Online Reputation Management for Doctors
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5 Tips for Improving Your LinkedIn Profile - CompHealth

5 Tips for Improving Your LinkedIn Profile - CompHealth | Online Reputation Management for Doctors | Scoop.it

Do you use LinkedIn to connect with colleagues? This social network is a great way to display your work experience, showcase your unique skills and find a new position at a hospital or other healthcare facility. Whether you’re looking for a new job or just want to make your work history more appealing, these five tips can help you improve your LinkedIn profile:


  1. Include a professional headshot with your profile. The first thing people will notice is your photo, so make sure it’s high-quality and reflects the industry in which you work. While it’s not necessary to have a studio-quality photo, your profile picture should have a simple, monochromatic background and be cropped from your shoulders up. Business attire such as a blazer, collared shirt and tie is recommended, but a photo taken in your lab coat is also appropriate.
  2. Use the headline section to list your current position or promote the job you’re looking for. By default, LinkedIn will fill this section with your current job. However, you can customize it by clicking the Edit button at the top of your profile. If you’re in the market for a new position, include a description with specific keywords employers are looking for. For example, you could write “Family practice doctor with 20 years of clinical experience” so that your profile would show up in both LinkedIn and Google search results.
  3. Write your descriptions in clear, conversational language. Though your colleagues may be familiar with technical terms and medical acronyms, a hiring manager at a hospital or clinic may find these confusing. Spell out even the most common abbreviations, like PA or NP, on first reference and list all relevant experience in the summary section of your profile. Be sure to write in the first person at all times to keep your descriptions friendly and easy to read.
  4. Be sure to include contact information on your profile. Prospective employers and other friends can get in touch with you through InMail (LinkedIn’s email system), but the contact information section on your profile is a great place to list an email address, relevant blog link or even a cell phone number if you’d like to be contacted. Remember that everything you post in this section is public, so keep your contacts (and prospective contacts) in mind as you update it.
  5. Set a customized profile URL you can share easily. If you haven’t already done so, edit your profile URL so it includes your name instead of letters or numbers. Doing this makes your profile more professional and also allows you to add the link to your signature line or blog so others can connect with you on LinkedIn.


These simple tips can help your profile stand out to both colleagues and employers — and they can also help you gain more confidence in promoting the unique talents you bring to the healthcare industry.

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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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Reputation reboot: Doctor's guide to salvaging a poor reputation

Reputation reboot: Doctor's guide to salvaging a poor reputation | Online Reputation Management for Doctors | Scoop.it

5 doctor reputation management concerns — and how to resolve them

1. An inappropriate online review

A whopping 97 percent of people who read online reviews also read businesses’ responses to reviews, according to BrightLocal. An overwhelming majority (71 percent) say they’re more likely to use a business that has responded to their reviews.

 

Given these numbers, the importance of taking action cannot be emphasized enough. If a review is fake or fraudulent — i.e. it is clearly spam or it is a review by a competitor — contact the review site it’s posted on and explain the situation. You might be able to have it removed if it’s clearly fake or vulgar in nature.

 

However, don’t panic if you’re unable to have the review taken down. As noted above, people will read your response to review, so write a calm and collected reply, if necessary, that shows you’re a class act.

2. Someone else claims or populates a directory profile

Claiming, completing, and monitoring directory profiles should be a part of your online reputation management strategy. Realizing someone else has access to — or complete control of — a profile with your practice name on it is undoubtedly alarming.

 

Every site has its own process for dealing with these issues, so you’ll need to reach out to the customer service team immediately.

 

They should be able to help you figure out what’s going on and return exclusive access back to the rightful owner: you.

3. An incorrect response to a question on Google Q&A

The Google Q&A feature allows people to quickly and easily ask questions about your business. Both questions and answers are displayed on your Google My Business page, which can be helpful — if they’re answered correctly.

 

Finding an incorrect response can be alarming, so take swift action to have it removed. Click “more” next to the answer, then click “report” to alert Google of the false information.

 

In the meantime, replying to the question as your business is a great doctor reputation management strategy. The correct response from the business owner should set the record straight and negate the false information provided by the other user.

 

4. Several negative comments from a social media troll

It’s important for your practice to have a presence on popular social media sites like Facebook, Twitter, and Instagram. Unfortunately, this opens the door to trolls who want to cause problems for your practice.

 

Having a plan in place to deal with trolls is an essential part of reputation management for doctors. The best approach to take often varies by situation, but a polite reply — or none at all — is generally the smartest route.

 

Unless the troll uses profanity or other languages that’s offensive in nature, it’s typically best not to delete their comments.

 

5. A poor star rating

Only 53 percent of people will consider using a business with less than four stars, according to BrightLocal. Don’t panic if your star rating falls below this mark, however, because you can turn things around.

 

Send patient satisfaction surveys after each visit to find out what you’re doing well and where there’s room for improvement. Give satisfied patients the opportunity to share their feedback publicly, as each positive review will help bump your star rating up to an impressive level.

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

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

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6 essential elements for great dental website design

6 essential elements for great dental website design | Online Reputation Management for Doctors | Scoop.it

Dental website design elements you need to incorporate

1. Easy navigation

Nearly all people (94 percent) believe easy navigation is the most important website feature, according to a survey conducted by Clutch.

 

This makes sense because it’s frustrating to seek information on a website and not be able to find it.

 

Effective dental website navigation makes it easy for people to move between pages.

 

A header at the top of the page containing information organized in a logical manner is a classic structure people recognize and understand.

2. Well-written content

When you think of dental website design, the content might not be the first thing that comes to mind, but it’s crucial.

 

The content on your website tells the story of your practice and what you have to offer.

 

Make content digestible by using headers to break up text and keeping sentences short. When possible, present information in list form, as this is easier to read than a large block of text.

 

Misspellings and grammatical errors will make your practice appear unprofessional, so have multiple pairs of eyes proofread all content.

 

This is important because flawless content will make your practice appear professional and trustworthy.

3. Quality images

Nearly one-third of marketers (32 percent) cite visual images as the most important form of content for their business, according to Social Media Examiner.

 

Therefore, your dental website needs quality images that complement the text.

 

Introduce patients to your team by including professional headshots with bios on your “About Us” page. Include photos of your office — i.e. waiting room, exam rooms, etc. — so they can picture themselves receiving treatment.

 

4. Short videos

Most businesses (87 percent) use video as a marketing tool, according to Wyzowl. This isn’t surprising, as 96 percent of people say they’ve watched an explainer video to learn more about a product or service.

 

Incorporating video into your dental website design can add serious value. Engage patients by creating videos explaining the different services you offer, so they can quickly learn more about them and the benefits offered.

5. Clear calls-to-action (CTAs)

The ultimate goal of your dental website design should be to convert visitors into patients. Place prompts such as “Call Us” and “Request an Appointment” prominently on every page of your website, so it’s easy to get in touch.

 

Including a variety of calls-to-action (CTAs) is important because not everyone wants to reach out through the same medium. Some people prefer the phone, while others would rather connect through an online form or email.

 

This covers all the bases, so you can please everyone.

6. Responsive design

According to Google, most users now access the search engine through a mobile device. Consequently, the company recommends using responsive web design for many reasons.

 

Google cites some of the benefits of responsive web design as making it easier for patients to share and link to your content and helping its algorithms accurately assign properties to the page.

 

In fact, Google has been practicing mobile-first indexing  — i.e. primarily using the mobile version of the site for indexing and ranking — for all new websites since July 1, 2019.

 

Ultimately, patients will visit your site using a variety of devices. Since responsive web design adjusts to fit the content on a variety of devices and screen sizes, you’re able to provide a positive user experience to everyone.

 

Great dental website design encompasses a variety of features that make it both attractive and functional. This is the first impression many patients will get of your practice, so investing in a quality site will add tremendous value.

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

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

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4 Ways Patient Feedback Can Help Improve Your Healthcare Practice

4 Ways Patient Feedback Can Help Improve Your Healthcare Practice | Online Reputation Management for Doctors | Scoop.it

Such is the importance of feedback in a business setting that a person could travel down a seemingly endless rabbit hole at Harvard Business Review on the topics of giving feedback and receiving it — if they were so inclined.

 

Feedback is critical for all healthcare providers to understand how their patients perceive them. This, in turn, helps improve the quality of care and patient satisfaction — and ultimately aids in new patient acquisition and retention. Once all of this is working in a virtuous cycle, healthcare practices will see increased revenue and growth.

 

Here are a few ways patient feedback helps physicians and their practices.

Feedback Helps Providers Understand Patient Wants

Having a clear picture of patient expectations is one of the main reasons why practices should seek feedback. It’s entirely possible that patients expect to schedule appointments online, or that they find bills confusing and the waiting room drab. Perhaps there’s one member of the front office team that is a quiet rockstar who always goes above-and-beyond for patients.

 

Without knowing the likes and dislikes of the entire patient experience — from how patients find your practice and schedule appointments to the care they receive — there is no way for practices to implement changes to better serve patients. Improving patient satisfaction and engagement is the surest way to retain patients.

Patient Feedback Can Help Providers Boost Online Reputation

A positive online reputation can help healthcare practices attract new patients. The opposite is also true: A negative reputation can deter prospective patients from entrusting your practice with their health.

 

Some 85% of consumers trust online reviews as much as they do personal recommendations. This means ensuring that patients who are satisfied with your practice share testimonials on social media or review websites are crucial to success.

 

Asking patients for reviews is easier than you might think. With automated patient feedback surveys, it’s simple to encourage patients to post positive reviews online.

 

Patient Feedback Helps Providers Give Better Care

Physicians typically only have a short window in which to connect, catch-up, and address any and all patient needs. That’s difficult under even the best of circumstances.

 

Without knowing how that patient encounter went — Did you provide the necessary care? The right advice and counsel? Did the patient think you seemed rushed or too focused on the EHR? — you will never be able to step back, assess your performance, and work to improve it for the next time.

 

Providers should always be striving to specifically understand how their performance impacts how patients perceive the quality of care given. This is crucial not just for a practice’s online reputation but especially if and when it begins to take on value-based reimbursements.

Feedback Can Create a Culture of Open Communication and Continuous Improvement

The only constant is change — an appropriate aphorism in today’s healthcare landscape if there ever was one. The best strategy to stay relevant is to build a culture of open communication amongst staff of all levels and continuous improvement where any idea that might benefit the practice is debated.

 

Openly sharing and analyzing feedback given by patients on the performance of the front office and providers is one of the best ways to create the psychological safety inherent of the highest-performing teams.

 

Once that safety amongst teammates is established, constructive dialogues can take place that lead to how the practice’s performance can be improved for the benefit of patients.

 

Patients are the customers of medical practices. Without soliciting feedback from them on your performance, it is almost impossible to improve your business.

 

Feedback, then, is the only foolproof way for physicians and practices to truly become patient-centric.

