(Amanda Kanaan, President of WhiteCoat, spoke Monday, October 8th, 2012 at American Osteopathic Association’s annual conference in San Diego, CA)
Article published by The DO – AOA’s Membership Magazine
By Rose Raymond / Staff Editor
October 8th, 2012
Physicians are often quick to adopt the latest tools when it comes to treating patients, but they don’t always see a need to update technology in other areas of practice management, such as marketing.
Today’s physicians can’t afford to ignore the potential impact of Web and social media engagement on their business, said Amanda Kanaan, the president of WhiteCoat, a medical marketing agency that caters to physicians. Eighty percent of Internet users have searched online for health information, according to 2011 Pew Internet research. Web-shy physicians are missing chances to gain new patients, she said.
In an OMED session Monday, Kanaan gave tips to physicians on creating or revamping a website, driving traffic to it and using social media.
For physicians who have yet to dive into the Web realm personally, Kanaan offered a painlessly easy first step: Google yourself.
“Get out your computer, Google your name, Google your practice, and see what your patients are seeing when they Google you,” she said.
Physicians who haven’t done this yet will be fascinated by what they find, she said and will see the opportunity to market themselves online.