Online Reputation Management for Doctors
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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 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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How Sentiment Analysis Helps Improve the Patient Experience

How Sentiment Analysis Helps Improve the Patient Experience | Online Reputation Management for Doctors | Scoop.it

What Is Patient Sentiment Analysis?

Patient sentiment analysis is a process of analyzing patient feedback about your practice based on the patient’s emotions at the time. The analysis helps to uncover the emotions, opinions, and attitudes of patients based on what they say about your practice.

 

Patient sentiment analysis can help healthcare providers gain a competitive edge over the competition and improve their services based on the feedback provided.

 

You can use a software application like RepuGen to analyze comments or texts by patients about their experience in your facility.

 

The software analyzes patients’ comments about your facility on Twitter, Facebook, and other platforms to extract the true picture of patient experience in your center.

Importance of Patient Sentiment Analysis for Healthcare Organizations

Patient sentiment analysis enables healthcare providers to understand what patients feel about them, identify gaps in their patient experience, and implement timely corrective measures.

The benefits of patient sentiment analysis include:

i) Gathering in-depth insight on the patient experience

Sentiment analysis can help healthcare providers identify the areas where they excel or fail in patient satisfaction.

 

Management can analyze the data collected to find out the most common complaints or compliments, segment the information based on doctors or departments, and other parameters to identify opportunities for patient care improvement.

ii) Quantifying departmental and employee performance

Patient sentiment analysis can quantify the emotions and feelings of your patients to paint a clear picture of your facility’s performance.

 

The analysis can classify patient comments into specific categories such as processes, places, and people, and then assign them various scores to uncover what patients feel about various aspects of your facility.

 

For example, the Word Cloud Analysis feature of RepuGen checks the frequency of words used by patients and picks up the most used words from the comments left by patients.

 

Here are some examples of comments patients may leave about their experience:

  • We waited for hours. (Negative)
  • Excellent service but still need to improve on waiting hours. (Neutral)
  • Helpful and caring staff. I was seen in less than half an hour! (Positive)

The comments can be collated based on their intensity and to determine the areas where a healthcare practice is performing excellently, has room for improvement, or is failing.

Benefits of Sentiment Analysis for Healthcare Businesses

Sentiment analysis provides insight into the performance of a healthcare facility. The collated analysis of comments can provide a clear indication of what patients need from your practice, how your employees are rated, and other concerns that may not be obvious to the management.

How RepuGen Uses Machine Learning for Sentiment Analysis

RepuGen can help you understand what patients are thinking and feeling when they leave your practice.

 

The software gathers patient feedback across multiple locations and providers and uses machine learning to analyze and extrapolate the data into intuitive reports and charts for each location and provider.

 

From the reports generated, you can see trends for sentiments and their intensity. This will give you a clear picture of the areas where you need to improve patient care or service delivery.

Using Sentiment Analysis to Improve Healthcare

Physicians, health care facilities, and health centers can use sentiment analysis to improve clinical quality.

 

The data gathered by a sentiment analysis software can help to understand what aspects patients need to have a positive experience at healthcare facilities.

 

Sentiment analysis allows everyone in the health sector with an opportunity to understand the ideal patient experience that creates better health care and increases revenues.

Technical Dr. Inc.s insight:
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Tips for Truly Great Healthcare Content Marketing

Tips for Truly Great Healthcare Content Marketing | Online Reputation Management for Doctors | Scoop.it

We are not trying to be self-congratulatory when we say: “we know a thing or two” about healthcare content marketing.

 

We have a little history. From nearly the first day of business at Healthcare Success (in 2006), we have been producing educational healthcare content materials for our readers. And that was long before someone coined the term “content marketing.”

It’s important to remember that this is a hard-working but long-term marketing strategy.

 

And, that’s all right…it has been working quite well for us. Over the years, we have used emails, online article library (subsequently known as a blog), e-Newsletters, audio/podcasts, conference calls and more.

 

Taking things another step, we created a premium CD series that was distributed through Medical Economics.

 

Healthcare Success also partnered with Dental Economics, creating an authoritative and educational marketing column.

In short, content marketing is not something new…it’s just been given a new name. We’ve been practicing what we preach in creating interesting, useful, informative and educational content for healthcare marketing audiences.

 

By design, content marketing does not explicitly promote a brand, product or service. Broadly speaking, readers are looking for topical, timely information, or they want to learn about a product or service. The core concept is that content engages and stimulates interest…you are educating rather than “hard selling.”

 

This approach delivers value and practical information at a time when the audience wants to learn. By design, it provides a lot of free material, while positioning you as an expert or trusted authority. Ultimately, a certain percentage of the audience will seek you out, and, because they want more, they will pay for services.

Benefits of Great Content Marketing

Creating and publishing quality content for healthcare audiences has many paybacks and benefits.

 

Here are some of the reasons that producing well-researched and well-written content is a worthwhile investment:

  • Provides informative and useful information for readers. The healthcare readership is likely to be individuals hungry for authoritative details about a health or procedure-related subject matter or topic. The readers may be prospective patients, or perhaps a friend or family member.

  • Extends Search Engine Optimization (SEO). It’s a less obvious, but highly valuable benefit when content contributes to visibility and search results ranking. Of course, Google is an industry-dominant player, but all search engines love to find credible, fresh content. It’s an SEO-plus to publish new and expert information regularly that uses relevant keywords in text, title, subheads and elsewhere throughout your content.

  • Amplifies brand awareness and credibility. Compelling and well-written content (along with a strong PageRank position) allows your brand to be seen and sought-after. This is a platform to regularly showcase your expertise.

  • Inspires brand trust and loyalty. Having earned a leadership position in the reader’s mind, they are likely to look to you as a trusted source and return in the future. Trust-building and customer experience are important connecting points.

  • Grows your social media following. Digital content and topics are often designed to be used in several forms or formats. Blog/article content, for example, is typically cross-promoted through social platforms.

  • Stimulates inbound leads and prospects. Deliberately, there’s no “hard sell” here, but the reading audience is often drawn to website product pages or landing pages. Direct inquiries and self-qualified sales leads and opportunities typically follow.

  • Content creation is cost-effective and efficient. Estimates have it that creating content costs about 60 percent less than traditional marketing options. Over time, content marketing typically generates a strong response and lead generation.

  • Expands the audience through information sharing. As a trusted resource, truly good online information will be shared among readers…with some material more likely than others. The content to be shared will likely be entertaining, timely and provocative. These may include items that are amusing and highly relevant.

Technical Dr. Inc.s insight:
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inquiry@technicaldr.com or 877-910-0004
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How patient reviews influence a practice search engine ranking

How patient reviews influence a practice search engine ranking | Online Reputation Management for Doctors | Scoop.it

What patients look for in reviews

It’s important to know that review quantity, velocity, and diversity are important to search engines. It’s also important to know what makes reviews meaningful to patients.

 

The BrightLocal Local Consumer Review Survey 2019 took a deep look at what people really want from reviews. Here’s what the findings revealed.

1. Patient review recency

More than half of people (58 percent) are concerned with the recency of patient reviews. Specifically, 48 percent of people need a review to be written within the past two weeks for it to impact their decision. 

Perhaps even more telling is that 84 percent of people consider reviews older than three months irrelevant. Therefore, it’s important to continuously request patient feedback from your current patients.

2. Overall star rating

Not surprisingly, 57 percent of people focus on the star rating of a business. In fact, only 53 percent of people would even consider using a business with less than four stars.

3. Quantity of reviews

When it comes to the number of reviews a business has, quantity matters to half of people. On average, people read 10 reviews before feeling like they can trust a business.

4. Legitimacy

Nearly half of people (49 percent) keep a watchful eye for fake reviews. Nearly the same proportion of consumers (46 percent) believe they’ve read multiple fake reviews in the past year.

Reputation management for doctors is all about building trust with patients. Therefore, it’s important to never take a less-than-genuine approach to acquire reviews from patients of your practice.

5. Sentiment

Some practices believe anything less than a five-star review from their patients will severely damage their online reputation management efforts. But this isn’t necessarily true. 

 

According to BrightLocal, the notion of what makes a review positive is subjective, and some people may be swayed by the sentiment of the review to decide whether they think it’s positive.

 

For example, a four-star review that praises the courteousness of the staff and attentiveness of a doctor but criticizes a practice’s lack of parking won’t necessarily turn prospective patients off.

6. Practice response

People notice when you engage with patients who write reviews of your practice. Specifically, more than one-third (39 percent) of people look for a business to respond to reviews.

 

Looking a bit closer, 46 percent always read local businesses’ responses to reviews, highlighting the importance of taking this step.

7. Length and detail

For 37 percent of consumers, all reviews do not carry equal weight. These people want more substance, so they zero in on the length of the review and the level of detail included.

