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Physician Online Reputation Management

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Aaron Watkins, Senior Director of Internet Strategy and A. Jay Khanna, MD, Professor of Orthopedic Surgery presented this one hour session at the Healthcare Communicators Conference on online physician reputation management in an era of consumer-generated content on sites like Vitals, Healthgrades, Yelp, Google+, and others

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Physician Online Reputation Management

  1. 1. Manage your online physicians’ profiles and reputations Presented by Aaron Watkins, Sr. Director, Internet Strategy & Digital Content Marketing A. Jay Khanna, M.D. , Professor of Orthopaedic Surgery; Vice Chair, Professional Development, Department of Orthopaedic Surgery
  2. 2. Aaron Watkins Senior Director of Internet Strategy and Digital Content Marketing @aaronwatkins A. Jay Khanna, M.D. Professor of Orthopaedic Surgery Vice Chair, Professional Development, Department of Orthopaedic Surgery Reputation Management on left-nav.blogs.hopkinsmedicine.org
  3. 3. The Internet Strategy Team We connect the people of the world with the people of Johns Hopkins Medicine 3
  4. 4. The Internet Strategy Team Create opportunities for meaningful interactions and access to a complex organization. – Provide the right information at the right time. – Connect the right people at the right time. – Create a positive online experience to support and 4
  5. 5. Source: Pew Internet, The Social Life of Health Information, 2012 What are they looking for? • conditions or diseases • treatments or procedures • names of doctors or other health professionals Integrated Web Strategy 77% of health activity begins here
  6. 6. Industry-Leading Growth 2008 2009 2010 2011 2012 2013 2014 2015 Sources: Experian Hitwise, ForeSee 6 www.hopkinsmedicine.org • Highest increase in visits among hospital web sites over 5 years • #3 most visited hospital / academic medical center web site • One of the highest visitor satisfaction rates in healthcare
  7. 7. Visits to hopkinsmedicine.org faculty-physician profile pages grew 20% in FY15 Hopkinsmedicine.org Profiles http://tinyurl.com/ocu9htt 7 20%
  8. 8. Reputation Management 8
  9. 9. Reputation Management 9 What We Need to Know • The public is seeking consumer-generated content, and physician rating sites such as Vitals and Healthgrades are gaining in popularity and use. • The online profiles on hospital web sites are our physicians’ most competitive and effective resource to provide information at the top of search engines. • Institutional transparency presents new opportunities to compete and will soon be the industry norm. • Physicians can provide a great experience and encourage grateful patients to create positive content about them.
  10. 10. Reputation Management 10 What We Need to Know • The public is seeking consumer-generated content, and physician rating sites such as Vitals and Healthgrades are gaining in popularity and use. • The online profiles on hospital web sites are our physicians’ most competitive and effective resource to provide information at the top of search engines. • Institutional transparency presents new opportunities to compete and will soon be the industry norm. • Physicians can provide a great experience and encourage grateful patients to create positive content about them.
  11. 11. Proliferation of Physician Review Sites 11
  12. 12. Industry Stats & Trends Slide Courtesy of Binary Fountain
  13. 13. Reputation Management 13 What We Need to Know • The public is seeking consumer-generated content, and physician rating sites such as Vitals and Healthgrades are gaining in popularity and use. • The online profiles on hospital web sites are our physicians’ most competitive and effective resource to provide information at the top of search engines. • Institutional transparency presents new opportunities to compete and will soon be the industry norm. • Physicians can provide a great experience and encourage grateful patients to create positive content about them.
