Case Study

Advanced Medical Center – Internet Marketing

Offering urgent care services to patients including flu shots and occupational medicine.

Document Number: 20080
Client Contact Name: Gregory E. Leach MD, MBA
Title: President
Date of service: 2006 to present

Disclaimer:

The information in this document number 20080 is proprietary to Gregory E. Leach MD, MBA. This information is not intended for reproduction, copy or any form of distribution. The information is intellectual property that is not intended to be viewed or talked about to any competing practice that offers medical services. All rights are reserved and all information in this document belongs strictly to Internet Marketing Logic, Inc.

Case Study:
Advanced Medical Center

Sally Leach, the office manager and wife of Dr. Gregory Leach came to Internet Marketing Logic with one main goal: she wanted to increase walk in traffic. They had just moved to a incredible ultra-modern State-of–the-art facility about three miles from where their old location was located. On top of the market drop, the new location change hurt the practice further as returning patients did not know how to find them.

Summary:

In July of 2006, I sat down with Sally and Lori-Ann Martell and went over what I do specifically as a SEO and how I go about working on a solid online strategy. Sally and Lori listened, they picked up my comments quickly and understood what I was offering, and they became very excited about moving forward with my service.

As always, we took the time to observe what local competitors were doing online. We also copied and archived all competitors’ websites and looked at the competing website’s source code to see what their key words were.

Even with the heavy concentration of “Family Doctor” websites, we were able to find several holes in the market that were left open by the competition. Below is a list of key phrases that are heavily searched with little to no competition.

  1. Naples Occupational Medicine
  2. Naples Family Doctors
  3. Flu Shots Naples
  4. Naples FL Family Doctors
  5. Urgent Care Center
  6. Urgent Care Doctors

Problem:

As you would expect, the competition is heavy when you try to internet market for this practice. Most doctors get up to 60% of their business from specific practice title searches. (Dentists, Dermatologists, Cardiologists) A large percentage of the public will go online and look but only for immediately needed medical terms. Urgent Care, Flu Shots, Family Doctors or the actual doctors name in case of a referral.

I have found similar situations when there is such a strong online influence that doctors or office administrators who monitor their websites will be more aware of their daily positions and constantly call me to maintenance their rankings. If a website is pulling 60% of the companies revenues, you can imagine how important it is for me to get that website back to its top position when it has been replaced by a competing website.

This is why we charge a monthly fee. It is a constant battle to hold high ground.

Remember, this is a highly successful urgent care facility that moved to a new location. Another important thing for me to keep in mind is that I need to offer this client a compressive local program that will identify the new location and clean up old location markers left latent in local search results. If you searched Advanced Medical, Google would tell you they are located at another location. OUCH. That has to hurt.

Objectives:

First in Foremost I have to clean up the mess. Inaccuracies. Wrong addresses, wrong locations, wrong maps, and wrong phone numbers, old web pages. Lots of crap.

In an effort to impress this client with more than average rankings, I have decided to optimize the client’s main web page in addition to the three landing pages and two microsites. My main objective is to not over optimize but to offer enough optimization to gain rankings in this very competitive landscape.

Focus on offering this client a clean and precise local program. I had to pull my Google card, and call the IT department. Getting rid of indexed content can be daunting and in some cases next to imposable.

NOTE: Do not believe the companies out there that promise that they can clean the web of slander and inappropriate information. There is no company on this green earth that can do such a task. Yes, you can alter and correct local information, you can contact webmasters to remove bogus blogs and you can drop no-follow codes on information that you do not want people to read. But, if there is a law suite, PDF document or white paper that has been indexed online and you want that information removed. GOOD LUCK. A court order cannot remove information that has been indexed and duplicated hundreds of times from server to server, from directory to directory. Good Luck.

Google offers tools that can help clean and make accurate the Business places and business records so the user gets accurate and precise content.

FACT: originally Google populated all the local “places” information with InfoUSA data. This data is not 100% accurate; in fact it has more than a 10% amount of error. So you can imagine how much clean up is needed to be done to the addresses and phone numbers posted in Google.

I worked with Google to get rid of all the old local data and replace that data with the new local information. Google “Places” today represents an extremely important place to optimize. Most local search results post local phone numbers addresses and a map that shows the location of area business all in organic results.

Here is a list of items we will need to work on:

  1. A great linking program to medical verticals
  2. Create powerful landing pages
  3. Write strategic source code
  4. Index to all main directories
  5. Include a comprehensive Local places and “Online Yellow Page” indexing program

Attack:

My plan of attack was basic but strong. I decided on a microsite format and decided to optimize the main name URL. The name of this doctor will be searched heavily and because of all the medical affiliate links, they all point to his main URL. Therefore, it is the main URL that I have to optimize. That will be my strongest strategy. I also have asked the client for additional funds for a keyword-buying program. (Optional and still pending) This again will help our cause by adding more direct links to our landing pages. I feel that after I have all the SEO, linking and referral verticals set up, we will be hard to beat.

Local Places and IYP’s (Internet Yellow Pages) Putting in the quality time to make it easy for a person to find Advanced Medical will be worth every second. Cleaning and scrubbing, getting rid of the old and replacing the old with new accurate content. Google offers really great indexing and content options for local business. Most Medical practices do not even realize how much you can do. I took full advantage of every local option offered and indexed all local information with photos of the new building, descriptions of the practice, building details and location links including hours and services provided. We also linked everything to social networked places from our local index. We kicked off a few five star reviews and special comments on how great the doctors are. (This all counts) We also asked for the employees to go home and write reviews on Google and Yahoo referral pages.

Results:

The results were surprisingly good for the first three months but then the site dropped in rankings. Along with the site dropping in rankings, the clients confidence also dropped. My client asked to cancel service after the first year. I lowered the clients contract rate and told them to keep the faith.

Sally surprised me in a meeting, years ago with the results from a survey they independently produced. She and I both looked at the numbers. I looked and looked and I asked her if she felt comfortable with the stats provided. She was very sure of the results. It seemed they were getting more than 50% of their business from people going to Google and coming in based on searching online. I know it had to be substantial but I had no idea just how powerful the web could be for urgent care. It is very powerful.

Sally surprised me in a meeting, years ago with the results from a survey they independently produced. She and I both looked at the numbers. I looked and looked and I asked her if she felt comfortable with the stats provided. She was very sure of the results. It seemed they were getting more than 50% of their business from people going to Google and coming in based on searching online. I know it had to be substantial but I had no idea just how powerful the web could be for urgent care. It is very powerful.

Current rankings are offered upon request.

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