Who are you and why should I care? We are living in a fast-paced, brief snippet, short attention span world where patients are searching for their providers online and making decisions based upon what they see and read on the Internet. How do you, as a provider looking to grow your practice and achieve practice recognition, engage people with all the great things going on with you and your practice?
Many of your patients are online, reading reviews and content; searching out someone to make them healthier and more beautiful. These patients may not even know that they want a dermatologist. People need a compelling reason to choose you as their provider. Engaging a target audience is key to your social media experience; if you do not own your online presence, someone else is speaking for you and their message may be an avenue for miscommunication.
Control The Message
The most important component of any social media puzzle is your website (Figure 1); everything else is secondary. A website should be easy to navigate and the central place where patients gather information about you and your practice. The beautiful thing about your website is that you are 100% in control of the content and message that your patients receive. Your website URL should be your practice’s name. For instance, our URL is Las Vegas Dermatology (www.lasvegasdermatology.com).
Along with being the name of my practice, having the keywords “Las Vegas Dermatology” has been extraordinarily helpful with website search optimization. Because the URL name includes the city in which I practice and my medical specialty, my practice URL is an accurate representation of my practice and a boon to my business. You should buy as many Web domains related to your practice as appropriate. For example, I own Las Vegas Dermatology.com, .org, .info and .net. The same way that American Airlines is shortened to www.aa.com, I have also shortened my URL to www.lvderm.com.
All the other URL sites that I have purchased are directed to our main site (www.lasvegasdermatology.com). Be proud of your name and own everything related to it. When your fellow physicians start purchasing domain names related to your practice, do not get upset, know that you are successful, and success breeds mimicry and resentment. If you are good and people know you, then they will seek out your website and content, no matter how many distractor websites are out there.
QR codes, the little digital squares you see showing up everywhere, are also helpful. QR codes are ubiquitous, and I have one printed on the back of my business card, which directs the individual using the scan to my “About Dr. H.L. Greenberg” page on the Las Vegas Dermatology website. Whereas, they may seem complicated, QR codes are electronic photographs embedded in your web code, there is no need to pay someone to make them. Ask your webmaster where these QR codes are hiding in the background of your website.
Figure 1: Las Vegas Dermatology website design before and after.
Get Social
Is your social media presence an embarrassment or a boon to your practice? As a tech savvy physician managing his own social media sites, I can tell you that both patients and potential patients are critically examining online content, reviewing and comparing your website to others and making snap decisions based on these elements. Before embarking upon an online social media blitz, you must have a handle on your target audience and the messages you want to convey. Not everyone is online or knows how to search for a physician’s website, use Twitter, Facebook, LinkedIn, Pinterest or YouTube. Alternatively, not all of your patients are searching for content you have posted on HealthTap or RealSelf or reading your reviews from Yahoo!, Google Maps or Yelp.
Yet, with each passing day, the Internet is growing and your patients are increasingly more likely to find you on one of these aforementioned sites and judge you based upon the content. If you have no interest in doing social media or are not computer savvy, then hire someone you trust to assist in your social media nexus as a potential audience is going untapped and misinformed.
Be Original
At Las Vegas Dermatology we create and post original content on multiple social media platforms. We have considered an outsourced social media campaign team to create and post content, but we have decided to keep it in-house. Outsourcing is a reasonable, viable and potentially more lucrative social media option that we have not yet chosen to employ because my current philosophy is that, “If I can’t control the content, I don’t want it out there.”
For example, I do not allow social media postings I have not reviewed, I do not have other people post content for me and I refuse to be in a position where I am not in control of the content message. Content is king online and what you put out there has the potential to say a lot more than you intend. When posting anything online you have to ask yourself, “What am I hoping to achieve?” Even if your online profile is private or limited, if it is posted, you have to assume that the world will be able to see it. I love posting pictures with famous chefs, events and friends on Twitter and Facebook, but as a professional, deciding where to draw the line on posts and pictures varies. There are many avenues of expression online, so determine where best to put your efforts and draw the line.
Authentic Interactions
Social media, web presence and advertising are incredible tools, but face-to-face interaction trumps all. In the end, we are all in the people business. If your people skills are not good, you will be sunk on social media. Better to have no reviews at all than to have people slam you online for poor social skills.
