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Publications

Publications

Here is the latest industry news at your finger tips. Be sure to stay informed about today’s recent developments and the hottest industry trends.

The Art of Removing a Negative Review

Evans, David W. “The Art of Removing a Negative Review.” Ophthalmology Management, November 2017.
https://www.ophthalmologymanagement.com/issues/2017/november-2017/the-art-of-removing-a-negative-review

Description: Since premium healthcare practices usually see a high volume of patients, it’s inevitable that every practice (and surgeon) will receive a negative review at some point. In this article, Dr. Evans notes the key components in combating negative reviews, tips on how to remove them, and ways to keep emotions to a minimum.


How to Attract Millennials to Your Practice

Evans, David W. “How to Attract Millennials to Your Practice.” Ophthalmology Times, August 2017.
http://ophthalmologytimes.modernmedicine.com/ophthalmologytimes/news/how-attract-millennials-your-practice?page=0,0

Description: Millennials represent a rapidly growing segment of the buying population for vision correction/elective surgery. But, this group of buyers is hard to reach and hard to keep engaged. This article outlines the five key things a practice needs to do to capture this group as patients.


Rethinking the YP in Marketing Plans

Evans, David W. “Rethinking the YP in Marketing Plans.” Ophthalmology Management, January 2017.
http://www.ophthalmologymanagement.com/issues/2017/january-2017/rethinking-the-yp-in-marketing-plans

Description: There existed a time when the buying decision process for prospective eye-care patients was one dimensional. A potential patient would receive a word-of-mouth referral or see a promotion, look the practice up in the Yellow Pages (YP) and then call. But in today’s often exhausting digital environment, the dynamic is much different. These patients are using online resources to make their buying decisions. The question now is not whether to cut investment in YP, but how to best distribute these funds among other marketing platforms.


Don’t Let Sunk Costs Sink You

Evans, David W. “Don’t Let Sunk Costs Sink You.” Plastic Surgery Practice, April 2016.
http://www.plasticsurgerypractice.com/2016/04/dont-let-sunk-costs-sink/

Description: In today’s difficult economic environment, many digital marketing companies are much better at getting you to sign a restrictive contract and getting your money than they are at delivering high-quality online visibility and increased practice revenue. Their business model is based entirely on the assumption that a surgeon or dentist that thinks he or she is locked into a contract will just sit and take the punishment. There are ways to avoid getting stuck or if you are currently stuck in this trap, ways to get out.


Revealed: Your Winning Online Review Strategy

Evans, David W. “Revealed: Your Winning Online Review Strategy.” Modern Aesthetics, March/April 2016.
http://modernaesthetics.com/2016/04/revealed-your-winning-online-review-strategy#1

Description: The days of ignoring online reviews and wishing them away are over. Every practice needs a strategy to monitor, address, and accrue positive reviews and leverage them for increased revenue.


Keeping Track: Defining One’s Tracking Efforts is an Important Aspect of ROI

Evans, David W. “Keeping Track: Defining One’s Tracking Efforts is an Important Aspect of ROI.” Plastic Surgery Practice, February 2016.
http://www.plasticsurgerypractice.com/2016/02/keeping-track-defining-ones-tracking-efforts-important-aspect-roi/

Description: Many surgeons think that due to the digital nature and the wealth of statistics, tracking has become easier. Naught! Tracking has gotten a lot harder. Patients now do their own research in ways you cannot control. Fortunately, technology advancements can offset the difficulties in tracking the many ways consumers research your practice online.


The Real Reason Mobile-Friendliness Matters: The Answer Is Not What You Think It Is

Evans, David W. “The Real Reason Mobile-Friendliness Matters: The Answer Is Not What You Think It Is.” Plastic Surgery Practice, January 2016.
http://www.plasticsurgerypractice.com/2016/01/real-reason-mobile-friendliness-matters-answer-not-think/

Description: If mobile users can’t find the information they need, they’re gone. The question is no longer whether you should convert to a responsive format, but rather how you can make sure you are giving current and prospective patients the right mobile experience.


