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Web Marketing is Building Relationships – One Minute Relationships

Sort of funny: I’m reading a website that ranks for HealthCare Seach Marketing, and it’s an ad agency that’s “all about building relationships“. Okay… I get warm fuzzies when I read that. Customers… relationships. I get it. But in healthcare, I start thinking hmm… maybe not. Well..

So I figure sites like WhatDiseaseDoYouReallyHave.com (not a real site…yet) might be about building relationships. Or WebMD and the Mayo Clinic info site (which cost millions to build) are about the health infosumer relationship building. They want people to think of them as references. Sort of. Really, though, it depends on web site goals. And many of these sites seem to have goals like the following:

  • generate ad revenue (ad impressions and clicks)
  • generate sign ups for a white paper or free trial (lead gen)
  • issue framing (influence the way an issue is viewed by the market)
  • brand placement
  • marketing (expand ability to achieve above goals)

So honestly, if this is “relationship building” it’s about 1 minute relationships. Shorter even than, say, the World’s Oldest Profession.

Of course much health marketing revolves around “community building” these days, which has been thrown under the bus by Social Media (thank you for doing that, Social Media. I’m so tired of hyped up, shill-filled health ailment communities).An awful lot of healthcare search marketing is about lead gen (move them to the phone or get them to stop by), or audience building (get them to sign up, register themselves, claim their profile).

One area where relationship building is everything is influencing the influencers. That is truly all about the relationship. Unfortunately, it is ultimately all about money, too. Oh, sorry. Not “money”, per se, but rather currency. Like it or not, most influencers already know they have some authority and in today’s economy, money currency talks.

Healthcare Search Marketing – Relationship Building One minute at a time, or One Shekel at a time.

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