We have a sign in our office that reads, “If you’re happy with our service, tell everyone, if you’re unhappy with your service tell us.” Are you asking your patients to review you or your practice online? In our office’s November e-mail newsletter, I wrote in my “Dr. Vegas” blog an article asking my patients to please review our practice if they were happy with our service, and I included the URL’s for our practice review sites on Yelp, RealSelf, Google Maps and Yahoo.
You will not be able to please everyone and you will be criticized online, it is only a matter of time. When you do have a disgruntled patient review, what are you going to do about it? I usually have the office manager or myself reach out to the unhappy patient and ask if we can assist in righting what went wrong. Many times in reaching out to people, you are able to discover helpful information that will improve your practice and the patient experience.
At other times, you will just confirm that the disgruntled patient will never be satisfied with any offered solution. My office manager enjoys asking people, “Are you looking for resolution or are you just looking to vent?” You will not be able to get every patient to take down a negative review, however, most reasonable people just want to be heard, and acknowledging their upset goes a long way to satisfying both parties and to having a negative online review removed and or changed.
Consider Video
YouTube is an awesome search engine and a powerful educational site (Figure 2). You make or share videos and post them on your YouTube channel, and ideally, people watch them and want to be a part of your practice. The videos on Las Vegas Dermatology’s YouTube channel have received over 900,000 views.
Figure 2. Patients are using YouTube to search for and view procedures they want.
I have hired someone to make videos and I have also made many of the videos. I have spent hundreds of hours making videos, including picture montages, welcome videos and patient videomonials. Making your own videos can be very simple. I started making videos using a Canon HD video camera and iMovie (which has built in video templates and comes standard on Mac computers). Once you are ready to graduate from iMovie, you can make more complex videos with advanced video production programs like Final Cut Pro.
During filming, I typically have multiple video and still cameras going at one time, and I use a professional microphone to record audio. One of my movies was recently selected by the American Society for Dermatologic Surgery as an award-winning, 1-minute video for their, “Who’s the Expert?” video contest. YouTube is easily one of my favorite sites and your patients are using it to search for and view procedures they want. Many of your patients will want to see how knowledgeable you appear and skillful you look at explaining what it is that you are doing.
Going online and claiming your business profile is essential — be it on Facebook, Yelp, Yahoo, Google Maps, LinkedIn etc. Own your online presence. I tell my team just showing up is 95% of the battle, the same goes for having your name listed when you are searched on these various websites. Once you are found, you want to look your best.
With ample free time in the early days of my practice, I was able to put my practice on multiple social media sites and manage them by adding photographs, video links and content. As my practice has grown, I have gained financial support and lost the free time to manage these other business profile sites. It is possible to run all the social media materials on your own, but eventually, you will need to prioritize your free time and you will hand over some of the work to someone better suited and less expensive than yourself to accomplish the task. With a thriving practice, you will spend more on advertising and your social media message will expand beyond what one person can reasonably achieve.
Brand Management
Our office has had tremendous success, but we have not maximized all the hard work I have done regarding original content and social media postings. As a provider, if you do something great, you want everyone to know about it. The problem is that if no one knows about your activities and social engagements, you are not getting any marketing credit for your endeavors.
Although it is always best to allow others to sing your praises, someone needs to let the community at large know about the great things going on in your practice. Marketing is essential; magazine articles, newspaper stories, press releases, TV appearances and the like are all avenues that will attract people to your practice and inform them about all the great work you are doing. Currently, we are in the process of making a social media quantum leap from one web designer to another more in line with the direction we want our practice to be branded.
Branding is a matter of pride and recognition for your product, which is your practice. I brand everything, from our brochures to our ice packs, procedure squeezie balls, headbands, e-mails and newsletters. Our logo and slogan are everywhere. The tagline: “For a Healthier & More Beautiful Life” appears in all of our media.
Everyone recognizes and identifies the Coke, Target and Mercedes symbols with their product, people should also recognize your brand as being unique to your practice. Keeping certain aspects of your theme consistent across various marketing campaigns allows others to identify and brand your practice. A colleague told me recently how they could get, “non-branded” headbands much cheaper than the, “branded” ones we provide our laser or facial patients. I’m proud of my brand, and I want it on everything we do. Are you proud of your brand?
If your practice is dealing with patients who are not online, than you may just need a minimal online presence. However, if you are interested in positioning your practice for the future, that future is just a click away.
Dr. Greenberg is director of Las Vegas Dermatology. He also serves as clinical assistant professor in the department of internal medicine at the University of Nevada School of Medicine in Las Vegas, NV.
Disclosure: The author has no conflicts of interest to disclose.