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

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

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5 benefits of acting on patient feedback

5 benefits of acting on patient feedback | Online Reputation Management for Doctors | Scoop.it

5 benefits of acting on patient feedback

Provide a better patient experience

When you analyze patient comments, you’re able to recognize patterns that need your attention. 

 

Common patient complaints — such as unpleasant staff, problems scheduling an appointment, and difficulty or delays getting medical records — can cause people not to return to your practice.

 

Dentists who fail to provide a positive patient experience can face serious consequences. More than half of Americans have decided not to go through with a planned purchase or transaction due to bad customer service, according to American Express.

 

Furthermore, 33 percent said they would consider switching companies after just one instance of bad customer service.

Make patients feel valued

It’s discouraging for patients to voice their opinion and not feel heard. Requesting patient feedback is nice, but it doesn’t mean much unless you actually do something with it.

 

Nearly half of Americans (45 percent) claim appreciation for them as a customer is a very important component of providing excellent service, according to American Express. Choosing not to take action on common patient complaints inadvertently sends the message you don’t care.

 

Using critiques to make meaningful changes is a gesture that goes a long way, so don’t underestimate its value. Make patients confident they chose the right dentist by showing them the appreciation they deserve.

Improve patient satisfaction ratings

There’s a good chance you send patient satisfaction surveys after every visit. In fact, this is probably where you’re getting most of the feedback about your practice.

 

If scores aren’t as high as you’d like, the comments you’re receiving essentially guide your path to improvement. Boost your ratings by implementing as many suggestions as possible and resolving any problems that seem to be a widespread issue.

Achieve higher retention rates

Common complaints noted in patient feedback — surprise bills and long wait times, for example — can cause people to seek care elsewhere. In fact, one in five patients has changed doctors because of long wait times, according to Vitals.

 

If your retention rates aren’t great, simply listening to your patients and taking their suggestions for improvement can make a world of difference. It doesn’t get much easier than having people tell you exactly what’s causing them not to return.

Get more positive reviews

Reviews are an important part of dental marketing. For consumers to believe a business’s star rating is accurate, it needs to have an average of 40 online reviews, according to BrightLocal.

 

Of course, quantity isn’t everything, as positive reviews make 68 percent of people more likely to patronize a business, while negative reviews are a turnoff to 40 percent of consumers.

 

If you don’t have the high quality or volume of patient reviews you’d like, acting on comments can make a world of difference. Satisfied patients will be happy to sing your praises, especially when you took the time to rectify a concern they voiced.

 

The more positive reviews you’re able to generate, the better your dental practice will look to prospective patients.

 

You’ll almost certainly notice an increase in patient volume when you gain a reputation of truly caring about the people you serve.

 

Patient feedback is only effective when dentists use that feedback to make changes for the better. You have nothing to lose and everything to gain by carefully analyzing comments and using them to improve your dental practice.

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

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

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3 Easy Ways to Engage Patients Online During the Holidays

3 Easy Ways to Engage Patients Online During the Holidays | Online Reputation Management for Doctors | Scoop.it

Many people love this time of year because the holidays offer a chance to slow down, give thanks, and spend time with friends and family.

 

For healthcare providers like you, the holidays present a good opportunity to connect with patients in a way that helps them keep their health — and your healthcare practice — top of mind.

Email a Digital Holiday Card

Sending holiday cards is a beloved gesture. According to the publication JSTOR Daily, Americans purchase 1.6 billion holiday cards every year.

 

Rather than send paper cards through USPS, take advantage of your robust patient email database to send digital cards. A digital holiday card expresses the same “thinking of you” sentiment and helps you save time and money.

 

Websites like Paperless Post offer hundreds of holiday card templates that you can customize.

 

All of your patients, including those who have not visited your practice in some time, should be sent a digital card.

 

In fact, a digital holiday card might just be the reminder some patients need to schedule appointments in the new year.

Offer Holiday Discounts on Social Media

People jump for discounts during the holiday season. According to Marshal Cohen, Chief Retail Analyst at NPD, almost one-third of purchases made around holiday time are for the buyer themselves.

 

If your healthcare practice sells retail products or can offer reduced prices on services, you can take advantage of “self-gifting” by running a special holiday sale on social media.

 

To effectively market your sale, you should share eye-catching images and use strong language that specifically outlines exactly what patients must do in order to take qualify for the discount. If you choose to promote the sale on Facebook, for example, you might require patients to “Like” your healthcare practice page and “Share” the specific post.

Discuss Hot Holiday Topics on Your Blog

Now is a great time for healthcare providers to write original blogs that discuss hot holiday topics.

 

A general practitioner, for example, can write several blogs that tackle one of the biggest holiday concerns: weight gain.

 

A few blog topics could include:

  • How to avoid overindulging at holiday parties
  • Healthful alternatives to harmful holiday foods
  • How to exercise regularly when the weather is frightful

Remember, publishing a blog is just the first step in encouraging patient engagement online. You must also share your blogs on social media. You can also send your blogs to patients via email or submit your work to a healthcare publication to bolster your online brand.

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

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

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Use dental marketing to build trust with prospective patients

Use dental marketing to build trust with prospective patients | Online Reputation Management for Doctors | Scoop.it

Dental marketing strategies that build trust

1. Demonstrate reliability with consistent online directory information

Most consumers (80 percent) lose trust in a local business if they see incorrect or inconsistent contact information or business names online, according to BrightLocal. Furthermore, most people blame the local business, not the directory, for the error. 

 

Obviously, online directories play a huge role in dentistry marketing. If you haven’t claimed your listings on popular directories like Google My Business, it’s time to do so.

 

Being in control of your directory profiles will allow you to ensure your business information is accurate. This will avoid confusion that can turn prospective patients away from your practice.

2. Highlight the human side of your dental practice

There were 199,486 dentists working in the field in the U.S. as of 2018, according to the American Dental Association. Finding the right dentist is a very personal choice — and, clearly, patients have plenty of options.

 

Your dentist marketing should make patients feel comfortable with your practice. Humanize it by sharing photos and videos of dentists, hygienists, and practice staff on your website, directory listings, and social media.

 

Additionally, show prospective patients they’re in good hands by highlighting your credentials on all web properties and directory profiles. Your expertise will put them at ease because they’ll feel confident you know what you’re doing.

3. Prioritize dentist reputation management

Three-quarters of people (74.6 percent) have looked online to find more information about a doctor, dentist, or medical care, according to PatientPop. About the same amount (76 percent) trust online reviews as much as personal recommendations, according to BrightLocal.

 

Take control of your dentist reputation management by integrating it into your marketing plan. Continuously ask current patients for their honest feedback by sending automated patient satisfaction surveys.

 

Feature positive reviews on your dental website, and respond to negative public feedback where appropriate. This is key because people won’t necessarily hold negative feedback against you if you try to make it right.

 

For example, 97 percent of consumers read local businesses’ responses to reviews, according to BrightLocal. This means prospective patients would almost definitely be reading your side of the story, lessening the impact of any negative reviews.

4. Share real patient stories

More than half of people (56 percent) trust brands based on their customer experience, according to Edelman. Since you haven’t treated prospective patients yet, learning about those you have can build trust.

 

For example, you might feature before-and-after photos of cosmetic procedures — i.e. teeth whitening, veneers, gum reshaping, etc. — on your website and social media. With patients’ written permission, you can also write about their dental transformations on social media or blog posts on your website.

 

This is a great dental marketing strategy because it helps prospective patients envision what you could do for them.

5. Educate and inform

Prospective patients want to ensure their new dentist knows what they’re doing. Presenting yourself as an authority in your branch of dentistry will put your knowledge on display.

 

Dental marketing ideas might include writing blog posts to explain cutting-edge techniques or sharing the steps involved with common patient procedures. This shows prospective patients you’re fully engaged and know exactly what you’re doing.

 

Prospective patients won’t trust their dental health to just anyone. Thoughtful dental marketing can allow you to connect with people and show them they’re in good hands at your practice.

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

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

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Healthcare email marketing best practices for doctors

Healthcare email marketing best practices for doctors | Online Reputation Management for Doctors | Scoop.it

Think email marketing isn’t an effective way to connect with patients? Think again. The number of active email accounts worldwide has soared from 4.1 billion in 2014 to an expected 5.6 billion by the end of 2019, according to Statista.

 

Furthermore, consumers spend an average of 2.5 hours checking personal email each weekday, according to the Adobe 2018 Consumer Email Survey.

 

When properly executed, email is a valuable component of a healthcare marketing strategy. Read on for 10 healthcare email marketing best practices so you can effectively reach patients.

1. Say no to spam

On average, 24.16 percent of emails are delivered to spam folders on a monthly basis, according to a study of 55 organizations conducted by EveryAction. Unfortunately, your healthcare marketing emails can land in spam folders, even if patients signed up to receive them.

A few tips to bypass the spam filter include:

  • Avoiding spam words and phrases such as “100% free,” “best price,” “promise,” and “save.”
  • Building your own email list instead of working with an outside party.
  • Properly authenticating your emails, so inbox providers know you’re legitimate.
  • Cleaning up your email list on a regular basis because ignored emails lower your engagement rate, jeopardizing your standing with internet service providers.
  • Including a double opt-in because patients who want to be subscribed will boost your engagement and delivery rates.
  • Creating a preference center, where patients can decide what type of content they want to receive from you and how often.

2. Hit the right frequency

The most preferred mode by far, 50 percent of people prefer to communicate with brands by email, according to the Adobe survey. However, 45 percent said sending emails too often is the number one reason they unsubscribe from mailing lists.

 

You don’t want to overload inboxes, but reaching out too infrequently can also hurt your cause. There isn’t a one-size-fits-all formula, so take the time to figure out what works for your healthcare practice.

 

More than just a way to avoid spam, including a preference center — as noted above — is an easy way to ensure patients receive an optimal amount of emails.

3. Use segmenting

More than one-quarter of people (27 percent) want emails personalized to their interests, according to the Adobe survey. Every email campaign you create won’t apply to every patient on your list, so use segmenting to tailor messages to the correct audience.

 

For example, a dentist might send emails that include a discount on Zoom! teeth whitening to patients who have used at-home whitening strips, because the dentist knows these patients want whiter teeth but might be reluctant to pay high prices. The dentist wouldn’t send the discount to patients who have recently undergone Zoom! teeth whitening because these patients are willing to pay full price for the service.

 

Keeping patients informed on topics they’re interested in will boost your engagement rates.

4. Create different types of campaigns

Email marketing can take many different forms. An email campaign can provide educational messaging (i.e. summer skincare tips), promotional messaging (i.e. six Botox sessions for the price of five), seasonal greetings (i.e. Happy New Year!), or even be in the form of a monthly newsletter.

 

Serving up different types of content will engage and inform patients, keeping them interested in your emails.

5. Monitor the metrics

Patients might receive your emails, but that doesn’t mean they’re reading them. In fact, medical, dental, and healthcare emails have a 21.09 percent open rate and a 2.25 percent click rate, according to MailChimp.