The Internet Marketing Year in Review: Four Lessons We Learned in 2015

Evans, David W. “The Internet Marketing Year in Review: Four Lessons We Learned in 2015.” Plastic Surgery Practice, December 2015.
http://www.plasticsurgerypractice.com/2015/11/internet-marketing-year-review-four-lessons-learned-2015/

Description: What Internet marketing lessons did we learn in 2015? Find out what they are and what they mean for your search engine marketing plan.


Cover Your Assets: Weighing the Pros and Cons of Central Cloud-Based Web Assets

Evans, David W. “Cover Your Assets: Weighing the Pros and Cons of Central Cloud-Based Web Assets.” Plastic Surgery Practice, November 2015.
http://www.plasticsurgerypractice.com/2015/10/cover-assets-weighing-pros-cons-central-cloud-based-web-assets/

Description: In recent years, more and more Internet marketing companies have decided to manage their clients’ websites and other online assets via central cloud- or web-based systems. While these platforms have certain benefits, they also have their drawbacks. Find out the pros and cons of central cloud-based web assets.


Revealed: Your Million-Dollar Review Strategy. Three Strategies Guaranteed to Make Reviews Count More

Evans, David W. “Revealed: Your Million-Dollar Review Strategy. Three Strategies Guaranteed to Make Reviews Count More.” Plastic Surgery Practice, October 2015.
http://www.plasticsurgerypractice.com/2015/09/revealed-million-dollar-review-strategy-three-strategies-guaranteed-make-reviews-count/

Description: While positive reviews online are great, sometimes the reviews we have are not working for us. Learn 3 review strategies that are guaranteed to make your reviews count more.


Pulling Rank: Can Online Reviews Boost Your Rankings?

Evans, David W. “Pulling Rank: Can Online Reviews Boost Your Rankings?” Plastic Surgery Practice, September 2015.
http://www.plasticsurgerypractice.com/2015/08/pulling-rank-can-online-reviews-boost-rankings/

Description: Online reviews are where it’s at, and this trend won’t change anytime soon. But how do they affect your rankings on Google and other search engines?


I Spa: Spa Branding for Beginners

Evans, David W. “I Spa: Spa Branding for Beginners” Plastic Surgery Practice, August 2015.
http://www.plasticsurgerypractice.com/2015/07/spa-spa-branding-beginners/

Description: Find out best practices and how to market your medspa online.


What’s it Worth to You? Are you getting what you paid for from your Internet marketing company?

Evans, David W. “What’s it Worth to You? Are you getting what you paid for from your Internet marketing company?” Plastic Surgery Practice, June 2015.
http://www.plasticsurgerypractice.com/2015/06/whats-worth-getting-paid-internet-marketing-company/

Description: Growing numbers of companies are trying to cash in on the search engine optimization (SEO) and Internet marketing game, but how much are these services really worth? And how can you tell if you are getting what you paid for?


Mobilegeddon: The Attack of the Killer Search Giant

Evans, David W. “Mobilegeddon: The Attack of the Killer Search Giant.” Plastic Surgery Practice, May 2015.
http://www.plasticsurgerypractice.com/2015/05/mobilegeddon-attack-killer-search-giant/

Description: Mobilegeddon is coming…Is your site ready? Find out the driving forces behind Google’s ranking change.


Does Your Website Have Street Cred? Four Steps Guaranteed to Improve User Experience (and Boost SEO to Boot)

Evans, David W. “Does Your Website Have Street Cred? Four Steps Guaranteed to Improve User Experience (and Boost SEO to Boot).” Plastic Surgery Practice, April 2015.
http://www.plasticsurgerypractice.com/2015/04/website-street-cred-4-steps-guaranteed-improve-user-experience-boost-seo-boot/

Description: Tips on how to improve your website’s user experience (and boost SEO).


Is Your Site At Risk? “Mobile Friendly” to Become Google Ranking Factor Starting April 21, 2015

Evans, David W. “Is Your Site At Risk? “Mobile Friendly” to Become Google Ranking Factor Starting April 21, 2015.” Plastic Surgery Practice, April 2015.
http://www.plasticsurgerypractice.com/2015/04/site-risk-mobile-friendly-become-google-ranking-factor-starting-april-21-2015/

Description: Warning: Imminent Google change ahead. Will it affect you?


