Search engine optimization (SEO) is a type of marketing strategy used to maximize the placement of your Web site on a search list. It is based upon the relevance of your site, and its content, to the keywords used to generate a search. It is the basis upon which search engines (Google, Bing, Yahoo) rank your web page on a search list.
It is not paid advertising - it's free.
The actual content of my Web site now attracts more visitors from search engines than any other source. As of this morning, 64 percent of the traffic to my blog comes from search engines. Most of my visitors arrive to my page after performing a search looking specifically for health information on retinal diseases.
This did not happen over night. Search engine optimization takes time and persistence. There are three basic concepts to establishing SEO:
Read more
1.Relevance - The content of the your site must be relevant to the keywords, or search terms, used on the search. Google wants to provide Web sites that are highly relevant to the terms used for a search. The search engines want your search to be as successful as possible, that is, they want you to find what your looking for as fast as possible.
The key to successful searches: Relevance.
2. Referrals to your page - Other Web sites, with time, will be linking to your page. Based upon the content of site linking to you and the "anchor text" used to create the link, search engines will validate the relevance of your page. These are also called backlinks.
Anchor text is the words highlighted to create a hyperlink, or link, to a Web page.
Example #1: For more information on retinal detachments, click here.
Example #2: Retinal specialists fix retinal detachments.
Both links get you to the same place, but example #2 uses more relevant terms to guide you. This is noticed by the search engines. It tells Google that my Web site is related to retinal detachments and is a big endorsement with regard to my site's relevance to retinal disease.
3. Refreshed content - The more often your page is updated, the more attractive you'll be to the search engines. This is one reason blogs have become so popular. It's easy to add content to your Web site via blog software.
So, SEO is really about creating credible information. From a marketing standpoint, it is the most concrete way to get your Web page ranked and noticed. There really are no gimmicks. Although you can still pay to advertise your Web site, the only way to gain rankings is to create Web sites that provide relevant information.
From a consumers point of view, say our patients, SEO increases the credibility of the information provided and found on the Internet. It increases the likelihood that our patients may find health information that is really useful to them.
Next week I'll share some of the tools I now use to maximize the SEO on my site.
Showing posts with label Internet. Show all posts
Showing posts with label Internet. Show all posts
Thursday, April 15, 2010
Friday, April 9, 2010
Googling your patients?
Have you ever Googled a patient? Should you? It’s a question physician blogger Kevin MD raises, and it seems like an interesting consideration in the ever-changing Internet/social media world.
Of course patients Google their physicians all the time. But how often do doctors research their patients online? Maybe there are some contexts in which that would make sense (Kevin MD notes that primary care might not be among them, but perhaps psychiatry.)
This issue comes as I am writing a story on how physicians can ensure the privacy of their patients while engaging online through social media networks. The whole “to friend or not to friend on Facebook” question seems to get some docs in a bind. Now this seems like an entirely new dimension to delving into the ether.
The Googling your patients question also reminds me of an inquiry I received from a reader after our Lawyer Repellant story.
Read more
For the story, experts told me that to help avoid lawsuits, be wary of problem patients – the ones who speak ill of their previous docs or have sued before. So the reader rightfully asked, how do you know if they have sued before? (I am not sure if this is information that is easily Googled, but I do know with a little digging it’s amazing what you can find.)
I asked Medical Justice Services’ Jeffrey Segal about that, and he said (via e-mail) that there really isn’t a practical way to know if a patient has sued a physician before. Even if you could see that they have sued before, you couldn’t tell whether any lawsuit had merit or was frivolous. Compiling that information in a database would make it hard for those patients to find care. Also, I can’t imagine digging around for that information on each patient, and if the patient relationship has pushed you to that point, perhaps it’s not a good fit.
All of this is to ask how much you can and should dig around and research a patient online? Lawsuits aside, what information would you find that is relevant to treating that patient? Kevin MD notes that the overriding question should be “Will researching my patient online improve their care?”
Of course patients Google their physicians all the time. But how often do doctors research their patients online? Maybe there are some contexts in which that would make sense (Kevin MD notes that primary care might not be among them, but perhaps psychiatry.)
This issue comes as I am writing a story on how physicians can ensure the privacy of their patients while engaging online through social media networks. The whole “to friend or not to friend on Facebook” question seems to get some docs in a bind. Now this seems like an entirely new dimension to delving into the ether.
The Googling your patients question also reminds me of an inquiry I received from a reader after our Lawyer Repellant story.
Read more
For the story, experts told me that to help avoid lawsuits, be wary of problem patients – the ones who speak ill of their previous docs or have sued before. So the reader rightfully asked, how do you know if they have sued before? (I am not sure if this is information that is easily Googled, but I do know with a little digging it’s amazing what you can find.)
I asked Medical Justice Services’ Jeffrey Segal about that, and he said (via e-mail) that there really isn’t a practical way to know if a patient has sued a physician before. Even if you could see that they have sued before, you couldn’t tell whether any lawsuit had merit or was frivolous. Compiling that information in a database would make it hard for those patients to find care. Also, I can’t imagine digging around for that information on each patient, and if the patient relationship has pushed you to that point, perhaps it’s not a good fit.
All of this is to ask how much you can and should dig around and research a patient online? Lawsuits aside, what information would you find that is relevant to treating that patient? Kevin MD notes that the overriding question should be “Will researching my patient online improve their care?”
Thursday, April 8, 2010
Randall Wong, MD: Blog saves vision
The Internet saved the sight in my patient's only eye! Using my blog about retinal disease as a tool for patient education and communication via e-mail, we saved his vision.
NOTE: Retinal tears, or retinal holes, cause retinal detachments. The most common symptoms of a retinal tear include flashes and floaters.
My patient was referred to me with a retinal detachment of the right eye. He is almost blind in that eye. The vision may have been lost for up to two years - we have no idea. He, incorrectly, had attributed the loss of vision to an unrelated problem.
Basically, he had been given bad information.
I scheduled him for retinal detachment surgery. I also instructed him to read about retinal detachments on my blog.
Over the weekend, he developed floaters in his other eye. He e-mailed me about his concerns of the new symptoms. He now knew the floaters in his remaining eye could mean a retinal tear. I e-mailed back recommending re-examination.
Read more
Indeed, he had a retinal tear in his remaining "good" eye. I treated the eye with laser photo-coagulation, thereby preventing a retinal detachment from occurring.
I saved his sight, or rather, my patient saved his own site.
So what does this mean? Using the Internet can work. Though an isolated case, the Internet has changed the way we can educate our patients and communicate with them. For instance, after my initial consultation, I recommended that my patient read my blog about retinal detachments. I wrote these articles and they mimic what I say in the office.
My patient did read the articles and received, this time, some pretty credible information about retinal detachments and warning signs.
The blog taught him what he didn't know about his first eye. The blog gave him good information and also realigned his thinking about retinal detachments.
Even better, the blog "untaught" him about the erroneous information he had received previously. I don't know how about you, but "unteaching" a patient is one of the hardest things to do.
E-mail is convenient and easy. No phone tag, no receptionists, and less embarrassment over "dumb" questions. I recommend to all my patients that e-mail is a viable, non-emergent, way to communicate with me. I think it saves a lot of time for everyone.
E-mail is also easier than a phone call. My patient could have been intimidated about a phone call, afraid to ask a "dumb" question. Instead, he was able to communicate with me in a timely manner, and, using a medium convenient for both of us.
NOTE: Retinal tears, or retinal holes, cause retinal detachments. The most common symptoms of a retinal tear include flashes and floaters.
My patient was referred to me with a retinal detachment of the right eye. He is almost blind in that eye. The vision may have been lost for up to two years - we have no idea. He, incorrectly, had attributed the loss of vision to an unrelated problem.
Basically, he had been given bad information.
I scheduled him for retinal detachment surgery. I also instructed him to read about retinal detachments on my blog.
Over the weekend, he developed floaters in his other eye. He e-mailed me about his concerns of the new symptoms. He now knew the floaters in his remaining eye could mean a retinal tear. I e-mailed back recommending re-examination.
Read more
Indeed, he had a retinal tear in his remaining "good" eye. I treated the eye with laser photo-coagulation, thereby preventing a retinal detachment from occurring.
I saved his sight, or rather, my patient saved his own site.
So what does this mean? Using the Internet can work. Though an isolated case, the Internet has changed the way we can educate our patients and communicate with them. For instance, after my initial consultation, I recommended that my patient read my blog about retinal detachments. I wrote these articles and they mimic what I say in the office.
My patient did read the articles and received, this time, some pretty credible information about retinal detachments and warning signs.
The blog taught him what he didn't know about his first eye. The blog gave him good information and also realigned his thinking about retinal detachments.
Even better, the blog "untaught" him about the erroneous information he had received previously. I don't know how about you, but "unteaching" a patient is one of the hardest things to do.
E-mail is convenient and easy. No phone tag, no receptionists, and less embarrassment over "dumb" questions. I recommend to all my patients that e-mail is a viable, non-emergent, way to communicate with me. I think it saves a lot of time for everyone.
E-mail is also easier than a phone call. My patient could have been intimidated about a phone call, afraid to ask a "dumb" question. Instead, he was able to communicate with me in a timely manner, and, using a medium convenient for both of us.
Thursday, April 1, 2010
Randall Wong, MD: Content is king
The success of any Web site is the content of that site. No matter what the nature of the content (i.e. health information, practice information, etc.), good content will increase the popularity of the site. Here are a few tips about writing good content to keep your readers happy and to maximize your SEO (search engine optimization).
Remember, Google and your patients like relevant and fresh content. There is nothing worse than going to a Web site that is old and stale (no new information) or to a Web site where portions are still "under construction."
People are eager for information. They want answers — now! Irrelevant information or stale Web sites are a huge turnoff.
If you want to add content to your Web site, I suggest starting with two or three topics. This is a small enough number of projects that you can complete in a reasonable amount of time. And remember that Google ranks Web pages, not Web sites. You want to have two or three "cornerstone" topics of your Web site. The more complete they are, the better they will rank.
Read more
For instance, while I am a retina specialist, I only have three cornerstone areas: diabetic retinopathy, macular degeneration, and retinal detachment.
Once you have created a sound foundation, then branch out. Watch out, don't be surprised if this takes weeks!
Write in a style that is comfortable for you, but relates to the patient. My own bias is that too many docs speak in a so-called business phase. I am comfortable writing in the same style that I use when seeing patients in the office. This works for me.
By speaking and writing at the same level, you stand a better chance of engaging your readers, and thus lending more credibility to yourself. Writing above your readers’ level and using too much techno-mumbo-jumbo are two great ways to bore your readers. They'll never come back.
Write regularly and often. I try and write on my own blog at least four times a week Monday through Friday. Next month, I will be approaching my 200th post. I am not saying you have to write this much. I used myself as an example. I have now reduced my writing frequency to about three times a week after establishing a pretty comprehensive archive.
