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Acquire ‘expert’ status to build your practice
Accomplish this by launching a website, speaking in public and getting published.
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One of the easiest ways for doctors to drive prospective patients to their practice is to become an expert in their field.
The term “expert” carries credibility and prestige that can open many doors for doctors. Oddly enough, from a marketing perspective, the label is relatively easy to acquire.
Your social media marketing efforts could give the impression of expertise.
For example, I had a patient who traveled from a suburb of Dallas a few miles away because on my website and Facebook posts he recognized that I was prescribing a certain medication that he had researched for dry eye. In this context, he was under the impression that no one else was familiar with the treatment, and, by default, I was the expert in managing this disease.
I will share some advice on how to quickly and effectively become an expert in your field.
Focus on your desired specialty. Instead of trying to be an expert in diagnosing and treating every vision and eye disease in town, narrow your focus to the procedures that you are especially good at and feel comfortable doing. One who finds a niche will excel in his or her position.
Launch a website. Did you know that half of American adults have searched online for health information? This is one of the most popular online activities after email and researching online purchases. If you do not currently have a website, the unfortunate fact is that you are not even being considered by the majority of new and potential patients. Make it a priority to have a quality website that details your medical expertise, training, patient testimonials, research and publications, and contact information.
Identify your website goals. A website is the face of a medical practice or hospital. However, many doctors have templates that are old or dated-looking websites that are not up to the marketing challenge. This is a mistake. Doctors, hospitals and medical practices need a website that has been designed – from the bottom up – to complement and enhance their image with pleasant graphics and intuitive site navigation. The primary fact that doctors need to understand is that website traffic is life. Without website traffic, there is no reason to be an expert. Period.
Publish information in your area of clinical expertise. It does not have to be research, but doctors should frequently publish information and education for patients on their areas of expertise on the Internet and elsewhere. Every day, tens of thousands of editors, web masters and newsletter publishers are looking doggedly for unique and information-packed articles about disease, diagnosis, treatment, research and new advances in medicine. If you can write articles that teach readers about your specialty, you will become a recognized expert, and the demand for your services will increase.
Participate in public speaking engagements. Ninety-five percent of the population has some anxiety about public speaking. So, when you stand up and say what you want to say the way you want to say it, you are doing what 95% of the population wishes they could do. When you speak about your expertise, you set yourself up as the expert on that topic. You gain instant credibility. If you get nervous when you speak in front of a group, attend a public speaking class. Toastmasters International is a great resource.
The old adage, that word-of-mouth is the cheapest and most effective form of advertising, is still true. It is important for doctors to remember that a happy patient can generate many new referrals. Remember to be compassionate, communicate effectively and be professional with your patients and their families.
Additionally, doctors should encourage patients to write testimonials about their experiences. Post the testimonials on your website regularly. Website visitors love to read positive reports about a doctor’s services.
It is easy to be the expert when you follow these simple steps. Remember, patients are looking for a solution to their problems, be it watery eyes or keratoconus, and you can become the recognized expert in the field.
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- Agustin L. Gonzalez, OD, FAAO, is in private practice in Dallas, serves as adjunct faculty at InterAmerican University and is a member of the Primary Care Optometry News Editorial Board. He can be reached at AG@TXEyeDr.com.
Disclosure: Gonzalez is a managing partner in www.FourTimes52.com.