2011 – The Year of Facebook
When it comes to new technology, I have unshakable beliefs.
Belief #1: Let the other guy be the guinea pig.
FACT: The hype about new technology usually precedes the real need for it by months, if not years.
But Now We're at the Tipping-Point
However, in my opinion the time has come to invest in setting up a Facebook page. Used correctly, Facebook can become a reasonably-priced patient loyalty tool for cosmetic surgeons.
Why do I say that?
- Facebook's fastest-growing demographic is women 50+.
- Facebook has umpteen bazillion users (reports vary as to its
 size), and it's a juggernaut. It keeps growing.
- Every message you post on Facebook appears automatically on your fans' walls. You get a direct line into your patients' lives.
- You can keyword your posts to link back to your website, automatically spiking your search engine ranking.
It's like having a personal news feed that goes directly to your patient base. At the same time, your posts work behind-the-scenes to keep your website at the top of Google.
Why You Don't Want to Hear This
For many, Facebook's ascendancy is unwelcome news. Change requires action. Getting set up to market your practice on Facebook will take considerable time and resources. 
- Start-Up Time. Once you set up your Facebook page you'll have to cultivate a fan base. It doesn't happen automatically.
- You'll have to post blogs weekly. Your current blog, if you have one, is probably wrong for Facebook. You'll need to change your style. You won't be able to use your old blogs.
Why You Might Be Relieved to Hear This
However, once you're in the groove with a large fan base, your ongoing cost is about the same as what you might pay for a good custom e-newsletter. Many companies (including Practice Helpers) will write, keyword and post a dozen blogs for you per month for a mere $800.
You'll be paying $10,000 a year to win the lifetime value of every patient whose trust you've earned. If you corral even 5 or 10 patients a year, preventing them from wandering to the nearest  medspa, you've more than justified your investment.
Take Comfort
If this all seems a bit daunting, here's some consolation: At least you didn't waste time and money getting set up on MySpace.
Wishing you the best in 2011,
Joyce Sunila
President
Practice Helpers
By the way, feel free to share this article with your family and friends.
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