|
The Internet has revolutionized the way medical professionals can interact with patients – websites, social media, email campaigns - the list goes on. Optometrists world-wide are seizing the opportunity to share and discuss their expertise - engaging patients with valuable, informative, and often entertaining experiences. Many practitioners are reducing or altogether abandoning traditional forms of marketing in favor of social media and online marketing.
Dr. Alan Glazier, is one such practitioner. A Social Media and Electronic Web sphere specialist, he has established a robust presence for his practice on Facebook, Twitter and Youtube in addition to his prolific blog. In a recent interview, Dr. Glazier shared some tips about where online marketing is moving and how an optometry practice can use the Internet to benefit its business.
"It is true that an effective social media and online marketing strategy does require a significant investment of time and effort, however, it ultimately cuts overall costs significantly by reducing your traditional marketing budget." Further, Dr. Glazier praises social media as being more effective than traditional marketing and an essential step in adapting to the new realities and future of commerce.
Dr. Glazier’s Social Media strategy employs a number of online platforms which combine to create a very effective Internet marketing campaign.
Facebook
With one of the most successful Facebook presences in the field of optometry, Dr. Glazier has over 1,150 fans between his practice’s Facebook group and his Fan page. Likening Facebook to a "live business card", this platform is a great way to nurture established relationships and increase patient loyalty. To build a fan base, he recommends beginning with a personal Facebook profile and then inviting all of your contacts (and those of your staff) to join your page.
Using incentives can be a great way to grow your presence on Facebook. There are two types of incentives that get attention: free offers (which include contests or giveaways) and charitable causes / social good (particularly when it requires little effort on anyone's part to participate).
In Dr. Glazier’s case, he created a program where by joining his Facebook page visitors helped provide eye exams to those in need. He recorded the charitable eye exams on video and posted them on his social media profiles as positive publicity for his practice.
A simple way for optometrists to encourage fan participation is to offer special discounts, coupons or freebies on their products or services. Add some interesting eye and vision facts, some professional optometry tips and an occasional, thought-provoking question and you are on your way to attracting and engaging veteran and potentially new customers.
Twitter
According to Dr. Glazier, Twitter offers an invaluable channel to reach and attract new patients. You can quickly build up a local network by following people in your region - most of whom will likely follow you back. Dr. Glazier also recommends following people that are of interest to you or those with a large following and engaging them in conversation. Through this you will be exposed to a wider audience, many of whom could be your new patients!
The additional benefit of Twitter is that your activity (such as links you post to your website or blog) adds to your relevance with Google and therefore improves your ranking in the Search Engines driving traffic to your site from an even wider network of potential customers.
Blog
Dr. Glazier’s blog, youreyesite.net, has had a clear impact on his business in terms of improving his online visibility and attracting new patients. Common reactions to the suggestion of creating a blog include: the time commitment, lack of confidence in your writing abilities and privacy issues. Dr. Glazier maintains the benefits far outweigh any hesitations you may have. His opinion is that a blog should be considered yet another choice about how you spend your time and money toward building equity in yourself and your practice.
Blog entries don’t have to be long - even a paragraph is fine. Also, consider delegating to staff (Dr. Glazier suggests having some staff members write a paragraph once a week) or signing up with a content company to assist in the content creation process. He feels that a blog is the best way to create awareness for your practice and to bring new patients to your door. From an SEO perspective, active blogging (which also involves linking to and with other blogs) will certainly improve your Search Engine rankings.
To build your blog following, Dr. Glazier suggests a geographical focus, since local visitors are more likely to become new patients. Email blasts and a link on your website are great ways to start. You can also use Twitter to create interest in your blog, by writing frequent tweets which link back to it.
To Sum it all Up
Dr. Glazier’s advice comes from his research as well as the success he has experienced with using Social Media to grow his Practice. His overall message: An investment in the Internet and specifically in Social Media Marketing is worth it!
Dr. Alan Glazier is an optometrist and Founder/CEO of a large private optometric practice in the Rockville, Maryland suburbs of Washington, DC. Dr. Glazier is a frequent lecturer on social and new media and blogs professionally at SightNation.com and for Jobson's "Click" e-Newsletter publication. He has been interviewed by Entrepreneur magazine, on Blog Talk Radio and by Network Solutions regarding his cutting edge use of social media. His book on social media in the healthcare industry "Searchial Marketing" is due to be published this winter. He also conceptualized and brought to market Schedgehog.com, a free mobile app which connects patients with cancelled or rescheduled doctors appointments, recouping lost revenue for physicians. In 2010, Dr. Glazier won "Best Use of Twitter", awarded by the Northern Virginia Technology Council. Connect with him on twitter @EyeInfo.
On Facebook Pages and Places as "Shady Grove Eye and Vision Care"
Connect with "OnToptics" on Facebook to learn about Search Engine Optimization for the Eye Care Industry
|
