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EW SHOW DAILY 10 ASCRS News Today Tuesday, May 9, 2017 by Lauren Lipuma EyeWorld Contributing Writer surgeries or do Q&A sessions about LASIK and other surgeries. Mr. Sideris offered several pearls for live streaming a LASIK surgery. Have someone in your practice act as a host for the video and give a brief introduction. Do a quick patient interview before the surgery. Go into the operating room and have the host or surgeon give a play- by-play of what's going on. Film the patient getting up from the chair and have a quick post-surgery recap with the physician. Make sure you have a discrete signal with the host and person filming the surgery in case there are complications and you need to stop streaming, he said. The host can then redirect the viewers out of the operating room without generating alarm. One practice Mr. Sideris worked with did this and ended up bringing in $60,000 worth of revenue, he said. It's OK to be bad at social media for now, he concluded. Getting good at it takes time. "If you're 15 or you're 50, you can watch YouTube videos and become good at this," he said. EW Editors' note: Mr. Sideris has financial interests with Johnson & Johnson (New Brunswick, New Jersey) and Patient Pipeline (Detroit). T hink like a marketer, post like a friend: That's how to use social media to grow a practice, said Nick Sideris, Detroit, business devel- opment manager for Johnson & Johnson, during the ASOA session "Snapchat Success and Other Social Hacking Pearls." Mr. Sideris offered attendees pearls for using Facebook, Ins- tagram, and Snapchat to attract millennials to a refractive practice. These tools are easy, at your finger- tips, and free, so there's no reason you shouldn't be using them, he said. You want to use these tools to target millennials because they are going to get the most miles out of a procedure like LASIK and tell their friends about it, he added. The first thing to do is schedule posts throughout the month. This takes minimal time and ensures you always have new content going up. Second, be authentic. Millennials want to see that you're a real person, and that should shine through in your marketing, he said. As counter- intuitive as it might seem, you want your content to be unpolished. Snapchat stories are one way to share patient experiences with LASIK, Mr. Sideris said. The biggest barriers to having refractive surgery are fear and price, so sharing photos and videos of patients getting the procedure can go a long way toward breaking those barriers down, he said. A Snapchat story could include videos and photos of a patient get- ting ready for surgery, videos of the surgery itself, and postop interviews. Be sure to ask the patient how he or she feels about getting the surgery. You want the patient to say that he or she feels nervous, because there's a good chance the people watching it will feel the same way. But when the patient comes out of the surgery smiling, it will dispel some of those fears, Mr. Sideris said. He suggested putting together this kind of video story every week. Facebook is another great tool— and if you're not using it, you're doing something wrong, Mr. Sideris said. He recommended using Face- book Live to share videos of actual How to leverage social media to grow a refractive practice Mr. Sideris describes the benefits of creating Snapchat stories and using Facebook Live to attract patients to a refractive practice. "Best of ASCRS 2017" shines spotlight on meeting highlights "B est of ASCRS 2017" will allow attendees to catch up on all of the ASCRS meeting highlights in one session. This special wrap-up session will share some of the most important and interesting papers presented at the 2017 ASCRS•ASOA Symposium & Congress, as selected by EyeWorld Editorial Board members from among the "Best Paper of Session" winners. Following summary presentations of the best papers, the section editors of EyeWorld will debate the conclusions and implications in a free-flowing panel discussion. Eric Donnenfeld, MD, and Ronald Yeoh, MD, will moderate the session. Session presenters will include Elizabeth Hofmeister, MD, John Hovanesian, MD, Michael Knorz, MD, Nathan Radcliffe, MD, and Jonathan Rubenstein, MD. Panelists will include Reay Brown, MD, Clara Chan, MD, Boris Malyugin, MD, Kevin Miller, MD, and Vance Thompson, MD. The session will take place today from 1:00 to 2:30 p.m. in lobby level, West Hall A, of the Convention Center. EW Saturday Bandana Waikhom, MD Cincinnati Sunday Berdine Burger, MD Charleston, South Carolina EyeWorld Educational Events Winners Congratulations!

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