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The Evolution of the Online Physician Profile

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Over the past few years, there has been a landslide of new opportunities for physicians to promote themselves online. But with all of these new websites, new tools and new methods, one thing remains true: it’s tremendously important for doctors practicing medicine today to be found online. But how can your organization make sense of this all? This presentation will help hospitals and doctors understand the most important things physicians practicing today need to address, and provide some tested and true ways to build alignment between healthcare organizations and physicians, to ensure they are winning the battle of online reputation.

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The Evolution of the Online Physician Profile

  1. 1. The Evolution of the Online Physician Profile NEW WAYS FOR DOCTORS TO MANAGE THEIR
 ONLINE REPUTATION
  2. 2. Agenda NEW MODEL OF CONSUMERISM #DIGITALFIRST OUR FIND-A-DOCTOR PROBLEM ONLINE REPUTATION
  3. 3. 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
  4. 4. New Model of Consumerism ACCESS • 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
  5. 5. Access 1/3 OF PATIENTS 
 would switch providers if presented with a more convenient personal experience
  6. 6. Choice 60% OF PATIENTS 
 switch physicians because of better service from a new provider
  7. 7. Experience NEARLY 90% OF PATIENTS 
 want to use digital means to manage their healthcare
  8. 8. In this new era 
 of consumerism,
 we must adopt a #DIGITALFIRST 
 mentality
  9. 9. 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
  10. 10. 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 SOCIAL
 MEDIASEO MOBILE PATIENT
 PORTAL CRM APPS
  11. 11. 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 SOCIAL
 MEDIASEO MOBILE PATIENT
 PORTAL CRM APPS
  12. 12. Find a Doctor: the competition
  13. 13. Our Find a Doctor problem Too 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)
  14. 14. Prioritizing consumer choices Deal-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?
  15. 15. Prioritizing consumer choices Tie-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)?
  16. 16. 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
  17. 17. Remember: 
 we can’t be everything to everyone WEBSITE
 FIND A DOCTORHEALTH-SEEKERS CALL CENTER RESIDENTS/INTERNS REFERRING DOCTORS STAFF X
  18. 18. “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
  19. 19. 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.
  20. 20. 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.
  21. 21. 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
  22. 22. SEO is a zero sum game
  23. 23. Make it easier for them Align with their needs Focus on improving experience Make things convenient Keep patients engaged Our patient know best
  24. 24. Chris Boyer
 chrisboyer@gmail.com
 @chrisboyer
  • johnsonwarren

    Dec. 28, 2016

Over the past few years, there has been a landslide of new opportunities for physicians to promote themselves online. But with all of these new websites, new tools and new methods, one thing remains true: it’s tremendously important for doctors practicing medicine today to be found online. But how can your organization make sense of this all? This presentation will help hospitals and doctors understand the most important things physicians practicing today need to address, and provide some tested and true ways to build alignment between healthcare organizations and physicians, to ensure they are winning the battle of online reputation.

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