This presentation was delivered at the Young Ophthalmologists meeting during the 2014 American Academy of Ophthalmology. Marketing is different than advertising. Doctors must learn to market - to understand the needs of their patients. Patients are looking for health related information and to learn about their doctors. Every medical practice needs to have a website. Websites are expected by your patients. Social media may or may not help your marketing efforts. If you choose to engage social media - make sure your website is current and functional before drawing attention to your site. Each social medial platform appeals to certain demographics and serves particular functions. At the very least, a website must be created, now, to start your digital presence.

1. Building YO Brand
Marketing Essentials
randall v. wong, m.d.
medical marketing enterprises, llc
aao 2014

2. Financial Disclosure
 I have the financial interests to disclose;
1. Medical Marketing Enterprises, LLC – Partner
2. Kiwi Splash, LLC - Partner

3. What is Marketing?
 Advertising
 Marketing – understanding the needs of your
customers
 Saturday hours
 Retina Specialist
 Website

4. Marketing Essentials
 Website
 Social Media
 Twitter
 LinkedIn
 Google +
 Facebook
 Local Search
 Review Sites

5. Website
 “Customers” expect a website
 Can your “patients” find you or your goods and
services?
 If you can not be found on the Internet, you
basically don’t exist.

6. 3 Types of Websites
1. Resource (static, doesn’t rank)
2. Marketing (dynamic, ranks with Google)
3. Interactive (ranks and engages patients)
 Doesn’t matter which you have – just have one.

7. Social Media
 Social media (however you define it) is simply a
preferred way to communicate and share
information
 Different platforms appeal to different people
 vs

8. Social Media Marketing
 Don’t bother with social media unless you have a
website
 Engaging social media prematurely simply
highlights your lack of a website or….worse.

9. Social Media Platforms
local search; friends
local search, savvy Internetters
professionals/colleagues
real-time news, e.g. AAO

10. Local Search
 Internet search whereby the user inputs restricted
geographic constraints (e.g. city, county, zip code)
 Your next patient will be using “local search”
techniques to find your services. Where will you
rank?

11. Local Search

12. Marketing for YO’s
 Marketing is Expected
 Your next patients want:
 Transparency as a business (review sites)
 Personal Transparency
 Health Information
 Information about your practice
 Information about how you practice

13. Thank YOu
Best of Luck!
Randall Wong, M.D.
Medical Marketing Enterprises, LLC
Randall.V.Wong@gmail.com