 

Carefully monitoring key metrics like open rate, click rate, and bounce rate will allow you to know what’s working and what isn’t. After reviewing, you’ll be able to adjust your message accordingly.

6. Write an engaging subject line

The number of emails sent per day is expected to rise from 269 billion in 2017 to 347.3 billion in 2023, according to Statista. Clearly, your patients’ inboxes are filled with emails, so your subject line needs to stand out.

 

PatientPop advises keeping your subject line short, including your practice name, and avoiding “reminder” language (i.e. Remember to schedule your annual appointment).

7. Don’t forget to proofread

Plenty of factors go into a successful healthcare email marketing campaign, but none are as important as content. Spelling errors and poor grammar reflect poorly on your practice and make it hard for patients to take the message seriously.

 

Email content should be proofread by the person who wrote it, but don’t stop there. At least one other set of eyes needs to review it because it can be difficult for the author to spot mistakes since they’re so close to the content.

8. Include a call-to-action (CTA)

Nearly one-third of marketers (30 percent) cite email marketing and marketing automation as the digital marketing channel with the highest return on investment (ROI), according to Statista. Take advantage of this by crafting email content that incites patients to take action.

 

PatientPop recommends including call-to-action buttons such as “Book Online” or “Schedule Appointment.”

9. Time it right

In life and in email marketing, timing is everything. You could send the most engaging email patients will receive all day, but if it arrives in their inbox at the wrong time, it might not resonate.

 

Customarily, the best times to send emails are Tuesdays at 10 a.m. and Wednesdays at 2 p.m., according to PatientPop. Try sending your emails at these times and then check your open rates and click rates. Then, experiment with sending your emails at other times on other days to see how opens and clicks compare.

10. Get to the point

Your patients are busy people, so they don’t have time to read an email manifesto. Consequently, PatientPop advises keeping emails short and sweet. 

 

Short messages are also better for mobile. This is hugely important, considering 55 percent of email is opened on mobile devices, according to a study conducted by Return Path.

 

When properly executed, email marketing in healthcare is an effective way to keep in touch with patients and entice them to return to your practice — whether for checkups or other services.

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

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

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8 benefits to investing in paid Dental Advertising

8 benefits to investing in paid Dental Advertising | Online Reputation Management for Doctors | Scoop.it

Patients today make their healthcare decisions online. A PatientPop survey revealed that 74.6 percent of people have looked online to learn more about a doctor, a dentist, or medical care.

 

For the most part, patients are looking for their dental care on Google. Google has 88 percent of the U.S. search engine market share, according to StatCounter.

 

According to Google, one in every 20 searches is health-related, which translates to at least 100 billion health searches a year, according to Search Engine Land.

 

Thus, showing up prominently in Google results is a key marketing priority for any dental practice. Dental ads offer dentists a unique opportunity and competitive advantage in reaching patients who are searching for their services.

 

Read on to learn why paid dental advertising is a good investment for your practice.

How dental ads are different from traditional marketing

1. You control where you rank.

On Google, paid dentist ads appear above organic listings on search engine results pages (SERPs). They look almost identical to organic results but are delineated with the word “Ad” in a green box. Placing a dental ad on search can place you at the top of the search results.

 

This is important because where you rank on Google matters. Generally speaking, the higher you rank, the more clicks you can expect to receive.

 

According to Advanced Web Ranking, the top organic Google result on desktops garners a click-through rate of about 31 percent, the second position receives about 15 percent, and the third position receives almost 10 percent.

2. The results are immediate.

Online advertising for dental practices is the perfect complement to search engine optimization (SEO). It’s important to have a website optimized for SEO, but climbing search results organically is a steady process, and you may not be ranking for all the keywords that you desire.

 

When you place a dental advertisement, you can rank the top of the page for that keyword as soon as your campaign goes live, which can mean an instant boost in traffic and dental patients. This can be an especially good strategy if your website has recently been redesigned, as it can take several months for Google to index your site.

3. You can reach your ideal customer.

Unlike more traditional forms of dentist advertising, placing a dentist advertisement on Google allows you to control who can see your ads, meaning you only market to the people you are trying to attract to your practice.

 

You can select to market only in relevant geography. If you’re a dentist in Brooklyn, for example, you may choose to only market to Brooklyn, rather than all of New York City, depending on your specific goals

4. Place dentist ads on the highest value keywords.

One goal of search dental advertising is to reach patients who are ready to convert (book an appointment). The keywords that patients use when searching for care can show their intent of seeking dental care.

 

For example, a patient searching for [teeth whitening] might just be curious about the process and how it works. They may not be ready to book an appointment just yet.

 

However, patients searching for [affordable teeth whitening near me] are showing their intent to seek dental care soon. This may be a higher value keyword because it’s likely to generate more appointment requests. With paid dental advertising, you can rank specifically for these high-value terms.

5. Payment is tied to results.

Paid search advertising for dental practices works on a payment model called pay-per-click (PPC). This literally means that you only pay when someone clicks on your ad. It doesn’t matter how many people have seen your dental ads.

 

A lot of practices hesitate to spend money on dentist ads, but this pay model makes it a safe marketing investment.

 

Because your ad is targeted to those seeking your specific services, the chance that those clicks become booked appointments is higher than with other dental advertising strategies.

6. The return on investment is highly measurable.

With Google advertisements, you can see everything that’s tied to a click on your ad — from the person’s initial search query to what they did on your website, including whether they booked an appointment or if they called.

 

You can see which of your dental ads are working and which aren’t and calculate exactly what you’re getting in return for your investment.

7. It’s a consistent marketing investment for your practice.

Because you pay per click on your ad, it may feel like something that’s difficult to plan month-to-month. However, after some trial and error and figuring out which of your dental ads work best for you, this form of dental advertising becomes consistent over time and is something that you can plan for in your business.

 

8. You can change your budget at any time.

Paid dental advertising is a flexible form of advertising. You can adjust your budget or start or stop your dental ads at any time. Use online dental ads to serve your marketing needs on a budget and commitment that works best for your practice.

 

PatientPop provides dental practices with an all-in-one solution that helps them expand their web presence, boost their online reputation, and automate their front office.

 

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Is word-of-mouth marketing best to attract new patients?

Is word-of-mouth marketing best to attract new patients? | Online Reputation Management for Doctors | Scoop.it

4 reasons why word-of-mouth marketing is not enough to grow your practice

1. Patients still conduct online research even after being referred

A referral might help you attract new patients, but that alone probably won’t seal the deal. Nearly all patients (91 percent) always or sometimes conducts additional research after receiving a referral from a healthcare provider, according to the 2018 Patient Access Journey Report conducted by Kyruus.

 

If your online reputation isn’t great — or is non-existent — people probably aren’t going to take the recommendation. With so much information readily available online for other providers, it’s easy for patients to find a doctor who meets their unique needs.

 

2. There is a limit to how many people word-of-mouth marketing can reach

Online reviews and your practice website can be accessed worldwide on a 24/7 basis. Word-of-mouth marketing has a much smaller reach, as it relies on the discourse between two people.

 

“There’s a limit to how many people you can access through your existing patients, and even if a patient refers me to a friend, that person will look for me online,” said PatientPop customer Dr. Nicole Mermet. “No matter how good your dentistry is, or how strong your staff is, or how well you run your business, you’re invisible if you don’t have a strong online presence.”

3. You’re not in control of the conversation

Nearly three-quarters (71 percent) of people make recommendations because of a great experience, according to the Chatter Matters report. This is a good thing, but even when patients rave about your practice, you don’t know what they’re saying.

 

Just because patients praise your practice, it doesn’t mean they’re speaking to an audience who requires your services. Even if they are, their recommendation might not include the information needed to convince the other person to give your practice a try. If they go online to learn more about your practice but don’t find anything, they might opt for your competition.

4. Growth can take a long time

When trying to figure out how to get new patients, growth is something you’d like to see sooner, rather than later. Unfortunately, you don’t know when referrals will be given or when recipients will need to use them.

 

Your practice might be referred by a patient today, but it could be months or even years before the other person actually makes an appointment. If you want to grow your practice now, this method might prove to be of little help.

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Did you know that Long Patient Wait Times Costs You?

Did you know that Long Patient Wait Times Costs You? | Online Reputation Management for Doctors | Scoop.it

Patience is a virtue, but patients don’t always feel the need to practice it. And that makes sense; as more practices offer shorter wait times and more one-on-one time with the doctor, why would they want to put up with long patient wait times?

Attitudes towards patient wait times are changing

If you’ve worked in the healthcare field for quite a while, you’ve probably heard the term “healthcare consumerism.” While the term encompasses many different things, the big idea is that patients expect their healthcare experience to be more like a customer service experience.

 

This retail mindset means patients are no longer willing to put up with long wait times at the doctor’s office—just as they wouldn’t wait a half-hour in line at the store to buy an item.

Reasons for shifting patient attitudes

The truth is that patients have never enjoyed long wait times in the office. In many cases, they simply accepted it as the norm.

 

While some offices have always attempted to streamline processes, we all know that practices and hospitals have a reputation for scheduling appointments that rarely begin on time.

 

So what’s different now? Patients have become empowered to take control of the situation. They know that there are other options out there. And while they may not be able to turn back the clock and choose another office, they can prevent other people from making the same mistake.

Your reputation is on the line

Wouldn’t it be great if a doctor or hospital’s reputation was based solely on their professional merits? Of course, you strive to provide the best level of healthcare you can. But in this day and age, that’s not enough to earn a strong patient referral.

 

And patient referrals are not just limited to someone’s family and friends. A recent Vitals study showed that healthcare facilities with long wait times tend to receive much poorer reviews than those with shorter waits.

 

The highest reviewed practices had average wait times of 13 minutes, while those receiving low star ratings had wait times of 34 minutes.

Patient reviews have greater reach than ever before

90% of patients have researched a doctor or hospital before visiting. Chances are high that most of your patients have looked you up online. They may have been pleased with your reviews, or they may have decided you were worth a shot despite them—but after a visit, they could change their mind.

 

This fact is not just limited to primary care. Even patients who receive a referral from another doctor are likely to research that referral online. And if they don’t like what they see, they may seek out a second option.

Your competition is changing

Depending on your area of specialty, the competition surrounding your practice or hospital is likely a lot different than it was just 10 or 15 years ago.

 

Primary care doctors and some other specialties are competing with urgent care clinics, including those in retail locations like a CVS. Urgent care clinics now compete with telehealth apps on mobile devices.

 

If you want to keep patients in your practice or hospital, you have to create an experience of care that keeps them coming back and is competitive with these modern healthcare environments.

Losing a patient is expensive

According to Vitals, 30% of patients have simply left a doctor’s office because they were dissatisfied with the wait time.

 

In some cases, the cost of acquiring a new patient can be a couple hundred dollars—worth it when you consider the lifetime value of that patient, but not if you lose them!

 

And when one patient leaves, you miss out on the opportunity for several more patients. This includes their family and friends and, of course, several people reading your negative reviews.

What can you do to reduce the wait?

