Online Reputation Management for Doctors
17.2K views | +0 today
Follow
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
Your new post is loading...
Your new post is loading...
Scoop.it!

Does SEO Really Matter for Healthcare?

Does SEO Really Matter for Healthcare? | Online Reputation Management for Doctors | Scoop.it

It’s a buzzword you hear any time you talk to someone about visibility for your business’s website. Have you thought about your SEO? 

SEO stands for search engine optimization, and it’s a practice that’s changed drastically over the years. But the purpose remains the same: the term describes the art and science of getting your website to rank towards the top of Google’s search results (or any search engine). 

 

Still, healthcare practices have many ways of advertising their services. That’s why you may be wondering: is SEO truly vital for a healthcare organization?

EO for Healthcare: Why It Matters

The one statistic you need to know about why you should care about SEO for healthcare:

75% of people won’t click past the first page of the search results(Hubspot)

And when it comes to searches on just a mobile device, that number jumps up even higher. People on mobile devices often don’t scroll past the first few results. 

 

Your chances of being seen online drop dramatically when you fall even below the top 3 results for the terms you hope to rank for. And if you’re on page 2, 3, or 4—forget about patients finding your website organically online.

What Types of Healthcare Organizations Should Worry about SEO?

Any healthcare organization can benefit from optimizing their website for the search engines. Patients will research your business online. In fact, the internet is the primary way patients find their doctors today—about 68% of your patients start by checking the search engines.

 

Visibility at the top of the search engines is of vital importance to primary care doctors and urgent care. When patients are in need, they’re likely to search something like “urgent care in Los Angeles” and choose a close, well-reviewed location. 

 

Think specialty practices are exempt? Patients will research a referral online before scheduling an appointment. Depending on their insurance, some may choose their own specialty practice they’ve researched online in lieu of a physician’s referral.

Healthcare SEO May Be More Complicated Than You Think

Healthcare SEO means more than simply including every keyword you may want to rank for on your website. You have to make keywords read naturally, as Google counts readability as an SEO factor. You also have to take steps like optimizing the code on your site and generating quality backlinks pointing to your website to build your credibility in search.

 

Besides, you have to spend time thinking about which keywords are more likely to draw visitors to your website. Think about the user intent of someone landing on your website.

 

If they’re looking for a doctor who might treat a problem they’ve been having, would they search something like “knee replacement surgery,” or would they look for info about “knee injuries?” It’s tough to say until you do the research.

 

Optimizing your website for search engines is not something you can do in a day. It takes quite a bit of time. In fact…

SEO May Not Be the Fastest Way to Rank

Search engine optimization is a slow process. Google won’t simply see the changes you’ve made to your website and move you up to the top of the search engines. It can take months before the needle starts moving significantly in terms of visibility. 

 

It’s also not a one-and-done process. Optimizing your website for search engines takes work. You’ll have to continue to post content or update the content you already have as well as optimize local directories.

 

As an FYI, there are faster ways to get your website seen on the search engines. Paid search results are one way to get people to click on your brand, and these show up instantly (as long as you have digital marketing specialists on your side).

Only Work with Search Engine Optimization Experts

Improving your healthcare website’s SEO value requires a lot of work and time. We don’t recommend doing this yourself or using an amateur to improve your SEO. SEO is changing every day, as Google shifts its algorithms.

 

Experts keep up on the news and know-how to optimize to Google’s ever-changing standards.

 

We also don’t recommend doing this with a company that only offers SEO services. The right strategy combines search engine optimization with whatever other services you need. These may include social media advertising, website design, and traditional media including TV and radio.

Technical Dr. Inc.'s insight:
Contact Details :

inquiry@technicaldr.com or 877-910-0004
www.technicaldr.com

No comment yet.
Scoop.it!

Why Medical Marketers Need to Understand the Differences Between Google and Facebook Advertising

Why Medical Marketers Need to Understand the Differences Between Google and Facebook Advertising | Online Reputation Management for Doctors | Scoop.it

The internet has profoundly changed the way that people seek out medical information, manage their health, and make decisions about treatment. Medical organizations hoping to attract new patients must meet users on platforms where they spend the majority of their time. These days, that means running digital ad campaigns on Google and Facebook.