Who are you and why should I care? We are living in a fast-paced, brief snippet, short attention span world where patients are searching for their providers online and making decisions based upon what they see and read on the Internet. How do you, as a provider looking to grow your practice and achieve practice recognition, engage people with all the great things going on with you and your practice?
Many of your patients are online, reading reviews and content; searching out someone to make them healthier and more beautiful. These patients may not even know that they want a dermatologist. People need a compelling reason to choose you as their provider. Engaging a target audience is key to your social media experience; if you do not own your online presence, someone else is speaking for you and their message may be an avenue for miscommunication.
Control The Message
The most important component of any social media puzzle is your website (Figure 1); everything else is secondary. A website should be easy to navigate and the central place where patients gather information about you and your practice. The beautiful thing about your website is that you are 100% in control of the content and message that your patients receive. Your website URL should be your practice’s name. For instance, our URL is Las Vegas Dermatology (www.lasvegasdermatology.com).
Along with being the name of my practice, having the keywords “Las Vegas Dermatology” has been extraordinarily helpful with website search optimization. Because the URL name includes the city in which I practice and my medical specialty, my practice URL is an accurate representation of my practice and a boon to my business. You should buy as many Web domains related to your practice as appropriate. For example, I own Las Vegas Dermatology.com, .org, .info and .net. The same way that American Airlines is shortened to www.aa.com, I have also shortened my URL to www.lvderm.com.
All the other URL sites that I have purchased are directed to our main site (www.lasvegasdermatology.com). Be proud of your name and own everything related to it. When your fellow physicians start purchasing domain names related to your practice, do not get upset, know that you are successful, and success breeds mimicry and resentment. If you are good and people know you, then they will seek out your website and content, no matter how many distractor websites are out there.
QR codes, the little digital squares you see showing up everywhere, are also helpful. QR codes are ubiquitous, and I have one printed on the back of my business card, which directs the individual using the scan to my “About Dr. H.L. Greenberg” page on the Las Vegas Dermatology website. Whereas, they may seem complicated, QR codes are electronic photographs embedded in your web code, there is no need to pay someone to make them. Ask your webmaster where these QR codes are hiding in the background of your website.
Figure 1: Las Vegas Dermatology website design before and after.
Get Social
Is your social media presence an embarrassment or a boon to your practice? As a tech savvy physician managing his own social media sites, I can tell you that both patients and potential patients are critically examining online content, reviewing and comparing your website to others and making snap decisions based on these elements. Before embarking upon an online social media blitz, you must have a handle on your target audience and the messages you want to convey. Not everyone is online or knows how to search for a physician’s website, use Twitter, Facebook, LinkedIn, Pinterest or YouTube. Alternatively, not all of your patients are searching for content you have posted on HealthTap or RealSelf or reading your reviews from Yahoo!, Google Maps or Yelp.
Yet, with each passing day, the Internet is growing and your patients are increasingly more likely to find you on one of these aforementioned sites and judge you based upon the content. If you have no interest in doing social media or are not computer savvy, then hire someone you trust to assist in your social media nexus as a potential audience is going untapped and misinformed.
Be Original
At Las Vegas Dermatology we create and post original content on multiple social media platforms. We have considered an outsourced social media campaign team to create and post content, but we have decided to keep it in-house. Outsourcing is a reasonable, viable and potentially more lucrative social media option that we have not yet chosen to employ because my current philosophy is that, “If I can’t control the content, I don’t want it out there.”
For example, I do not allow social media postings I have not reviewed, I do not have other people post content for me and I refuse to be in a position where I am not in control of the content message. Content is king online and what you put out there has the potential to say a lot more than you intend. When posting anything online you have to ask yourself, “What am I hoping to achieve?” Even if your online profile is private or limited, if it is posted, you have to assume that the world will be able to see it. I love posting pictures with famous chefs, events and friends on Twitter and Facebook, but as a professional, deciding where to draw the line on posts and pictures varies. There are many avenues of expression online, so determine where best to put your efforts and draw the line.
Authentic Interactions
Social media, web presence and advertising are incredible tools, but face-to-face interaction trumps all. In the end, we are all in the people business. If your people skills are not good, you will be sunk on social media. Better to have no reviews at all than to have people slam you online for poor social skills.
