Without question, the Internet represents a revolutionary way for you to promote your practice among patients and other referral sources.

However, unlike the traditional communication methods that you employ -- face-to-face encounters, phone calls, faxes, advertising, newsletters, public relations and direct mail -- the Internet is a different medium altogether.

In addition to having its own unique set of rules and regulations, the Internet offers a highly interactive means for you to connect with the people you're trying to reach. Consequently, it's up to you to ensure that your practice has an Internet marketing strategy that's designed for maximum success.

It's important to understand that your practice doesn't control the online experience. Web site visitors do. That's why you must make a continuous, conscious effort to be sensitive to the needs of those visiting your site. You need to create an appropriate interactive experience, one that fully engages and satisfies your Web site visitors.

You don't want to maintain a static site. (A static site provides information only; no interaction exists between you and your Web site visitors.) The consequences of maintaining a static site may include frustrated visitors, or worse: lost patients and lost profits.

Listed below are 10 commonly held beliefs about Internet marketing. Some are facts; some are misconceptions. Clarifying these issues -- something my team of advisers and I have done for hundreds of ophthalmologist clients throughout the country -- will help you to build or refine your Internet marketing strategy.

But before we begin, a quick footnote: Designing, building and managing a Web site and an Internet marketing strategy may be outside of your expertise. If that's the case, consider enlisting the aid of a consultant who possesses these skills.

And now the top 10:

1. To be successful, all I need is a killer Web site.
   
False.
First, you need a plan for each of the various products and services you're marketing. Second, you need to create a Web site that reflects those plans. And third, you need a qualified individual to manage your Internet marketing program.
2. My Web site doesn't need to be "top dog" on all the major Internet search engines.
   
True.
You should use marketing methods that reach your target audience and can direct them to your Web site. More than likely, these methods should include advertising, as well as possible placement on local and ophthalmic-specific Internet portals that will attract prospective candidates in your community.
3. One message should fit all of the consumers who come to visit my site.
   
False.
Because visitors can direct and control their experience on your Web site, you'll want to tailor the site for different consumer types. For instance, some prospective laser-assisted in situ keratomileusis (LASIK) patients may want extensive information on the procedure. Others may be more interested in financing, signing up for a seminar or scheduling a pre-surgical workup.
So keep in mind that your Web site should address these various needs.
4. Marketing on the Internet differs from traditional marketing methods.
   
True.
The Internet is a medium that turns traditional communications methods (advertising, public relations, internal marketing, etc.) upside-down. For a detailed explanation of this point, see "Old World, New World," to the right.
5. Web technicians develop the best Web sites.
   
False.
Marketing experts create the best ophthalmology Web sites. Not only do they understand the dynamics of Internet communications, but they also understand the business of ophthalmology.
Given the differences between the Internet and traditional communication methods, you'll want to work with experts whose track records prove they understand your profession. If you don't, you'll spend most of your time telling Web technicians how to spell ophthalmology, along with explaining the more important nuances of the business of eye care.
6. I can effectively market refractive surgery over the World Wide Web.
   
True.
Refractive surgery procedures are ideal for Internet marketing because a large (and growing) portion of prospective candidates are Internet-literate and use the medium on a regular basis.
7. I can sell eyeglasses over the Internet.
   
True.
By creating a database with your patient's e-mail addresses, you can inform these patients about your optical dispensary.
To patients who have purchased spectacles, you can market second pairs for sports, sunglasses, safety, etc. To those patients who haven't purchased eyewear, you can provide information on new products and the advantages of purchasing from your practice.
8. In order to be successful, I need a top-notch computer expert on staff.
   
False.
All your practice needs on staff is a creative, competent and computer-literate individual -- an Internet marketing director -- who can manage the site, handle inquiries and call in the experts when needed.
9. I can dispose of print, radio and television advertising now that my Web site is up and running.
   
False.
Your site is only as effective as the marketing methods and messages you use to attract visitors there. If you don't use traditional methods to draw visitors, it'll be much harder for them to find you.
10. The Internet will increase my practice's profits.
    
Maybe.
Up front, you'll need to invest in creating a patient e-mail database, establishing the necessary infrastructure, hiring a refractive surgery marketing director and developing/implementing your Inter-net marketing strategy.
Over time, if all things are working well, the profits will come. Remember, Web sites are the fields of dreams of the 21st century. If you construct it, consumers will come -- if you market it correctly.

It's easy to get excited by the prospect of connecting with patients and referral sources faster, more directly and more completely than ever before. The possibilities for communication over the Internet are remarkable.

If you're unsure of the Internet's advantages, I strongly suggest you educate yourself immediately. If you're Internet-savvy, I recommend you stay current. Online communications are only going to continue evolving and improving.

The differences between traditional marketing and Internet marketing are numerous. Here's a breakdown: