This presentation was delivered to the "Young Ophthalmologist" society at the American Academy of Ophthalmology (AAO) meeting in 2012, Chicago. Young Ophthalmologists are; in training or who have been in practice for 5 or fewer years. Each year, a collection of speakers (including myself) has the privilege of addressing this group addressing a myriad of topics; location of practice, contract negotiation, etc. This was my presentation on marketing. In an nutshell, a diligent young doctor should start to understand how websites get ranked, the importance of a website and the need to engage patients digitally. As greater than 80% of patients turn to the Internet for health related questions, patients now expect to find their doctor by searching websites, reading reviews and asking questions. If any modern doctor does not have a website, they simply don't exist as far as patients are concerned. Using these same arguments, young doctors can screen potential employers. Those lacking even a simple website probably have no marketing strategy to build a new doctor's practice...caution is advised! Doctors new separated from a practice must now find a way for old patients to find their new location. The same basic principles of content marketing will help the lost patient find his/her old doc! Thanks for visiting! Randy

1. Why YOs Must Market
Young Ophthalmologists
AAO 2012
Chicago, IL
Randall V. Wong, M.D.
Medical Marketing Enterprises, LLC

2. Financial Disclosure
 I have the following financial interests or relationships to disclose:
 Co-Founder:
 Medical Marketing Enterprises, LLC

3. What is Marketing?
 Not just a synonym for advertising or promotion
 “Business function that identifies unfulfilled needs and wants…..”
 Understanding the problems of your customer

4. Patients Expectations
 Patients expect us to be on the net
 If you don’t have a webpage, you don’t exist

5. Young “O’s”
 In Training
 Practice
 Separated

6. 4 Topics in 20 Minutes
1. Marketing to Patients
2. Evaluating Your Potential Employer
3. Starting Your Own Website Now
4. How Your Patients Follow You

7. Marketing Directly to Patients
 Cialis and Viagra: Advertising to Patients
 Patients, too, directly choosing doctor
 Scarcity Marketing (Doctors as sources of information)
 Internet Provides Information
 80% of patients look on web, first, for answers

8. Social Media and Rankings
 Content marketing/SEO
 SERP
 Social Media

9. 3 Scenarios Following “Referral”
 Smith, M.D: No website or Healthgrades
 Jones, M.D.: Website
 Wong, M.D.: Copyright 2006

10. Scarcity Marketing is Over
 Doctors no longer sole source of information
 Doctors no longer as “special”
 Learn to compete by distinguishing ourselves
 We are knowledgeable
 Transparency
 “People Who are Doctors”

11. 3 Types of Websites
 Resource
 Resource, Marketing
 Resource, Marketing, Interactive

12. Young “O” Needs Job
 Google Your New Practice
 Healthgrades….Beware!
 Engaged?
 Old-fashioned marketing
 “Build it and They Will Come” days are over

13. Recently Separated
 Build Practice
 Referrals
 Market to Patients
 How can my patients find me?

14. How Can My Patients Follow Me?
 Directories
 Healthgrades, Manta, etc.
 Yelp, Angie’s List, Google +, Facebook
 Website

15. Starting Now
 Start your own website…now
 Establish your own web presence
 With or without social media
 Get your name established
 Gives you versatility, unique marketing plan
 Added value to your next practice

16. Thank You
and
To Your Success!
Randall V. Wong, M.D.
Medical Marketing Enterprises, LLC
RWong@MedicalMarketingEnterprises.com