Answering ophthalmologists' top social media marketing questions: Why, Which, What, How, When

1. Social Media Marketing
for Ophthalmologists
Einstein Medical
www.EinsteinMedical.com
Why? Which? What? How? When?

2. Social Media Marketing
for Ophthalmologists
Einstein Medical’s social strategy was built to address
these frequently asked questions:
1. Why include social media in my marketing strategy?
2. Which social channels are best for ophthalmologists?
3. What should I post?
4. How much time do I have to invest in social media?
5. When should I advertise on social media?

3. 1. Why include social media
in your marketing strategy?
Build Influence
in Key Topic Areas
Enhance SEO
Signals
and Drive Website
Traffic
Connect with Peers
and Patients
Attract New
Patients

4. 2. Which social channels
are best for ophthalmologists?
Build
Influence
Attract
New
Patients
Connect
with Peers
& Patients
Generate
Website
Traffic
Facebook
Google+
Instagram
LinkedIn
Pinterest
Twitter
YouTube
The “Best” Channel is Relative to Your Goals

5. 3. What should I post?
Strive for a Balanced Diet of Social Media Posts
Practice
Updates
Curated
Content
Original
Content on
Practice
Website
Promotional
Content

6. Original Content Build Authority
From Social Channels
To Your Website

7. Curated Content Builds Trust

8. Practice Updates Build Authenticity

9. Promotional Content Spurs Action

10. 4. How much time do I have to invest
in social media marketing?
Profile Set-
Up
Monitoring
Frequency
Posting
Frequency
Content
Creation
Facebook
Google+
Instagram
LinkedIn
Pinterest
Twitter
YouTube
Some Channels Require More Time Than Others

11. 5. When should I invest in advertising
on social channels?
Social Media Footprint BIGSmall
Retargeting
Campaigns
Promoted
Posts
Advanced
Facebook
Advertising
Programmatic
Advertising
Choose Advertising Tactics Based on Your Social Footprint

12. Retargeting vs. Remarketing
Use the Right Tool for the Job
Retargeting
• Not a current patient
• Visited website, but left before
scheduling consultation
• Goal is to get them back to
the website to set consultation
Remarketing
• Current patient
• Already in your database
• Goal is to cross-sell additional
services and/or encourage
referrals and reviews

13. Retargeting: Digging Deeper
Think in Terms of Your Prospective Patient’s Point of View
If an advertisement generated
traffic to your website, but not a
significant share of conversions,
it’s time to consider retargeting
strategies.
Retargeting Strategy 1
The frequency play
• Message was good, but the timing
wasn’t right?
• Show the same ad multiple times
to remain top of mind.
Retargeting Strategy 2
Overcome objections
• Why should a patient come to your
practice?
• Create retargeted messages that
speak to your unique qualities:
reputation, accomplishments, cost,
time in business, etc.

14. Einstein Medical’s Social Media
Solutions for Ophthalmologists
 Social Media Broadcast
Curated posts delivered each business day on Facebook, LinkedIn,
and Twitter
 Social Media Account Optimization
Advanced account set-up and growth plan creation
 Social Media Custom Amplification
Custom community and content management
 Social Media Advertising
Custom ads leveraging real-time personal updates
 User Retargeting
Custom ads delivered to specific users beyond social channels

15. Ready to Get Started?
Einstein Medical
www.EinsteinMedical.com
Speak with an expert now: (800) 606-0003