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Building YO Brand | Young Ophthalmologists | AAO 2014 | Wong


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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.

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Building YO Brand | Young Ophthalmologists | AAO 2014 | Wong

  1. 1. Building YO Brand Marketing Essentials randall v. wong, m.d. medical marketing enterprises, llc aao 2014
  2. 2. Financial Disclosure  I have the financial interests to disclose; 1. Medical Marketing Enterprises, LLC – Partner 2. Kiwi Splash, LLC - Partner
  3. 3. What is Marketing?  Advertising  Marketing – understanding the needs of your customers  Saturday hours  Retina Specialist  Website
  4. 4. Marketing Essentials  Website  Social Media  Twitter  LinkedIn  Google +  Facebook  Local Search  Review Sites
  5. 5. 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.
  6. 6. 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.
  7. 7. 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
  8. 8. 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.
  9. 9. Social Media Platforms local search; friends local search, savvy Internetters professionals/colleagues real-time news, e.g. AAO
  10. 10. 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?
  11. 11. Local Search
  12. 12. 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
  13. 13. Thank YOu Best of Luck! Randall Wong, M.D. Medical Marketing Enterprises, LLC