It may be time for an audit of your systems and processes. Think about what you could do to really streamline appointments and make sure everyone is in and out in as little time as possible. Could you…

  • Automate check-ins or keep these online?
  • Keep better estimates of the amount of time needed for certain times of appointments?
  • Text patients when you’re running behind and allow them the option to reschedule?

 

Best of all, listen to your patients and their needs. Even if you fall behind in scheduling, your patients will appreciate transparency and your willingness to fix the issues over time.

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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.

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How to Respond To Negative And Positive Patient Reviews [The HIPAA Compliant Way]

How to Respond To Negative And Positive Patient Reviews [The HIPAA Compliant Way] | Online Reputation Management for Doctors | Scoop.it

Even though patient reviews have a critical role to play in the success of your healthcare practice, they don't work in solitude. They are a conversation initiated by one of your patients that asks for your participation to present your side on the matter. You would provide the final viewpoint on the situation.

 

Not responding to a negative review will give the impression that you don’t listen to what your unhappy patients have to say and aren’t proactively addressing areas where you may be struggling. Whereas, not responding to positive reviews can make you look like you only care to address patients when there’s a damage to your reputation. In both cases, it will be your reputation that suffers.

 

When responding to your patients’ reviews, it’s important to comply with HIPAA regulations. HIPAA compliant review responses keeps you safe from any data privacy-related troubles. Data privacy is a big violation that can bring unnecessary financial and legal problems.

How to Respond to Negative Patient Reviews

Negative reviews are not always a bad thing. In fact, you need a few negative reviews from your patients. Replying to a few negative reviews appropriately can help draw attention toward your business’s positive qualities. Think of this concept as quality control.

 

When you see a negative review, don't immediately write a response. It's better to take a short break, analyze the situation, think of a strategy, and then write your response. Below are the “do’s and don’ts” of responding to negative reviews:

Do Not Even Think of Ignoring Them

When patients are irate, it’s natural for them to sound more dramatic while writing reviews. They’re upset and want the world to know about it. Take it with a grain of salt and never take it personally. However, do not ignore negative reviews.

According to a study, the majority (65%) of patients said that it's highly expected of doctors to respond to patient reviews. Responding shows that you take patient feedback seriously and are committed to improving the patient experience. The key here is to be understanding and sincere.

See if the Review Violates Terms and Conditions of the Website

Another thing to do before you respond is to check if the review is violating the terms and guidelines of the review website. If the review turns out to be objectionable, such as written by someone else, promotional in nature, sexually explicit, contains third-party names, harasses, abuses, or threatens to harm, etc., you can simply “flag” or “report” it. Let the review site know about it so they can investigate it and consider taking it down. Consider writing to the review site. However, remember that they are inundated with these requests and may not get back to you for weeks or months.

If the review is not objectionable and it correctly points out your fault, it's your responsibility to think of a strategy to respond to it.

Here's what you should keep in mind while responding to a negative patient review:

 

Examine the situation: Analyze the situation from all perspectives; the patient's point of view, the legal point of view, and the public point of view. After analysis, consider a professional HIPAA compliant response that not only solves your patient's concerns but also minimizes the damage to your reputation.

 

Begin with an apology: Even if you don't recognize your patient's claims, start your response with an apologetic and sympathetic tone. Next, explain your stance on the matter and let your patients know that you're serious about listening to their concerns. For example – “We are sorry to learn about your bad experience. However, this is not something that goes with our standards. Our representative will connect with you to learn more about it."

 

Passively market your service USPs: There is no harm in providing a little bit of extra information that explains what your patients usually experience. This will insert a little bit of marketing in your response to the bad review. For example – “We are normally known for our exceptional attention to detail, and we regret that we missed the mark.”

 

Note: Don't include your practice name or relevant search terms, like category and location, in your response as it can make your negative patient review appear in the relevant search results.

 

  1. Keep it anonymous: Make sure that your team responding to patients' reviews is aware of the HIPAA guidelines. HIPAA requires providers to respond to patient reviews without disclosing the patient's identity and/or their personal health information; such as, but not limited to, phone number, email address, appointment dates or times, diagnosis or test results. Failure of HIPAA compliance can invite hefty fines and even court-related troubles.
  2. Offer to move the conversation offline: Provide contact information of someone at your practice whom unhappy patients can contact to discuss their problem in person. For example – "Hi! My name is [name], and I'm the [provider/practice manager] at our practice. If you'd like to discuss this further, please call me at [phone number] or email at [email address] during regular business hours."

How to Respond To Positive Patient Reviews

Just because positive reviews don't cause any trouble (if they are genuine), should you just sit on them and do nothing? Absolutely not. First, that would be like ignoring someone when they give you a compliment, and secondly, don't you think you should amplify the goodwill using those positive reviews? Obviously, yes! Also, it's a great way to spread positive messages about your brand’s online reputation!

The good news is there are a few best practices and guidelines to follow when it comes to positive reviews; these are very important to remember.

Here’s how to respond to positive patient reviews, the HIPAA compliant way:

  1. Start with 'thanks’: Just like you start off with an apology in case of a negative review, you should also thank your reviewer when they praise you. Example – “Hi! Thank you so much for your kind words. We appreciate you taking the time to share your great experience!"
  2. Keep it ambiguous: While thanking, don't use phrases like, "It was great to see you," or "Thank you for visiting the office." Such phrases sound more declaring or affirming and may be used against you for indirectly exposing the identity and actions of a patient.
  3. Boldly market your practice: Inserting your business name, category, location, and your service-related keywords may help these positive conversations, about your brand, appear in the relevant Google search results. For example – “The team here at [your practice name] are delighted to hear your feedback, and we're proud to be the most trusted [service category] provider in [location name].”

Tips to Get the Most Out of Positive Patient Reviews

  1. Amplify it on social media: You should amplify all positive reviews through social media. Try using a graphics tool like Canva or PicMonkey to create engaging graphics of your testimonials and share across social media. Make sure to cross-promote the testimonials on all social channels you’re active on. This is known as social proof.
  2. Promote it on your website: You can also create a separate testimonial page on your site and showcase positive patient reviews for promotion. Doing so will also help your page get better search engine rankings.

 

Note: To get the most out of positive patient reviews, you should strive to get more overall positive reviews.

 

Incentivizing reviews isn't a great option, it's not ethical, and most review sites don't approve of it. However, you can always ask and facilitate your patients to write reviews in an ethical manner.

Handling patient reviews requires time and effort and an understanding of the policies. It's one of the significant tasks under healthcare online reputation management.

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8 Essential Features for Testimonial Software

8 Essential Features for Testimonial Software | Online Reputation Management for Doctors | Scoop.it

The right testimonial software can help you gather more online testimonials, and improve your business’s reputation without demanding hours of your time. To help you save time and manage your reviews, there are a few essential features that your testimonial software should have. Your software should help you not only display testimonials in an attractive way, but also gather and manage testimonials efficiently.

8 Essential Features for Testimonial Software

1. Automate Testimonial Gathering

Many types of testimonial software allow you to display testimonials, but few actually help you gather them. This is an essential feature for testimonial software that can help you automate your testimonial collection process and save hours of time. To use your testimonial software to effectively gather testimonials and automate the process, you’ll need to have your testimonial management, display and submission process all connected in one application.

2. Gather Testimonials with Landing Page

To start gathering testimonials, you first need a place for customers to submit them. The ideal testimonial software will allow you to easily add a testimonial submission landing page to your website. This should give customers everything they need to submit a testimonial directly to your platform. For example, Uni Key Health Systems used their testimonial landing page to incentivize customers and give them an easy place to submit their thoughts.

3. Usable With Your Website

Almost a third of the web now operates on WordPress, and new site owners are migrating to WordPress every day, making usability with WordPress a high priority. You don’t necessarily need a WordPress plugin to manage your testimonials, but the testimonial software that you use should be compatible without a lot of coding experience.

4. Compatible with Multiple Formats

Text testimonials are easy to fake, and customers recognize this. Your testimonial software should, at minimum, be compatible with pictures, so prospective customers can see that the testimonials are real and trustworthy. As video gains popularity and generates more shares, it’s helpful to use testimonial software that is compatible with video, or you might find yourself falling behind.

5. Approve and Dismiss Testimonials

Inevitably, you’ll receive some testimonials that you would rather not post on your site. While you can’t always control what customers say on other platforms, you can control the testimonials that you display on your own site. This means you’ll need a way to review, approve and dismiss testimonials accordingly. Make sure that your testimonial software has a place to store testimonials, whether text or video, until you review them and decide what to do.

6. Add Account Managers

You’re busy running your business, and you might not have time to review all the testimonials you receive. In this case, it’s helpful to be able to add others to your testimonial software as account managers, without sharing your own login credentials.

7. Match Site Formatting

A variety of testimonial apps allow you to display testimonials in different ways. Before you choose an app, make sure you can display testimonials the way that suits your site design. Keep in mind that your site or the way you use testimonials might change, so it’s good to have some flexibility here. Choose testimonial software that allows you to easily display testimonials on your website, and in multiple places across your site. Look for the ability to change the number of testimonials displayed, change the length or size displayed, and change colors or text as needed.

8. Share to Social Media

Customers put more confidence in products that others are raving about. This is the basic psychology of social proof, and part of the reason testimonials are such powerful selling and marketing tools. The wider reach your testimonials have, the more impactful they will be. Choose testimonial software that allows you to integrate with social media platforms, and spread your social proof far and wide.

You might not need all of these features now, but it’s easier to grow into available features than to move all of your testimonials to new software later. When your testimonial software has the features you need, you can keep it for years to come. Before you choose, give your testimonial software a test drive to see if it has the features that you’re looking for.

 
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Healthcare website promises doctors should be wary of

Healthcare website promises doctors should be wary of | Online Reputation Management for Doctors | Scoop.it

7 healthcare website promises that should make you think twice

1. “You don’t need a responsive site.”

As of February 2019, 81 percent of Americans own a smartphone, according to the Pew Research Center. Furthermore, GSMA Intelligence predicts 3.7 billion people — 72 percent of global internet users — will access the internet using only mobile devices by 2025.

 

Given these numbers, it’s clear patients are using a variety of devices to access your site. Therefore, having a responsive medical website is a must, as it adjusts to fit the screen size of the device. This allows all patients to enjoy an optimal viewing experience.

2. “Anyone can build a website that can be found in search.”

Don’t let anyone tell you otherwise: Creating a medical website that ranks highly in search requires vast search engine optimization (SEO) knowledge.

 

This isn’t easy, as nearly two-thirds of companies (61 percent) cite generating traffic and leads as their top marketing challenge, according to HubSpot.

 

You can have the most amazing healthcare website, but it’s essentially useless if people can’t find it. In fact, three-quarters (75 percent) of people don’t look past the first page of Google search results, according to Moz.

3. “Website content can be written by anyone.”

Bad content can ruin an otherwise amazing healthcare website. In fact, nearly half of consumers (44 percent) won’t purchase from a brand if its content is too wordy or poorly written, according to Adobe.

