Essential Tools for Optimization

Live Website AnalysisRandall V. Wong, M.D.AAO 2016 | Chicago | 6729-10 AM | October 18

Welcome!

If you have questions about this course, please feel free to email me.Randall.V.Wong@gmail.com1

Financial Disclosure

I have the following financial interests or relationships to disclose:Co-Founder:Medical Marketing Enterprises, LLCRussandRandy.com

Medical Marketing Enterprises, LLC was founded to teach and consult on all matters of Healthcare and Medical Internet Marketing. Russell Faust, M.D. and I started RussandRandy a podcast on Healthcare and Medical Internet Marketing.

I am a retina specialist practicing in Fairfax, Virginia.

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Randall Wong, M.D.Ophthalmologist (Retina Specialist)Online Marketing

Medical Marketing Enterprises, LLCWebsite RankingsSEO and Social MediaReputation

Father of Five (Combined)Duncan Donuts Coffee Tennis not Golf

These may seem to be random facts about me, but they are more relevant and memorable than listing my qualifications.

The goal of a website is to convey information about you as a person and the type of practice your run. You must be come relevant if you want to engage your readers and convert them into patients.3

What Makes a Great Website?DesignNavigationOptimizedContent

User Experience

In the old days, a great website was, well, rather undefined. For most of us, if it looked goodit was.

In 2016, there are now criteria to evaluate a website and we can now define a great website. How does your stack up?

Design does nothing for rankings, but how easily to you convey your message, that is, what services or goods do you provide? Over crowded home pages are common for docs and are a turnoff.

How easy can a patient/reader find what they are looking for? Does your site meet the 2 or 3 click rule? That is, can any page be found on your site in as few as 2 or 3 clicks?

Is your page optimized? Does it rank well? Can it be found on Google searches?

Is your content relevant? Do you publish regularly and routinely on your site?

Patient experience is going to weigh heavily in your SEO ranking now or in the near future. 4

Content | 3 Most Important PagesHomeAboutContact

Enlarge FontFooterTitle TagOptimization TipsPrivacy Policy/Terms of Use

Here are the 3 most important pages on any site. Home page should quickly convey your major goods or services. The About page is your firsts step toward engagement. The Contact page allows potential patients to contact you.

The rest is a short list of places where websites usually fall short.5

About

The about page should be written in the point of view of the 1st person. You should talk about who you are and not what you are. See the next slide and determine which is more memorableor relevant to you.6

About I am a father of five. Now that we are now empty nesters and no longer manage youth ice hockey teams, I have more time to play competitive tennis.

Believe it or not, I do not play golf, but I do love to watch it on TV. I love Dunkin Donuts coffee (black please), but not Starbucks.

To me, this is more likely to resonate with the reader. It is more likely that a reader or patient shares some of my same interests and preferences. 7

About YouWho?1st Person

HobbiesFamilySports

What?1st Person

Elite collegeElite medical schoolElite trainingElite diseases..still awake?

Who you are is more relevant to most readers. Only readers (my colleagues) who went through similar training understand the relevance of my specialty qualifications that is, only retina specialists and perhaps other ophthalmologists will have an understanding of my training.8

To Your Success!

Randall V. Wong, M.D.www.MedicalMarketingEnterprises.comwww.RussandRandy.comRandall.V.Wong@gmail.com

At this point we reviewed several websites suggested by the audience.9