In an era when social media sites like YouTube, Facebook, and Twitter dominate the popular press, many surgeons overlook the foundational tactics and strategies necessary for long-term practice development and lead generation on the Internet. This article analyzes common errors made by surgeons during the development and implementation of Web site projects, focusing on the areas of strategy development; domain name identification; site plan creation; design considerations; content development; vendor selection; and launch, promotion, and staff training. The article emphasizes that, because the Web site remains the foundation of a surgeon’s branding message, minimizing errors during development and construction is critical, particularly in highly competitive or saturated markets, for today’s facial plastic surgery practice.
In the era of social media, with all the buzz surrounding YouTube, Facebook, and Twitter, it is easy for surgeons new to the practice to overlook the foundational tactics and strategies that create a framework for success in online marketing. The content in “Internet Marketing 101” provides analysis of common errors made by surgeons during the development and implementation of Web site projects. From developing strategy to selecting site design and choosing a vendor, every successful Web site project requires a surgeon to actively participate in various phases of construction and remain engaged as the site is launched and promoted.
For surgeons eager to connect with the “next generation” of patients online through social media, the Web site remains the foundation of their branding message. Minimizing errors made in the construction of a Web site saves money and effort both in the initial project phase and as the site matures into the “workhorse” of the surgeon’s online presence. This article outlines 7 aspects of Web site development and identifies the errors that have the greatest potential to affect overall project success.
Strategy development
Surgeons who articulate their goals, define their audience, and study the tactics of competitors are more likely to profit from their online marketing efforts. This information must be shared not only with the marketing partner or vendor, but also with staff members, who play a critical role in a surgeon’s success online.
Error #1: Failing to Define Goals
Most surgeons take for granted that their goal in creating or increasing their Web presence is to attract more patients and increase revenue. They often fail to realize that this larger goal may be composed of any number of subgoals, each of which demands a certain level of definition, attention, and diligence for long-term success.
Here are 5 common goals that can help a surgeon narrow down and define what his or her online presence will look like.
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Identity: Convey a professional image that reflects the surgeon’s identity
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Rankings: Achieve and sustain prominent placement in search engines for key search terms in the target market
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Education: Share detailed information about the providers, services, and results delivered at the practice
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Connections: Provide resources to and ongoing communication with past patients to build relationships
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Action: Encourage a next step, such as an in-office consultation.
In practical experience, surgeons often assume that their Web vendors already have these goals in mind, and thus often do not take the time to communicate goals upfront. This results in surgeons being surprised when their site does not rank well or their copy fails to ask for or encourage an in-office consultation. Even if goals are well articulated at the initiation of a Web project, these goals need to be revisited during all of the subsequent steps—such as site planning and copywriting—to check the plan and work product against the goals.
Error #2: Ignoring the Audience
Increasingly, Web users are searching for very specific information that addresses targeted questions or concerns. In addition, the Internet attracts a diverse set of men and women of various ages and levels of sophistication who may or may not have familiarity with cosmetic or plastic surgery procedures. In some cases, particularly when a surgeon is trying to reach a subset of a larger audience or a defined community of Web users, a business case can be made for the creation of multiple sites branded with unique imagery and a tailored topical focus.
Surgeons must carefully define the audience they are seeking through their online marketing, as this influences what is emphasized on the home page, what stock imagery is used in the design, what text content and features are included in the site plan, and the tone and depth of coverage contained in the writing.
Error #3: Overlooking Competition
Detailed analysis of the competitive landscape online requires a professional. Such an analysis may include review of relevant keyword search volume, as well as “on-page” marketing efforts and “off-page” marketing tactics being used by competitors to elevate Web site rankings. At the same time, most surgeons are capable of successfully analyzing the quality of competing sites, examining the level of professionalism in their designs, the size and scope of the site plan, and the types of features and interactivity. When evaluating competing sites, surgeons are well advised to view the pages from the perspective of a potential patient who will consider the site for its design, layout, and information provided. Once a surgeon has done his or her own research, the next step is to share the information with a Web-marketing vendor, tasking the vendor to provide a more in-depth analysis of the strategies being used in the local market.
