Plastic Surgery 2009: Strategic Edge Partners With ASPS

November 6th, 2009 by rob_sheie

Plastic Surgery 2009 was a great success for all of us at Strategic Edge and our new partners, the American Society of Plastic Surgeons. The meeting gave us a chance to connect with ASPS members and offer expanded WebGOLD services in the future.

Strategic Edge president Dana Fox, and VP of internet marketing Eva Sheie both gave presentations on topics such as "Practicing in a Fickle Economy" and "Advanced Internet Marketing."  We hope those who attended were able to gain something from these discussions.

The new endorsement by the Society to assist their membership is an honor, and we all look forward to helping ASPS members grow their practices through our unique brand of marketing.

Why Strategic Edge was chosen to partner with ASPS.

During the course of the meeting, several people expressed their curiosity regarding just how this partnership was formed.  The partnership stems from the relationship that Dana Fox has developed with ASPS over the years.  She has cultivated trust among those at the top of the organization as well as those who work directly in our field of web marketing.

During discussions with them, it became apparent that we had a common vision.

It was clear that the benefits Strategic Edge could add to the WebGOLD program would be beneficial for ASPS members - not only those who have been in practice for many years, but also those who are still in process of becoming board certified.

Strategic Edge is a dedicated company, focused specifically on the development and efficacy of our clients’ websites.  We’ve gathered an excellent team of marketing professionals, and because of our research and industry experience, we are able to truly refine the opportunities a website can elicit for our clientele.  The originality and innovation of Strategic Edge is perfectly in line with the ASPS desire to move forward with WebGOLD.

We take pride in producing websites that actually work for our clients and believe that our work is ultimately about them – not about us.  For example, if a client can’t afford everything they’d like to have on their website initially, we enjoy working with them and supporting their growth over time, adding elements to their sites as they are needed in order to help them grow.

Enhanced WebGOLD services

The existing Internet-based program ASPS has made available to their members was deemed worthy of being continued and even improved upon for the benefit of the membership.

The programs we have developed allow members to retain the cachet of an association with ASPS, while gaining the advantage of wonderfully robust content and technical prowess, all at a price that is affordable.  Our meetings with doctors have made it clear that they appreciate being able to utilize the content we offer and the technical mechanisms we have put in place to increase their web prominence.

WebGOLD Until Now….

During the meetings, we had the pleasure of working with Mary Sikorski, who has done a yeoman’s job all by herself handling nearly 200 accounts. What she has been able to accomplish on her own is nothing short of incredible, but to handle the inevitable increase in work – in marketing, web development, and tech support – she knew a change would be necessary.

She needed a team that could build upon the excellent foundation she has developed and maintained over time.  Mary’s value to us and the ASPS is obvious; she knows each account intimately and has been generous in helping Strategic Edge as we transition.

We hope ASPS members will take advantage of the opportunity that is before them because it stands to benefit them significantly.

The Right and Wrong Way to Create a Cosmetic Surgery Billboard

November 6th, 2009 by rob_sheie

Billboards advertising plastic surgery seem to be popping up more frequently as of late, and they’re getting attention. Unfortunately, for many of them it’s the wrong kind of attention.

The folks out there who aren’t acquainted with your services may have some reservations about cosmetic surgery , which will be made public if you offend the most vocal persons of that group. For many practices, the ability to market cosmetic surgery in a tasteful manner doesn’t come naturally and they implement campaigns that offend. Others are probably steered in the wrong direction by well-meaning marketing consultants.

Case in point : this billboard in rural Wisconsin. Aside from the illogical nature of the message (noted by the City Pages ), it may be received as too risqué and distasteful.  In other words, the billboard is a likely target for "not in my backyard" syndrome.

The relationship between online marketing and billboard advertising can be very close and even work in sync, but that doesn’t mean the two can be identical. A billboard speaks to those who aren’t seeking your services, while online marketing caters to those who are – a difference that necessitates a more reserved approach for the former. However, we wholeheartedly advise that you integrate your web design (as a part of your brand) in your billboard and by all means - put the URL on it!

Minnesota dermatologist and cosmetic surgeon Dr. Patrick Carney, recently had this billboard designed.

The design closely resembles his website, the content is discreet, and the URL is clearly posted.  Job well done!

Why should cosmetic surgeons write their own blog?

August 25th, 2009 by eva

Blogging is a great way to create a dynamic and effective web presence.