Sticking to a regime is the hardest part, but there are several ways to avoid self-exploitation:
Ghost writers - there is a huge market for this and I'll share more with you in the future, but there are a ton of good writers looking for work.
Guest bloggers - this may be hard to achieve in the beginning, but there are many bloggers looking for links back to their own blogs who might write an article or two for you. I do this myself.
Your colleagues could also chip in and create content articles for you.
Be thorough, but not too thorough. This is tough for us. We tend to be know-it-alls. Keep the length of your article similar to what you read here. I'd recommend no more than 500 words and I'd shoot for a good 350 each time you start. The cornerstone articles should be a bit longer, think of them as reviews. Perhaps choose a length of 500-1000 words for the main bits.
Too lengthy gets boring. Too wordy is dull. You don't have to include every detail that you know. Just share a part of what you know. The goal is to show off your knowledge (i.e. authority) without being cocky or boring. Break it up into parts if you have that much to write about.
Remember, Google and your patients like relevant and fresh content. There is nothing worse than going to a Web site that is old and stale (no new information) or to a Web site where portions are still "under construction."
People are eager for information. They want answers — now! Irrelevant information or stale Web sites are a huge turnoff.
If you want to add content to your Web site, I suggest starting with two or three topics. This is a small enough number of projects that you can complete in a reasonable amount of time. And remember that Google ranks Web pages, not Web sites. You want to have two or three "cornerstone" topics of your Web site. The more complete they are, the better they will rank.
Read more
For instance, while I am a retina specialist, I only have three cornerstone areas: diabetic retinopathy, macular degeneration, and retinal detachment.
Once you have created a sound foundation, then branch out. Watch out, don't be surprised if this takes weeks!
Write in a style that is comfortable for you, but relates to the patient. My own bias is that too many docs speak in a so-called business phase. I am comfortable writing in the same style that I use when seeing patients in the office. This works for me.
By speaking and writing at the same level, you stand a better chance of engaging your readers, and thus lending more credibility to yourself. Writing above your readers’ level and using too much techno-mumbo-jumbo are two great ways to bore your readers. They'll never come back.
Write regularly and often. I try and write on my own blog at least four times a week Monday through Friday. Next month, I will be approaching my 200th post. I am not saying you have to write this much. I used myself as an example. I have now reduced my writing frequency to about three times a week after establishing a pretty comprehensive archive.
Sticking to a regime is the hardest part, but there are several ways to avoid self-exploitation:
Ghost writers - there is a huge market for this and I'll share more with you in the future, but there are a ton of good writers looking for work.
Guest bloggers - this may be hard to achieve in the beginning, but there are many bloggers looking for links back to their own blogs who might write an article or two for you. I do this myself.
Your colleagues could also chip in and create content articles for you.
Be thorough, but not too thorough. This is tough for us. We tend to be know-it-alls. Keep the length of your article similar to what you read here. I'd recommend no more than 500 words and I'd shoot for a good 350 each time you start. The cornerstone articles should be a bit longer, think of them as reviews. Perhaps choose a length of 500-1000 words for the main bits.
Too lengthy gets boring. Too wordy is dull. You don't have to include every detail that you know. Just share a part of what you know. The goal is to show off your knowledge (i.e. authority) without being cocky or boring. Break it up into parts if you have that much to write about.
Monday, March 29, 2010
Melissa Young, MD: Selection bias on physician rating sites
A couple of weeks ago, a patient from my prior practice said that she Googled me to find my new location. She said that in addition to finding my new address, she also found my practice address, and an article about me that had been written while I was at my old office.
Out of curiosity, I decided to Google myself. I found the above links, but I also found links to physician rating sites. I clicked on them to see how patients were rating me. I found that almost without exception, I had either no ratings or very poor ratings.
At first glance, my one-star ratings in nearly every category make me look like a horrible physician with no bedside manner, whom no one would recommend to family or friends. I also apparently had incompetent, discourteous staff. But a closer reveals that there is only one rating. One rating by a very angry patient. One who thinks I need “to learn to be a human.”
Read more
These ratings were all dated (where available) in the spring of last year. I can only assume that they were made by the same person. One Web site had two ratings. One with single stars across the board, dated in the spring of last year, and one with four to five stars, dated within the last three to four months.
Now, personally I don’t care if one or two disgruntled patients rate me poorly. I suspect they are noncompliant and possibly were dismissed from my practice. But other patients might care, patients who may assume that these ratings represent how most of my patients feel about me. And what happens if the payers start caring?
Who is going to take the time to go to theses sites to rate a physician? Most satisfied patients don’t feel the need to rate their physicians. Even at the best restaurants, I’m sure the kitchen hears more complaints then praise. How many store managers have customers call about an employee’s good job? And how many get calls about a bad job?
Oh sure, there are customers who will let an employer know when someone goes above and beyond, but for the most part, satisfied people don’t feel it necessary.
And the same goes for physician rating sites. I have patients I have treated for years. Some who moved out of state who still come to see me. I have new patients who used to see other docs but have chosen to see me because I have seen their neighbor, coworker, friend, or relative, and have been told that they will like me and my practice better.
Would they do that if I needed “to learn to be a human”? Referrals like that beat online ratings any day.
Out of curiosity, I decided to Google myself. I found the above links, but I also found links to physician rating sites. I clicked on them to see how patients were rating me. I found that almost without exception, I had either no ratings or very poor ratings.
At first glance, my one-star ratings in nearly every category make me look like a horrible physician with no bedside manner, whom no one would recommend to family or friends. I also apparently had incompetent, discourteous staff. But a closer reveals that there is only one rating. One rating by a very angry patient. One who thinks I need “to learn to be a human.”
Read more
These ratings were all dated (where available) in the spring of last year. I can only assume that they were made by the same person. One Web site had two ratings. One with single stars across the board, dated in the spring of last year, and one with four to five stars, dated within the last three to four months.
Now, personally I don’t care if one or two disgruntled patients rate me poorly. I suspect they are noncompliant and possibly were dismissed from my practice. But other patients might care, patients who may assume that these ratings represent how most of my patients feel about me. And what happens if the payers start caring?
Who is going to take the time to go to theses sites to rate a physician? Most satisfied patients don’t feel the need to rate their physicians. Even at the best restaurants, I’m sure the kitchen hears more complaints then praise. How many store managers have customers call about an employee’s good job? And how many get calls about a bad job?
Oh sure, there are customers who will let an employer know when someone goes above and beyond, but for the most part, satisfied people don’t feel it necessary.
And the same goes for physician rating sites. I have patients I have treated for years. Some who moved out of state who still come to see me. I have new patients who used to see other docs but have chosen to see me because I have seen their neighbor, coworker, friend, or relative, and have been told that they will like me and my practice better.
Would they do that if I needed “to learn to be a human”? Referrals like that beat online ratings any day.
Thursday, March 25, 2010
Randall Wong, MD: Start building your Web site
Here is a list to get your new Web page started. Remember that not all components are easy to implement nor will they be ready in a day. Get started, but be patient. You most likely do not have all the components ready or figured out, but move forward.
A Web page is always a work in progress. This means it can always be better, but it also means that you can change things you don't like! Your Web page will not be built in a day. It will be impossible for your Web page to be everything to everyone. I would suggest you pick a few items that you feel are important.
You may want to make this a team building exercise by asking the staff, the administration, and your co-doctors for their suggestions and top choices for a Web page. You will be surprised how much this will validate your office staff!
I would suggest easy-to-complete items to start. This will give you the feeling of progress and accomplishment.
Here are my suggestions:
Read more
• Contact page — Here you will list a name of a person. You need to include the practice/business address, e-mail (preferably of the contact person), phone number, and fax number. You are a service-oriented business. You want to add a personal feel by giving your patients a specific name.
• Map — A few weeks ago, we went over how easy it is to put yourself on the map. Just as easy is creating a link to a Google map of your office.
• Hours of operation
• Accessibility — Is there free parking? If not, do you validate? Which floor and where is the wheelchair access?
• Insurance list
All of these are easy to complete and can be done in a very short time. These are also the basic elements patients are looking for on the Web.
Items to add later:
• Bios of the doctors — Include a short biography about who you are and what you do. Keep it short and less than a page ("above the fold"). A picture is really important for the same touchy feely reasons as listing a real name on the contact page. People want to see what you look like. Use this same picture in other places to start branding yourself.
I would take the time to have each bio written in the same format and style and preferably by the same person. This will make it easier for a patient to find the information. Regarding style, it may be time for all of you to get new pictures taken for the sake of consistency and maintaining style (hint: go to Sears for a digital portrait).
• New patient forms — Have these available for download from your Web site. It saves everyone time. These are probably best if available as a .pdf file. They are more secure and will print exactly the way you want them.
• Staff pictures — These are highly underrated. People love to see who they are talking with when they call and schedule appointments and surgery, etc. Realizing that turnover may be high, you may want to include a picture and only one or two lines about them. Update only every few months if you like. Stick to first names only. Here’s an example: "Bill schedules appointments and works in our downtown office. He has been with Acme Associates for five years and loves to get to know everyone!"
The items above should take precedence over adding graphics, although you may need to choose a theme and color scheme early on. They can all be changed later on. Remember, you want your Web page to provide information first, then look pretty.
More next week.
A Web page is always a work in progress. This means it can always be better, but it also means that you can change things you don't like! Your Web page will not be built in a day. It will be impossible for your Web page to be everything to everyone. I would suggest you pick a few items that you feel are important.
You may want to make this a team building exercise by asking the staff, the administration, and your co-doctors for their suggestions and top choices for a Web page. You will be surprised how much this will validate your office staff!
I would suggest easy-to-complete items to start. This will give you the feeling of progress and accomplishment.
Here are my suggestions:
Read more
• Contact page — Here you will list a name of a person. You need to include the practice/business address, e-mail (preferably of the contact person), phone number, and fax number. You are a service-oriented business. You want to add a personal feel by giving your patients a specific name.
• Map — A few weeks ago, we went over how easy it is to put yourself on the map. Just as easy is creating a link to a Google map of your office.
• Hours of operation
• Accessibility — Is there free parking? If not, do you validate? Which floor and where is the wheelchair access?
• Insurance list
All of these are easy to complete and can be done in a very short time. These are also the basic elements patients are looking for on the Web.
Items to add later:
• Bios of the doctors — Include a short biography about who you are and what you do. Keep it short and less than a page ("above the fold"). A picture is really important for the same touchy feely reasons as listing a real name on the contact page. People want to see what you look like. Use this same picture in other places to start branding yourself.
I would take the time to have each bio written in the same format and style and preferably by the same person. This will make it easier for a patient to find the information. Regarding style, it may be time for all of you to get new pictures taken for the sake of consistency and maintaining style (hint: go to Sears for a digital portrait).
