8 Ophthalmology Business • September 2018
by Chase Rabourn and William Rabourn Jr.
latory surgery center, is to promote
the brand through a variety of digital
media.
Developing and managing a
strong digital marketing strategy is
a complex job, but it is made easier
by a variety of available tools. These
tools help a business create, organize,
distribute, and monitor responses
to its marketing messages as the
business attempts to target the right
audiences on the right platforms,
while maintaining brand consistency.
Think of these tools as the muscles
making up the body of a digital mar-
keting campaign. When all are used
creased year after year—now totaling
more than 3 billion—more people
than ever before are going online
to search for and purchase health
products and services, including
eye care. According to dotHealth's
2017 nationwide survey of Amer-
ican online health activity, 57%
reported that they go to the internet
first when researching information
about a specific health condition or
question. For ophthalmic businesses,
this means it is essential to be present
where potential patients are look-
ing. One of the best ways to do this,
whether it is for a practice or ambu-
W
hen asked about her
view on the impact
of digital life today,
one professor at the
Boston College School
of Social Work responded: "Do you
remember when you used to have to
wonder things?"
The internet has made finding
answers to many questions as simple
as typing a query into the search
bar. With so much information at
our fingertips, it is only natural that
many of those queries would relate to
one of our top concerns: health. As
the number of internet users has in-
continued on page 10
Strong ophthalmic businesses flex
all four digital marketing muscles
