Plastic surgeons have realized the power of the internet as a tool for marketing their practice. Many plastic surgeons participate in internet marketing without a clear understanding of the technology or its costs. In this study, we explain the terminology used in internet marketing, perform industry cost comparisons, and examine corporate claims.
Methods: During the 2005 American Society of Plastic Surgeons (ASPS) annual meeting we evaluated and contacted 16 internet marketing companies and inquired about the terminology, technology, services, costs and benefits. Cost and service comparisons were made between companies. Rate of first page rank status was assessed by performing 16 randomized weekly searches from October 2005 to Jan 2006 on Google, Yahoo and MSN utilizing 25 popular keyword searches obtained from internet marketing representatives. Concurrently, independent websites that attained first page ranking were evaluated for design and content then compared to websites designed by internet marketing firms.
Results: Initial costs ranged from $1500- $15,900/year, and averaged $7345/year. Website design costs $500-$8500, averaged $5390 or $500-800/page, but varied depending on level of technology. Maintenance fees ranged $19.95 - $1200/month and search engine optimization encompassed 40-60% of the total. One of 16 websites achieved a first page rank 96% of the 16 weeks randomly surveyed; 4 had first page ranks between 60% - 66%, 2 companies achieved 40%- 60%, 7 companies achieved 20-40% and 4 companies were below 20% with 2 of those companies never achieving a first rank ad page. One independent website attained first page rank in each of the 16 weeks with two independent sites noted in 7 of 16 weeks (total 23). Independent websites contained an average of 8.7 pages, and 98% contained advanced technology compared to industry websites at 6.8 pages and 53% respectively.
Conclusion: Costs of internet marketing vary widely. Accessing the various components of package deal is essential. Higher costs did not translate to an increase in first page rank appearance. Websites that are visually appealing and keyword specific are accessed more frequently. Contracts should be reviewed carefully as some have questionable clauses. The old adage, caveat emptor, buyer beware, prevails.