8. Photos

People want to be able to envision themselves at your practice. Therefore, it’s not surprising that 32 percent of people pay attention to whether photos were included with a review. 

 

Ensure your practice looks best online by always keeping the outside and inside of the building tidy and organized.

Technical Dr. Inc.s insight:
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Why Healthcare Needs the Internet of Things

Why Healthcare Needs the Internet of Things | Online Reputation Management for Doctors | Scoop.it

What is The Internet of Things?

The Internet of Things refers to smart devices that can collect and transmit data to a remote server, perform functions without any human intervention or automate tasks using voice commands. IoT devices are used everywhere, from smart homes and cars to games and business applications.

 

More healthcare organizations are beginning to adopt IoT technology into their day-to-day operations to improve the efficiency of the services they provide. However, healthcare’s initial investment in IoT is a small drop in a large pond.

Why is IoT Important in Healthcare?

Healthcare can be improved by steeping itself in technology. Currently, IoT is used for things like smart sensors, remote monitoring of patients, activity trackers, biometric sensors, medication dispensers, intelligent beds, glucose monitors, and medical device integration. A large percentage (64%) of the equipment used in healthcare that is connected to the internet and cloud services are patient monitoring devices.

Medical wearables can monitor things like blood pressure, oxygen levels, blood sugar levels, heartbeat, weight, and ECGs. Tech gurus are advancing the capabilities of these devices all the time.

Safety of Family Doctors

The more that healthcare plunges into technology, the less place there is to hide. The internet is a very transparent venue with everything out in the open. Part of improving the quality of care is being able to rely on the standards of the right healthcare providers. Some of the ways that patients can use technology right now to ensure they get the best care are:

●      Check public records to look for any red flags such as malpractice lawsuits, DUIs, arrests, or any other indicators that perhaps it’s time to look elsewhere.

●      Check doctor review online. There are dedicated websites where patients can review surgeons, family physicians, and other types of specialty medical personnel.

●      Perform a Google search before starting to use a particular doctor and see what comes up.

Revolutionizing the Treatment and Diagnosis of Disease

There is hardly anything more important than good health. Should the healthcare industry fully commit to this technology, the benefits are unlimited. Patients and doctors would be connected in ways that we cannot currently conceive.

 

One example might be shared calendars to coordinate visits and check-ups. Automatic alerts when something with the patient’s health changes. The patient’s chart would be saved in the cloud and linked to their wearable device, thus allowing the doctor immediate access to files and a much faster response time to diagnose and respond to illness. This level of connectivity would revolutionize the doctor’s ability to dispense treatment options.

 

It’s not that hard to imagine that monitoring devices could become smarter. Instead of just alerting the doctor, it would take action such as dispensing critical medicine or raising or lowering body temperature to save the patient’s life before the doctor even gets there. In 2017, the FDA approved the first digital pill that patients swallow. It then feeds data back to a wearable device on the user’s wrist.

 

The digital pill’s intended use is to monitor dosage amounts for prescription medicine. However, the possibilities for this are endless.

Benefits of IoT

Some of the vast benefits of IoT integration into healthcare are as follows:

Information is power. The data collected by millions of connected devices could potentially allow AI simulations to come up with solutions in a fraction of the time it takes now to develop vaccinations, cure illness, and solve other healthcare challenges. There are many long-term benefits, including disease management and potential cures, through data collection and analysis.

Chronic illness monitoring. Patients who require regular ongoing monitoring and care would benefit significantly from this type of connectivity. Diabetes patients can wear glucose monitoring wearables so their doctor can see their levels at any time of night or day. Additionally, heart patients could use smart pacemakers that send alerts if their heartbeat shows signs of arrhythmia or other abnormalities. IoT could save a lot of lives.

Improving patient care and doctor response time.  Wearable monitoring devices allow real-time evaluation and much shorter response times. These same devices can help in preventative care if say a patient’s cholesterol or glucose levels start to rise; the doctor can contact them immediately to provide guidance for change.

Telehealth and telemedicine. In rural areas, telemedicine and telehealth are widely used because medical facilities are far away. Video chat and connections through other IoT devices promote better relationships between patients and medical staff while increasing patient satisfaction.

IoT monitoring. Hospitals that use IoT to monitor equipment save in replacement costs and downtime. Monitoring systems alert admins when something requires maintenance, saving money, and potential liability if something were to go wrong.

Patient records.  Consolidating patient records into one file stored in the cloud would revolutionize access by any number of specialists who needed to review the patient’s chart. It would also help to eliminate errors, omissions, misdiagnosis, and help to avoid allergic reactions to medications. On the patient side of things, they would fill out one form, and that single record would follow them everywhere throughout their entire medical history—no need for more forms or unnecessary paperwork.

Staff monitoring and compliance.  Hospitals and medical offices are busy places, and managers don’t always have the time to watch everyone closely. Automating these tasks using technology can save millions in lawsuits and compliance issues.

Technical Dr. Inc.s insight:
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Best Marketing and Promotion Tips for Telemedicine Professionals 

Best Marketing and Promotion Tips for Telemedicine Professionals  | Online Reputation Management for Doctors | Scoop.it

Technology has disrupted every atom of our society, and medicine is no exception. Through the practice of telemedicine, experts can now expand their user base and grow their business, while patients can get quicker access to healthcare than ever before.

 

However, the applications of telemedicine in practice have not been well-marketed enough, resulting in the public being under-informed. That’s why the burden of proof, explaining the concept and actually selling the service comes down to telemedicine professionals themselves.

 

The point of this article is to offer medical professionals ideas to market themselves better and inform their patients about this alternative way of examining them from a distance.

 

1.    Promote yourself on the right websites

In the practice of medicine, patients value credibility and authority above all else. That’s why it’s important to associate your business with a high-authority website that will show potential patients that you’re an expert in your field.

Target websites such as Healthline, WebMD, and others which will help you attract the right audience. Avoid websites that have negative reviews among patients, because your business reputation can be hurt by association.

 

2.    Know your specific target audience

Depending on your area of expertise, you should make sure that if you use online ads for your services they always reach the right people.

 

The plus side of this is that targeting tools that are part of marketing campaigns and platforms will almost always allow you to pinpoint the exact gender and age group that you want.

So, don’t waste your marketing resources by promoting your telemedicine practice to people who don’t need it.


3.    Approach your patients with offers and discounts

Offers and discounts on medical services are never overlooked by people. Especially when someone is looking for advice online for an issue they’re dealing with, the right offer at the right time could help them find their way to you.

 

4.    Set certain marketing goals

Achieving marketing success without a plan is just luck. In most cases, you won’t get very far if you don’t set clear, objective goals.

Specify how you wish to increase the number of your patients as well as your numerical goals for each week, month and year.

 

5.    Start a blog

Blogging and using the right SEO tactics will help you look more professional and help people put their trust in your services and words.

 

This approach is especially beneficial in telemedicine because users frequently search for their symptoms or illnesses online. If you manage to rank first on Google on a medicine-related keyword, you can expect hundreds of patients coming your way.

 

6.    Use social media platforms

Social media platforms can help you better market your business and allow you to attract the right audience without you having to put extra effort or money in advertising your telemedicine services.

Technical Dr. Inc.s insight:
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inquiry@technicaldr.com or 877-910-0004
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The Problem with Self-Serving Social Media in Healthcare

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

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

 

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

 

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

How lots of healthcare organizations use social media

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

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

 

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

 

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

 

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

 

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

So what belongs on social media?

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

 

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

 

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

 

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

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

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

Are followers really important to your social strategy?

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

 

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

 

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

 

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

How to attract patients from Facebook and Instagram

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

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

 

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

 

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

 

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

Technical Dr. Inc.s insight:
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How to Communicate Effectively During a Crisis

How to Communicate Effectively During a Crisis | Online Reputation Management for Doctors | Scoop.it

During a crisis like a health scare or natural disaster, it’s often the job of marketers to communicate to patients, staff, vendors, partners, and the community at large. 

 

Like anything, it’s a lot harder to do your job without any sort of plan or guidelines in place, but you aren’t alone. In fact, according to a recent survey from Deloitte, the multinational professional services network, only 49% of board members say their companies have playbooks for likely crisis scenarios. 

 

Read on for some top-level strategic crisis communication tips and actionable tactics to consider when steering your medical practice messaging through a less than ideal situation.

Things to Remember 

A good crisis communication plan cannot be copied and pasted. There are factors specific to your medical practice, and the emergency you’re dealing with that are required to be factored into your plan. That said, your plan should include:

  • Steps to take when the crisis first emerges 
  • How and when to communicate with internal and external audiences 
  • Strategies to prevent the incident or improve response if unavoidable 

So, when it comes to planning for an emergency like a natural disaster or mass shooting (something a lot of us may have more experience in than we would ever want), here’s what to consider doing to create and implement your crisis communication plan. 