• New patient forms — Have these available for download from your Web site. It saves everyone time. These are probably best if available as a .pdf file. They are more secure and will print exactly the way you want them.
• Staff pictures — These are highly underrated. People love to see who they are talking with when they call and schedule appointments and surgery, etc. Realizing that turnover may be high, you may want to include a picture and only one or two lines about them. Update only every few months if you like. Stick to first names only. Here’s an example: "Bill schedules appointments and works in our downtown office. He has been with Acme Associates for five years and loves to get to know everyone!"
The items above should take precedence over adding graphics, although you may need to choose a theme and color scheme early on. They can all be changed later on. Remember, you want your Web page to provide information first, then look pretty.
More next week.
Thursday, March 18, 2010
Randall Wong, MD: TV versus the Internet
Is the authority of the Internet greater than that of TV? I just read an article by Paul Stubenbordt entitled "As Seen on TV." In the article, he cites the power and influence of TV and recommends it as the favored choice for advertising for docs. He writes, "Like no other medium, people really do believe what they see on TV."
If TV is still No. 1 for docs, then I'd have to say that the Internet is a very, very close second (I was going to say “No. 2”). We all hear about it every day, an assumed authority called the Internet. Somehow TV and the Internet are de facto places of authorities. I wonder where libraries rank?
But doctors are the real authorities. I wrote earlier about the authority that doctors have earned. Doctors are probably as high an authority figure as we have in our society...maybe as high as police officers. Authorities receive automatic credibility.
How about taking the No. 1 authority (that's us) to lend credibility to the Internet?
Read more
If TV is still No. 1, it is only because there are so few docs that have yet to embrace the Internet. There are very few who have learned how to use the Web to effectively promote themselves and their practices.
With so little competition, if you were to start right now, you'd have a respectable Web presence within the next six months.
Remember, your goal is to achieve a ranking within the top 10 of a search, not No. 1. Engage the Internet in any format you prefer:
• Text and images are the old time standard. Web pages and blogs are popular examples. Common uses for a Web page are to show off your practice and to blog about your medical knowledge (not necessarily your expertise).
• Power Point presentations via SlideShare.net are an easy way to start a Web presence. You can upload the presentation just the same way you'd upload a YouTube video. Why not use the same PP presentation you just gave at a local talk?
• Video - you can be as basic (a very popular way though) as using the webcam on top of your computer or you can have a full scale production, whatever you like. The video can be placed on YouTube and other social media sites, including your own Web page. The topic can be an infomercial about yourself or your practice. You might also consider talking about H1N1 availability at your office.
• Images - services such as Flickr share images. You could upload clinical presentation on poison ivy showing different pics of the offending plants and the resultant skin rashes. This presentation would then be linked to you and/or your Web page and practice.
The Internet needs more docs. However you want, engage the Internet. We are the authorities on health. There is a paucity of good, credible health information on the Internet. Share your authority with the public. Use any format to get started, start slowly and proceed at your pace. Make the Internet credible. Patients should be learning from us, not TV.
If TV is still No. 1 for docs, then I'd have to say that the Internet is a very, very close second (I was going to say “No. 2”). We all hear about it every day, an assumed authority called the Internet. Somehow TV and the Internet are de facto places of authorities. I wonder where libraries rank?
But doctors are the real authorities. I wrote earlier about the authority that doctors have earned. Doctors are probably as high an authority figure as we have in our society...maybe as high as police officers. Authorities receive automatic credibility.
How about taking the No. 1 authority (that's us) to lend credibility to the Internet?
Read more
If TV is still No. 1, it is only because there are so few docs that have yet to embrace the Internet. There are very few who have learned how to use the Web to effectively promote themselves and their practices.
With so little competition, if you were to start right now, you'd have a respectable Web presence within the next six months.
Remember, your goal is to achieve a ranking within the top 10 of a search, not No. 1. Engage the Internet in any format you prefer:
• Text and images are the old time standard. Web pages and blogs are popular examples. Common uses for a Web page are to show off your practice and to blog about your medical knowledge (not necessarily your expertise).
• Power Point presentations via SlideShare.net are an easy way to start a Web presence. You can upload the presentation just the same way you'd upload a YouTube video. Why not use the same PP presentation you just gave at a local talk?
• Video - you can be as basic (a very popular way though) as using the webcam on top of your computer or you can have a full scale production, whatever you like. The video can be placed on YouTube and other social media sites, including your own Web page. The topic can be an infomercial about yourself or your practice. You might also consider talking about H1N1 availability at your office.
• Images - services such as Flickr share images. You could upload clinical presentation on poison ivy showing different pics of the offending plants and the resultant skin rashes. This presentation would then be linked to you and/or your Web page and practice.
The Internet needs more docs. However you want, engage the Internet. We are the authorities on health. There is a paucity of good, credible health information on the Internet. Share your authority with the public. Use any format to get started, start slowly and proceed at your pace. Make the Internet credible. Patients should be learning from us, not TV.
Friday, March 12, 2010
Randall Wong, MD: My favorite social networks
My favorite social networks are Twitter, Facebook, and LinkedIn. They differ by the demographic that uses them, but are great avenues for attracting attention to my Web sites or blog. While I am not able to tout all the advantages of social media in one post, these are a few ways I use the different sites.
I use Twitter to "tweet" about new articles I've written for my blog. It is a very common way to let people know about new items on my Web site, and thus, attract more readers.
Once an article is written for my blog, I will copy the URL, or Web address for my article, and go to bit.ly (yes, that's all you have to type in). Bit.ly is a URL shortener and reduces the number of characters of the URL. (Tweets can be no more than 140 characters long).
I will then "tweet" about the new article just posted on the blog. I will usually write a short comment and then add the abbreviated URL. By clicking on the shortened link, a reader can go straight to the Web site and read the article.
At the same time, Feedburner will have been "pinged" that I have a new article and will automatically send a message, or "tweet," to Twitter. I have set this up automatically.
Read more
Those who follow me on Twitter, and those looking for tweets about eye disease, will be alerted about a new article on my blog. Many people who use Twitter are in an Internet-related business and far fewer are related to healthcare.
Facebook is very popular among the younger generation. It is frequented by teens and younger (although they are supposed to be at least 18 years old), college kids (and the parents of all these kids). It is also becoming a very popular place to find...businesses.
I have a "Fan Page" on Facebook. A Fan Page differs from a regular social account in a few ways. First, people/patients may become a "fan" instead of a "friend." Fans do not have to be recognized by you, the owner of the page, for them to make comments on the Fan Page. This is different than becoming a friend on a regular social page where the owner has to "friend" each person in return to send messages, etc.
Many docs have found difficulty friending patients/visitors due to the fear of establishing a doctor/patient relationship. Fan Pages avoid all of this. Any person who chooses to be a fan may post messages and comments on your site. Fans might comment about what a great doc you are, the convenience of your office location, your neat Web site, etc.
Other differences? You can advertise your Fan Page by subject, by demographic, etc. Many, many corporations have started this method of advertising and have their own Fan Page on Facebook.
Lastly, I have set it up so that every new article I write on my blog gets transferred to Facebook. My fans may read my articles there and comment or share my article with others. My younger patients, who don't e-mail as much as the older generation, prefer to keep up with me and my blog via FB.
LinkedIn is very similar to Facebook although it really is a social network for the business world. It has some of the same advantages of FB, but has some unique attributes. While it is nowhere as social as FB, it relies heavily on FOAF (friend of a friend) business networks.
There are a respectable numbers of health related groups (interest groups) that have formed at LinkedIn. LinkedIn lists my excerpts of my blog. My readers via LinkedIn can click on the excerpts which take them right to my blog.
So what does this all mean? Each of the social networks, and there are dozens, seem to have their own demographic. Depending upon the personality of each media, you may choose to network.
For instance, FB appeals more to my younger patients. They don't seem to check e-mail as much as the older folks, so providing my articles and an information page about me (aka Fan Page) on FaceBook makes it more convenient for them. FB is becoming so large, it is becoming a "Web active" subset of the Internet, that is, most people using FB tend to be very active users of the Internet. Corporate America has noticed. My older, more business oriented patients, follow me on LinkedIn.
These are great ways to start using social media to get news out about your practice. You don't have to understand all the ramifications of each network before you begin. These are simple ways that I have found to be useful.
I use Twitter to "tweet" about new articles I've written for my blog. It is a very common way to let people know about new items on my Web site, and thus, attract more readers.
Once an article is written for my blog, I will copy the URL, or Web address for my article, and go to bit.ly (yes, that's all you have to type in). Bit.ly is a URL shortener and reduces the number of characters of the URL. (Tweets can be no more than 140 characters long).
I will then "tweet" about the new article just posted on the blog. I will usually write a short comment and then add the abbreviated URL. By clicking on the shortened link, a reader can go straight to the Web site and read the article.
At the same time, Feedburner will have been "pinged" that I have a new article and will automatically send a message, or "tweet," to Twitter. I have set this up automatically.
Read more
Those who follow me on Twitter, and those looking for tweets about eye disease, will be alerted about a new article on my blog. Many people who use Twitter are in an Internet-related business and far fewer are related to healthcare.
Facebook is very popular among the younger generation. It is frequented by teens and younger (although they are supposed to be at least 18 years old), college kids (and the parents of all these kids). It is also becoming a very popular place to find...businesses.
I have a "Fan Page" on Facebook. A Fan Page differs from a regular social account in a few ways. First, people/patients may become a "fan" instead of a "friend." Fans do not have to be recognized by you, the owner of the page, for them to make comments on the Fan Page. This is different than becoming a friend on a regular social page where the owner has to "friend" each person in return to send messages, etc.
Many docs have found difficulty friending patients/visitors due to the fear of establishing a doctor/patient relationship. Fan Pages avoid all of this. Any person who chooses to be a fan may post messages and comments on your site. Fans might comment about what a great doc you are, the convenience of your office location, your neat Web site, etc.
Other differences? You can advertise your Fan Page by subject, by demographic, etc. Many, many corporations have started this method of advertising and have their own Fan Page on Facebook.
Lastly, I have set it up so that every new article I write on my blog gets transferred to Facebook. My fans may read my articles there and comment or share my article with others. My younger patients, who don't e-mail as much as the older generation, prefer to keep up with me and my blog via FB.
LinkedIn is very similar to Facebook although it really is a social network for the business world. It has some of the same advantages of FB, but has some unique attributes. While it is nowhere as social as FB, it relies heavily on FOAF (friend of a friend) business networks.
There are a respectable numbers of health related groups (interest groups) that have formed at LinkedIn. LinkedIn lists my excerpts of my blog. My readers via LinkedIn can click on the excerpts which take them right to my blog.
