{"id":16207,"date":"2017-08-10T14:35:22","date_gmt":"2017-08-10T18:35:22","guid":{"rendered":"https:\/\/aerolase.com\/?p=16207"},"modified":"2017-08-10T14:35:22","modified_gmt":"2017-08-10T18:35:22","slug":"advertising-your-practice","status":"publish","type":"blog","link":"https:\/\/www.varshabi.com\/Aerolase\/blog\/advertising-your-practice\/","title":{"rendered":"Advertising Your Practice"},"content":{"rendered":"\n

Dermatology World, August 2017, by Emily Margosian, Content Specialist<\/a><\/p>\n\n\n\n

In a rapidly evolving tech and media landscape, an effective advertising strategy now takes more than the work of a few \u2018Mad Men\u2019 \u2014 especially for dermatologists. Whether a practice is looking to recruit new patients, transition consults into appointments, or retain loyal long-term patients, an ad in the local paper or relying on referrals alone is unlikely to cut it.<\/p>\n\n\n\n

Whether you\u2019re relocating to a new area, or looking to make your local community more aware of the services you offer as a dermatologist, advertising can play a key role in the success of a practice regardless of its focus. \u201cIf you\u2019re just doing cosmetic work, you want to identify whether or not there\u2019s a big enough vanity market out there, or perhaps whether it needs someone to bring the vanity market to life,\u201d explains Neal Bhatia, MD, a dermatologist in San Diego. Dr. Bhatia argues that solid marketing is equally as important for medical dermatology, particularly so that patients who uniquely require dermatologic care know where to find it. \u201cWithout the knowledge that the dermatologist is there for medical problems, that potential referral base is lost. Dermatologists are now competing with day spas, Minute Clinics, and online teledermatology sites that are really poaching away at the full exam that a dermatologist can give. Partly that relates back to access, but some of that also has to do with marketing. If the average patient isn\u2019t aware of what the dermatologist really does, by the time they come to see me it could be too late.\u201d<\/p>\n\n\n\n

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Web Marketing<\/h3>\n\n\n\n

For many, the web has become the de facto resource for looking up health care information, searching for providers, and leaving feedback on care \u2014 making it a main target for dermatologists to focus their advertising efforts on. For physicians, taking an active role in shaping their online presence is now less a choice than a necessity, says Risa Goldman Luksa, president of Goldman Marketing Group. \u201cOne very important area is sites like Yelp and how they factor into your online reputation,\u201d she explains. \u201cPeople will use review sites alone to find doctors, but even if patients are referred to you from a friend or another physician, they\u2019re still going to Google you, and those ratings will still show up on page one of the search results. If you have bad star ratings, it could deter a patient from coming to you in the first place.\u201d<\/p>\n\n\n\n

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Polished Practice Websites<\/h3>\n\n\n\n

For a growing number of patients, if a practice doesn\u2019t have a website, it may as well not exist. \u201cYour website is the foundation of your marketing strategy,\u201d says Goldman Luksa. \u201cYou need to consider both aesthetics and content, and whether they\u2019re set to compel patients to actually pick up the phone to call or email.\u201d<\/p>\n\n\n\n

From a design perspective, the best place to start is by looking at overall marketing trends \u2014 even those outside of health care \u2014 when considering the design for a relaunch or new practice website. Taking time to review competitors\u2019 sites can be helpful in identifying what\u2019s upto-date. Current web design trends favor a cleaner look, including ghost buttons, grid-based layouts, full-screen photo backgrounds, and flat web design. A responsive site, of course, is now nearly required, as patients are increasingly likely to search for potential providers from their mobile devices.<\/p>\n\n\n\n

Once patients have found your site, how do you keep them coming back? Beth Santmyire-Rosenberger, MD, has tackled this challenge by adding the option to sign up for an email newsletter campaign via her website. Dr. Santmyire-Rosenberger, who practices in Fairmont, West Virginia, says the newsletter has been particularly helpful in keeping her at the forefront of patient\u2019s minds should they need dermatologic care. \u201cI listen to a lot of business podcasts. Most of them suggest that for a small business, establishing an email list for direct-to-patient marketing is of utmost importance. Currently, I\u2019ve been using it as a way to engage patients on an ongoing basis,\u201d she says. \u201cAt this point, I am very busy booking months out, so my marketing goals are just keeping our practice at the top of people\u2019s mind when they need someone.\u201d<\/p>\n\n\n\n

