Practice Development Consulting
Growing your practice with digital marketing in 2022 and beyond
23 August 2024
· 81 min watch
![Image of Matthew Arndt]({"xsmall":"https://www.zeiss.com/content/dam/med-hcp/reference-master/myzeiss/pdc/patient-attraction/growing-your-practice-with-digital-marketing-in-2022-and-beyond/speaker_matthew_arndt.jpg/_jcr_content/renditions/original.image_file.100.100.file/speaker_matthew_arndt.jpg","small":"https://www.zeiss.com/content/dam/med-hcp/reference-master/myzeiss/pdc/patient-attraction/growing-your-practice-with-digital-marketing-in-2022-and-beyond/speaker_matthew_arndt.jpg/_jcr_content/renditions/original./speaker_matthew_arndt.jpg","medium":"https://www.zeiss.com/content/dam/med-hcp/reference-master/myzeiss/pdc/patient-attraction/growing-your-practice-with-digital-marketing-in-2022-and-beyond/speaker_matthew_arndt.jpg/_jcr_content/renditions/original./speaker_matthew_arndt.jpg","large":"https://www.zeiss.com/content/dam/med-hcp/reference-master/myzeiss/pdc/patient-attraction/growing-your-practice-with-digital-marketing-in-2022-and-beyond/speaker_matthew_arndt.jpg/_jcr_content/renditions/original./speaker_matthew_arndt.jpg","xlarge":"https://www.zeiss.com/content/dam/med-hcp/reference-master/myzeiss/pdc/patient-attraction/growing-your-practice-with-digital-marketing-in-2022-and-beyond/speaker_matthew_arndt.jpg/_jcr_content/renditions/original./speaker_matthew_arndt.jpg","xxlarge":"https://www.zeiss.com/content/dam/med-hcp/reference-master/myzeiss/pdc/patient-attraction/growing-your-practice-with-digital-marketing-in-2022-and-beyond/speaker_matthew_arndt.jpg/_jcr_content/renditions/original./speaker_matthew_arndt.jpg","max":"https://www.zeiss.com/content/dam/med-hcp/reference-master/myzeiss/pdc/patient-attraction/growing-your-practice-with-digital-marketing-in-2022-and-beyond/speaker_matthew_arndt.jpg/_jcr_content/renditions/original./speaker_matthew_arndt.jpg"} "Matthew Arndt")
Speaker
Matthew Arndt, Co-Founder
TRBO Advanced
![Image of Marisley Almeida]({"xsmall":"https://www.zeiss.com/content/dam/med-hcp/reference-master/myzeiss/pdc/patient-conversion/boosting-your-revenue-with-better-patient-engagement/speaker_marisley-almeida.jpg/_jcr_content/renditions/original.image_file.100.100.file/speaker_marisley-almeida.jpg","small":"https://www.zeiss.com/content/dam/med-hcp/reference-master/myzeiss/pdc/patient-conversion/boosting-your-revenue-with-better-patient-engagement/speaker_marisley-almeida.jpg/_jcr_content/renditions/original.image_file.360.360.file/speaker_marisley-almeida.jpg","medium":"https://www.zeiss.com/content/dam/med-hcp/reference-master/myzeiss/pdc/patient-conversion/boosting-your-revenue-with-better-patient-engagement/speaker_marisley-almeida.jpg/_jcr_content/renditions/original./speaker_marisley-almeida.jpg","large":"https://www.zeiss.com/content/dam/med-hcp/reference-master/myzeiss/pdc/patient-conversion/boosting-your-revenue-with-better-patient-engagement/speaker_marisley-almeida.jpg/_jcr_content/renditions/original./speaker_marisley-almeida.jpg","xlarge":"https://www.zeiss.com/content/dam/med-hcp/reference-master/myzeiss/pdc/patient-conversion/boosting-your-revenue-with-better-patient-engagement/speaker_marisley-almeida.jpg/_jcr_content/renditions/original./speaker_marisley-almeida.jpg","xxlarge":"https://www.zeiss.com/content/dam/med-hcp/reference-master/myzeiss/pdc/patient-conversion/boosting-your-revenue-with-better-patient-engagement/speaker_marisley-almeida.jpg/_jcr_content/renditions/original./speaker_marisley-almeida.jpg","max":"https://www.zeiss.com/content/dam/med-hcp/reference-master/myzeiss/pdc/patient-conversion/boosting-your-revenue-with-better-patient-engagement/speaker_marisley-almeida.jpg/_jcr_content/renditions/original./speaker_marisley-almeida.jpg"} "Marisley Almeida")