So what does this all mean? Each of the social networks, and there are dozens, seem to have their own demographic. Depending upon the personality of each media, you may choose to network.
For instance, FB appeals more to my younger patients. They don't seem to check e-mail as much as the older folks, so providing my articles and an information page about me (aka Fan Page) on FaceBook makes it more convenient for them. FB is becoming so large, it is becoming a "Web active" subset of the Internet, that is, most people using FB tend to be very active users of the Internet. Corporate America has noticed. My older, more business oriented patients, follow me on LinkedIn.
These are great ways to start using social media to get news out about your practice. You don't have to understand all the ramifications of each network before you begin. These are simple ways that I have found to be useful.
Thursday, March 4, 2010
Randall Wong, MD: Put yourself on the map
Ever wonder what businesses get placed on a Google map as the result of a search? Placing yourself on Google Maps is easy.
It's free and you can do it all by yourself. Millions of people use Google Maps for searching businesses, including doctors. Use this free service to start your Web presence and advertise your practice. You don't even need a Web page to do this.
Start with a Google account. As with all Google branded services; Gmail, Reader, Documents, AdWords, AdSense, etc., you must have an e-mail account. It's free, and from there you can sign up for additional products. I use Gmail, Calendar, Documents, Reader, Buzz, AdWords, and AdSense regularly. Don't worry, they all work well and I have no spam issues.
Then search for “Google Local Business.” You should be able to find the link for the Local Business Center, which may vary depending upon your location. Click on the link, and it will take you to the sign up window for Google Maps. If you have a Gmail account, sign in. If you don't, you may start one now.
Read more
Fill in your business information — it’s all self explanatory. If you have Web site, enter the URL. People interested in your business can click and view your Web site. If you do NOT have a web site, no big deal. Your map simply won't list a URL. You can add one later if you like.
For reasons we'll see, enter your main phone number of your practice. Ideally, use a number that patients will be using to call and make an appointment, i.e. don't put your back, private line or cell number.
For the description, I suggest you use a keyword tool to help you pick some of the words that are routinely used for your line of business. For instance, click on Google's Keyword Tool and try a few words that you would choose to describe yourself. The goal is to use words that are commonly used to find you or similar practices.
As an example, you are more likely to choose "family medicine practice" versus "pediatric and geriatric medicine" as the latter descriptors are not used as often.
As you can see, you may add photos, or even a video of your practice.
By the way, once you are "up," you can check out your listing. Maps and directions are automatically provided by Google. You can even track the top 10 keywords people used to find your ad. Using this information, you can tweak your description.
Submit your data after checking your accuracy. You can change anything you want if you are in doubt and change your mind.
Remember the phone number? Google will either call you to give you a secret code to verify that the user info is legit, or send you a postcard. The call will occur as soon as you hit the submit button versus waiting two to three weeks for a postcard. (I would suggest that if you are able to answer your main office number "live" use the telephone. If you cannot answer the phone "live," because you have an electronic attendant, use the postcard.)
In a short while, you will be "on the map." Great job. You are done.
It's free and you can do it all by yourself. Millions of people use Google Maps for searching businesses, including doctors. Use this free service to start your Web presence and advertise your practice. You don't even need a Web page to do this.
Start with a Google account. As with all Google branded services; Gmail, Reader, Documents, AdWords, AdSense, etc., you must have an e-mail account. It's free, and from there you can sign up for additional products. I use Gmail, Calendar, Documents, Reader, Buzz, AdWords, and AdSense regularly. Don't worry, they all work well and I have no spam issues.
Then search for “Google Local Business.” You should be able to find the link for the Local Business Center, which may vary depending upon your location. Click on the link, and it will take you to the sign up window for Google Maps. If you have a Gmail account, sign in. If you don't, you may start one now.
Read more
Fill in your business information — it’s all self explanatory. If you have Web site, enter the URL. People interested in your business can click and view your Web site. If you do NOT have a web site, no big deal. Your map simply won't list a URL. You can add one later if you like.
For reasons we'll see, enter your main phone number of your practice. Ideally, use a number that patients will be using to call and make an appointment, i.e. don't put your back, private line or cell number.
For the description, I suggest you use a keyword tool to help you pick some of the words that are routinely used for your line of business. For instance, click on Google's Keyword Tool and try a few words that you would choose to describe yourself. The goal is to use words that are commonly used to find you or similar practices.
As an example, you are more likely to choose "family medicine practice" versus "pediatric and geriatric medicine" as the latter descriptors are not used as often.
As you can see, you may add photos, or even a video of your practice.
By the way, once you are "up," you can check out your listing. Maps and directions are automatically provided by Google. You can even track the top 10 keywords people used to find your ad. Using this information, you can tweak your description.
Submit your data after checking your accuracy. You can change anything you want if you are in doubt and change your mind.
Remember the phone number? Google will either call you to give you a secret code to verify that the user info is legit, or send you a postcard. The call will occur as soon as you hit the submit button versus waiting two to three weeks for a postcard. (I would suggest that if you are able to answer your main office number "live" use the telephone. If you cannot answer the phone "live," because you have an electronic attendant, use the postcard.)
In a short while, you will be "on the map." Great job. You are done.
Thursday, February 25, 2010
Randall Wong, MD: Docs can use the Internet safely
There is a trend on the Internet: more and more people are going online for health information. As reported by Reuters two weeks ago, more than half of Americans turned to the Internet for health information. While 51 percent used the Internet for health information, only 5 percent used e-mail as a method to communicate with their doctors.
Meanwhile, doctors continue to avoid use of the Internet, including medical blogging, publishing, Twitter, Facebook, email, etc.?
Clearly our patients have migrated to the Internet and there's nothing we can do about it. But maybe the migration can be beneficial, and there may be parts of the Internet we physicians can actually embrace instead of discounting the entire medium as a whole. Maybe we can meet them there.
Read more
Many docs cite the legal uncertainty about giving health advice over a blog, Web site, or email. There is tremendous fear of medical liability when a doc gives an opinion, in the office or otherwise.
I am sympathetic, but I remain steadfast that we should be producing reliable health information on the Internet. We have a moral responsibility to make credible information available to the public and to our patients. I am not crazy, but consider this carefully. There is no reason why docs shouldn't be using the Internet to provide good health information on the Web. It is safe.
Let me explain. Fifty-one percent of Americans turned to the Internet, but fewer even queried their doctor in the form of an e-mail. Why?
Patients are out there looking for information. They are not out there looking for medical advice. There is a huge difference.
There is a difference between looking for the top 10 reasons of a sore throat versus looking for advice on how to treat your own sore throat.
In the same way, what is the liability to listing factual information about the 10 most common causes of sore throat? You are listing facts. You are not offering your opinion. There is no medical advice transmitted. So, you are safe.
Remember how we get into trouble. We have liability issues when we offer bad advice. Not bad information, but when we make a bad decision. Offering advice over the Internet is a bad decision, but offering information is not.
Allow me to beat a dead horse. There is something we are forgetting about ourselves. We are figures of authority. The authority comes from our own use of the information we have accumulated over the years and melding it with our experience. It's called clinical acumen. It will keep docs safe in their ivory towers. It will not socialize anything.
The Internet lacks health information, and we can change that. The Internet is not asking for our clinical judgment. There is a difference. It is our clinical acumen that will keep us ultimately separate and distinct from the Internet.
Now, get writing.
Meanwhile, doctors continue to avoid use of the Internet, including medical blogging, publishing, Twitter, Facebook, email, etc.?
Clearly our patients have migrated to the Internet and there's nothing we can do about it. But maybe the migration can be beneficial, and there may be parts of the Internet we physicians can actually embrace instead of discounting the entire medium as a whole. Maybe we can meet them there.
Read more
Many docs cite the legal uncertainty about giving health advice over a blog, Web site, or email. There is tremendous fear of medical liability when a doc gives an opinion, in the office or otherwise.
I am sympathetic, but I remain steadfast that we should be producing reliable health information on the Internet. We have a moral responsibility to make credible information available to the public and to our patients. I am not crazy, but consider this carefully. There is no reason why docs shouldn't be using the Internet to provide good health information on the Web. It is safe.
Let me explain. Fifty-one percent of Americans turned to the Internet, but fewer even queried their doctor in the form of an e-mail. Why?
Patients are out there looking for information. They are not out there looking for medical advice. There is a huge difference.
There is a difference between looking for the top 10 reasons of a sore throat versus looking for advice on how to treat your own sore throat.
In the same way, what is the liability to listing factual information about the 10 most common causes of sore throat? You are listing facts. You are not offering your opinion. There is no medical advice transmitted. So, you are safe.
Remember how we get into trouble. We have liability issues when we offer bad advice. Not bad information, but when we make a bad decision. Offering advice over the Internet is a bad decision, but offering information is not.
Allow me to beat a dead horse. There is something we are forgetting about ourselves. We are figures of authority. The authority comes from our own use of the information we have accumulated over the years and melding it with our experience. It's called clinical acumen. It will keep docs safe in their ivory towers. It will not socialize anything.
The Internet lacks health information, and we can change that. The Internet is not asking for our clinical judgment. There is a difference. It is our clinical acumen that will keep us ultimately separate and distinct from the Internet.
Now, get writing.
Friday, February 19, 2010
Don McDaniel: What's eHealth all about?
I’ve spent the past few weeks attending a number of healthcare information technology meetings focused on achieving interoperability in healthcare — so-called eHealth. You see, we have a major trading partner issue in healthcare — even if we gave every physician and hospital in America an EHR, all we would achieve are a group of discrete applications that don’t share information by and between them.
In other words they won’t be able to communicate with each other. This is a real problem — a real practical problem because unfortunately, because consumers, of course, attend care givers widely and without attention to what information system they use!
So, there’s been a lot of discussion about how to facilitate all these disparate systems to connect, communicate, and make the amalgam (the integrated data) information that is actionable.
Read more
The Institute of Medicine (IOM) reports that about 1.5 million patients are injured each year because of adverse-drug events; events that presumably could be eradicated if we have true mission-critical healthcare information sharing.
While at the mHealth Conference, I saw a number of applications built and positioned for mobile devices — and this makes perfect sense in a world which is quickly becoming hardware- and even appliance-agnostic. These applications include a number of mobile phone applications to enhance disease management services and even review images remotely. We should be prepared for the integration of mobile systems.
At the eHealth Initiative’s annual meeting in DC, I learned about a number of functioning local information exchanges, mostly led by large Integrated Delivery Networks. For example, Boston HealthNet with it anchor tenant Boston Medical Center, has developed a health exchange that includes the BMC hospitals and eight to 10 discrete community health centers (FQHCs), allowing clinicians access to real time medication history for any patient seen throughout the system. This is one of what is today a limited group of operating health information exchanges; what I’ve described at BMC is really still an isolated HIE, but the promise is evident and I think the train has left the station.