Three far-reaching Internet marketing myths

Evans, David W. “Three far-reaching Internet marketing myths.” Plastic Surgery Practice, April 2015.
http://www.plasticsurgerypractice.com/2015/03/edge-three-far-reaching-internet-marketing-myths/

Description: Just like urban legends, new Internet marketing myths tend to gather strength and speed each year. But before you make any meaningful changes to your strategy based on these whisperings, separate the hype from the hope.


Can directory listings help solve your SEO problems?

Evans, David W. “Can directory listings help solve your SEO problems?” Plastic Surgery Practice, March 2015.
http://www.plasticsurgerypractice.com/2015/02/edge-can-directory-listing-help-solve-seo-problems/

Description: Could the RX for your low rankings and SEO problems really be a patient referral directory listing? The Internet marketing doctor weighs in.


Oh, What a Zoo: What do Google’s “Zoo” updates really change?

Evans, David W. “Oh, What a Zoo: What do Google’s “Zoo” updates really change?” Plastic Surgery Practice, February 2015.
http://www.plasticsurgerypractice.com/2015/01/oh-zoo-googles-zoo-updates-really-change/

Description: The true meaning behind Google’s “Zoo” updates, aka Panda, Pigeon and Hummingbird.


Torn in the USA

Evans, David W. “Torn in the USA” Plastic Surgery Practice, February 2014.
http://www.plasticsurgerypractice.com/2014/01/the-edge-torn-in-the-usa-does-new-research-out-of-the-netherlands-on-how-patients-choose-surgeons-apply-to-the-us/.

Description: Does new research out of the Netherlands on how patients choose surgeons apply to the US? Find out what they’ve discovered over the pond.


New Year, New Internet Marketing Strategy

Evans, David W. “New Year, New Internet Marketing Strategy” Plastic Surgery Practice, January 2014.
http://www.plasticsurgerypractice.com/2013/12/the-edge-new-year-new-internet-marketing-strategy/.

Description: There are the 4 marketing resolutions you can easily stick to in 2014. This unique makeover can make you into a social butterfly with a reputation for attending to your future/current patient’s needs. Who wouldn’t want that?


What is Content Marketing?

Evans, David W. “What is Content Marketing?” ESCRS Practice Management E-Newsletter, December 2013.
http://escrs.org/broadcastmail/practice-dev/News_Vol1-Issue3.html.

Description: According to Roper Public Affairs, 80% of business decision makers prefer to get information about a company from a series of articles rather than an ad. Is your marketing strategy up to par?


The Long and Short of It Long-tail Searches Cast a Small, but Tight Net

Evans, David W. “The Long and Short of It Long-tail Searches Cast a Small, but Tight Net” Plastic Surgery Practice, December 2013
http://www.plasticsurgerypractice.com/2013/12/the-long-and-short-of-it-long-tail-searches-cast-a-small-but-tight-net/.

Description:
Short Tail- “Breast Augmentation”
Long Tail- “Do Breast Implants Obscure Mammogram Findings?”
Which tail should you tell with your online content?


Why Pay More?

Evans, David W. “Why Pay More?” Plastic Surgery Practice, November 2013.
http://www.plasticsurgerypractice.com/2013/11/why-pay-more/.

Description: When shopping for a marketing company you have three choices- good, quick, cheap- but you can only pick two. Find out which ones you should invest in and why.


Getting to Know You: Is Content Marketing the New SEO?

Evans, David W. “Getting to Know You: Is Content Marketing the New SEO?” Plastic Surgery Practice, October 2013.
http://www.plasticsurgerypractice.com/2013/09/getting-to-know-you-is-content-marketing-the-new-seo/.

Description: If you want to join in on the Internet Marketing SEO game you must play up your content. Read about effective content strategies that will increase your leads and traffic.


Over the Top

Evans, David W. “Over the Top” Plastic Surgery Practice, September 2013.
http://www.plasticsurgerypractice.com/2013/08/indepth-over-the-top/.

