As we know, with the decline of the printed page, the web is the number one resource for consumers to learn about medical and health related issues.
Here are some tried and true ways to create brand awareness online, where it counts:
- Blog: Having an active and regularly updated blog helps to position you as an expert with a point of view. It is important to stay on top of your blogging. If you are too busy, outsource your blog so it is kept up to date. We recommend no less than weekly posts, which can be short (300 -500 words) and interesting to attract readers.
- Videos: Adding video content to your website, YouTube channel, and social media platforms has become a critical component of a strong marketing program. Video will shortly overtake text and photos as the #1 preferred type of content consumers want to view. Think of topics that will be of interest to your target audience, such as introducing a new technology or product to your practice or talking on popular timely topics, such as Cosmetic Surgery Disasters that are front page news. Add your tips for avoiding these pitfalls.
- Articles: Consider submitting bylined articles on subjects that are relevant to your practice and profile and place them online. Bylined articles are a great opportunity to show your audience that you have something to say and generate interest to drive traffic back to your website or other platforms. These can be created on a wide range of topics and submitted to many sites that are desperate for good, readable, accurate content. However, avoid making these features strictly SEO tools, which will render them virtually unreadable and possibly make you sound, well, frankly stupid. Everything you put out there with your name and brand on it reflects on who you are as an entity or a professional.
- Infographics: Infographics can great pick up on social media channels because they tend to be entertaining, easy to read, quick and (hopefully) visually appealing. An infographic can be used to highlight data, statistics, milestones, history, and to tell a compelling story. To get it done well, we recommend using a graphic designer to help format your infographic so it will speak to your brand image.
- Slideshare: Slideshare is an interesting platform that can be used judiciously to promote your philosophy on selected topics or information on a specific theme. If you plan on using this platform, make sure the topic is compelling and your slides are well executed. One caveat to note is that once you upload a slide deck online, it is in the public domain and may be downloaded, copied or shared with or without your permission, and in some cases, by your competitors.