Be Honest & Intentional with Your Communication 

If there was ever a time to remove all the fluff from your marketing communication, it’s now. Be honest and get to the point – fast. Whether it’s with employees or patients, define your message, update it as needed, but do not lie about what’s going on. 

 

According to CEO Magazine, honesty is considered to be the single most important leadership value, and if you aren’t truthful in your communications here, it will come back to haunt you. 

 

How can you be intentional about what you want to say and how you want to say it? Practice. 

 

Create a list of possible scenarios and write out how you would respond to each of them. What are the messages you would use? How would you communicate your key points to stakeholders? Media? Staff? Patients? You’ll need an answer for each. 

 

It may also be helpful to involve other key leadership here as you draft these scenarios, and you may even want to incorporate protocols or drills into your workflow throughout the year. 

Define Roles and Expectations

Once you have some of your key messages outlined, it’s time to create an organizational chart. In other words, determine what and who is expected to step up when a crisis does hit. And, when that person isn’t available, who is next in line?  

 

First, establish a point of contact for your crisis management team (CMT) and use whatever internal communication methods you have to get the message out to your staff that John Smith is the point of contact, and these are the talking points if asked. 

 

WorldAware.com says a CMT lead is responsible for developing, implementing, administering, evaluating, and maintaining the entire program.

 

Reach your team by email, a bulletin board in a break room, intranet, word of mouth, memos, smoke signals – whatever you can do internally to let people in your organization know what they should be saying and what they should expect in terms of their jobs and disruptions to their day-to-day lives.

 

You may also want your CMT to be in charge of the external communication as well because depending on what sort of disaster or crisis you’re dealing with, there are potential media, vendors, partners, and patients are all going to be affected.

 

If you’re a larger practice, you may want to consider putting together a full committee or emergency response team instead of just one lead or a few top managers. In this scenario, each of the large departments at your practice has a representative so they can communicate to their teams and so forth.

 

Then, depending on the level of the emergency you’re dealing with, you can activate the team and do a weekly, daily or hourly meeting depending on severity, even if it’s just 5-minutes on the phone to ensure everyone is on the same page.  

 

Who should be part of the team? Consider involving a few select physician partners, branch location managers, administrators, and managers and, if you’re not the marketing person, make sure someone from the marketing team is involved because they may be the ones communicating the information to patients, partners, and media. 

Technical Dr. Inc.s insight:
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5 reasons your dental practice isn't attracting new patients

5 reasons your dental practice isn't attracting new patients | Online Reputation Management for Doctors | Scoop.it

1. Your dental website is not appearing highly in search

When conducting a Google search, 75 percent of people don’t look past the first page of results, according to Moz. If your dental website isn’t ranking highly in search results, new patients probably aren’t finding it.

 

In fact, 61 percent of marketers cite boosting search engine optimization (SEO) and improving organic presence as their top inbound marketing priority, according to HubSpot. Therefore, the importance of having a robust dental marketing SEO strategy in place cannot be emphasized enough.

2. You have not expanded your dental practice’s web presence

Having a beautiful dental website is important, but you need more than that to attract new patients. Get in front of people by claiming online directory dentist profiles and engaging them on social media.

In 2018, approximately 243.6 million Americans used social media — roughly three-quarters of the U.S. population — according to Statista. Social media for dentists is an important dental marketing strategy because you can get more dental patients by connecting with them on platforms they’re already using.

 

Claiming online directory profiles is also key because patients use these sites to research your dental practice. In fact, 48.8 percent of patients check Google for patient reviews, followed by WebMD (32.8 percent), Yelp (22.8 percent), Healthgrades (21.8 percent), and Facebook (16.8 percent), according to PatientPop.

3. Your dental practice has few patient reviews

Most people (74.6 percent) have looked online to find out about a doctor, a dentist, or medical care, according to PatientPop. In fact, more than three-quarters (69.9 percent) consider a positive online reputation to be very or extremely important.

 

If your dental practice doesn’t have many — or any! — recent patient reviews, this is likely steering people away. Since reviews have become so prominent, people don’t want to schedule an appointment with a dentist they know nothing about.

 

Sending patient satisfaction surveys after each visit is a dental marketing strategy that can help you gain valuable feedback and generate more reviews. Inviting satisfied patients to share their experience on your dental website will give new patients the information needed to feel comfortable making an appointment.

4. You haven’t enabled online scheduling

Picking up the phone to schedule a dental appointment is inconvenient for many modern patients. Finding the time to call a dentist during business hours and waiting on hold can be difficult to fit into a busy schedule. 

 

Consequently, it’s not surprising that 68 percent of patients say they’re more likely to choose a provider who offers online scheduling, according to Accenture. Therefore, if you want to attract more dental patients, consider enabling online scheduling.

5. Patients have to wait too long to be seen by a dentist

When new patients have a toothache or are greatly overdue for a cleaning, they want to be seen by a dentist as soon as possible. However, on average, patients wait 6.8 days before their first appointment with a dentist across all specialties, according to Statista. Eliminate long wait times by saving a few appointment spots for new patients who want to book appointments in the near future.

 

While making this adjustment, take an honest look at your appointment times, as a lack of convenience could also be keeping new patients away.

 

In fact, 56 percent of patients seeking traditional healthcare services cite convenient appointment times as an important factor when choosing a provider, according to Accenture. Making a few small adjustments to your schedule — i.e. opening or closing your office an hour later — can have a noticeable difference.

 

Your dental practice offers outstanding care, so it’s time to stop new patients from missing out. Increasing your dental marketing efforts and making scheduling more convenient are relatively simple changes that offer big results.

 

If you’re willing to invest the time and resources needed for a dental marketing strategy that will put your practice out there, you’ll gain the competitive advantage needed to fill your waiting room with new patients.

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Marketing a medical practice: Humanize your business online

Marketing a medical practice: Humanize your business online | Online Reputation Management for Doctors | Scoop.it

6 ways to humanize your medical practice

1. Share photos and videos on online listings

Patients want to visualize themselves receiving care at your practice. Make this easy by adding photos and videos to all your online listings — i.e. your healthcare website, social media pages, and online directories.

 

When done correctly, online marketing for doctors introduces your practice to patients and shows them what you’re all about. Clearly effective, 94 percent of marketers say video has helped increase user understanding of their product or service, according to Wyzowl. 

2. Include biographies on your healthcare website

When patients receive care at your practice, they put their health in your hands. People are not willing to give this responsibility to just anyone, so they want to be as informed as possible.

Writing thorough biographies of all providers and staff members makes it easy to introduce your team to prospective patients. In addition to pertinent education and professional experience, each biography should contain a few personal details to connect with patients on a deeper level.

3. Publish blog posts under staff names

No doubt, your physician online marketing strategy includes blogging. This is important, as marketers who make blogging a priority are 13 times more likely to see a positive return on investment (ROI), according to HubSpot.

 

Make blog posts even more personal by publishing them under the names of your staffers. This makes patients feel like they’re reading advice from a friend because they can put a face to the name.

4. Converse with patients on social media

Nearly half of consumers (45 percent) have reached out to a brand on social media when they have a question or issue, according to Sprout Social. Even more telling, 88 percent of marketers believe customer service on social media is important to their brands.

 

Effectively marketing a medical practice on social media goes beyond simply posting content. Give your practice a voice by using your social media presence to communicate with patients.

 

Responding to comments and mentions will make patients feel valued while highlighting your practice personality. Plus, establishing a rapport with patients will enhance your relationship and increase loyalty.

5. Share patient success stories

Posting patient success stories on your website and social media pages offers several benefits. In addition to hearing satisfied patients sing your praises, it also gives you a chance to talk candidly with prospective patients.

If you appear alongside patients in these videos, you’ll be able to discuss key details specific to the person’s unique situation. This might include the reason you suggested the treatment performed, your relevant expertise, and your focus on patient wellbeing.

6. Create video FAQs

No doubt, patients ask you many of the same questions every day. Use this as an opportunity to connect with them by creating short FAQ videos.

 

Most people (96 percent) say they’ve watched an explainer video to learn more about a product or service, according to Wyzowl. Therefore, this will likely be a popular feature on your website. 

 

Brief one-to-two minute FAQ videos will highlight your knowledge while making patients feel like you’re speaking directly to them. This can be more effective than a text-only FAQ section because it adds the personality needed to form a connection.

 

Marketing a medical practice is all about building trust with patients and making them feel comfortable. Healthcare can put people in a vulnerable place, so they want a provider who they can relate to.