We have a sign in our office that reads, “If you’re happy with our service, tell everyone, if you’re unhappy with your service tell us.” Are you asking your patients to review you or your practice online? In our office’s November e-mail newsletter, I wrote in my “Dr. Vegas” blog an article asking my patients to please review our practice if they were happy with our service, and I included the URL’s for our practice review sites on Yelp, RealSelf, Google Maps and Yahoo.
You will not be able to please everyone and you will be criticized online, it is only a matter of time. When you do have a disgruntled patient review, what are you going to do about it? I usually have the office manager or myself reach out to the unhappy patient and ask if we can assist in righting what went wrong. Many times in reaching out to people, you are able to discover helpful information that will improve your practice and the patient experience.
At other times, you will just confirm that the disgruntled patient will never be satisfied with any offered solution. My office manager enjoys asking people, “Are you looking for resolution or are you just looking to vent?” You will not be able to get every patient to take down a negative review, however, most reasonable people just want to be heard, and acknowledging their upset goes a long way to satisfying both parties and to having a negative online review removed and or changed.
Consider Video
YouTube is an awesome search engine and a powerful educational site (Figure 2). You make or share videos and post them on your YouTube channel, and ideally, people watch them and want to be a part of your practice. The videos on Las Vegas Dermatology’s YouTube channel have received over 900,000 views.
Figure 2. Patients are using YouTube to search for and view procedures they want.
I have hired someone to make videos and I have also made many of the videos. I have spent hundreds of hours making videos, including picture montages, welcome videos and patient videomonials. Making your own videos can be very simple. I started making videos using a Canon HD video camera and iMovie (which has built in video templates and comes standard on Mac computers). Once you are ready to graduate from iMovie, you can make more complex videos with advanced video production programs like Final Cut Pro.
During filming, I typically have multiple video and still cameras going at one time, and I use a professional microphone to record audio. One of my movies was recently selected by the American Society for Dermatologic Surgery as an award-winning, 1-minute video for their, “Who’s the Expert?” video contest. YouTube is easily one of my favorite sites and your patients are using it to search for and view procedures they want. Many of your patients will want to see how knowledgeable you appear and skillful you look at explaining what it is that you are doing.
Going online and claiming your business profile is essential — be it on Facebook, Yelp, Yahoo, Google Maps, LinkedIn etc. Own your online presence. I tell my team just showing up is 95% of the battle, the same goes for having your name listed when you are searched on these various websites. Once you are found, you want to look your best.
With ample free time in the early days of my practice, I was able to put my practice on multiple social media sites and manage them by adding photographs, video links and content. As my practice has grown, I have gained financial support and lost the free time to manage these other business profile sites. It is possible to run all the social media materials on your own, but eventually, you will need to prioritize your free time and you will hand over some of the work to someone better suited and less expensive than yourself to accomplish the task. With a thriving practice, you will spend more on advertising and your social media message will expand beyond what one person can reasonably achieve.
Brand Management
Our office has had tremendous success, but we have not maximized all the hard work I have done regarding original content and social media postings. As a provider, if you do something great, you want everyone to know about it. The problem is that if no one knows about your activities and social engagements, you are not getting any marketing credit for your endeavors.
Although it is always best to allow others to sing your praises, someone needs to let the community at large know about the great things going on in your practice. Marketing is essential; magazine articles, newspaper stories, press releases, TV appearances and the like are all avenues that will attract people to your practice and inform them about all the great work you are doing. Currently, we are in the process of making a social media quantum leap from one web designer to another more in line with the direction we want our practice to be branded.
Branding is a matter of pride and recognition for your product, which is your practice. I brand everything, from our brochures to our ice packs, procedure squeezie balls, headbands, e-mails and newsletters. Our logo and slogan are everywhere. The tagline: “For a Healthier & More Beautiful Life” appears in all of our media.
Everyone recognizes and identifies the Coke, Target and Mercedes symbols with their product, people should also recognize your brand as being unique to your practice. Keeping certain aspects of your theme consistent across various marketing campaigns allows others to identify and brand your practice. A colleague told me recently how they could get, “non-branded” headbands much cheaper than the, “branded” ones we provide our laser or facial patients. I’m proud of my brand, and I want it on everything we do. Are you proud of your brand?
If your practice is dealing with patients who are not online, than you may just need a minimal online presence. However, if you are interested in positioning your practice for the future, that future is just a click away.
Dr. Greenberg is director of Las Vegas Dermatology. He also serves as clinical assistant professor in the department of internal medicine at the University of Nevada School of Medicine in Las Vegas, NV.
Disclosure: The author has no conflicts of interest to disclose.
