I have had the pleasure of getting to know an incredibly knowledgeable and experienced marketing professional, Tony Rysinski, over the past few months. Since starting my blog Tony has been checking in and he has sent along his thoughts on the post of March 26, 2008, Search Marketing and Caveat Emptor. Tony’s bio appears at the end of this post. Thanks to Tony and I look forward to bringing my readers more expert opinions in the future. Here’s Tony’s take.

Frank, thanks for your thoughts. I agree wholeheartedly with your comments. I’d like to add that what I’ve found as a healthcare marketing practitioner is that the web is still in its infancy and there exists a great fear and skepticism of the unknown. Marketers regularly spend large chunks of their budget allocations on traditional media including direct mail, yellow page advertising, trade shows and the like. The web and search engines, in particular, still are a mystery to many.

As such there is concern about testing these new waters. Like any test, you have to put controls in place to assure you’re getting a true read. You also need to allow time to allow it to work. As a relatively new media, the web is held to a much higher standard. Remember direct mail. Everyday people send out tons of mail with the hopes of a one to two percent response. For every 100 pieces sent you’ll get one to two people to respond and when this happens you throw a big party. Cut this number in half again and you have your total sales resulting from the 100 contacts.

Bottom line is that search engines work. If you do your search engine work correctly, you are likely to find different dynamics in the numbers. With the web, you have a captive audience. People, prospects are specifically looking for what you have to offer. They are serious and focused. But to make it work, you need a process in place. Like all marketing, you need to dedicate the budget and the staffing to be effective. In many cases, search engine responsibility is thrown to an overtaxed web manager. If you want to get serious with this new medium, you have to get some skin in the game. Marketing professionals need to be heavily involved in search engine management, just like you would with a direct mail campaign or trade show development.

But, I’m here to say there are rewards in terms of cost per lead, cost per sale, the data accuracy associated with self-service, and, most importantly, you are doing business on the new consumers’ terms. With the web, you’re there for your prospects when and where they want you. So jump right in, the water is warm and welcoming for those who dare.

About Tony Ryzinski

Tony has a deep and diverse background in the healthcare industry, holding senior-level marketing & communications positions for leading brands in the payer, provider and HIT industries. Tony’s experience includes SVP of Marketing for a leading HIT organization, Misys Healthcare Systems; VP of the health insurer of choice and market share leader, Blue Cross and Blue Shield of North Carolina; and AVP of the Philadelphia region’s then-largest healthcare system, Graduate Health System. Having been on the client side, working with many of the best-known and respected consultancies in the world, Tony offers an informed understanding of the pressures clients face. His focus is on making the consulting experience simpler and easier as he assists clients in reaching their goals.

Tony’s areas of expertise include brand creation and management, organization design, strategic and marketing plan development, and B2B and B2C advertising and direct marketing. His experience spans start-up, turn-around and growth marketing strategies. His work has been highlighted in trade and consumer press, and he’s presented at a variety of academic and industry organizations. A native of Philadelphia, Tony received a BA in Communications from Temple University.