 

On the surface, Facebook and Google may seem similar, but consumers actually use them in different ways and for different purposes. Generating a solid ROI requires a solid understanding of each platform, both in terms of their unique roles in the patient path to treatment and how to leverage their targeting capabilities in order to reach the right patients at exactly the right moment.

Facebook Advertising

When it comes to Facebook ads, medical marketers should take advantage of the platform’s immense size and rich data set to reach broad, but targeted audiences. With 2.01 billion monthly active users spread across the globe, the platform comfortably boasts the largest captive audience of any online community or service.

That said, Facebook advertising can be a tricky thing to do well. Search engine advertising is centered around keyword targeting — i.e., users type in queries related to whatever it is they’re searching for, making it relatively easy for marketers to identify relevant prospects. Facebook requires a different approach entirely. Because users aren’t actively searching for information like they would on a search engine, targeting is based on user demographics and demonstrated interests. By first determining the characteristics of their ideal audience(s) then crafting their campaigns accordingly, medical organizations can push highly relevant content into the feeds of prospective patients. Remember that Facebook users are inundated with huge volumes of content on a daily basis, so personalization is key.

Google Advertising

According to Search Engine Watch, Google now processes more than 40,000 searches per second — that’s over 3.5 billion searches every single day! As SEW points out, when you consider that every single one of those searches is “a user looking for something to meet a specific need,” it becomes clear why keyword targeting and bidding are such important tools in the medical marketer’s toolbelt.

 

However, the advantages of Google’s keyword targeting are something of a double-edged sword — while the platform allows medical organizations to reach patients actively searching for solutions they offer, the level of competition for their attention is incredibly high. As such, medical marketers need to think outside the box in order to keep costs down and conversions high.

 

Moreover, they need to understand how different types of search queries indicate intent. This understanding allows them to serve the right materials/message to the right patient at exactly the right moment in order to increase their conversion rate and ROI.

At the end of the day, both of these platforms represent a massive opportunity for medical brands to reach new prospective patients at minimal cost. However, success is never guaranteed. Building, implementing, and maintaining a solid ad campaign requires a great deal of research, care, and attention in both the short and long term. That said, when executed correctly, the potential returns are well-worth the extra effort.

Technical Dr. Inc.'s insight:
Contact Details :

inquiry@technicaldr.com or 877-910-0004
www.technicaldr.com

No comment yet.
Scoop.it!

Optimizing Your Hospital's Online Presence: Create Great Content

Optimizing Your Hospital's Online Presence: Create Great Content | Online Reputation Management for Doctors | Scoop.it

A hospital’s website will always be the primary hub for its online outreach. But without the promise of anything fresh to keep patients coming back, a website is static — great content is what gives your page the power to reach and expand your audience. 

Gone are the days of Yellow Pages listings and bus stop advertisements — today, patients primarily take to the internet to research local medical treatment, forcing hospitals to adapt to rapidly evolving digital trends. Generally speaking, 97% of consumers use online media to research local products and services, and 90% of that portion uses search engines, according to BIA/Kelsey.

Of course, a hospital’s website is the center of its online activity, but the content on that site is your engine for digital outreach, determining both your visibility and the staying power of your message. However, nobody bothers to read bad content, which is why hospitals need to make theirs memorable.

The Importance of Great Content

On the one hand, high-quality and relevant website content — whether it takes the form of a blog, landing page, white paper, or other resource — increases the likelihood that your hospital’s site will come up first in the search engine results for engines likes Google, Yahoo!, and Bing. The art of pushing your site higher and higher on these results pages is what’s known as search engine optimization (SEO). 

Unlike paid ads, SEO content is “evergreen,” meaning it never ceases to boost your hospital’s visibility across every channel — it also bolsters your ranking in Google’s local search directory, according to Google’s My Business page.

Secondly, your content is where your audience evaluates your hospital’s identity, giving them reason to trust you, return to your blog as a primary resource, link to your content, and refer your services to others.

