October 30, 2024

Hello, Yarithza! Here is round 2. After the site is optimized for SEO and conversion, I'd suggest a PPC campaign (for immediate results), SEO (for sustainable results), and Bi-Weekly calls.

Start Proposal Review
Goals & objectives

To create a PPC campaign for immediate business, an SEO strategy for the "snow-ball" affect, and bi-weekly calls to ensure progress on both fronts. We can also opt in for monthly calls and bi-weekly reports.

The General Strategy Layout
  • General Site Security, Hosting, and Adjustments
    • SSL & Security: We’ll ensure the site is secured with an SSL certificate to protect patient data and maintain compliance with HIPAA requirements for online interactions. Regular security updates will safeguard against vulnerabilities.
    • Domain & Hosting: Reliable hosting will ensure fast load times and minimal downtime, critical for maintaining patient trust and search engine rankings.
    • Monthly Web Edits: Regular updates will keep information accurate and relevant.
  • Bi-Weekly Strategy Calls
    • Monthly Strategy and Reporting Calls: One call at the start of each month will focus on refining strategy, such as launching new campaigns or addressing seasonal topics. The end-of-month call will review performance metrics, reporting on KPIs and adjusting the approach based on patient engagement and campaign effectiveness.
  • PPC & SEO
    • SEO will be ongoing, with structured content, optimized title tags, and descriptive meta-descriptions that align with keywords.
      • More Information on SEO strategy below
    • Alt-text on images will support accessibility and improve rankings for image searches related to OB-GYN services.
    • Structure & Development of Content This includes designing a site structure that helps patients quickly find information, enhancing both the user experience and search engine rankings. We will develop, launch, and rank 4 original pieces of content per month
    • Backlinking - We will develop out a backlinking strategy of 5 hours of outreach per month.
    • Pay-Per-Click (PPC) Campaigns: Running PPC campaigns for immediate visibility. PPC helps the practice appear as a top search result, bringing in high-intent traffic.
    • Google Click ID (GCLID) Integration: Using GCLID will allow us to track patient journeys from ad click through to appointment booking, offering insights into conversion rates and identifying successful ad channels. More on GCLID below.
  • FullStory Integration
    • Our marketing will be tracked click to patient and include a program called FullStory. This program will enable screen recordings of patient interactions on the site, providing a clearer view of which areas of the site engage users most or need improvement. For example, if many patients abandon the booking process, we can optimize the design for simplicity.
  • CRM
    • Track Click-to-Patient: Capture leads, automate follow-ups, and send appointment reminders, boosting patient retention and ensuring no patient opportunities are missed.
    • Integrate All Communications: Centralize patient interactions, allowing for targeted campaigns like women’s health newsletters or annual checkup reminders.
    • Automate Your Pipeline: Use automated messaging to enhance patient engagement, with CRM analytics identifying key patient journey touchpoints for optimized decision-making.
Part II - The Solution
The Solution

This section will provide a solution to generating and converting web traffic through our each of our lead sources.

Search Strategy

Our search strategy will be our main lead source. I recommend service based PPC keywords like "High Risk OB near me" to drive immediate high-intent calls.

SEO campaigns can target inquiry based terms for infertility, ovarian health, pregnancy tests, PCOS, etc. There is also room for key terms regarding STD, testing, ultrasounds, pap smears, vaginal dryness, painful intercourse, breast care, and more. The search world for OBs is lucrative and we can find our niche(s) relatively fast and effectively. A starting PPC budget of $500-$1,000 should help establish cost-per-acquisition benchmarks for ongoing optimization. All content for webpages, ads, and SEO content is included in this package.

I would recommend a $500-$1,000 dollar budget to start on PPC for the first month for testing. After this first month we should have (or be extremely close to) an accurate cost per acquisition. For example, if CPA is $100 and you need 10 patients this month from PPC we know we would need a $1,000 budget.

View Our Preliminary SEO & PPC Keyword Research

  • SEO and Building The Snowball Effect: Instead of broadly targeting terms like “OB-GYN Near Me,” which can be highly competitive and costly, we’ll focus on lower-cost, high-value phrases.
    • Specific Services: Keywords like "High risk OB", "Menopause Specialist", "OB-GYN postpartum care," or "what to expect during a gynecology exam" can attract users specifically interested in those services.
    • Symptom-Based Searches: Terms such as "irregular periods causes" or "how to know if you have PCOS" are often less competitive but bring in patients actively seeking specialized care.
  • Immediate Visibility with PPC: Using these keywords in PPC allows us to position ads as top search results for highly relevant terms. This means we can capture patient interest immediately and drive them to book an appointment or learn more about the practice's services.
  • Google Click Identifier (GCLID) Tracking: With each click that results in a conversion (like booking an appointment), we can capture the unique ID for that click and feed this data back to Google. We are essentially saying, "good job Google! Here is a cookie". By doing this, Google’s algorithm will prioritize showing ads to individuals with similar profiles to those who’ve already converted. This strategy focuses on bringing in more qualified patients over time by “training” Google’s algorithm based on actual patient conversions rather than just clicks, calls, or other KPIs that are not as significant.

Retargeting

We can target on Google's Display Network. We will target people who have taken action on the site. This is done through cookies. You have probably seen Google Display Ads when on a resourceful website (e.g. Business Insider). On the sides of articles you may see an ad for something you were on the other day, this is the display network.

I like to breakout display campaigns according to where the visitor is at in our funnel. Many of times their actions on the site can tell you where they are in the funnel.

For example - Someone was on our site for less than 5 minutes vs. Someone filled out a form, but never answered the phone.

We would also breakout retargeting campaigns by the page they were on. For example, if they were on an article about PCOS we would want to serve a PCOS ad.

CRM Marketing

First, we would deploy a customer relationship management system to automate marketing functions such as sending confirmation texts, appointment reminders, nurturing leads, and other time saving/revenue driving activities. These automations will streamline operations, enhance customer engagement, and close more leads. Once our revenue generating build outs are completed we will help streamline review request automations, social media scheduling, Google Business Profile updates, and other necessary (but non-revenue driving) aspects of digital marketing. Once that is complete, we will set benchmarks to analyze the effectiveness of the top of our funnel to the closing of it. For more information on LeadConnect, click here

Investment overview
Pay Per Click
Search Engine Optimization
Future CRM Marketing (+140)
Collateral & Content
Total
$1,200/month
Initial Launch Date
December 13, 2024
Download Detailed Timeline
time for action

Submit Any Questions You May Have
(We will attach it to your account notes)

Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.

It's been a pleasure working on this. I am excited to hear your thoughts. Thank you again.