In Creating a Web Presence to Raise Awareness of Urgent Care (JUCM, July/August 2009), we described how a well-designed website, optimized for retrieval by major search engines, enables highly targeted and localized promotion of an urgent care center. But establishing a web presence is just the beginning; driving “clicks” to the website and “feet” to the center is enhanced by creating “buzz” in online communities. Historically, word-of-mouth – spread in-person or by telephone – has …
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