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How to increase patient awareness of your healthcare practice

How to increase patient awareness of your healthcare practice | Online Reputation Management for Doctors | Scoop.it

3 healthcare marketing tips to increase patient awareness

1. Create a memorable healthcare practice brand

Establishing a brand that resonates with patients is a process that involves many components. These individual pieces work together to create a trustworthy brand that people feel comfortable with.

 

This includes designing a logo that represents your practice and speaks to patients. It should be as synonymous with your practice as its name, so take the time to do it right.

 

You should also create a tagline that tells your practice story. For example, a chiropractor could use the tagline “We’ll get you back to doing what you love.”

 

Also important is ensuring you’re telling the same story across platforms — i.e. your healthcare website, blog, and social media pages — as this creates trust. Make sure your “About Us” pages share the same history and that your voice is consistent on all properties.

 

Incorporating all of these steps into your healthcare marketing plan will define your brand identity. This will draw new patients to your practice and give existing ones a sense of belonging.

2. Climb to the top of local search results

Having a beautiful healthcare website is nice, but it won’t achieve much if patients can’t find it. Therefore, it’s important to create a high-performance website that loads quickly.

 

It takes an average of 15 seconds to fully load a mobile landing page, according to Google. Unfortunately, 53 percent of mobile visitors leave a page that takes longer than three seconds to load.

 

Page speed is a Google ranking factor for both mobile and desktop users, so it’s important to ensure your healthcare website loads fast.

 

If it doesn’t, expect both your rank to fall and visitors to become frustrated and move on to the next.

 

Patient reviews can also help boost your local search engine ranking. Ideally, satisfied patients would take the initiative to write these on their own, but many people need a little push.

 

Two-thirds of consumers (67 percent) have been asked to write a review for a local business, according to BrightLocal. Of those asked, 51 percent complied.

 

Boost your online reputation by sending patient satisfaction surveys after each visit. Promptly address any issues, and invite satisfied patients to write a review.

3. Target prospective patients with online advertising

As with any business, a well-placed healthcare advertisement can increase awareness for your practice and bring new patients in. Online advertising in the form of paid search and social media ads can help put your practice on the map.

 

Paid search allows you to advertise your practice on search engine results pages — typically at the top and bottom of the page. Ads work on a pay-per-click (PPC) model, meaning you don’t pay until a user clicks on your ad.

 

When properly executed, this online advertising strategy can be very effective. In fact, 75 percent of people say paid search ads make it easier to find the information they were searching for online, according to Clutch.

 

Social media advertising is also an important healthcare marketing approach. Approximately seven-in-10 Americans use social media, according to the Pew Research Center, making sponsored content on these platforms a great way to get in front of your target demographic.

 

More specifically, Facebook ads have a potential reach of 1.9 million users, according to the Global Digital Statshot report from We Are Social and Hootsuite. Also impressive, Instagram ads have a potential reach of 849 million people.

 

Clearly, the potential to promote your practice through digital advertising is nearly limitless, so it’s important to invest in a thoughtful strategy.

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5 proven tactics for long-term healthcare SEO success

5 proven tactics for long-term healthcare SEO success | Online Reputation Management for Doctors | Scoop.it

How to boost your healthcare website’s local search engine ranking

1. Use localized keywords

Incorporating the right keywords throughout your website content is one of the most important elements of healthcare SEO. Start by conducting keyword research to see what your prospective patients search for when looking for a practice like yours.

 

For example, a podiatry practice in Glendale, AZ, might use keyword phrases like [podiatrist glendale], [ankle sprain glendale], and [ingrown toenail glendale]. Just be mindful when choosing keywords, as keyword stuffing — i.e. aimlessly filling a page with keywords in an effort to boost your ranking — can negatively affect your rank.

 

A study conducted by Ahrefs revealed that sites commonly rank for two to three keywords with more than 1,000 searches per month.

 

However, they rarely rank for more than one keyword with more than 10,000 searches per month. Keep this in mind when deciding which keywords — and how many — to weave into copy.

2. Create individual service pages

Your practice offers a variety of services to patients. Make sure each gets the attention it deserves by dedicating a page on your healthcare website to it.

 

This is a crucial element of SEO for doctors because it will allow each page to rank for the specific service noted. It also makes it easier for search engines to crawl your site because it creates a more organized site map.

 

The same rule applies to practices with multiple locations. If your practice has more than one office, boost local search results by creating a separate page for each location.

3. Publish blog posts

Not only does blogging engage your patient base, it’s also an important SEO for medical technique. Crafting informative blog posts on a regular basis takes time, but it’s worth the effort.

 

According to HubSpot, blogging boosts your SEO rank by positioning your site as relevant to patient questions.

 

The company recommends creating evergreen content and repurposing or updating it as needed to keep the information current.

4. Practice backlinking

If you’re not familiar with backlinking, it’s the process of obtaining links from other websites back to your healthcare website. This is important for healthcare SEO because search engines use links to help determine your page rank.

 

In addition to scanning page content, search engines look at the number and quality of links pointing to the page from external websites.

 

Typically, the more high-quality websites that link to your page, the better your chances of scoring a competitive ranking.

5. Optimize page speeds

Site speed has been a Google ranking factor since 2010. It’s not as significant as some other factors — like page relevance — but it’s important to pay attention to all elements that play into your SEO ranking.

 

Google recommends having a time-to-first-byte — i.e. the amount of time the page takes to start loading — of less than 1.3 seconds.

 

A slow page speed also means search engines can crawl fewer pages with their crawl budget, according to Moz.

 

Page speed is also a user experience issue. The average mobile landing page takes approximately 15 seconds to load, according to Google.

 

This isn’t good, considering 53 percent of mobile visitors leave a page with a load speed greater than three seconds.

 

Healthcare SEO isn’t a one-time effort. Long-term success requires an ongoing time commitment — one you can’t afford to ignore. Your website visibility depends on its search engine ranking, so give it the attention it deserves.

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How to create successful Facebook ads for doctors

How to create successful Facebook ads for doctors | Online Reputation Management for Doctors | Scoop.it

5 tips to follow when medical advertising on Facebook

1. Define your goals

Before investing your healthcare advertising dollars on Facebook, you need to decide what your goals for your doctor ads are. Facebook offers multiple formats for your doctor advertisement, and your goals can help you choose the correct one.

For a medical practice, common goals may be to:

  • Drive traffic to your healthcare website. To drive traffic to your healthcare website, you can set up a click campaign that encourages your target audience to visit any page on your site. You might generally describe your practice and link to your homepage, or you might direct people to other sections of your website.
  • Increase appointment bookings. If your website is equipped with online scheduling, you can create an ad that links to your scheduling page. You can retarget people who have visited your website or encourage people to take care of routine visits. For example, a dermatologist may want to place healthcare ads that remind people to get an annual skin exam and direct people to a webpage where they can schedule an appointment.
  • Become a trusted thought leader. Many people will choose to follow a medical professional to learn more about a procedure they are considering or to learn how to live a healthier life. To become a trusted source, you should be sharing helpful information on your social media channels. Boosting your organic posts on Facebook can ensure the helpful tips you’re sharing organically get in front of more patients.
  • Grow your Facebook page audience. If you’re looking to have a larger audience on Facebook, you can create a “Like” campaign, which encourages people to like your Facebook page.

It’s important to note that you may have to create a business manager account to run certain types of ads on Facebook.

 

2. Build the appropriate audience

Unlike paid search advertising where users are delivered healthcare ads based on information they’re seeking, Facebook ads interrupt a user’s news feed. When creating an audience for your healthcare ads, your aim is to group together people who are likely interested in what you do.

 

If you haven’t already, it’s especially helpful to define your ideal patient. If you’re a primary care physician, you may treat a wide range of patients ages 18 to 55, but an 18-year-old likely wouldn’t respond to the same ad that a 55-year-old would. Building Facebook audiences that align with your ideal patients can help you tailor your ad copy so they’re most effective. On Facebook, you can also build audiences based on geographic location and even likes and interests.

 

You can also add a pixel to your website in order to retarget your web visitors with your Facebook ads. The Facebook pixel is a small piece of code that you, your website engineer, or a Facebook Marketing Partner can paste into your website code. Presumably, someone who was browsing your website was interested in learning more about you and was looking for a doctor. By retargeting them with your ads on Facebook, you can stay top of mind.

 

If you have a list of patient emails, you can also create a lookalike audience on Facebook. A good audience size is between 20,000 and 100,000 people: This ensures your ads aren’t being served to the same people over and over and that you’re not casting too wide a net.

 

When creating a lookalike audience, Facebook segments a group of users who have similar attributes to your current patients, which you can further filter by location and other categories. Do not target your current patients directly, as Facebook requires explicit consent, and your patient list is likely too small.

