building yo brand | young ophthalmologists | aao 2014 | wong
DESCRIPTION
This presentation was delivered at the Young Ophthalmologists meeting during the 2014 American Academy of Ophthalmology. Marketing is different than advertising. Doctors must learn to market - to understand the needs of their patients. Patients are looking for health related information and to learn about their doctors. Every medical practice needs to have a website. Websites are expected by your patients. Social media may or may not help your marketing efforts. If you choose to engage social media - make sure your website is current and functional before drawing attention to your site. Each social medial platform appeals to certain demographics and serves particular functions. At the very least, a website must be created, now, to start your digital presence.TRANSCRIPT
Building YO BrandMarketing Essentialsrandall v. wong, m.d.medical marketing enterprises, llcaao 2014
Financial Disclosure
I have the financial interests to disclose;
1. Medical Marketing Enterprises, LLC – Partner
2. Kiwi Splash, LLC - Partner
What is Marketing?
Advertising
Marketing – understanding the needs of your customers
Saturday hours
Retina Specialist
Website
Marketing Essentials
Website
Social Media Twitter LinkedIn Google + Facebook
Local Search Review Sites
Website
“Customers” expect a website
Can your “patients” find you or your goods and services?
If you can not be found on the Internet, you basically don’t exist.
3 Types of Websites
1. Resource (static, doesn’t rank)
2. Marketing (dynamic, ranks with Google)
3. Interactive (ranks and engages patients)
Doesn’t matter which you have – just have one.
Social Media
Social media (however you define it) is simply a preferred way to communicate and share information
Different platforms appeal to different people
vs
Social Media Marketing
Don’t bother with social media unless you have a website
Engaging social media prematurely simply highlights your lack of a website or….worse.
Social Media Platforms
local search; friends
local search, savvy Internetters
professionals/colleagues
real-time news, e.g. AAO
Local Search
Internet search whereby the user inputs restricted geographic constraints (e.g. city, county, zip code)
Your next patient will be using “local search” techniques to find your services. Where will you rank?
Local Search
Marketing for YO’s
Marketing is Expected
Your next patients want: Transparency as a business (review sites) Personal Transparency Health Information Information about your practice Information about how you practice
