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    6 steps to boost your practice with content marketing

    Editor’s Note: Welcome to “Eye Catching: Let's Chat,” a blog series featuring contributions from members of the ophthalmic community. These blogs are an opportunity for ophthalmic bloggers to engage with readers with about a topic that is top of mind, whether it is practice management, experiences with patients, the industry, medicine in general, or healthcare reform. The series continues with this blog by Julie Gough-Nelson, marketing director, Shepherd Eye Center, Las Vegas and Henderson, NV. The views expressed in these blogs are those of their respective contributors and do not represent the views of Ophthalmology Times or UBM Medica.

    The trend toward greater investment in content marketing is evident. Content marketing definitely was a major focus at a recent PR News Digital PR Conference.

    My fellow blogger at HealthComU presented at the conference and reported her thoughts on the event in this post.

    Overall, the message was “Content is King.” This practice is not a new one, but has been around the communications industry for nearly a decade.

    Although the healthcare industry was slow in the acceptance of the practice, it has definitely gained momentum, and it’s time that we find its place within ophthalmology.

    Within the specialty of ophthalmology, the geriatric population is the primary demographic, especially for those practices with a focus on cataract surgery. With that said, many patients are often brought in by family members or friends who can help them make healthcare decisions.  Knowing both of these facts is important as we craft messages for our audiences. In the September 2012 Pew Internet Project, it was reported that 72% of Internet users say they looked online for health information within the past year and that half of online health information research is on behalf of someone else—information access by proxy.

    By now it’s probably evident that content marketing is important and definitely not losing momentum. Hopefully, the prospect of content marketing has you excited and ready to dive in head-first.

    6 step content marketing plan

    Julie Gough-Nelson
    Julie Gough-Nelson is currently the Marketing Director at Shepherd Eye Center in Las Vegas, NV.

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