WPOWeb  Presence  Optimization:

Making  your  Practice  More  Visible  on  the  Internet

WPOWeb  Presence  Optimization:

Making  your  Practice  More  Visible  on  the  Internet

Ray Raven MD, MBAManaging Partner

Orthopaedic Surgery SpecialistsCOA 2016

Online  Health  FactsOnline  Health  Facts• 87% of U.S. adults use the internet

• 80% of internet users have looked online for health information

• 52% have used smartphone to find health medical information

• 19% of smartphone owners have at least one health app

• 25% of internet users have watched an online health video

• 24% of internet users have consulted online reviews

• 77% of online health seekers began session at a search engine

Sources:  Pew  Research  Internet,  Mediabistro,  Demi  &  Cooper  Advertising  and  DC  Interactive  Group,  Search  Engine  Watch,.  EMR  Thoughts,  Infographics  Archive

Significance?Significance?People and potential patients are

looking for online health information

A positive online presence is necessary to compete in today’s Market

Search  Engine  Optimization  Search  Engine  Optimization  The process of maximizing the number of visitors to

your Practice WEBSITE by ensuring that the site appears high on the list of results returned by a search

engine

Web  Presence  Optimization  Web  Presence  Optimization  The art and science of making your PRACTICE, not just

your website, more visible across the Internet

WPO  for  Your  PracticeWPO  for  Your  Practice• Powerful marketing tool

• Supports online reputation

• Attract cases you want

• Engages PatientsWEB

PRESENCE

Social  Media

Web  Site

Videos

Online  Reviews

Optimizing  Your  Web  PresenceOptimizing  Your  Web  Presence1. Optimize Website - SEO2. Develop robust SOCIAL MEDIA presence3. Upload free standing VIDEOS on YouTube4. Establish LINKS to and from other sources5. Pay close attention to online REVIEWS

Optimized  WebsitesOptimized  Websites• Easy to read and navigate• Detailed information about Practice (Keywords)

• Frequent updates• Robust metadata• Patient Portal• Links to/from SM/Videos• Register practice website

1. Optimize Website - SEO

Easy  To  ReadEasy  To  Read

1. Optimize Website - SEO

Patient  PortalPatient  Portal

1. Optimize Website - SEO

8/27/12 9:01 PMPatient Portal * Online Patient Forms * EMR Integration for Medical Practice Websites

Page 2 of 4http://www.emedicaldesign.com/medical-patient-forms.htm

Medical Web Office Patient Portal Features Include:

Online Appointment Requests for New & Existing Patients

Physician Referrals Online!

"Ask The Doctor" - patient question and answer system

Rx Prescription Medication Refill Requests

Online Requests for Lab or Test Results

Pay Bill Online!

Patient Forms & Instructions System - Available Online!!

New Patient Registration - filled out secure and online!!

New Patient Health History Forms - filled out secure online!!

"Office Info" feature for office policies, insurance info, office hours, cancellation policy, mapping, more ...

Patient Satisfaction Survey! Allows you to collect patient testimonials! Allows for graphs and trending!

Email Newsletters & Announcements! Patients and others can join your medical office email newsletters!!

Add/Integrate Secure Connect to any web accessible EMR, EHR, or PHR!!

Export your secure online Patient Registration and Health Forms files to pdf or to your EMR

Jobs/Careers feature - Post jobs and allow applicants to apply online for the jobs you have available

Easily add and integrate your network accounts like Facebook, Twitter, Yelp, Google, Academy

Memberships, Hospital Affiliations, and virtually any other network account!

Patient Education - "Best In Health" Education Search Feature!

Medical Staff Administration Tools & Patient Request/Record Management

Secure Staff Email Notifications

Power  of  Social  MediaPower  of  Social  Media“Social media has radically changed the way

businesses use the internet to reach and engage with customers...”

Source:  Financial  Times2. Social Media

Social  Media  Health  FactsSocial  Media  Health  Facts• 90% of internet users (18-24) trust information shared on SM

• 40% of consumers say information found via SM affects actions

• 54% of patients comfortable w/providers seeking advice online

• 41% of people said SM would affect their choice of doctor

• 60% of doctors say SM improves the quality of care

• 65% of doctors use SM for professional purposes

• 60% of SM users are the most likely to trust SM posts by doctors

Sources:  Pew  Research  Internet,  Mediabistro,  Demi  &  Cooper  Advertising  and  DC  Interactive  Group,  Search  Engine  Watch,.  EMR  Thoughts,  Infographics  Archive2. Social Media

Search  AlgorithmSearch  Algorithm“... The search engines are coming to consider social signals as more indicative of how searchers value a

page than traditional link signals…”

Source:  www.practicalecommerce.com2. Social Media

• Over 300M users• 500K+ new accounts created every day• 6,000 tweets every second• 350,000 tweets sent per minute• 500 million tweets per day

Three years to reach the first billion tweets…… now it takes Three Days!

