the meaning of online reputation in aesthetic plastic surgery today
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The meaning of online reputation in aesthetic plastic surgery today
Pavel HilbertEstheticon CEO
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Your Online Reputation
The Google Name Game Doesn't matter how many patients you have
How? Answers, articles, testimonials, profiles, websites, videos, blogs
“To gain influence and status share your expertise and content.”
Gary Hamel
“To gain influence and status share your expertise and content.”
Gary Hamel
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Recommended vs. Online,Related vs. Anonymous
Should I see / contact this surgeon? Who is the surgeon I am going to see?
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Wallpaper the 1st SE Result Page
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1st Search Engine Result Page
1 website is not enough 10 results to go good or bad Affect all search results for your name Different results for different KW phrases
“Prof. Dr. med. Marc Peter” “Dr. med. Marc Peter” “Prof. Marc Peter” “Dr. Peter Berlin”
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Wallpapers to choose from Marketing channels
SEO, youtube.com, Pay Per Click, Social media*, medical portals, articles, press releases, patient testimonials, doctor's reviews, blogs
A little bit of most things
... but Content to rule them all
*You don't have to be on facebook
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More paths, content & visitors
Google plus
Linkedin.com
Facebook (Profile vs. Page, Private separated Professional)
Xing.com
Google places
Youtube.com channel
Forums and health portals
Blog (link it to G+ profile)
And last but not least get a profile on ...
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Good Old Articles
No more topics, all is covered? Aspects of a treatment ...breast implants sizes, sport after breast augmentation,
breast augmentation recovery Format, short, few headlines,
1-2 sentences per paragraph Short Interviews 7 questions about ... Authentic & positive Illustrate what you are talking about Even article with no links generates SEO push
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Swim lanes misconceptionan illusion of ROI of specific marketing channels
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Optimizing channels
Boost Google Adwords ROI by articles, testemonials or forum activity
Patient clicked an add, read an article, saw a video and checked out reviews...who is the one to get the credit?
Synergistic effect
1 + 1 = 3 or more1 + 1 = 3 or more
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Time is of the essence
Who reads articles? What kind of article people read?
“Answer questions online and you´re not talking to one prospective patient, you're talking to thousands.”
R. Lovitt
“Answer questions online and you´re not talking to one prospective patient, you're talking to thousands.”
R. Lovitt
I have a concern. Question & Answers Have your patients, bloggers
and journalists create your reputation
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Education by sharing experience
Everybody specializes in something nobody does everything or knows the all latest advances and techniques
Speak the language of your patients Two doctors two approaches Link to good relevant information. It's valuable
for your visitors, it will not hurt your rankings
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Sharp shooting with Long tail Real world plastic surgery clinic Google Analytics example:
Trafic from Search Engines: 15.026 visits
Search Phrases: 4.497
Top 10 search phrases: cca. 2.000 visits (15% visits)
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Catch patients' attention Gummy bear implants, liquid facelift,
dracula therapy
“Buzzwords” and numbers Unique Selling Point. Virtual or Real.
http://www.gummybearbreastimplants.com
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Estheticon summary
Claim and set up your profiles
Be active, answer questions and speak up
Educate patients
Publish articles, opinions, share expertise
Your Online ReputationYour Online Reputation
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Estheticon features
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Estheticon features
www.estheticon.de/registration
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Thank you for your attention and feedback
Pavel HilbertEstheticon CEO
[email protected].: + 420 777 591 118