Description: When something sounds too good to be true, it usually is. Find out the 4 common offers that are too good to be true when it comes to hiring a SEO company.


The OWL Webinar: Marketing Your Business and Products with Social Media

Evans, Tammy and Wyant, Laura “The OWL Webinar: Marketing Your Business and Products with Social Media” Ophthalmology Business, September 2013.
http://digital.ophthalmologybusiness.org/i/174774/19.

Description: It’s a brave new (marketing) world out there. Learn from fearless marketing professionals the benefits, uses, and drawbacks of Facebook, Twitter, LinkedIn and Instagram. Sponsored by Ophthalmic Women’s Leaders.


Does Your Website Suffer from “Linkitis”?

Evans, David W. “Does Your Website Suffer from “Linkitis”?” Plastic Surgery Practice, August 2013.
http://www.plasticsurgerypractice.com/2013/07/indepth-does-your-website-suffer-from-linkitis/.

Description: Don’t let your website suffer from a case of bad links and content failure. Check your website’s vital signs and get the RX you need to nurse you website back to health.


Go Mobile or Go Home?

Evans, David W. “Go Mobile or Go Home?” Plastic Surgery Practice, July 2013.
http://www.plasticsurgerypractice.com/2013/06/indepth-go-mobile-or-go-home/.

Description: Should you jump on the mobile website bandwagon or wait on the sidelines? Find out your options in this ever-changing mobile migration.


Sticky Notes- What is Your Website’s “Stickiness” Quotient?

Evans, David W. “Sticky Notes – What is Your Website’s “Stickiness” Quotient?” Plastic Surgery Practice, June 2013.
http://www.plasticsurgerypractice.com/2013/05/indepth-sticky-notes-what-is-your-website-s-stickiness-quotient/.

Description: What make a practice website sticky (how long users stay on your page)? For starters, unique content, testimonials and before-and-after photos. Check out this article to see if your website has the elements to retain visitors.


Vanishing Act: Is Your Website Vulnerable to the Latest Google Changes?

Evans, David W. “Vanishing Act: Is Your Website Vulnerable to the Latest Google Changes?” Plastic Surgery Practice, May 2013.
http://www.plasticsurgerypractice.com/2013/04/indepth-vanishing-act-is-your-website-vulnerable-to-the-latest-google-changes/.

Description: Google freezes over with new Penguin update that targets websites that contain unnatural and manipulative links. Find out how you can avoid being hit by this chilling penalty.


What do you mean, I don’t own my website?

Evans, David W. “What do you mean, I don’t own my website?” Ophthalmology Times, April 2013.
http://ophthalmologytimes.modernmedicine.com/ophthalmologytimes/news/modernmedicine/modern-medicine-feature-articles/what-do-you-mean-i-don%E2%80%99t-own.

Description: Don’t get locked out of your website investment. Asking a few questions up front can guarantee your website is and stays your own.


Spread Your Spend

Evans, David W. “Spread Your Spend” Plastic Surgery Practice, April 2013.
http://www.plasticsurgerypractice.com/2013/03/in-depth-spread-your-spend-2/.

Description: Diversification is key to any Internet marketing strategy. You’ve got choices on where you can be visible online, see what strategies are recommended.


Follow the Leader: Lead Tracking 101

Evans, David W. “Follow the Leader: Lead Tracking 101” Plastic Surgery Practice, March 2013.
http://www.plasticsurgerypractice.com/2013/02/follow-the-leader-lead-tracking-101/.

Description: You have to be in it to win it, and when it comes to marketing; online is where it’s at. So how can you tell if your online marketing strategies are producing the results you’re looking for? It’s all about smart lead tracking.


All Eyes on Google

Evans, David W. “All Eyes on Google” Plastic Surgery Practice, February 2013.
http://www.plasticsurgerypractice.com/2013/02/in-depth-all-eyes-on-google/.

Description: For now, Google visibility is the focus on any Internet marketing strategy. But for how long? This article explores Google’s constantly changing algorithms.