Who are you and why should I care? We are living in a fast-paced, brief snippet, short attention span world where patients are searching for their providers online and making decisions based upon what they see and read on the Internet. How do you, as a provider looking to grow your practice and achieve practice recognition, engage people with all the great things going on with you and your practice?
Many of your patients are online, reading reviews and content; searching out someone to make them healthier and more beautiful. These patients may not even know that they want a dermatologist. People need a compelling reason to choose you as their provider. Engaging a target audience is key to your social media experience; if you do not own your online presence, someone else is speaking for you and their message may be an avenue for miscommunication.
Control The Message
The most important component of any social media puzzle is your website (Figure 1); everything else is secondary. A website should be easy to navigate and the central place where patients gather information about you and your practice. The beautiful thing about your website is that you are 100% in control of the content and message that your patients receive. Your website URL should be your practice’s name. For instance, our URL is Las Vegas Dermatology (www.lasvegasdermatology.com).
Along with being the name of my practice, having the keywords “Las Vegas Dermatology” has been extraordinarily helpful with website search optimization. Because the URL name includes the city in which I practice and my medical specialty, my practice URL is an accurate representation of my practice and a boon to my business. You should buy as many Web domains related to your practice as appropriate. For example, I own Las Vegas Dermatology.com, .org, .info and .net. The same way that American Airlines is shortened to www.aa.com, I have also shortened my URL to www.lvderm.com.
All the other URL sites that I have purchased are directed to our main site (www.lasvegasdermatology.com). Be proud of your name and own everything related to it. When your fellow physicians start purchasing domain names related to your practice, do not get upset, know that you are successful, and success breeds mimicry and resentment. If you are good and people know you, then they will seek out your website and content, no matter how many distractor websites are out there.
QR codes, the little digital squares you see showing up everywhere, are also helpful. QR codes are ubiquitous, and I have one printed on the back of my business card, which directs the individual using the scan to my “About Dr. H.L. Greenberg” page on the Las Vegas Dermatology website. Whereas, they may seem complicated, QR codes are electronic photographs embedded in your web code, there is no need to pay someone to make them. Ask your webmaster where these QR codes are hiding in the background of your website.
Figure 1: Las Vegas Dermatology website design before and after.
Get Social
Is your social media presence an embarrassment or a boon to your practice? As a tech savvy physician managing his own social media sites, I can tell you that both patients and potential patients are critically examining online content, reviewing and comparing your website to others and making snap decisions based on these elements. Before embarking upon an online social media blitz, you must have a handle on your target audience and the messages you want to convey. Not everyone is online or knows how to search for a physician’s website, use Twitter, Facebook, LinkedIn, Pinterest or YouTube. Alternatively, not all of your patients are searching for content you have posted on HealthTap or RealSelf or reading your reviews from Yahoo!, Google Maps or Yelp.
Yet, with each passing day, the Internet is growing and your patients are increasingly more likely to find you on one of these aforementioned sites and judge you based upon the content. If you have no interest in doing social media or are not computer savvy, then hire someone you trust to assist in your social media nexus as a potential audience is going untapped and misinformed.
Be Original
At Las Vegas Dermatology we create and post original content on multiple social media platforms. We have considered an outsourced social media campaign team to create and post content, but we have decided to keep it in-house. Outsourcing is a reasonable, viable and potentially more lucrative social media option that we have not yet chosen to employ because my current philosophy is that, “If I can’t control the content, I don’t want it out there.”
For example, I do not allow social media postings I have not reviewed, I do not have other people post content for me and I refuse to be in a position where I am not in control of the content message. Content is king online and what you put out there has the potential to say a lot more than you intend. When posting anything online you have to ask yourself, “What am I hoping to achieve?” Even if your online profile is private or limited, if it is posted, you have to assume that the world will be able to see it. I love posting pictures with famous chefs, events and friends on Twitter and Facebook, but as a professional, deciding where to draw the line on posts and pictures varies. There are many avenues of expression online, so determine where best to put your efforts and draw the line.
Authentic Interactions
Social media, web presence and advertising are incredible tools, but face-to-face interaction trumps all. In the end, we are all in the people business. If your people skills are not good, you will be sunk on social media. Better to have no reviews at all than to have people slam you online for poor social skills.
