How to Market your Awake Spine Surgery Program

Speaker 1The next talk I wanted to put up is uh gonna be Renee, uh, Oliveri. Renee is, uh, works in Marketing. She's been really helpful for me as well. Her along with others have been really helpful in terms of Marketing, but she's very thoughtful in terms of how you can build an awakepla program from a Marketing perspective. So I just wanted to put up her video for a second.

Speaker 1So in my, in my previous, in my, in my, in my practice, Renee used to work with us from the Marketing perspective. So she's on the ground, doing some of the Marketing for us. And so she's gonna basically present some, hopefully some basics about Google and SEO and, and how you can think about these kind of things. Go ahead. Pres play.

Speaker 2My name is Renee Oliveira, and I have the pleasure of working with Doctor Alok Sharon on how to market Awake spinal fusion.

Speaker 2We have been discussing over the last couple of years since I've been working with them on healthcare Marketing, how it's evolved and grown to be a sophisticated process of finding creative ways to engage with patients where there are patient care continuum. Patients are more than ever interested in taking back their healthcare journey and educating themselves on what you do and how you do it, and looking at new innovations in Spine and Other surgeries, devices.

Speaker 2Drugs and techniques. One thing to keep in mind that's super important for any surgeon, any medical practice, is your web presence. It's crucial to your growth in the coming years ahead. What do your prospective patients want? Do they want to know every detail about the procedure they have in mind? Do they wanna make sure that they are absolutely the best source for providing the procedure to them?

Speaker 2But what about the content? How will you provide it? How will you keep it updated? That's actually the easiest part. It's related to something you're doing every day, whether you guys are hosting an event like right now, speaking on behalf of Becker's Healthcare, Spine Health, those are all things that you guys, I'm sure are doing often white papers, journals, blogging.

Speaker 2So as you can see, the challenge right now is to

Speaker 2As Mar Awake spinal fusion and Protocols, the solution is finding the right search terms in your competing practice area. So doing a website audit super key before you launch any sort of strategy, especially if you're investing in SEM and SEO, which is search engine optimization and search engine Marketing.

Speaker 2SEM, as you may know, if you've already invested it before, is instant gratification. Phone calls, form fills for the most relevant searches that you want to bid on in your practice, and you see that on Google, Bing, and Yahoo. SEO is more of a natural growth. That's what you see below the fold, 10 positions. It's organic, something you need to be maintaining and working at every month, every year, never going away. It's something that is.

Speaker 2Again, gonna be feeding your dent, which is your website.

Speaker 2Good layout and excellent content super key. Think of anyone when they're coming to your website, they wanna have a good user experience. They wanna find the relevant information, and they wanna be able to engage with you or your practice to take that next action, which is either booking or engaging with the doctor.

Speaker 2So the solution was tracking results, knowing every aspect of how the website has traffic patterns and all the current advertising results, whether it's search, social blogging videos.

Speaker 2Awake spinal fusion Surgery. So the Marketing, the concept of the Spine, so we're gonna be structuring his site properly. We're gonna be doing a site audit to determine any issues, 404 errors, any, um, pages that aren't linking, making sure that things are coded on the website. Again, these are all best Practices for Google when they're crawling your website to drive individuals like myself or anyone who wants to engage with Awake spinal fusion.

Speaker 2Another key important is producing buzz around topics. So as you see with Doctor Schwann and I'm sure with many others, you guys are all participating on different topics in the Spine industry or different types of surgeries and techniques. That is super key to be putting on your website, in addition to participating in the Becker's Health, Spine Health, some of the Other major publishers that I'm sure you engage with.

Speaker 2Another important thing is the right search terms, manual versus automated. Many online marketers utilize automated tools to produce possible keywords for online Marketing campaigns.

Speaker 2A detailed exhaustive manual Research on all possible relevant search phrases are needed to truly find possible search terms. One important thing we always do when we do a search when we do a website audit is to look for any low hanging fruit, keywords that allow any company or consumer to find search phrases that have high relevant value but low competition. Super important. Effective website keyword integration.

Speaker 2Phrases into awake's finalin website along with actively producing content, videos, Social Media on your website and utilizing those phrases to increase traffic, phone calls, form fills, or even if it's just engagement is an important KPI for you.

Speaker 2Going back to a website audit, one thing, a few things that it entails is void of site errors, so.

