Articles: Anthony Mora Communications
Untangling the Web
Plastic Surgery Products
By Anthony Mora
Knowing what information to include on your website and how to market it will help you stand out.
 There is no law that a plastic surgeon must have a website, just as there is no law stating that a plastic surgeon has to have a comfortable waiting room. It just makes good business sense. The upside of having a website is that you can present your practice and expertise to the public, educate consumers, display before-and-after photos, interact with existing patients, and attract new patients. The downside is that a poorly constructed website can often do more harm than good.
In the health care arena, most people use the Web as a research tool. This is especially true when seeking information on medical procedures. The Web is an ideal tool for gathering information and finding diverse opinions. It is an excellent resource for people to conduct research on their own without the embarrassment of asking questions they may be uncomfortable asking in person. For prospective patients interested in plastic surgery, the most appropriate place to find information is from a plastic surgery website that is easy to navigate, looks professional, educates and informs, and is not designed to make a hard sell. If you have created such a website, the next step is convincing prospective patients to visit it.
Essential Information
Websites are like islands-some are dull and barren, others lush and inviting-but if you have not developed bridges to direct your target audience to your website, there is not much point in having one. Once you have built one, you need to actively devise a plan to bring the appropriate traffic to your website. Do not expect people to find it on their own. This is not a "build it and they will come" situation.
There are key items that make a valid, informative website. According to Web master, Jeff Weiss of www.jeffweiss.com, "The standard information for almost any website has always been: who you are, what you do, who you do it for, and how to contact you." All of these criteria would certainly apply to a plastic surgery site with the possible exception of who you do it for. In this industry, you must be careful and selective, and secure the proper release forms since plastic surgery patients generally want to keep their identities confidential.
The best websites are easily accessible and include the basic nuts-and-bolts information. Websites should include, a page about the practice; a profile on the physician(s); the procedures offered; a before-and-after photos page; a frequently asked-questions page; a testimonial page; a page that features articles you have written or media venues where you have been featured; and a contact page. You may want to include more or less information depending on your specific needs and requirements.
Since the thought of any surgery usually comes with a certain amount of fear for prospective patients, a plastic surgery website should provide accurate information about the benefits and risk factors. The website should contain information that will alleviate fear and assure patients that the procedures offered are both safe and beneficial.
"There is a general consensus among the Web development community that websites today should contain some form of animation, programming, or extra content to keep things lively and entertaining," Weiss says. "I do not adhere to that philosophy. I believe that good design is important, but excellent information is essential for any website, especially when dealing with a serious subject matter like plastic surgery. If a website is easy to use and contains appropriate information it will always be effective."
Once you know what you want the website to look like and "what information you want featured, you will need a good Web designer. Finding one can be difficult because there are so many options. There are large companies that specialize in Web design, designers that freelance for a handful of customers, and others who design during their off-hours. Keep in mind that there is not a one-to-one correlation between the amount of money you spend and the quality of your website. Some of the most effective sites were inexpensive to build, and some of the best designers work from their homes. Your best bet is to ask other medical professionals who designed their websites. Go online to study various sites, and when you find one you like, look at other websites built by that designer. Generally, designers will have their own websites featuring work, and many can also host your website or put you in contact with a company who will manage it for you.
Marketing Avenues
When I began working in the field of health and medical media relations, there was no such thing as the Internet. Then came the dot-com revolution. For a few years, the Internet was viewed as the end-all that would revolutionize the world of business. We have now recovered from that fantasy and can view the Internet for what it truly is: a unique, effective, and vitally important marketing tool. It offers physicians a remarkable avenue to disseminate important information and interact with the public and prospective patients.
Although a website can serve as a marketing tool, unless the site itself is marketed, it will not be effective. There are various options available to market your website, including an advertisement in the Yellow Pages, direct marketing, media relations, and Internet marketing. While a well-placed ad in the Yellow Pages can be very effective, I have found that a marketing mix, which includes a media relations campaign combined with an Internet marketing campaign, is usually the most effective approach to bring potential patients to the site.
There are a variety of ways to drive potential patients to your site, but since you are offering a specialized professional service, some of the marketing strategies other businesses use will not be appropriate. Work with your Webmaster to get your site prominently listed on search engines and in Web directories. Search engines and directories are still the most important sources of qualified visitors. Consider linking your website to others that potential patients are likely to visit, such as educational sites, and sites that feature medical and beauty-oriented information. Use every opportunity to promote your website address by placing it on your letterhead, business cards, informational material, advertisements and direct mail material. You may also want to purchase e-mail addresses of potential patients and send information to those prospects. Position your site as a portal of information and send out material to announce your site to former and current patients. You can consider promoting your site on newsgroups, chat lines, and e-mail discussions, but make sure you do your homework and send information to an appropriate audience.
Media relations is one of the most significant and legitimate forms of marketing you can employ. Through media relations, as opposed to advertising, you are presented through television, newspapers, magazines, and radio as an educator and expert in your field, which builds your credibility and motivates potential patients to visit and view your site to learn more about you and plastic surgery in general.
If you want to have your practice featured in the editorial pages of major magazines or other print media, sending out a press release announcing that you have launched a new website is generally a waste of time, because the media will not likely be interested. The media is only interested in a good story. You can try contacting the media on your own, but to launch an effective, ongoing campaign, your chances of being featured in Vogue, or Elle or your local newspaper, are much greater if you seek out the help of a media relations professional.
Internet marketing is a relatively new, rapidly growing field. One of the pioneers of this type of marketing is Mark Joyner, president of Aesop.com and author of Search Engine Tactics. Joyner explains that an effective website should not only grab the consumer's attention, but also offer easily accessible information that encourages patients to take the next step, which is simply scheduling a consultation appointment.
"I am not convinced that every plastic surgeon needs a website," Joyner explains. "For a private practice that is primarily soliciting new customers, a site may or may not be necessary. It all depends on what the physician wants to accomplish.
"It is important to develop response mechanisms and Web forms that are not complicated," Joyner continues. "Often your telephone number will be your most important response mechanism. In order for a prospective patient to take that next step you have to make that person feel assured and comfortable that you have the expertise and qualifications to answer his or her questions."
Before you build a site, do your homework, forego the bells and whistles, focus on presenting your practice and expertise, and offering the public easily accessible information. Make it easy for the prospective patient to contact you, ask questions, or schedule a consultation.
Your website is only complete once you develop methods to bring in traffic. Market your site, always keeping your target audience in mind. It does you little good to market your practice to individuals who have no interest in, or cannot afford your services. Be specific and judicious in the marketing avenues you choose. An advertisement in the local Penny Saver is probably not the wisest choice, whereas, being featured in an article in Allure or W can help drive quality prospects to your site. Choose a marketing mix, and keep in mind that you want your website and marketing to be cohesive and present a unified image.
About the Author
Anthony Mora is president and CEO of Anthony Mora Communications Inc (www.anthonymora.com), a medical-oriented media relations firm based in Los Angeles.
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