online marketing for nhs private patient units: part 1 - attracting patients

ONLINE MARKETING FOR NHS PRIVATE PATIENT UNITS

PART 1: ATTRACTING PATIENTS

Keith Pollard, Private Healthcare UK

© Intuition Communication Ltd 2012

Content

Intuition

What we do

How we do it

How you can do

it!



Our UK network

Connecting you with patients


Patients and consumers• Any type• Anywhere

Private Healthcare UK• Advice• Options

Healthcare providers and services• Any type• Anywhere

500,000 visitors per month

Our aim


Attract Engage CreateLead

Convert

The smart patient


• Patients compare the prices

• Patients compare the offering

• Patients make multiple comparisons!

Our aim



Convert

Attract

© Intuition Communication Ltd 2012© Intuition Communication Ltd 2012

Pay Per ClickSearch Engine Optimisation

Banner advertising

Social mediaContent

marketing

The private healthcare haystack!


“The internet helps consumers find the right needle in a digital haystack of data.”

~Jared Sandberg, Wall Street Journal

Today on Google.....

19.5 million search results contain

“private healthcare”

Google’s golden triangle

© Intuition Communication Ltd 2012Eye tracking study conducted by search marketing firms Enquiro and Did-it

Google’s golden triangle

© Intuition Communication Ltd 2012Eye tracking study conducted by search marketing firms Enquiro and Did-it

Organic results!

Search for “private cancer specialist”


Search for “NHS private units”



So…. how do we do it?

The doctor: Mr Snooze-Smith


• Newly qualified ENT surgeon

• Sleep and snoring problems

• New wife......

• New house....

• New rooms in Harley Street

• Let’s register: www.sleepspecialist.com

Too late!


The doctor: Mr Snooze-Smith


www.sleep-specialist.co.uk

The patient (and Mrs Sleepless)


Making the connection



Google Keyword Tool


Google Keyword Tool


• snoring

• sleep disorders

• snoring treatment

• sleep apnoea

• sleep clinic

• sleep specialist

• sleep consultant

• snoring specialist

Over 200 terms....


Keywords Searchessnoring 1,000,000sleep disorder 165,000->->->->->sleep apnea treatment 40,500snoring surgery 33,100->->->->->sleep doctors 14,800sleep specialist 12,100->->->->->sleeping clinic 1,000stop snoring solutions 880

The long tail of search terms


1 8 15 22 29 36 43 50 57 64 71 78 85 92 99 1061131201271341411481551621691761831901970

100,000

200,000

300,000

400,000

500,000

600,000

700,000

800,000

900,000

1,000,000

Sleep disorder related search terms

snoringstop snoringsnoring stopsleep masksleep disordersleep disordersbetter sleepsleep centersleep helpsleep study

sleep cliniccpap machinesleep treatmentto stop snoringanti snoringobstructive sleep apneaent specialistapnea treatmentapnoeasleep insomniasnoring remediessnoring sleepanti snore

sleep doctorssomnoplastysleep apenasleep centresnoring aidssnoring devicessnoring solutionssnore reliefsleep specialistsnoring helpsnoring chin strapsnoring mouth guardsleep labssleep disorders center

sleep apnea treatmentsleep labsleep problemsleep prosleeping disorderssnoring surgerysleep surgerysleep apnoeahow to stop snoringinsomnia treatmentsnore stopstop snoresnore pillowsleep apnia

Target audience on Google

Symptoms

• snoring• sleep problem• insomnia

Diagnosis

• causes of snoring• sleep study• sleep disorder• sleep apnoea

“Active treatment seeker”

• sleep clinic• sleep centre• sleep consultants• snoring centre• help with snoring• snoring product• stop snoring pillows


Making the connection



Success!


Attract

© Intuition Communication Ltd 2012© Intuition Communication Ltd 2012

Pay Per ClickSearch Engine Optimisation

Banner advertising

Social mediaContent

marketing

Our aim



Convert

Want to know more?

• Private Healthcare Blogwww.privatehealthcare.co.uk/blog

• Contact: Tracey [email protected]

• Call us on 01442 817817


http://www.privatehealthcare.co.uk/blog

mailto:[email protected]

online marketing for nhs private patient units: part 1 - attracting patients

Health & Medicine

month intuition communication

sleep doctors14

sleep apnea treatment40

private healthcare haystack

nhs private patient

qualified ent surgeon

prices patients

offering patients