Speaker
Marisley Almeida, Head of Practice Development Consulting
Carl Zeiss Meditec AG
![Image of Tom Sullivan]({"xsmall":"https://www.zeiss.com/content/dam/med-hcp/reference-master/myzeiss/pdc/patient-attraction/growing-your-practice-with-digital-marketing-in-2022-and-beyond/speaker_tom_sullivan.jpg/_jcr_content/renditions/original.image_file.100.100.file/speaker_tom_sullivan.jpg","small":"https://www.zeiss.com/content/dam/med-hcp/reference-master/myzeiss/pdc/patient-attraction/growing-your-practice-with-digital-marketing-in-2022-and-beyond/speaker_tom_sullivan.jpg/_jcr_content/renditions/original.image_file.360.360.file/speaker_tom_sullivan.jpg","medium":"https://www.zeiss.com/content/dam/med-hcp/reference-master/myzeiss/pdc/patient-attraction/growing-your-practice-with-digital-marketing-in-2022-and-beyond/speaker_tom_sullivan.jpg/_jcr_content/renditions/original./speaker_tom_sullivan.jpg","large":"https://www.zeiss.com/content/dam/med-hcp/reference-master/myzeiss/pdc/patient-attraction/growing-your-practice-with-digital-marketing-in-2022-and-beyond/speaker_tom_sullivan.jpg/_jcr_content/renditions/original./speaker_tom_sullivan.jpg","xlarge":"https://www.zeiss.com/content/dam/med-hcp/reference-master/myzeiss/pdc/patient-attraction/growing-your-practice-with-digital-marketing-in-2022-and-beyond/speaker_tom_sullivan.jpg/_jcr_content/renditions/original./speaker_tom_sullivan.jpg","xxlarge":"https://www.zeiss.com/content/dam/med-hcp/reference-master/myzeiss/pdc/patient-attraction/growing-your-practice-with-digital-marketing-in-2022-and-beyond/speaker_tom_sullivan.jpg/_jcr_content/renditions/original./speaker_tom_sullivan.jpg","max":"https://www.zeiss.com/content/dam/med-hcp/reference-master/myzeiss/pdc/patient-attraction/growing-your-practice-with-digital-marketing-in-2022-and-beyond/speaker_tom_sullivan.jpg/_jcr_content/renditions/original./speaker_tom_sullivan.jpg"} "Tom Sullivan")
Speaker
Tom Sullivan, Co-Founder
TRBO Advanced
![Image of Ziad Nehme]({"xsmall":"https://www.zeiss.com/content/dam/med-hcp/reference-master/myzeiss/pdc/patient-conversion/boosting-your-revenue-with-better-patient-engagement/speaker_ziad-nehme.jpg/_jcr_content/renditions/original.image_file.100.100.213,0,530,317.file/speaker_ziad-nehme.jpg","small":"https://www.zeiss.com/content/dam/med-hcp/reference-master/myzeiss/pdc/patient-conversion/boosting-your-revenue-with-better-patient-engagement/speaker_ziad-nehme.jpg/_jcr_content/renditions/original.image_file.317.317.213,0,530,317.file/speaker_ziad-nehme.jpg","medium":"https://www.zeiss.com/content/dam/med-hcp/reference-master/myzeiss/pdc/patient-conversion/boosting-your-revenue-with-better-patient-engagement/speaker_ziad-nehme.jpg/_jcr_content/renditions/original.image_file.317.317.213,0,530,317.file/speaker_ziad-nehme.jpg","large":"https://www.zeiss.com/content/dam/med-hcp/reference-master/myzeiss/pdc/patient-conversion/boosting-your-revenue-with-better-patient-engagement/speaker_ziad-nehme.jpg/_jcr_content/renditions/original.image_file.317.317.213,0,530,317.file/speaker_ziad-nehme.jpg","xlarge":"https://www.zeiss.com/content/dam/med-hcp/reference-master/myzeiss/pdc/patient-conversion/boosting-your-revenue-with-better-patient-engagement/speaker_ziad-nehme.jpg/_jcr_content/renditions/original.image_file.317.317.213,0,530,317.file/speaker_ziad-nehme.jpg","xxlarge":"https://www.zeiss.com/content/dam/med-hcp/reference-master/myzeiss/pdc/patient-conversion/boosting-your-revenue-with-better-patient-engagement/speaker_ziad-nehme.jpg/_jcr_content/renditions/original.image_file.317.317.213,0,530,317.file/speaker_ziad-nehme.jpg","max":"https://www.zeiss.com/content/dam/med-hcp/reference-master/myzeiss/pdc/patient-conversion/boosting-your-revenue-with-better-patient-engagement/speaker_ziad-nehme.jpg/_jcr_content/renditions/original.image_file.317.317.213,0,530,317.file/speaker_ziad-nehme.jpg"} "Ziad Nehme")
Speaker
Ziad Nehme, Practice Development Consulting Manager, Middle East & Africa
Carl Zeiss Meditec AG
![]({"xsmall":"https://www.zeiss.com/content/dam/med-hcp/reference-master/myzeiss/pdc/patient-conversion/boosting-your-revenue-with-better-patient-engagement/speaker_michal-legowicz.jpg/_jcr_content/renditions/original.image_file.100.100.72,32,306,266.file/speaker_michal-legowicz.jpg","small":"https://www.zeiss.com/content/dam/med-hcp/reference-master/myzeiss/pdc/patient-conversion/boosting-your-revenue-with-better-patient-engagement/speaker_michal-legowicz.jpg/_jcr_content/renditions/original.image_file.234.234.72,32,306,266.file/speaker_michal-legowicz.jpg","medium":"https://www.zeiss.com/content/dam/med-hcp/reference-master/myzeiss/pdc/patient-conversion/boosting-your-revenue-with-better-patient-engagement/speaker_michal-legowicz.jpg/_jcr_content/renditions/original.image_file.234.234.72,32,306,266.file/speaker_michal-legowicz.jpg","large":"https://www.zeiss.com/content/dam/med-hcp/reference-master/myzeiss/pdc/patient-conversion/boosting-your-revenue-with-better-patient-engagement/speaker_michal-legowicz.jpg/_jcr_content/renditions/original.image_file.234.234.72,32,306,266.file/speaker_michal-legowicz.jpg","xlarge":"https://www.zeiss.com/content/dam/med-hcp/reference-master/myzeiss/pdc/patient-conversion/boosting-your-revenue-with-better-patient-engagement/speaker_michal-legowicz.jpg/_jcr_content/renditions/original.image_file.234.234.72,32,306,266.file/speaker_michal-legowicz.jpg","xxlarge":"https://www.zeiss.com/content/dam/med-hcp/reference-master/myzeiss/pdc/patient-conversion/boosting-your-revenue-with-better-patient-engagement/speaker_michal-legowicz.jpg/_jcr_content/renditions/original.image_file.234.234.72,32,306,266.file/speaker_michal-legowicz.jpg","max":"https://www.zeiss.com/content/dam/med-hcp/reference-master/myzeiss/pdc/patient-conversion/boosting-your-revenue-with-better-patient-engagement/speaker_michal-legowicz.jpg/_jcr_content/renditions/original.image_file.234.234.72,32,306,266.file/speaker_michal-legowicz.jpg"})
Speaker
Michal Legowicz, Practice Development Manager, Europe
Carl Zeiss Meditec AG
SUMMARY
Growing your practice with digital marketing in 2022 and beyond
The panel highlighted the significance of digital marketing for refractive practices, encompassing social media advertising, content marketing, and budget allocation. In the evolving healthcare landscape, digital marketing plays a pivotal role in attracting quality patients and practice growth. Emphasized were strategic planning, CRM lead tracking for ROI evaluation, and mobile-friendliness in Google Ads targeting.
