Moves to Help Build Your Dream Practice
By Deborah Li, BA
Key Takeaways:
Regularly monitor your online presence to ensure that you are represented consistently and accurately.
Invest in relationships with local optometrists, primary care physicians, and community members to establish a strong network.
Use social media strategically to build credibility and connect with your audience.
With the clinical aspects of practice at the forefront of many Ophthalmologists’ minds, it’s easy to overlook the non-clinical factors that are essential for growth and long-term success. One of the many fantastic panel discussions during the Spring 2024 RWO Virtual Conference, “Moves to Help Build Your Dream Practice” reminded us to fill this gap. Whether you are just beginning your career or looking to grow your practice, the following tips will guide you through some of the many important considerations to take into account.
“Moves to Help Build Your Dream Practice”, moderated by Dr. Karl Stonecipher and Dr. Dhruv Sethi, featured three presentations from Dr. Ravi Goel, Dr. Sheri Rowen, and Dr. Nicole Bajic. Each shared valuable insights for ophthalmologists at any point in their career.
Dr. Ravi Goel, a cataract surgeon in Cherry Hill, NJ who has near-perfect online ratings, discussed “The Good, the Bad, and the Ugly: How to Manage Online Reviews.” He highlighted the importance of actively monitoring and managing one’s online reputation through five key pearls:
One photo: One, consistent, professional photo is critical to maintaining brand identity and recognition
Content curation: Regularly Google your name to ensure that the information across different websites is accurate and consistent
Patient engagement: Media presence such as creating YouTube videos or speaking on podcasts can give patients information they need to make useful decisions. A positive media presence can counterbalance negative reviews.
Addressing negative reviews: Do not ignore negative reviews. Reach out to the patients and ask them to contact your office directly – never address concerns directly online due to HIPAA regulations.
Social media engagement: Having an active presence on social media allows you to shape your narrative and engage with your audience.
Learn how to elevate your practice by joining us for Real World Ophthalmology's "Top Ten Things I Wish I Knew Sooner" on September 28, 2024. Don't miss our “About the Superhero Business” session with Drs. Ravi Goel, Diane Hilal-Campo, Meenakshi Chaku, Christina Prescott, and Mat Baugh COT, OCS, OCSR.
In “Field of Practice Dreams: How to Grow Your Practice,” Dr. Sheri Rowen discussed how to make your name known. Having founded the Department of Ophthalmology at Mercy Medical Center in Baltimore, MD and started over in Newport Beach, CA, she has substantial experience in starting from scratch. Dr. Rowen reminded us that a common misconception is that starting or joining a practice will automatically bring in patients. Instead, you have to actively become a presence in the community to build a patient base. One way to do so is to get to know the optometrists and primary care physicians in your area to establish referrals. Visit them, build trust with them, and even give Continuing Medical Education talks to make your name known. On the patient-facing side, Dr. Rowen particularly values the “special touches” that can set you apart – for example, you can call your patients the night before surgery to check in on them. Dr. Rowen acknowledged that the “winning formula” for each physician is unique and it will take significant investment to find what will work for you.
Dr. Nicole Bajic is a comprehensive ophthalmologist at Cleveland Clinic who also maintains very successful social media profiles. She aptly gave a talk on “Developing Your Media Presence,” which she thinks is valuable not only to advocate for your patients and profession, but also to build credibility in your community. Dr. Bajic sees your media presence as a “public CV” that provides the flexibility to invest as much or as little as you feel comfortable with. She reminded us to keep in mind: what do you want to communicate? Ensure that your message is clear, concise, and easy to remember. Being a seasoned speaker, Dr. Bajic shared important tips when being interviewed, whether on television, the radio, or a podcast. Important “Do’s” include framing your story in the context of your message and preparing evidence-based facts and figures. “Don’ts” include speculating and repeating negative language in your answer – you don’t want your words to be misinterpreted later down the line.
Together, these wonderful talks offered key pearls about managing your presence in the community to make your name known and, in turn, grow your practice.
Deborah Li, BA
Deborah has been working with the RWO educational team since Spring 2024. She is a third-year medical student at Stony Brook University in New York. In addition to clinical medicine, Deborah is also interested in Medical Education – she has helped develop both courses and mentorship programs at Stony Brook. She has enjoyed looking ahead to see the practical aspects of Ophthalmology practice with RWO. In her free time, Deborah enjoys spending time with her family and trying new restaurants and workout classes in NYC.