Last week Toby talked about how consumers are using the internet to find services, specifically health care service providers. Like an ostrich
sticking its head in the sand, many healthcare providers without a web site or blog mistakenly think that the internet has nothing to say about them. However, nothing could be farther from the truth.

Taking the pulse

Use your favorite search engine (example: google, yahoo, dogpile) to first search your name or your company's name. Next conduct a search on your specialty and your city (example: endocrinology and San Diego, or hospitals and Chicago).

Were you able to locate a reference to you in the first 5 pages?

What kind of references did you find about you? Take a moment and tour one or two of these references.

Diagnosis

"I found nothing in the first 5 pages."
While I say 5 pages, most hard-core marketers would say that if you are not in the first two pages of any search that you do not have any internet presence.

What does that mean? Sadly, it would appear that you do not exist to people who could potentially use your services. Prognosis: The good news is that this can be cured!

"I found a HealthGrade's report, state licensure information and/or basic phone listings but nothing else." Take a moment to make sure all the information (especially phone number and address) is correct.

What does this mean? Congratulations!!!!  You Exist and potential customers can find you. Unfortunately, there is little or no information that differentiates you from others in your field. Prognosis: The good news is that can be cured!

"I found lots of stuff!" This could be a hodgepodge of journal abstracts, media references, webpages, blogs, customer reviews, and
affiliation/association member lists.

What does this mean? Well. that depends on what you think about each of these references. Are they flattering? Do they accurately reflect who you are and what you do/know best? Do they leave out important facts that you would like for people to know about? If you are pleased about the information you find and even if you are disappointed, the good news is that you can refine this message to better inform people about who you are, where you are, how to contact you, and what you do.

The Treatment

One of the basic tenets of any kind of marketing is putting your best foot forward and capitalizing on the opportunity to make a good first impression. As we've discussed here, the first step in formulating a sustainable marketing plan is to understand what the naturally occurring information or opinions are out there about your specific product or service. Next, is to decide if the information paints an accurate picture of you. If it does, you're ahead of the game and you can begin to build upon this.

Since the healthcare industry is a little late to the party of web-based and interactive marketing, I expect that most people will find that there is very little information out there about them and their practices. At the very least, you need to be checking to be sure your contact information is accurate and up-to-date. Afterall, patients can not make appointments if your phone number is wrong.

However, all is not lost! The time to think about marketing plan and
marketing message is now. As consumers/ patients begin to take a more active role in their own health care, it will become increasingly important to have some sort of web presence. Take action early because it is much better to begin to participate in your web presence early in the game than it is to have to fix huge problems that occur without you knowing.

TTYL!

Toby & Carol 

For more information about marketing and blogs, please visit Toby's Diva Marketing Blog and Carol's Drvining in Traffic Blog.