Marketing in the digital age is a whole new ballgame, according
to Elizabeth Mansfield, Outsource Marketing Solutions, though it’s
not necessarily one that everyone wants to play. In the past,
practices generally relied on word-of-mouth referrals, yellow page
ads, and mailings to lists of likely contacts. Now, Mansfield says,
you need, “a piece of Internet real estate…. You can find almost
anyone on the web if you type them [into the search engine], but
people like to see a site that belongs to you, and then you can use
that in so many different ways to amplify your word of mouth.”
Those ways vary from purchasing advertising from web browsers to
“Web 2.0” functions–Internet features that allow patients to
interact with websites, even adding to them, and allow
practitioners to address existing and potential patients and
referral sources in novel ways.
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