Internet Marketing and Hearing Aids Capturing Patients Before They Buy by ramhood17

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									                                            10/24/2008




Internet Marketing and Hearing Aids


Capturing Patients Before They Buy Online




  Capturing Patients Online




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                                                           10/24/2008




About Me – EducatedPatients.com




    Virtual Consumer Seminar




Coming Soon…




  By completing this seminar, you
    will be able to:

               1. Prepare for change
               2. Discover a new paradigm in advertising
               3. Formulate a 3-step plan of action to
                  stop the threat and grow your practice




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                                     10/24/2008




        What is the
        biggest problem in
        the industry?




Kevin St.Clergy




         Our reluctance to change.




  Discussion

  • What is a Paradigm?
    – HINT It is not two dimes
  • What is a Paradigm Shift?




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                                                                       10/24/2008




Movie Time

•   Define Paradigms
•   Define the Paradigm Effect
•   Define Paradigm Shift
•   Industry Examples of Paradigms
           y      p            g
•   Industry Examples of Paradigm shifts
•   Take Notes




    Change Management

    • Define Paradigm, The Paradigm Effect and Paradigm
      Shifts
    • Relate Paradigms, Paradigm Shifts and Change to
      Audiology
    • Identify Paradigm Shifts in Audiology




Myths about the Internet, Audiology, and
Hearing Aids
                                           People in my local
                                           market are not online.
                                           There is no need for me
                                           to spend money
                                           marketing online.
                                           Online retailers are not
                                           doing as well as people
                                           think.
                                           The basic template
                                           website I have gives me a
                                           good presence online.
                                           The copy on my website
                                           does not matter.




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                                         10/24/2008




               The Facts




If you are not growing, you are dying.


  The Hearing Aid Industry
  grew 2.3% in 2007



  If you take out the VA, the
  Hearing Aid Industry grew
  1.3% in 2007




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   Internet Usage by Age
                                                                   Internet Usage by Age




      90%

                              87%
      80%                                                    83%
      70%


      60%                                                                              65%
      50%


      40%


      30%
                                                                                                32%
      20%


      10%


        0%

                         18-29                          30-49                        50-64   65+




       97% of Searches Occur Here



                                                                                             11%
                                                                               25%
         • 7.5 billion searches last
           month
                                                                                                    5%
         • 43% are seeking a                                                                                         Time
           local merchant to buy                                                                           6%        Warner
                                                                                                                     Network
           something offline
                                                                                                           3%
                                                                                                                Other




                                                                                      50%

         Courtesy of ReachLocal.com

Sources: Comscore Nov. 2005, Verizon, ClickZ




        70% of American Adults Use the Internet

                       Which is about 141 million people!

                                                                                              Percent of internet
                                                                                             users who report this
                                   Here are some of the things they do online:                      activity

                      Send or read e-mail                                                           91%
                      Use a search engine to find local information                                 91%
                      Get N
                      G t News                                                                      67%
                      Visit a local, state or federal government website*                           66%
                      Buy or make a reservation for travel                                          63%
                      Surf the Web for fun                                                          62%
                      Take a virtual tour of a location online                                      51%
                      Look online for info about a job*                                             46%
                      Get sports scores and info online*                                            45%
                      Send instant messages                                                         39%


      Sources: Pew Internet & American Life Project Surveys, December 2006 *
        Courtesy of ReachLocal.com




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Household Income Profile of Top 5 Search Engines


                    Most Affluent
                  Audience Members

               2.6               2.9                3.1        2.8          2.3

                                                   17.8        19.6         17.9
             25.4               23.2



                                                                                            No Response
                                                   39.7        41           42.4
                                                                                            $100,000+
             41.1               41.3
                                                                                            $50,000-99,999
                                                                                            $25,000-49,000
                                                                                            0-$24,999
                                                   29.1        26.4
              23.8               24.7                                       27.8



               7.2               7.8               10.3        10.3         9.6




 Source: Nielsen/NetRatings for MarketingSherpa, August 2006          Courtesy of ReachLocal.com




Phone is Choice of Contact




                     In-person
                                       6%
    Online form
                            11%
                                                                  68% Phone

                               16%
             Email




Source: Nielsen                                                       Courtesy of ReachLocal.com




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                                                                                         10/24/2008




HOW MUCH DO YOU SPEND ADVERTISING
ONLINE?




The Paradigm is Shifting
   Local Search GROWING!                        Yellow Pages declining.




