If you head over to “RussandRandy.com” you’ll see that this weeks podcast episode is an interview with Dr. Rob Melendez, a comprehensive ophthalmologist and refractive surgeon at Eye Associates of New Mexico.
Rob and I have known each other for several years, crossing paths at the annual American Academy of Ophthalmology meeting as we have common interests in social media and marketing.
Rob loves Facebook and social media to promote himself, his brand and his practice.
Take Control of Internet
Rob advocates that doctors must take control of their own marketing. If you are not actively promoting yourself and your practice, patients looking for your goods and services must rely on information for secondary and tertiary sources.
Dr. Melendez “takes charge” and contributes his own information to the Internet via his website, but especially through social media platforms such as Facebook.
He takes a multi-faceted approach.
Claim Review Sites
As an example of “taking control,” Dr. Melendez recommends you claim as many of the review sites as you can. There are probably dozens of aggregator sites (business sites which ask for reviews of the businesses or doctors listed on the site) which list you and your practice.
Examples are Healthgrades, RateMd, Yelp, etc.
Claim these accounts and upload pertinent data and information. What services to you provide? What hours of operation? What are your practice goals?
Be bold and upload a headshot! Not only are you providing accurate information about you and your practice, but you have the opportunity to outshine your competition who likely ignore such opportunities.
Don’t be Afraid of Social Media
Patients naturally want to find out information about their doctor. Most doctors are uncomfortable about sharing information about themselves. Patients are interested in finding out “who you are” in addition to “what you are.”
Dr. Melendez points out that social media is simply an extension of what we are already doing face to face in the office. How are you? How was your vacation? I’ve got a graduation in the family.
Improving Facebook ROI
“Facebook advertising is a marathon, not a sprint.”
Rob has 4 tips to improving your ROI with Facebook.
- Increase “Likes” by boosting certain (interesting) posts
- Increase “Likes” by paying for ads
- Consider using Facebook Coupons
- Take advantage of Lead Generation with “Lead Ads” on FB
By keeping track of money spent in the fashion outlined above, you should easily be able to track new patients to your practice…giving you your ROI (return on investment).