Less Advertising, More Content Marketing

Less Advertising, More Content Marketing

150 150 Tom Seery

Doctors need to hear this often, because I still see them spending far too many marketing dollars on magazine ads and listings in web directories: the path to good web marketing is content. Tony Quin at imedia connection writes:

Across the digital world marketers are learning the same lesson, advertising, and more significantly the marketing funnel as we’ve known it, are becoming ineffective tools for influencing how consumers move to purchase. Consumers are no longer willing to be shoved down the path to purchase, like meat being pushed through a grinder.

This isn’t just a change in tools; it’s part of the fundamental shift in how the consumer economy works. We are now well into the digital age with technology providing the infrastructure of this new economy. But we’ve quickly evolved past the time when the novelty of the infrastructure was enough to motivate us.

Tony goes on to state that the winners are going to be companies and brands that turn their marketing machines into content creation machines. This perspective aligns with our past posts about the decision process followed by aesthetic patients is a journey, not a purchase funnel. The answer for a doctor is, again, to provide or enable a steady stream of high quality content (including patient stories and reviews) that help people get informed and feel empowered to make a decision.
Today I was sent this Yelp post that validates this perspective, and for the plastic surgeon, it accomplishes a vital marketing objective. It propagates a positive word of mouth. This was propagated by the fact the doctor centered his online effort toward being helpful rather than solely promotional (you can see Dr. Connors answers hundreds of questions on RealSelf).

Tom Seery

Tom Seery is the founder and CEO of RealSelf, the most popular online resource that helps consumers research cosmetic treatments and find the right medical aesthetic provider. Each month RealSelf attracts 10 million unique visitors who view 50 million photos. Another 500,000 people contact doctors and clinics seeking more information or appointments. Integral to RealSelf is a model that showcases the expertise of aesthetic providers. Experts have posted two million answers to questions and routinely upload educational videos, and patient before & after photos. Prior to RealSelf, Tom was a member of the founding team at Expedia, where he conceived a $1.2b private-label travel business, launched the cruise travel line of business, and introduced search marketing long before Google was a household name. Tom sits on the board of ReSurge International, a nonprofit that builds plastic reconstructive surgical capacity in developing countries. He also regularly lectures on innovation and serves on the board of the entrepreneurship programs at the University of Washington. Tom holds an MS from Drexel University, MBA from University of Washington, and BA from Connecticut College. He resides in Seattle with his wife and two highly energetic boys. He is @seery on Twitter or @realself_tom on Instagram, should you wish to connect.

All stories by:Tom Seery