I encourage you to do your homework, and seriously evaluate opportunities to pursue and engage a health information exchange. By the way, if you are a provider, and even if you plan to purchase an EHR, you will not be able to achieve meaningful use in the later adoption years without a relationship with a health information exchange. Food for thought.
In other words they won’t be able to communicate with each other. This is a real problem — a real practical problem because unfortunately, because consumers, of course, attend care givers widely and without attention to what information system they use!
So, there’s been a lot of discussion about how to facilitate all these disparate systems to connect, communicate, and make the amalgam (the integrated data) information that is actionable.
Read more
The Institute of Medicine (IOM) reports that about 1.5 million patients are injured each year because of adverse-drug events; events that presumably could be eradicated if we have true mission-critical healthcare information sharing.
While at the mHealth Conference, I saw a number of applications built and positioned for mobile devices — and this makes perfect sense in a world which is quickly becoming hardware- and even appliance-agnostic. These applications include a number of mobile phone applications to enhance disease management services and even review images remotely. We should be prepared for the integration of mobile systems.
At the eHealth Initiative’s annual meeting in DC, I learned about a number of functioning local information exchanges, mostly led by large Integrated Delivery Networks. For example, Boston HealthNet with it anchor tenant Boston Medical Center, has developed a health exchange that includes the BMC hospitals and eight to 10 discrete community health centers (FQHCs), allowing clinicians access to real time medication history for any patient seen throughout the system. This is one of what is today a limited group of operating health information exchanges; what I’ve described at BMC is really still an isolated HIE, but the promise is evident and I think the train has left the station.
I encourage you to do your homework, and seriously evaluate opportunities to pursue and engage a health information exchange. By the way, if you are a provider, and even if you plan to purchase an EHR, you will not be able to achieve meaningful use in the later adoption years without a relationship with a health information exchange. Food for thought.
Thursday, February 18, 2010
Randall Wong, MD: Web tools to help you micromanage
I use two different services to track statistics on my Web pages. Using either Google Analytics or StatCounter, I can keep track of any information related to the traffic, or visitors, that come to my site. It's very sophisticated software, yet easy to use, and it's free. It allows you to micromanage.
If you own a Web site, analyzing the traffic to your site can give you some valuable insights about your visitors. To state it another way, you can get an idea of what people like and don't like about your Web site. Here are a few data points to keep an eye on:
Read more
Unique and return visitors — This is some basic information that simply tells you how many new visitors you are getting to your Web site. Usually the number reflects the number of new visitors over the last, say, 30 days. Return visitors are also important; that number reflects how many loyal readers you have. Both are important. New visitors tell you if you are marketing correctly and returning readers let you know if you are providing content (on your Web page, that is) that interests people.
You can tell the country/state/city of origin, Web browser used, how they learned of your site, etc. You can even know the IP address of the computer used to visit your Web site. This is helpful if you are concerned about building a local following, say, for a medical practice.
Length of stay — On average, a person browsing on the Web, takes fewer than three seconds to decide if they should stay on, or leave, a Web page. Traffic data can tell you how long a visitor stayed, the average time spent on your web site and even what they liked to read. For instance, I know that my average visitor spends almost three minutes looking at something on my blog. I also know they read 1.92 articles each visit. This means that most people are pretty interested in the blog.
Popular articles — I can tell the top 10 articles read on my blog. This gives me a great idea of what subjects to write about again, and which to avoid. I am awful in predicting which articles will be a hit. By knowing what my readers like to read, I can publish content more directed to their interests. This would not be possible without tracking data.
Real-time data — You have the ability to monitor the activity of every visitor to your Web site in real time. You don't have to wait until the next week, next month or even the next day.
Exit/entry data — This can give you an idea of what attracted a person to your site and where they were on your site when they decided to leave. What got their attention and what turned them off?
Keyword data — What keywords are commonly used to search for you? This is extremely helpful in writing articles to gain SEO (Search Engine Optimization) ranking, placing AdWords campaigns, and describing what you do.
Search engines — Similar to keywords, you also learn the popular search engines used to bring the traffic to you. You'll be surprised how much difference there can be between the popular search engines. If I find success with a particular search engine, I'll try and maximize my SEO for that engine. When you find you are doing something right, stick to it!
So what does this mean? There are free tools for you to analyze any aspect of your Web page. This is no different than paying a consultant to analyze the strengths and weaknesses of your office staff. You stress about the quality of your "front line," that is, the people that answer your phones and greet patients as they arrive. Your Web page is no different.
By analyzing the many aspects of your traffic, you can easily gain the insights needed to turn them into patients. Best of all, the information is free, there is no catch, and it's not watered down. It's what Google does and what Web 2.0 means: open access.
If you own a Web site, analyzing the traffic to your site can give you some valuable insights about your visitors. To state it another way, you can get an idea of what people like and don't like about your Web site. Here are a few data points to keep an eye on:
Read more
Unique and return visitors — This is some basic information that simply tells you how many new visitors you are getting to your Web site. Usually the number reflects the number of new visitors over the last, say, 30 days. Return visitors are also important; that number reflects how many loyal readers you have. Both are important. New visitors tell you if you are marketing correctly and returning readers let you know if you are providing content (on your Web page, that is) that interests people.
You can tell the country/state/city of origin, Web browser used, how they learned of your site, etc. You can even know the IP address of the computer used to visit your Web site. This is helpful if you are concerned about building a local following, say, for a medical practice.
Length of stay — On average, a person browsing on the Web, takes fewer than three seconds to decide if they should stay on, or leave, a Web page. Traffic data can tell you how long a visitor stayed, the average time spent on your web site and even what they liked to read. For instance, I know that my average visitor spends almost three minutes looking at something on my blog. I also know they read 1.92 articles each visit. This means that most people are pretty interested in the blog.
Popular articles — I can tell the top 10 articles read on my blog. This gives me a great idea of what subjects to write about again, and which to avoid. I am awful in predicting which articles will be a hit. By knowing what my readers like to read, I can publish content more directed to their interests. This would not be possible without tracking data.
Real-time data — You have the ability to monitor the activity of every visitor to your Web site in real time. You don't have to wait until the next week, next month or even the next day.
Exit/entry data — This can give you an idea of what attracted a person to your site and where they were on your site when they decided to leave. What got their attention and what turned them off?
Keyword data — What keywords are commonly used to search for you? This is extremely helpful in writing articles to gain SEO (Search Engine Optimization) ranking, placing AdWords campaigns, and describing what you do.
Search engines — Similar to keywords, you also learn the popular search engines used to bring the traffic to you. You'll be surprised how much difference there can be between the popular search engines. If I find success with a particular search engine, I'll try and maximize my SEO for that engine. When you find you are doing something right, stick to it!
So what does this mean? There are free tools for you to analyze any aspect of your Web page. This is no different than paying a consultant to analyze the strengths and weaknesses of your office staff. You stress about the quality of your "front line," that is, the people that answer your phones and greet patients as they arrive. Your Web page is no different.
By analyzing the many aspects of your traffic, you can easily gain the insights needed to turn them into patients. Best of all, the information is free, there is no catch, and it's not watered down. It's what Google does and what Web 2.0 means: open access.
Thursday, February 11, 2010
Randall Wong, MD: Online ads, part 2
Last week AdSense was introduced as a way for Web pages to display advertising and generate potential revenue. AdWords is the other arm of Google advertising where advertisers pay to place the ads.
AdWords can generate traffic to your web site without achieving a high page ranking with the search engines. AdWords are three-line (commonly text) ads with the headline in bold. These are paid ads that appear in the right panel of search results page or randomly on a Web page. With AdWords, you, the advertiser, pay Google to run the ads.
Read more
The key to the ad placements is the relevance of the ad to the content of the Web page or subject of the search. Google matches the keywords used in the headline with the content of what you are reading.
If you Google the phrase “adhesive bandages,” the Google ads on the right panel are paid by the advertisers that sell bandages.
The order in which the ads are placed are a function of the keywords used in the headline, the "strength" of the advertiser and the "quality" of the ad.
• Keywords - depending upon the keywords you choose to use in the headline, the more expensive. Google keeps track of all words used in actual searches and ranks them (look up 'keyword finder'). In theory, the more often a word is used for a search, the more traffic that word will generate. For example, using "Band-Aid" instead of adhesive strip might increase the cost of your ad.
• Subject category - The subject you choose, for instance "healthcare," may be quite competitive and may prove to be more costly. A more competitive category will drive up the price of available keywords.
• Advertisers that have a strong relationship with Google and place lots of ads get special attention and rates. This shouldn't be alarming; this is true of any business.
• Good ad/bad ad - Every ad is tracked. Google will keep count of the number of "impressions," that is, the number times an ad is shown. Google counts the number of clicks an ad generates. If the ad fails to generate enough traffic (say, two to three clicks per 1,000 impressions) the ad may get yanked. More successful ads that generate more clicks may increase placement.
As an advertiser, it is important to know that you can control every aspect of your ads.
• Budget - You pay only when your ad is clicked. The fee you pay Google is based upon the price paid per click. If your ad has 500 impressions (that means 500 hundred times your ad was placed), but only generated four clicks, you pay for the four clicks. You may set up a budget of how much you want to spend per day, per week, or per month.
• Location - You decide what region of the country to run your ad.
• Timing - You are able to control when the ads are run. Your ad may have a contact phone number. Why have the ad shown at 2 a.m. or weekends?
So what does this mean? Placing Google ads, or AdWords, are a great economical way to advertise your practice on the Web. Your advertising is targeted to the people looking for you. You pay only for "clicks" or people interested in your ad.
AdWords is a great, effective way to generate traffic to your Web site via targeted marketing.
AdWords can generate traffic to your web site without achieving a high page ranking with the search engines. AdWords are three-line (commonly text) ads with the headline in bold. These are paid ads that appear in the right panel of search results page or randomly on a Web page. With AdWords, you, the advertiser, pay Google to run the ads.
Read more
The key to the ad placements is the relevance of the ad to the content of the Web page or subject of the search. Google matches the keywords used in the headline with the content of what you are reading.
If you Google the phrase “adhesive bandages,” the Google ads on the right panel are paid by the advertisers that sell bandages.
The order in which the ads are placed are a function of the keywords used in the headline, the "strength" of the advertiser and the "quality" of the ad.
• Keywords - depending upon the keywords you choose to use in the headline, the more expensive. Google keeps track of all words used in actual searches and ranks them (look up 'keyword finder'). In theory, the more often a word is used for a search, the more traffic that word will generate. For example, using "Band-Aid" instead of adhesive strip might increase the cost of your ad.
• Subject category - The subject you choose, for instance "healthcare," may be quite competitive and may prove to be more costly. A more competitive category will drive up the price of available keywords.
• Advertisers that have a strong relationship with Google and place lots of ads get special attention and rates. This shouldn't be alarming; this is true of any business.
