Tag Archives | Brand marketing
online reviews, customer service, responsive company,

Online Reviews: Even More Valuable than You Think

As we noted the other day, more and more doctors are beginning to recognize the value of online reviews. But that’s just the beginning: to truly unlock the power of those online testimonials takes a deeper understanding of the way reviews actually work, a subject the folks at Bazaarvoice.com have given a lot of thought. […]

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online reviews, reputation management, leads

Is it Time to Review Your View of Reviews?

J.K. Simmons has it exactly right in those commercials for Farmers Insurance: What you don’t know can hurt you. And while Peter Parker’s editor and Juno’s dad is talking about things like auto and homeowners insurance, the same is true about online reviews. Doctors who dismiss patient reviews run the risk of doing long-term harm […]

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infographic, video marketing, quality

Infographic Friday: The High Cost of Low-quality Video

You’ve probably seen the figures: Video is on the verge of taking over the Internet. Readily accessed, easily consumed and eminently shareable, it may just be the ideal format for delivering digital content. There’s just one problem: A lot of it is, at best, amateurish and, at worst, unwatchable. And while that’s okay for little […]

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answering questions, realself, search results

Smart Marketing: Supercharge Your Search Rank by Answering Questions Online

Honolulu plastic surgeon Larry Schlesinger, MD, FACS calls RealSelf “the 800-lb. gorilla of aesthetic searches” — and he means that in the nicest way. In fact, he uses site’s Ask a Doctor feature — and the SEO juice it provides — as a way to rank higher for procedures and services he knows he wouldn’t […]

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millennials, brand marketing, digital content, social

Infographic Friday: To Future-proof Your Practice, Think Like a Millennial

They’re often called lazy, entitled and narcissistic but doctors who dismiss or ignore Millennials because most of their patients are older are actually doing themselves a major disservice. In fact, between their buying power, lifestyle choices and facility with (and reliance on) digital technology, this one demographic — roughly those born between the early 1980s […]

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infographic, video marketing

Infographic Friday: Looking to Connect with Consumers? (Let’s) Go to the Video

Ask an engineer what the best kind of video connection is and you’ll probably get a bunch of acronyms — DVI, SDI, HDMI, etc. — but for a doctor marketing his or her practice it has nothing to do with input and output jacks or other electronic paraphernalia. It’s the connection the medium can help […]

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male patients, cosmetic surgery, men

For Cosmetic Surgeons, Job Competition Can Be Good for Business

A funny thing happened on the way to economic recovery. Despite improving fundamentals, the job market is as tough as ever — and, according to a recent article in The New Republic, the effects could show up in your practice. Why? Because in the hyper-competitive job market, a youthful appearance is increasingly seen as a […]

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online video, statistics

18 Amazing Statistics on the Future of Internet Video

The future of the Internet is video but don’t just take our word for it. Here are 18 statistics that showcase what people are watching (and sharing), how the world of online video is exploding and what it can mean for businesses that add video to their marketing mix: In January, 85% of the U.S. […]

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Sabrina Fabi, RealSelf TV, video, marketing

RealSelf TV Takes Video Marketing to the Next Level

Video may have killed the radio star but smart marketers know it’s a great way to breathe new life into their efforts to reach consumers. Now, with the launch of RealSelf TV, cosmetic surgeons and other aesthetic professionals have the opportunity to take their own marketing efforts to the next level. Simply put, video not […]

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infographic, website, conversions

Infographic Friday: Does Your Practice Website Close the Deal — or the Door?

If you’re like many aesthetic professionals, you already know that social media marketing is absolutely essential and you’ve taken steps to incorporate it into your overall business strategy. You’ve claimed your profiles on the appropriate social networks, you regularly contribute relevant content to others in those communities and, if you’ve gained their trust, persuaded them […]

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Internet, misinformation, double-edged sword

Doctors and the Double-edged Sword of Online Information

Ahhh, the Internet. Has there ever been a system so effective in spreading so much misinformation to so many people so quickly? It’s one thing when it’s a claim that you can “Make $1,000 a week in your spare time!” or that this or that celebrity (Betty White, Jon Bon Jovi, take your pick) is […]

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Hispanic consumers, video, Nielsen

Nielsen, Part II: Do Digital-savvy Hispanics Hold the Key to Marketing Success?

When it comes to understanding people’s interaction with their digital devices, the folks at Nielsen have probably crunched more numbers than any other organization on the planet. From TV ratings to mobile-phone usage, they not only know who’s looking at what but also what devices they’re using to do so and the actions they take […]

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Nielsen, multiple screens, mobile, smartphone, tablet

Nielsen: If You Want to Get Seen, Get on the Screen

You don’t need an advanced degree in demographics to know that consumers are spending more and more time on their digital devices but a new report from Nielsen offers one statistic that may trump all others: American consumers now spend an average of 60 hours a week consuming content across multiple screens. That’s 2.5 days […]

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website design, practice website

Is Poor Website Design Turning Potential Patients into No-shows?

It’s often said that beauty is in the eye of the beholder but when it comes to website design, it’s also in the click of a finger. If a potential patient finds your practice website unattractive — messy, non-intuitive and difficult to use — it’s safe to say they probably won’t be beholding it for […]

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email, subscriber list

Best Practices for Email Marketing: Building a Better Subscriber List

In the ever-changing world of Internet marketing, it sometimes seems as if email is part Rodney Dangerfield and part Monty Python. You know, compared to newer, flashier platforms, it gets no respect but it’s not dead yet. In fact, managed properly, email remains one of the most powerful tools in your marketing toolbox. According to […]

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women, social media, brands, sheknows

What Do Women Want? (Newsflash: It Depends on the Woman)

You don’t have to have a doctorate in gender studies to know that women are more social, more involved in their families’ healthcare and more likely to drive most households’ purchasing decisions. But if you think that means they represent one monolithic block that can be marketed to in one set way, a new study […]

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social media marketing, ralphie parker, a christmas story, decoder ring

Social Media Is no Place for “Crummy Commercials”

The presents have been opened, the holiday turkey has been devoured and Santa has presumably started his annual post-Christmas vacation. What better time is there to reflect on the lessons of the season: ‘Tis better to give than receive. Sometimes the anticipation of something is better than the reality. Having a third piece of pecan […]

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infographic, blog, practice website

Infographic Friday: Can Blogging Really Boost Your Business?

To blog or not to blog, that is the question. Let’s face it, between generating ideas, committing them to paper (or digital alternative) and making sure they’re reader-ready, producing blog posts is probably not the first thing that comes to mind after a day of consults, surgeries and managing your business. When you think of […]

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Dr. Eric Swanson, commercialization, plastic surgery

Confronting the Commercialization of Plastic Surgery

Having opened his plastic surgery practice in Kansas City 24 years ago, Eric Swanson, MD, has received his fair share of sales calls and marketing pitches. Among them: a salary of $325,000 and a company car, a promise of $450,000 for working 2 days per week and a promise that he could double his income. […]

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When Bad Backlinks Happen to Good Doctors (Part I of II)

It probably sounded like a good idea at the time. In pursuit of a better ranking in search results, the doctor hired a firm to place thousands of backlinks on other websites that pointed to his practice website. The plan was based on the premise that one of the major ways search engines assign value to individual […]

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