Google Local

Ok, so you've seen the Google Maps/Local listings on many searches. You've probably noticed a similar local listing section on Yahoo searches as well.

One thing to consider is:
How much do consumers use the local listing section? I have not found any accurate data at this time, since Google likely keeps that type of data under lock and key.

However, one thing to keep in mind, Google has been using maps/local listings for some time now and the frequency that they appear seems to have increased when search phrases include local keywords.

Google has always taken a subtle approach to get its users to acclimate everyone to it's interface and I would bet the farm that the local listings is an important part of Google's strategy in securing user loyalty. Why else would they take up the most valuable real estate on your screen (upper left hand) and give the only visual/graphic magnet (the map) so much attention?

The fact is, Google Maps/Local is a big part of the search engines increasing ability to replace Yellow Pages, and will play a growing role in the sport of search marketing.

Secret/Mystery Shopping

Like going to the doctor to get your regular physical check up, ophthalmology practices, particularly heavy refractive surgery practices, should mystery/secret shop.

Not only can you identify weak areas that may need improvement, you also build strength in your team and systems. Whether the exchange is really good, or really bad, there is a tangible benefit in regularly taking the pulse of your business.

A check up also probably even more important during times of stress. In the case of your business/practice, that means tough economic times. You may find that the solution to the budget issue isn't always about cutting expenses, but improving your revenue by improving your conversion percentage.

Occassionally, we will secret shop, or mystery shop our clients to give them input on their intake and sales follow up, but also to get feedback on our business too.

Interstingly enough, we even had one Oklahoma City LASIK client indicate that she was pretty sure we just mystery shopped her. She wasn't put off, but those things may happen on occassion. But, don't let them keep you from continually seeking insight.

3D Video - Website Tour Guides

Today, video has become almost a must when building or updating your website. Consumers are almost beginning to consume as much video online as they do text.

And technology has caught up with video, as well. High-speed Internet connections have penetrated the majority of American markets (even most smaller, rural markets). Also, the manner in which videos are produced and created, particularly using flash, has reduced file sizes and load up times.

What kind of video should you produce?
Most ophthalmology practices are familiar with interview style video that includes the doctor, patients and staff. But some practices don't want to incur the cost, time or the stress of getting themselves and their patients in front of the camera. One alternative that many website marketers are not able to adequately provide is 3D video (or sometimes referred to as borderless video) using a professional spokesperson or website tour guide.

Why Use A Website Tour Guide
Getting visitors to target destination pages is a fundamental objective for your website. Getting them to take the action you want them to (printing pages, requesting information, scheduling a consultation, calling your office, email questions, etc.) is the ultimate goal. Video, used correctly, can be a compelling element that guides visitor and gets them to do what you want them to. In the end, it's all about converting visitors into working leads and prospects.

Why Don't More Website Marketing Firms Use Tour Guides?
The biggest reason is finding effective talent that projects the right image for your practice. This can be extremely time consuming and come with a big price tag.

Your Video Solution
Page 1 Solutions 3D Video Production. Page 1 has access to over 150 different professional spokesmodels and can produce high-quality video production quickly and affordably. View video samples of credible spokesmodels.

Blogging for LASIK

Blogging is a great way to enhance your LASIK website. It can impact your search engine positioning, boost your credibility and help establish the surgeons in your practice as industry experts. Initially, it may seem daunting, but it is a very simple practice and a great resource for your existing and future patients. There are definitely a few things to remember, though:

• Always keep your audience in mind. They probably don’t understand most LASIK jargon, and will feel relieved if they can read the blog posting without a dictionary. They are searching for basic information, (i.e. what to expect after their LASIK procedure, potential risks/side effects, etc.).

• Don’t make your entries too long. A blog posting should short (think no longer than 300 words). Anything longer than that can easily be broken into a series of entries. Late adopters are patient and careful about their research, so don’t feel rushed to fit all the information in at once.