Writing Searchable, Memorable Content

It might seem difficult at first to meet all the criteria needed for a content strategy to be successful. However, the creation process can actually be very straightforward when you start with patient's’ perspective and work backwards from there. 

As a golden principle, all content, whether on a blog or in a tweet, must address a common patient concern, cover a current topic of interest, or offer genuinely useful information. What questions do patients frequently ask? In what ways can you provide treatment that other hospitals cannot? The more location-specific you can make these answers, the better your response (and search ranking) will be. 

As Moz notes, it’s helpful to research topic keywords through Google Trends, giving you an idea of each search term’s popularity in your location, as well as a list of other terms commonly associated with them. That way, your content can address any and all relevant subjects of the present moment. 

To the greatest extent possible, you must back your content up with solid evidence, whether it comes from case studies, relevant research, or patient testimonials and reviews. In fact, two-thirds of online consumers trust local businesses as a result of positive reviews, according to Bright Local (via eMarketer). 

More than anything, your content should be conversational, humanizing your hospital and its brand. Headlines should be clear, containing keywords, and your body content must be broken up into easily digestible chunks. 

For many hospitals, especially for those short on staff, generating so many different types of content can be an overwhelming prospect. As QuickSprout points out, re-purposing existing materials (e.g., updating and republishing old blog posts, or reconfiguring them into evergreen site content, infographics, video content, etc.) can help ease the burden of constant content generation and help you get more out of less. 

At the end of the day, building out your online presence isn’t so much about jargon like “visibility” and “SEO” as it is about forming a genuine relationship with your hospital’s audience. And when they’ve invested trust in that relationship, your efforts will be magnified to an extent that no marketing gamesmanship can match.

Technical Dr. Inc.'s insight:
Contact Details :

inquiry@technicaldr.com or 877-910-0004
www.technicaldr.com

No comment yet.
Scoop.it!

Health Online Reputation Management Trends 2018

Health Online Reputation Management Trends 2018 | Online Reputation Management for Doctors | Scoop.it

We are in the last month of 2017 and its time to think about the year 2018 and what it has in store for us. The evolving healthcare industry and digital marketing are also expected to carry this year’s trend and focus on many new things. The major booster for a successful practice will be online reputation. To stay ahead of your competition, you need to learn how to manage your practice’s online reputation. It is not just limited to reviews but management of your overall online presence. Check put below-stated strategies for easy success in the coming year 2018.

Practice website in 2018

Your website is the first and most trusted communication platform between you and your patients. As digital marketing is growing exponentially, it is imperative to have a stunning website for your practice in 2018. Your practice website needs to be

  • Responsive: Engagement is a real-time necessity. A non-responsive can hit your online presence and traffic website due to Google’s algorithm shifts. Your website should not just throw information on searchers rather promote conversation content with a patient portal, FAQ/comment section.
  • Mobile: In early 2018, Google is expected to launch mobile algorithm. So, your website should function flawlessly on mobile devices.
  • Faster loading: Whether on web or mobile, your website needs to load the pages faster. Slow loading is a disappointment for visitors, especially the millennials, thereby hurting your online reputation.
  • Mobile app: According to a study more than 61% people have downloaded mHealth apps. You can imagine the rise in number in the coming year. So, get a mobile health app for your practice.

The average viewer is expected to watch 36 minutes of online video per day on a mobile device, as opposed to 19 minutes on a computer. Source: Recode

Healthcare content marketing in 2018

Patients are becoming keen researchers where content plays the most important role in educating them about you and your practice. To flood with patients, invest in content

  • Diverse: Nobody like monotony especially when there is some informative and serious stuff to learn. Also, 2018 has a lot in store for content marketing, so your website should showcase different forms of content for higher engagement. Make use of blogs with pictures, infographics, or podcasts.
  • Video: Today, video is becoming the most liked form of content. Instead of reading a 2000 word blog, patients prefer watching an explanatory video of 2 minutes. Create videos on treatment, causes, and treatment of diseases, or testimonial videos.
  • Transparency: Your target audience, especially millennials are progressive ones who quench with authentic and transparent data. To win the competition in healthcare marketing, your patient should never consider you dishonest else your practice is to suffer a downfall.
  • Wide scope: Content is not limited to your practice blogs. You need to write effective and engaging content for your social media posts, emails, and paid advertisement, etc.

