1. The meaning of online reputation in
aesthetic plastic surgery today
Pavel Hilbert
Estheticon CEO

2. Your Online Reputation

The Google Name Game

Doesn't matter how many patients you have

How? Answers, articles, testimonials, profiles,
websites, videos, blogs
“To gain influence and status share your
expertise and content.”
Gary Hamel
“To gain influence and status share your
expertise and content.”
Gary Hamel

3. Recommended vs. Online,
Related vs. Anonymous

Should I see / contact this surgeon?

Who is the surgeon I am going to see?

4. Wallpaper the 1st
SE Result Page

5. 1st Search Engine Result Page

1 website is not enough

10 results to go good or bad

Affect all search results for your name

Different results for different KW phrases
− “Prof. Dr. med. Marc Peter”
− “Dr. med. Marc Peter”
− “Prof. Marc Peter”
− “Dr. Peter Berlin”

6. Wallpapers to choose from

Marketing channels
SEO, youtube.com, Pay Per Click, Social media*,
medical portals, articles, press releases, patient
testimonials, doctor's reviews, blogs

A little bit of most things
... but Content to rule them all
*You don't have to be on facebook

7. More paths, content & visitors
 Google plus
 Linkedin.com
 Facebook (Profile vs. Page, Private separated Professional)
 Xing.com
 Google places
 Twitter
 Youtube.com channel
 Forums and health portals
 Blog (link it to G+ profile)
 And last but not least get a profile on ...

8. Good Old Articles

No more topics, all is covered? Aspects of a treatment

...breast implants sizes, sport after breast augmentation,
breast augmentation recovery

Format, short, few headlines,
1-2 sentences per paragraph

Short Interviews 7 questions about ...

Authentic & positive

Illustrate what you are talking about

Even article with no links generates SEO push

9. Swim lanes misconception
an illusion of ROI of specific marketing channels

10. Optimizing channels

Boost Google Adwords ROI by articles,
testemonials or forum activity

Patient clicked an add, read an article, saw a
video and checked out reviews...who is the
one to get the credit?
Synergistic effect
1 + 1 = 3 or more1 + 1 = 3 or more

11. Time is of the essence

Who reads articles?

What kind of article people read?
“Answer questions online and you´re not talking to one
prospective patient, you're talking to thousands.”
R. Lovitt
“Answer questions online and you´re not talking to one
prospective patient, you're talking to thousands.”
R. Lovitt
I have a concern.
Question & Answers Have your patients, bloggers
and journalists create your
reputation

12. Education by sharing experience

Everybody specializes in something nobody
does everything or knows the all latest
advances and techniques

Speak the language of your patients

Two doctors two approaches

Link to good relevant information. It's valuable
for your visitors, it will not hurt your rankings

13. Sharp shooting with Long tail
Real world plastic surgery clinic Google Analytics example:

Trafic from Search Engines: 15.026 visits

Search Phrases: 4.497

Top 10 search phrases: cca. 2.000 visits (15% visits)

14. Catch patients' attention
 Gummy bear implants, liquid facelift,
 dracula therapy
 “Buzzwords” and numbers
 Unique Selling Point. Virtual or Real.

15. Estheticon summary
 Claim and set up your profiles
 Be active, answer questions and speak up
 Educate patients
 Publish articles, opinions, share expertise
Your Online ReputationYour Online Reputation

16. Estheticon features

17. Estheticon features
www.estheticon.de/registration

18. Thank you for your attention and
feedback
Pavel Hilbert
Estheticon CEO
pavel.hilbert@estheticon.com
Tel.: + 420 777 591 118