the evolution of the online physician profile
TRANSCRIPT
The Evolution of the Online Physician Profile
NEW WAYS FOR DOCTORS TO MANAGE THEIRONLINE REPUTATION
Agenda NEW MODEL OF CONSUMERISM
#DIGITALFIRST
OUR FIND-A-DOCTOR PROBLEM
ONLINE REPUTATION
About me
Led Digital Strategy at two major integrated health systems
Founding/platinum member of the Mayo Clinic Advisory Board on Social Media
T: @chrisboyer
New Model of ConsumerismACCESS
• LOCATIONS • SCHEDULING • URGENT CARE • RETAIL CLINICS • VIRTUAL VISITS
CHOICE
• PATIENT RATINGS • QUALITY • PRICING • BILLING • RANKINGS • ONLINE
COMMUNITIES
EXPERIENCE
• SERVICE DESIGN • PERSONALIZATION • FEEDBACK/
RESOLUTION • RETAILIZATION • WAYFINDING • CONCIERGE
Access
1/3 OF PATIENTS would switch providers if presented with a more convenient personal experience
Choice
60% OF PATIENTS switch physicians because of better service from a new provider
Experience
NEARLY 90% OF PATIENTS want to use digital means to manage their healthcare
In this new era of consumerism,we must adopt a #DIGITALFIRST
mentality
Digital is an integral (and convenient) part of our lives
It’s easy to build and track engagement
Digital can influence positive behavior
Everything online is absolutely measurable
#DigitalFirst
Call centers Appointment scheduling/reminders Electronic bill pay Finding a Doctor Service recovery Reputation management Transparency (price & quality) Reviews & rankings Patient portal
#DigitalFirst for Consumerism
WEBSITES
SOCIALMEDIASEO
MOBILEPATIENTPORTAL
CRM
APPS
Call centers Appointment scheduling/reminders Electronic bill pay Finding a Doctor Service recovery Reputation management Transparency (price & quality) Reviews & rankings Patient portal
#DigitalFirst for Consumerism
WEBSITES
SOCIALMEDIASEO
MOBILEPATIENTPORTAL
CRM
APPS
Find a Doctor: the competition
Our Find a Doctor problemToo many (or not enough) choices
Not really usable (by people, as well as computers)
Hardly any decision-support
Built within a silo
Our data sources are often wrong (or outdated)
Prioritizing consumer choicesDeal-breakers:
• Do they accept my insurance?
• Are they the right doctor for me (speciality/subspecialty)?
• Do they accept new patients?
• Are they close/convenient to me?
Prioritizing consumer choicesTie-breakers:
• What is their bedside manner/demeanor?
• What is their experience?
• Are they aligned with a good facility?
• How do others feel about them (online reviews)?
Other FAD considerations• Online appointment scheduling
• Synonym mapping to common search terms
• Enhanced on-page SEO (micro-formatting)
• On-page bios
• Updated photos (and videos)
• Clinical publications
• Blog posts/news articles
Remember: we can’t be everything
to everyone
WEBSITEFIND A DOCTORHEALTH-SEEKERS
CALL CENTERRESIDENTS/INTERNSREFERRING DOCTORS
STAFFX
“Consumers use search engines as a means to a hospital website with the goal of finding information on specific providers. While some hospitals show up in search engine results for specialties and conditions, few do for provider names. “
The impact of search
Your Find a Doctor tool is often the first point of contact to your system.
The most important thing:
Instead of adopting a Ritz-Carlton level of customer service, you should adopt a Zappos level of customer service.
Your online Find a Doctor tool is often the first point of contact to your patient access center.
The most important thing:
Instead of adopting a Ritz-Carlton level of customer service, you should adopt a Zappos level of customer service.
Use commonly searched terms
Use uncommonly searched terms
Link between other pages/websites
Create additional content
Get reviewed
When in doubt, hire a pro
Increasing findability
SEO is a zero sum game
Make it easier for them
Align with their needs
Focus on improving experience
Make things convenient
Keep patients engaged
Our patient know best
Chris [email protected]
@chrisboyer