 

When boosting your organic content to a larger audience, you can also target users who like your page. According to a report by We Are Social, an organic post reaches only 6.4 percent of page likes on average. This can help get your content in front of people who have already expressed an interest in hearing more from you.

3. Create engaging and compliant ads

Facebook users are constantly served with ads. The key to creating successful doctor ads means creating ads that are engaging, relatable, and relevant. Your medical ads should seem like a normal post in terms of copy and visual assets but stand out in terms of the content. According to Sprout Social, people are most interested in advertisements that entertain, educate, or offer discounts.

 

As an expert in your specialty, you have the distinct opportunity to educate users on their health. In fact, 33 percent of people are more likely to engage with social ads that teach them something, according to Sprout Social.

 

If you offer retail products or out-of-pocket services, you may also try to engage users with a promotion: In the same survey, 37 percent of users said they were more likely to engage with social ads that offered a discount.

 

Before creating an ad, it’s important to familiarize yourself with Facebook’s advertising policies, specifically the prohibited and the restricted content sections. Perhaps of special interest to doctors, Facebook forbids advertising anything related to sex or sexual health.

 

If you’re a plastic surgeon, photos of cosmetic procedures involving the breast, for example, may be flagged for nudity.

 

Ads with excessive amounts of text or featuring a photo of a single body part might not get approved by Facebook. Ads for weight loss products and services and cosmetic procedures must be targeted to people at least 18 years or older.

4. Keep mobile in mind

According to Statista, 96 percent of active Facebook users access the network via a tablet or smartphone. Facebook is accessible via both desktop and mobile devices, so your ads will automatically be formatted for the mobile screen.

 

However, there are considerations you can make to better serve mobile users. People using their phones are likely on the move, so if you’re using video for ads, you should keep them to about 15 seconds. 

 

For the same reason, you should keep your ad copy relatively short and to-the-point. People scrolling on their phones may not be inclined to read a lot of text. 

 

5. Track performance and optimize

As with any medical advertising, it’s important to measure your ad performance. The metrics you’ll be reviewing depend on the original goal of the specific campaign.

 

For example, if you were looking to drive traffic to your website, you will want to monitor link clicks and click-through rate.

 

The click-through rate measures the percentage of clicks in comparison to how many people saw the ad. If these are low, you may want to try different advertising copy, images, or both.

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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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Ways to Manage Your Reputation During COVID-19

Ways to Manage Your Reputation During COVID-19 | Online Reputation Management for Doctors | Scoop.it

Here are the basic steps to keeping your reputation and brand standing out during this very challenging time.

Keep your online practice information current

First, review all of your listings across Google, healthcare review sites like WebMD, your social media channels, and other sites on which your practice appears.

 

If you’re prioritizing your efforts, Google is especially important. Pay attention to those areas that have the most impact on your ranking — your practice name and address, business category, website URL, and Google patient reviews. 

 

If your practice has changed its hours of operation, location, services, or contact information because of COVID-19, keep your listings updated with any new details, and remove anything that’s inaccurate. 

 

It’s okay if information changes frequently as you and your staff flex with the changing circumstances of the pandemic, or are even forced to temporarily close your office. Just keep posting any changes online, as they happen. 

 

Also, take a look at your Google My Business dashboard often to ensure that your patients can select your current practice website and services, and land directly on the treatment and services pages that matter most right now.

Monitor patient reviews, respond with accuracy and compassion

Right now, there’s a good chance your patients are more fearful, uncertain, and stressed about their health and wellbeing, and concerned for friends and family members, too. So Any patient reviews may reflect higher levels of emotion, both positive and negative.

 

As patients provide feedback, consider this a real-time opportunity to consider any adjustments you need to make, and respond immediately with compassion and understanding. The stakes are higher for you and your patients during times of stress. 

 

To keep up with ongoing patient reviews and feedback, you’ll want technology and strategy in place to respond to patients, fast. An online reputation management service can help you monitor and manage incoming feedback.

 

You can then swiftly adjust your responses and timing related to reviews as the pandemic circumstances change. Overall, however, be sure to keep your practice brand and voice consistent. 

Right now, what’s most important when responding to patients is to be prompt and informative. You can amplify your credibility by guiding patients toward accurate, trustworthy information sources, along with your own medical expertise.

Remember, in all communications, to protect patient confidentiality and stay HIPAA-compliant. Never reveal any identifying information or PHI, and always offer to take the conversation offline, and contact the patient directly.

 

If patients frequently comment or ask about the coronavirus in your online reviews or feedback, consider answering their common questions on the main page of your practice website, and by using Google Q&A functionality. 

Monitor social media comments and practice reviews

You should also closely monitor social media comments and feedback about your practice on Facebook, Twitter, LinkedIn, Instagram, YouTube, and Google. 

 

Be prepared to respond to negative reviews or comments on social platforms, and to interact with patients who share positive feedback about their experience with your practice. If you don’t already have a social media policy in place for your practice, prepare one that outlines who can respond to patients online and some standard replies. 

 

Social media can also be a helpful tool to send out brief but frequent updates to your patients and community, with recent announcements, products, or services information.

 

This gives your practice and providers the opportunity to personalize the information you share, and publish educational articles or content.

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10 Doctor Review Sites to List Your Healthcare Practice

10 Doctor Review Sites to List Your Healthcare Practice | Online Reputation Management for Doctors | Scoop.it

A great way to improve your healthcare practice reputation is to list your practice on doctor review sites.

 

There are many online review sites where you can list yourself or your healthcare practice. The sites get millions of visitors every month, which you can tap to be your patients.

 

According to a recent survey, 84% of patients use online reviews to evaluate doctors. If your practice has no reviews online, prospective patients would think twice before making an appointment.

The Top Doctor Review Sites

Below are 10 top doctor review sites for healthcare providers, listed in no particular order, which can help improve your online reputation, gain trust and new patient leads.

  • Healthgrades
  • Vitals
  • RateMDs
  • WebMD
  • Yelp
  • Zocdoc
  • Google My Business
  • Facebook
  • U.S. News Doctor Finder
  • CareDash

#1. Healthgrades

With over 19 million visitors per month, you want your practice to be listed on Healthgrades. The directory has a searchable database of hospital, dentist and doctor profiles. The site also posts content about specific medical conditions and issues at a section called “The Right Care”.

#2. Vitals

Vitals gets slightly over 3.4 million visitors a month and ranks 151 in the health category. At the directory, patients can search for practices based on name, location, specialty and insurance accepted.

#3. RateMDs

RateMD allows patients to search for physicians by name, location, specialty and gender. The site also has a forum and blog where patients can get their health questions answered.

#4. WebMD

This is a health research forum with a doctor’s directory. With over 2.4 million visitors a month, WebMD is one of the best physician review sites. At WebMD, patients can rate doctors based on how well they explain conditions and treatments.

#5. Yelp

Yelp allows users to rate local hospitals and clinics, and provides the most helpful reviews. Having great reviews on the site can lead to a stream of foot traffic to your practice.

#6. Zocdoc

ZocDoc has an online and mobile appointment service setting and charges a listing fee. Patients can search for practices based on standard name, location, specialty and insurance accepted.

#7. Google My Business

Google My Business allows you to create free profiles for your practice. The profile can appear on local search results with complete information about your location, service hours, contact information and so on.

#8. Facebook

Millions of patients use Facebook to search for nearby clinics when they have a health problem. Having a profile on the social network will allow you to stay in touch with your patients and connect with new prospects.

#9. U.S. News Doctor Finder

In this directory, patients can search for doctors by name, location, years of experience, specialty and gender. Physicians can update their profiles to upload photos, contact information, insurance accepted, hospital affiliation and experience.

#10. CareDash

CareDash aims to make hospital and doctor information more transparent, inclusive and accessible. The site has doctor and hospital ratings and while fairly new, is steadily gaining more traffic.

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5 Social Media Essentials for Healthcare Marketing

5 Social Media Essentials for Healthcare Marketing | Online Reputation Management for Doctors | Scoop.it

1. Social media pages should reflect branding

What most represents your healthcare organization?

Is it the building itself? The doctors? A logo? Your list of services or products? Or is it something more than that?

 

We believe your branding is more than just a logo. For a healthcare organization, good branding typically reflects the way you make people feel. A good starting point for developing your brand is focusing on the “after.” What kind of relief, peace of mind, or outcome can someone expect when they choose you for care or treatment?

 

Of course, your logo and colors are important and can help patients remember your brand. But the branding itself is something much more. Your profile image, cover image, and posts should reflect who you are, as a brand—and that’s more than just a logo.

2. Images must be optimized for mobile

When you’re building out a company Facebook page from scratch, chances are you’re doing it on a desktop computer. It’s easy to forget that most people are actually accessing your page from their mobile devices.