You’ve heard about it and you’re probably wondering what the big deal is. Isn’t blogging just sharing your personal journal with the world? It may have started out like that, but today, blogging is a highly versatile method of maintaining a web presence and being competitive.

The cosmetic surgery  practices that are able to connect with patients online at the most authentic level, as if they’re speaking face to face, are reaping huge marketing benefits. Strategic Edge’s President Dana Fox says that “because many doctors tend to be scientists first and communicators second, this is no easy task. Patients are craving experiences with authentic people.  The more real you are, the more your patients will feel like they have made the right choice.  A blog is a great way to connect.”

You need “bedside manner” on the Internet too.

Doctors now have to work harder than ever at communicating warmth, approachability and sincerity. “Social Media” has taken over and everything online is affected: how we find a great vacation spot, how we vote, how we even find compatible life partners, and oh yes, how we find a cosmetic surgeon.

See some of our clients’ plastic surgery blogs here:

Why Sites Like RealSelf.com Are Thriving

March 4th, 2009 by eva

Seattle-based RealSelf.com founder Tom Seery recently wrote a guest post at TechFlash addressing the success of new Web 2.0 sites focused on specific professional groups like doctors, lawyers, real estate, and teachers.

Seery says the one of the reasons behind their recent success is that “their target customers are extremely information intensive buyers, thus benefit from discussions with experts and in connecting to others who can relate to similar experiences. People considering elective surgery, suing a contractor, or buying a downtown condo often lack familiarity with the purchase process and are making an emotional, expensive, and potentially life-changing decision.”

He also points out that doctors “are getting a low return on investment from Yellow page providers. They can’t measure the results from print media ads. And they have found that online lead generators produce poor leads.”

We agree, and have found the quality of paid online directories and lead generators to have declined steeply over the last year. Our philosophy is that any marketing initiative you try should have a good ROI, or you shouldn’t be doing it.

Read Tom’s entire article at TechFlash.com

A new and easy tool for updating your business listings

February 19th, 2009 by eva

GetListed.org is a great new tool for updating all of your most important business listings in one place. getlisted

You can use GetListed.org to submit your business to Google, Yahoo!, Best of the Web (the free listing) and Live Search. Google will give you the option verify your information via phone or snail mail. We recommend verifying by phone, it’s faster and the postcard seems to get lost a lot.

We would do this for you, but Google prefers to have the actual business owner add and claim a business instead of an SEO. Live Search will also send a follow up verification via postal mail.

And we’re always here to help, of course!

A simple quote grows and takes on a life of its own

November 13th, 2008 by eva

Las Vegas cosmetic surgeon Samir Pancholi was quick to reply when we pitched him an opportunity to provide a quote to a New York Times reporter about helping patients quit smoking before surgery.

The story was published in print and online on August 13, 2008 and is titled Want a Face Lift? First, Better Stop Smoking. Since publication, the article has been reprinted and syndicated dozens of times, on sites like tobacco.org, the International Herald-Tribune, and many other local and national news sites.

The Las Vegas Sun picked up the story and expanded it, publishing another version on November 13, 2008 titled Doctor Refuses Plastic Surgery To Patients Who Smoke.

Pitching reporters isn’t complicated - you just have to know what they want and give it to them in the right package. Usually this means 2-4 sentences that can be dropped almost instantly into their story, and being interesting rather than regurgitating the same old droll surgeon-speak answers.

What’s the benefit to the doctor? Creating a respectable journalistic history lends an enormous amount of credibility to your reputation and leads to more free PR down the road.

Advertising in a Weak Economy

October 22nd, 2008 by eva

Welcome 4th Avenue Media to Strategic Edge Partners!

Learn to blog in three minutes!

August 27th, 2008 by eva

Great Web Tools: Google Local

August 21st, 2008 by eva

Some of the best free resources on the web are free! We can’t stress enough how important it is to do some of these simple things.

Google Local Search is free, it’s critical for search marketing, and takes a few minutes to sign up and verify. Sign up for Google Local and get moving!

From The Trenches: The New “Ork” Times

August 21st, 2008 by eva

We successfully helped our client pitch the New York Times last week, for a piece about plastic surgeons who help their patients quit smoking.

While the Times reporter was preparing the article, the doctor was expecting her to call his office and cautioned the front desk to interrupt him if the reporter happened to call.

Hours later, he came out and asked the receptionist, “Did the New York Times call?” to which she responded in all seriousness, “Nope, only the New Ork Times.”

This really happened.

Need help with staffing? We’re here for you.