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Online Advertising for Elective Medical Procedures

Elective medical procedures includingpractice.Very briefly, search engine
cosmetic surgery and aesthetic/dermatologicaloptimization is marketing strategy based on
services present a unique opportunity totargeting existing search engine traffic for
healthcare providers interested in marketingterms relating to specific medical
their services. Few insurance companiesprocedures. Something of a "black art" -
reimburse for these procedures andsearch engine optimization (SEO) is difficult
consequently patients are usually required toto implement effectively and results can vary
pay out-of-pocket. This shift in paymentgreatly between providers of SEO services,
process changes the market for electivehowever the rewards are considerable.Example:
procedures in a number of ways as theA prominent dermatologist recently contracted
patient:* - Can now choose any healthcaremy firm to provide online marketing for her
provider  they  desireLos Angeles and Santa Monica dermatology
practices. Los Angeles is widely recognized
* - Is more likely to comparison shop toas a destination locale for aesthetic
find  the  best/cheapest  providercosmetic procedures and this physician saw an
opportunity to increase business by targeting
* - May travel significant distances toboth local and national/international markets
visit their preferred providerAs a result ofvia online advertising and search engine
these changes, the market size for electiveoptimization. As of the date of this article,
procedures is effectively much larger thanher site is ranked #1 on Google and MSN for
that for insurance-reimbursed services as"Los Angeles dermatologist" and she is seeing
patients can be sourced from outside of thea 40% increase in office appointments, all
provider's local geographic area. Formade directly through her website.In this
example, skilled cosmetic surgeons are highlyarticle I've focused mostly on cosmetic
sought after by patients inaesthetic services, however almost any type
high-socioeconomic populations and theseof medical procedure where the patient is
patients are willing and able to travelgranted some freedom in their choice of
significant distances in order to visit a topprovider can benefit from online advertising.
surgeon. The large, potentiallyOther applicable areas include complex
international, population for these types ofprocedures relating to oncology or cardiology
elective procedures makes for a highlyservices. As more and more patients go online
competitive market - one that also happens toto research their healthcare options, online
be ideally suited to online advertising.Whenadvertising will continue to grow as an
people think of online advertising theyimportant part of any effective healthcare
typically think of banner advertisements,advertising campaign.Marshall Clark is
however new marketing strategies such asFounder and Principal Consultant of
search engine optimization and contextualFirstRanked Healthcare ( - a privately owned
advertising are currently providing betterhealthcare marketing agency specializing in
returns and, if applied intelligently, can besearch engine marketing strategies for
far more effective at generating new patientspharmaceutical, medical device, and medical
and increasing business for a healthcareprovider markets.



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