 

In fact, around 80% of social media usage occurs on a mobile device. The way an image shows up on a desktop computer may not be the same way it shows up on a smartphone—particularly with the cover image.

 

When text or imagery spans to the edges of a wide photo, it’s often cut off in a mobile device. This is true for both Facebook and Twitter. The best way to find out? Download the apps on your phone to test mobile friendliness.

3. Posts should follow the 80/20 rule

Not sure what to say next on your Twitter or Facebook feed? We recommend following the 80/20 rule: posts should be 80% informative and 20% promotional.

Four out of every five posts should inform, entertain, or educate. You might share articles from your own blog or a reputable news site. You might provide a helpful health or nutrition tip or information about a particular condition (provided it’s not too graphic). You could even share healthy recipes.

4. You should plan for a paid advertising strategy

Organically posting on Facebook every week is a great way to build your brand—but it’s tough to reach many people this way. Organic social media posts really only reach people who are already following you on social media. While a few large healthcare related accounts see a large following, many pages are made up of a few satisfied patients, employees, and their friends and families.

 

No successful social media plan is complete without paid advertising. Paid social media posts can reach well beyond your current following. You can advertise to thousands and thousands of people, using custom audiences to narrow down on your ideal patients.

 

Many people believe they are advertising on Facebook when they use the “Boosted Post” feature. But this isn’t the same thing. It does not allow you to hone in on a custom audience in the same way a Facebook ad does. In truth, building and testing ads is a difficult job for someone on your team who is accustomed to organic Facebook posting. We recommend hiring out for help from a reputable agency with social media ad experience.

5. Posts and ads should appeal to your target audience

Finally, it’s very important that both promotional posts and paid social media advertisements appeal to your target audience. It’s easier said than done.

 

First, think carefully about the copywriting within the post or ad. Does the copy offer benefit to the patient? Ask yourself: why should a patient choose my practice, hospital, or organization over any other? Take a look at these two copy examples:

 

  • “We’ve opened a new spine center in Tallahassee. Call us today.”
  • “Get back to what you love. Our state-of-the-art spine center can help improve your quality of life.”

Which of these two messages give you confidence in this new spine center?

Your imagery should offer benefit to the patient as well. Of course, it’s important to test and retest your images to find out what works with your audience. But in general, a picture of a person in obvious pain won’t be as effective as an image of someone who has found relief. Patients want to see the “after” rather than the “before.”

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9 Tips to Guide Your Healthcare Marketing Going Forward

9 Tips to Guide Your Healthcare Marketing Going Forward | Online Reputation Management for Doctors | Scoop.it

Here are some additional, critical Medical Marketing tips to consider:

  1. The human and economic toll of this COVID-19 is already profound, and it will likely get worse in the near-term. When this healthcare crisis eventually passes, things will never be the same within the healthcare sector. Now, then, is the time to provide much-needed healthcare leadership by communicating clearly to help the public understand what is going on. Remember that your healthcare brand is much more than your logo or what you say in your advertising. Instead, you define your brand every day by the actions you take and the value you bring. Take this opportunity to reinforce your mission – most of which probably involves caring for your community. Show the public how your brand’s medical mission corresponds with your efforts to stop the spread of the novel coronavirus disease and treat patients stricken with COVID-19. Do the right things now, and consequently, you will build your medical organization’s branding for the long-term.
  2. Your growing thought leadership will also provide you with a unique opportunity to grow your rankings on Google. Take this time to double down on longer-term search engine optimization, both with technical improvements and great healthcare services content.
  3. When things slow down a little, you can also take some time to invest in strategic, tactical or creative marketing initiatives you haven’t been able to focus on until now.
  4. If you need to make adjustments to your media plan, be sure to talk to your marketing agency. They can negotiate with the various TV stations, radio stations, newspapers, and magazines to see if they can get concessions or postponements on some of your pre-existing contracts. Your marketing agency or marketing department should also devise a plan to move quickly to seize discounted media and other marketing budget opportunities once the crisis passes.
  5. Make sure your healthcare marketing agency is actively optimizing your digital marketing campaigns for the new reality. Ask if they are making adjustments based upon real-time results, the evolving landscape, and your broader objectives.
  6. Chances are you have postponed some community events. If so, take this opportunity to test digital alternatives, such as webinars, videoconferences, and podcasts.
  7. Consider if this is an opportune time to test integrating telemedicine into your business (if you haven’t already). Beyond protecting your patients and staff from unnecessary virus exposure, you will likely find patients also appreciate the convenience of having telemedicine options.
  8. Make sure your creative messaging (i.e., your medical content) is appropriate for our new reality. Above all, build trust and stay empathetic to what people are going through. You want to make sure something that was once a clever pun doesn’t now sound offensive or out of touch.
  9. Remember, although you might need to adjust some of your marketing efforts, it doesn’t mean you should stop marketing altogether. Many people suddenly have a lot of time on their hands, and they are looking for guidance for their healthcare problems.
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Why Social Media in Healthcare is Important

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

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

 

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

 

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

 

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

 

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

 

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

 

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

 

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

 

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

 

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

 

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

 

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

 

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

 

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

 

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

 

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

 

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

 

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

 

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

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How to Set Up Your Healthcare Social Media Profiles for Success

How to Set Up Your Healthcare Social Media Profiles for Success | Online Reputation Management for Doctors | Scoop.it

Healthcare Social Media: Is It Really Worth It?

Here’s the hard truth: Facebook’s organic reach is dead. Businesses hoping to reach potential patients and clients by simply posting somewhat frequently on Facebook are extremely unlikely to see a return.

 

Due to changing algorithms on Facebook and Instagram, followers are much less likely to see organic (unpaid) posts from your brand than from their own friends and family. 

 

For more on this topic, see our article: 

 

The Biggest Misconception about Social Media in Healthcare

That said, it is certainly worth setting up and claiming your social media accounts.

 

Updating your social media accounts can also boost search engine optimization and generate patient referrals. But if you’re simply hoping to gain patients from your marketing efforts, we recommend you do not spend a large portion of your time on organic social media.

 

Paid advertising is another story. Targeted campaigns reach people throughout your geographic target (not just followers) based on age, gender, and other qualities. For this, we recommend hiring a healthcare social media advertising agency.

 

Either way, you’ll want to get your account up and running as soon as possible, and establish some guidelines for posting and sharing. Here’s what a healthcare social media account manager should do.

1. Create a new page (or claim an existing one)

Facebook

Of course, the first step with any new social media platform is creating your new page. With Facebook, you’ll simply go to facebook.com/business and follow the directions on the screen.

You’ll be able to link this new business page to an existing personal profile or create a new profile to manage the page. You can also invite current employees as administrators and give select access to posting and editing capabilities.

In some cases, a Facebook page already exists for a business thanks to patients checking in at your location and tagging themselves on Facebook. In this case, you can claim the page using these instructions.

Instagram

To setup an Instagram account for business, first create an account from the Instagram app on your phone or tablet. Then, find the settings (the gear icon on your page) and press “Switch to Business Account.”

Twitter

Twitter’s page creation is incredibly simple. Keep in mind that Twitter uses the same profiles for business pages and personal pages. Simply go to Twitter.com to set up your new account.

2. Learn your social media platform

Once you’ve updated your basic information, you’ll want to get to know the particular platform you’re working in. Each platform is unique. For example:

  • You’ll need a header image and profile picture for each account, but every platform has different requirements. You can find an up-to-date guide on image sizing here.
  • It’s a good idea to use relevant hashtags on Twitter and Instagram, but it’s not very useful on Facebook.
  • On Twitter and Instagram, it’s a good idea to start following other accounts related to yours as soon as possible.
  • Facebook is a great place to post and share events.

3. Get to know your audience

Doctors may be interested in sharing the latest research studies or stats on the newest equipment out there. But do you think patients want to comb through a complicated 30-page report? Of course, patients are interested in your expertise.

 

However, they would prefer an easy-to-read, quick professional assessment of a study.

Learn what types of content your audience prefers, and try to contribute something they will appreciate and share. 

 

  • Can you explain a new treatment option briefly and succinctly (or link to a source that does this)?
  • Can you direct them to in-person or online support groups for their illness or recovery?
  • Do you have an announcement to make about your location or services? (Note: Important announcements to existing patients are better left in email inboxes.)

4. Use clear images throughout your profile and posts

A plain text post may go over well with your friends and family. But if you’re trying to attract attention from prospective patients, images and video are key to gaining attention—especially with paid social media advertising.

 

You don’t need any fancy equipment for this. The latest iPhone takes incredible high-quality images. However, if you don’t already have a collection of in-house photos to use in your posts, stock photos are a good way to go. There are free stock photos available on sites like Unsplash and Pexels.

