Online Reputation Management for Doctors
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Online Reputation Management for Doctors
Curated and Written Articles to help Physicians and Other Healthcare Providers manage reputation online. Tips on Social media, SEO, Online Review Managements and Medical Websites
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10 Reasons Your Healthcare Practice Should Invest in Digital Marketing

10 Reasons Your Healthcare Practice Should Invest in Digital Marketing | Online Reputation Management for Doctors | Scoop.it

Everyone has heard about the importance of digital marketing in the internet age. Yet for many healthcare professionals, this call to action might come across as vague or overly generalized, seeming to suggest that they should embrace digital strategies simply because everyone else is doing it.

However, adopting a tech-forward approach does offer a number of significant advantages that are unique to the medical industry — here are ten reasons every healthcare marketer should invest in digital marketing:

1. Your Cost Per Patient Acquisition (CPA) is Too High

Many medical practices are still struggling to lower their patient CPA. For example, according to a seminal survey of U.S. vein practices, the most common media channels used are print (68%) and TV (30%), which cost $314 and $348 per patient, respectively. Digital outreach, on the other hand, can cut that overall cost down by as much as 50%, to $149.

Digital strategies consistently reduce marketing spend and increase ROI, regardless of the industry. We were able to reduce one dental practice’s cost per qualified lead by 46%, and their cost per booked appointment by a full 70%.

2. You Need to Target Patients With Specific Conditions

Unlike traditional broadcast and print media, digital marketing enables physicians to target patients by specific condition, age, gender, demographic, or even zip code. According to BIA Kelsey, 97% of consumers use the web to shop locally; with search engine marketing (SEM), marketers can use highly-targeted keywords to reach patients currently looking for specific treatments in their area. Moreover, those targeting conditions can be optimized in real-time, a cost-saving luxury that traditional methods simply don’t afford.

3. You’re Afraid You’re Falling Behind on the Times

The truth is that 98% of businesses are merging their traditional strategies with digital, according to Gartner. Like we said, you should never adopt a trend just because it’s popular; but when it’s a hit with patients too, you may want to reconsider. McKinsey explains how 75% of people want to use digital healthcare services. As AdAge notes, healthcare professionals need to take their business where the patients are, which is online and on mobile devices.

4. You’re Not Using Data to Make Decisions

One drawback of traditional marketing techniques is that they’re hard to track. In fact, GfM explains that data-driven marketing is the top priority for all marketers in 2016. Digital techniques allow physicians to make efficient, data-led marketing decisions; first, try a number of different low-cost ad spends to determine which channels are the most effective, then scale for maximum visibility and impact.

5. Your Brand Doesn’t Show Up in the Search Engines

SEO Hermit explains how 20% of Google searches are health-related, and over 70% of those searches result in a click on the first page (just 5.6% for pages two or three), according to Marketing Land. Getting your name on page one, however, takes some marketing finesse. A well-crafted search engine optimization (SEO) strategy and paid advertising campaigns are your best bet for snagging those top positions and the maximum number of clicks.

6. You Can Engage With People Directly

It’s a myth that digital isn’t personal. In fact, 70% of all phone calls from consumers are driven by digital marketing strategies, such as click-to-call (CTC), as Biz Report explains. Today, this kind of seamless access has become a baseline expectation for patients, with 41% mobile searchers reporting that if their chosen brand has no CTC functionality, they’ll move onto to one that does. What’s more, CTC conversion rates on Google are often as high as 25%, and boast a 51% lower cost than traditional display remarketing, according the Search Engine Watch.

7. You Can Increase Patient Retention

In the digital age, patients value convenience and ease of access above all. By cultivating a watertight digital engagement strategy, patients will easily be able to find your website, up-to-date practice and contact information, or your patient portal, at any time. Your lasting presence matters, too — according to the research from PwC, 41% of patients say that social media engagement will affect their choice of a specific doctor, hospital, or medical facility.

8. You Can Get More Patient Referrals

Digital tools both expand your potential patient pools and lower the cost of engaging them. For example, we’ve been able to drive down referral costs from 20-40%, all while generating an average 20 to 40 referrals a month — some clients see as many as 300. In the vein market, we recently drove our 250,000th digital referral.

9. You Will Improve the Patient Experience

Not only does digital marketing make it easier for patients to find and connect with your medical brand — it improves their experience along the way. With digital tracking systems, you can easily send out reminders, reaching out to them on important dates. Moreover, you can directly address their specific needs by blogging regularly or soliciting their direct feedback through patient satisfaction surveys.

10. Your Marketing Can Be Personalized

Traditional marketing entailed crafting a generalized message for the broadest possible audience. Digital marketing, however, enables healthcare providers to target the individual. Whether by directing your message to “40-year-old multiple sclerosis patients in Coeur d’Alene, ID,” making your content accessible on the devices that consumers — especially millennials — demand to use, or leveraging data to hone your content’s effectiveness, medical practices can personalize their marketing in unprecedented ways.

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5 Simple Ways Physicians Can Boost Their Online Presence

5 Simple Ways Physicians Can Boost Their Online Presence | Online Reputation Management for Doctors | Scoop.it

It’s safe to say that by now, most professionals within the healthcare industry understand the importance of a solid web presence when it comes to attracting new patients and holding onto existing ones. The internet, and search in particular, has fundamentally altered the patient path to treatment, empowering healthcare consumers to conduct their own research and make their own decisions when seeking out treatment options.

As a result, many medical practices are scrambling to establish their online presence and capitalize on these consumer-driven trends — however, it’s important to recognize that in an increasingly competitive local health market, simply throwing up a website and a few digital ads isn’t going to cut it anymore. Here are five ways that physicians can optimize their digital marketing efforts and stay one step ahead of the competition.

1. From One Patient to Another

Peer reviews have become the gold standard of quality control — in fact, 90% of 18-24 year-olds say they trust medical information shared by peers on the internet. While, at the end of the day, the content of online reviews may be out of your hands, there’s a lot you can do to garner a favorable rating for your practice on these sites.

First, claim your profile on popular review sites like Yelp, ZocDoc, Healthgrades, and Vitals. Many of these sites offer “freemium” services (or free services with the option of paid upgrades), making them a quick and easy way to increase your visibility online. It’s also a good idea to encourage satisfied patients to actually go to some of these sites and spread the word about their positive experience at your practice. Not only does this enhance your online brand, but it helps bury and mitigate the damage from any potential negative reviews you may have.

2. Get a Listing on Google My Business

There’s no denying that when it comes to digital marketing, Google reigns supreme. While search engine marketing (SEM) and search engine optimization (SEO) are, of course, vitally important, many medical marketers spend all their time and energy on these areas, overlooking a number of impactful platforms and tactics as a result. One such platform, Google My Business, is a medical practice’s one-stop-shop for directory listing optimization. Subscribers’ business information appears on Search, Maps, Google+, and Google Places. This means that prospective patients can easily find your practice, regardless of where they are or what kind of device they’re using.

3. Mobile Matters

Today, about 72% of American adults own a smartphone, and about 62% of those users report using their mobile devices to seek out health-related information. In response to these trends, Google updated its search engine algorithm to give preferential treatment to mobile-optimized websites back in early 2015. Since then, any physician who wants to boost his or her practice’s ranking in Google’s organic search results must ensure that their website is “mobile-friendly.” To see if your current website is up to snuff, copy/paste the URL into Google’s handy Mobile Friendly Tester.

4. Blog, Blog, and Blog Some More

Here’s some advice that translates over from the pre-digital world: it’s a lot easier to find something when there’s a lot of it. Consistent blog publishing is a great way to not only claim more online real estate, but also to strengthen patient trust in your brand and establish yourself as an industry thought leader. Write posts that will resonate with your target audience and demonstrate your specific areas of expertise. Enhance the SEO value of your content by crafting keyword-heavy titles and interlinking with other pages and blog posts on your site. That said, don’t overload your articles with anchor links and overly-promotional calls to action (CTAs).

5. Never Underestimate the Social Network

Social signals, or the activity generated on social media around ‘likes’, ‘shares’, and ‘retweets’, can have a huge bearing on where your site appears in Google searches. While the exact SEO impact of social signals is difficult to pin down, there are certain ways to easily increase your online presence through clever social media usage.

Aim to regularly post content that people would want to "like" or, ideally, "share." Each share will expose your post to new potential patients, while simultaneously boosting your ranking in Google searches. Remember: you’re trying to connect with patients, so your content needs to appeal to people outside of the medical profession. As with blog posts, you should post regularly to maintain an engaged following. Finally, be sure to utilize all of the major social media sites: Facebook, Twitter, Instagram, Google+, and LinkedIn.

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Should We Use Social Media to Diagnose Diseases?

Should We Use Social Media to Diagnose Diseases? | Online Reputation Management for Doctors | Scoop.it

Last month, I wrote an article called “3 Amazing Ways Google Search Data is Improving Healthcare,” that discussed the notion of using search engine data to diagnose illness before patients are even aware that they might be sick.

 

I recently came across a Wired article by Dr. Sam Volchenboum, the Director of the Center for Research Informatics at the University of Chicago, and a co-founder of Litmus Health, a data science provider for early-stage clinical trials, that explored this idea in depth. Here are a few of the key takeaways from his piece.

Data, Data Everywhere

From a data science perspective, says Dr. Volchenboum, the world is effectively becoming “one big clinical trial.” Internet search, social media, mobile devices, wearables, etc. are generating a steady — and staggeringly large — stream of information that “can provide insights into a person’s health and well-being.”

We’re not quite there yet, but it’s entirely possible that in the very near future, platforms like Facebook and Google will be able to alert someone to the possible presence of a disease before they’re even aware of it. While, in theory, this kind of technology would have the potential to save lives, Dr. Volchenboum aptly points out that when it comes to electronic patient health data, it’s never black and white.

How Does it Work?

In order to create a predictive model, a platform like Facebook would have to start by working backwards. Dr. Volchenboum explains, it would generate “a data set consisting of social media posts from tens of thousands of people will likely chronicle the journey that some had on their way to a diagnosis of cancer, depression, or inflammatory bowel disease.”