Domain name identification
Although at first it may seem like a straightforward choice, selecting a domain name (such as www.surgeonname.com ) can involve complex decisions, and a surgeon must be informed about the ownership issues surrounding domain names to ensure that the selected domain name becomes his or her property and remains under his or her control.
Error #1: Not Owning
Without a surgeon’s clear instruction on ownership of the domain name, some vendors may choose to register the domain name to themselves, leaving the surgeon or practice exposed to the prospect of site deactivation or purchase of the domain name asset at an above-market price. Although it is safe to ask a Web vendor to assist with domain registration, surgeons must specify in advance that they (or their practice as legal entity) will be placed as the registered owner of the domain name, also called the “registrant.”
Error #2: Too Many Names
Although there is no problem with owning many domain names, surgeons can harm their search engine rankings if more than one name is applied to a site. This has to do with the role that inbound links play in the ranking algorithm for certain search engines. In short, using multiple domain names for the same site has the potential to dilute the count of inbound links to any one of those names. As a result, search engine rankings for the site can suffer. It is best for surgeons to follow a “one site, one domain name” rule, and save any remaining domain names they have registered for future Web projects.
Error #3: Not Anticipating Future Uses
For a surgeon new to practice who is deciding on a domain name, www.surgeonname.com may seem like a prudent choice. However, this selection, like many others, fails to anticipate future needs and the complete lifecycle of a practice. Consider how the following scenarios could affect a prior domain name selection:
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Partnering or hiring an associate
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Moving locations (a reason not to use www.citynamefacialsurgery.com )
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Retiring and wishing to sell a domain and the associated Web pages.
Because it is the gateway to a surgeon’s Web presence, the domain name is in most cases the surgeon’s most important online asset. When a change in circumstances necessitates a change in domain names, it can mean significant on- and offline rebranding and can force a surgeon to start over in online marketing.
Domain name identification
Although at first it may seem like a straightforward choice, selecting a domain name (such as www.surgeonname.com ) can involve complex decisions, and a surgeon must be informed about the ownership issues surrounding domain names to ensure that the selected domain name becomes his or her property and remains under his or her control.
Error #1: Not Owning
Without a surgeon’s clear instruction on ownership of the domain name, some vendors may choose to register the domain name to themselves, leaving the surgeon or practice exposed to the prospect of site deactivation or purchase of the domain name asset at an above-market price. Although it is safe to ask a Web vendor to assist with domain registration, surgeons must specify in advance that they (or their practice as legal entity) will be placed as the registered owner of the domain name, also called the “registrant.”
Error #2: Too Many Names
Although there is no problem with owning many domain names, surgeons can harm their search engine rankings if more than one name is applied to a site. This has to do with the role that inbound links play in the ranking algorithm for certain search engines. In short, using multiple domain names for the same site has the potential to dilute the count of inbound links to any one of those names. As a result, search engine rankings for the site can suffer. It is best for surgeons to follow a “one site, one domain name” rule, and save any remaining domain names they have registered for future Web projects.
Error #3: Not Anticipating Future Uses
For a surgeon new to practice who is deciding on a domain name, www.surgeonname.com may seem like a prudent choice. However, this selection, like many others, fails to anticipate future needs and the complete lifecycle of a practice. Consider how the following scenarios could affect a prior domain name selection:
- •
Partnering or hiring an associate
- •
Moving locations (a reason not to use www.citynamefacialsurgery.com )
- •
Retiring and wishing to sell a domain and the associated Web pages.
Because it is the gateway to a surgeon’s Web presence, the domain name is in most cases the surgeon’s most important online asset. When a change in circumstances necessitates a change in domain names, it can mean significant on- and offline rebranding and can force a surgeon to start over in online marketing.
Site plan creation
Successful Web development projects begin with a blueprint, commonly referred to as a “Site Plan” or “Site Map.” This document identifies, quantifies, and organizes the pages of the site before construction. A thoughtfully developed site map is critical to accurately estimate the amount of work and time required to build a new site. Site maps are commonly seen in outline or chart form. Fig. 1 illustrates the same very basic site map two ways.
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Essential Marketing Tips: Build Your Own Brand One Step at a Time
Establishing a Profitable Skin Care Practice in a Facial Plastic Surgery Office
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