Top Medical Experts Reveal Secrets Of A Thriving Practice In A Digital Era

Best-selling author and medical marketing expert, Karla Peppas, has released her newest book, Medical Marketing: The Health Of Your Practice in the Digital Era. The book features local middle Tennessee doctors and their feedback on just how powerful the Internet can be to grow a practice. Included in each chapter are tips from Peppas’ company, Fresh Collaboration, to help other medical professionals be a success using digital media.

Peppas shares, “80% of U.S. adults search for health information online according to Pew Internet Research. However, most doctors don’t have the expertise or the time to successfully strategize and executes Internet marketing campaigns. Medical Marketing: The Health Of Your Practice in the Digital Era provides an easy to understand overview of online marketing and shares real life examples of how a medical or dental practice can be a success online.”

Oftentimes doctors are hesitant to advertise their practice. Some are concerned about cost. Others are concerned about execution. Further, some doctors feel that it’s even taboo to promote their practice.

Peppas responds, “Marketing is essential for any business to thrive. Doctors must wear dual hats – physician and business owner. Both are important to maintain a healthy practice.”

She continues, “Perception is the reality. If a patient perceives you to be a top doctor, then you might as well be that when it comes to recruiting new patients. The opposite is also true. You may be the best doctor around, but if people don’t know it, then what good is your talent for recruiting patients? You owe it to the people you could potentially help to get the word out about your practice.”

Key elements doctors can use to connect with patients online include paid search (ppc), search engine optimization (seo), social media, responsive web development, email communications and more. Peppas believes all types of marketing can be effective, but some types – particularly digital marketing – can perform better than others.

Helping local practices succeed and grow is a fundamental goal of the book. By sharing other doctors’ experience and insight, as well Fresh Collaboration’s professional advice, the book can help new practices as well as long-established practices learn Internet essentials for getting new patients and growing existing patient relationships.

Additional contributors for the book include Dr. Ming Wang of Wang Vision Institute and Wang Foundations, Dr. Mary Gingrass and Dr. Melinda Haws of The Plastic Surgery Center of Nashville, Dr. Scott Harbin of Hendersonville Family Dentistry, Dr. Jack Fisher of Fisher Plastic Surgery and Hair Center, Dr. James Godfrey of Green Hills Pediatric Associates, Dr. Kellye Rice of Cosemetic and Family Dentistry and Cool Springs Laser Dentistry, Dr. Michael Burgdorf of Music City Plastic Surgery and Mr. David Dutton of Nashpreneur.

Medical Marketing: The Health Of Your Practice in the Digital Era is available now on All profits from the book will be donated to the Mid South National Multiple Sclerosis Chapter.

To learn more about Karla Peppas, visit: or

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