Then, using machine-learning technologies, a researcher or provider could analyze all of those disparate data points, taking into account the “language, style, and content of those posts both before and after the diagnosis.” This would allow them to create models capable of identifying similar behavior, which, in theory, would suggest a similar outcome down the road.

While such “early warning systems” are not yet in place, the underlying technology necessary to develop them certainly exists — the advanced predictive and machine-learning algorithms powering Facebook and Google’s advertising platforms basically use the same concept, but simply employ them to different ends.

A Double-Edged Sword?

I agree with Dr. Volchenboum that yes, we should start leveraging the vast amounts of consumer data in ways that benefit society as a whole, but that we also need to be very careful if and when we attempt to do so.

As we all know, the companies behind today’s biggest digital platforms detail how they plan to use consumer data in their terms of service; but as we also all know, few people actually take the time to read the terms of service. So, while these companies may be covered from a legal perspective, they’re not actually providing a functional window for patients who may be concerned about where their data ends up.

If this is the path we ultimately go down (and I’m quite sure it will be), we need to make sure it’s a highly transparent, opt-in system for those patients interested in participating. That means spelling it all out in terms that patients can actually understand, ensuring their data remains protected, and, if they choose not to participate, respecting that decision and keeping their data private. As patients continue to take a more active role in their health and treatment decisions, it’s likely that many would be in favor of this kind of technology — we just need to make sure it’s built upon a foundation of trust and respect.

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5 Tools to Grow your Online Presence for Doctors

5 Tools to Grow your Online Presence for Doctors | Online Reputation Management for Doctors | Scoop.it

Learning how to grow your online presence for doctors is a true challenge. It is something that must be done above and beyond running your medical practice. Your team may be able to help to grow your online presence, but a great deal of the work must also be done by the doctors themselves.

Online media tools for doctors are confusing and complex. Many doctors feel overwhelmed just learning all the names of each site, let alone using them.

Here are 5 tools to grow your online presence for doctors:

1) Doximity

More than 500,000 healthcare professionals have joined and use this social media platform exclusively for the medical community. Create an account to grow your influence within the medical community. You can also catch up on the latest medical news updates and read journal articles directly on the site.

2) Scoop

Scoop is designed for content creators to share their new articles videos and news all in once place. Doctors can benefit from this by going directly to aggregated feeds. It is a great way to grow your online presence for doctors, as you can find the latest news to share on social platforms. Doctors have access to the latest ideas and trends, and are able to share them. This gives you influence and a position as an authority in your field.

3) Mention

Think of mention as your virtual press agent. If you want to grow your online presence, Mention is a helpful tool to check out. The site is actually a set of tracking tools to help you monitor what people are saying about you on social platforms. It also tracks the activity of other online medical influencers and lets you connect with them. It also has an excellent blogfor learning more about social media and online presence which can be very valuable for doctors.

4) Quora

Want to be recognized as an online medical expert? Then take some time and answer important questions for patients and online searchers. think of Quora as the online FAQ center of the internet. Visit the section specifically for Medicine and Healthcare to get a sense of what people want to know. The more you share the more you can grow your online influence.

5) Hootsuite

To save time while try to grow your online presence as a doctor, look no further than hootsuite. Think of it as your personal assistant. The software can schedule your social posts and offer suggestions of valuable material to share.

Hootsuite offer very affordable tools that will also you monitor all your social media activity in one place. You can respond to comments, post updates, and more from inside the site.

These are just 5 tools that can help grow your online presence for doctors. There are many more nuanced tools and strategies. The more you learn about this new world of online influence, the better you can compete and become known as a doctor or value and credibility in the world.

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A Guide to a Healthy Online Reputation for Physicians

A Guide to a Healthy Online Reputation for Physicians | Online Reputation Management for Doctors | Scoop.it

Besides medical education credentials, specialty experience, and a pleasant bedside manner, the next most important thing a doctor can have is a good — or preferably great — reputation. It can be a deciding factor between a new patient choosing your practice instead of another. And today, having a healthy online reputation as a physician and medical practice is more important than ever.

Just take a look at these convincing statistics:

  • According to a recent report published on the Journal of Medical Internet Research, not only did 88 percent of adults in the United States search the internet for health-related information, but 47 percent of adults Americans looked up information about their providers online, 37 percent reviewed physician-rating sites, and seven percent who consulted online information about their provided posted a review online themselves. Thirty percent compared physician’s online before making their choice as well.
  • A further study reported as part of the Pew Internet and American Life Project revealed that 43 percent of people with a chronic disease looked online for information about doctors.
  • A survey by Software Advice of 4,515 patients in the United States indicated that patients used online review sites as a tool to research doctors. As a first step to find a new physician, the majority (62 percent) of uses online reviews as their initial go-to method.
  • In 2011, 28 percent said they searched online for information about the quality of care provided by a primary care physician or medical specialist as compared to 24 percent in 2010, according to the 2011 Survey of Health Care Consumers in the United States published by Deloitte.

Statistics aside, it just makes pure common sense in today’s digital age for physicians to manage their online reputation. Negative comments, whether its a misleading mainstream media article or defamatory online review from a disgruntled patient, can paint a physician and his practice in an unflattering, and possibly incorrect light, causing the medical practice doorbell to ring less often.

Online reviews can have a major influence on the success of a medical practice, but that shouldn’t frighten medical practitioner owners. While a negative online review can drive patients away, good online reviews can serve as a powerful physician marketing tool.

With that in mind, physicians should have a keen awareness of the areas for which they and their practice are being evaluated by patients.

What’s Being Rated and Reviewed?

While there are many areas of physician qualities, care, and services that are being discussed, reviewed, and rated by patients online, the majority fall into these categories:

  • Communication skills - This includes an explanation of medical conditions and treatments, listening skills, attentiveness to patient, follow-up, and bedside manner. How rushed the physician seemed is a frequently-cited comment that physicians should pay particular attention to.
  • Availability - Includes ease of scheduling, appointment availability, and wait time for scheduled appointments.
  • Facilities - Waiting room comfortability and amenities, cleanliness, on-premises services (like lab services).
  • Staff - How professional, helpful, and courtesy is the staff?

With the increased transparency in the healthcare system overall, it is essential for physician practices to pay attention — and close attention — to these patient rating categories.

Tips for a Healthy Online Reputation

On the web, information, whether good or bad, can spread like a wildfire. Follow these general tips to make sure your practice’s online reputation works for you, rather than against you.

  • Update directory listings. Create, optimize, and manage listings on HealthGrades, Yelp, Google+, ZocDoc, RateMD.com, and Vitals, in addition to Facebook and LinkedIn.
  • Respond to comments, especially negative comments. For instance, patient comments such as “The doctor seemed rushed during my time with him” can be softened by responding “We take great pride in helping as many patients as possible since we are one of the few practices offering this specialty in the local area.”
  • Improve your bedside manner. Patients refer to a physician’s bedside manner in online discussions more frequently than most other factor, says KevinMD.com, so doctors can do a lot to improve their online reputation simply by making patients feel that they are truly concerned about their wellbeing. To this end, physicians should work on presenting a less “rushed” appointment, and even work on lengthening patient appointment times if possible. Building trust by continually following up with patients also helps.
  • Engage an online reputation management service. There’s no doubt about it; online reputation management (ORM) is a time consuming process. Employing a professional ORM service saves you time and money — and more importantly helps to keep your online reputation healthy.
  • Create a large body of positive and patient-valued content. Providing relevant content in the form of blog postings and articles not only provides an additional source of information for patients and engage patients, but it can make detrimental articles in newspapers become deeply buried into the back pages of search engines. In other words, creating a large body of positive content can outweigh negative material. Post engaging content and industry relevant content at least weekly on your website’s blog and Facebook pages.

Physcian Marketing Online Reputation Management Takeaway

Patients are increasing becoming healthcare consumers, and the impact of patients reviews and rankings on physician practices can no longer be overlooked or ignored. It is imperative that physicians become proactive in managing their online reputation through physician marketing in order to attract and retain patients and increase their bottom line financial metrics.

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Dealing with Negative Online Reviews of Doctors

Dealing with Negative Online Reviews of Doctors | Online Reputation Management for Doctors | Scoop.it

Can one bad apple ruin it for the bunch? Yes, if you’re talking about online reviews.

Doctors train for many years and work very hard to maintain robust practices, so it is only natural that they are very protective about their reputations. As sites such as healthgrades.com and ratemds.com grow in popularity, it becomes harder and harder for physicians to manage their reputations online.

 

So what happens when a patient posts a scathingly bad review?

The results may not be as bad as you would imagine. In fact, a study found that most patients had never checked their doctor’s reputation online at all. However, the same study found that patients are beginning to be more aware of physician reviews online and are likely to begin consulting online reviews of doctors in the future.

That means that a bad review may not be the end of the world right now, but could negatively impact a physician’s future business if he or she does not take steps to improve his or her image online.

 

Combating a Bad Review

The best way to combat a bad review is to fight fire with fire. While many doctors may feel the urge to discourage patients for posting reviews online, the exact opposite is the best response. Doctors should work with their marketing team to make a plan to encourage patients to post more reviews online.

Why? Because a recent analysis of online doctor ratings shows that more than three-quarters of all doctor reviews are overwhelmingly positive. Encouraging patients to go online and write a review is very likely to result in a higher number of positive reviews, which will help to mitigate the damage of any negative reviews.

When criticized in a public forum, it may be tempting for a doctor to respond publicly. In most circumstances, the doctor would be better served to either respond privately or not at all. Often the doctor’s other patients will publicly defend their doctor. If there is truth to the criticism, however, the physician should take steps to remedy any problems that led to the negative review.

 

What if a Negative Review Isn’t True?

Physicians should directly contact review sites if they believe a review is planted or false. While review sites will not remove reviews solely on the basis of their being negative, some will consider removing a review if it can be proven false or inaccurate. Most sites will require some kind of proof.

Lawsuits are rarely a good option for physicians seeking to vindicate themselves from a negative review, even if it is false. A lawsuit can draw more attention to a situation that will most likely go away on its own, and can negatively impact a physician’s relationship with his or her other patients. If the physician has proof that the negative review was planted by a competitor, a lawsuit may be appropriate and more successful than one against a patient. Doctors may be better served, however, by engaging patients and encouraging them to participate in the online community.

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Use Review Sites and Search Queries to Manage Bad Press

Use Review Sites and Search Queries to Manage Bad Press | Online Reputation Management for Doctors | Scoop.it

Reputation is critical to every healthcare provider and while many use the internet to promote that reputation, few use the tools it offers to effectively identify and address bad press. Damaging reviews, articles, and blogs can taint a provider’s reputation but they also present an opportunity to respond to the authors to mitigate the damage.

Identifying Bad Press:

The use of online reviews to evaluate or select a physician increased from 25% in 2013 to 42% in 2014. Most of these people used positive reviews to help them select a new physician. Fortunately, the more reviews you have the less impact one negative one will make on your reputation. There are several sites that provide physician reviews but the ones cited as most often used are:

  • Yelp
  • Healthgrades
  • RateMDs
  • Vitals
  • ZocDoc

Yelp and Healthgrades were viewed by consumers as the most trusted of these sites. Your patients should be encouraged to leave reviews on these popular sites but you should periodically monitor them for reviews from unsatisfied patients.

You should also leverage Google and Google Suggest to conduct monthly searches on your company name. These searches will identify articles and blogs that mention your organization and often provide you with an opportunity to respond. Even a “thank you for your feedback” statement will be seen in a positive light by others reading these pieces.

Responding to Bad Press:

Over 80% of online review are either neutral or positive, but what do you do when a review is negative? One of the biggest challenges healthcare providers face is patient privacy restrictions. You cannot speak directly to any treatment aspect of care or otherwise identify the patient or present their personal information such as diagnosis, expected outcomes, etc. Even if the reviewers presents this information themselves, do not repeat it or expand on the information.

Despite these limitations, there are several ways to address bad reviews and negative press.

  • Respond privately if the person has identified him or herself. Apologize for the problem, explain how you will address it, and be sympathetic to the impact it had on the patient. If done well, a critic can become a loyal advocate.
  • Don’t respond to a negative review if you have many positive ones. It is likely that your loyal patients will step in and support you and negate the bad review. This is a more effective response than if you did so yourself.
  • If you feel you must respond, wait until you can address the matter calmly. The impulse to type in a scathing remark is strong, but it can damage your reputation more than the initial review. Give yourself at least 15 minutes before responding.
  • When you choose to respond, stay positive and flip the “script.” Apologize for the problem followed by positive statements such as: “We are sorry that you had a long wait time before seeing the physician. We work hard to keep to our schedule and have added additional staff to help us with this goal.” Do not be defensive, even if the person is unreasonable, i.e. the road was flooded and the doctor was late in arriving to the office.

Monitoring your brand and reputation on the internet is a necessary component of your marketing plan. Remember that bad press is inevitable but your response will determine the extent of its effect on your practice.

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How Does Your Medical Organization Handle Negative Feedback?

How Does Your Medical Organization Handle Negative Feedback? | Online Reputation Management for Doctors | Scoop.it

Ping! An email comes in. You open it and your face drops. One of your patients just posted a negative review on your Facebook page. What do you do next?

Your instinct may be to ignore or delete the review, but I assure you this is not the answer. Trying to silence negative reviews misses a valuable opportunity for us to connect with patients. It sends the message that you are more interested in covering up negative feedback than addressing it and improving your practice.

Many of us in healthcare need to shift our perspective on public patient feedback. Social media marketing is about more than pushing out content. Social media platforms provide an opportunity for us to talk — and listen — to customers. So when we do get feedback, it means these platforms are working well. Negative feedback is not a threat to business or a personal attack; it is an opportunity to show your patients (and potential patients) not only that you listen, but that you are eager to improve their experience.

Below are five tips to effectively manage online reviews:

1. Be Prompt

When a negative review appears, respond in a timely fashion. Creating a policy for responding to online reviews now will help you be prepared to handle the majority of reviews. Pull together important phone numbers and email addresses, and even write sample responses to common questions or complaints.

2. Be Gracious

Resist the urge to get defensive. Instead, address the reviewer’s concerns with professionalism and kindness. Post a public response thanking them for taking the time to share their experience, and apologize that their experience did not meet your standard of care. Your public response shows other members of that online platform that you care about feedback and that you are responsive to concerns expressed by your patients or their family members. Ultimately, that helps to deepen people’s connections with your brand.

3. Move the Conversation Offline

Once you have demonstrated your dedication to making the situation right, it’s best to move the conversation offline as soon as possible. Encourage the patient to contact the office so you can hear more about their experience and learn from it.

4. Differentiating Between Trolls and Concerned Customers

Unfortunately, there are some people who are determined to shock and upset others. It can be difficult to discern between trolls and upset customers. Pay attention to their motivation and tone. If the person is using explicit or inflammatory language, there’s a good chance you are dealing with a troll. No response will satisfy them — instead, they will use a response as an invitation to keep posting.

Trolls want attention. No matter how difficult it might be, ignoring a troll could be your best tactic to get them to leave you alone. If someone uses profanity or harasses other users, consider deleting their comment(s) and blocking the account.

5. Ask For Reviews

The best way to prepare for a negative review is to actively encourage patients who have had positive experiences to post on various social media platforms and review sites. You might even print out instructions explaining how to do so. That way, any negative comments, though valuable, will seem inconsequential compared to the dozens of positive reviews.

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A Healthy Approach to Social Media

A Healthy Approach to Social Media | Online Reputation Management for Doctors | Scoop.it

In today’s fast-paced society, everyone and their mother is on some sort of social media—Facebook, LinkedIn, Twitter or Instagram, just to name a few. Social media has changed not only the way we communicate, but also the way that we get our information. More than 40% of consumers say that information found via social media affects the way that they deal with their health: What’s the latest workout? What’s the best diet? Who’s doing CrossFit? With so many new fitness crazes popping up, most people can be found with at least one health-related app.

Popular health and fitness websites such as WebMD and MyFitnessPal have generated their own online forums for users to share messages and information. (I, too, am guilty of looking up a symptom or two on WebMD.) 

What’s the draw? Why do people choose to use social media as their go-to for medical questions and answers? Instant gratification. Nowadays we’ve become so conditioned to receiving answers in seconds that waiting a day for test results seems unreasonable. It’s so much easier to punch in your symptoms on Google rather than making an appointment at the doctor.

But it doesn’t need to be an either/or decision. Healthcare providers can use social media to their—and their patients’—advantage. Overworked nurses and pediatricians could save valuable hours teaching kids how to properly fit a bike helmet by uploading a single YouTube video. A doctor could discuss a complicated procedure with a nervous patient, provide more information, and greater peace of mind, by referring them to a video or an article—or better yet, having that video or article on hand in their office.

I’m not saying that every health facility should run out and create an app. However, every facility should, in fact, have a strong social media focus no matter their size. With all of the health-related discussions constantly filling newsfeeds, providing the right content where people are spending a majority of their time is part of modern medicine.

Social media is important for healthcare providers to stay in communication with past, present and future patients. Like it, tweet it, pin it. Get the real facts out there. The world is online and moving forward. The fact of the matter is: If you aren’t on social media, then you’re far behind the learning curve.

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Online Reputation Management for Healthcare Practices & Physicians

Online Reputation Management for Healthcare Practices & Physicians | Online Reputation Management for Doctors | Scoop.it

What’s more valuable for choosing a new restaurant, gym, or smartphone: an online review or the suggestion that your friend makes? Nearly three out of four consumers (72%) say they trust online reviews as much as personal recommendations, according to a SearchEngineLand.com survey posted on MedNet.com.

In the last year alone, 68 percent more patients turned to online reviews to gather information about potential healthcare providers. And nearly half of all patients (44%) may be willing to seek out-of-network doctors with favorable online reviews, according to a survey featured on FiercePracticeManagement.com. Does your online reputation have new patients lining up to schedule an appointment or is it scaring folks away?

Online Healthcare Reputation Management Basics

Online reputation management can be tricky. On the one hand, candid reviews are important for protecting prospective patients from an unethical physician or poorly managed practice; however, these practice and physician-related problems are pretty rare. Most of the criticism that’s leveled at doctors in online reviews—a long wait before an appointment, the high cost of a treatment—are systemic issues that a single physician or practice cannot single-handedly fix.

Additionally, doctor-patient confidentiality prevents physicians from directly engaging online critics. While you can’t wage all out war with an online critic, the good news is that you don’t need to. And many factors outside a physician’s immediate control, like wait times, actually rank as one of the least important factors for patient reviews, according to a survey featured on FiercePracticeManagement.com.

A survey of 4,000 patients using reviews found that the following review elements are most important when deciding whether or not to schedule an appointment at a physician’s practice:

  • Quality of care (48 percent)
  • Rating (45 percent)
  • Patient experience (40 percent)
  • Accurate diagnoses (34 percent)
  • Wait times (25 percent)
  • Doctor’s listening skills (22 percent)

 


In general, most physicians are rated positively and higher rankings for hospitals and medical practices are associated with better medical care, according to an analysis of online reviews conducted by the American College of Surgeons. Unfortunately, since physician review websites (PRWs) do not verify the authenticity of a patient’s review, there’s a high possibility for abuse, misinformation, and outdated information.

While you cannot directly control the quality or quantity of your practice’s reviews, these reviews play an increasingly important role in generating referral traffic to your website and appointments for your practice.

