Keep pace with social media

The ESCRS Practice Management and Development Committee has invited three global refractive marketing experts to conduct a Masterclass in Copenhagen to assist practices of all sizes stay current with the latest marketing strategies by implementing proven ‘best practice’ strategies.

The Masterclass is being held on Sunday, September 11 from 9 am – 5 pm during the XXXIV Congress of the ESCRS at the Bella Center, Copenhagen, Denmark. Michael Malley, president & founder of CRM Marketing Group,will be joined by fellow faculty instructors, Jillyn Johnson, president of SearchIt Media and Michael King, president of ProfitConnector.

The course is free of charge but delegates are advised to arrive on time as space may be limited.

“The faculty we have invited features two of the very best ophthalmic digital and social media experts in their field and the content they will be sharing is truly invaluable to today’s practices,” said Malley. “Jillyn and Michael have reached the top of their respective fields in ophthalmology because of their front-line marketing success in some of the world’s most competitive markets.”

BREAKOUT WORKSHOPS

During small-group breakout workshops, ophthalmic digital marketing expert, Michael King, will share how using Facebook custom audiences, retargeting campaigns, remnant advertising and other social media platforms can significantly increase your patient volume. “I’ve spent the last 12 years marketing King LASIK into one of the most successful LASIK practices in North America,” he said. “In Copenhagen, I will be sharing many of my most secret, tried and true strategies responsible for our growth during the past decade.” King said that after attending the Masters Marketing Course, attendees will be able to immediately apply these proven strategies when they return to their practices:

• Convert more leads to office visits.

• Maximize physician reputation management.

• Implement patient referral marketing.

• Conduct ‘live’ Facebook procedures.

• Engage in effective Facebook advertising.

In her breakout sessions, Jillyn Johnson will teach experienced and novice attendees how to maximize your rank/position on Google and Bing at the lowest possible costs. Attendees will also learn how to be first in their market to leverage Google’s 2016 newest features, including:

• Price Extensions

• Promoting Google map pins

• Benefitting from right-hand rail ads elimination

“We’re going to show attendees how to be everywhere online that is relevant and timely,” Johnson said. “We’ll also share how practices can quickly identify what is NOT working and how to use A/B split testing to measure and test ALL creative strategies.”

GOOGLE ADWORDS

Johnson will share the basics of Google AdWords, including tips on how to improve your existing paid search campaigns and getting more value from display banners and landing pages. She will include ophthalmic case studies and show how data gathered from Google can offer information on budget setting, marketing creative, web site redesigns, and new markets for expansion. “In this workshop, attendees will see how Google Pay-Per-Click advertising is not just an additional source of website traffic, but rather a wealth of information that can lead to smarter, executive decisions about your market, your customers, and your go-to-market advertising strategies,” she said.

Malley says educational classes like the ESCRS Practice Management and Development Masterclass can help practices bypass the lengthy and costly process of learning on your own or using ‘trial & error’ marketing methods. “The two main benefits of our course are that ALL of the strategies we’ll discuss are proven and we are going to show attendees how to shorten the implementation process,” he said. “Everyone should be able to leave our course at the end of the day and be fully prepared to launch these affordable and successful tactics.”

“During the past 28 years of my professional marketing career, I have played an integral role in helping the general public understand the benefits of the latest breakthroughs in ophthalmic technology and surgical techniques,” said Malley. “I have also seen how rapidly our educational and promotional efforts have shifted from traditional media to new age digital and social media.

Malley encourages doctors and practice management staff to come prepared to see how you they can leverage their cutting edge digital marketing strategies into your practice for amazing results. “We’re presenting actual campaign success strategies,” he said.

The Masterclass is designed to turn the novice or intermediate digital / social media staff member into a confident and knowledgeable social marketer. Using specific examples from actual social media strategies employed in high volume LASIK practices, the course will provide the instruction, education and step-by-step process of taking your online marketing efforts to the next level. Attendees will also be provided the analytics tracking data and reporting information needed to benchmark all digital campaigns and monitor progress.

* For the full ESCRS Practice Management and Development Masterclass, visit http://www.escrs.org/Copenhagen2016/programme