Content is the influences a patients journey from searching you online to planning a visit to your practice. It builds a relationship that leads to the creation of strong online reputation.

Healthcare SEO in 2018

For any of your web activity to reach masses or to get yourself ranked high in Google search you need to have amazing SEO. 2018 you will witness more patients searching healthcare services online, that requires you to optimize your website, blogs and other activities online.

  • SERP: In 2018, you cannot rely only on organic ranking. SERP features are expected to steal clicks from organic listings and searchers’ attention. So, track your ranking and check for SERP analysis.
  • Voice search: This technology is growing rapidly. 20% of searches are voice searches. This gives rise to the need for long-tail keywords and a natural language to communicate better with patients.
  • Backlink: Quality backlinks is what that will offer valuable consumer experience thereby declaring your practice trustworthy. In 2018 as well, inbound links will remain one of the most powerful ranking factors. This also means you need to stay extra conscious when doing guest posting as Google will have an eye on all your links.
  • User experience: According to Google, in 2018, the user experience will be rated higher than ever. This will increase engagement of patients over a page, helping search engine identify the most useful page for searchers.

Social media presence in 2018

The enormous popularity and necessity of social media in our lives does not need any explanation. More than 30% healthcare professionals have already joined social media platforms. So,

  • Grow presence: For better online reputation you need to have a strong online presence. So, you need to be present on popular social media sites, especially the ones created for doctors and medical practitioners.
  • Post pattern: An account left in idle state will not attract your target audience. It is not necessary to post something every day but in a regular pattern. It is mandatory to collect insights on peak engagement times on various social media platforms for your posts to get maximum views. You should create a calendar for posts and plan your weekly or monthly activities for every account.

Patient review management in 2018

Online reputation is directly dependent on the reviews you receive on various platforms. The reviews you receive are influenced by the above-mentioned pointers in addition to the services offered at your practice.

  • Current online reputation: First and foremost thing is to evaluate your present online reputation by Googling yourself. You should be aware of what’s being said about you and your practice on the Internet. You need to proactively monitor your online reputation on a daily basis.
  • Every patient is a reviewer: You need to understand that in the world of the Internet, people don’t hesitate to share their happiness or anger over a service or product. So, treat your existing or potential patients with utmost respect and care to make their visit to your practice memorable. Subsequently, you are likely to get bestowed with some positive reviews.
  • Request feedback: Positive online reviews are must for strengthening your online reputation. If you are unable to receive the desired number of positive feedback, request your happy patients to write for your practice. Ask them to leave a review about their experience to your practice and treatment.
  • No fake reviews: Say no to fake reviews. Just to improve your online reputation, writing fake reviews on a website can instead ruin your practice reputation. When scanning reviews, a site can remove or report review spam if the post seems unauthentic to the website.
  • Reply to reviews: Never ignore a review. Whether positive or negative, reply the review. Thank the reviewer for taking out time and writing for your practice online. Replying to negative review doesn’t mean arguing with a patient on the Internet. You should never sound unprofessional. Be courteous and take care of patient confidentiality laws. Try to take the discussion offline or promise betterment. Also, promote the positive reviews on your website.
  • Know about your competitors: Reputation management is not restricted to managing your profile, instead of researching the competition to know the trends and things that impact other patients. You need to know the reasons behind success and failure of your competition to improve your practice reputation.

Remember online reputation is a marathon, not a sprint. You cannot win this race in a day but following the above-mentioned will act as a nitro booster for your vehicle driving to establish strong health online reputation. Here are some quick tips to remember in this online journey or establishing positive online presence:

  • Invest more in paid advertisement
  • Transparency related to content on your website, services offered at practice and reviews.
  • Train your staff for better consumer experience.
  • Showcase your thought leader personality to grow trust of patients in your practice.
  • Don’t mix your private and professional life
  • Register your name as domain name for better SEO results
  • Remember to claim your Google Business Listing
  • Take help of professionals. Feel free to contact myPracticeReputation anytime for reputation management of your practice.
Technical Dr. Inc.'s insight:
Contact Details :

inquiry@technicaldr.com or 877-910-0004
www.technicaldr.com

No comment yet.
Scoop.it!