 

The following steps are a good start for online reputation management:

  • Keep tabs on your profile. You can’t improve what you don’t know! Popular PRWs include Healthgrades.com, Vitals.com and RateMDs.com. Increasingly, websites like ZocDoc.com also offers patient reviews in conjunction with the ability to book appointments with participating physicians.
  • Set up an online profile. Many PRWs allow physicians to display professional profiles; use the information in your profile to control your reputation and protect against potential criticism. For example, you could highlight your willingness to accept same-day appointments or your expertise in a highly specialized practice field.
  • Request feedback from patients. In general, you can expect positive feedback from long-time patients. Post a sign in your waiting area saying that you value feedback and send an appointment-follow-up email, inviting patients to take a short online survey. Quote positive reviews and link to addition positive content on your practice’s site.
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Reputation Management Tips for Medical Doctors

Reputation Management Tips for Medical Doctors | Online Reputation Management for Doctors | Scoop.it

Before patients ever enter your office, their first impression of you often comes from a digital source like your website, social media or physician review sites. They have the technology at their fingertips and make many important life decisions – like who they want to seek medical care from – based on what they see and read online. By crafting and maintaining your personal online image, you give patients someone with whom to connect.

Here are 5 tips to protect the integrity of your practice and ensure your online reputation works for you, not against you.

1. House Call to Action

While the true house call may be a thing of the past, it’s more important than ever to keep in contact with patients outside your office. You are your own brand and leaving a void for someone else to write malicious things under your good name is risky. Brand or be branded.

2. Build Your “Bedside Manor” with Bedside Manner

Living in the digital age, it’s inevitable that at some point, someone, be them a patient, a competitor or simply someone with an opinion is going to find fault with you and your practice.

The best thing to do is respond quickly and professionally. Apologize when and where you can, it’ll help quell any further issues. But remember:

  • Don’t wait too long to respond or ignore the post altogether (within 24-hours is ideal)
  • Don’t delete negative posts, this can feed the fire
  • Keep HIPAA in mind and avoid talking about the specifics of a patient case in a public forum

The inverse is also true, saying thanks to positive comments reinforces the sentiment, building brand advocates. Establishing and maintaining a dialogue is key to eliminating bad and creating good word-of-mouth referrals. Encourage your brand advocates to post favorable reviews on rating sites like Yelp, Healthgrades and Google+.

3. Become the Information King or Queen

Over 70% of internet users say they have looked online for health information. Your patients are exposed to more health information than they know what to do with and unfortunately much of the info can be misleading or blatantly incorrect. Becoming the trusted online voice of your patient community reinforces the information and instruction given to them during an office visit. It also alleviates patients seeking treatment that they do not need.

The best content to include on your website and social media posts include:

  • Major health conditions (causes, symptoms and treatment options)
  • Detailed information on the treatments you provide (include specifics on procedures, so patients know what to expect)
  • Lifestyle recommendations (specify what patients can do in their personal lives to prevent and minimize illness including diet and exercise)

4. Monitor, Update & Manage

Imagine working to create these social media sites and to build all of this great content for it to lay dormant because you don’t have time to update. Don’t let your digital presence slip! Designating a trusted staff member(s) to monitor social media activity, respond to website inquires and post specials or exciting news is critical for long-term success.

Checking in on social media to see what your patients are saying and to stay informed on the hot topics in health-related news can help to build relationships when social media and website visitors are in your office.

5. Hire Professional Help

Managing your online reputation is not always an easy task. Often, hiring an outside organization to help manage your marketing efforts alleviates some of the burden. When hiring professional help, look for companies who do not overpromise – removing all your bad reviews and landing you 1,000 followers on Facebook in a week is indeed too good to be true.

 

 

Remember – real reputation management is about creating a positive patient experience with relevant content and direct access to your information, while minimizing exposure to negative reviews or your competition.

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Online Reputation Management Strategies For Medical Practitioners

Online Reputation Management Strategies For Medical Practitioners | Online Reputation Management for Doctors | Scoop.it

While the Internet revolutionizes patient privacy laws, it's also redefining the relationship between medical practitioners and their patients. While this relationship was once restricted to the exam room, patients are now empowered to take their musings about healthcare – the good, the bad and the ugly – online.

While the notion of having your practice reviewed on a third-party review site can feel nerve-wracking, the reality is online reviews are being increasingly utilized by patients. A recent survey found that more than 65 percent of people are aware of online physician rating sites and approximately 28 percent of potential patients search these sites. More than 40 percent of respondents deemed physician rating sites as "very important" for choosing a physician. In another study, 45 percent of respondents were willing to see an out-of-network doctor if he or she had more positive online reviews than an in-network doctor.

Today, in the U.S. alone, there are over 65 sites devoted to online medical reviews. While the structure and extent of information varies, most sites provide basic information about a given physician or practice, including education, specialty and experience. Physician ratings are assigned to a variety of factors influencing patient care. The most common factors include the physician’s communication skills, bedside manner, ease of scheduling an appointment, wait times, office and waiting room cleanliness, and staff courtesy.

Online reviews should not be dreaded or feared. They can be used as tools to help medical practitioners ensure the quality of patient care. You must accept the fact that online reviews are a reality. Whether you like it or not, online reviews are trusted by patients with increasing frequency. Your practice will have a better chance of performing well if you can leverage the power of positive online reviews, improving your online reputation.

A proactive online reputation strategy can help current and prospective patients perceive your practice as an established, credible, authoritative medical resource. Positive reviews can also suppress negative remarks, pushing them lower on search engine results pages to help reduce their visibility. Here are some effective strategies for monitoring and improving the online reputation of your medical practice:

•Keep listings updated: In addition to third-party websites such as RateMDs.com and Vitals.com, keep business information updated on search engines like Bing and Google. Consistent and accurate listings on multiple sites make you appear engaged with patients, improves Google page ranking and reduces frustration over incorrect on. This strategy is particularly important for small practices and clinics that offer unique features or services such as flexible appointments, short wait times, multiple locations, and multiple insurance plans accepted.

•Monitor online conversations: Monitor your patients and know what is being posted about your practice on social media channels and other sites. You can use tools like Google Alerts and Social Mention to monitor the digital landscape. To manage online conversations, you must first claim all public listings of your practice on local directories, including Google Places. By claiming your listing, you gain control of what gets published under your brand’s name.

•Respond to online reviews: It's important to track and address online reviews promptly and professionally. Instead of waiting for reviews to come in, you should look for innovative ways to encourage your patients to post positive online reviews for your practice. Make the review process simple. The easier you make it for your patients to leave a review, the more likely they are to do so. Consider implementing a tool that gathers reviews from various sites so you stay one step ahead.

•Use social media to engage patients: No practice can afford to evade the influence of social media, and therefore it becomes critical to monitor social media channels and actively engage patients. You can implement tools to help you track social activity and brand mentions in a dashboard format using a site like Hootsuite. By staying active on social media, you can create brand advocates, drive website traffic, and attract positive reviews and feedback for your practice.

•Provide unmatched customer service: Most often, unhappy patients will not complain; but are unlikely to use your practice in the future. If you do not provide excellent care, patients will rarely bother telling you what your mistakes were or how to improve. Unhappy patients, in addition to not returning to your practice, will likely tell others about their bad experience. The ripple effect of one unhappy patient can be very damaging to your brand reputation. Make sure your staff is trained on providing excellent customer service.

Managing your medical practice’s online reputation is a continuous activity. You cannot build a strong reputation overnight. This is why most doctors choose to hire professionals to help them improve the online reputation of their medical practice.

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Managing Online Patient Reviews

Managing Online Patient Reviews | Online Reputation Management for Doctors | Scoop.it

Has your practice gotten a bad review or reviews on a rate-your-doctor website? If not, then it’s in a very small and shrinking minority. Specialty medical practices are issuing more and more calls to us for help in addressing reviews and ratings of their physicians on websites such as Yelp.com, RateMDs.com and Healthgrades.com.

In the previous posting, I addressed the trend towards over-valuing Facebook in its power to attract new patients to a medical practice. Here I’d like to say the opposite about rate-your-doctor websites: they may be the hottest thing in social media for making or breaking a practice.

As a recent example, a friend was telling me just yesterday about her cross-country move to a new city two months ago. Soon after arrival, she booked an appointment with a primary physician in the new city. “But then I discovered this doctor had not one but two bad online reviews,” she related. “One would have been fine, perfectly acceptable. But multiple complaints made me suspect that there was a real problem.” She promptly cancelled the appointment and found another PCP with better reviews.

Okay, that’s a single anecdote. But wait, there’s plenty more evidence leading me to proclaim rate-your-doctor websites as hotter than Facebook:

  1. A sharp increase in the number of ratings of our client physicians.
  2. The frequency of practices asking our help in dealing with negative reviews.
  3. Data on visitors to the practice’s websites.

On the first point, we’ve been monitoring these sites for quite a while. A few years ago or even 12 months ago in some cases, our client physicians typically received a trickle of reviews by patients. The trickle has since grown to a steady stream. And in some cases, the stream has become a torrent, sometimes because of negative reviews.

On the second point, more and more clients are certain that certain negative reviews are the work of fiercely competitive physicians and/or disgruntled ex-employees – some of whom have gone to work for competitors. It’s often difficult to tell the difference between real patient reviews and flamers, of course. But some reviews are more overt hoaxes, sufficiently lacking in details and repetitiously vague in their complaints.

Numbers don’t lie

Thirdly, at MedMarketLink, we spend a lot of time analyzing website data for where visitors to our clients’ sites come from. At most, Facebook accounts for a mere 2 to 3 percent of visits to a practice’s site. That is, someone finds a medical practice’s Facebook page and then links to the practice website. This is reason enough for a specialty practice to have some presence on Facebook. But refrain from putting all your eggs in the FB basket.

While Yelp or RateMDs.com usually send smaller numbers of visits on an individual basis, logic tells us that this information is largely irrelevant. With more than 700 million users, Facebook is sending more people more places simply because it attracts more people.

Further, a patient on the verge of selecting a physician is more likely to focus on Yelp or RateMDs.com ratings after she has visited the practice website. The rate-your-doctor sites usually list so many physicians for each specialty that it’s difficult to gauge any indivual within the rather vanilla pages of this medium. Most display no photos of the doc (unless the doc pays for the privilege), scant detail on the practice overall, particularly the more personal look and feel of the practice that can be conveyed through a well-executed website. In short, a visit to a rate-your-doctor site is one of the final stops before a patient contacts a practice for an appointment. A few pages on the review site simply cannot represent an organization as well as a practice’s website of dozens of pages (or, in the case of MedMarketLink clients, hundreds of pages).

Good enough for hotels & restaurants 

In the previous blog posting, we discussed how a prospective patient might ask about the skills of a physician in hopes of getting accurate information. Actually, the prospective patient doesn’t even have to ask. A stranger volunteers the information enthusiastically, without being prompted. Or, rather, multitudes of strangers.

Most people know that rate-your-doctor websites work pretty much the same way as sites with customer ratings of hotels and restaurants. Anyone can say almost anything – anonymously, of course – about the business being rated. You need only establish a free account with one of these sites; then you login and hold forth on the business (or doctor) of your choice.

Rate-your-doctor sites require no evidence from any reviewer that she’s even met the physician subject of her critique. Yes, some sites have a few safeguards against flagrant abuses.  For example, some sites employ human editors who troll for habitual “flamers,” or people who initiate extreme verbal attacks. In some cases these sites have removed the most hateful comments and banned the commenters.

But these are less-than-perfect safeguards, and the instigator can merely register with the site under a new identity. So is a medical practice helpless? Is there anything to be done to at least address the most flagrant untruths?

Managing online patient reviews

Naturally, a practice cannot control its reviews on rate-your-doctor sites. But a practice can most definitely influence the reviews through a combination of good clinical work, excellent customer service and proactive communications.

Furthermore, in some cases, a practice can directly address the most stinging reviews directly. Most rate-your-doctor websites allow physicians to establish personal accounts on the site. The websites do this usually in hopes of selling advertising to the docs. Nonetheless, most allow free registration of physicians, if for nothing else than to gather more marketing data.

For these sites, the registered physician often can communicate directly to the complainer and/or comment publicly on the complaint on the same web page. Sometimes this kind of interaction leads to a happy resolution for all, thereby transforming the complaint into glowing praise for the doctor and the practice.

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10 Conversion Boosters for Physician Websites

10 Conversion Boosters for Physician Websites | Online Reputation Management for Doctors | Scoop.it

Fortunately, optimizing medical practice websites and increasing conversion rates (the number of leads who fill out a contact form or schedule an appointment, for example) can be a relatively simple and straightforward process. Here are 10 conversion boosters to help you transform online leads into filled seats in your waiting room.

1. Content Scan Optimization

On average, website visitors won’t read more than a quarter of the words on a given page, as Neilsen Norman Group explains, so make it easy for them to quickly scan and find the information they need: headlines, navigation buttons, and calls-to-action (CTAs), organized in a clear visual hierarchy.

Other important considerations: headlines should contain keyword search queries (the words they clicked on a Google results page), content should be broken into easily digestible sections, and instructions for next-steps should be extremely clear.

2. Mobile Optimization

Mobile is now, by a clear margin, the primary means for searching the internet, according to Marketing Land — so your website must accommodate mobile users flawlessly. Whether through responsive website design or mobile optimization, content and images should be easy to navigate on a mobile device. Even more importantly, it’s a good idea to add click-to-call (CTC) functionality and track mobile traffic independently.

3. Photo Usage

People like to see other people smiling; statistically, such images have been shown to improve conversion rates by as much as 95%, according to KissMetrics. Professional photos of your staff and patients breed familiarity and trust among leads by demonstrating that you’re a real practice with real, happy patients — while at the same time differentiating you from the competition and leaving a lasting impression.

For practices focusing on cosmetic procedures, “Before” and “After” pictures of patients are also a great way to provide an immediate proof of concept.

4. No Graphic Imagery

Overly medical or graphic content will likely scare potential patients away, and should be avoided. However, showcasing procedures in a palatable manner (often via illustrations) can help to inform, comfort, and draw in your prospects.

5. Video Usage

Videos are a highly effective way to engage leads and deliver information concisely. In fact, consumers at large are 1.81x more likely to make a purchase after watching a video, as Adobe explains. Such content should feature physicians, staff, or patient testimonials and, of course, be formatted for mobile. Make sure to avoid annoying auto-play functions.

6. Testimonials & Reviews

Given that 88% of consumers trust online reviews as much as personal recommendations, according to Search Engine Land — and that 62% of patients seek reviews as the first step in finding a doctor — sites should always feature patient testimonials prominently. In fact, positive reviews have been proven to deliver sales boosts of up to 18%, as Econsultancy reports.

7. Easy-to-Find Phone Number

It’s much easier for patients to call you directly than to fill out a submission form your website. Accurate and up-to-date contact numbers must be placed visibly in an upper-right corner or on your “Contact Us” page. A frequent but easily avoidable misstep: never save your contact number as a text file, which can’t be copied and pasted.

8. Contact Forms: Intuitiveness

Physicians require patient contact information for follow-up, but website visitors aren’t always willing to provide it. Forms need be placed in obvious locations throughout the site, and the form-filling process must be seamless — any minor pain point can be cause for hesitancy.

9. Contact Forms: Simplicity

For customer convenience, aim to collect only the information from leads that is absolutely essential. It’s often helpful to have only a few required fields, with the rest being optional. But take note: one company managed to increase conversions 120% by simply reducing their number of required fields from 11 to 4, according to Ubounce. And don’t forget: form-filling on mobile should be optimized for the platform — in other words, keep it simple.

10. Contact Forms: Reinforce Trust

Filling out a contact form is, essentially, like lending your personal information to a complete stranger. Build customer trust with highly visible accreditation logos, trust seals, and certifications from well known, reputable organizations.

While these 10 conversion boosters can help to significantly improve your physician website, performance evaluation and optimization should be ongoing processes — testing, experimentation, re-testing, and implementation are the keys to long-term success.

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How to Start Marketing Your Medical Practice on Facebook

How to Start Marketing Your Medical Practice on Facebook | Online Reputation Management for Doctors | Scoop.it

The notion that Facebook is an important marketing channel isn’t exactly breaking news — the platform’s 1.94 billion users and projected 39.1% share of the total U.S. display ad revenue in 2017 kind of say it all.

But for physicians and other medical specialists, just getting a Facebook presence up and running (properly) can be a real challenge. If you’re considering investing in Facebook marketing for your practice (or want to revamp your current approach), here are a few tips and tricks to help get you started on the right foot.

Build Your Practice’s “Company Page”

Within the medical community, using a personal Facebook account to represent your brand is often viewed as unprofessional — you’ll want to build an official company page, which will serve as your primary channel for interaction and engagement on the network.

Of course, Facebook outlines the basics of creating an account in its Help Center, but here are a few healthcare-specific tips that will help boost the efficacy of your page:

  1. Make your contact info clear and easy to find: be sure you include your phone number, typical hours of operation, address, and a link to your main website, just like would on a business directory listing or your site’s “Contact Us” page.
  2. Include photos and videos: Facebook users prefer visual-based content. Be sure to provide compelling images and videos that highlight your facilities, staff, and general expertise in your field.
  3. Calls to action (CTAs) are key: the primary goal of your page is to get patients to visit your website and/or call your offices directly. Make sure you’re giving them plenty of opportunities to do so by including clear and highly visible CTAs throughout your page.

Start Generating Content

Before you start promoting or inviting people to your page, you’ll want to make sure it’s well-populated with an interesting array of content. Good Facebook posts typically include a visual element like an image or infographic (as I already mentioned, visual posts tend to outperform text-only ones). If you do include text, try to keep it short and digestible — you don’t want your target audience’s eyes glazing over from a long-winded, technical explanation of a condition or treatment.

A good workaround for this is to use Facebook posts to promote longer-form, onsite content, such as a blog post, interview or podcast. This approach comes with the added benefit of sending more qualified traffic to your site, where there’s an increased chance for conversion.

Connect With Your Target Audience

Start growing your practice’s Facebook fan base by leveraging existing networks — invite current patients, colleagues, and friends to “like” your page so you have a solid foundation of followers Now start linking some of your other on- and offline marketing efforts to your new page. For example, start promoting your Facebook page in your email signature, on your website, and even on informational/promotional brochures.

You can also join and start posting in Facebook groups largely made up of your target patient demographic (for example, if your practices specializes in sports medicine, you could look for local running or health and fitness clubs). Just make sure you’re not being overly advertorial — coming across as “spammy” will likely do more harm than good.

Invest In Facebook Advertising

If you want to boost your Facebook marketing strategy to the next level, you should consider investing in Facebook advertising. Facebook’s advanced ad platform allows you to target patients based on key demographic information (e.g., age, gender, ethnicity, geographic location, language, income, and more), as well as their interests (e.g., interests they list on their profiles, specific Pages they like, and other ads they’ve clicked on in the past).

Of course, seeing a positive ROI will require a properly designed, implemented, and actively managed campaign. Just like Google, Facebook’s primary objective is to provide a positive experience for its users, so it’s constantly updating its algorithms and capabilities in accordance with consumer feedback and shifting preferences. In other words, there's no such thing as a set-it-and-forget-it approach. That said, the potential returns on a Facebook campaign make it well worth the effort and investment — you just need to make sure both are being spent in the wisest way possible.

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Three Reasons Social Media Should Be a Strategic Priority for Clinical Trials

Three Reasons Social Media Should Be a Strategic Priority for Clinical Trials | Online Reputation Management for Doctors | Scoop.it

The rise of digital media has revolutionized healthcare, empowering patients to conduct their own medical research and make their own decisions about treatment. Increasingly, clinical trial sponsors and CROs are recognizing this trend and adjusting their recruitment strategies in order to remain in-step with shifting consumer preferences. That “adjustment” has primarily entailed moving away from traditional advertising outlets (TV, radio, print) towards digital marketing channels in order to reach more prospective participants, and to do so in a more targeted, ROI-positive manner.

As social platforms like Facebook have matured and proliferated over the past five to seven years, it’s emerged as a powerful clinical recruitment engine. Here are a few of the key reasons sponsors and CROs should seriously consider adding social media marketing into their digital recruitment strategies.

