Phyzoom Healthcare Marketing Tip: How Do I Improve My Ranking On Google?

By Kyle Blankenship on February 4, 2010

“How Do I Improve My Ranking On Google?” is, hands-down, the #1 question that we get from clients.  Those that we talk to know that they want their practice/hospital to be one of the first to show up on any Google search of their specialty within their local area, but aren’t sure how to do it.

In order to take on this challenge, you have to first understand how a page becomes highly-ranked.  Google uses two main software tools when finding relevant pages during a search:  Page Rank Technology and Hypertext-Matching Analysis.  PageRank, named after Google co-founder Larry Page, assigns a numerical value to each site based on the number of link-backs that web page has.  Every time a link for that site is created, that page gets one “vote.”  The more “votes” a page has, the higher it will be ranked in Google’s system.  Simply put, if other websites are using hyperlinks that refer people to your site, Google considers your site to be an authority on that topic.  Hypertext-Matching Analysis, on the other hand, inspects content by factors such as  font type, subdivisions and the location of each word to determine how reliable a source is.

So what is the take-away from all of this technical jargon?  What Google is saying here is that the way to move up the ranks in their search engine is to provide interesting and updated content.  Think about it – the main reason someone offers a hyperlink to check out through a blog or website is because the source has great information that applies to a specific topic.  For example, people go to sites like Craigslist and CNN, not for the design, but for the content and relevant information that they offer.  The more link-backs that these sites have, the higher Google’s tools will rank them.  Giving your visitors fresh content that they can relate to will keep them coming back for more, and will help you become an authority on Google.

If you aren’t sure what type of content to use, check out Phyzoom’s post on blog content for healthcare professionals.

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Super Bowl Ads VS. Social Media

By Kyle Blankenship on February 2, 2010

With the second-most watched event in the world (next to the World Cup) coming up on Sunday (February 7), Phyzoom’s Marketing Team came across some very interesting statistics that compare the reach/cost of a 30 second Super Bowl advertisement to the monthly impact of the free social media services on Twitter, LinkedIn and Facebook.  How are you making your impressions?

Twitter (Monthly)                                        LinkedIn (Monthly)

Users: 22,808, 321                                                Users:  14,879,393

Visits: 133,636,767                                               Visits:  51,215,574

Facebook (Monthly)                                              Super Bowl

Users:  132,130,132                                        Viewers: 151,600,000

Visits:  2,712,234,571                                      Ad Cost: $3,000,000

*Statistics provided by NuGrowth Solutions, LLC

Many points can be drawn from this data.  While over 151 million viewers in a four-hour window is impressive within itself, many organizations need to think about how much of an impact this 30 second advertisement will actually make on its audience.  Phyzoom’s Marketing Team, for example, could only name two or three companies that ran ads during last year’s Super Bowl.

While it took a month for these social media sites to reach the same number of viewers that the Super Bowl had, the constant reach that Twitter, Facebook and LinkedIn have gives these tools a lot of power within the field of marketing.  Social media offers organizations a new way to meet their audiences in a completely interactive environment.  In addition, their constant reach lasts 365 days out of the year, while an ad for the Super Bowl may be seen a handful of times in total.  Plus, setting up an account on Twitter, Facebook and LinkedIn is completely free.  What’s not to like?

If you need help starting up a new social media account, check out Phyzoom’s Three Steps to Social Media Success, How Physician Practices Can Benefit From Twitter and How Physician Practices Can Benefit From Facebook.

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Are Doctors Ready for Virtual Visits?

By Kyle Blankenship on January 28, 2010

There seems to be mixed opinions on this one.

A January 7 article from The New York Times discussed the concept of telemedicine, which has the potential to improve quality of care by allowing physicians in one, centralized “control center” to monitor and care for patients around the country.  A great example of the benefits of telemedicine was proposed by the author, Dr. Pauline Chen.  Dr. Chen mentioned that a rural primary care practitioner who has a patient with a rare skin condition could get expert consultation from a top-notch dermatologist who specializes in that condition at a center hundreds or thousands of miles away.   Along with that, telemedicine would help keep a constant eye on patients who may be elderly or in I.C.U., and need the extra care.  However, for many doctors, telemedicine would depersonalize relationships and damage trust between physicians and their patients.

I’m sure many physicians and other healthcare professionals have opinions on this.  Would telemedicine enhance or hurt the overall patient experience?

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Apple’s iPad – Future of Healthcare Technology?

By Kyle Blankenship on January 27, 2010

With Apple’s unveiling of its state-of-the-art tablet device, known as the iPad, many professionals wonder if this new tool will revolutionize healthcare as we know it.  With over 4,900 health and fitness applications currently available in the iTunes AppStore, a 9.7 inch screen and a $499 starting price, the iPad has a huge advantage over other medical tablets.  In addition, iPhone users can sync their current applications to the iPad without having to purchase them again, which is a huge attraction to doctors that already use these medical-specific applications on their phones.

Check out the iPad demo here.

This technology has a great deal of potential to change the way physicians deliver care.  Do you agree?  Are there any potential downsides to the new tablet?

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Phyzoom Healthcare Marketing Tip: Three Steps to Social Media Success

By Kyle Blankenship on January 26, 2010

Many clients of Phyzoom have expressed an interest in using social media as a marketing platform, but  aren’t sure how to effectively use it.  The Phyzoom Marketing Team has compiled a list of the top three things that healthcare professionals should keep in mind when building an effective social media campaign.

1.  Have a plan of attack! – Spend the extra time before you start your social media journey to research what your patients want to see from you or your organization, and set goals based on your findings.  For example, maybe you want to increase your reach to young, active people between the ages of 18 and 24.  Therefore, your goal could be to gain 300 followers on Twitter within this niche over the next four months by releasing weekly health tips revolving around nutrition, proper hygiene and workouts.  Remember to set goals that you can reach!

2.  If you build it, they may not come. - Just because you sign up for Twitter or Facebook does not mean that you are going to have hundreds of followers right away.  In order to be successful in the social media world, you’ve got to promote yourself!  Add links to your website and E-Mail signature, and be sure to stay up-to-date on your posts!  Give readers fresh content that will keep them coming back for more.

3.  Two-way communication is key!  - Using your social media platforms strictly as a way to make announcements is an approach that is likely headed for failure.  Instead, in addition to your blog posts, check-in with you followers by responding to their questions or find out how they are doing.  Social media is just another way for patients to stay connected with their physicians or healthcare organizations, and responding to their questions can only help you build those relationships.

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