The 21st century presents unique challenges for marketing our practices. Otolaryngologists must deal with marketplace saturation, hospital chain mergers, and the replacement of traditional news outlets by social media. These paradigm shifts have impacted how physicians “get their name out there” and build a practice. The proposed Mini-Seminar will feature a panel discussion aimed at providing practical tips to help otolaryngologists improve marketing. Special emphasis will be placed on creating effective marketing strategies for various practice models, including the utilization of social media, partnering with your local hospital, and understanding the role of online review services. Panelists will discuss how to manage your practice’s online reputation. The following objectives are covered in this course: 1. Describe the various forces that are changing how we must market ourselves in the twenty-first century. 2. Identify marketing strategies that will expand your practice's referral base. 3. Successfully incorporate social media into your marketing plan and improve your online reputation.

Faculty: Cristina Baldassari, MD ( No relationships to disclose), Christopher Y. Chang, MD ( No relationships to disclose), Angela Sturm, MD ( No relationships to disclose), Ayesha N. Khalid, MD ( Arsenal Medical ( Consulting fees or honoraria (independent contractor/speakers bureau/advisory committees/review panels)) (Products/Services: developing drug scaffolds, preclinical stage.): Consultant/Advisory Board
Doctella ( Consulting fees or honoraria (independent contractor/speakers bureau/advisory committees/review panels)) (Products/Services: digital health tool for surgery for patients. does not affect this talk.): Consultant/Advisory Board, Ownership Interest includes stock, stock options, patent or other intellectual property
Greer ( Consulting fees or honoraria (independent contractor/speakers bureau/advisory committees/review panels)) (Products/Services: sublingual therapy.): Speaker/Honoraria includes speakers bureau, symposia, and expert witness
Lung Pacer ( Consulting fees or honoraria (independent contractor/speakers bureau/advisory committees/review panels)) (Products/Services: lung technology): Consultant/Advisory Board
SERMO ( Consulting fees or honoraria (independent contractor/speakers bureau/advisory committees/review panels)) (Products/Services: digital platform for doctors.): Consultant/Advisory Board), Spencer C. Payne, MD ( Acclarent ( Consulting fees or honoraria (independent contractor/speakers bureau/advisory committees/review panels)) (Products/Services: Sinus): Consultant/Advisory Board Medtronic (Salary/royalty or other payments for services (employment/board of directors/expert witness etc)) (Products/Services: Sinus): Consultant/Advisory Board Stryker (Salary/royalty or other payments for services (employment/board of directors/expert witness etc)) (Products/Services: Sinus ): Consultant/Advisory Board).