1. Reaching a Wider Audience

In the past, one of the biggest roadblocks to patient recruitment success has been connecting a large enough number of patients with relevant clinical research opportunities in a cost-effective manner. Traditional media casts a wide net, but in addition to being expensive, there’s no real way of guaranteeing the message will actually reach your desired audience.

Data indicates that the industry’s approach to raising awareness has been largely ineffective. For example, NIH research suggests that some 85% of cancer patients remain unaware of active clinical research opportunities, even though 75% of them say they would be willing to participate if they did. What’s more, the efficacy of traditional tactics for patient education and referrals seems to be diminishing quickly — for example, a recent Tufts CSDD report indicates that only 0.2% doctors and nurses actively refer their patients to clinical trials.

Social media presents an opportunity for sponsors and CROs to reach an absolutely massive audience with the resources and information they need to enroll. For example, Facebook’s user base is now more than two-billion strong, which includes 100% representation for many chronic and/or rare conditions, such as Parkinson’s and Alzheimer’s.

2. Communities and Support

One of the biggest developments associated with the rise of social media is the mass proliferation of online patient communities. A recent Health Union survey of more than 2,200 chronic care patients found that 26% use the platform once or more every day for health, and more than 50% on a monthly basis. Many are looking to condition-specific Facebook pages for guidance and other information from others suffering from the same affliction, in large part because social media users are so vocal about their experiences — even personal ones.

The Health Union study found that approximately 49% of respondents had “posted or shared a personal story or content online and 48% have shared a health-related post, photo or video that was not their own.”

The study explains, “The desire to explain their condition drives most of those who posted or shared content online, along with managing or coping with the symptoms...content that promotes understanding and support for these conditions receive the highest levels of engagement in social media.”

What’s clear is that patients are receptive to the information they come across on social media — as such, clinical trials should make social media engagement a priority in order to increase patient awareness and connect with more potentially qualified participants.

3. Social Media Advertising Works

In any marketing campaign, one of the main factors determining the ROI will be whether or not you can get the right materials in front of the right audience. Unlike traditional print, radio, and television ads, social media advertising platforms like Facebook offer powerful targeting tools that allow clinical trials to reach niche patient segments.

Sponsors and CROs can design campaigns around specific inclusion/exclusion criteria, such as age, sex, ethnicity, geographic location, and demonstrated interests, ensuring that the ads are being shown to only the most qualified candidates and increasing the likelihood of conversion.

At the end of the day, clinical trial sponsors and other stakeholders involved in patient recruitment need to recognize that social media is no longer a novelty. Rather, it’s become an established, trusted resource for consumers looking for health-related information and support. Utilizing it isn’t just about keeping R&D costs under control — it’s about making it easier for patients suffering from serious illnesses to get the information and ultimately, the care they need.

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Medical Review Management: Vital For Doctor's Online Reputation

Medical Review Management: Vital For Doctor's Online Reputation | Online Reputation Management for Doctors | Scoop.it

There was a time in the not too distant past that a business' reputation was made or ruined by word-of-mouth peer reviews or a call to the Better Business Bureau. Since the advent of the Internet, that process has been accelerated and word of mouth now travels at the speed of electrons and is easily searchable and visible. A check of a business on the BBB websites now takes a matter of minutes, no phone calls or letters required and very little time commitment. Consumers are turning to online review sites and forums more than ever before to get information on a business, product, or service they're considering. And they listen to what their peers have to say.

Search Engine Land's Local Consumer Review Survey 2012 shows that 72% of those surveyed trust online reviews as much as a recommendation from someone they know personally and 52% say that a positive review makes them much more likely to buy. Other findings from the survey show that 49% use online reviews to make a purchase decision at least occasionally and 27% do so regularly. And the number of reviews read before making a decision is steadily declining with 27% relying on 2-10 reviews, a reflection of increasing trust.

Another factor in the increasing impact of online reviews from all sources is the fact that as such sites become more popular with consumers, the search engines take notice and increase the ranking in their search results accordingly.

So businesses that want to be successful, which is all of them, can't ignore the impact of online opinions and need to engage in some type of active review monitoring and reputation management strategy. This is especially true for doctors and others offering healthcare services who rely on review sites to provide an accurate depiction of their practice or service. After all, consumers consider health care quality and costs to be one of the most important of life decisions and take extra care in deciding who is going to provide those services and products. A reputation can be ruined quickly with only a handful of negative doctor reviews but positive doctor reviews can significantly increase business.

Online reputation management takes a considerable amount of time; of which, most doctors don't have available to dedicate. Instead of using your valuable time worrying about what is being said about your practice or professional name online, there are resources specializing in being proactive to help minimize the effect one bad doctor review can have. Consider delegating to a reputable and experienced service that specializes in medical review management and provides a venue for customers to leave feedback and doctor reviews.

Review sites have a dramatic impact on your practices' web traffic and ultimately your number of appointments and procedures. There are many channels (Yelp, Google) and doctor review sites (Healthgrades, Vitals.com and MD.com) for both satisfied and unsatisfied patients to share their experiences. Don't let one bad review impact your practice; actively monitor what your patients are saying online and take a proactive approach to turning lemons into lemonade.

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A Doctor's Reputation Means Everything: How to Protect Yours

A Doctor's Reputation Means Everything: How to Protect Yours | Online Reputation Management for Doctors | Scoop.it

What do your patients say about you? For a medical practice, a healthy reputation means growth potential and successful physician marketing, but there is more to it than just fighting off the critics. Doctors need to look for ways to cultivate their online reputations.

Online reputation management is a growing industry, but it is not necessary to hire a firm unless you need to repair significant damage. Consider some simple ways to protect and enhance the online reputation of the practice.

Be Aware

Ongoing monitoring of social media and review sites is a part of responsible reputation management. A negative review immediately creates an impact, so the sooner someone is aware of the problem, the better. Monitor sites like Vitals, Healthgrades, RateMDs, UCompareHealthcare and even Yelp for both positive and negative reviews. When a patient has a positive experience with your practice, ask them to share their experience with the community by posting a review. 

Respond to the Critics

Practices should respond to negative reviews in a positive, not defensive, way. When posting a response, make sure to avoid any HIPAA violation regarding patient privacy. Software Advice points out that no matter what the reviewer says, you cannot publicly acknowledge them as a patient. Avoid specific references to a treatment plan or diagnosis, as well.

You can contact the patient via phone and try to resolve the issue if you know who it is, but do not send them an email using the address listed in the review. If you are able to fix the problem, ask the patient to delete the negative review or post another that is positive to counteract it.

Don’t Be Afraid to Take Legal Action

If the negative comments are libelous or defaming, do whatever is necessary to remove them even if it means legal action. TraverseLegal explains that defamation against medical practices is rampant on the Internet. One well placed comment can negate thousands of dollars spent of physician marketing, too.

Practices should have a plan in place should a libelous review arise that includes hiring a lawyer that specializes in Internet defamation cases.

Cultivate a Positive Internet Presence

Leveraging social media is one way a practice can build a positive Internet presence. Create pages on all the mainstream social networking sites and post to them often. Provide engaging content about trending healthcare topics like managing chronic disease, or showcase the state of the art technology your practice utilizes. Become the local authority within your community for your specialty.

A physician’s reputation is sometimes all they have, especially when just starting out. One mishandled issue, whether true or not, can takes years to repair. Staying proactive about reputation management is just smart business.

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How Customer Service is Your Best Physican Marketing Tool

How Customer Service is Your Best Physican Marketing Tool | Online Reputation Management for Doctors | Scoop.it

You might not automatically connect customer service and physician marketing, but the two have a symbiotic relationship. The happier your patients are, the more they talk about you to their family and friends. Word of mouth is one of the most powerful marketing assets a practice can leverage.

 

Patients are no longer just people that come to the doctor when they are sick. Today’s modern, social network-savvy individual is a health care consumer shopping for the best customer service available. Are you ready to provide it?

Stand by the Phone

You don’t have to literally stand by the phone waiting for patients to call, but you do need to be assessable. A trained member of the practice staff should man the phones, and answer within the first few rings. It will allow new patients to talk to a live person when they have questions, too. If possible, dedicate one employee to be responsible for answering the phone and booking new patient appointments. New patients are always judging their experience, a poor first impression when answering the phone can drive new patients away from your practice. 

Make a Good First Impression

Physicians Practice points out the front office staff are the most critical when it comes to making a good first impression. They should look and act professional, whether greeting patients at the door or talking to them on the phone. The practice will benefit from good customer service training, preferably with a company that specializes in the healthcare industry.

Include the physicians in the training, too. Blog KevinMD.com explains that physicians are not known for their customer service. Medical school may provide lessons in bedside manner, but that doesn’t necessarily translate into basic customer service skills. Part of the doctor’s job is to build a relationship with patients and that means learning how to relate to them on a business, as well as, medical level.

Confirm Appointments

It is a simple way to show the patient you are on top of things. That little extra touch opens up the lines of communication and gives them an opportunity to ask questions prior to the appointment. You can also use call backs as a training tool for new staff, so they can practice listening to patients and master the basics of phone etiquette.

Learn to Put Out Fires

A practice's reputation is everything when it comes to physician marketing. It is critical that you have a plan in place to handle negative feedback. Assign the task of monitoring the Internet for mentions of the practice, so someone can deal with problem situations before they have an impact.

Set up an in-office system for complaints, as well. This might help deter people from venting on the Internet. Something as simple as posting the name of the office manager, so an unhappy patient knows whom to ask for when there is a problem can divert some bad publicity.

Get Patient Obsessed

In the end, it is the little things that will generate the most positive feedback from patients.

  • Attention to wait times
  • Call backs after a procedure
  • Remembering patient names
  • Offering an interactive and informative website
  • Creating communication channels via social media
  • Delivering on expectations

Customer service means caring about what happens in the practice and taking steps to improve the patient experience. Do that and you can naturally generate new patient referrals.