No More Auld Lang Syne

Evans, David W. “No More Auld Lang Syne” Plastic Surgery Practice, January 2013.
http://www.plasticsurgerypractice.com/2013/01/in-depth-no-more-auld-lang-syne-january-2013-psp/.

Description: Here are four New Year’s resolutions guaranteed to boost your Internet presence in 2013.


Answered! The Best of Your 2012 Internet Marketing Questions

Evans, David W. “Answered! The Best of Your 2012 Internet Marketing Questions” Plastic Surgery Practice, December 2012.
http://www.plasticsurgerypractice.com/2012/12/answered-the-best-of-your-2012-internet-marketing-questions-december-2012-psp/.

Description: If you’re not sure you’re getting the return on investment that you were promised, it may be time to do a little due diligence. This article explains a simple way to check.


Say Cheese! Google’s New Authorship Program

Evans, David W. “Say Cheese! Google’s New Authorship Program” Plastic Surgery Practice, November 2012.
http://www.plasticsurgerypractice.com/2012/11/indepth-say-cheese-november-2012-psp/.

Description: Have you seen that picture of your competitor? If you haven’t, you can bet your prospective patients have. This article explains how you can make your photo appear in Google searches.


Turning Clicks into Consultations

Nataloni, Rochelle. “Turning Clicks into Consultations,” Cataract and Refractive Surgery Today, September 2012.
http://bmctoday.net/crstoday/pdfs/crst0912_PPT.pdf.

Description: This article focuses on rethinking your approach to Internet marketing and provides tips on how to ensure that your eye-catching website has a comprehensive SEO strategy to back it up.


Breaking Up Is Hard to Do

Evans, David W. “Breaking Up Is Hard to Do” Plastic Surgery Practice, September 2012.
http://www.plasticsurgerypractice.com/2012/08/breaking-up-is-hard-to-do/.

Description: If you’re not sure you’re getting the return on investment that you were promised, it may be time to do a little due diligence. This article explains a simple way to check.


Is Google the New Yellow Pages?

Evans, David W. “Is Google the New Yellow Pages?” Plastic Surgery Practice, August 2012.
http://www.plasticsurgerypractice.com/2012/08/is-google-the-new-yellow-pages/.

Description: The Internet landscape has changed dramatically in the past 18 months. This article explains why these changes have made Page 2 the new Page 1.


Don’t Believe the Hype

Evans, David W. “Don’t Believe the Hype,” Plastic Surgery Practice, July 2012.
http://www.plasticsurgerypractice.com/2012/07/dont-believe-the-hype/.

Description: How do I choose an SEO company when they all say the same things? Dr. Evans devises a simple plan on how to choose an SEO company.


Are You (P)interested Yet? You Will Be Once You Read This Article

Evans, David W. “Are You (P)interested Yet? You Will Be Once You Read This Article,” Plastic Surgery Practice, June 2012.
http://www.plasticsurgerypractice.com/2012/06/are-you-pinterested-yet-you-will-be-once-you-read-this-article/.

Description: This article explores what this hot new media-sharing Web site can do for your online visibility.


Internet marketing Jargon: Decoded and Demystified

Evans, David W. “Internet marketing Jargon: Decoded and Demystified,” Plastic Surgery Practice, May 2012.
http://www.plasticsurgerypractice.com/2012/05/internet-marketing-jargon-decoded-and-demystified/.

Description: This article provides easy-to-understand definitions of popular Internet marketing terms.


Why is My Website Outranked by That Newbie

Evans, David W. “Why is My Website Outranked by That Newbie,” Plastic Surgery Practice, April 2012.
http://www.plasticsurgerypractice.com/2012/04/why-is-my-web-site-outranked-by-that-newbie/.

Description: Dr. Evans answers some of your frequently asked questions about your Internet marketing strategy.


Is Your Practice Going Places?

Evans, David W. “Is Your Practice Going Places?,” Plastic Surgery Practice, March 2012.
http://www.plasticsurgerypractice.com/2012/02/is-your-practice-going-places/.

Description: This article explains the importance of Google Places and how to do it right.


