Internet marketing 101

In an era when social media sites like YouTube, Facebook, and Twitter dominate the popular press, many surgeons overlook the foundational tactics and strategies necessary for long-term practice development and lead generation on the Internet. This article analyzes common errors made by surgeons during the development and implementation of Web site projects, focusing on the areas of strategy development; domain name identification; site plan creation; design considerations; content development; vendor selection; and launch, promotion, and staff training. The article emphasizes that, because the Web site remains the foundation of a surgeon's branding message, minimizing errors during development and construction is critical, particularly in highly competitive or saturated markets, for today's facial plastic surgery practice.