Refractive Surgery PR and Social Media
•Transferir como PPT, PDF•
2 gostaram•700 visualizações
This course provides an overview of how public relations, including the latest social media tactics, can be used to help grow a refractive surgery practice. The latest techniques will be covered, with best practices illustrated through brief case studies. Special attention will be paid to how traditional publicity and online word-of-mouth (WOM) marketing can be used together to build brand awareness and improve the bottom line.
![[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Erik Deutsch WHO IS THIS GUY?](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)
Recomendados
Recomendados
Mais conteúdo relacionado
Último
Último (20)
Destaque
Destaque (20)
Refractive Surgery PR and Social Media
- 1. “ Growing Your Practice with PR and Social Media” ASOA Symposium & Congress April 12, 2010 Erik Deutsch, ExcelPR Group
- 4. Today We’ll Focus on: Traditional PR Publicity in print, broadcast and online media Word of Mouth (WOM) via online social media
- 5. What is “Traditional” PR? It’s not advertising (“paid media”) It’s “earned media” Public Relations (abbr. PR) n : 1. Communication with the purpose of creating a favorable relationship with the public. 2. Communications often in the form of news distributed to media for which the sponsoring organization does not pay a fee.
- 6. There’s an old expression… Advertising is something you PAY for. PR is something you PRAY for .
- 7. If a young man meets a young woman and tells her what a great guy he is, that’s advertising. But if the girl propositions the young man because she heard from her friends that he’s a great guy, that’s public relations.
- 9. Rise of Social Media, Peer-to-Peer Networking and Citizen Journalism
- 10. PR Need Not be Complicated PR ≠ Requires time, planning and ongoing commitment
- 11. Traditional Publicity What is newsworthy ? “ Hard” News (new procedure, remarkable case/patient) “ Soft” News (human interest features, “news you can use,” profile, seasonal)
- 12. Which is newsworthy? 1) Our surgeon is a great guy and really knows his stuff. 2) We finally got our hands on an Intralase so we can offer “All-Laser LASIK.” 3) Our practice is the first in our area to offer a new treatment option for patients who until now were not good candidates for refractive surgery. 4) We just opened a second surgery center in another part of town. A short quiz:
- 14. “ Traditional” PR/Publicity Process: 1) Identify (or create) a viable story idea 2) Assemble media contact list 3) Formulate the “pitch” 4) Send news release or pitch letter 5) Follow-up 6) Understand journalists’ needs/speak their language 7) Pray
- 19. Welcome to Social Media… User Generated, Two-Way Content No traditional media gatekeeper Individuals and Brands as Publishers Viral Distribution Unprecedented opportunity to build AND destroy your brand
- 21. The social media universe
- 22. It’s a Brave New World
- 24. Where are your prospective patients? general interest social networking micro blogging video sharing local business reviews
- 31. Facebook Example Loden Vision Center
- 34. Who do people follow on Twitter?
- 35. Dr. Cary Silverman (aka TheLASIKDoc) http://twitter.com/TheLASIKDoc
- 36. Dr. Cary Silverman (aka TheLASIKDoc) http://twitter.com/TheLASIKDoc
- 45. Questions? Erik Deutsch ExcelPR Group www.excelpr.com [email_address] @ErikDeutsch
Notas do Editor
- When we talk about publicity, we’re talking about getting your surgical practice covered in traditional news media --- And remember that we’re talking about “earned media,” so we have to earn the coverage by offering the media something newsworthy… Which begs the question… what’s newsworthy??? There are two general types of news… the first is “hard news,” which in the case of your refractive surgery practice could be a new procedure or some new scientific or research finding, for example, your surgeon may have authored a study that’s about to appear in a major ophthalmic journal. In general, hard news is serious and timely. The other major type of news is “soft news” – which is less timely and tends to focus on human interest or feature stories such as personality profiles, seasonal stories and how-to stories.
- H Here’s the contest page – it’s a video contest… and they administer it through facebook --- again going where there audience is already hanging out.
- ---