 

Content should be written during the website design process. Consider it a red flag if your web designer doesn’t make it a priority or suggests having anyone but a professional copywriter do the work.

 

4. “Web design tools will build a great site.”

Easy-to-use web design tools seemingly make it possible for anyone to create a website. However, there’s no comparison between a site made with one of these tools and one created by a seasoned web designer.

 

If building a quality healthcare website was easy, everyone would do it. Working with an experienced web designer is the only way to get a finished product your business deserves.

5. “Your website only needs to work on Chrome.”

At 49.35 percent market share as of November 2019, according to Statcounter, Chrome is the most popular internet browser in the U.S. There’s a 50-50 chance your patients are using Chrome, but if they’re not, you still want them to have an outstanding user experience. 

Making sure your healthcare website is compatible with all browsers is a must because it could cause you to lose out on new business. If prospective patients visit your website using a browser other than Chrome, they’ll probably move on to your competitor if it doesn’t function properly.

6. “A lack of healthcare experience doesn’t matter.”

No one can be an expert at everything. Be cautious of web designers who claim they can create an outstanding medical website despite having few or no healthcare clients.

 

Sure, any experienced web designer might be able to create a website that’s attractive and functional. However, a professional with specialized healthcare industry experience will be better equipped to know exactly what your practice website needs.

 

After all, podiatrists and ophthalmologists are both doctors, but you wouldn’t go to the latter to have a foot fracture treated.

7. “Your website will be completed ASAP.”

If your current healthcare website is seriously lacking — or nonexistent — you want a new one as soon as possible. However, quality websites aren’t built overnight. 

 

For example, it takes an average of three hours and 57 minutes just to create one blog post, according to Orbit Media. That’s only one piece of content, so be wary of a web designer who promises to complete your site in a matter of days.

 

They should provide you with a clear implementation process that details the work they’ll be doing — and the timeline — from start to finish.

 

This gets the two of you on the same page from the beginning and allows you to know exactly what they’re doing.

 

Your healthcare website should make you proud. Carefully vet the company you work with to create it to ensure it meets the quality standards your practice deserves. 

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5 CX Myths That Can Destroy Brand Reputation

5 CX Myths That Can Destroy Brand Reputation | Online Reputation Management for Doctors | Scoop.it

In the last several years, the rise of customer experience as the main focus of most digital marketing campaigns has resulted in the proliferation of various CX myths.

 

Many inexperienced marketers who are just starting out can easily fall prey to some of these myths that reference half-researched articles and make potentially harmful conclusions.

Big Data and CX

The Myth: In order to improve customer experience, you have to invest in big data processing.

 

You’ve probably already heard quite a lot about big data. Basically, this term refers to the huge amounts of data that internet users create on a daily basis and that can’t be processed using traditional methods because of the volume, variety, and velocity (the three Vs of Big Data).

 

That is why most companies hire specialized big data engineers who are able to go through it and obtain useful information. This information is often used to personalize the customer experience and can, therefore, be quite beneficial.

 

The Problem: Inexperienced marketers believe that big data is a must if you want to improve your CX. The reality is a bit different, however. Whether you’ll get into big data or not depends a lot on your company and your (financial) capabilities.

 

As Smarter CX points out – you need to have a clear plan regarding what data you want to extract and how you will implement to improve your CX.

 

Collecting heaps of unnecessary data will only drain your resources, take up your valuable time, and hurt your company’s marketing efforts. If you have no explicit need for big data, don’t waste your time with it.

Measuring CX with NPS

The Myth: Net Promoter Score is the best indicator of the state of your CX.

 

Net Promoter Score is a popular customer metric that measures the relationship between your brand and the customers. NPS rose up as a more efficient alternative to the old customer satisfaction surveys and, today, more than two thirds ofthe biggest companies in the world use it.

 

This is probably the reason why so many new companies believe this is the most reliable and precise customer satisfaction measure out there.

 

The Problem: Customer experience is an exceptionally complex front-facing component of a business  that can’t be measured with a single indicator.

 

The entirety of a customer’s interactions with a brand — the customer journey– – and all of its parts need to be taken into consideration to create a clear picture of CX. Not only that, but customers are also affected by what Martech Advisor calls “moments of truth.”

 

There are three main types of these moments that a customer can have with a brand:

 

  • Major Turning Point in a Relationship –  When a customer, for example, has a first encounter with a brand by unboxing a new phone. That first impression significantly affects CX.
  • Crisis – The interaction between a customer and a brand during a crisis (for example contacting the call center after the loss of the aforementioned phone) has a huge impact on how satisfied the customer will be with the company. It can overshadow a number of good moments in the customer journey.
  • Unexpected Delight – Introducing special (and uncalled for) discounts to old customers for no other reason than to show their appreciation is an example of an unexpected delight.

With all these elements at play, it’s obvious that a single measurement can’t really offer a true customer satisfaction report. You have to use a number of different customer success metrics to get the real picture.

Improving CX with Chatbots

The MythChatbots will dramatically reduce the cost and improve the customer experience.

 

A lot of companies nowadays use chatbots to deal with customers’ basic questions and, that way, reduce the need for additional support staff.

 

Chatbots are definitely part of the future because of their data collection component and the potential for hyperpersonalization. According to Gartner, in just two years, around 25 percent of customer service teams will use virtual assistants like chatbots.

 

As they get smarter, they will take on more and more consumer interactions, so it’s wise to invest in them.

 

The Problem: Many companies believe that using a chatbot will reduce their expenses drastically and that they won’t even need actual, human customer support.

 

This is wrong. The use of chatbots is a young, new technology and, right now, they can only accurately deal with basic customer issues.

 

Complex concerns still require a “human touch.” Using only automated bots to communicate with customers is a highway toward customer frustration causing CX to suffer. Getting personalized service with another person on the other end of the line (or the chat room) still works best in complex situations in terms of providing a human touch and also delivering the most efficient resolution to a concern.

Customers Experience Failures

The MythWhen it comes to customer memory, only the big failures actually matter.

 

Numerous company owners believe that only big, catastrophic brand failures have an impact on customer experience, while the small ones are ignored. However, this is not true. Entrepreneur explains that people subconsciously notice anomalies like catastrophic brand fails but they often ignore them if they’re not affected personally by them.

 

The website uses an example of the time when Adidas used the phrase “survived the marathon” in the congratulatory email in Boston on the fourth anniversary of the bombing incident. Not only did Adidas recover from this mistake, but their sales went up. People simply dismissed it as unimportant.

 

The Problem: The problem lies in the companies that focus on avoiding catastrophes and often don’t notice minor incidents with the customers. These smaller incidents are often more personal and leave a mark on the brand’s reputation.

 

A customer will have a worse experience with a company that is riddled with tiny, annoying issues. Put yourself in your customer’s shoes quite often and think about everything that would annoy you as a customer.

 

You’re more likely to forgive a company for not participating in a humanitarian cause than for having rude customer support staff.

Brand Control

The MythMarketers control brands and shape them as they like.

The most important thing about good customer experience is establishing a connection between a customer and the company. This is often done through branding.

 

When marketers create a strong brand, they give the company a visual identity, a voice, an attitude and, basically, they humanize it. That is why many smart business owners leave this job tospecialized branding agencies that make sure the new identity is consistent on all fields and in all places.

 

The Problem: Many marketers believe that simply because they’ve created brands, they can control them and shape them as they please. The hard truth is that most people don’t actually (want to) see is that consumers are actually the ones who control the brand.

 

It is the interaction with the consumers that keeps the brands alive. Ed Couchman, one of the directors at Facebook, says that it’s the customer service that helps build an authentic brand. Customers’ interactions with your company shape your brand–so it’s as much in the customers’ hands as it is in yours.  

Challenge Everything

This was our selection of the most frequent CX myths that can actually hurt your organization if you follow them blindly. Every bold claim on the web that seems too persuasive and confident should be carefully researched before any application. People love to jump to conclusions without realizing the potential perils haste brings.

 

Delivering great customer experience must be top of mind for any business today, so keep an eye out to prevent yourself from falling prey to these myths.

 

 

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Manage Online Reputation With a Patient Feedback System 

Manage Online Reputation With a Patient Feedback System  | Online Reputation Management for Doctors | Scoop.it

Reputation is everything in business, and in today’s digital era this includes your online standing.

 

When choosing a new healthcare provider, people have plenty of options, so many browse the internet to find the practice with the best reviews.

 

An overwhelming 82 percent of U.S. adults read online customer ratings or reviews before making a purchase decision, according to 2016 data from the Pew Research Center.

 

More than half (54 percent) focus on the extremely negative ones, so unkind words can actually hurt your practice.

 

If you’re trying to attract new patients, it’s time to take control of your online reputation. Here are four ways to generate reviews with an effective patient feedback system.

Send a quick survey

Your patients are busy people. They don’t have time to complete a lengthy post-visit questionnaire, so make giving feedback easy.

 

After each visit, send a short patient satisfaction survey via text or email. Serving as a post-appointment follow-up of sorts, promptly reaching out allows you to connect with them while they visit is still fresh in their mind.

 

The key to attracting new patients — and retaining existing ones — is finding out what people liked and disliked about their visit. Everyone won’t complete the survey, but automatically send one to each person incites a higher response rate.

Handle issues privately

You strive to provide patients with the first-class service, but no healthcare practice is perfect all the time. In fact, 62.4 percent of providers have had at least one patient post a negative review online about their practice, according to our 2018 Online Reputation Management Survey.

 

When you have a robust patient feedback system in place, you’re able to learn about the problem before the person writes a negative review online. This allows you to manage the issue offline, so it doesn’t play out in a public sphere.

 

Taking the time to rectify the issue will make the patient feel valued. When it has been resolved, it’s possible they’ll write you a positive review that will help attract new patients.

Invite patients to share

People like to voice their thoughts and opinions. When patients have a positive experience with your practice, many are happy to write a review but need a little push.

 

Results of the recent PatientPop survey revealed that 52 percent of healthcare providers ask patients to share their experience online. However, 71.3 percent of practices receive reviews from no more than 5 percent of their patients.

 

Clearly, most providers aren’t using an effective patient feedback system. Investing in a tool that invites patients to post reviews and makes it easy to do so will generate a higher response rate.

 

For prospective new patients, nothing weighs greater than the opinions of those currently under your care. Positive reviews build trust. If patients sing your praises, readers will be more inclined to call you, instead of a competitor without those reviews.

Send friendly reminders

Feedback from existing patients is a fantastic way to attract new patients, so if you don’t succeed the first time, keep trying. Give people multiple opportunities to respond to your patient satisfaction survey, because their opinions matter.

 

Let patients know how important it is for them to complete the survey and how much you truly appreciate their taking the time to do it. Even those who truly intended to fill it out on the first try can easily forget, so a gentle nudge can make all the difference.