• Good ad/bad ad - Every ad is tracked. Google will keep count of the number of "impressions," that is, the number times an ad is shown. Google counts the number of clicks an ad generates. If the ad fails to generate enough traffic (say, two to three clicks per 1,000 impressions) the ad may get yanked. More successful ads that generate more clicks may increase placement.
As an advertiser, it is important to know that you can control every aspect of your ads.
• Budget - You pay only when your ad is clicked. The fee you pay Google is based upon the price paid per click. If your ad has 500 impressions (that means 500 hundred times your ad was placed), but only generated four clicks, you pay for the four clicks. You may set up a budget of how much you want to spend per day, per week, or per month.
• Location - You decide what region of the country to run your ad.
• Timing - You are able to control when the ads are run. Your ad may have a contact phone number. Why have the ad shown at 2 a.m. or weekends?
So what does this mean? Placing Google ads, or AdWords, are a great economical way to advertise your practice on the Web. Your advertising is targeted to the people looking for you. You pay only for "clicks" or people interested in your ad.
AdWords is a great, effective way to generate traffic to your Web site via targeted marketing.
Thursday, February 4, 2010
Randall Wong, MD: Online ads, part 1
Google is an advertising agency. Its main advertising strategy is based upon those three lined ads that pop up on the right side of a results page, sometimes on top of your e-mail and randomly placed within a Web site. There are two arms of Google's advertising program: AdSense and Adwords.
The text-based Google ads are the core of Google's main source of revenue (there are other types of ads, but the text ads are the most ubiquitous). The ads are there because they are relevant to something you are reading, in your search results, in your e-mail or on the Web site you are visiting. Google is about targeted advertising.
Read more
In the case of AdSense, if you own a Web page, you may place Google ads on your page for free. When visitors come to your page and click on one of these ads, you get paid. The more clicks you generate, the more you get paid. It's a risk free way to monetize your site to generate income.
Based on the content of your page/e-mail, Google places only ads that are relevant. Google has a ranking system that places only the more competitive ads for viewing. Don't worry, all you have to do is paste some code within your Web page, and Google does the rest. It automatically generates and changes the ads for you. That's it. Easy.
The amount of revenue you generate from AdSense is based upon the value of the ad (how much the advertiser is paying Google), the competition for the product (and keywords used), and your Web site traffic. The more people click, the more you generate.
As an AdSense user, you may filter the types of ads that appear. You may also block specific Web sites (say your competitor's Web site) from appearing on your page.
What Does This Mean? Truthfully, there is really little direct benefit for a medical practice or physician to use AdSense on a Web site promoting your own practice in terms of using it to monetize your site.
I use AdSense on both my Web pages. Some specialized equipment is needed for post-op recovery from retinal surgery. Several companies that rent this equipment advertise via AdWords/AdSense, and their ads to show up on my surgical pages. I probably make enough money to cover the costs of hosting the site, etc.
There are high volume sites that attract 10,000 or more visitors a month. At these numbers, AdSense revenue can be meaningful.
I have different expectations for my blog. The purpose of my blog, if you don't remember, is to promote the use of the Web as a credible source of health information. I work hard on the content of my blog. I am proud of the information and the manner in which I am publishing my articles.
AdSense places ads from “competing” sites. Most of these sites aren't worth a darn as most are really peddling a product with phony content. The value? AdSense brings these competitors to my readers' attention, only for my readers to realize the value of my site.
Enough for this week. Next week, Part 2: AdWords. This will be a more obvious tool for you!
The text-based Google ads are the core of Google's main source of revenue (there are other types of ads, but the text ads are the most ubiquitous). The ads are there because they are relevant to something you are reading, in your search results, in your e-mail or on the Web site you are visiting. Google is about targeted advertising.
Read more
In the case of AdSense, if you own a Web page, you may place Google ads on your page for free. When visitors come to your page and click on one of these ads, you get paid. The more clicks you generate, the more you get paid. It's a risk free way to monetize your site to generate income.
Based on the content of your page/e-mail, Google places only ads that are relevant. Google has a ranking system that places only the more competitive ads for viewing. Don't worry, all you have to do is paste some code within your Web page, and Google does the rest. It automatically generates and changes the ads for you. That's it. Easy.
The amount of revenue you generate from AdSense is based upon the value of the ad (how much the advertiser is paying Google), the competition for the product (and keywords used), and your Web site traffic. The more people click, the more you generate.
As an AdSense user, you may filter the types of ads that appear. You may also block specific Web sites (say your competitor's Web site) from appearing on your page.
What Does This Mean? Truthfully, there is really little direct benefit for a medical practice or physician to use AdSense on a Web site promoting your own practice in terms of using it to monetize your site.
I use AdSense on both my Web pages. Some specialized equipment is needed for post-op recovery from retinal surgery. Several companies that rent this equipment advertise via AdWords/AdSense, and their ads to show up on my surgical pages. I probably make enough money to cover the costs of hosting the site, etc.
There are high volume sites that attract 10,000 or more visitors a month. At these numbers, AdSense revenue can be meaningful.
I have different expectations for my blog. The purpose of my blog, if you don't remember, is to promote the use of the Web as a credible source of health information. I work hard on the content of my blog. I am proud of the information and the manner in which I am publishing my articles.
AdSense places ads from “competing” sites. Most of these sites aren't worth a darn as most are really peddling a product with phony content. The value? AdSense brings these competitors to my readers' attention, only for my readers to realize the value of my site.
Enough for this week. Next week, Part 2: AdWords. This will be a more obvious tool for you!
Thursday, January 28, 2010
Randall Wong, MD: Go on and say it!
Perhaps you would like to start a Web site or blog, but you are not sure you want to because...you don't have anything to say or are not sure anyone cares. There's an easy remedy: start commenting on blogs that you read.
One unique aspect of blogs (versus the old fashioned Web page) is that the reader may leave a comment. Comments serve several purposes and may be a useful way for you to get started on the Web.
Here are five reasons why you should start commenting:
Read more
1. Feedback - If you read an article and you have something worthwhile and relevant to say, leave a comment. Everyone loves feedback, especially bloggers. (I think even ER docs must love feedback!)
When I write, I have no idea if I got my message across, or more specifically if my writing was clear and cohesive. I can indirectly check by looking at the article's stats the next day, i.e. how many people read the article. I can also tell if my article was popular by seeing how many people "tweeted" about my article. But these are indirect methods.
It is rewarding to have someone leave a comment. This is direct evidence that my message was well received. It is a nice way to say "thank-you."
2. Web Presence - Starting to comment on blogs will start your Web 2.0 presence. Most blogs ask for your name, e-mail and Web address. The name and e-mail usually have to be legit and really function to block spammers.
On the other hand, your name will start your Web presence (in case you are hesitant). The search engines will actually start to keep track of you.
3. Web Traffic - Leaving a Web address with your comment will create, in the Web 2.0 world, an external link from the site you were just reading to your own Web site. External links are an important way to build traffic and increase your Web ranking.
By the way, the web address you provide can also be your Facebook page, LinkedIn site, etc.
Readers of your comment can also click directly on your Web site/Facebook page/Twitter page/etc. and read all about you. Some blogs, however, don't actually list these addresses.
4. People Do Care - As physicians we tend to trivialize our own knowledge and assume everyone shares the same information and that we have nothing special to say. Every one's ideas and interpretations are different. Web sites attract readers from various backgrounds.
Not everyone reading is a doctor!
Even if you have nothing different to say, it is worthwhile to validate the author's opinion with your own. Perhaps you disagree with the author; you might choose to compose a nice comment outlining your counterpoint. You are just creating a constructive conversation using your expertise! Web 2.0 is all about creating "conversations" and sharing information.
5. Get Used To It - Writing comments may be just the way to get used to writing on the Web. It should not be a bad experience. Contributing, especially as physicians, may be one way to improve the quality of health information on the Internet.
Commenting will let you experience, and get over, the anxiety of writing. You'll find people won't poke fun at you, snicker, or call you stupid. Instead, you'll find a whole world that is appreciative of your time and expertise. Just like in the office.
One unique aspect of blogs (versus the old fashioned Web page) is that the reader may leave a comment. Comments serve several purposes and may be a useful way for you to get started on the Web.
Here are five reasons why you should start commenting:
Read more
1. Feedback - If you read an article and you have something worthwhile and relevant to say, leave a comment. Everyone loves feedback, especially bloggers. (I think even ER docs must love feedback!)
When I write, I have no idea if I got my message across, or more specifically if my writing was clear and cohesive. I can indirectly check by looking at the article's stats the next day, i.e. how many people read the article. I can also tell if my article was popular by seeing how many people "tweeted" about my article. But these are indirect methods.
It is rewarding to have someone leave a comment. This is direct evidence that my message was well received. It is a nice way to say "thank-you."
2. Web Presence - Starting to comment on blogs will start your Web 2.0 presence. Most blogs ask for your name, e-mail and Web address. The name and e-mail usually have to be legit and really function to block spammers.
On the other hand, your name will start your Web presence (in case you are hesitant). The search engines will actually start to keep track of you.
3. Web Traffic - Leaving a Web address with your comment will create, in the Web 2.0 world, an external link from the site you were just reading to your own Web site. External links are an important way to build traffic and increase your Web ranking.
By the way, the web address you provide can also be your Facebook page, LinkedIn site, etc.
Readers of your comment can also click directly on your Web site/Facebook page/Twitter page/etc. and read all about you. Some blogs, however, don't actually list these addresses.
4. People Do Care - As physicians we tend to trivialize our own knowledge and assume everyone shares the same information and that we have nothing special to say. Every one's ideas and interpretations are different. Web sites attract readers from various backgrounds.
Not everyone reading is a doctor!
Even if you have nothing different to say, it is worthwhile to validate the author's opinion with your own. Perhaps you disagree with the author; you might choose to compose a nice comment outlining your counterpoint. You are just creating a constructive conversation using your expertise! Web 2.0 is all about creating "conversations" and sharing information.
5. Get Used To It - Writing comments may be just the way to get used to writing on the Web. It should not be a bad experience. Contributing, especially as physicians, may be one way to improve the quality of health information on the Internet.
Commenting will let you experience, and get over, the anxiety of writing. You'll find people won't poke fun at you, snicker, or call you stupid. Instead, you'll find a whole world that is appreciative of your time and expertise. Just like in the office.
Thursday, January 21, 2010
Randall Wong, MD: Ease into social media using PowerPoint
Using the Internet, Web 2.0 and social media can be as easy as using PowerPoint. Want to try? Web 2.0 and social media are pretty hefty terms to define in just one post, but let's chip away at it by using the example of a PowerPoint presentation.
Most docs are used to giving presentations. We give them to our colleagues, staff (in-service), patients, etc. More formal lectures are given at our medical and scientific meetings. Most of the time we use PowerPoint.
