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This presentation was delivered to the "Young Ophthalmologist" society at the American Academy of Ophthalmology (AAO) meeting in 2012, Chicago.
Young Ophthalmologists are; in training or who have been in practice for 5 or fewer years. Each year, a collection of speakers (including myself) has the privilege of addressing this group addressing a myriad of topics; location of practice, contract negotiation, etc.
This was my presentation on marketing.
In an nutshell, a diligent young doctor should start to understand how websites get ranked, the importance of a website and the need to engage patients digitally.
As greater than 80% of patients turn to the Internet for health related questions, patients now expect to find their doctor by searching websites, reading reviews and asking questions.
If any modern doctor does not have a website, they simply don't exist as far as patients are concerned.
Using these same arguments, young doctors can screen potential employers. Those lacking even a simple website probably have no marketing strategy to build a new doctor's practice...caution is advised!
Doctors new separated from a practice must now find a way for old patients to find their new location. The same basic principles of content marketing will help the lost patient find his/her old doc!
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