Ophthalmologists ahead of other docs in social media use

SEATTLE – Eye doctors and the broader ophthalmology community seem to be embracing social media and Internet marketing tools to build their practice and attract new patients more than any other physician segment, according to Avvo, which touts itself as the world’s largest online directory for doctors and lawyers.
According to the company’s March 2011 metrics, which tracks doctors’ adoption of their site as a core social media and Web strategy, ophthalmologists have flocked to Avvo to build their online profile and update their professional credentials.
“Avvo is a great place for me to keep one step ahead,” said Andrew Doan, a San Diego-based ophthalmologist who actively participates in the site. “My profile enables me to showcase my expertise, while answering questions in the Q&A forum provides the opportunity to connect with potential patients – all for free… [Avvo] is an effective and easy-to-use marketing platform that all physicians should consider when establishing their online presence.”
“When it comes to online marketing, eye doctors are demonstrating 20/20 foresight,” said Mark Britton, founder and CEO of Avvo.com. “Whether it is answering questions, posting Health Guides or simply buffing out their Avvo profiles, they are leading the pack in using Avvo to power their practices.”
While certain medical segments have been slower to adopt Internet marketing strategies to their advantage, Avvo explains that eye doctors have been instrumental in leading the way for other specialty niches. Eye doctors are extremely savvy in transitioning their small medical businesses to “big” businesses with a few successful strategies that have included a shift in their marketing focus. Many ophthalmologists who previously used traditional marketing such as print ads, fliers, direct mail and telephone directory advertising, now use social media and search optimization to sell their services. This medical niche, more than any other, is seeing how they can re-tool their marketing budgets to generate stronger ROI when it comes to patient visibility.