Web 2.0 is about sharing and collaboration. Take one of your PowerPoint lectures and upload to the Internet. There is a social media site call Slideshare. As YouTube is for videos, Slideshare is for presentations; Adobe, text, and PowerPoint.
Read more
Signing up for Slideshare is easy and free. Create your own user name and password, and upload your presentation. You need to type in your title and description. "Tags" are similar to keywords. It helps interested readers find you, both within Slideshare, and outside. You will also choose a category and then decide if viewers can download your presentation.
That's it! You are done! You are now using social media to contribute to the Internet. Using Web 2.0 philosophies, you are sharing your information, inviting others to review it and contribute.
Instead of giving your lecture to a few or hundreds, your lecture is now available for an unlimited number of people to view. You can also choose who is able to view your presentation by keeping the presentation private. If you want collaboration, you can allow people to download your file.
I created the presentation "Social Media: Why Not?" for medical practices. The presentation was uploaded several months ago. My social media for medical practices presentation was created on PowerPoint, and the SlideShare presentation is exactly how I formatted the lecture on my computer and works as easily as PowerPoint. The web site tracks all kinds of stats, such as the number of views, etc.
People interested in social media will search within the SlideShare.net website and might discover my presentation. Similarly, as the files are indexed by Google and other search engines, the lecture may appear if you were to Google about social media.
Best of all, people may share or tell others about your lecture by e-mail or social media. How?
By using a link to your presentation, people can use e-mail to share the link and your presentation. E-mail has its limits. Generally e-mails are shared between only two people; the sender and the receiver.
Instead, you or others that find your presentation interesting could post the link on Facebook, Twitter, LinkedIn, and other social networks to broadcast or share with others. Using these media, many can see your presentation simultaneously as all people subscribing/following/friends of the sender will be able to view the link.
Your message can become viral — and all you did was use PowerPoint.
Most docs are used to giving presentations. We give them to our colleagues, staff (in-service), patients, etc. More formal lectures are given at our medical and scientific meetings. Most of the time we use PowerPoint.
Web 2.0 is about sharing and collaboration. Take one of your PowerPoint lectures and upload to the Internet. There is a social media site call Slideshare. As YouTube is for videos, Slideshare is for presentations; Adobe, text, and PowerPoint.
Read more
Signing up for Slideshare is easy and free. Create your own user name and password, and upload your presentation. You need to type in your title and description. "Tags" are similar to keywords. It helps interested readers find you, both within Slideshare, and outside. You will also choose a category and then decide if viewers can download your presentation.
That's it! You are done! You are now using social media to contribute to the Internet. Using Web 2.0 philosophies, you are sharing your information, inviting others to review it and contribute.
Instead of giving your lecture to a few or hundreds, your lecture is now available for an unlimited number of people to view. You can also choose who is able to view your presentation by keeping the presentation private. If you want collaboration, you can allow people to download your file.
I created the presentation "Social Media: Why Not?" for medical practices. The presentation was uploaded several months ago. My social media for medical practices presentation was created on PowerPoint, and the SlideShare presentation is exactly how I formatted the lecture on my computer and works as easily as PowerPoint. The web site tracks all kinds of stats, such as the number of views, etc.
People interested in social media will search within the SlideShare.net website and might discover my presentation. Similarly, as the files are indexed by Google and other search engines, the lecture may appear if you were to Google about social media.
Best of all, people may share or tell others about your lecture by e-mail or social media. How?
By using a link to your presentation, people can use e-mail to share the link and your presentation. E-mail has its limits. Generally e-mails are shared between only two people; the sender and the receiver.
Instead, you or others that find your presentation interesting could post the link on Facebook, Twitter, LinkedIn, and other social networks to broadcast or share with others. Using these media, many can see your presentation simultaneously as all people subscribing/following/friends of the sender will be able to view the link.
Your message can become viral — and all you did was use PowerPoint.
Thursday, January 14, 2010
Randall Wong, MD: What's in a URL name?
The Uniform Resource Locator (URL) is the fancy name for a Web site address. The URL should be composed of keywords that describe your business or practice. It used to be that you’d just want to take your business name and add “.com,” but that won’t gain you much Web presence these days.
Carefully selecting a few keywords to construct your URL can give you a big jump on your competitors in terms of gaining a higher listing with the search engines. A smartly chosen URL is the first step to good search engine optimization.
For example, suppose Joe Smith, M.D., a pulmonary specialist living in Bedrock wants a Web page. It would be smarter for Joe to choose a URL such as "BedrockPulmonaryCare.com" instead of "JoeSmithMD.com."
Read more
Most people looking for a pulmonary doc in the Bedrock area will most likely choose words like "pulmonary," "doctor," and "Bedrock." Because these search terms are already in the URL, it will be noticed by the search engines and yield a higher listing. Joe Smith, M.D., may never come up on the listing. Easy?
Suppose the law firm of Wong, Wong, and Wong has a URL www.WeSueDocs.com. Can you guess what they do?
Once you have selected a few keywords, check out their strength using a keyword search tool. There are plenty of Web sites that will analyze your keywords and give you an idea of how popular, or how often, people use them for searches. And it's free.
I would suggest using ones generated by Google. The results are based on actual Google search queries.
Once you have chosen a few strong keywords, construct the URL and then test it. The search engines naturally break down any URL into useable words, so don't worry about confusing the search engines.
Test the URL at a place such as GoDaddy.com. Enter your new URL and see if it is available. If not, you may change a word, the order of the words, make a word plural, etc. Most of the time, the URL will be cheap since it is unlikely you will be using any "branded" keywords in the URL. Basically, certain keywords may cost more and this will be reflected in the price of the URL.
If you buy now, you own it. Rest assured, you don't have to do anything with the URL, but you have come up with a Web address!
Randall Wong, MD, is a retinal specialist in private practice in Fairfax, Va. Wong has a strong interest in Web 2.0, the Internet, and social media, and will write regularly about how social media can help build your practice and even improve healthcare.
Carefully selecting a few keywords to construct your URL can give you a big jump on your competitors in terms of gaining a higher listing with the search engines. A smartly chosen URL is the first step to good search engine optimization.
For example, suppose Joe Smith, M.D., a pulmonary specialist living in Bedrock wants a Web page. It would be smarter for Joe to choose a URL such as "BedrockPulmonaryCare.com" instead of "JoeSmithMD.com."
Read more
Most people looking for a pulmonary doc in the Bedrock area will most likely choose words like "pulmonary," "doctor," and "Bedrock." Because these search terms are already in the URL, it will be noticed by the search engines and yield a higher listing. Joe Smith, M.D., may never come up on the listing. Easy?
Suppose the law firm of Wong, Wong, and Wong has a URL www.WeSueDocs.com. Can you guess what they do?
Once you have selected a few keywords, check out their strength using a keyword search tool. There are plenty of Web sites that will analyze your keywords and give you an idea of how popular, or how often, people use them for searches. And it's free.
I would suggest using ones generated by Google. The results are based on actual Google search queries.
Once you have chosen a few strong keywords, construct the URL and then test it. The search engines naturally break down any URL into useable words, so don't worry about confusing the search engines.
Test the URL at a place such as GoDaddy.com. Enter your new URL and see if it is available. If not, you may change a word, the order of the words, make a word plural, etc. Most of the time, the URL will be cheap since it is unlikely you will be using any "branded" keywords in the URL. Basically, certain keywords may cost more and this will be reflected in the price of the URL.
If you buy now, you own it. Rest assured, you don't have to do anything with the URL, but you have come up with a Web address!
Randall Wong, MD, is a retinal specialist in private practice in Fairfax, Va. Wong has a strong interest in Web 2.0, the Internet, and social media, and will write regularly about how social media can help build your practice and even improve healthcare.
Thursday, January 7, 2010
Randall Wong, MD: Why blog?
A blog is an interactive Web site — unlike the older, more standard, Web site that remains static.
Back in the day, I started fiddling around with pages on my own using Microsoft's Front Page. I was part of a multispecialty ophthalmic practice. While I was their retina specialist, I couldn't understand why we advertised refractive eye procedures on the radio, etc., without a Web page. My partners didn't understand.
If we offered state-of-the-art eye procedures, shouldn't we have a Web page?
I spent two years creating a 65-page Web site. It included everything about the practice, including information about the hi-tech laser procedures we were offering.
Read more
Back then, any changes to the site were made by me, for free.
Eventually, we turned the site over to some professionals. It cost about $10K to transform the site with fancy artwork and Flash. But the content was the same. It never changed. Never. Any time we had to change the site, it cost us money — a lot. So the page was never updated. It became stale. Back then, Flash was king; content didn't matter.
Google changed the game in 2006. By dominating the Internet search market, Google added relevance to the Internet. In short, that meant that Google would pay attention to Web sites with good, fresh, relevant content. Web pages that became stale would fall in rankings.
Fancy images and Flash no longer mattered. The tricks used to gain high rankings (i.e. meta tags, and now, keywords) became obsolete and worthless.
Content became king. Fresh and relevant content rules.
And now back to blogs.
With the old, static Web sites, it is difficult to add information, or content, to the Web. The traditional Web site requires separate software to design the site. This software generally resides on a specific PC, laptop, or server. It is hard to make changes. For instance, if you wanted to add an article about H1N1, you'd have to contact the Webmaster to make the changes. And it may cost. Web sites that remain static lose ground (i.e. ranking) with Google, and your Web ranking falls.
Ever try making changes to your own Web site?
Blogs became very popular initially because they were interactive. They allowed the reader to become proactive and comment about a particular topic. The blog writer offered a point and the reader could offer the counterpoint.
The Web now became more dynamic. Content was added immediately, without fluff, yet without cost. The reader simply had to leave a comment. There are over 200 million blogs.
Spam and porn artists have ruined the interactive portion of blogs. (Porn and spam artists have used the comment portion of the blogs as portals for advertising. They can leave a link to their sites as a comment. The link is then published for all to view.) But blogs still have remained popular. Why?
Blogs rule because the software is easy to use and simple to add content. All you need is an Internet connection. I use Wordpress.org (Wordpress.com) for my blog. It is free, and offers hundreds of templates - I don't have to design a thing. I can write an article and post in minutes. No cost. If I want to be a little creative, making it look like any other Web page is a breeze. My site costs me less than $10 per month.
Blogs rule because they are dynamic. They are constantly refreshed with new content, which, remember, Google likes. Blogs allow Web sites to be content focused — the basis of high ranking with Google and other search engines.
Randall Wong, MD, is a retinal specialist in private practice in Fairfax, Va. Wong has a strong interest in Web 2.0, the Internet, and social media, and will write regularly about how social media can help build your practice and even improve healthcare.