 

You can also overlay text using free, easy-to-understand tools like Canva.

5. Remain compliant with HIPAA and other regulations

Of course, you take HIPAA and other regulations seriously, but it helps to remind staff members who are the most active on your social media platforms.

 

We recommend consulting a lawyer if you are unsure of any issues of compliance. Some starting tips:

  • Photos of patients and clients, of course, require their signed consent.
  • Any pharmaceutical promotion requires disclosure of risks, etc.
  • Patients may comment on your page regarding their visit, but you should take care not to confirm they are a patient.

Organic Social Media vs. Paid Healthcare Social Media Ads

Some doctors have seen success by posting organically on social media—but these accounts are few and far between. If you hope to gain followers as a “thought leader” in your specialty, you’ll have to post very frequently and become involved in conversations online daily.

 

Still, thought leadership does not guarantee patients in your area. Social media can help build your brand and even improve morale around the office—but it’s not recommended for lead generation. That is, unless you work with a social media advertising agency to target local patients in your demographic.

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Healthcare Digital Marketing - 5 Things To Know

Healthcare Digital Marketing - 5 Things To Know | Online Reputation Management for Doctors | Scoop.it

1. Customers Reliance On Search

Previously, if you had to seek a doctor, you might’ve called your relatives for suggestions. But these days, people are reliant on the internet for finding doctors. According to Google, over 80% of people are reliant on both online and offline resources for healthcare research.

 

That’s because, in modern times, people have less time for physically being at a place. People prefer looking at medically-related videos before going to the doctors. And over 64% of people prefer making doctors’ appointments online.

 

So, you might have a question regarding how this process works. It’s very easy, actually.

 

People use Google to ask, for example, “Who is the best psychiatrist in New York.”. The search result then shows them the best available psychiatrists around. The main thing here is, if you aren’t optimizing the Web search, then you are neglecting a lot of business potential.

2. People Love To Watch Videos

Capitalizing on videos is one of the great digital marketing strategies you should try in the healthcare industry. If you didn’t know already, one of the top-grossing video categories on YouTube is healthcare.

 

What’s the point of that here? Well, that means people like watching videos related to healthcare, and you need to capitalize on that.

 

To make your business strong, you need to earn customer loyalty. And a strong bond can be forged through videos. A video can help people turn to your business authentically while not making it look like an advertisement. A video can improve customer retention while reducing friction.

 

For example, think of a health supplement company. If they publish a video showing how clean and fresh their ingredients are, people are more likely to buy their products. 

 

 That video might show the entire process of how ingredients are turned into supplementary products and how they reach consumers. In that way, companies can not only demonstrate how good their product is but also create an impression that will prompt the buyer to buy their products.

 

Maintaining transparency with video campaigns will ensure that you have a steady rise in sales and growth while making a significant impact on the target market.

3.Providing Excellent Website Experience

Another thing people neglect is their websites while doing digital marketing for the healthcare industry. Good website traffic can mean positive results for our business.

 

Take a look at your website. Can people easily navigate through it?

Most people prefer to leave a website if it took more than 3-4 seconds to load up.

 

Imagine someone is looking for marijuana detox pills, and click on your website. He or she needs to order the pills as soon as possible. But your website is too slow to load the product page. Does he wait for the page or search for another website? A slow website always leaves a bad impression on your business.

 

That’s why having a quick responding website is crucial for selling your product and service.

4. Think Local

One thing most people leave out is the local aspect of a business. Focusing on the local search means more people are likely to buy your product on the local market.

 

For example, if someone is in an emergency and doesn’t know where to look for particular products, they’ll type in google for “X in Santa Monica, LA.” Here X indicates that particular product.

 

And if your website is ranked high on the local search, you’ll be able to capitalize more on the local market. Because of this, you are capitalizing on the local search is more important than ever.

5. Transparency

People opt to buy products if they feel they know everything about that product. This is why you’ll find people opting for well -known products rather than newer products that they don’t know much about.

 

People love to feel like an equal partner in terms of healthcare. According to a study, one-third of the people look up the information provided by the doctors on the internet.

 

From here, we can say that putting out authentic and trustable content means more engagement with your products. This makes people feel like an expert and gives a sign to others about how prominent you are in terms of putting out meaningful health content.

 

People love informative content. And if you’re putting out this kind of content, more and more people will look forward to contributing to your business and think of you as an industry leader.

 

That means giving people interesting and informative content. If people love your content, they are more likely to continue to patronize your business and look up to you as an industry leader.

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National Dentists Day marketing ideas to boost appointments

National Dentists Day marketing ideas to boost appointments | Online Reputation Management for Doctors | Scoop.it

Dental marketing ideas to boost appointments

1. Thank your patients

On National Dentists Day, thank your patients for trusting you with their smiles. It’s important to take advantage of opportunities like this in order to remain top-of-mind and encourage strong patient retention.

Show your gratitude to patients by sending them a thank you email, sharing a social media post, or even thanking your patients in person on March 6.

2. Urge patients to commit to better oral health

When it comes to holidays like National Dentists Day, many patients’ natural inclination is to send cards, flowers, and small trinkets. But what most dental professionals really want is a commitment to better oral health.

Use the time leading up to National Dentists Day to encourage patients to promise to take the best possible care of their teeth and gums. For example, you could: 

  • Have them sign a pledge to brush and floss every day
  • Encourage them to book their next dental cleaning, if they have not already
  • Remind them to limit food and beverages that stain teeth

3. Share what inspired you to become a dentist

It’s not every day you get to talk with patients about your career choice. In anticipation of National Dentists Day, film a video detailing what inspired you to become a dentist. This will give current patients the chance to know you on a more personal level and better understand your professional passion.

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Video also gives you the ability to showcase your personality to prospective patients who haven’t met you yet. According to Statista, 85 percent of internet users watch online video content, making video a great medium to reach new patients.

4. Publish a National Dentists Day blog post

A smart dental marketing strategy is to use timely events like national holidays to drive traffic to your website. Writing a blog post about National Dentists Day increases your chances of appearing in search results when people Google the term.

 

In your blog post, explain what National Dentists Day is and ways patients can acknowledge their dental care team.

 

Take it a step further by sharing your blog post on social media or by including it in an email to current patients. Emailing patients is a great dental marketing idea because 59 percent of people say they prefer email communications from brands above any other channel, according to the Direct Marketing Association.

5. Offer a National Dentists Day discount

Offering a discount is always a good way to inspire patients to schedule appointments. Discounts are usually offered for a limited time, which creates a sense of urgency and gives people the extra push they need to take action.

 

On March 6, consider offering a discount on out-of-pocket services like teeth whitening for any patient who schedules their appointment on National Dentists Day. Make prospective and current patients aware of the offer by sharing it to social media. According to Sprout Social, more than one-third of people (37 percent) believe the most engaging content on social offers a discount.

6. Use the National Dentists Day hashtag

Social media is great for dental marketing because 72 percent of U.S. adults use at least one social media site, according to the Pew Research Center.

 

Leading up to and on National Dentists Day, share content on your social media channels and include the hashtag #NationalDentistsDay. Hashtags help get your content in front of more people. Make sure you also tag your location, so you can feel confident you’re reaching people in your local area.

 

A social media post can be as simple as a photo of you and your staff in the waiting room.

 

This helps you show off your team and your office space. If your patients are active on social media, encourage them to use the National Dentists Day hashtag, too.

 

7. Encourage patients to share positive feedback online

Having a strong online reputation helps attract new patients to your practice. In fact, 59 percent of patients say online reviews contribute to their decision in choosing a healthcare provider, and 70 percent of patients consider positive patient reviews to be very or extremely important, according to PatientPop.

 

On National Dentists Day, encourage your current patients to describe their positive experiences at your practice via an online review. According to PatientPop, patients are 22 percent more likely to submit an online review simply when asked, so don’t allow this great opportunity to build a positive online reputation pass you by.

 

National Dentists Day only comes around once a year, but the folks at PatientPop recognize the hard work dentists do year-round. From us to you, Happy National Dentists Day!

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How patient reviews influence a practice search engine ranking

How patient reviews influence a practice search engine ranking | Online Reputation Management for Doctors | Scoop.it

3 important review signals

Major search engines keep their algorithms secret, but clues often exist that offer insights on factors used to determine rankings. This includes signals specific to patient reviews.

 

In fact, review signals contribute an estimated 15.44 percent to local search ranking factors, according to Moz.

1. Quantity of patient reviews

The number of patient reviews your practice has impacts your search ranking. If your practice has more patient reviews than your competitors’, it will seem more popular.

 

This increases the chances it will score a higher search engine ranking.