 

Getting a handle on your online reputation management is a must for attracting new patients. People put a lot of stock in online reviews, so giving current patients a voice can seriously boost your practice.

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5 ideas to encourage patient retention with healthcare marketing

5 ideas to encourage patient retention with healthcare marketing | Online Reputation Management for Doctors | Scoop.it

Patient retention is crucial to the lasting success of your practice. However, many businesses are more focused on marketing to new patients than nurturing relationships with existing ones.

 

More than three-quarters of consumers (77 percent) have stuck with certain brands for at least 10 years, according to the 2018 InMoment US Retail CX Trends Report.

 

Retaining an existing patient is less expensive than acquiring a new one, and marketing to them can strengthen your bond.

 

5 healthcare marketing tips to boost patient retention

1. Start a blog

Savvy patients are proactive about their health, so educate and inform them on topics relevant to your practice by starting a blog.

 

This is a great way to keep patients engaged and highlight your authority on the issues they care about.

 

More than half of companies (55 percent) consider blogging a top priority, according to the HubSpot State of Inbound 2018 report.

 

Chances are, your competitors have started using it in their healthcare marketing strategy, so you don’t want to fall behind.

 

Of course, just throwing together a blog post for the sake of having one doesn’t work.

 

Nearly one-quarter of bloggers report strong results after spending less than an hour on a post, according to a 2018 survey conducted by Orbit Media Studios. However, 38.9 percent who spend six or more hours on a post reported strong results.

 

As a busy doctor, you might not have enough time to write your own blog posts — and that’s OK. Delegate this task to a staffer or a third party to make sure it receives the proper time and attention.

2. Maintain an active social media presence

About seven-in-10 U.S. adults are on Facebook, according to the Pew Research Center. Furthermore, 37 percent have an Instagram account and 22 percent use Twitter.

 

Therefore, it’s basically a given the bulk of your patients use social media.

 

If social media isn’t already part of your healthcare marketing plan, it’s time to change that.

 

Your patients want to connect with you on social media, and doing so will strengthen your relationship.

 

Keep patients engaged by posting informative content on a regular basis.

 

When they see something particularly interesting, they’ll also likely share your posts, as 75 percent of loyal customers are willing to recommend a brand to friends and family, according to InMoment.

3. Launch an email newsletter

More than half of people who responded to a 2017 Campaign Monitor survey revealed they check their personal email account more than 10 times a day.

 

They also said email is by far their favorite way to receive updates from brands.

 

Take advantage of this by starting an email newsletter aimed at existing patients. Depending on the amount of content you have, this can be sent on a monthly, bi-monthly, or quarterly basis.

 

Include practice updates, industry news, and any other relevant information you think would interest your patients.

 

This is a great healthcare marketing tool because it keeps people connected to your practice.

 

4. Send direct mail postcards

You might think direct mail campaigns have passed their expiration date, but there’s a time and place for them. People enjoy getting mail — admit it, you do too — so step up your healthcare marketing strategy with an approach many other businesses no longer take.

 

Personalize communications by mailing birthday cards and appointment reminders.

 

This is brilliant for patient retention because the extra effort shows people you really care.

5. Offer exclusive discounts and freebies

Everyone appreciates the ability to save money. In fact, discounts are the reason 72 percent of consumers are inclined to open an email from a brand, according to Campaign Monitor. 

 

Therefore, giving discounts and freebies to existing customers is sure to be a crowd-pleaser. For example, a dermatologist might offer a free skincare product to patients who book a certain service.

 

Feeling like they’re getting something special will make patients feel valued. Satisfied patients don’t even think about switching providers.

 

Patient retention requires an investment on your part, but you can’t afford to ignore it. Your practice will struggle if you don’t have a steady stream of long-term patients in your waiting room, so including them in your marketing efforts is a must.

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How to promote health-related products with digital marketing

How to promote health-related products with digital marketing | Online Reputation Management for Doctors | Scoop.it

1. Purchase paid search advertising

Paid search advertising is a form of digital marketing in which you purchase ads for search engines like Google, Bing, and Yahoo.

 

Google AdWords is the most popular paid search platform, most likely because Google enjoys close to 93 percent of search engine traffic, according to Statcounter.

 

There are a number of reasons to consider paid search advertising to promote health-related products.

 

First, your practice has an equal opportunity to rank for highly competitive keywords. This is unlike organic rankings, which take into account a number of website factors like page speed and mobile-friendliness.

 

With paid search advertising, the highest bidder always wins the top spot.

 

Another reason to consider this form of digital marketing is that paid search ads bypass the waiting period that often accompanies achieving a high organic ranking.

 

This means you benefit from instant visibility. Better visibility means your product will receive more clicks, your healthcare website will see more traffic, and your product sales will likely increase.

 

A third reason to consider paid search advertising is that it allows for uber precise audience targeting, which ultimately helps you reach your ideal patients.

 

In Google Adwords, for example, you can target demographics such as gender, age, and household income. You can also exclude demographics if you know certain audiences would not be interested in a particular product.

2. Publish product-centric blog posts

Blogging is a digital marketing tactic that’s proven to boost organic search rankings and increase healthcare website traffic over time. This is because search engines like Google regularly crawl websites for new content.

 

When you publish blog posts about your products, search engines surmise that your practice is an authority on those products, and they feel confident sending searchers to your site.

 

According to HubSpot, companies that blog receive 55 percent more visitors than companies that do not blog.

 

Additionally, blogging can help position your practice as the go-to place for particular products in your area.

 

Blogging also allows you to go into greater detail about your products — detail you might not be able to provide via a product page located elsewhere on your healthcare website. Plus, with blog posts, you can offer a different perspective on products, whether that’s a product review or comparison.

3. Discuss products on social media

Social media is an ideal digital marketing platform to promote out-of-pocket products. One reason is because social media is widely used and regularly accessed.

 

According to the Pew Research Center, 73 percent of U.S. adults use YouTube, 69 percent use Facebook, and 37 percent use Instagram. Fifty-one percent of YouTube users, 74 percent of Facebook users, and 63 percent of Instagram users access the sites at least once per day.

 

Another reason to use social media for healthcare marketing is that people actually want to consume the content healthcare practices share.

 

According to a survey by the American Osteopathic Association, two-out-of-five adults said they already are or would like to follow their healthcare providers on social media.

 

And according to a PwC report, 61 percent of people are likely to trust information posted by healthcare providers.

 

To ensure people are seeing your product posts, you can invest in sponsored content. Similar to paid search advertising, sponsored content allows you to target highly specific audiences.

 

On Facebook, for example, you can specify demographics like gender, age, and location as well as interests and behaviors. According to Sprout Social, 65 percent of people who engage with a social media advertisement will click through to learn more about the topic at hand.

4. Send marketing emails to patients

Although many healthcare practices exclusively focus on attracting new patients, marketing to current patients is also worthwhile. According to RJMetrics, 68 percent of customers won’t make a second purchase.

 

But, if you can get people to make a second purchase, 53 percent of them will make a third. With each successive purchase, the likelihood of them coming back increases.

 

Email marketing is a tried-and-true digital marketing tactic for getting patients to make first, second, and third purchases (and so on). Not only do 97 percent of people with a personal email address check their accounts at least once every day, according to the Direct Marketing Association (DMA), but nearly six in 10 people say they prefer email communications from brands above any other channel.

 

Also, email marketing is proven to influence people’s behavior. According to the DMA, 40 percent of people say they would click on a link in the email if they found the email “interesting.” An additional 27 percent of people said they would be likely to go to the company’s website, just not directly from the email.

 

Display signage and other in-office promotions will always be important for selling health-related products. However, if you want to reach people beyond those coming into your office, you must branch out into digital marketing. 

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5 holiday healthcare marketing mistakes practices must avoid

5 holiday healthcare marketing mistakes practices must avoid | Online Reputation Management for Doctors | Scoop.it

1. Not marketing your practice during the holidays

If you associate the holiday season with a lower patient volume, you may think healthcare marketing is less important this time of year. But choosing not to market your practice is perhaps the biggest healthcare marketing mistake of all.

 

By not marketing your practice, you’re counting yourself out of the decision-making process for those patients who are seeking care. A successful healthcare marketing strategy can also help you mitigate against a slower season for your practice.

 

You’ve also missed the opportunity to incorporate creative campaigns and content topics into your healthcare marketing ideas. Timely and relevant content can make your campaigns more effective because you’re providing your patients with the information they find useful. Campaigns and blog posts that are tied to a specific event like a holiday are also more likely to be shared with others, so the right content can help you reach more people.

 

Plus, even if fewer new patients are coming into your practice this season, the holidays present an opportunity to use healthcare marketing to reach and retain your current patients, to wish them well, and to thank them for being loyal to your practice.

2. Thinking there’s less interest in health toward the end of the year

The holiday season may have its share of parties and late nights, but it would be a mistake to think there’s a lack of interest in health this time of year. On the contrary, during moments where people may be indulging more, there can be a heightened awareness of healthy habits. 

 

New Year’s resolutions, for example, are often tied to health and productivity goals. According to Branded, one out of four people said they would make a resolution in 2019, and 65 percent of people said resolutions are always or sometimes an effective way to break or curb bad habits.

 

Plus, because people are more likely to have hit their deductibles toward the end of the year, they might seek care when they can minimize their individual costs. An analysis by athenahealth shows a rise in patient appointments toward the end of the year among commercially-insured patients.

 

Try a healthcare marketing campaign that targets your commercially-insured patients and reminds them of end-of-the-year care deadlines.

3. Not being inclusive in messaging

When planning your holiday healthcare marketing strategy, it’s important to create messaging and content that is inclusive of everyone. Patients celebrate many holidays toward the end of the year depending on their culture or religion, and you may risk alienating some by only focusing on a single holiday.

 

Being inclusive with your healthcare marketing allows you to reach more people and is especially important to younger patients. According to Accenture, Millennials are more likely to choose one brand over another if that brand demonstrates inclusion and diversity in terms of its promotions and offers. This was cited by almost 70 percent of all Millennials.

4. Not updating your website and web profiles

The holidays often mean changing schedules for both patients and healthcare providers alike. If you have special holiday hours, make sure that communicating them to current and prospective customers is at the top of your healthcare marketing strategy this year. This gives patients the transparency they need to book an appointment.

 

An accurate and prominent web presence is an essential component of your healthcare marketing strategy, and this is even more important during the holidays when you may have less time to field questions.

 

Update your hours wherever they exist online, including your website and web profiles. You may also want to include your holiday hours in an email to your patient list well in advance, so they can make the proper arrangements.

5. Waiting until the last minute

Do not wait until the week before major holidays to start your holiday healthcare marketing. Give your patients ample time to understand any changes to your schedule or promotional offers. This also gives you a chance to share important messages multiple times, so you can ensure more people see them.

 

Plus, if you’re offering holiday-related tips — like how to eat healthy during the holidays, how to best avoid getting sick while traveling, or how to stick to your New Year’s resolution — waiting too long may make your content less relevant to the audience you’re trying to reach. According to Yes Marketing, conversion rates for holiday-themed emails in November 2018 were double those sent in December, so getting an early start can mean better outcomes, especially if you’re selling gift ideas.

 

Healthcare marketing is a year-round effort. There’s always an opportunity to connect with your patients and make your practice stand out from all other care options.

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6 challenges doctors face with social media marketing

6 challenges doctors face with social media marketing | Online Reputation Management for Doctors | Scoop.it

Social media marketing has essentially become unavoidable. More than three-quarters of the U.S. population (79 percent) has at least one social media profile, according to Statista.

 

Furthermore, Statista estimates the number of social media users in the U.S. will rise from roughly 244 million in 2018 to approximately 257 million by 2023.

 

Given these numbers, standing out from the crowd on social media is important, but it isn’t easy.

 

Here’s some advice to help your practice overcome common challenges of healthcare social media.

1. Highlighting patient success stories without revealing PHI

Incorporating patient success stories into your social media marketing is a great way to promote your expertise.

 

However, be careful not to accidentally disclose PHI, as this can lead to a HIPAA violation.

 

Knowledge is the key to avoiding this, so know what constitutes PHI — i.e. using a patient’s name or nickname, their address or geographical location, dates they were treated, numbers that could identify them, and anything else that might compromise their identity.

 

When compiling patient success stories for social media, work with a legal professional to create patient marketing consent forms. Otherwise, only discuss patients in general terms without revealing PHI, and always triple-check content for potential privacy violations before posting.

2. Reaching their target patient base

A Facebook post has an organic reach of just 6.4 percent of a Page’s likes, according to We Are Social. However, the average paid reach is 27.3 percent higher than the average total reach. 

 

Given these numbers, it’s not surprising that 53 percent of companies use social advertising — i.e., purchasing ads on social networks — according to HootSuite. Facebook advertising and sponsored content can extend your social media reach to ensure your practice gets in front of your target patients.

 

Social media advertising campaigns can be created to fit any budget, and they’re effective. Nearly two-thirds of consumers (65 percent) will click through to learn more about social ads that appear on their screen, according to Sprout Social.

3. Determining good content to share

Growing your patient base is the overarching purpose for social media marketing, but coming on too strong will get you unfollowed fast. Generally speaking, approximately 80 percent of your content should be informative or interesting and 20 percent should be promotional.

 

When it comes to the type of content that performs best, no two audiences are the same. Carefully monitor your posts to see what types of content — i.e. pictures, videos, graphics, how-tos — as well as what subjects get the most engagement.

4. Finding time to share and engage

Proper social media management is a key component of an effective strategy. You won’t engage your patient base by posting content sporadically and occasionally responding to comments.

 

In fact, 52 percent of small businesses post on social media at least daily, according to Clutch. Schedule time on your calendar each day for social media marketing activities to make sure they don’t fall by the wayside. 

 

Of course, as a busy doctor, you might not have time to effectively manage your social media properties. In this case, delegate this task to a member of your staff or take on an outside social media partner.

5. Choosing the right social media platforms

Different demographics gravitate toward different social networks — i.e. Facebook, Twitter, Instagram. If you don’t take the time to figure out where your patient base is, your medical social media efforts might be wasted on the wrong crowd.

 

For example, 64 percent of 18-to-29-year-olds are on Instagram, but only 40 percent of 30-to-49-year-olds have an account on the site, according to Sprout Social.

 

Maintaining social media accounts on multiple platforms will allow you to reach different demographics that fall into your target patient group.

6. Getting patients to share their content

The more your social media content is shared, the broader your reach. However, people don’t share just anything, so give them quality and compelling content they’re excited to share with their own networks.

 

Post on topics important to your patient base, take time to proofread for spelling and grammatical errors, and share information from credible sources. You can also hold a social media contest where entry involves sharing a certain post and tagging a friend or two.

 

Patients want to connect with you on social media, but simply having an account isn’t enough to promote your practice. Finding success in healthcare social media requires a significant time investment, but it’s well worth the effort.

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Why a healthcare marketing strategy should include directories

Why a healthcare marketing strategy should include directories | Online Reputation Management for Doctors | Scoop.it

5 reasons it’s important to have healthcare directory profiles

1. Prospective patients use directory profiles to evaluate providers

It’s important to have listings on websites such as WebMD and Vitals because people use them to make healthcare decisions. About 50 percent of patients say information found on third-party websites such as these contribute to their decision when choosing a doctor, dentist, or other healthcare providers, according to PatientPop.

 

Creating profiles on healthcare directories gives you an opportunity to show patients what it’s like to visit your practice. Beyond your name, address, and phone number, include a bio that describes your experience, expertise, and bedside manner. Show off pictures of your waiting room and the exterior of your building, so patients know what to expect.

 

2. Having a profile on healthcare directories expands your web presence

One of the key components of a healthcare marketing strategy is meeting your ideal patients where they are. By creating a profile on healthcare directories, you’re expanding the number of places where patients can find your information.

 

According to PatientPop, three-in-four people have looked online to find out about a doctor, dentist, or medical care. This means the majority of patients are relying on the internet not just to find new providers, but to also research their symptoms or look up treatments.

 

The healthcare website WebMD, for example, had 82,000 total unique visitors in October 2018, according to data from Comscore. By having your information on a site such as this, you also have the opportunity to attract patients as they’re learning about health conditions or treatments.

3. Healthcare profiles help elevate your online reputation

It may sound obvious to say that patients expect to find physicians and other healthcare providers to be listed on healthcare directories.

 

But this simply underscores how important it is to have a presence on these sites. People trust the information on these websites and by having your profile included, you get a positive brand association as part of a collection of reputable doctors.

 

In addition, these websites often contain online reviews, which patients list as the most influential decision-making factor when choosing a new provider, according to PatientPop.

 

In fact, 59 percent of people say online reviews contribute to their decision when choosing a doctor, dentist, or other healthcare providers.

 

Additionally, 32.8 percent of patients say they read patient reviews on WebMD and 21.8 percent said they do so on Healthgrades.

 

By claiming or listing your profiles on these healthcare websites, you can monitor your online reputation, stay on top of patient feedback, and quickly address any negative feedback you receive.

4. Google and other search engines find directories highly reputable

When Google and other search engines return results for a search, they rank the listings based on which are most likely to satisfy a searcher’s request.

 

Key factors that help determine search rankings include whether a site is reputable and authoritative. Because healthcare directories have a lot of web traffic and satisfy searches for symptoms, treatments, hospitals, and providers, search engines consider them reputable.

 

This means that your profile on these websites can sometimes rank higher than your own healthcare website.

 

Thus, this provides an opportunity for you to direct traffic to your website from your healthcare profiles. This also sends signals to Google that your healthcare website is reputable and contains accurate information.

5. Claiming your profiles helps stop misinformation

Even if you’ve never created profiles on any healthcare directory, it’s possible they already exist.

 

If they exist without your input, it’s possible they contain inaccuracies. Knowing that patients rely on these websites to choose their providers, it’s a good healthcare marketing strategy to claim and update them, if necessary.

 

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5 Challenges for Advertising Healthcare on Google

5 Challenges for Advertising Healthcare on Google | Online Reputation Management for Doctors | Scoop.it

With 3.5 billion Google searches made every day, there’s no question that businesses need some sort of presence on the world’s most popular search engine to succeed online.

 

And the most efficient way to ensure you have a presence on the search engines is with paid advertising. Advertising healthcare on Google, however, comes with its own set of challenges.

1. You cannot promote certain services and products

The first challenge for healthcare marketers is that certain products and services cannot be advertised at all. For example, Google does not allow advertisements for CBD oil.

 

In some cases, products and services will only reach a limited audience, rather than an ad getting banned altogether. And you can only advertise certain products and services—including pharmaceuticals and addiction treatment centers—in select countries with a special certification from Google.

2. Can’t use certain phrasing

Aside from the products and services you cannot promote, healthcare marketers also must avoid certain phrasing in Google Ads. These phrasing concerns apply to both the ad copy—what appears in the Google search results—and the landing page copy—where people land when they click on the ad.

 

In some cases, Google rejects or takes down advertisements it deems to be against their policies, all of which are outlined here.

 

For example, a low-testosterone clinic would have to be very careful phrasing their advertisements, as Google may consider an ad or associated landing page to be banned adult content. 

3. Must use certain phrasing

Healthcare advertisers must also include certain types of phrasing in advertisements. You cannot guarantee specific results from a product or from your services. On a landing page, when displaying testimonials or before-and-after pictures, it’s important to use phrasing such as “Results vary and are not guaranteed.”

 

Another thing to include on any landing page is ad copy that actually matches or lines up with the landing page copy. Google’s sophisticated algorithms can quickly detect that an ad for vein services leads to a landing page without any information about veins whatsoever. 

4. No retargeting

Google does not allow healthcare marketers to retarget prospective patients with advertising.

 

This means that, if someone visits your website or clicks on your ad, hospitals and practices cannot use display advertising (ads that appear on other sites) to lure that person back in—all due to potential patient privacy concerns. (However, there are other ways to 

That’s why it’s so important to design a landing page for conversions, so that people who click on your ad have an easy way to fill out a form (or call) and express interest in your services. 

5. Competition

When our agency first got started over a decade ago, digital marketing for healthcare was a fairly niche expertise. Today, we are still leaders in our area—but the competition has gotten tough.

 

When you’re advertising on Google Ads, you’ll have to bid strategically, take advantage of negative keywords (the keywords you DON’T want to rank for), and use advertising best practices to get potential patients to visit your landing page and convert. 

Work with a Google Premier Partner

When you work with a Google Premier Partner for your campaigns, you’re partnering with experts who don’t just employ a “set-it-and-forget-it” mentality with your Google Ads. They’ll constantly optimize to get you ahead of the competition and help your landing pages convert. 

 

Better yet, partner with Healthcare Success to work with a healthcare digital advertising agency that knows the challenges specific to healthcare. Call 800-656-0907 for more information.

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5 Surprising Facebook Tips for Healthcare

5 Surprising Facebook Tips for Healthcare | Online Reputation Management for Doctors | Scoop.it

Sick of posting the same types of updates over and over again to your healthcare organization’s Facebook page? It’s a fun marketing tactic for your team to take on. And yet, many businesses’ Facebook strategies tend to grow stale over time.

 

We’ll be the first to admit that organic Facebook activity is not a primary source of lead generation for healthcare organizations. 

1: Use plenty of video

It’s probably not surprising that you can post video to your feed. But it may be surprising how much of a difference video makes in your social media advertising strategy.

 

According to Hootsuite, 71% of people have increased their amount of time spent watching online video since 2018, and it is the dominant form of media on the internet today. Additionally, Facebook video can increase brand awareness to about 67%—as long as it’s optimized for a mobile device.

 

Use video as often as you can if you want to reach more people, both organically and in Facebook ads. On average, people watch video 5 times longer than they look at text posts or image posts online. 