Why Should Doctors Monitor Their Online Reputation? 

Why Should Doctors Monitor Their Online Reputation?  | Online Reputation Management for Doctors | Scoop.it

Imagine going online, searching your name and finding people “reviewing” you. It wouldn’t be fun no matter how nice of a person you are. Let’s be real here, not everyone is going to like you. And that’s ok! This reality is something most people do not have to deal with. On the other hand, doctors are rated all the time.

 

There are countless websites online devoted to reviewing docs on everything from their promptness to their bedside manner. If you have recently needed to see a new doctor, chances are you used these websites and other people’s reviews to help make your decision. Since online reviews are now something that has a major influence on people when choosing a physician or surgeon, it’s imperative that these MDs monitor what people are saying or risk losing prospective patients. Below are a few reasons why doctors should monitor their online reputation.

THE IMPORTANCE OF ONLINE REPUTATION MANAGEMENT FOR PHYSICIANS

1. You can show prospective patients you care about building relationships

The first reason why doctors should monitor their reviews is so that you can have a say in your online reputation. You don’t want to be in the dark if someone is trolling you online and making false claims. This can negatively affect future business. If you find outlandish comments that are 100% false, you can try getting the review taken down or respond so people know that you object what is being said.

 

No matter if the reviews are positive or negative, responding to all reviews will let people know that you care about building relationships with your patients. This may make them more inclined to choose you over your competitor who is not monitoring his or her online reputation.

2. You can improve your practice

Next, it’s just good to hear legitimate complaints so you can work on fixing them. While odds are that you will hear of a major fault in person, there are other problems that you may not hear about until you read them online. For example, you may have a great interaction with a patient, but he or she has a negative experience at the front desk. Because of this negative experience, he or she may turn to Healthgrades or Yelp to vent.

 

This is your chance to hear what people really think and work on fixing that problem, if possible. You also have to be aware that if multiple people say things online, others will then believe it’s true and find another doctor. Providing a personalized response will show potential patients that you value their feedback.

3. You can flip a negative experience into a positive one

By monitoring the conversation, you have the opportunity to flip a negative situation into a positive one. People like to feel like they are being heard. By responding to a legitimate negative review and showing that you are concerned about their experience, it potentially can help you keep the patient, show other prospective patients that you care about what patients have to say, and perhaps the patient will end up removing the negative review or updating it to a positive one. Just show concern in the response and offer an email address or phone number where the patient can talk to you or a staff member to resolve the issue.

4. You can show appreciation for your loyal patients

Responding to positive reviews is just as important as responding to negative reviews. Take the opportunity to respond to the patients who are saying nice things to show that you appreciate their comments. This is an opportunity to continue building a relationship with your patients that can last a lifetime.

 

Prospective patients want to see warmth from their physician and this is an opportunity to show the bond between doctor and patient. In addition to responding to all reviews, you should actually encourage patients to write reviews for you online. Anything from a sign in the office to a follow up email can help boost your online rating. 

5. You can make sure that all websites have correct business information

Even if you don’t care what anyone has to say about you online (which you should), being active online can help ensure that every website has your correct business information. Between hours of operation, phone numbers and addresses, new patients will not be happy if they cannot get in touch with you or cannot find your practice. In addition, by having the correct information on all of these review sites, you’re helping your own website when it comes to search engine optimization (SEO). This will help you show up higher than your competitors on a search engine results page (SERP).

Begin Monitoring Your Online Reputation Today

When it comes down to it, it’s good to know what is being said about you online. Whether you’re getting positive or negative reviews, you have more power knowing what’s being said and responding to them than by just ignoring a major referral source. Your reputation lives online. Be a part of the conversation.

 

Technical Dr. Inc.'s insight:
Contact Details :

inquiry@technicaldr.com or 877-910-0004
www.technicaldr.com

No comment yet.