THE REASONS

Public speaking is a common fear, but it also puts you directly in front of potential patients, which can be a potent way to market your practice. Why: Because it’s a live and personal interaction vs. special promotions or coupons, often delivered through digital sources, such as email or social media. Unlike these often-used marketing strategies, public speaking enables you to make actual connections with real people.

ACTION PLAN

• Pick a topic. Determine what you’re going to discuss. I recommend focusing on your areas of expertise (eg, dry eye, myopia management, etc.), as doing so will ease some of the stress of speaking live.
• Practice your presentation. Present to friends or family to get their feedback. For example, was your presentation too long?
• Find your audience. Reach out to local clubs or organizations whose memberships you feel could benefit from your area of expertise. (As an example, if you see a lot of geriatric patients, it makes sense to contact assisted-living facilities.)
• Make connections. Hang around after your talk to answer questions.
• Marketing. Leave attendees with business cards or marketing materials. OM