My fellow director of Freestyle Media, Frank Restuccia had a great time talking at the final of the NSW Young BizStar Competition 2007 yesterday.
He told me it was a great opportunity to pass on our experience of the pros and cons of being young and starting a successful business to the next generation of entrepreneurs
I know he inspired them to great deeds with our story of:
- Starting Freestyle Media while studying at University in 2001
- Building it up to group revenues exceeding $2M in the past financial year
- My being appointed ADMA Australian and NSW Young Direct Marketer of the Year 2006 for pioneering work combining traditional direct marketing with online marketing techniques.
Most importantly he motivated them to persevere in their quest to be entrepreneurs because in the words of former President of the United States Calvin Coolidge they should:
“Press on: nothing in the world can take the place of perseverance. Talent will not; nothing is more common than unsuccessful men with talent. Genius will not; unrewarded genius is almost a proverb. Education will not; the world is full of educated derelicts. Persistence and determination alone are omnipotent”
During the evening my stomach hurt, but when I woke in the morning..
At 1:02am on Monday my stomach hurt so much that I felt like crying, I had no idea what was wrong. My father is an anaesthetist and I called him because he helps me out when I am really unwell. I told him my symptoms and he quickly diagnosed that it was my appendix that was in trouble. I live in Sydney and know of all the private hospitals, although I was in Melbourne for business and had no idea where or what the private hospitals were called. So I did like everyone else would and asked a mate for a recommendation, he said the Alfred Hospital was good in St Kilda so I went there.
At the same time as this I asked my dad to go on Google and find a private hospital in Melbourne, “Private Hospital Melbourne” was the keyword I muttered underneath my pain. Now, my dad couldn’t work out a private from a public hospital in the search engine as they had the worst search engine marketing in the world. I wasn’t exactly in a position to be reading a review as my pain was excruciating. I personally was desperate for care, I would have accepted an Indian backyard shop with a pocket knife if he was going to remove my appendix. The Price was not even a consideration. I would have re-mortgaged my apartment just to get under the knife.
I quickly got into a cab and hurled down the streets to the hospital only to find out it was a public hospital. I have had 2 operations in my life and this one has definitely been up there in the pain stakes. Its amazing how much you use your stomach muscles. I must say that the service speed has not been super at times but the nurses have been great. The food is hospital food and with some creative ordering you can get some nice stuff (I would recommend the spaghetti Bolognaise).
After my operation I heard a diagnosis from my surgeon who said apparently my appendix had actually burst and had created an abscise. My stomach had created a wall around it to stop it from infecting my entire stomach but was not in a good way. The extreme requirement of this situation was drastic although I could not find a single place on the internet for somewhere to fix it. It seems that the hospitals have turned a blind eye to people searching for a hospital to fix their condition in an emergency.
4 things I would immediately do if I were search engine marketing hospitals
- Buy Relevant keywords – Start buying up keywords for every single emergency condition and send them to a landing page with address details and a good guide on how to get there.
- Optimise the basics on your website – Display a clear title tag for each page. Especially information as to whether you are a private or public hospital.
- Put your details on Google Maps – Update your Google map details immediately so that people can quickly and easily find your premises.
- Search Optimise your website for emergency terms – Start optimising your website for all of your main services and the conditions they fix. Make sure you create pages optimised for human speak and not just doctor speak. “Appendix out” vs. “Appendectomy”. Emergency terms although it makes me a bit squeamish to say this are good money customers searching for services for hospitals, they need your service as a matter of life or death!
During my stay I have thought of a lot of ideas in terms of hospital marketing. Here are my initial 3 ideas. I am sure some of you entrepreneurs out there could build businesses out of these.
3 Killer ideas for web businesses that would make money in the hospital niche that are currently wide open
- Hospital Review website – The website reviews and takes in feedback from people who have used a hospital and makes recommendations. It also provides information and service provisions for the different hospitals.
- A directory of hospitals in every major city – A simple directory could bring in a lot of traffic from the travellers and I am sure could be a good audience to market to.
- A hospital survival Blog – There must be people out there who have mastered the art of going to hospital and having a superb time. There are so many little nuances and things you pick up over time. Like why doesn’t the tea lady bring me strawberry milk but they do bring the other patients exotic drinks. How do I upgrade my drinks?
Update: I have been discharged this Friday Morning at 10:24am from hospital and am now recovering in a hotel room. After 5 days in hospital I have had a whirlwind experience and look forward to catching up with you for some of my new online marketing strategies I came up with in my hospital bed! Ask me about my new landing page strategy.