Source:  Twitter.com2. Social Media

• Over 1.65B users (845M IPO filing May 18, 2012)• 66% login every day (28% before getting out of bed)• 91% connect through mobile devices• Highest traffic occurs mid-week between 1 to 3 pm• Average user has 338 friends• 42% of marketers say Facebook is critical to business

More monthly active users than WhatsApp, Twitter and Instagram - combined

Source:  Facebook.com2. Social Media

FacebookFacebook

2. Social Media

Published  GuidelinesPublished  Guidelines

2. Social Media

Interactions  with  PatientsInteractions  with  Patients• Post advice and information supported by science• Keep information relevant but generic• Clearly state when you are providing an opinion• Direct patient care should NEVER occur on-line• Do not use SM to establish doctor-patient relationship• Encourage patients to see MD for evaluation• Keep personal life and professional life separate• Avoid “friend-ing” a patient on Facebook

2. Social Media

How  to  use  Social  MediaHow  to  use  Social  Media• Post news• Provide links

• Share cases

• Initiate/stimulate dialogue

• Educate and engage patients

Keep separate from personal page

2. Social Media

What is the second largest Search Engine?What is the second largest Search Engine?

3. Video

• 300 to 500 hours of video uploaded every minute• 800 million unique users a month

• More video is uploaded in one week than the three major U.S. networks combined created in six decades

• Second largest search engine

3. VideoSource:  http://youtube-­‐‑global.blogspot.com/

http://searchenginewatch.com/

How  to  Leverage  VideosHow  to  Leverage  Videos• Academic lectures• Patient education

• Practice information and Bio

• Public Service Announcements

• Post on website and broadcast on SM pages

3. Video

Link  to  other  SitesLink  to  other  Sites

4. Links

Online  ReviewsOnline  Reviews• 40-50 online sites include doctor reviews or ratings• 25% consulted online physician-rating sites• 34% visited or avoided a physician based ratings• 26% Willing to go Out-of-Network for good reviews

5. ReviewsSource:  softwareadvice.com/resources/how-­‐‑your-­‐‑patients-­‐‑use-­‐‑online-­‐‑reviewsWall  Street  Journal,  2013,  

Optimizing  Review  SitesOptimizing  Review  Sites• Having a strong presence on sites• Make sure your information is up-to-date• Ask your patients to leave reviews for you• Monitor your patient reviews address negative ones • Tread carefully when responding

5. Reviews

Millennials  and  HealthcareMillennials  and  Healthcare"Millennials will overtake boomers as the nation's

biggest consumer buying group, shifting the purchasing power… The rules of evolution dictate that

… healthcare providers that survive or thrive will be those that adapt sooner than later to the preferences

of this fast-paced, technology-driven generation."

prnewswire.com/news-­‐‑releases/five-­‐‑ways-­‐‑tech-­‐‑savvy-­‐‑millennials-­‐‑alter-­‐‑health-­‐‑care-­‐‑landscape-­‐‑300054028.html

Millennial  TrendsMillennial  Trends• Speedy Delivery• Word-of-Mouth Marketing• Kick the tires online before buying• Good faith, upfront estimates• Kicking care down the road

prnewswire.com/news-­‐‑releases/five-­‐‑ways-­‐‑tech-­‐‑savvy-­‐‑millennials-­‐‑alter-­‐‑health-­‐‑care-­‐‑landscape-­‐‑300054028.html

Marketing  to  MillennialsMarketing  to  Millennials• Maintain a vibrant Internet presence• Emphasize brief waiting times• Promote 24/7 availability• Be transparent when explaining associated costs

Take  HomeTake  Home

• Patients  use  internet  to  find  doctors

• Claim  practice

• Optimize  Website  -­‐‑ SEO

• Monitor  online  reviews  

• Leverage  social  media

• Upload  videos

• Keep  Millennials  in  mind

• Optimize  your  Web  Presence…

Thank  YouThank  You

Ray Raven MD, MBACOA 2016