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Elements of a Good Digital Marketing Plan for Your Medical Practice

Elements of a Good Digital Marketing Plan for Your Medical Practice | Online Reputation Management for Doctors | Scoop.it

Marketing your medical practice online is becoming increasingly essential to insuring that your practice will attract new patients and thrive in the modern, digital age. After all, 35 percent of American health care consumers research medical issues online before calling their doctor and a growing number search for a new doctor online when they move to a new area. If you're not present on the web and on social media sites, then you're likely falling behind your competition. (Yes, practicing medicine should be all about helping people, but if they don't know your practice exists, you'll have no one to treat.)

Things to include in your digital marketing plan

1. Website. You website is the anchor to which all of your other digital marketing elements will point. Look at this like your building and your reception area. It's the first impression most patients are going to get of your practice. Take the time to make it professional, informative, easy to navigate and relevant. You'll also want to make the website reflect the personality of your practice. 

 

2. Social media.Social media is no longer just for sharing kid and cat photos. Today, you're as likely to find corporations (and medical practices) on Facebook, Twitter, Pinterest and the like as you are individuals. These sites offer a host of advantages for physicians. They help to take the "scary" out of visiting the doctor by allowing potential patients to get to know you before they call for an appointment. In addition, such sites make great forums for sharing public health information and information about special events. 90% of adults 18-24 years of age said they would trust medical information shared by others in their social media networks. (Source: PwC Health Research Institute)

 

3. Paid advertising.A little online paid advertising can yield big results. Unlike traditional channels like radio, tv and print advertising, where you pay to reach thousands of consumers who may not need your services, paid digital advertising can be targeted to reach just those people who have expressed an interest in your specialty by searching for the information online. 81% of people click on a sponsored link when looking for health information (Source:Geocentric) and 77% of patients used search prior to booking an appointment. (Source: Google).

 

4. Accurate Directory Information. There are over 800 different directories like Yelp, Yellow Pages, Super Pages, etc....It is impossible to identify which directories potential patients are using when locating a physician. Make sure your information is up-to-date and accurate so that whichever directory is being used, your information (location, hours of operation, phone numbers) is correct.

 

5. Claim Profiles and Monitor Review Sites. If you haven't done so already, claim profiles on sites like Vitals.com, Healthgrades, RateMDs and MD.com. Monitor these sites (as well as others like Yelp and Google+) for reviews about you or your practice. Stay proactive and protect your online reputation. 94% of prospective patients said reputation of facility is important (Source:Google)

Online marketing for physicians doesn't have to be time consuming or difficult. You just need a marketing plan that includes the elements mentioned above to grow your business into a successful medical practice. 

 

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What Doctors Should Know About Online Reputation Management in 2017

What Doctors Should Know About Online Reputation Management in 2017 | Online Reputation Management for Doctors | Scoop.it

Every physician knows that reputation has always played a huge role in their ability to attract new patients to their medical practice. But as the internet has ushered in the age empowered patients, comparison healthcare shopping, and active social media use, peer reviews are playing a larger role in the path to treatment than ever before.

A 2016 survey conducted by SoftwareAdvice found that 84% of patients who responded use online reviews when evaluating physicians. What’s more, 47% of respondents said they would opt for an out-of-network physician with comparable qualifications to an in-network provider if the former had more favorable reviews.

As the importance of these reviews continues to increase, physicians need to be proactive about managing their reputations online. This requires a nuanced understanding of how, when, and where patients are using these reviews. Here are a few key takeaways from the study.

When and How Do Patients Use Reviews?

While the results of the study did indicate that online reviews play a role in patient retention, they’re primarily utilized as a first step during the path to treatment. 77% of respondents said they used such sites before selecting a doctor.

Quality of care is the most important review metric consumers take into account when deciding between providers (28%), with ratings (26%), patient experience (26%), and doctor background (21%) following closely behind.

On the administrative side, friendliness of staff was most important (32%), followed by ease of scheduling (22%), billing/payment issues (18%), and wait times (16%).

The first and most obvious solution to reputation management is to take the necessary steps in all of the above areas to avoid negative feedback in the first place. Investing in things like front-of-office staff training, a quality website, practice management software, IVR optimization, and cloud-computing solutions can help alleviate some of the most common problems patients cite in online reviews.

Be Proactive About Responding — But Keep it Compliant

By keeping active tabs on reviews across all of the major platforms out there (e.g., HealthGrades, Yelp, RateMDs, Vitals, etc.), doctors can quickly address any negative feedback that comes through, thereby mitigating its potentially negative effects. In some cases, responding to a negative review directly can actually turn it into a net positive — 60% of survey respondents said it was important for doctors to respond to a bad review.

Just make sure you do so in a HIPAA-compliant manner. That means you cannot speak directly about a specific aspect of their treatment or care, or otherwise present any personal patient information (diagnosis, complications, expected outcomes, etc). Importantly, even if the reviewer presents this information themselves, do not repeat it or expand upon it.

Here are a few ways you can manage negative press without breaking any rules in the process:

  • Respond privately: if the person has identified him or herself, reach out directly and respond outside the spotlight. Apologize that they had a negative experience, tell them how you plan to address the problem, and above all, be sympathetic. When done properly, a personal apology can turn a harsh critic into a brand advocate.
  • Strength in numbers: if you have lots of positive reviews, sometimes it’s better not to respond to the occasional negative one. There’s a good chance that your loyal patient base will step in and support you, which is always going to be more effective than if you do it yourself.
  • Keep your head: if you do decide to respond to a negative review, make sure you’ve given yourself ample time to cool down so you can respond in a calm, collected manner. The impulse to fire back with a defensive or accusatory remark will be strong, but this type of response will likely do more damage to your reputation than good.

At the end of the day, reputation management doesn’t necessarily have to be this overwhelming and harrowing endeavour. It’s entirely possible to transform the online review phenomenon from a barrier to success into a legitimate competitive advantage — all it takes is a little bit of proactivity.

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Reputation Management For Doctors: What To Do Differently

Reputation Management For Doctors: What To Do Differently | Online Reputation Management for Doctors | Scoop.it

To some, online reputation management for doctors may seem unnecessary. If you’re a great doctor, then patients will recommend you and professional opportunities will just happen…right?

This may be true for some – but not most.

According to a recent study conducted by Gaby Loria, “77% of patients start their healthcare search online and 84% of patients read online reviews to evaluate providers.”  

This means that as a physician, there’s a good chance that contact with a patient could begin and end online.  

By ignoring your online presence, you limit your professional reach. You also leave your online image vulnerable to attack or obscurity.

These days, few people will trust their health to a doctor with 1 star ratings.  And absolutely no one wants a healthcare provider with zero information available online!

The statistics support this. According to a 2013 study from Digital Assent, “85% of patients are not comfortable choosing a provider with 1 star for more than 10% of reviews”.

A doctor’s primary concern should be the quality of his or her work. However, it would be professionally irresponsible to turn a blind eye to one’s reputation online. Successful medical practices focus on reputation management for doctors for this exact reason.

As a physician, you owe it to yourself, your patients and colleagues. Ensure that online information about you and your practice is accurate, up to date and informative.

The best approach for doctor reputation management:

The most important thing that you possess is the quality of care that you provide for your patients. And in all likelihood, you are constantly striving to improve your skills and overall knowledge in your field through dealing with patients, conducting research, attending conferences and more.

While this kind of ongoing development is important – how will your patients know about it if you don’t share it?

Again, this is why building an online brand for yourself is critical. Reputation management for doctors relies heavily on general branding principles, with some important tweaks.

Building (or enhancing) your online presence is an ongoing process that requires a customized strategy. This strategy should take into account your ultimate branding goals and what your search results look like currently. However, there are certain steps that everyone should take to create the strongest online foundation possible.

While BrandYourself’s tools and services explain each step in detail,  when it comes to improving how doctors look online, we suggest the following for the best outcome:

Before doing anything, scan and audit your current online presence:

Google your name to see what kinds of search results show up. Search incognito or use a private browsing mode so that the search result rankings are as unbiased as possible. Look through the first few pages to get a sense of how you look when others search for you. Are the search results positive? Are they damaging? Does information about you even show up? Is it relevant for your patients and colleagues? Effective reputation management for doctors relies heavily on this information.

Once you’ve scanned and diagnosed how you look online, go through any social media accounts, professional profiles or websites that you control and delete old posts, comments or photos that may be inappropriate. This includes obvious things like posts that reference sex, drugs, bigotry, sexism, etc.

Additionally, review what you’ve published or commented about polarizing topics like religion or politics. These kinds of posts aren’t necessarily bad, but could damage your reputation to some depending on their own beliefs. Make sure that you stand by what you choose to post online.  If you don’t – delete, delete, delete.

It’s also helpful to know how other doctors in your area appear online. You don’t need to investigate their online reputation religiously, just take a peek so you have a rough idea how things look. You should always strive to have the best online presence as possible and this information will give you additional insight. Practicing reputation management for doctors is always easier when you know where you stand in the pack.

If there’s another doctor in a similar practice that has an amazing online reputation, use him or her as an inspiration in your own digital presence. Closing the gap will only help your practice.

Build high-quality branded sites & profiles you want others to find:

If you want a strong online presence, you need an arsenal of high-quality websites and social profiles that reflect your brand in a professional manner. The goal here is to make your foundation of online properties relevant and helpful to those who might be looking for you.

If you have several unwanted results ranking for your name, or if you have a popular name, then expect to put in more work than if you weren’t facing these obstacles. However, a high level of output isn’t the only factor. Think “high-quality” when it comes to just about everything you control online! If you utilize these sites and profiles properly, you will create a comprehensive resource about you, and eventually outnumber and overwhelm negative or irrelevant content.

Reputation management for doctors is much like any other ORM campaign. The best way to find success with this process is by optimizing correctly and publishing consistently. To start the process of building high-quality sites and profiles:

  1. Purchase your domain name (ie. janedoe.com)
  2. Build your personal website  (we recommend using WordPress)
  3. Join major social networks like Twitter and LinkedIn
  4. Take control of your profile, list your practice, or create your page on doctor-focused sites like: Healthgrades, Zocdoc, RateMDs, etc.(see the next section for more on profiles)

Make sure those properties are search engine optimized:

Solid doctor online reputation management campaigns implement search engine optimization best practices to give your properties the best chance at outranking undesirable search results. Our DIY tool shows you how.

