Digital Presence Optimization | S10 Ep51

A strong digital presence isn't about being everywhere online—it's about investing in the channels that help your practice grow. Building a successful online presence requires more than launching a website, maintaining social media accounts, or purchasing digital advertisements. For plastic surgeons, effective digital marketing begins with understanding practice goals, identifying the right patient populations, and choosing strategies that make the best use of available resources. From search engine visibility to website performance and reputation management, each component plays a role in attracting prospective patients and supporting long-term practice growth. Dr. Renee Burke is joined by Ryan Miller, founder and CEO of Etna Interactive, to explore how plastic surgeons can optimize their digital marketing investments. Drawing on his experience in healthcare marketing and his professional work with Dr. Burke's practice, Miller explains how to evaluate marketing channels, select an agency partner, and develop strategies aligned with a practice's procedures, geographic market, and growth objectives. The conversation also examines website ownership, search engine optimization, advertising budgets, performance measurement, and digital accessibility. Together, they highlight the importance of strategic planning, ongoing evaluation, and authentic content in building a sustainable digital presence. Topics Discussed Understanding digital presence optimization and its role in practice growth Aligning marketing strategies with procedures, patient populations, and geographic markets Evaluating search engine optimization, local search, and paid advertising Choosing a digital marketing agency and assessing its services Understanding website ownership, content control, and long-term flexibility Improving website performance, mobile usability, and search visibility Setting realistic expectations for marketing investments and search rankings Allocating marketing budgets based on practice goals and internal resources Addressing website accessibility, HIPAA considerations, and digital compliance Integrating reputation management, email marketing, and authentic social media content Key Takeaways Start with practice goals, not marketing channels. Identify the procedures, patient populations, geographic areas, and growth objectives that matter most before deciding where to invest. Treat your website as a foundational asset. A well-designed, accessible, mobile-friendly website can support patient inquiries, reinforce referrals, and provide a digital presence that the practice can control. Evaluate marketing partners beyond their promises. Consider an agency's healthcare experience, strategic planning process, communication practices, website ownership terms, and ability to measure results. Understand that different channels serve different purposes. Organic search, local search, paid advertising, and social media can reach different audiences and require different levels of investment and ongoing support. Measure performance against meaningful business outcomes. Follower counts and search rankings provide limited insight without considering patient inquiries, acquisition costs, and practice growth. Account for accessibility and regulatory responsibilities. Website accessibility, patient privacy, and compliance considerations should be incorporated into digital planning rather than addressed only when problems arise. Revisit your strategy regularly. Marketing priorities should evolve alongside practice capacity, patient demand, technology, and the competitive environment. Keep authentic content connected to the practice. Agency support can strengthen marketing operations, but original content featuring the practice's people and experiences benefits from direct involvement by the clinical team. Bonus Resources Web Content Accessibility Guidelines (WCAG) – Accessibility standards referenced during the discussion of website design, usability, and access for people with disabilities. Etna Interactive About Enhance Your Practice Enhance Your Practice is the official practice management podcast from the American Society of Plastic Surgeons (ASPS), featuring conversations with leaders in plastic surgery on practice management, leadership, innovation, and professional development. Each episode delivers practical insights to help plastic surgeons build successful practices and thrive throughout their careers. Explore more educational resources from ASPS at plasticsurgery.org.