| Elective medical procedures including
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| | marketing strategy based on targeting
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| cosmetic surgery and aesthetic
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| | existing search engine traffic for terms
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| dermatological services present a unique
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| | relating to specific medical procedures.
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| opportunity to healthcare providers
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| | Something of a "black art" - search
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| interested in marketing their services.
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| | engine optimization (SEO) is difficult to
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| Few insurance companies reimburse for
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| | implement effectively and results can
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| these procedures and consequently
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| | vary greatly between providers of SEO
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| patients are usually required to pay
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| | services, however the rewards are
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| out-of-pocket. This shift in payment
| |
| | considerable.Example: A prominent
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| process changes the market for elective
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| | dermatologist recently contracted my firm
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| procedures in a number of ways as the
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| | to provide online marketing for her Los
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| patient:* - Can now choose any healthcare
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| | Angeles and Santa Monica dermatology
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| provider they desire
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| | practices. Los Angeles is widely
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| * - Is more likely to comparison shop to
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| | recognized as a destination locale for
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| find the best/cheapest provider
| |
| | aesthetic/cosmetic procedures and this
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| * - May travel significant distances to
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| | physician saw an opportunity to increase
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| visit their preferred providerAs a result
| |
| | business by targeting both local and
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| of these changes, the market size for
| |
| | national/international markets via online
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| elective procedures is effectively much
| |
| | advertising and search engine
|
| larger than that for insurance-reimbursed
| |
| | optimization. As of the date of this
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| services as patients can be sourced from
| |
| | article, her site is ranked #1 on Google
|
| outside of the provider's local
| |
| | and MSN for "Los Angeles dermatologist"
|
| geographic area. For example, skilled
| |
| | and she is seeing a 40% increase in
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| cosmetic surgeons are highly sought after
| |
| | office appointments, all made directly
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| by patients in high-socioeconomic
| |
| | through her website.In this article I've
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| populations and these patients are
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| | focused mostly on cosmetic/aesthetic
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| willing and able to travel significant
| |
| | services, however almost any type of
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| distances in order to visit a top
| |
| | medical procedure where the patient is
|
| surgeon. The large, potentially
| |
| | granted some freedom in their choice of
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| international, population for these types
| |
| | provider can benefit from online
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| of elective procedures makes for a highly
| |
| | advertising. Other applicable areas
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| competitive market - one that also
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| | include complex procedures relating to
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| happens to be ideally suited to online
| |
| | oncology or cardiology services. As more
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| advertising.When people think of online
| |
| | and more patients go online to research
|
| advertising they typically think of
| |
| | their healthcare options, online
|
| banner advertisements, however new
| |
| | advertising will continue to grow as an
|
| marketing strategies such as search
| |
| | important part of any effective
|
| engine optimization and contextual
| |
| | healthcare advertising campaign.Marshall
|
| advertising are currently providing
| |
| | Clark is Founder and Principal Consultant
|
| better returns and, if applied
| |
| | of FirstRanked Healthcare ( - a privately
|
| intelligently, can be far more effective
| |
| | owned healthcare marketing agency
|
| at generating new patients and increasing
| |
| | specializing in search engine marketing
|
| business for a healthcare practice.Very
| |
| | strategies for pharmaceutical, medical
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| briefly, search engine optimization is
| |
| | device, and medical provider markets.
|
