reputation marketing for dental surgeons
TRANSCRIPT
“It takes many good deeds to build a good reputation, and only
one bad one to lose it”
~ Benjamin Franklin
Herman Tumurcuoglu
• Industry Pioneer. 20+ years Experience.
• Mamma.com (NASADAQ: MAMA)
• SEO consulting in from 2003-2014
• Sessional Lecturer at McGill University
• LTA & sessional JMSB.
What you will learn
• Word of Mouth is Changing
• Implication to Dentist / Patient Relationship
• Reputation Marketing
• Search Engine Reputation Management (SERM) Process
WORD OF MOUTH TODAY
WOM 2015 vs 2011
Source: AC Nielsen
-9%
+4 %
+8 %
+12%
+14%
+6%
WORD OF MOUTH IN 2011
Dentist / Patient Relationship Is Changing
Source: http://www.jmir.org/2012/1/e38/
A Changing Landscape of Physician Quality Reporting: Analysis of Patients’ Online Ratings of Their Physicians Over a 5-Year Period
Power of the new Publisher (Your Patient)
• Patients feel empowered by the anonymity of review sites.
• They influence future patients.
• Because of privacy laws you cannot easily find out who wrote the reviews.
• Even if you did, HIPPA compliance will make it unwise to reply to patients online.
• First Amendment & DMCA safe harbor rights make it impossible to remove anything that’s said online.
• Defamation? Get ready for some “digital backlash”.
Power of the new Publisher
Praying is good… but not proactive!
Reputation Marketing
• Promote Your Brand Name on Social Media • Encourage Good Reviews on Branded Sites • Monitor Your Brand Reputation Online
All of this is a means to an end…
Influence The Way You Appear on Google!
In 2016 Patients are using….
“Yellow Page usage among people ...
below 50, will drop to zero, in the next
five years.”
~ Bill Gates May 2007
Desktop: “Meridian Dentist”Mobile: “dentist” in Meridian, ID
2014 2016
Desktop: “Meridian Dentist”Mobile: “dentist” in Meridian, ID
Search Engine Reputation Management
Search Engine Reputation Management
Search Engine Reputation Management
Search Engine Reputation Management
Search Engine Reputation Management
Search Engine Reputation Management
FINALLY PAGE 3Social Media
Step 1 - Conduct the SR Audit
Brands
Influencers Blog postsNews Articles
Slandering Documents
Negative Auto-Completes
Negative Reviews
Online Complaint Directories
Videos
Images
Rumours
Hurtful Press
Step 2 - Content roadmap(1) Social media + UGC sites (2) SEO rich micro-sites (3) Blogs(4) Wikis & Knowledge Graph(5) Press releases and more.
Typically we are building 20-35 Social Profiles & UGC accounts (Social Signals).Depending on the situation we are building 2-4 micro sites.Depending on the situation we are building 2-3 blogs.We may develop a wikipedia & Knowledge graph strategy.Some situations may require monthly press releases.
Step 3 - Content Outreach(1) Write articles that contain keyword “anchor
text” and pitch them to our network high authority Blog Authors (we currently have 900+ contacts).
(2) These links influence the movement on the 10 pages search results.
Example: You ranked 53rd for Dentist in NewPort, RI. Now you rank 12 !!!
Step 4- Crowdsourcing
USER SIGNALS
Cost of Doing Nothing
Average dollar value of single tooth procedure (surgery & Crown)
$4,000
2 Recall visits a year 20 years: 40 X $400 $16,000
20 year value of that patient $20,000
Lifetime value of that patient $$$
Cost of a having a bad or poor online reputation = 41% patients won’t do business with you because of a
bad or no reputation. So 4 out of 10!
NOW MULTIPLY THAT BY # OF 10 PATIENTS SETS
4 x $20,000
$80,000
“In Trouble”
$2500/mt
4-12 months
Preventative
$2500/mt
ONLY 3-4 months
Working with our team
Working with our team
Herman Senior Consultant
Julie Account Manager
Quincy Account Coordinator
Thurshan Content Writer
Alexandra Account Coordinator
Herman Tumurcuoglu
Or just Google “online reputation expert”.
http://ca.linkedin.com/in/expertonlinereputation
To find us just Google “Search Engine Reputation Management”.