Back in the day, I started fiddling around with pages on my own using Microsoft's Front Page. I was part of a multispecialty ophthalmic practice. While I was their retina specialist, I couldn't understand why we advertised refractive eye procedures on the radio, etc., without a Web page. My partners didn't understand.
If we offered state-of-the-art eye procedures, shouldn't we have a Web page?
I spent two years creating a 65-page Web site. It included everything about the practice, including information about the hi-tech laser procedures we were offering.
Read more
Back then, any changes to the site were made by me, for free.
Eventually, we turned the site over to some professionals. It cost about $10K to transform the site with fancy artwork and Flash. But the content was the same. It never changed. Never. Any time we had to change the site, it cost us money — a lot. So the page was never updated. It became stale. Back then, Flash was king; content didn't matter.
Google changed the game in 2006. By dominating the Internet search market, Google added relevance to the Internet. In short, that meant that Google would pay attention to Web sites with good, fresh, relevant content. Web pages that became stale would fall in rankings.
Fancy images and Flash no longer mattered. The tricks used to gain high rankings (i.e. meta tags, and now, keywords) became obsolete and worthless.
Content became king. Fresh and relevant content rules.
And now back to blogs.
With the old, static Web sites, it is difficult to add information, or content, to the Web. The traditional Web site requires separate software to design the site. This software generally resides on a specific PC, laptop, or server. It is hard to make changes. For instance, if you wanted to add an article about H1N1, you'd have to contact the Webmaster to make the changes. And it may cost. Web sites that remain static lose ground (i.e. ranking) with Google, and your Web ranking falls.
Ever try making changes to your own Web site?
Blogs became very popular initially because they were interactive. They allowed the reader to become proactive and comment about a particular topic. The blog writer offered a point and the reader could offer the counterpoint.
The Web now became more dynamic. Content was added immediately, without fluff, yet without cost. The reader simply had to leave a comment. There are over 200 million blogs.
Spam and porn artists have ruined the interactive portion of blogs. (Porn and spam artists have used the comment portion of the blogs as portals for advertising. They can leave a link to their sites as a comment. The link is then published for all to view.) But blogs still have remained popular. Why?
Blogs rule because the software is easy to use and simple to add content. All you need is an Internet connection. I use Wordpress.org (Wordpress.com) for my blog. It is free, and offers hundreds of templates - I don't have to design a thing. I can write an article and post in minutes. No cost. If I want to be a little creative, making it look like any other Web page is a breeze. My site costs me less than $10 per month.
Blogs rule because they are dynamic. They are constantly refreshed with new content, which, remember, Google likes. Blogs allow Web sites to be content focused — the basis of high ranking with Google and other search engines.
Randall Wong, MD, is a retinal specialist in private practice in Fairfax, Va. Wong has a strong interest in Web 2.0, the Internet, and social media, and will write regularly about how social media can help build your practice and even improve healthcare.
Thursday, December 10, 2009
Randall Wong, MD: Authority - learn to use it
“Whatever you say, you’re the doc!” That was the old days.
Establishing trust between a patient and doctor is easy. How is it we gain our patients’ trust? How do we convince them so easily to follow our recommendations?
We have authority.
We earned our degrees. We earned the white coat. We earned the authority that comes with the territory of being a doctor. With the authority comes trust. People inherently trust authorities.
Let’s face it, most patients come to you naively. Usually through recommendation from someone they trust; be it their own doc or a friend or a neighbor. Do they really know the difference between doctors? How can they? They act on the word of someone they trust.
In the old days, we’d treat patients, patients got better, we’d gain respect. Appreciative patients tell others, you lecture periodically at the hospital, retirement homes, etc., and your practice grows.
Then the Internet ruined everything.
Read more
Doctors don’t like the Internet. That’s nowadays.
Nowadays, it is pretty common that patients arrive at your office with lots of questions, usually off-target, printouts of articles and their own, preconceived, treatment plan. The “authorities” on the Internet have empowered our patients by providing them information — but usually wrong information.
How frustrating it is to “unteach” from the Internet. How difficult it is to be challenged due to the bogus information provided by these perceived authorities. How disappointing to be blind-sided by a “few more questions” only to witness pages of questions emanating from a manila envelope.
We can change this.
Alas, the Internet can build your practice; it can make you a better doctor. How to change this? Remember, we are the authority. With authority comes trust. On the Internet, there is no difference between authority and perceived authority. You and I are used to the concept of peer review (as in peer-reviewed journals). It validates our writings, publications and establishes true authority.
The Internet is about perceived authority. He who publishes becomes the authority. He who makes the effort, becomes the authority. This is the problem (and the opportunity). There are not enough (or any) authorities contributing to the Internet. At present, any “yahoo” (Ok, bad pun) can publish and become an authority. While this seems harmless for trying to fix the refrigerator or come-up with the best way to slow cook ribs, there is a problem when it comes to health information.
Does this invalidate the Internet? No.
This creates a tremendous opportunity for physicians to become active contributors to the Internet. Why not create sources of credible information on the health issues that you deal with everyday? Why not change the quality of the information on the Internet to benefit your patients, yourself and beyond?
Let’s pretend you are not the world’s expert on, say, colds, but you know a lot about colds and treat patients everyday with colds. You could say that you are an authority on the common cold. Now, let’s now pretend that you have a Web site. Everything you wrote about, just like everything you tell your own patients, would carry the same clout to your readers. You would write about everything you know about colds.
You don’t have to give medical advice (that’s kind of a grey, lawsuit area anyway). You just have to write down, preferably in the same manner in which you speak in the office, what you know about the common cold. The difference? Your Web site would be straight forward, contain useful information, and would be credible.
Get the idea? You’d be sharing the same knowledge with many over the Internet instead of one at a time as you do now. The same trust that is imparted to you in the office is imparted to you on the Internet. The only difference is you are not face to face — yet.
Remember that Clairol commercial? A woman told two friends about the shampoo, and they told two friends and so on … Let’s suppose that someone develops a cold. He uses Google, Yahoo, or Bing to search colds. Up comes your page on “Colds: Signs, Symptoms and Treatments” authored by you, Dr. Joe, MD. This person might decide to call you about his cold. He has read what you have written, understands what you have to say, and is impressed.
Not only does he call your office and keeps his appointment, but he comes in already informed about colds. He found a good source on the Web. You don’t have to “unteach” him. He has been taught properly the first time. He has no anxiety, he know what you are going to say. He asks good questions, he seems really appreciative.
Who wins? You both do. He has had a great experience and feels that he should share it through the world via social media. He’ll tells lots and they tell lots and so on and so on.
Perhaps it is an example using the extremes, but the potential is definitely there for us to reshape the healthcare information dispersed to our communities and farther on.More and more patients rely on the Internet. Why don’t we meet them there?
Randall Wong, MD, is a retinal specialist in private practice in Fairfax, Va. Wong has a strong interest in Web 2.0, the Internet, and social media, and will write regularly about how social media can help build your practice and even improve healthcare.
Establishing trust between a patient and doctor is easy. How is it we gain our patients’ trust? How do we convince them so easily to follow our recommendations?
We have authority.
We earned our degrees. We earned the white coat. We earned the authority that comes with the territory of being a doctor. With the authority comes trust. People inherently trust authorities.
Let’s face it, most patients come to you naively. Usually through recommendation from someone they trust; be it their own doc or a friend or a neighbor. Do they really know the difference between doctors? How can they? They act on the word of someone they trust.
In the old days, we’d treat patients, patients got better, we’d gain respect. Appreciative patients tell others, you lecture periodically at the hospital, retirement homes, etc., and your practice grows.
Then the Internet ruined everything.
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Doctors don’t like the Internet. That’s nowadays.
Nowadays, it is pretty common that patients arrive at your office with lots of questions, usually off-target, printouts of articles and their own, preconceived, treatment plan. The “authorities” on the Internet have empowered our patients by providing them information — but usually wrong information.
How frustrating it is to “unteach” from the Internet. How difficult it is to be challenged due to the bogus information provided by these perceived authorities. How disappointing to be blind-sided by a “few more questions” only to witness pages of questions emanating from a manila envelope.
We can change this.
Alas, the Internet can build your practice; it can make you a better doctor. How to change this? Remember, we are the authority. With authority comes trust. On the Internet, there is no difference between authority and perceived authority. You and I are used to the concept of peer review (as in peer-reviewed journals). It validates our writings, publications and establishes true authority.
The Internet is about perceived authority. He who publishes becomes the authority. He who makes the effort, becomes the authority. This is the problem (and the opportunity). There are not enough (or any) authorities contributing to the Internet. At present, any “yahoo” (Ok, bad pun) can publish and become an authority. While this seems harmless for trying to fix the refrigerator or come-up with the best way to slow cook ribs, there is a problem when it comes to health information.
Does this invalidate the Internet? No.
This creates a tremendous opportunity for physicians to become active contributors to the Internet. Why not create sources of credible information on the health issues that you deal with everyday? Why not change the quality of the information on the Internet to benefit your patients, yourself and beyond?
Let’s pretend you are not the world’s expert on, say, colds, but you know a lot about colds and treat patients everyday with colds. You could say that you are an authority on the common cold. Now, let’s now pretend that you have a Web site. Everything you wrote about, just like everything you tell your own patients, would carry the same clout to your readers. You would write about everything you know about colds.
You don’t have to give medical advice (that’s kind of a grey, lawsuit area anyway). You just have to write down, preferably in the same manner in which you speak in the office, what you know about the common cold. The difference? Your Web site would be straight forward, contain useful information, and would be credible.
Get the idea? You’d be sharing the same knowledge with many over the Internet instead of one at a time as you do now. The same trust that is imparted to you in the office is imparted to you on the Internet. The only difference is you are not face to face — yet.
Remember that Clairol commercial? A woman told two friends about the shampoo, and they told two friends and so on … Let’s suppose that someone develops a cold. He uses Google, Yahoo, or Bing to search colds. Up comes your page on “Colds: Signs, Symptoms and Treatments” authored by you, Dr. Joe, MD. This person might decide to call you about his cold. He has read what you have written, understands what you have to say, and is impressed.
Not only does he call your office and keeps his appointment, but he comes in already informed about colds. He found a good source on the Web. You don’t have to “unteach” him. He has been taught properly the first time. He has no anxiety, he know what you are going to say. He asks good questions, he seems really appreciative.
Who wins? You both do. He has had a great experience and feels that he should share it through the world via social media. He’ll tells lots and they tell lots and so on and so on.
Perhaps it is an example using the extremes, but the potential is definitely there for us to reshape the healthcare information dispersed to our communities and farther on.More and more patients rely on the Internet. Why don’t we meet them there?
Randall Wong, MD, is a retinal specialist in private practice in Fairfax, Va. Wong has a strong interest in Web 2.0, the Internet, and social media, and will write regularly about how social media can help build your practice and even improve healthcare.
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