your online reputation the difference between bankruptcy and prosperity jeffrey segal, md, jd
TRANSCRIPT
Your Online Reputation The Difference Between
Bankruptcy and Prosperity
Jeffrey Segal, MD, JD
Disclosures
We’ve Come a Long Way
“Hitler should have burned this doctor, then I wouldn’t have to deal with this scum doctor…..“
Rating Sites: The Problems
• Anonymous posts:
Rating Sites: The Problems
• Doctors can’t fully respond
Rating Sites: The Problems
• Good Medicine is not always popular
What Patients See
Positions # 1-7
What Patients See
Positions # 1-3(only 3 returned)
What Patients See
Positions # 1-7
Online Reputation: Why Care?
1-star increase in Yelp rating = 9% increase in revenue
JAMAThe Journal of the American Medical Association
60%
Patients believe online reviews are
important
40%
Patients avoided seeing MD with
negative reviews
Online Reputation: Why Care?
Study* of 600 surgeons…
Online reputation correlates
with QUALITYPts increasingly validate
Friends/Family and Referring Provider recommendations
* Segal J, et. al., Online Doctor Reviews: Do They Track A Proxy for Quality of Care – Surgeon Volume? J Med Internet Res 2012;14(2):e50 , doi:10.2196/jmir.2005
thenewnormal
How Patients Look For and Find QUALITY
Category Keyword• Specialty + Location• “OB GYN Houston TX”
“Hybrid” Keyword• Company/Name + Location• “Susan Hardwick-Smith Houston TX ”
Branded Keyword• Name + Reviews• “Dr. Susan Hardwick-Smith Reviews”
APPOINTMENT
VIEW
CLICK
TYPE
Patients predominantly use this search method to find YOU
Collecting & Posting Pts’ Feedback
Feedback to MDs & Staff
eMerit Point of Service
+ OTHERS
Searching “OB GYN” + “Houston TX”
Where are pts clicking first?
Dr. Susan Hardwick-Smith Reviews
eMerit “Mapping” - Assessment of Online Presence
I
IIIII
IV
Center of Excellence
(-) C
onsiste
ncy
(+)
“Bankruptcy”
Quality of Interactions
Quanti
ty o
f R
evie
ws
ServiceRecovery
Invisible
mm/dd/yy
(-)
Tru
st
(+)
Adjusted Quantity: • Google Relevance, “Freshness”• Volume• Sentiment
What is the GOAL?
Mapping: >1 Year later!
0% 20% 40% 60% 80% 100%
0%
25%
50%
75%
100%
Beard, Lisa Brigger, KristinHardwick-Smith, Susan Jurney, Sara FrancesKelly, Claire Mason, ShaunnaOhlemacher, Jessica
Quality of Interactions
eQ
: A
dj
Qty_x0
00
d_o
f R
evie
ws
17
0% 20% 40% 60% 80% 100%
0%
25%
50%
75%
100%
Center of Excellence
(-) Consis
tency
(+)
Bankruptcy
(-)
Tru
st
(+)
Service Recovery
Invisible
Now with over 2300 reviews the practice AND its doctors
Strong presence Google Page #1 No difference between “new” and “veteran” doctors.
Newest doctors have flown out of the starting gate.
THE BENEFIT OF DEPUTIZING PTS TO POST REVIEWS
Which Neurosurgeon do pts choose?
23 ReviewsStar Rating: 3.3/5
>300 ReviewsStar Rating: 4.9/5
BOTH are talented doctors!
Same Practice & Specialty, Different Results!
23 ReviewsStar Rating: 3.3/5
>300 ReviewsStar Rating: 4.9/5
BOTH are talented doctors…
How success is measured (ROI)
B’s surgery scheduleA’s surgery schedule
Broadened Patient Catchment Area
The new normal, “Local2”
Dr. Stern:‑ Many found him online‑ Superior review
quantity/quality; trust‑ Low trust in other local
choices (limited reviews / poor reviews)
‑ Patients’ Results/Outcomes
Google Suggest
Google Suggest
2015: Gvmt Mandated Healthcare Reviews• Coming to a hospital near you….• HCAHPS• Press Ganey
2015: Gvmt Mandated Healthcare Reviews
Bardach’s study:
Conclusion: “Rater experiences for Yelp and HCAHPS may be similar, and that consumers posting ratings on Yelp may observe aspects of care related to important patient outcomes.”
* Bardach, N, Asteria-Penaloza R, Boscardin W, et al. Relationship between commercial website ratings and traditional hospital performance measures in the USA. BMJ Qual Saf. 2013; 22:194-202.
All You Need to Know
‑ Monitor what you patients are saying
‑ Don’t sweat an occasional negative
‑ Encourage your patients to tell the world