Eyeworld

14 Ophthalmology Business • July 2017 As web developer and IT director, Mr. Gallagher has overseen the technology and web development, management, and security needs of MCG and its clients for more than 15 years. He can be contacted at bgallagher@medcgroup.com. Mr. Rabourn is the digital marketing manager in charge of overseeing and managing the social media accounts and online marketing campaigns for all MCG clients. He can be contacted at crabourn@medcgroup.com. Specializing in medical copywrit- ing for ophthalmic practices and ASCs, Ms. Taylor develops custom- ized web and print content for MCG clients. She can be contacted at ltaylor@medcgroup.com. a site is responsive, or easily accessi- ble across all platforms. It's not only important to ensure that your site is technically viewable from multiple devices but also that the aesthetics stay intact across all platforms. Doing so will greatly improve the user ex- perience, and search engines reward websites that invest the time into making their websites responsive and user-friendly, resulting in better business search rankings. Interact with patients via social media and utilize Google AdWords The information age has not only made sites like Facebook a common- ly viewed form of media but also a great method for exchanging ideas, products, and services. Social me- dia turns an online presence into a conversation, allowing ophthalmic businesses to talk about their services as well as reveal the human element behind the business. It provides a relaxed, carefully monitored line of communication between the patients and the business itself. It costs nothing to set up a business page on most social media sites (Facebook, Twitter, Google+, Instagram, etc.); however, paid advertisements are an essential part of establishing a fan base and presence. Setting a budget for these ads in the beginning helps grow your audience faster, allowing for more opportunities to engage current and potential patients. Combined with a reputation management program, social media can serve as a highly useful tool when building an online presence. Another well-known online mar- keting platform is Google AdWords. This web service allows a business to set up targeted ads and bid for key- words most relevant to its services. The ads with the highest quality scores (determined by Google) will show up at the top of Google search results. The websites connected to those top ads will then benefit from increased traffic. Businesses are required to set up a budget from the start to create Google ads and bid for keywords. If a business has a high-quality website, a thought-out marketing strategy, and the funds, it should strongly consider implementing AdWords. It helps create a custom online strategy and has been shown to deliver measurable ROI for thou- sands of businesses. Conclusion Now that more patients than ever are venturing online to choose an eye- care provider or find other ophthal- mic information, an online presence is not only a good idea but essential to business success. Many businesses already have a website, but ensuring that it is meeting patient and SEO expectations concerning security, usability, content, and design is a continuous chore. New online tools and social media resources offer a number of opportunities but take time to plan and implement. Consulting digital marketing and strategy experts—particularly those that specialize in ophthalmology and offer a full range of web devel- opment, management, copywriting, and social media expertise—is one way to ensure that an investment in online presence development results in a satisfying ROI. OB References 1. Fathom Healthcare. The 2014 digital patient journey. www.fathomdelivers.com/blog/health- care/dr -google-digital-patient-journey-info- graphic/. Accessed May 5, 2017. 2. Neilsen Norman Group. How users read on the web. www.nngroup.com/articles/how-us- ers-read-on-the-web/. Accessed May 8, 2017. 3. Econsultancy. Site speed: case studies, tips and tools for improving your conversion rate. econsultancy.com/blog/10936-site-speed- case-studies-tips-and-tools-for-improving- your-conversion-rate/. Accessed May 9, 2017. 4. Hendricks, D. Understanding the full impact of web design on SEO, branding, and more. www.forbes.com/sites/drewhen- dricks/2015/02/11/understanding-the-full- impact-of-web-design-on-seo-branding-and- more/#2a8d815764fe. Accessed May 9, 2017. continued from page 13

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