Questions discussed
- How to allocate marketing budget as a percentage of revenue?
- Can SEO be managed in-house, or does it require an agency?
- How important is a mobile-friendly website?
- How to update directory listings when consulting at multiple locations?
- Can social media content creation be fully outsourced?
- What types of content should be posted on social media?
![]({"xsmall":"https://www.zeiss.com/content/dam/med-hcp/reference-master/myzeiss/pdc/patient-attraction/growing-your-practice-with-digital-marketing-in-2022-and-beyond/growing_your_practice_with_digital_marketing_in_2022_and_beyond_preview.jpg/_jcr_content/renditions/original.image_file.100.56.2,0,1922,1080.file/growing_your_practice_with_digital_marketing_in_2022_and_beyond_preview.jpg","small":"https://www.zeiss.com/content/dam/med-hcp/reference-master/myzeiss/pdc/patient-attraction/growing-your-practice-with-digital-marketing-in-2022-and-beyond/growing_your_practice_with_digital_marketing_in_2022_and_beyond_preview.jpg/_jcr_content/renditions/original.image_file.360.203.2,0,1922,1080.file/growing_your_practice_with_digital_marketing_in_2022_and_beyond_preview.jpg","medium":"https://www.zeiss.com/content/dam/med-hcp/reference-master/myzeiss/pdc/patient-attraction/growing-your-practice-with-digital-marketing-in-2022-and-beyond/growing_your_practice_with_digital_marketing_in_2022_and_beyond_preview.jpg/_jcr_content/renditions/original.image_file.768.432.2,0,1922,1080.file/growing_your_practice_with_digital_marketing_in_2022_and_beyond_preview.jpg","large":"https://www.zeiss.com/content/dam/med-hcp/reference-master/myzeiss/pdc/patient-attraction/growing-your-practice-with-digital-marketing-in-2022-and-beyond/growing_your_practice_with_digital_marketing_in_2022_and_beyond_preview.jpg/_jcr_content/renditions/original.image_file.1024.576.2,0,1922,1080.file/growing_your_practice_with_digital_marketing_in_2022_and_beyond_preview.jpg","xlarge":"https://www.zeiss.com/content/dam/med-hcp/reference-master/myzeiss/pdc/patient-attraction/growing-your-practice-with-digital-marketing-in-2022-and-beyond/growing_your_practice_with_digital_marketing_in_2022_and_beyond_preview.jpg/_jcr_content/renditions/original.image_file.1280.720.2,0,1922,1080.file/growing_your_practice_with_digital_marketing_in_2022_and_beyond_preview.jpg","xxlarge":"https://www.zeiss.com/content/dam/med-hcp/reference-master/myzeiss/pdc/patient-attraction/growing-your-practice-with-digital-marketing-in-2022-and-beyond/growing_your_practice_with_digital_marketing_in_2022_and_beyond_preview.jpg/_jcr_content/renditions/original.image_file.1440.810.2,0,1922,1080.file/growing_your_practice_with_digital_marketing_in_2022_and_beyond_preview.jpg","max":"https://www.zeiss.com/content/dam/med-hcp/reference-master/myzeiss/pdc/patient-attraction/growing-your-practice-with-digital-marketing-in-2022-and-beyond/growing_your_practice_with_digital_marketing_in_2022_and_beyond_preview.jpg/_jcr_content/renditions/original.image_file.1920.1080.2,0,1922,1080.file/growing_your_practice_with_digital_marketing_in_2022_and_beyond_preview.jpg"})
