Why Doctors Must Migrate to Community Distribution Platforms

Why Doctors Must Migrate to Community Distribution Platforms

615 434 Tom Seery

I recommend doctors read over the post Why Social Is So Disruptive to Traditional Marketing by Judy Shapiro where she explains the reason marketing dollars are rapidly shifting toward social sites from content sites. Shapiro states:

…newer technologies offer marketers a community distribution platform that rivals the content distribution platform across the board. Social/ mobile marketing is cheaper to create and permits ongoing marketing that was not economical in paid media. It is also incredibly efficient at reaching scale (albeit somewhat chaotically). It is more nimble than content based marketing and most importantly, social marketing shifts trust from content to the community, thus delivering more efficient brand ROI…

This goes a long way in explain our value proposition to doctors at RealSelf.com–a community distribution platform. We’re helping aesthetic doctors develop trust before patients arrive at their offices. RealSelf engages a community of millions that is deeply interested in getting informed about everything from acne scar treatment to liposuction to zoom teeth whitening. Doctors plug-in by answering questions and posting before and after photos.

Spencer Cochran, a Dallas facial plastic surgeon sees Q&A on RealSelf as giving him “…an inside look at the concerns that patients have about cosmetic surgery and improves your ability to address their concerns….[it] has made a tremendous impact in helping my practice grow”

Just as important, the shift doctors take from pay-to-play directory sites and publications to posting on sites like RealSelf, wins over skeptical or cautious consumers. A RealSelf user put it best, explaining “I think a surgeon who takes the time to respond to patient questions on a forum without any fee is a good indicator of integrity.”

Integrity = trust, and that’s the currency by which a medical practice thrives or struggles in today’s socially-enabled world.

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Tom Seery

Tom Seery is the founder and CEO of RealSelf, the most popular online resource that helps consumers research cosmetic treatments and find the right medical aesthetic provider. Each month RealSelf attracts 10 million unique visitors who view 50 million photos. Another 500,000 people contact doctors and clinics seeking more information or appointments. Integral to RealSelf is a model that showcases the expertise of aesthetic providers. Experts have posted two million answers to questions and routinely upload educational videos, and patient before & after photos. Prior to RealSelf, Tom was a member of the founding team at Expedia, where he conceived a $1.2b private-label travel business, launched the cruise travel line of business, and introduced search marketing long before Google was a household name. Tom sits on the board of ReSurge International, a nonprofit that builds plastic reconstructive surgical capacity in developing countries. He also regularly lectures on innovation and serves on the board of the entrepreneurship programs at the University of Washington. Tom holds an MS from Drexel University, MBA from University of Washington, and BA from Connecticut College. He resides in Seattle with his wife and two highly energetic boys. He is @seery on Twitter or @realself_tom on Instagram, should you wish to connect.

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