Additionally, a practice\u2019s website can be an opportunity for physicians to \u201cintroduce\u201d themselves to patients prior to their first visit. \u201cYou have to make it easy for a patient to try to get an appointment, to understand what your clinic does or doesn\u2019t do, and more importantly, what your background is and who you are,\u201d says Dr. Bhatia. \u201cListing your credentials, research, teaching, and any articles you\u2019ve authored or contributed to are also a big draw.\u201d<\/p>\n\n\n\n

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Strong Social Media<\/h3>\n\n\n\n

Social media\u2019s role in a dermatology practice\u2019s advertising strategy can be highly variable, however it generally falls into two buckets: using social media for advertising, and advertising on social media. With the former, physicians can draw attention to their practice by using various platforms to reach out to both patients and potential patients by offering health tips, sharing medical news, showing before and after photos, or giving a general introduction to the practice\u2019s staff.<\/p>\n\n\n\n

Chris Adigun, MD, a dermatologist in private practice in Chapel Hill, North Carolina, has found social media to be helpful in this regard, explaining, \u201cIn some states it is absolutely crucial, as it is how the public selects their physicians. In our office, we rely on Instagram, Facebook, and Twitter, in addition to our practice website. We\u2019ve also created a geofilter specific to our practice in Snapchat. That\u2019s been great for our more tech-savvy patients.\u201d (Snapchat allows businesses to purchase customized location filters that appear over users\u2019 photos when taken in a specified area with GPS capabilities enabled.)<\/p>\n\n\n\n

In addition to advertising with social media, dermatologists can also advertise directly on the platforms themselves, which can yield access to a broader audience for relatively low costs, according to Dr. Santmyire-Rosenberger. \u201cFacebook marketing is much more effective than traditional marketing. You can very specifically set a target audience and follow how many people are seeing your ads,\u201d she says. \u201cFacebook is also very reasonably priced. You can reach thousands of people for less than five dollars.\u201d<\/p>\n\n\n\n

However, physicians looking to log on to the social media scene should be prepared for the time and upkeep required to maintain professional practice profiles. Bad social media can be more harmful than no social media presence at all, warns Goldman Luksa. \u201cIt\u2019s extremely important that at the very least it\u2019s monitored daily. What if someone posts a comment, or takes down your cover photo? While I think it also looks unprofessional if it hasn\u2019t been updated in a long time, if your practice is going to establish a social media presence, it needs to be monitored and maintained at a minimum.\u201d And that doesn\u2019t mean having a staff member\u2019s teenager minding the store, she says; they may be expert social media users, but they probably do not know about HIPAA, and any typos or inaccuracies they post could be your reputation.<\/p>\n\n\n\n

Dr. Bhatia agrees that if dermatologists are going to attempt social media, they should do so strategically. \u201cIn NYC or bigger markets, you\u2019ll have a lot of derms with Twitter pages who will tweet about Melanoma Monday, or other things that can be very productive for both education and marketing.”<\/p>\n\n\n\n

For physicians finding it difficult to connect with patients in 140 characters or less, blogging may be a more flexible option. Since launching her blog, Dr. Santmyire-Rosenberger says it has been helpful as both an educational and relationship-building tool. \u201cI like to write my own educational handouts that explain things in the exact words that I would use if I were educating them in person,\u201d she explains. \u201cThe blog has been a way to expand my educational materials. I think for new patients, reading the blog articles gives them a glimpse into my personality, and how I practice, before they arrive.\u201d<\/p>\n\n\n\n

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Locking Down Local SEO<\/h3>\n\n\n\n

So how do you make sure all those patients Googling your name actually see your site ranked in the search results? Search engine optimization (SEO) is key. Strong local SEO is specifically targeted at getting a business \u2014 or medical practice \u2014 to show up in correlation with geographically relevant keywords. \u201cYou should be paying attention to how your site ranks in Google,\u201d says Goldman Luksa. \u201cDoes it show up if someone searches \u2018best dermatologist in Nashville,\u2019 or \u2018best doctor for acne in San Francisco\u2019?\u201d She recommends using an \u2018incognito\u2019 window to get more accurate results.<\/p>\n\n\n\n

One simple step to help your practice rank in local SEO results is to include geographic terms in your website in a way that\u2019s natural and won\u2019t set off spam filters. (\u201cCleveland dermatologist who serves Cleveland patients\u201d would be spam-triggering, for example.)<\/p>\n\n\n\n

