In today’s hyperconnected, hypermobile world, it’s essential for dermatologists to have a well-conceived website, and preferably a practice name that includes their location or geography.
Gone are the days where patients remained with one practice for decades. People are more mobile today, and dermatologists have more competition. So, reaching new patients is as essential as retaining current patients, Dr. Stephen Mandy said to his audience at the annual meeting of the American Academy of Dermatology.
Dr. Mandy is the only dermatologist in Miami’s South Beach area. His practice’s name: South Beach Dermatology. Nearly 40% of his new patients come to his practice through his website he said.
His site, www.mandymd.com, is professionally designed, and it has keywords that patients might use in search engines to find a dermatology practice or information about various treatments. The site also is optimized for mobile platforms, because nearly half of the Google searches are mobile, he said.
Dr. Mandy also trademarked his practice’s name. Trademarks not only prevent others from stealing the name, they add value to the practice if the physician decides to sell it at some point, Dr. Mandy noted. (You can apply for a trademark at uspto.gov/trademarks/teas/index.jsp).
Social media remains a mixed bag, and caution is key, he added.
Dr. Mandy recommended tuning into various rating sites, such as Yelp. “Watch for comments about you. You can’t change them, but you can encourage patients who are happy to go on there and leave a positive comment,” he advised.
Dr. Mandy said he uses Facebook to post news and information about dermatology, or to announce special offers and events. He said dermatologists should be cautious about posting before and after pictures on social media sites due to privacy issues and laws.
And for those who choose to hire a website manager, look for someone familiar with dermatology, or with medicine in general, Dr. Mandy advised.
Dr. Mandy had no relevant relationships to disclose.
--Naseem S. Miller