B2C
Search Engin.uity
Business to Customer (B2C) Portals are engineered to be dynamic, but there's no mistaking the purpose of this portal ~ search engine domination. It's internet marketing that conquers first page search results (PPC), strategically targets motivated customers (key word selection) & optimizes conversions with better business analytics (CRM). This internet based B2C portal enables an interactive experience that makes it convincing for customers to engage.
B2C Portal (Horizontal Expansion Collaboration)
~ a Dentistry Driven Portal: www.HoustonDentalAssociates.com
Kim, a 28 year old successful trial attorney is interested in Veneers so she googles “downtown dentist specializing in veneers.” Like most customers, Kim clicks on the first two or three search results that are listed towards the top. What Kim doesn't know is that the first page of results have rendered the same well financed PPC driven portal. So, now she's inside. She discovers an attractive website that looks, feels & appeals emotionally, mentally & spiritually. Kim takes 3 minutes researching veneers in the site's education center (Guru?). She becomes convinced that veneers are exactly what she needs – she’s “primed” so now she's looking for the call to action when it appears.
She sees the "Find a Dentist" section with D.D.S. Zip finder to see the preferred veneer provider options that are closest to her work or closest to her home. She types her home zip code "77019" -- the portal delivers the appointment page for RiverOaksCenterForDentistry.com. This site still has the same look & feel so she proceeds to makes an appointment in real time (ortho sesame or eCentral) & fills out her new patient forms and payment information all online. Kim’s probability of keeping her appointment is high because she’s now invested $25 to RSVP which she will forfeit if she cancels or no shows.
Kim arives at “River Oaks Center For Dentistry" of Houston where the practice already has a profile built for her ~ time spent on each web page doing research, what she wants (veneers), why she wants (thinks veneers will help her career & love life), occupation (attorney), dental history, favorite beverage (iced cappacino) & payment information. This information makes it a lay-up to close the $34,000 sale. Unique value for all stakeholders.
Professional Association Business Analytics:
Most small businesses pay for a service to manage their PPC & SEO, do it themselves, or they don't know how important web presense is, so they don't even have a website. The savvy Dental Practice that does have a PPC campaign will rarely collaborate with other dental practices. Even if they did, it's never enough to drive 40 new patients in per month -- these practices want to drive the right 40 new patients in per month. Anything but the motivated patient that wants a high revenue generating procedure becomes a distraction.
The B2C Internet Portal Accomplishes the Following:
enables collaborative internet marketing efforts that dominate first page results
specific selection of key words that target the right customers & weed out the distractions
optimizes conversions to close the selling cycle
Strategy:
It's Your Portal, You Can Manage It or Sell It Any Way You Want:
Economy of Scale in Non-Compete Networking Practices: a group of 12 practice decides to chip in $1,000/ month each to drive the monthly PPC budget. This is going to rule the search engines.
Membership Based For Exclusively Carved Out Territories: $1,000 a month for memberships makes ROI exponential. Same as software concept -- investment is all upfront on R&D and driving convincing benefits for the demos. Once the threshold of 10 - 15 practices have joined, the margins become exponential.
- Bronze: $1,000 / month
- Silver: $1,500
- Platinum: $2,000
- Or, Cost Per Patient Referral: ??