                                                54%     have substituted
                                          Internet/search for the phone book
 43% seeking a local merchant
     to buy something offline                     Courtesy of ReachLocal.com




Reaching Local Customers


    Local                                                           Local
                                Word of Mouth
   Customer                                                        Business
                                 Traditional
                                 Advertising
                                                                     YOU



                                Yellow Pages


                                  Internet



                 Make More Dollars & Sense
                  Out of the Local Internet
                                                            Courtesy of ReachLocal.com




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                                                                 10/24/2008




            Analyze your Practice




Analyze your Practice

            you have advertising that you have tried recently
                     that has NOT gotten the results you
                     expected?
            you have a website?
            you promote your website as much as you
            can?
            you have conversion tools on that website to get
                     your visitors to do something?
            you have website copy that immediately grabs the
                     attention of your visitors?
            you optimize your website each month for SEO?
            use PPC advertising consistently at a local level?
            you have systems in place to capture email
                     addresses?




Consequences of Not Changing…

                                  • Stress on practices
                                  • Decrease in sales
                                  • More mistrust
                                  • More dissatisfied
                                   patients
                                  • The Death of an
                                   Industry?

                                   We have to take action
                                   …NOW!




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                                                 10/24/2008




                    Where do I start?




3 Step Process


• 1. Change, Create, Convert
• 2. Promote, Promote, Promote
• 3. Measure, Monitor, Adjust




Change, Create, Convert


• We have covered change
• Create a high-quality website
   –   Web 2.0
   –   Customized look and feel
   –   Engaging headlines (Headlines Exercise)
   –   Engaging copy
• Conversion Tools
   –   Phone number
   –   Videos
   –   Freebies
   –   Sign up for free seminars
   –   Live chat




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                                                          10/24/2008




Tell your visitors what to do to get information


•   Watch a free video
•   Download a free report or guide
•   Schedule an appointment
•   Sign up for a newsletter
•   Sign up for an e-course
•   Sign up for a free consultation
•   Exercise – List other items to use on your website.




Promote, Promote, Promote


• Promote from within
• Promote with non-traditional advertising
• Promote with traditional advertising




                 Telephone / Front Desk




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                                                                  10/24/2008




Telephone / Front Desk Procedures


•   Become familiar with website
•   Send patient to website regularly
•   Encourage new patients to visit
•   Encourage new patients to watch video/download freebie etc.
•   Get h         t th     b it
    G t shoppers to the website




                  Counseling




Counseling Procedures


•   Become familiar with website
•   Send patient to website regularly
•   On the fence patients
•   Patients struggling to grasp concepts
•   Tested
    T t d no soldld




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                                                               10/24/2008




Key Message on Advertisements and Website




        Discover what you need to know before
         even considering buying hearing aids.
             www.yourhearingclinic.com




Understanding the Terminology


        Conversion Tool


        SEO                These tools are not well known to
                           our industry but are powerful
                           tools that can help grow your
        PPC                practice.

        Engaging Copy


        Testimonials




Local Search Engine Marketing


• Register with Local Google Yahoo etc.
• Check maps
• Setting boundaries




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                               10/24/2008




Benefits of PPC


•   Traffic to website
•   Simple and easy to learn
•   Flexibility
•   Affordable
•   Ideal for testing
•   Instant return
•   Targeted campaign
•   Flexible
•   Pay for success
•   Easy analysis




Benefits of SEO


•   Affordable
•   Fixed pricing
•   Brand visibility
•   Repeat business
•   Targeted prospects
    T     t d        t
•   Visitors
•   Savings




Blogging


• Blogs are great for SEO
• Blogs build relationships
• Blogs dispel myths




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                                                                 10/24/2008




Measure, Monitor, Adjust


•   Conversion Rate
•   Bounce Rate
•   Traffic Sources
•   Average time on site
•   P     l
    Popular pages
•   Opt-In Rates
•   Sales per Lead
•   Click through rate




The Solution
                           Develop a high quality website that
                           has a strategy behind it.
                           Use conversion tools like the
                           Virtual Consumer Seminar to get
                           patients to make appointments.
                           When you write content for your
                           website, make sure it engages the
                           visitor immediately
                           Learn what keywords are being
                           searched in your local market and
                           develop content for your website
                           d    l             f         b i
                           that will get noticed by search
                           engines
                           Add articles/contents/blogs to your
                           website. Keep current, don’t leave
                           out specials, current events, etc.
                           Promote your website with
                           traditional advertising
                           Budget out $350-$1500 per month
                           for PPC advertising
                           Questions?




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