Choice Words

Evans, David W. “Choice Words,” Plastic Surgery Practice, February 2012.
http://www.plasticsurgerypractice.com/2012/02/choice-words/.

Description: Since there are so many acronyms related to search engine marketing (SEM), this article explains what really matters.


New Year, New Strategy to Boost Your ROI

Evans, David W. “New Year, New Strategy to Boost Your ROI,” Plastic Surgery Practice, January 2012.
http://www.plasticsurgerypractice.com/2012/01/new-year-new-strategy-to-boost-your-roi/.

Description: The final piece in a three-part series, this article provides tips for boosting your return on investment (ROI).


Rebuttal: Is SEO Dead? Not by a Long Shot

Butler, Devin. “Rebuttal: Is SEO Dead? Not by a Long Shot,” Plastic Surgery Practice, December 2011.
http://www.plasticsurgerypractice.com/2011/12/rebuttal-is-seo-dead-not-by-a-long-shot-3/.

Description: This article explains why search engine optimization continues to play an essential role in the marketing of your practice.


Measuring ROI for Dummies

Evans, David W. “Measuring ROI for Dummies,” Plastic Surgery Practice, December 2011.
http://www.plasticsurgerypractice.com/2011/12/measuring-roi-for-dummies/.

Description: The second in a three-part series, this article looks at ways to determine the return on your investment in Internet marketing.


ROI 101

Evans, David W. “ROI 101,” Plastic Surgery Practice, November 2011.
http://www.plasticsurgerypractice.com/2011/10/roi-101/.

Description: The first in a three-part series, this article outlines the basics of Internet marketing ROI.


Total Online Recall

Evans, David W. “Total Online Recall,” Plastic Surgery Practice, September 2011.
http://www.plasticsurgerypractice.com/2011/09/total-online-recall/.

Description: This article explains “The Google Effect” and tells you what you need to do to address it.


Deal or No Deal?

Evans, David W. “Deal or No Deal?” Plastic Surgery Practice, August 2011.
http://www.plasticsurgerypractice.com/2011/08/deal-or-no-deal/.

Description: The do’s and don’ts of daily deals.


In Pursuit of Positive Online Ratings

Evans, David W. “In Pursuit of Positive Online Ratings,” Plastic Surgery Practice, July 2011.
http://www.plasticsurgerypractice.com/2011/07/in-pursuit-of-positive-online-ratings/.

Description: This article tells you how to handle online patient reviews.


Bringing Up the Rear

Evans, David W. “Bringing Up the Rear,” Plastic Surgery Practice, June 2011.
http://www.plasticsurgerypractice.com/2011/05/bringing-up-the-rear/.

Description: This article discusses the importance of having strong back-end software for your website.


SEO and Social Media – Together at Last

Evans, David W. “SEO and Social Media – Together at Last,” Plastic Surgery Practice, May 2011.
http://www.plasticsurgerypractice.com/2011/05/seo-and-social-mediatogether-at-last/.

Description: Social media outlets and SEO are both powerful marketing tools, but they’re more effective when used in tandem. This article explains why.


Who Really Owns Your Web Site?

Evans, David W. “Who Really Owns Your Web Site?” Plastic Surgery Practice, March 2011.
http://www.plasticsurgerypractice.com/2011/03/who-really-owns-your-web-site/.

Description: Do you own your website? Maybe not. This article provides you with a list of steps you can take to answer this critical question.


Google Matters – a Lot

Evans, David W. “Google Matters – a Lot,” Plastic Surgery Practice, February 2011.
http://www.plasticsurgerypractice.com/2011/02/google-mattersa-lot/.

Description: In this article, Dr. Evans explains why Google is so important to your practice. Next, he outlines three key steps you can take to make sure your website is found, and that it appeals to potential patients.


The Internet’s Role in the Premium Practice

Bergmann Koury, Conni. “The Internet’s Role in the Premium Practice,” Cataract and Refractive Surgery Today, April 2010.
http://bmctoday.net/crstoday/2010/04/premiumpractice/article.asp?f=the-internets-role-in-the-premium-practice.

Description: This article explains why today’s medical practice needs a robust online presence, and how this can be achieved.

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