• Include graphics and photos if they’ll help convey your message, but keep in mind that some LASIK images may be too graphic for a potential patient. What is routine for you, may be disturbing or scary for your patient.

• Don’t make it harder than it is! Blogging may take some getting used to, but it won’t take long to adjust to the style and format. (Look at it this way—if you can give sight to the blind, you can blog.)

And last but not least…

• USE YOUR SPELL CHECK. The best way to lose your reader is to have basic spelling errors.

Other than that—have fun and happy blogging!

Feel free to view a sample: http://www.oceancountyeye.com/blog.php

Revised: ASCRS & AAO LASIK advertising policy

I though we posted information on this, but may have overlooked it.

Last October, The American Academy of Ophthalmology (AAO) and the American Society of Cataract and Refractive Surgery (ASCRS) updated their joint policy regarding LASIK advertising.

These guidelines are intended to help surgeons and administrators provide consumers with more truthful, as well as informative advertising regarding LASIK. It also provides surgeon no only with ethical obligations, but legal ones as well.

This includes what is presented and promoted on your LASIK website or LASIK sections of your website.

Some of the issues that are addressed are The Federal Trade Commission Act, The Federal Food, Drug and Cosmetic Act, the use of testimonials in advertisements, including expert endorsements. It also contains examples of good and bad claims regarding safety and efficacy.

The complete policy statement can be accessed on the ASCRS website.



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Changing Online Consumer

I read an article in EyeNet about "Internet Advice: When Patients Go Onlilne".

It makes a good point about the changing conusmer, and how practices and surgeons need to start looking at communicating with them.

The fact is, online consumers are taking more control over their healthcare, including their vision. Their questions are becoming more and more complex and they provide a lot more details, including sending photos, etc. when seeking information from providers.

Online eye care forums, like www.medhelp.org (in partnership with the AAO), give some indication that eye care providers, whether ODs or MDs, aren't always communicating in a manner the patients want them to. Many people that turn to online physicians do so because their questions or concerns were not answered by their personal doctor.

One of our clients, San Diego LASIK Surgeon, Dr. Sandy Feldman, who is a Medhelp expert, was quoted: "Basically, people are looking for more information about their conditions. And many times, people are confused by what they're told."

All this reiterates the importance of closely evaluating how you communicate with your patients in the office, as well as when they communicate with you online.

Excimer Lasers: The Pinnacle of Modern Medical Technology?

On February 25, 2009 the American Journal of Ophthalmology released its 10 year follow-up on its study of Excimer laser ablation for myopia in thin corneas. The initial tests proved that the laser could safely and effectively correct myopia in very thin corneas and the follow-up now confirms that correction in this procedure provides “stable visual and refractive outcomes” after 10 years.

10 years is an incredibly long time for technology to remain prevalent and useful. In celebration of the Excimer laser’s effectiveness over a 10 year run, here’s some great blog entries on the Excimer laser, how it has changed, and how different ophthalmologists use it today.

• The AJO’s 10 Year Follow-Up Report – See the results for yourself!
• Clearview Eye Center: The Excimer Laser – Clear definition of the Excimer laser and some uses from the Clearview Eye Center.
• The LASIK Directory: Wavefront LASIK – The Allegretto Wave Excimer Laser System is one of four ways to perform Wavefront or Custom LASIK, which has an astounding number of benefits.
• NASA Approves Wave-Front Guided LASIK – NASA follows the U.S. Navy’s decision to approve Excimer laser technology for use on astronauts.
• LASIK vs. ASA – The Allegretto Excimer Laser is used in both procedures, offering alternatives for ultra-thin corneas.
• What’s That? – A Flickr photo from the Puzzle Series. Photo shows a cut in the head of a matchstick made by a Raydiance laser, similar to the Excimer laser.
• Carter Eye Center: Custom LASIK – Another center that uses the Excimer laser for its Custom LASIK procedure.

What do you think of the Excimer laser? Are there other pinnacles of modern technology you think apply to LASIK surgery and ophthalmology? Please feel free to leave comments and suggestions!