Social Media in Dentistry Facebook Timelines – the what’s and why’s

1. Page creation for a company – EZ and FREE.

2. Goal setting - Be realistic.

3. Pick an administrator – Has to be someone YOU like.

4. “Like” other industry partners, voices of authority, publications – Keep an eye on them, share their info.

5. Create albums, add historical information - Humanize your brand – timelines tell your practice story!

6. Start posting and REMAIN CONSISTENT - Don’t give up.

7. Start promoting and build your fan base – It’s ok to ask Mom!

8. Offer contests, offerings – Starbucks gift cards, anyone?

9. Add videos, pictures, testimonials, cover picture – Lovin’ the photo opp.

10. Link your website, signatures to your Facebook page – Like us here!

11. Loosen up a little bit, have fun! Remember the people who “like” your page are people interested in what you are doing. So keep it interesting and keep doing it!



Facebook Newsfeed

1. EVERYTHING!

2. Current news, local news, industry related news, publications, white papers, videos…

3. “Its all about you” …You can learn about YOU, your practice and what the market is saying about, well, you.



YouTube

YouTube is a video-sharing site on which users can upload, share, and view videos.

Cool Stats: • YouTube is the 2nd largest search engine in the world.

• Nearly 17 million people have connected their YouTube account to at least one social service (Facebook, Twitter,etc).

• Over 12 million people are connected and auto-sharing to at least one social network.

• 100 million people take a social action on YouTube (likes, shares, comments, etc) every week.

• More than 50% of videos on YouTube have been rated or include comments from the community.



“Why YouTube”

1. Setting up a channel is E-Z and it’s FREE!

2. YT does not require HD video – anyone can upload a video.

3. YT does not require editing software – they let you use theirs. 4. YT is one of the only websites where you & your patients can be

the STAR! The power of video – can be really good (or can teach your practice a lesson).

Moral: Do the right thing by the customers. They have a much bigger voice than ever.



YouTube – Things to think about:

1. Get media release forms

2. Have a clear goal of the TYPES of videos you wish to upload

3. Brand your page with your logo, catchy description information, graphics

4. Read the YT guidelines

5. Link your FB &YT pages– add the YT button to your signature, websites, emails

6. Invite patients to view and vote on your videos – ask patients to be IN your videos

7. Use your videos to help garner trust from prospective patients – share your videos!


Any Questions?

presenter(s) · 3. brand your page with your logo, catchy description information, graphics 4. read...

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