In addition to creating relevant content that corresponds to your location, verifying that your practice\u2019s location information is consistent in as many places as possible can help build local SEO. Failure to update old location listings can potentially confuse search engines and compromise page rankings \u2014 something that Dr. Bhatia can attest to. \u201cWe designed the website based on what would draw general patients in, and also got help with some SEO challenges and location issues. When I moved to California, they thought my practice was still back in Wisconsin. What was once the yellow pages is now basically Google and Bing; that\u2019s how patients find us now,\u201d he says. \u201cSo if you\u2019re not at the top of that search list, you\u2019re going to be way behind, and that comes back to implementing the right keywords.\u201d To avoid any confusion, physicians who have moved their place of practice should make sure their current location is updated across their full web presence in order to help search engines associate their name with the right geographic search terms.<\/p>\n\n\n\n

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Navigating Paid Search<\/h3>\n\n\n\n

Don\u2019t want to wait for local SEO to take its course? Paid search may be another option. Pay-per-click advertising involves paying for advertising space on search engine result pages by bidding on specific keywords that potential patients might use when searching for a dermatologist. With this model, the ad buyer is only charged when someone clicks on his or her campaign.<\/p>\n\n\n\n

With this particular strategy, budget can be make or break. The more popular or common the keyword, the more expensive the cost of the campaign. Without a high enough budget, practices might not see enough of a return with this strategy, especially given that not every user who clicks on the ad may become a new patient. However, on the upside, particularly for newly established practices, paid search is a quick way to drive web traffic and ensure that the physician or practice name appear on the first page of search results.<\/p>\n\n\n\n

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Word of Mouth<\/h3>\n\n\n\n

While the World Wide Web can open up a wide new world in terms of advertising, sometimes basic is still best. Referrals from current patients or colleagues remain a tried and true way of generating new patients. Aside from referrals, there are other ways to harness word of mouth to draw attention to your practice. Community investment through volunteering or events such as free skin cancer screenings can help practices make an in-person splash.<\/p>\n\n\n\n

\u201cWhen I first started my practice, free skin cancer screenings were the way I built my business and introduced myself to the community. For years, I did them almost weekly at health fairs, workplaces, senior centers, and pretty much everywhere they invited me,\u201d says Dr. Santmyire-Rosenberger. \u201cI highly recommend this to anyone trying to establish or grow their practice. I still do a few free screening events a year, and now I take my two children to help give a gift bag of samples out to our participants. Patients love seeing us serve together as a family. Over the years, we have also utilized a variety of open house formats as well for both existing and interested patients.\u201d<\/p>\n\n\n\n

Over the years Dr. Santmyire-Rosenberger\u2019s practice has also held community events as a way to both recognize referral sources and potentially generate new ones. \u201cThis fall we did an open house that also functioned as a fundraiser for a family whose child has been battling cancer. We just had Nurses Night, and we have Cosmetologists Night and Teachers Night coming up,\u201d she says. \u201cThese events are aimed at honoring and recognizing those in the community that refer so many patients to us.\u201d<\/p>\n\n\n\n

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Traditional Outlets<\/h3>\n\n\n\n

Given the prevalence of digital advertising and the continued strength of word-of-mouth referrals, can dermatologists still get mileage out of traditional advertising outlets? While newspaper ads and local listings may be past their prime, it is still worthwhile to invest in a strong logo and brand identity that can be carried across a range of media. \u201cI think print advertising is an avenue that can be considered for overall branding and exposure, but you usually don\u2019t see a strong ROI from them, so I would definitely not spend money there first,\u201d advises Goldman Luksa.<\/p>\n\n\n\n

Additionally, direct mail can be a way of targeting potential patients who live in the immediate area surrounding a practice. \u201cWhen you\u2019re opening up a new practice, I think there is some merit in letting the community know that you\u2019re there, both in terms of potential patients as well as referring physicians,\u201d says Goldman Luksa. Lastly, media publicity remains an effective \u2014 and free \u2014 form of advertising, by contributing to a publication via an interview or column.<\/p>\n\n\n\n

At the end of the day, good advertising can be just as much about bolstering the health of your practice as it is the health of your patients. \u201cI\u2019ve had patients who, even with simple things like warts, were going to the Minute Clinic or their regular doctor, and by the time they finally came to see me, the warts had grown and spread, and they\u2019d be wondering \u2018why did this happen?\u2019 It\u2019s like well, this happened because you didn\u2019t go see someone who was trained in treating skin conditions, and their answer to that is always, well I didn\u2019t know,\u201d says Dr. Bhatia. \u201cI find that answer stunning, but at the same time maybe it\u2019s because the marketing strategy is so geared toward cosmetics that there isn\u2019t that general understanding of what else dermatology does. In the end if that patient awareness isn\u2019t there, it\u2019s going to hurt everyone.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"

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