If you’ve ever found yourself frustrated by Facebook, you’re not alone. Between disappearing posts, questionable conversion rates and a steady stream of platform changes, it’s not surprising that many doctors find the site a mixed blessing at best. Case in point: The site’s latest update which entails giving users far more flexibility in determining what [...]
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Infographic Friday: Savvy Doctors Use Video to Engage, Inform and Educate
Unless you’ve been living in a cave, you no doubt know that Google is the world’s largest search engine. But do you know which one is No. 2? (Hint: It’s not Bing, Yahoo! or Ask.com.) It’s YouTube, which among other things, is proof positive that consumers are increasingly turning to video to learn more about [...]
Grow Your Practice with RealSelf’s 5 Cs of Social Healthcare (Part I of a series)
As the owner of a small business, you’ve probably heard of the 4 Ps of marketing: Product, Price, Place and Promotion. It’s a time-honored concept that works well when you’re selling widgets or washing machines but it falls short when your “product” entails a medical service, an emotional decision and the growing influence of social [...]
Is Answering Questions Online Bad for Your (Business) Health?
With hundreds of thousands of doctor answers, RealSelf has a fair sense of how doctors view participating in online Q&A with patients. Most plastic surgeons, dermatologists, cosmetic dentists and related specialties see it as a legitimate extension of their online marketing efforts, or simply, a way to help consumers make better informed decisions about cosmetic [...]
Infographic Friday: Are You a Good Friend on Facebook?
With more than a billion users, Facebook is many things: A messaging service for keeping up with friends and family. A place to share photos and funny videos. A way to reach out to old flames and former classmates. For businesses, though, it can also be a minefield: Misunderstand how and why people use the [...]
Infographic Friday: Content + Context = Smart Internet Marketing
You’ve probably heard marketers use the phrase “content is king” but what does it really mean? In the simplest terms, it means that providing content — words, images, video, etc. — is an excellent way to engage with consumers. In marketing terms, it’s a tool to let people know who you are, how your products [...]
Create a Circle of Engagement in 3 Steps
If you’re like most doctors, you probably spend more time thinking about how to get clients in the door than you do thinking about them after they leave. If that’s the case, you may want to rethink your position as nothing carries more weight with the former than the experiences shared by the latter. That’s [...]
Facebook’s declining reach poses a dilemma for doctors
Now that Facebook has topped 1 billion users, its reputation as “the place you have to be” in social media might appear to be stronger than ever. After all, when a site attracts one of every seven people on the planet, its reach would seem to be nearly infinite. Then again, maybe not. In fact, [...]
Doctors Who Create Great Content Reap Multiple Benefits, Part II
As business manager for David B. Reath, MD, a plastic surgeon in Knoxville, Tennessee, Lisa Reath has heard all the reasons doctors offer for not embracing blogging, social media and the other elements of content marketing. Some say they’re too busy; others, that it’s just too confusing — arguments that she succinctly refuted with some [...]
Doctors Who Create Great Content Reap Multiple Benefits
If you’ve been reading this blog for a while, you’ve probably heard us say that producing the kind of content aesthetic consumers are looking for is crucial in today’s competitive environment. But don’t take our word for it. As business manager for David B. [...]
When It Comes to your Practice Website, the Eyes Have It
No, that’s not a typo. According to a recent eye-tracking study conducted at the Missouri University of Science and Technology, visitors to a website take just two-tenths of a second to form a first impression. And, as the saying suggests, you seldom get a second chance if that impression isn’t very good. As more people use the [...]
Doctors Seeking Lasting Results Won’t Find Them on Facebook
If you’ve been wondering why your Facebook posts haven’t been generating much interest, a new study may have the answer. Turns out that marketing content posted on the world’s largest social network has a surprisingly short shelf life. According to the study, people stop engaging with such content — posting comments, providing feedback, etc. — [...]
The ROI of Content Marketing: A Winning Strategy for Doctors
I’ve always believed that if you put in the work, the results will come. It was certainly true for the man who said that — basketball great Michael Jordan — but it also offers a roadmap for doctors navigating the changing landscape of online marketing. While paid search still has its place, good content is [...]
Blogging Doctors Should Repurpose Content, not Reinvent the Wheel
After a full day of procedures and consultations, do you really want to sit down and write a blog post or press release about cosmetic surgery? Probably not but the fact remains that providing timely and relevant content about aesthetics is a great way to generate traffic, engage with existing patients and attract new business. [...]
Blog, Email or Social — For Doctors, It’s the Content that Counts
Websites, blogs, email, social networks — with so many platforms clamoring for your time and attention, you may find yourself wondering if there’s one medium that’s better than the rest. Alas, no, because the simple truth is, it’s not the medium, it’s the message. When it comes to engaging with online consumers, great content is [...]
Social Media Posts: 13 Attributes Doctors Need to Consider
We’ve already talked about how quality trumps quantity for SEO-ing your practice website. But what defines “quality” when posting to followers or fans in social media? Professor Sree Sreenivasane from Columbia Jounalism School suggests–along with other great tips–that social media posts on Facebook, your blog, or Twitter contain at least one of these attributes: helpful useful [...]
