Kentucky Doc Spring 2016 - Page 29

doc Business Section • Spring 2016 • Kentucky Third, consider adding social media as a way for you and/or your staff to better connect with existing and prospective patients. A well-designed and maintained Facebook page and result in massive exposure for your practice. Social media is a terrific tool for providing helpful information about your office, general information about conditions and/or treatments, new services or procedures, etc. Used effectively, it can reinforce your position as the subject matter expert. I’m not recommending you try to become pop-medicine’s next Dr. Oz or Dr. Phil. Consider, however, why major brands implement social media campaigns. They can have a positive impact on the bottom line. Fourth, explore the option of starting a blog. Blogging is an extremely effective way to provide information about your specialty. If done properly, blog posts can appear in Google search results, just like websites, directories and other sources of information. A blog enables you to demonstrate your expertise. For example, you might begin providing updates and answers to common patient questions. An office manager can easily upload a “Question of the Week” to your blog. That information can be disseminated to your social media properties and featured prominently on your website. The time needed to do this is surprisingly brief. The impact, however, can be significant. Finally, for those of you who like to push the envelope, implement a video component to your marketing campaign. The power of video is astonishing. The information in a video allows people to feel connected to you in ways plain text simply can’t match. Surprisingly, video content can show up in Google search results, can be included in blog posts and uploaded to your social media channels. Here are some interesting facts about video: • Videos will soon be 90% of all Internet traffic (Robert Kyncl, YouTube VP) • Videos show up in 65% of the Google search results (Search Metrics) • Videos have a 41% higher click-through rate vs. plain text (Econsultancy) • 60% of visitors will watch a video before reading site text (Diode Digital) • Cisco predicts online video to become 75% of all mobile data traffic by 2019 • The retention rate for video can reach 65% vs. 10% for text-based information (Social Media Today) Over the years, I’ve written many industry articles and provided seminars designed to help professionals with business develop- ment issues. I’ve spoken on a local, regional and national basis to audiences in highlycompetitive environments. There are business fundamentals that some have been able to ignore up until now. The market is evolving and how professionals chose to adapt will determine their success rate. Thinking of yourself as a brand is a key step in developing a strategy to increase your exposure to new and prospective patients. It also puts into place processes t ]