  1. Use your name wherever possible
  2. Create content that’s original and valuable to your audience
  3. Link your best properties together (to learn more, visit BrandYourself University)

Regularly publish content on your sites & profiles:

As long as you own your site and profiles, publish regularly. If your properties look stagnant, Google won’t consider them relevant enough to rank. Consistently publish high-quality, unique content in various formats and share it across your web properties. Over time, this signals to search engines that your properties are trustworthy and should rank higher in the results.

Find your people to grow your audience:

This is related to step 3, and is extremely important. Everything from views to shares, and other forms of social engagement all contribute to higher search rankings. If your content is inconsistent or low-quality, you’ll miss engagement from other users, and likely won’t be able to rank above unwanted results.

Give it time:

It’s no secret that you will need to put a lot of work in upfront before reaping any benefits. Google’s algorithm favors older properties. Unfortunately, new properties are unlikely to outrank more established results immediately. However, publishing new content regularly and garnering social engagement over time will eventually help your property rank higher in search results while aging into favor.

As a doctor, your online presence can position you as a thought leader, determine the success of your practice, and expand your reach when connecting with patients, colleagues and leaders in your field. Take full advantage of these opportunities while protecting your reputation from potentially damaging or irrelevant information online that you can’t control. Reputation management for doctors is a worthwhile investment for your future online.

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“The Doctor Will Tweet You Now”

“The Doctor Will Tweet You Now” | Online Reputation Management for Doctors | Scoop.it

The rise and availability of social media has affected almost every aspect of our daily lives. Is your kid’s school delayed because of snow? Better check the school’s Facebook page. Considering buying your first home? Your lender just tweeted a 2016 Homebuyers’ Report. Curious about how the president spends his days? Just look at his Instagram feed. Therefore, it shouldn’t come as a surprise the way people approach healthcare has changed, too. This blog has discussed digital strategy for healthcare practices, so here are a few social media-specific guidelines.

  • It’s all about the apps. About 20% of smartphone users utilize at least one health app on their phone. The most popular types relate to exercise, diet and weight. Though every healthcare facility doesn’t necessarily need an app, it’s important to have a strong mobile marketing focus. Many health providers have mobile patient access portals to keep pace with the growing digital world.
  • Putting the “me” in treatment. Social media has allowed patients to take a more active role in their healthcare. Whether it’s researching ailments, posting on forum, or joining support groups, more patients are becoming their own advocates when it comes to their health. Rather than relying solely on doctors to diagnose and determine the best course of treatment, patients are actively joining the discussion with diagnoses and treatment plans compiled from research and the advice or experience of others.
  • There’s no such thing as bad publicity… unless you’re in healthcare. Roughly 41% of people said social media affects their choice of a doctor, hospital or medical facility. Not only are patients able to post their positive—or negative—experiences on their own social media platforms, but sites like HealthGrades.com, RateMDs.com and Vitals.com allow them to score providers on everything from ease of appointment setting to bedside demeanor and professionalism of office staff. It’s imperative that healthcare organizations pay close attention to the way they are represented to current and potential patients.
  • Seeing is believing. According to a think with Google research study, YouTube traffic to hospital sites has increased 119% year-over-year, and 30% of patients who watched an online video booked an appointment. Videos more effectively highlight the value of facilities and the human elements of the providers.
  • On call 24/7. Along with this streamlined form of patient and physician communication comes heightened expectations. According to those polled during a study by the Health Research Institute at PwC, 49% of people expect to hear from their physician within a few hours of requesting an appointment or engaging in a follow-up discussion via social media.

Social media outlets have become so omnipresent in our culture that they’ve changed the way healthcare professionals and facilities operate and approach patient relationships. With each new development in technology comes another way a healthcare practitioner must upgrade to engage—or risk losing a patient to one who does.

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Prevention is the Best Form of Medicine

Prevention is the Best Form of Medicine | Online Reputation Management for Doctors | Scoop.it

Hospitals and other healthcare organisations (HCOs) are increasingly singled out by cyber criminals for ransomware and other attacks. Not only are patients’ sensitive records being targeted, but also their intellectual property or credit card information. The primary reasons for the HCO vulnerabilities are outdated security architectures, and overall lack of IT security experts. Isolation technology provides an appealing alternative to traditional security methods, and prevents, rather than treats, malware and phishing attacks, explains Greg Maudsley, a cyber security expert for Menlo Security 

 

Why are HCOs Susceptible? 

 

Today’s targeted attacks are mostly motivated by financial gain rather than notoriety. Cybercriminals target organizations with the weakest defenses and most valuable data – and few industries are as data-dependent as healthcare.

 

Without patient records, a hospital is powerless. Staff routinely access critical information from multiple, often unsecured, devices or networks. This rules out perimeter-based security, while the spread of network ingress and egress points – and so attack vectors – make hospitals a soft target. Tight budgets and other priorities mean that hospitals typically lack specialist IT security skills and experience, they fail to conduct regular security audits and are in an endless game of “catch-up”.  

 

The Doctor Has Become Patient Zero 

 

“Patient Zero” describes the first human infected by a new or recently discovered viral or bacterial outbreak. In IT security it means the first individual to be infected by a new malware strain, or a first phishing victim. Patient Zero comes into contact with others and the infection spreads exponentially, until experts cure the disease or limit its propagation. Even with today’s science, this can take months or years – and millions can suffer. 

 

The same applies to IT infection – although many like to believe that state-of-the-art security solutions should immediately respond and eliminate the threat. Today’s security solutions rely on recognizing good versus bad. We may have a solid grasp of what is good and bad today, but no way of knowing what will be good or bad tomorrow. Even with machine learning and Artificial Intelligence, there can be days, weeks, or months between “patient zero” infection and effective mitigation – leaving hundreds or thousands of infected devices. We will never be able to anticipate every new malicious web link or malware exploit: so prevention holds the key. 

 
A Preventative Approach

Isolation offers a new approach to this challenge. It implements a secure and trustworthy execution environment (or isolation platform) between the user and potential sources of attack. Executing sessions separated from the end device, and only delivering safely rendered material to that device, mean that users are protected from malware and phishing attacks. While legitimate content is faithfully rendered, malware has no path to reach the endpoint. So administrators can safely allow users greater Internet access, while eliminating the risk of attack. 

Healing Qualities

With the right isolation technology, HCOs can heal their IT security weaknesses, and reap a number of benefits over legacy security products: 

 

Firstly, isolation is 100 percent effective in preventing malware from web and email links. User sessions are executed in virtual containers within the isolation platform. Each time a user completes a session, all content, including any malware, is automatically erased along with its container, leaving no chance for malware to escape and infect the endpoint. This means no false positives to block legitimate content and generate alerts, and no false negatives that allow malware to reach its target. 

 

Secondly, the user experience is indistinguishable from browsing the web directly. There is no noticeable latency during browser operations, no pixilation, choppy scrolling or other visual artifacts common with ‘screen-scraping’ technologies like VDI. Isolation uses the optimal encoding mechanism for each type of content, and delivers it securely to the user’s device using industry-standard rendering elements compatible with any device, browser or operating system. 

 

Thirdly, cloud-based isolation deploys quickly and easily and reduces security complexity and costs because it needs no extra endpoint hardware or software. It can be turned on in minutes and simplifies operations by eliminating “alert fatigue” from false positives and negatives. It also scales to the demands from small to global HCOs. 

 

Finally, isolation can be used in conjunction with existing security infrastructure. Next generation firewalls, for example, which protect against the latest cyberattacks, become even more versatile and effective when integrated with threat isolation. 

 

It’s Time for HCOs to Become Immune to Malware and Phishing  

Cybercriminals will always target those organizations with the weakest defenses and the most valuable data. Hospitals will inevitably possess the most valuable data, but by bolstering their cyber immunity with the latest technology, they can make themselves a far less tempting target for ransomware and other cyber threats.

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5 Tools to Grow your Online Presence for Doctors

5 Tools to Grow your Online Presence for Doctors | Online Reputation Management for Doctors | Scoop.it

Learning how to grow your online presence for doctors is a true challenge. It is something that must be done above and beyond running your medical practice. Your team may be able to help to grow your online presence, but a great deal of the work must also be done by the doctors themselves.

Online media tools for doctors are confusing and complex. Many doctors feel overwhelmed just learning all the names of each site, let alone using them.

Here are 5 tools to grow your online presence for doctors:

1) Doximity

More than 500,000 healthcare professionals have joined and use this social media platform exclusively for the medical community. Create an account to grow your influence within the medical community. You can also catch up on the latest medical news updates and read journal articles directly on the site.

2) Scoop

Scoop is designed for content creators to share their new articles videos and news all in once place. Doctors can benefit from this by going directly to aggregated feeds. It is a great way to grow your online presence for doctors, as you can find the latest news to share on social platforms. Doctors have access to the latest ideas and trends, and are able to share them. This gives you influence and a position as an authority in your field.

3) Mention

Think of mention as your virtual press agent. If you want to grow your online presence, Mention is a helpful tool to check out. The site is actually a set of tracking tools to help you monitor what people are saying about you on social platforms. It also tracks the activity of other online medical influencers and lets you connect with them. It also has an excellent blog for learning more about social media and online presence which can be very valuable for doctors.

4) Quora

Want to be recognized as an online medical expert? Then take some time and answer important questions for patients and online searchers. think of Quora as the online FAQ center of the internet. Visit the section specifically for Medicine and Healthcare to get a sense of what people want to know. The more you share the more you can grow your online influence.

5) Hootsuite

To save time while try to grow your online presence as a doctor, look no further than hootsuite. Think of it as your personal assistant. The software can schedule your social posts and offer suggestions of valuable material to share.

Hootsuite offer very affordable tools that will also you monitor all your social media activity in one place. You can respond to comments, post updates, and more from inside the site.

These are just 5 tools that can help grow your online presence for doctors. There are many more nuanced tools and strategies. The more you learn about this new world of online influence, the better you can compete and become known as a doctor or value and credibility in the world.

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