We have a sign in our office that reads, “If you’re happy with our service, tell everyone, if you’re unhappy with your service tell us.” Are you asking your patients to review you or your practice online? In our office’s November e-mail newsletter, I wrote in my “Dr. Vegas” blog an article asking my patients to please review our practice if they were happy with our service, and I included the URL’s for our practice review sites on Yelp, RealSelf, Google Maps and Yahoo.
You will not be able to please everyone and you will be criticized online, it is only a matter of time. When you do have a disgruntled patient review, what are you going to do about it? I usually have the office manager or myself reach out to the unhappy patient and ask if we can assist in righting what went wrong. Many times in reaching out to people, you are able to discover helpful information that will improve your practice and the patient experience.
At other times, you will just confirm that the disgruntled patient will never be satisfied with any offered solution. My office manager enjoys asking people, “Are you looking for resolution or are you just looking to vent?” You will not be able to get every patient to take down a negative review, however, most reasonable people just want to be heard, and acknowledging their upset goes a long way to satisfying both parties and to having a negative online review removed and or changed.
Consider Video
YouTube is an awesome search engine and a powerful educational site (Figure 2). You make or share videos and post them on your YouTube channel, and ideally, people watch them and want to be a part of your practice. The videos on Las Vegas Dermatology’s YouTube channel have received over 900,000 views.
Figure 2. Patients are using YouTube to search for and view procedures they want.
I have hired someone to make videos and I have also made many of the videos. I have spent hundreds of hours making videos, including picture montages, welcome videos and patient videomonials. Making your own videos can be very simple. I started making videos using a Canon HD video camera and iMovie (which has built in video templates and comes standard on Mac computers). Once you are ready to graduate from iMovie, you can make more complex videos with advanced video production programs like Final Cut Pro.
During filming, I typically have multiple video and still cameras going at one time, and I use a professional microphone to record audio. One of my movies was recently selected by the American Society for Dermatologic Surgery as an award-winning, 1-minute video for their, “Who’s the Expert?” video contest. YouTube is easily one of my favorite sites and your patients are using it to search for and view procedures they want. Many of your patients will want to see how knowledgeable you appear and skillful you look at explaining what it is that you are doing.
Going online and claiming your business profile is essential — be it on Facebook, Yelp, Yahoo, Google Maps, LinkedIn etc. Own your online presence. I tell my team just showing up is 95% of the battle, the same goes for having your name listed when you are searched on these various websites. Once you are found, you want to look your best.
With ample free time in the early days of my practice, I was able to put my practice on multiple social media sites and manage them by adding photographs, video links and content. As my practice has grown, I have gained financial support and lost the free time to manage these other business profile sites. It is possible to run all the social media materials on your own, but eventually, you will need to prioritize your free time and you will hand over some of the work to someone better suited and less expensive than yourself to accomplish the task. With a thriving practice, you will spend more on advertising and your social media message will expand beyond what one person can reasonably achieve.
Brand Management
Our office has had tremendous success, but we have not maximized all the hard work I have done regarding original content and social media postings. As a provider, if you do something great, you want everyone to know about it. The problem is that if no one knows about your activities and social engagements, you are not getting any marketing credit for your endeavors.
Although it is always best to allow others to sing your praises, someone needs to let the community at large know about the great things going on in your practice. Marketing is essential; magazine articles, newspaper stories, press releases, TV appearances and the like are all avenues that will attract people to your practice and inform them about all the great work you are doing. Currently, we are in the process of making a social media quantum leap from one web designer to another more in line with the direction we want our practice to be branded.
Branding is a matter of pride and recognition for your product, which is your practice. I brand everything, from our brochures to our ice packs, procedure squeezie balls, headbands, e-mails and newsletters. Our logo and slogan are everywhere. The tagline: “For a Healthier & More Beautiful Life” appears in all of our media.
Everyone recognizes and identifies the Coke, Target and Mercedes symbols with their product, people should also recognize your brand as being unique to your practice. Keeping certain aspects of your theme consistent across various marketing campaigns allows others to identify and brand your practice. A colleague told me recently how they could get, “non-branded” headbands much cheaper than the, “branded” ones we provide our laser or facial patients. I’m proud of my brand, and I want it on everything we do. Are you proud of your brand?
If your practice is dealing with patients who are not online, than you may just need a minimal online presence. However, if you are interested in positioning your practice for the future, that future is just a click away.
Dr. Greenberg is director of Las Vegas Dermatology. He also serves as clinical assistant professor in the department of internal medicine at the University of Nevada School of Medicine in Las Vegas, NV.
Disclosure: The author has no conflicts of interest to disclose.