![Converting digital leads video]({"xsmall":"https://www.zeiss.com/content/dam/med-hcp/reference-master/myzeiss/pdc/patient-attraction/converting-digital-leads/converting_digital_leads.jpg/_jcr_content/renditions/original.image_file.100.56.0,0,1917,1080.file/converting_digital_leads.jpg","small":"https://www.zeiss.com/content/dam/med-hcp/reference-master/myzeiss/pdc/patient-attraction/converting-digital-leads/converting_digital_leads.jpg/_jcr_content/renditions/original.image_file.360.203.0,0,1917,1080.file/converting_digital_leads.jpg","medium":"https://www.zeiss.com/content/dam/med-hcp/reference-master/myzeiss/pdc/patient-attraction/converting-digital-leads/converting_digital_leads.jpg/_jcr_content/renditions/original.image_file.768.432.0,0,1917,1080.file/converting_digital_leads.jpg","large":"https://www.zeiss.com/content/dam/med-hcp/reference-master/myzeiss/pdc/patient-attraction/converting-digital-leads/converting_digital_leads.jpg/_jcr_content/renditions/original.image_file.1024.576.0,0,1917,1080.file/converting_digital_leads.jpg","xlarge":"https://www.zeiss.com/content/dam/med-hcp/reference-master/myzeiss/pdc/patient-attraction/converting-digital-leads/converting_digital_leads.jpg/_jcr_content/renditions/original.image_file.1280.720.0,0,1917,1080.file/converting_digital_leads.jpg","xxlarge":"https://www.zeiss.com/content/dam/med-hcp/reference-master/myzeiss/pdc/patient-attraction/converting-digital-leads/converting_digital_leads.jpg/_jcr_content/renditions/original.image_file.1440.810.0,0,1917,1080.file/converting_digital_leads.jpg","max":"https://www.zeiss.com/content/dam/med-hcp/reference-master/myzeiss/pdc/patient-attraction/converting-digital-leads/converting_digital_leads.jpg/_jcr_content/renditions/original.image_file.1917.1078.0,0,1917,1080.file/converting_digital_leads.jpg"} "Converting Digital Leads")
![8 jobs your website not doing]({"xsmall":"https://www.zeiss.com/content/dam/med-hcp/reference-master/myzeiss/pdc/patient-attraction/8-jobs-your-website-is-not-doing/8_jobs_your_website_is_not_doing.jpg/_jcr_content/renditions/original.image_file.100.56.file/8_jobs_your_website_is_not_doing.jpg","small":"https://www.zeiss.com/content/dam/med-hcp/reference-master/myzeiss/pdc/patient-attraction/8-jobs-your-website-is-not-doing/8_jobs_your_website_is_not_doing.jpg/_jcr_content/renditions/original.image_file.360.203.file/8_jobs_your_website_is_not_doing.jpg","medium":"https://www.zeiss.com/content/dam/med-hcp/reference-master/myzeiss/pdc/patient-attraction/8-jobs-your-website-is-not-doing/8_jobs_your_website_is_not_doing.jpg/_jcr_content/renditions/original.image_file.768.432.file/8_jobs_your_website_is_not_doing.jpg","large":"https://www.zeiss.com/content/dam/med-hcp/reference-master/myzeiss/pdc/patient-attraction/8-jobs-your-website-is-not-doing/8_jobs_your_website_is_not_doing.jpg/_jcr_content/renditions/original.image_file.1024.576.file/8_jobs_your_website_is_not_doing.jpg","xlarge":"https://www.zeiss.com/content/dam/med-hcp/reference-master/myzeiss/pdc/patient-attraction/8-jobs-your-website-is-not-doing/8_jobs_your_website_is_not_doing.jpg/_jcr_content/renditions/original.image_file.1280.720.file/8_jobs_your_website_is_not_doing.jpg","xxlarge":"https://www.zeiss.com/content/dam/med-hcp/reference-master/myzeiss/pdc/patient-attraction/8-jobs-your-website-is-not-doing/8_jobs_your_website_is_not_doing.jpg/_jcr_content/renditions/original.image_file.1440.810.file/8_jobs_your_website_is_not_doing.jpg","max":"https://www.zeiss.com/content/dam/med-hcp/reference-master/myzeiss/pdc/patient-attraction/8-jobs-your-website-is-not-doing/8_jobs_your_website_is_not_doing.jpg/_jcr_content/renditions/original./8_jobs_your_website_is_not_doing.jpg"} "8 jobs your website not doing")