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February 2013 ASCRS•ASOA SYMPOSIUM & CONGRESS, SAN FRANCISCO2011 EW SHOW DAILY 31 Internet marketing similar to traditional marketing by Erin L. Boyle EyeWorld Senior Staff Writer U nderstanding that marketing is the same on the internet as traditional marketing is vital in using websites and social media to best market ophthalmic practices, an expert said here. In "Your Website, Social Media, and Traditional Marketing: Are They Working Together?" part of the ASOA program, Tamara Evans, MS, San Diego, outlined good use of the internet in ophthalmology marketing. "I can't say this enough because I lived through the IT boom, when everybody went from DOS to Windows, and nobody knew what to do with it," said Ms. Evans. "Remember that the internet, with all of its wonderful capabilities, follows the same principals as traditional marketing. You are using it for exactly the same purposes. It's not about the technology—it's about marketing your practice. If you keep that in mind, you can't go wrong." Internet use Ms. Evans is vice president, marketing, at Ceatus Media Group, which assists medical professionals in developing an online presence. She outlined how physicians and their offices should use their company websites and social media for marketing purposes, including how they are great places for medical practice branding. cians should maximize their citations (or references) on Google, and set up a page on Google+ Local. Social media Tamara Evans, MS, discusses using the internet for marketing, including websites and social media, in the talk "Your Website, Social Media, and Traditional Marketing: Are They Working Together?" as part of the ASOA program. She said physicians can start blogs on their websites for marketing—short, and not too technical, are good blogging techniques—but should only do so if they contribute regularly to it. She said social media, especially, should be maintained regularly. She recommended updating physician/practice sites at least three times a week. "Be prepared to respond when needed," Ms. Evans said. If physicians and their offices cannot keep up with all the updates, they can hire a company to assist, she said. This can also be of great use because existing employees who might have knowledge of social media or the internet are not always the best to maintain a regular social media presence, Ms. Evans said. "Anything you put out there, make sure it represents your practice," she said. "This is huge—the internet lasts forever," so all material should be like traditional marketing, professional and maintaining the physician's brand, she said. She also discussed SOE, directories and Google+, and how physi- Ms. Evans asked attendees which social media site they used: Facebook, Twitter, or LinkedIn. The majority of hands went up for Facebook. She said while social media has been shown not to bring in many new patients, it does offer an excellent opportunity for connecting with patients and marketing a physician's brand. "If you pick one, pick Facebook," she said. "It's the biggest bang for your buck." She recommended that physicians' offices make updates on Facebook such as: announcing new employees; changes to the office, including renovations; human interest stories from outside the practice; events in the community; employee birthdays, with the permission of employees; and exciting new products, among other ideas. "Always remember, social media is social. Don't make it doctor-centric," she said. She also recommended that all social media status updates be made with correct grammar and spelling. EW Editors' note: Ms. Evans is vice president, marketing, Ceatus Media Group. Visit Sightpath at Visit Sightpath at ASCRS in Booth #2238 To Learn More About MoFe MoFe To L TM Meet MoFe MoFe F TM Mobile Femtosecond Lasers Femtosecond Lase cond for Cataract Surgery Cataract Surgery Only Sightpath Medical™ Sightpath delivers a mobile solution for laser assisted cataract surgery, for cataract surger along with everything else you need to make your case day a success. make s The Complete Solution Unmatched Experience Our comprehensive suite includes the femtosecond laser, surgical supplies, manufacturer-certified engineer, clinical support, an implementation guide and access to customizable marketing tools. Our rich history of mobilizing sensitive ophthalmic equipment spans 20 years. We partner with more than 800 surgeons in 600 facilities across the U.S. and assist with 70,000 cataract procedures every year. Visit www.SightpathMedical.com/Meet-MoFe for more information or call 888.975.5528 it www.SightpathMedical.com/Meet-MoFe information 888.975.5528