Medical Website Marketing Company Aurora Information Technology Advises: Autumn Means Recharging Your Web Marketing Presence

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We are in the thick of autumn. It’s almost time to “fall back” and change our clocks for Daylight Savings Time. It’s also the time of year when many public safety and fire departments advise people to replace the batteries in their smoke and carbon monoxide detectors. Aurora Information Technology, a medical marketing company based in Garrison, New York, also asks doctors and healthcare providers take a look at their websites as well to see if their message and marketing may need a recharge, or even a replacement.

Aurora IT believes that a marketing update is important for doctors to consider whether they already have a website, or are considering creating one. For doctors with existing websites, six months in the market is a long time, and much can change. With emerging scientific discoveries and technology, the medical information on their sites may already be out of date, or at least in desperate need of a revision. The same holds true for their photos and videos. Even their search engine optimization (SEO) keywords may need a second look. Life and business move that fast.

For those healthcare providers that do not have a website and are wondering if they even need one, Aurora IT asks, “what are you waiting for?” Online business marketing practices are moving at such a warp speed that it is incomprehensible not to be a part of the movement. Miss a little and miss a lot. A website gives doctors an opportunity to manage their brand presence and offer services quickly and distinctively. The lack of a presence may not only hurt their bottom line but also their reputation. Doctors need to manage their marketing message and character with an interactive website and a constant Internet presence.

Word–of–mouth advertising is huge and is growing exponentially with the burgeoning trend of videos in search engine results. Aurora IT suggests that, especially in healthcare marketing, online video tutorials and testimonials can be a very effective way of reaching a target audience on a large scale. These very same websites should also feature peer-to-peer functional features, such as “bookmark this site”, “share this site” (with social media networks like Facebook or MySpace) and the all-important “refer to a friend”. A practice’s website and its visitors are driving their brands, not just their paid advertising and marketing efforts.

And if a healthcare website is not involved in some sort of social media, it should be. Social media works by patients communicating with other patients, rather than doctors talking “at” their patients; again, word-of-mouth advertising. Prospective patients tend to trust other’s experiences before they trust a marketing message, and they are talking everywhere. More and more hospitals are using social media tools to market to their patients. According to a recent study, social media influenced more than half of 25-to-34 year old Internet visitors. So a healthcare provider’s brand and website must be everywhere to manage these visitors.

New technologies, practices and marketing ideas are emerging weekly. Online search is a big part of health-information research. If a doctor wants to drive traffic to his information site, it must rank very high in organic search results, which is why SEO is so vital. Aurora IT advises that healthcare providers update their websites before the landscape changes again. The season and the market will always change, so the method and the message must change right along with these forces. Otherwise your practice will soon be buried in an outdated snowdrift.

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Legal Marketing Agency Offers Tips for Law Firms on Development of 2009 Marketing Budgets – Advises Against Cutting Corners

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With the uncertainty of the economy, legal marketing agency Beyond All Reasonable Doubt Marketing is advising law firms to take a serious look at their budgets. While marketing, advertising and public relations dollars frequently are cut to reduce expenses, marketing experts agree that a down economy is actually the time when marketing efforts should remain in place, and if anything, be enhanced.

“When other law firms reduce their spending and cut their marketing, they have less presence in the marketplace,” explains BARD Marketing founder and president, John Sailer. “This means the time is ripe for a savvy law firm to grab market share – to reach the audience that is still there but who is hearing from fewer of your competitors.”

When planning your law firm’s budget, you should start by identifying how much you want to spend. While there are no hard and fast rules across the different types and sizes of law firms, it makes sense to budget your marketing as a percentage of expected revenue. Several studies have pegged overall law firm marketing budgets to be between 2 percent and 3 percent, with leading firms spending 5 percent or more.

Second, prioritize your initiatives by looking at both costs and expected benefits. This is easy if you tracked your efforts in past years. Remember that some of the lower cost initiatives may bring strong value while some of the higher cost initiatives may bring very little value. With this said, it is imperative to track outcome of every initiative.

BARD Marketing is experienced in budgeting and planning for short- and long-term marketing and advertising plans, and enables law firms to achieve and track ROI for their marketing activities. For more information or to request a report on Yellow Page Advertising Costs and Effectiveness, please visit www.bardmarketing.

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