2. Velocity of patient reviews

Also known as frequency, velocity is the regularity at which patients leave reviews. A practice site with a positive velocity tends to realize a SERP (Search Engine Results Page) boost because it indicates an increase in popularity, according to Backlinko. Conversely, a negative velocity typically sees a SERP decrease because it’s a sign the site is decreasing in popularity.

3. Diversity of review sites

About half of patients (48.8 percent) read reviews on Google, according to PatientPop. But that doesn’t mean practices should exclusively focus on increasing their reviews on Google.

 

According to Moz, it’s important to develop a much broader array of sites where you get reviews because Google uses review site diversity and the number of sites that you’re reviewed on as a ranking factor in its local search algorithm.

What patients look for in reviews

It’s important to know that review quantity, velocity, and diversity are important to search engines. It’s also important to know what makes reviews meaningful to patients.

The BrightLocal Local Consumer Review Survey 2019 took a deep look at what people really want from reviews. Here’s what the findings revealed.

1. Patient review recency

More than half of people (58 percent) are concerned with the recency of patient reviews. Specifically, 48 percent of people need a review to be written within the past two weeks for it to impact their decision. 

Perhaps even more telling is that 84 percent of people consider reviews older than three months irrelevant. Therefore, it’s important to continuously request patient feedback from your current patients.

2. Overall star rating

Not surprisingly, 57 percent of people focus on the star rating of a business. In fact, only 53 percent of people would even consider using a business with less than four stars.

3. Quantity of reviews

When it comes to the number of reviews a business has, quantity matters to half of people. On average, people read 10 reviews before feeling like they can trust a business.

4. Legitimacy

Nearly half of people (49 percent) keep a watchful eye for fake reviews. Nearly the same proportion of consumers (46 percent) believe they’ve read multiple fake reviews in the past year.

Reputation management for doctors is all about building trust with patients. Therefore, it’s important to never take a less-than-genuine approach to acquire reviews from patients of your practice.

5. Sentiment

Some practices believe anything less than a five-star review from their patients will severely damage their online reputation management efforts. But this isn’t necessarily true. 

According to BrightLocal, the notion of what makes a review positive is subjective, and some people may be swayed by the sentiment of the review to decide whether they think it’s positive. For example, a four-star review that praises the courteousness of the staff and attentiveness of a doctor but criticizes a practice’s lack of parking won’t necessarily turn prospective patients off.

6. Practice response

People notice when you engage with patients who write reviews of your practice. Specifically, more than one-third (39 percent) of people look for a business to respond to reviews.

Looking a bit closer, 46 percent always read local businesses’ responses to reviews, highlighting the importance of taking this step.

7. Length and detail

For 37 percent of consumers, all reviews do not carry equal weight. These people want more substance, so they zero in on the length of the review and the level of detail included.

8. Photos

People want to be able to envision themselves at your practice. Therefore, it’s not surprising that 32 percent of people pay attention to whether photos were included with a review. 

Ensure your practice looks best online by always keeping the outside and inside of the building tidy and organized.

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Develop a memorable, effective brand for dental marketing

Develop a memorable, effective brand for dental marketing | Online Reputation Management for Doctors | Scoop.it

7 ways to differentiate your practice through branding

1. Know your audience

Different patients want different things from a dentist, so really think about the people you want to make up your patient base. Knowing exactly who you’re trying to reach will allow you to create a brand that speaks to them.

Conduct market research to learn how you can best reach this group. This will help you create the kind of dental brand your demographic can relate to.

2. Create a niche

Choosing a dentist can be overwhelming, so attract more dental patients by carving out a niche. For example, you might focus on sedation dentistry to help people nervous about going to the dentist relax during procedures.

After zeroing in on your niche, create a dental marketing plan that centers on it. Positioning your practice in a unique manner will allow you to create a brand that stands out.

3. Design a logo that represents your brand

A logo is an important part of dentistry marketing because it allows patients to easily identify your brand. For it to be effective, it must be immediately recognizable and invoke feelings of trust.

Start the planning process by researching other dentists’ logos in your market, as you don’t want to inadvertently create something similar. The final product will be synonymous with your practice, so make sure it’s something you want working for you.

4. Find your voice

Step your dental marketing up by defining your brand voice. Creating a personality for your practice is a smart branding move because it highlights who you are and what you stand for. A consistent tone helps patients relate to your practice, making it more memorable.

Branding a dental practice like an individual might sound a bit inane, but personality creates connections. When patients feel like your brand is speaking to them, they listen.

5. Be consistent

As noted above, consistency is key in all marketing for dental activities. If you send patients mixed messages, they won’t understand what your brand represents.

Everything from your brand voice to design choices must be consistent across all brand properties — i.e. your dental website, blog, social media pages, and marketing materials. Deviating from these standards will make you appear confused, which will not inspire patients to trust you with their dental health.

6. Show results

Actions speak louder than words, so include before and after photos — with patient consent — in your dental marketing materials. This will highlight your skills to prospective patients and help them feel comfortable in your hands.

Nothing adds to the value of a brand like quality. Putting patient results out there leaves no room for interpretation. This will allow patients to see that their quality standards align with yours, which will build trust.

7. Engage in thoughtful partnerships

Partnering with other local businesses can raise your brand profile while creating opportunities to bring new patients into your practice. For example, a pediatric dentist might partner with a pediatrician to sponsor a health fair for children.

 

Forging partnerships with complementary businesses can allow you to bring added value to patients. This creates a care network patients can rely on, allowing them to feel like you’ve covered all the bases for them.

 

Brand awareness is the key to the lasting success of your practice. Center your dental marketing efforts on this goal to create a brand that patients instantly recognize and completely trust.

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How to effectively communicate with patients during COVID-19

How to effectively communicate with patients during COVID-19 | Online Reputation Management for Doctors | Scoop.it

4 best practices for communicating with patients during a healthcare crisis

1. Ensure business information is up-to-date and available

COVID-19 might have caused you to temporarily change some of your standard business practices. It’s important to keep your business information updated online to keep both current and prospective patients in the loop.

If you are temporarily closing your practice or expanding your hours of operation, update your office hours on your website and important online profiles such as Google My Business and Facebook.

Depending on your specialty, it’s possible you’re receiving a high volume of requests. Let patients know if you have a preferred method of contact right now — for example, a direct phone line or email address — so you can streamline requests to best serve them.

It’s also important to let people know if you’re accepting new patients or referring healthy patients to a different facility.

 

For example, you might be treating patients displaying symptoms of COVID-19 in your office but sending well patients elsewhere — or canceling their appointments entirely — to minimize their exposure to the virus.

2. Share facts from reputable sources and tackle misinformation

There is a lot of misinformation about COVID-19 on the web. Patients rely on you to separate fact from fiction, so don’t let them down.

 

Avoid spreading false information by only sharing data from reputable sources like the World Health Organization (WHO), the Centers for Disease Control and Prevention (CDC), and the American Medical Association (AMA). Always cite your source. This increases your credibility and helps ensure your message doesn’t get twisted as people share your updates with others.

 

If your patients have been asking you the same questions based on misinformation, nip it in the bud by writing a blog post, social media update, or email refuting the information. As a medical professional, you’re in a unique position to help stop false rumors.

3. Touch base often to keep patients well informed

Patients depend on their trusted healthcare providers during a healthcare crisis. The unknown nature of COVID-19 has created a sense of pandemonium, so your patients want to hear from you.

The frequency of your messages will depend on your specialty. For example, if you’re a primary care physician, family doctor, or pediatrician, you might share daily updates — or more if the need arises.

 

If you’re not in a general health specialty, you might only reach out with updates regarding changes to practice procedures. For example, the American Dental Association has advised dental providers to postpone all elective procedures.

 

The U.S. Surgeon General has also asked hospitals and healthcare systems to consider stopping elective procedures for the foreseeable future.

 

If you change standard business practices, reach out once with the information, then again when the situation changes.

4. Use multiple channels to ensure messages are received

Not all patients use the same communication channels, which is why it’s important to share messages across multiple channels to reach as many people as possible.

 

Send emails, post updates on social media — possibly including Instagram Stories and Facebook Live — and write informative blog posts to help educate and inform.

 

You should also post the most important information on your website homepage, possibly by installing a website popup.

 

It’s also a good idea to share information using Google Posts. More for prospective patients, this feature allows you to share messages on your Google My Business profile.

 

This can make it easier for prospective patients seeking care to quickly determine whether your practice can meet their needs.

 

COVID-19 is a major healthcare crisis that has taken the entire world by storm. Right now, your patients need you more than ever, so effective communication is a must.

 

As a healthcare professional, you want to do everything possible to help people get through this pandemic.

 

Staying in touch with patients keeps them informed and makes them feel cared for in this time of distress.

Technical Dr. Inc.s insight:
Contact Details :

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

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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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