“It takes many good deeds to build a good reputation, and only

one bad one to lose it”

~ Benjamin Franklin

Herman Tumurcuoglu

• Industry Pioneer. 20+ years Experience.

• Mamma.com (NASADAQ: MAMA)

• SEO consulting in from 2003-2014

• Sessional Lecturer at McGill University

• LTA & sessional JMSB.

What you will learn

• Word of Mouth is Changing

• Implication to Dentist / Patient Relationship

• Reputation Marketing

• Search Engine Reputation Management (SERM) Process

WORD OF MOUTH TODAY

WOM 2015 vs 2011

Source: AC Nielsen

-9%

+4 %

+8 %

+12%

+14%

+6%

WORD OF MOUTH IN 2011

Dentist / Patient Relationship Is Changing

Source: http://www.jmir.org/2012/1/e38/

A Changing Landscape of Physician Quality Reporting: Analysis of Patients’ Online Ratings of Their Physicians Over a 5-Year Period

Power of the new Publisher (Your Patient)

• Patients feel empowered by the anonymity of review sites.

• They influence future patients.

• Because of privacy laws you cannot easily find out who wrote the reviews.

• Even if you did, HIPPA compliance will make it unwise to reply to patients online.

• First Amendment & DMCA safe harbor rights make it impossible to remove anything that’s said online.

• Defamation? Get ready for some “digital backlash”.

Power of the new Publisher

Praying is good… but not proactive!

Reputation Marketing

• Promote Your Brand Name on Social Media • Encourage Good Reviews on Branded Sites • Monitor Your Brand Reputation Online

All of this is a means to an end…

Influence The Way You Appear on Google!

In 2016 Patients are using….

“Yellow Page usage among people ...

below 50, will drop to zero, in the next

five years.”

~ Bill Gates May 2007

Desktop: “Meridian Dentist”Mobile: “dentist” in Meridian, ID

2014 2016

Desktop: “Meridian Dentist”Mobile: “dentist” in Meridian, ID

Search Engine Reputation Management

Search Engine Reputation Management

Search Engine Reputation Management

Search Engine Reputation Management

Search Engine Reputation Management

Search Engine Reputation Management

FINALLY PAGE 3Social Media

Step 1 - Conduct the SR Audit

Brands

Influencers Blog postsNews Articles

Slandering Documents

Negative Auto-Completes

Negative Reviews

Online Complaint Directories

Videos

Images

Rumours

Hurtful Press

Step 2 - Content roadmap(1) Social media + UGC sites (2) SEO rich micro-sites (3) Blogs(4) Wikis & Knowledge Graph(5) Press releases and more.

Typically we are building 20-35 Social Profiles & UGC accounts (Social Signals).Depending on the situation we are building 2-4 micro sites.Depending on the situation we are building 2-3 blogs.We may develop a wikipedia & Knowledge graph strategy.Some situations may require monthly press releases.

Step 3 - Content Outreach(1) Write articles that contain keyword “anchor

text” and pitch them to our network high authority Blog Authors (we currently have 900+ contacts).

(2) These links influence the movement on the 10 pages search results.

Example: You ranked 53rd for Dentist in NewPort, RI. Now you rank 12 !!!

Step 4- Crowdsourcing

USER SIGNALS

Cost of Doing Nothing

Average dollar value of single tooth procedure (surgery & Crown)

$4,000

2 Recall visits a year 20 years: 40 X $400 $16,000

20 year value of that patient $20,000

Lifetime value of that patient $$$

Cost of a having a bad or poor online reputation = 41% patients won’t do business with you because of a

bad or no reputation. So 4 out of 10!

NOW MULTIPLY THAT BY # OF 10 PATIENTS SETS

4 x $20,000

$80,000

“In Trouble”

$2500/mt

4-12 months

Preventative

$2500/mt

ONLY 3-4 months

Working with our team

Working with our team

Herman Senior Consultant

Julie Account Manager

Quincy Account Coordinator

Thurshan Content Writer

Alexandra Account Coordinator

Herman Tumurcuoglu

Or just Google “online reputation expert”.

http://ca.linkedin.com/in/expertonlinereputation

To find us just Google “Search Engine Reputation Management”.

herman@searchreputation.net