Owning Your Medical Website Brand In the New Media EconomyBranding is being redefined as we know it, right in front of our faces. Numerous people have written about the paradigm shift from traditional marketing to new media marketing. A turn away from the old marketing of the TV industrial complex and into a new world where the Internet grabs attention and plays a major factor in medical decision making. The web is where it is at these days and the massive amount of data coming on medical related search is fascinating. Pew Internet and American Life have some amazing data involving e-patients and searches conducted for medical and health care related terminology. According to Pew Internet & American Life, 46% of Internet users say they will use the Internet the next time they have a medical inquiry, a figure that is statistically congruent to the 47% of Internet users that say they use the Internet to contact medical professionals. E-patient is starting to become a vocabulary word in circles of Internet marketing professionals and many web marketers are starting to explore new ways on engaging this patient population. Before you can get cranked up with ideas for your Internet marketing program it is worthwhile to consider your medical brand and how you will present this brand across the Internet. Many early web marketers have suffered PR catastrophes as a result of rushing into poor search engine optimization decisions and now with the advent of social media word can spread fast about your brand reputation. For medical professionals, name preservation and reputation management can be everything. After working in the world of medical search for a long time I have seen numerous blunders. Physicians who have messed up their reputations with either poor acts of judgment or medical malpractice problems have contacted me. I have even seen physicians that have been sabotaged by patients and other doctors. No matter what your case is you need to protect your brand and your name. As a medical practice there are certain steps that you will need to take to ensure the best-case scenario.
A. Domain Control (medical website domain name)The first item on the menu is domain name control. The immediate first step is to purchase all domain names related to three major areas:
- Physician names
- Brand or practice names
- Keywords of sensitivity