Randall V. Wong, MDMedical Marketing Enterprises, LLC    www.MedicalMarketingEnterprises.com
Build a Medical Practice     via Social MediaGeorgetown/WHC Ophthalmology Residents            May 25, 2011
ProblemDeveloping a Marketing Plan      Solo or Group
Present Marketing            Strategies• Radio• TV (pharma bypasses docs)   • e.g. Cialis, Cymbalta, Clarentin• Print• Lun...
Know Your Customer• Learn habits, where to they spend time?• Provide solutions to their problems
Where are Patients?• “Internet”• Google and FaceBook• 91% Americans have cell phones• 77.3% Have Broadband• 28% Smart Phones
Patient Behavior• Referral patterns have changed   • Internet Verification   • No web presence, No appointment• Patients in...
Disconnect• Pts. are on the Internet• Doctors are not on Internet• Those doctors willing to change...will win!
What Do Patients Want?• Information• Not just medical information• Looking for transparency• Doctors that will engage in a...
The Solution• Web Site• Blog• +/- Social Media - Remember, for a medical  practice, no web site -->no social media
Most Web Sites• Outdated, “Copyright 1999-2004”• Stale• Resource for old• Bad/No Rankings• Health Grade
What Kind of Web Site?• Blog is the modern format• Web site serves two functions • Resource for existing patients   • Insu...
“Clicks” Don’t MatterNeither Does “Web Design”• Two Common Misconceptions • “Clicks” build rankings • Web Design draws tra...
Blog = Web Site• Blog - Versatility• Design is “turn-key”• Inexpensive• Comment
The Comment• The comment empowers the user/reader• Makes the web more interactive. User  creates and contributes meaningfu...
Social Media• Social Media allows users to engage with  others, to share and contribute,  meaningfully• It has allowed peo...
Implementing a Plan• Goal is to Rank #1 for SERP• Start a Blog   • de novo      • Add to existing web site• Requires Content
Content Marketing• Only way to achieve and maintain high page  rankings• SEO : the method for formatting your  content to ...
• Relevance• Match User with Best Results for “Search”• Most Relevant ---> Highest results
3 R’s of Content• Your Content Must Be:   • Relevant   • Regular   • Refreshed
Medical Content• Articles containing medical information  (remember, patients are looking for  answers)• Articles can repl...
What About WebMD• Monologue Resource for Information• Sterile• No personality
Add Transparency• It is through social media, such as a blog,  that a doctor has the ability to offer  transparency in a c...
The “About” Page• Should be the first page completed once  blog is started.• This is NOT a curriculum vitae• This can be a ...
Start Tonight• Start your own blog tonight• Add regularly• Build your web presence now• Build your own “value added” and h...
Randy Wong    Medical Marketing Enterprises, LLC        www.medicalmarketingenterprises.com           AAO, Orlando, 2011  ...
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Building a Medical Practice with Social Media

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  • Building a Medical Practice with Social Media

    1. 1. Randall V. Wong, MDMedical Marketing Enterprises, LLC www.MedicalMarketingEnterprises.com
    2. 2. Build a Medical Practice via Social MediaGeorgetown/WHC Ophthalmology Residents May 25, 2011
    3. 3. ProblemDeveloping a Marketing Plan Solo or Group
    4. 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. 5. Know Your Customer• Learn habits, where to they spend time?• Provide solutions to their problems
    6. 6. Where are Patients?• “Internet”• Google and FaceBook• 91% Americans have cell phones• 77.3% Have Broadband• 28% Smart Phones
    7. 7. Patient Behavior• Referral patterns have changed • Internet Verification • No web presence, No appointment• Patients in search of doctors independently • Rely on SERP
    8. 8. Disconnect• Pts. are on the Internet• Doctors are not on Internet• Those doctors willing to change...will win!
    9. 9. What Do Patients Want?• Information• Not just medical information• Looking for transparency• Doctors that will engage in a conversation
    10. 10. The Solution• Web Site• Blog• +/- Social Media - Remember, for a medical practice, no web site -->no social media
    11. 11. Most Web Sites• Outdated, “Copyright 1999-2004”• Stale• Resource for old• Bad/No Rankings• Health Grade
    12. 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. 13. “Clicks” Don’t MatterNeither Does “Web Design”• Two Common Misconceptions • “Clicks” build rankings • Web Design draws traffic
    14. 14. Blog = Web Site• Blog - Versatility• Design is “turn-key”• Inexpensive• Comment
    15. 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. 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. 17. Implementing a Plan• Goal is to Rank #1 for SERP• Start a Blog • de novo • Add to existing web site• Requires Content
    18. 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. 19. • Relevance• Match User with Best Results for “Search”• Most Relevant ---> Highest results
    20. 20. 3 R’s of Content• Your Content Must Be: • Relevant • Regular • Refreshed
    21. 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. 22. What About WebMD• Monologue Resource for Information• Sterile• No personality
    23. 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. 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. 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. 26. Randy Wong Medical Marketing Enterprises, LLC www.medicalmarketingenterprises.com AAO, Orlando, 2011 Courses 398, 617, 571

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