Online Marketing: Dicken Weatherby

Resources:

  1. Multiple Streams of Income: Robert Allen
  2. Rich Dad Poor Dad

Psychology of Marketing:

·  Must get comfortable with the concept.

·  Comfortable with idea of “selling” value of testing, nutrition, good products

Growing Business:

·  Increase number of new patients

o  Increase Prospects to Customers

·  Increased retention

·  Increase amount of sale/visit

o  Price of visits

External Vs. Internal Marketing:

·  Market new services

·  Condition of the month

o  CV health, studies, testing

·  New Programs / Systems

o  Weight loss

o  Anti-aging

o  Detoxification

Preparation Stage

·  What’s you USP?

·  Great E-mail List

·  Web Site

·  Great Information Products

USP:

·  What’s unique about what we do?

·  Chief benefit of our service?

·  Benefits, not features

o  Get out Yellow Pages, evaluate DC ads. Write down features, benefits, statements, and promises. Do this for a number of ads. Everyone is delivering the same message.

·  Develop the “elevator” message

Electronic Target Marketing:

·  Who’s your target?

·  Why Online?

o  Speed: Think writing an online course for patients, e-mail promotions, etc

o  Costs: Relatively cheep

o  Low Risk: Failure fast is OK, with little $ lost

o  Massive Distribution

o  Minimum Skill Needed

Preparation Phase:

Most people don’t go online looking for health care professionals. Search for solution to their problems. Position yourself as a solution.

Understand your target market. Clinic Target market, also online target market. Google Ad words: Do geographic specific advertising (IE 100 miles of your zipcode).

ID your skills, passions of your treatment. What experiences have you had? What are you good at? What do you have knowledge about? Are there areas of my practice other DCs come to me about? How about patients? Write down, then narrow to 5 areas. Write down all keywords you can think of.

Look at https://inventory.overture.com to find list of additional keywords, number of people searching for these words on the web. Google, Yahoo, MSN are top 3 search engines. Search on the keywords you use to see what the competition is doing. Search news.google.com. Search e-zines about the topics.

How to advertise our services. Deliver online product vs clinic sales.

Web site:

Designed to sell. I am the product. Elicits a response.

Brochure web site vs. sales web site, which grabs reader asks them to take an action. Positions you as an expert. Member only area for pts. Have handouts, intake, forms, etc.

Domain name is important. Godaddy.com good domain name site. Choose web host carefully. Don’t share a server, use linux server.

Headlines on web site with communicates benefit of what we do. Navigation in same place each page. Links blue and underlined hypertext. Dreamweaver good web building product. Manage own site. www.Lynda.com for web design info. Use Opt-in offer. Well-written testimonials are essential.

Psychology of the sale. Benefit-driven headline. Problem, solution, what we do, why you need to use us. Headline and heart line. Comparable value of our solution.

Opt-In Mechanism: Critical. Offer free report, info, etc to gather e-mails.

4Q’s to answer: What are they subscribing to, what are they getting, how often e-mailed, and who is writing this? Drop-down box with offer for opt-in, or to access web site.