  14. 14. Source: Pew Internet: Health Online 2013 - Nationwide survey of 3,014 adults living in the United States. Telephone interviews were conducted by landline and cell phone between August 7 and September 6, 2012. - 72% of internet users say they looked online for health information within the past year Doctor Profile as Center of Physician Reputation Strategy • 77% of online health seekers began their last session at a search engine • 13% began at a site that specializes in health info (like WebMD, Vitals, etc.) • 2% began at a more general site (like Wikipedia) • 1% began at a social network site (like Facebook) 14
  15. 15. Search Engine Optimization 55% of searchers select from the first 3 positions in Google. Source: moz.com/blog/google-organic-click-through-rates-in-2014 31% 14% 10% 7% 6% 4% 4% 2% 1 2 3 4 5 6-10 P. 2 P. 3+ 15
  16. 16. • Designed as sole source of truth • Foundation of credentialed data • Engaging content including videos • Editable by physicians and trained editors who know them well • A centerpiece of all information and linking strategies • Critical connector for patients, colleagues, collaborators and students to our faculty and physicians Hopkinsmedicine.org Profiles http://tinyurl.com/ocu9htt 16
  17. 17. Physician & Faculty Profile Pages Quality content enables data-sharing with: • Doximity • US News • ShareCare • Google+ • Vitals • Healthgrades • and other sources for physician information Often includes link-backs to hopkinsmedicine.org profiles 1 7
  18. 18. Delivering Content in Search Results Case Study: Ellen Stein, MD • 45% of click-throughs deliver content from Johns Hopkins Medicine 18
  19. 19. Delivering Content in Search Results Case Study: A. Jay Khanna, MD • 49% of click-throughs deliver content from Johns Hopkins Medicine • 27% deliver content that Dr. Khanna or his patients have influenced • Google+ delivers content from Hopkins Medicine 19
  20. 20. Reputation Management 20 What We Need to Know • The public is seeking consumer-generated content and physician rating sites such as Vitals and Healthgrades are gaining in popularity and use. • The online profiles on hospital web sites are our physicians’ most competitive and effective resource to provide information at the top of search engines. • Institutional transparency presents new opportunities to compete and will soon be the industry norm. • Physicians can provide a great experience and encourage grateful patients to create positive content about them.
  21. 21. Trusted Resources for Selecting a Doctor When it comes to choosing a doctor, which of the following types of information do you trust? #1 - 63% - Recommendations from people I know #2 - 42% - Reviews from other patients #3 - 40% - Doctor or hospital websites National Research Corporation 2015 Digital Decision Maker Study (n=3,002) 21
  22. 22. Reputation Management-CG CAHPS 22 Did the provider • Explain things in a way that was easy to understand? • Listen carefully? • Show respect for what you had to say? • Have your medical records? • Spend enough time with you?
  23. 23. Consumer Transparency Pioneers 23
  24. 24. Reputation Management • University of Utah Healthcare first to market to display patient satisfaction scores • Displays an average score of ‘1-5’ for each question and physician • Transparency – Only reviews with PHI and defamatory comments are removed • Exceptional Search Engine Optimization results http://tinyurl.com/pefwjyc 24
  25. 25. 25 Stars increase click through rates by 150% Catalyst Search Marketing – How Rich Snippets Can Improve Your CTR
  26. 26. 26
  27. 27. dr bob mann Ratings Impact in Search Results 27
  28. 28. Ratings Impact in Search Results dr bob mann 28
  29. 29. Ratings Comparison – Dr. Bob Mann Piedmont Website - 4.8 out of 5 - 472 ratings Healthgrades - 3.8 out of 5 - 12 ratings Vitals - 3.5 out of 5 - 6 ratings Rate MDs - 2.5 out of 5 - 5 ratings 29
  30. 30. In 2014, Piedmont Healthcare went live with National Research Corporation’s Reputation solution and became the second hospital system in the country to embrace transparency by publishing verified patient comments online. Piedmont has experienced significant improvements as a result. Increased Page Views 585% Consumers accessing the physician directory Top Spot on Google 90% Physicians hold the #1 position in Google Search (vs. 40% before) Average Search Position 1.2 For piedmont.org when searching by physician name IMPACT Piedmont Healthcare Case Study 30
  31. 31. Transparency Goal: Pilot the presentation of satisfaction ratings in faculty- physician profiles. Roll out physician training to increase service excellence across the system. 31
  32. 32. Reputation Management What We Need to Know • The public is seeking consumer-generated content, and physician rating sites such as Vitals and Healthgrades are gaining in popularity and use. • The online profiles on hospital web sites are our physicians’ most competitive and effective resource to provide information at the top of search engines. • Institutional transparency presents new opportunities to compete and will soon be the industry norm. • Physicians can provide a great experience and encourage grateful patients to create positive content about them.
