PR/Marketing for Practice Growth

Nicola Hawkinson, DNP, RNSpineSearch LLC

1. Build Database (30 mile radius map)a. Attorney’s b. referring physicians c. clients

2. Social / Internet campaigna. FB, LinkedIn, Twitter, YouTube, Blogs b. inbound links c. Adwords d. Banner Ads

3. Creation/Development of Content + Physical marketing a. White Papers/Research/Articles/Press/3rd party

4. Referral/Education events5. Analysis/Monitoring/Review

5 Stage Process

MarketingTimeline of Effective Plan / Setting of

ExpectationsMonth 0-3: Preparation Phase, creation of

radius map, development of “Expert Articles with release schedule”, begin social campaign, internet advertising… CREATE SOMETHING TO BE FOUND

Month 4-6: Holding of 1st round of events, follow up with attendees, analysis/results, tweaking for future events

Months 7-9: 2nd round of social marketing, increase data base for radius map, Holding of Tested Events focused around “what worked”

Months 10-12: Capitalize on hard work from the prior 9 months; Referrals, patients, GROWTH begins to pick up and REAL marketing plan finds its place in the practice. Look back at events, analysis and review of all for future marketing

Creation of DatabaseSpineSearch will create a customized database. Database will be comprised of: malpractice & personal injury attorney’s, Referring Physicians and clients within 30 miles of office locations

Social/Internet CampaignWhat is Social Media:

Social/Internet CampaignSocial campaign will be geared around creating awareness, creating content, creating ability to be found.SpineSearch will use FaceBook, Linkedin, Twitter, YouTube, the creation of inbound links, Dr. Kaul’s new Blog… along with content for current site in order to create a “discoverable” platform and positioning as an expert in Pain Management

Social/Internet CampaignPR, Marketing and SEO agencies are all fighting for a piece of the pieThe term social will become extinct: What is Marketing if it isn’t social?Those in PR/Marketing/Advertising who dismiss social media will become irrelevantIf you are not doing what the 16-24 year old demographic is doing you will become irrelevantExpect your business to become a social business

How much can you possibly know about yourself if you’ve never been in a fight?

How effective can your social media campaign be if you haven’t conducted your research?

PR/Marketing Circle

• Blogs, Podcasts, Video

• White Papers, Think Papers, Articles

• Press Releases

• Compliant & Accountable in CodeStructured and Rich in Key Words

• Search Friendly

• Comments• 3rd Party

Bookmarks• Link

Generation

• Press Release• Social Media• Press Relations

4. Distribution

5. Content Engagement

3. Content Generation

2. Content Optimization

Offsite

Onsite

1. Key Words!

Multi-Prong Referral Strategy

Referrals

Clients

Attorneys

Physicians

Creation of Physical Mailers/Advertising

SpineSearch will develop and present physical marketing materials for the scope of the campaign. SpineSearch will make suggestions for printer materials. All Jobs will have a competitive bid completed

SpineSearch will work to select & write white papers, articles & press releases to front load the social media and web platforms with content to position his facility as “Best in Breed”

Monitoring-Analysis-ResultsWith the help of in-house staff SpineSearch will help to create a plan to monitor, analyze and give a full report in a results oriented fashion. Goals:

1. Web Traffic, FB friends, LinkedIn Network, Twitter Followers

2. Database + CRM system3. Referral Base4. Increased patient acquisition5. ROI

Thank YouNicola V. Hawkinson, DNP, RN,

RNFA

WWW.SPINE-SEARCH.COM