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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Why Social Media in Healthcare is Important

Why Social Media in Healthcare is Important | Online Reputation Management for Doctors | Scoop.it

The world now revolves around the internet, and social media has become the American national pastime, or so it seems. Every industry in the US has been in some way, shape or form molded and shifted by the internet and social media alike.

 

A simple post can alter the way an entire population views a particular issue or company, for better or worse. According to the World Bank, the healthcare industry occupies 10 percent of the global GDP and 17 percent of the United States GDP.

 

Over $7 trillion is spent per year globally. With such a crucial influence already, the healthcare industry must look at the impact it can have online and social media, alike.

 

According to a new survey from the tech analyst company ReportLinker, 46 percent of Americans admitted to checking their smartphones before they even get out of bed in the morning. No surprise to most, the guiltiest of them all is the generation Z (ages 18 to 24-years-old), 66 percent exactly, who reach for their smartphones before they rise out of the covers.

 

These statistics are not shocking to most reading this article. They could be reading this article from their smartphones.

 

With technology just at our fingertips, if we do not know something, we can google it for the correct answer. This can be said for where consumers seek healthcare information as well.

 

Nineteen percent of smartphone owners have at least one health app on their phone. Exercise, diet, and weight apps are the most popular types.

 

Consumers heavily rely on information found online and use the internet to gather healthcare information and connect with other patients to garner support and learn about similar conditions.

 

Patients also tend to seek information via social media that assists in the selection of doctors, specialists, and hospitals to make informed decisions on the best practices to seek care.

 

With nearly every patient holding onto their smartphones so tightly, googling every symptom for answers before they consult with their physician, it has become imperative for healthcare organizations to be active on social media and to provide accurate information on their websites. Every footprint left online aids in connecting with the patients and clients alike.

 

Apple, Inc., can attest to this idea with their launch into healthcare ventures in March of 2018.

 

The release of the Apple Health Record and the Apple Watch health features made them a contender in the market, and according to the CEO, Tim Cook, this is only the start. Apple is an expert when it comes to marketing its brand through multiple mediums, naturally online, and through social media.

 

However, curiously enough, Apple does not use social media as most companies would. The tech giant does not need any further exposure.

 

In the US, currently, 45.1 percent of smartphone users own an iPhone. Having that large of a market share only benefits Apple as they move into the healthcare industry.

 

As of 2018, over 120 healthcare institutions are a part of Apple’s health record beta, including Adventist Health System, Mount Sinai, Cleveland Clinic, Intermountain Healthcare, LabCorp, and more. The company is also reportedly working with startup Health Gorilla, which helps doctors order and ingest lab test data.

 

Social media is a great tool for healthcare organizations. It is no longer an option to use social media in healthcare; it is mandatory to remain relevant. However, healthcare organizations need to be smart about how they embark on this endeavor.

 

Patients and providers need to have positive and accurate exchanges of information. It can be used as a medium primarily for community engagement activities such as fundraising, customer service, and support, the provision of news and information, patient education, and advertising new services. Social media is like a referral site on steroids.

 

Through social interactions, patients can develop a first impression of a hospital and/or physician. The healthcare organization’s branding online has never been more critical.

 

If healthcare organizations are not engaging with the community they serve on every social media platform; then they will inevitably fall behind. An organization’s marketing department has access to a multitude of tools and has access to analytics that can identify which platforms work the best and the best times to post to maximize the exposure to the community.

Technical Dr. Inc.s insight:
Contact Details :

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

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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.

Technical Dr. Inc.s insight:
Contact Details :

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

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The Problem with Self-Serving Social Media in Healthcare

The Problem with Self-Serving Social Media in Healthcare | Online Reputation Management for Doctors | Scoop.it

Social media is a hot topic for healthcare marketers, though navigating the various channels isn’t always easy. Most people have experience sharing on social media, so it may seem that posting for your healthcare organization would be simple enough.

 

However, this leads a lot of companies to have self-serving social media feeds that don’t necessarily pique the interest of would-be followers.

 

And while followers don’t typically translate into patients (more on this later)—a solid social media presence can build your brand in a positive way.

How lots of healthcare organizations use social media

No two healthcare social media feeds are the same. However, we see a lot of these patterns with organizations, especially those that use their business profiles only casually:

  • Updates to regular or holiday hours
  • Updates on services offered
  • Photos of the staff having fun
  • Promotions, such as free screenings
  • Featured Healthcare services or technologies
  • Birthday shout-outs for the staff

 

Yes, it’s important for prospective patients, for your audience to know when your hours are and to hear about your upcoming promotions and service offerings. And yes, it’s great to highlight your company culture. (This is especially true on Instagram, which is a great tool to use for recruiting purposes.)

 

But will these things lead people to follow your Facebook page? Probably not the followers you’d hope for.

 

Rather, these kinds of strategies speak to current and former staff members, their friends and family members, and maybe a few very loyal patients.

 

These are all people who are excited to see what’s going on with the business—but prospective patients won’t be so enthused.

So what belongs on social media?

By no means are we saying you shouldn’t share important updates about your business with your followers on social media—especially since much of your existing base would want to know about a change in your practice’s hours.

 

However, it’s more important for healthcare organizations to share content that actually helps patients and prospective patients get the information they need to ensure their health.

 

Show your community that you’re here for them. As a healthcare professional, you have the opportunity to help stop the spread of disinformation with accurate, informative, and timely health information. 

 

Think about what topics could help your patients avoid health emergencies, take care of themselves after a procedure, or choose the right treatment. For example:

  • A statistic about how many people suffer from depression, convincing prospective mental health patients they are not alone.
  • A video interview with a doctor explaining the importance of the flu shot.
  • A link to an article (from your website or another reputable site) about how to spot signs of skin cancer.

Thoughtful, relevant, and engaging content shows people that you’re always thinking about their health, whether or not they become patients. Remember, videos and images are typically far more engaging than simple text posts.

Are followers really important to your social strategy?

Posting on social media is an excellent way to build your brand and potentially gain a few followers. But will it get you patients? Probably not.

 

More and more patients are searching for healthcare providers online. But they do not typically search on social media sites like Facebook, Twitter, and Instagram.

 

There’s still a chance, however, that a prospective patient will come across your Facebook while searching for your brand. And posting helpful social media content can only serve to prove your commitment to helping patients.

 

That said, there is a way to win more patients with social media, especially on Facebook and Instagram—paid social media advertising.

How to attract patients from Facebook and Instagram

When we talk about social media marketing, we typically separate it into two categories: organic and paid. Organic social media is simply posting organically. But paid social media ads give you the opportunity to win patients.

Most Facebook business users know about “boosted posts”—paying to have a regular post stand out on people’s feeds. But Facebook ads go far beyond this.

 

You can target precisely the right audience at the right time with a relevant CTA. You can even retarget previous visitors to your website to increase their chances of converting.

 

The bottom line is that posting on your social media profiles can help build your brand. But it’s unlikely to win you patients. If you have a limited amount of time or budget for social media, think about what’s most important to your company.

 

Typically, someone in the office is happy to handle organic posts, but it pays to have an expert curate your Facebook ads, constantly readjusting them to get the best bang for your buck.

Technical Dr. Inc.s insight:
Contact Details :

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

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