  33. 33. Reputation Management
  34. 34. Tips for Physicians • When a patient asks how they can help you, ask them to write a review on Vitals.com. Vitals is one of the few physician rating websites where users can give a written review along with their ratings. • Take a few minutes to review your hospital’s online profile page and confirm that information such as your phone number, address and clinical interests are up-to-date. 34
  35. 35. Tips for Physicians • Put iPads or other devices in waiting rooms or at the checkout desk. It takes 30-50 seconds for patients to complete a survey that provides invaluable real time data. If there’s a need for service recovery, your office can do that immediately. • Operational issues often impact physician ratings as much as the interaction with the physician. Make sure staff know exactly what questions are on the survey. When they understand the importance of their role in the patient experience, they bring their A game. 35
  36. 36. Maximize Online Content • Web pages through specialty/sub-specialty societies • Videos – Explanation of diagnoses and procedures – Patient testimonials • Images • Hyperlinking of websites/pages to your “core” content • Accurate addresses and phone numbers on Vitals, Healthgrades and related websites. 36
  37. 37. Weighting of Patient Satisfaction Factors 37
  38. 38. Weighting of Patient Satisfaction Factors 38
  39. 39. Weighting of Patient Satisfaction Factors • 1,164 adults completed a 13-item web-based quantitative survey • To weight patient satisfaction favors and describe online health seeking habits • Proportional weights for each patient satisfaction factor for surgical and non-surgical providers • For both types of providers, thoroughness of examination and ability to answer questions ranked among top factors • Patients weight some factors as more important than others and some patients are more likely to post online than others 39
  40. 40. Weighting of Patient Satisfaction Factors 40
  41. 41. Weighting of Patient Satisfaction Factors 41
  42. 42. Weighting of Patient Satisfaction Factors 42
  43. 43. Online Physician Promotion 43
  44. 44. Online Physician Promotion 44
  45. 45. Online Physician Promotion 45
  46. 46. Online Physician Promotion 46
  47. 47. Online Physician Promotion 47 Slide Courtesy of Binary Fountain
  48. 48. Online Physician Promotion 48 Slide Courtesy of Binary Fountain
  49. 49. Online Physician Promotion 49 Slide Courtesy of Binary Fountain
  50. 50. Online Physician Promotion 50 Slide Courtesy of Binary Fountain
  51. 51. Live Demonstration of Binary Fountain Platform 51
  52. 52. Reputation Management 52 Tips for Communicators: • Position hospital profile pages as the center of a reputation management strategy. • Grow your content, ensure accuracy, and share strategically. • Communicate roles. Identify how physicians can get involved – especially in ensuring accuracy in professional societies and in Healthgrades, Vitals, etc. • Embrace transparency.
  53. 53. Reputation Management 53 Tips for Physicians: • Focus on your patients’ needs. • Update content – on hospital profiles, on Vitals, on professional societies. • Hyperlink to “core” content. • Implement real-time feedback tools for patients in your office. • Operations play a key role in ratings. Educate staff and share patient feedback.
  54. 54. Aaron Watkins Senior Director of Internet Strategy and Digital Content Marketing @aaronwatkins A. Jay Khanna, M.D. Professor of Orthopaedic Surgery Vice Chair, Professional Development, Department of Orthopaedic Surgery Reputation Management on left-nav.blogs.hopkinsmedicine.org Thank you!

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