Presentation reviewing the basics of content marketing and employing a social media strategy for a medical practice.

1. Randall V. Wong, MD
Medical Marketing Enterprises, LLC

2. Build a Medical Practice
via Social Media
Georgetown/WHC Ophthalmology Residents
May 25, 2011

3. Problem
Developing a Marketing Plan
Solo or Group

4. Present Marketing
Strategies
• Radio
• TV (pharma bypasses docs)
• e.g. Cialis, Cymbalta, Clarentin
• Print
• Lunches and Lectures
• Bottom Line: They Don’t Work

5. Know Your Customer
• Learn habits, where to they spend time?
• Provide solutions to their problems

6. Where are Patients?
• “Internet”
• Google and FaceBook
• 91% Americans have cell phones
• 77.3% Have Broadband
• 28% Smart Phones

7. Patient Behavior
• Referral patterns have changed
• Internet Verification
• No web presence, No appointment
• Patients in search of doctors independently
• Rely on SERP

8. Disconnect
• Pts. are on the Internet
• Doctors are not on Internet
• Those doctors willing to change...will win!

9. What Do Patients Want?
• Information
• Not just medical information
• Looking for transparency
• Doctors that will engage in a conversation

10. The Solution
• Web Site
• Blog
• +/- Social Media - Remember, for a medical
practice, no web site -->no social media

11. Most Web Sites
• Outdated, “Copyright 1999-2004”
• Stale
• Resource for old
• Bad/No Rankings
• Health Grade

12. What Kind of Web Site?
• Blog is the modern format
• Web site serves two functions
• Resource for existing patients
• Insurance, Forms, Directions
• Marketing tool to attract NEW Patients

13. “Clicks” Don’t Matter
Neither Does “Web Design”
• Two Common Misconceptions
• “Clicks” build rankings
• Web Design draws traffic

14. Blog = Web Site
• Blog - Versatility
• Design is “turn-key”
• Inexpensive
• Comment

15. The Comment
• The comment empowers the user/reader
• Makes the web more interactive. User
creates and contributes meaningfully.
• User created content. Sharing what you
know
• Start a dialogue or “conversation.”

16. Social Media
• Social Media allows users to engage with
others, to share and contribute,
meaningfully
• It has allowed people to search the world
for connections and from “trusted” sources
• People look for common denominators and
ways to connect, this allows trust and then
endorsement.

17. Implementing a Plan
• Goal is to Rank #1 for SERP
• Start a Blog
• de novo
• Add to existing web site
• Requires Content

18. Content Marketing
• Only way to achieve and maintain high page
rankings
• SEO : the method for formatting your
content to be search engine friendly
• Medical SEO : you must become the
authority (you already are, not just a
resident!)

19. • Relevance
• Match User with Best Results for “Search”
• Most Relevant ---> Highest results

20. 3 R’s of Content
• Your Content Must Be:
• Relevant
• Regular
• Refreshed

21. Medical Content
• Articles containing medical information
(remember, patients are looking for
answers)
• Articles can replicate the information given
in your office, it can lead to efficiency
• Resource from a trusted source --> you!

22. What About WebMD
• Monologue Resource for Information
• Sterile
• No personality

23. Add Transparency
• It is through social media, such as a blog,
that a doctor has the ability to offer
transparency in a controlled manner.
• No more Ivory Tower and White Coat
• “Who You Are vs. What You Are”

24. The “About” Page
• Should be the first page completed once
blog is started.
• This is NOT a curriculum vitae
• This can be a description of who you are as
a person; activities, likes, dislikes
• Allows for a connection

25. Start Tonight
• Start your own blog tonight
• Add regularly
• Build your web presence now
• Build your own “value added” and have
your own marketing plan
• Show you are different, adaptable and think
out of the box

26. Randy Wong
Medical Marketing Enterprises, LLC
www.medicalmarketingenterprises.com
AAO, Orlando, 2011
Courses 398, 617, 571