2: Expand video to your cover photo

You don’t have to limit your videos to your news feed. Make your business profile stand out with a video cover image. People on the fence about following you may be drawn in by movement, whether it’s video of happy patients or shots from around the office.

 

Here’s a tip: you don’t have to have each video professionally made. Your cover photo (and your online ads) could be improved even with a simple animation. Use a site like Animoto (or any of dozens of apps like it) to make video creation a lot simpler. Any amount of movement is proven to be more effective than a static image.

3: Animate your profile picture

You could have movement in both your business profile’s cover photo and profile picture. You’ll simply upload a GIF as a profile photo using a tool like GIPHY to create it from a video clip.

 

We’d recommend against having too much movement on the top of your page—you might consider picking either an animated profile picture or video cover photo. You don’t want to distract from your ultimate message—that people should follow your page or, more importantly, call for an appointment.

4: Pin posts to the top of your page

Got a big announcement to make that you want everyone to see? Chances are high that you’ll keep posting and re-posting about a new practice location, a new service line, or something else that may be of interest to a prospective patient. And that’s a solid strategy.

 

But there’s another easy way to make sure this announcement is the first thing people see when they click on your page. Simply pin your announcement to the top of the page by clicking the ellipses at the top of the page.

 

5: Don’t leave out the little things

One of the most surprising things we see in Facebook business pages for healthcare organizations is how much is missing. 

Many businesses don’t realize how important a call-to-action is. People need to know what action you want them to take after visiting their page.

 

Should they “Call Now” or “Book Online?” Business pages have the option of adding a call-to-action that links to a phone number, website, or booking tool. 

 

Otherwise, just make sure your profile is completely filled out. Include links to your website and YouTube channel. Fill in your “About” information and make sure people know how to find you with your full address and contact information.

 

Optimize your Facebook even further with the help of social media advertising experts. Contact Healthcare Success at (800) 656-0907 for a complete online advertising strategy that includes mobile-optimized video ads that reach your target audience.

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

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

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How to Manage Online Reputation of Your Multi-Location Medical Practice

How to Manage Online Reputation of Your Multi-Location Medical Practice | Online Reputation Management for Doctors | Scoop.it

Keeping a track of the online reputation of your multi-location medical practice isn't easy. But with the right guidance and a proper tool in hand, you can easily monitor and manage online reputation of each of your practice in a way that will ensure accountability, decision making, and optimized revenue opportunities for each of them as separate business units. One of our very long-term and loyal healthcare clients called us concerned about the reputation of his brand. The reason for his worry wasn’t the fear of a bad online reputation.

 

As our client, his online reputation was great. This client was actually expanding from a single location to a multi-location practice, and was confused about how to keep a track of each of his locations’ online reputation. I knew what I had to tell him to assure and convince him on the matter. However, as a marketer, I was curious and wanted to listen to his concerns from the perspective of a client. I listened to his concerns regarding the management of online reputation of a multi-location business. 

 

The key issues we discussed were about:

  1. Fixing accountability of each business unit for its own success and failures
  2. Equipping practice managers to make decisions regarding processes and products specific to each location
  3. Allowing for business or service related optimization to create new revenue opportunities for separate locations.

 

Maintain Location-Based Profiles

This is not just a suggestion, it's a necessity. Most of the online platforms where your patients can leave reviews only allow for one profile per location, except Facebook. Facebook lets brands to have and manage a brand-wide page as well as location-wise pages from a single profile. Location-based profiles help you have a deeper reach in specific geographic locations. Being locally-present on the internet allows your prospective patients to find you easily and quickly when they are conducting a mobile or location-based search.

Manage Brand Visibility Across Locations

Creating location-wise pages is not enough. You'll need to perform some presence management tasks like listing your medical practice on all major business/healthcare listing sites, blogs, or local newspapers operating locally for each of your practice. This will help increase your brand visibility and allow you to rank better in searches locally. A location-wise NAP (name, address, and phone number) listing on different online directories such as Google, Bing, Yahoo, Yelp, HealthGrades, and even Facebook helps a lot in raising your online presence locally. Getting your practice name cited in local articles also boosts your local online presence. Remember, a greater visibility on the internet means a higher online reputation!

Make Sure Review Responses Come from Equipped Practice Managers

As a provider, you'll rarely get enough time to respond to patient reviews. Assign that role to your practice manager but ensure he/she has a good insight about the day-to-day happening, and a good grasp of the policies, procedures, and products associated with each location. By doing so, you'll be in a better position to address issues and provide customer remedy effectively. Also, focus on standardizing the way in which your patients' concerns are addressed. Maintain a singular brand voice and provide the same type and quality of remedy or follow up services across each practice location. It's better to avoid your practices competing with each other in terms of addressing patients' concerns.

Run Pilot Tests in a Single Unit & Duplicate the Positive Experience in Others

Having a single practice manager in charge of the online reputation for your multiple practices also allows you to run programs on pilot test basis on a single unit and duplicate the positive experience on other low performing units. For that, you'll need to have an online reputation management application in place that can present all data (regarding ratings, reviews, sentiment analysis, etc.) at one place. If the program works, you can duplicate the positive patient experience in other lower performing units. It can be achieved through staff training or by fixing mechanical or facility issues like parking problems or high level of noise.

Manage Online Reputation for Your Multi-Location Practice with RepuGen

Medical reputation management is now an evolved marketing concept. Healthcare brands with single or multi-location practice are using it for its many benefits. With ORM, you get separate dashboards for each practice location. Each dashboard come with full accessibility features to monitor and maintain online reputation for each location. It also allows for mobility which means you can install the ORM application in even a smartphone or tablet and work on it even when you are on the go. Watch this short explainer video to understand how RepuGen does all that seamlessly.

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

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

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Online Reviews: 5 Things That Leave a Negative Impact on New Patients

Online Reviews: 5 Things That Leave a Negative Impact on New Patients | Online Reputation Management for Doctors | Scoop.it

Patients are increasingly relying on online doctor reviews for verifying about your practice's reputation.

 

According to a report by Software Advice, almost three-quarters (72 percent) of patients use provider ratings as their first step in finding a new doctor. It confirms that your online reputation is often a first impression for your new patients. This calls for a dedicated work on your online reviews to avoid a negative first impression on your patients regarding your practice.

 

It's not just the quality of reviews (positive or negative) that matters. But there are other related aspects such as their age, volume, and whether you're responding to them or not, that affects how your (or your practice's) online reputation would personify before its audience. The importance of first impressions in healthcare can never be denied. Because reviews reflect the kind of patient experience you're able to provide, you need to be serious about what impressions the online reviews are leaving on your prospective patients.

 

Reviews come first in the search results and stand in the forefront in providing that experience to your prospective patients. In addition to reviews, your organization's online experience is also a key component of patient satisfaction. Always know about the various aspects of online reviews that may hamper your healthcare business by presenting a negative first impression of your practice online. You have to acknowledge them so that you can focus on eliminating them.

 

Here are the 5 online reviews mistakes that leave a negative impact on your patients' first impressions about your healthcare practice and affect their decision.

1. Reviews That Are Too Old

Patients appreciate finding lots of reviews about you. It adds credence to your presence and popularity in the respective locality. However, even the high quantity of reviews can't save your online reputation for long if they're not flowing in frequently. A BrightLocal study cited ‘recency’ as the third most important factor of reviews. It concluded that reviews that are older than 3 months aren't considered relevant by your consumers. This means that your prospective patients are more likely to leave looking for you any further if you don't show up with recent reviews (within 3 months) by your patients.

 

The statistics above also points toward the idea that consumers are relying more on recent reviews. It is becoming a clear trend with the figure rising from 69% in 2015 to 73% in 2016. After all, you cannot expect your prospective patients to judge your quality of service today based on reviews from months or years ago. Instead, it turns out to be very confusing for them to understand why reviews suddenly stopped when there were so many before.

 

2. Too Many Negative Reviews or No Reviews

Zero reviews are as bad as negative reviews. Sometimes, even worse. On one hand, too many negative reviews will suggest a bad reputation for your practice. On the other hand, no reviews will suggest a non-existent reputation with zero credibility on the internet. Time-poor consumers (your prospective patients) who can’t find any reviews about you will instead check out other providers with at least an average review reputation.

 

It's all the same for providers who show up with too many negative reviews. A whole bunch of negative reviews will also make your patients not want to use your service. In fact, according to the same BrightLocal study, 40% of local business consumers (including patients) would refrain from using your service if they find too many negative reviews about you. Poor reviews leave a negative first impatient on patients and damage your reputation in the eyes of search engines. Too many bad reviews lead to lower click through rates (CTRs) in search results that tells search engines to lower your search rankings. Result – less visibility on web.

 

3. Too Many 5 Star Ratings

If there are too many negative reviews, your prospective patients won't bother to scroll any further on your profile page. They'll simply research elsewhere. If there are too many positive (5 stars) reviews, they'll be hesitant and question the credibility of perfect reviews. Most of them won't stick at finding more about you. As a simpler move, they'll leave. Patients won’t spend more time than necessary to research your practice, and will instead, look elsewhere for a more credible and reliable practice.

 

According to a neuromarketing blog, 95% of consumers suspect censorship or fake reviews when there are no bad ones. This is the reason why you don't want to appear too good to be true. This is more so true for healthcare practices. That's because a healthcare business mostly drives on local patients. In most situations, these patients already have a general idea about your practice and its quality of care through news or views. Obviously, all those news and views can’t be perfect. So, when they find only (or mostly) 5 star ratings with too good comments about your service quality on review sites, they cannot digest it.

4. Outdated or Inconsistent Listing

Patients go on looking at multiple reviews websites to get a better picture about you, according to a Zocdoc. Various researches have shown proofs of that too. Landing at inconsistent information regarding your practice across these different platforms will not only confuse them, but also make them angry. Many of our existing healthcare clients were having some or other form of listing inconsistency on different review websites when they came to us.

 

These were simple errors like not being consistent with updated information (changes in email address, phone numbers, location of business, etc.) on all platforms. However, these simple errors were causing severe damage to their online reputation. After we updated and made all information consistent throughout the review platforms, with some time, we started seeing a positive shift in conversion rates. It's necessary to ensure that your business information is consistent across all websites, including the review websites. Focus particularly on NAP (Name, Address, and Phone Number) information because that's where your patients' attention lands.

5. Zero Response on Patient Reviews from Your Side

Unfortunately, negative reviews do happen sometimes. While responding to them tactfully and in a highly professional manner can reduce their bad effects, not acknowledging them with a response will only add to the bad impression. Patients value responses to negative reviews. It gives them an assurance that there is someone on the other side who is listening to their concerns and taking care of it. According to Software Advice, a majority of patients (65%) believe that it's “very” or “moderately” important for doctors to post a response.

 

There are 60 review websites focused on healthcare in the US. It's difficult and expensive to keep up with all these platforms manually. That's why it's recommended that medical practices and doctors invest in a healthcare reputation management solution for the job.

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

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

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