Speaker 2Different bloggers, websites, videos pointing back to your website, proper keyword structure, so a site audit will confirm and analyze how your group of relevant search phrases is to be properly structured on your site and content for coding purposes. So it's really organizing the layout of your practice, your surgeries, your blogs, your team, your videos.

Speaker 2One of the most important things is good speed score. Think of yourself when you're consuming information. You're using your mobile, your webs, uh, your Tablet, your desktop. Everyone wants it to load fast, and Google is getting harder and harder with ensuring websites have a good mobile speed.

Speaker 2SCM, which is the pay per click again, that's instant gratification. That is the process of purchasing search engine text ads, banner ads, and Social Media ads to push phone calls and form fills for someone who is searching has a need right away. SCO is a process of naturally moving up the website and search engine results.

Speaker 2Instant traffic and results. SCM has provided companies instantaneously to compete in the ad campaign space up to and running within days. SCO is a much longer process. Again, think of your house, which is your website. You always have to be maintaining it. That is what SCO is. It will never go away. It's just gonna always be tougher and tougher to compete if you haven't already started.

Speaker 2Investing in SEO, which is content blogging, backlinking, uh, videos has become very important, and then getting hyper targeted. SCM campaigns can help you with different audiences, GOs, and specific keywords and interests. You don't wanna be too brand. I wouldn't suggest doing competitive spends unless you have a big, big budget.

Speaker 2SCO again is a natural growth so link building is basically.

Speaker 2Having a vote of confidence, whether it's Spine Health, Becker, another healthcare publisher, hospital pointing back to your website, giving you the vote of confidence of an article or a blog that you may quote on, may write a journal, a white paper pointing back to your website. Local optimization, I'm sure you guys all know, Google Business listings, super important to have that optimized.

Speaker 2That's 2nd below the ads um pay per click so it's important that those are optimized putting videos.

Speaker 2Details about your practice, nuances about new innovations, new surgeries, new devices, new partnerships, very important to always be updating that.

Speaker 2A good layout again very important for any user friendliness navigation structuring your content, um, being able to share your content, being able to download it, very important that you have that on your own website and if you haven't been doing that, it's something you should really consider doing now. I'm sure you guys have all participated in giving Spine Health Becker's Healthcare, um, all the Other major hospitals free advertising, free content.

Speaker 2Um, free blogging, white papers, it's super important that you start housing that on your own website. It's a very valuable content that can help you rank organically, very quickly and naturally, and it's content that people are looking for. They wanna read, they wanna understand and educate themselves. It's thought Leadership. So how is it also on your own website?

Speaker 2Lastly, very important now.

Speaker 2You could very much track results very easily through Google Analytics, through your Google Business listing. There's a lot of dashboards that people have been investing in, so you can track phone calls, the quality, form fills, page visits, see what areas of your website people are spending a lot of time. There's a lot of.

Speaker 2The tools, AI tools that you can properly track if you're doing a lot of videos, if you're doing a lot in Social Media, if you're doing a lot in podcasting, there's a lot of areas of opportunity where you can easily track engagement, attribution if people are sharing it, downloading it, commenting on it. So there's a lot of dashboards out there, super important that you have that transparency.

Speaker 2In order to make better buying decisions in order to hone in on what our audience is doing, what they're asking, what sort of actions they're taking on your website.

Speaker 2In today's market, medical Practices need to be enable smarter engagement and retention for the prospective patients and be able to develop as well as maintain new levels of interaction to stay competitive. Marketing for Awake spinal fusion and Other healthcare providers is an ever.

Speaker 2Changing world, but has endless possibilities for you individual professionals, Other medical Practices to reach the audience they need, grow the patient base, educate patients, feature physicians, and scale your practice. Again, just to highlight quickly, optimizing your practice website for Patient experience with content, investing in Social Media and videos, developing local search engine optimization strategies in your Google Business listings.

Speaker 2Correct your provider listings whether you're on Healthgrades, Yelp, Vitals, CareDash, Google, um, even just Other local healthcare directories. There's a ton of them have an active content strategy. You, I'm sure you like I said, I know I see a lot of it. You guys are always participating in Other people and yourself, but continue to put that on your website. Email is super important.

Speaker 2And generating patient success reviews. Patient success stories, very similar to what Doctor Sharon has been doing. Continue to develop that and put that on your website and YouTube.

Speaker 2Thank you and I look forward to speaking with you guys again. Sorry I was not able to be there. um, I look forward to connecting with you and enjoy the rest of the conference.