Module 4

Internet Marketing

INFO 6119 – Healthcare Marketing and Reporting

Professor Graf
Is Internet Marketing just Marketing on the Internet?
Marketing is the activity, set of institutions, and processes for
creating, communicating, delivering, and exchanging
offerings that have value for customers, clients, partners, and
society at large.
• Marketing on the internet does not equate to doing the
least amount of work for the greatest return.
Let’s explore what this work looks like…

2
Principle Considerations of Internet Marketing
• Research, research, research
• Deliver value
• Generate traffic
• Build relationships
• Be consistent and congruent
• Manage time and be focused
• Track key metrics
3
Research
• Time spent in research is seldom wasted
• Know your audience; their wants and needs
• Know your product; evolve your message when it
evolves
• Keeping yourself accessible improves your relevance
• Seek feedback on content from clients

4
 Deliver Value
Google uses value to rank search results in these areas:
• Reading level
• Key word focus
• Usage of media
• Uniqueness and insightful
• Engagement and relevance
• External and internal links (credible links – practitioner’s college, Health Canada,
Public Health officials, nationally recognized experts – Canadian Cancer Society,
Heart and Stroke, Diabetes Canada)
5
Generate Traffic
• High traffic – maximum exposure to a wider population
• Consistent traffic – indicator that your content is valuable
to clients
• Targeted traffic – comes from your research of who you
are trying to reach – personalized information/engagement

6
Build Relationships
• Email is a great vehicle to reach out and engage people on a
personal level (from a marketing perspective)
• The size of an email list is not important – the relationships
you develop and build with that list is
• Consider the following values when designing your email
engagement and marketing campaign:
Trust; respect; honesty; loyalty; accuracy; and timeliness

7
Be Consistent and Congruent
• Confused people do not tend to be repeat customers (or
spokes people for your brand)
• Have a consistent message; a consistent look; consistent
language
• Be congruent with your messaging across media and social
media platforms

8
Manage your Time and be Focused
• Step back. Consider how much time you want to invest in internet
marketing and make certain you are getting a return on your
investment
• Question/Discussion - Are you going to spend 15% of your time to
increase your reach or grow your business by 2%? Is that important?
• If you have questions about how your marketing plan aligns with
the goals/desires of the owners of the business (MDs in a family
practice; Dentists in a dental clinic; etc.), have a conversation to
determine what is important to them (that will be important to you!)
9
Track Key Metrics
• Hits
• Repeat/return hits
• Page views
• Time spent on your pages
• Links clicked
• Videos watched
• Surveys taken
These are all Key Metrics that will help you fine tune your marketing messages to meet
the needs of the audience

10
So What?
• Building your internet marketing approach is time consuming
• You must maintain your focus on what you want to achieve/what
effect you want to have on the population
• Once you have built your platform, you must update, monitor,
engage, track, and change to adapt to the needs of the community
• Engage with owners to ensure you are meeting their expectations
• Be very intentional in allotting time or resources to maintaining
your internet marketing efforts
11
Next Week…
Module 5 – Setting Up and Managing Websites

12