Case studies how physician reputations and customer service impact profitability of a health care organization. Presented by Dr. Sikorski from http://www.HealthcareMarketingCOE.com

1. Case Studies (Continued)
How Doctors’ Reputations
and Customer Service
impact Brand Recognition
and Profitability

2. What makes up the Brand?
The Brand of a practice or a hospital is made up of
many factors, but the most important one is the people
that work there.
It’s their daily work, their interactions with patients,
and their reputations that affect brand recognition.

3. Case Study #1 - Patients recognize the “brand” but
Google the doctor they want to see
 HMCOE ran a well-tracked Google advertising
campaign for a 50-practice-group for 30 days with
ads specifically highlighting the brand.
 The following month HMCOE ran advertisements
specifically highlighting each doctor’s expertise
 Result: 200% increase of new appointments.

4. Case Study #2
Increasing Out-of-Network patient volume
 HMCOE ran a 2 month advertising campaign for a 3-
surgeon Orthopaedic practice resulting in 40 new
patients, 5 of which were out-of-network
 We followed up with a 1 month ad campaign specific
to the newly improved reputation of each doctor for
their sub-expertise.
 Result: 12 more new out-of-network patients
~$7,000 surgeon’s fees per patient

5. ROI
That equals to 1766% ROI
on a $4500 investment
(just on the out-of-network goal at month #2)
Total 2 month ROI=(profit-cost)/cost= 2111%

6. Reason for 2111% ROI
Each Doctor had 30+ publicly-
displayed positive reviews
…from verified patients.

7. It’s about Patient Demographics
 It’s a known fact that if a person has $100,000+ salary
and is within the 24-45 age group … 80% of this
demographic Googles their doctors before scheduling an
appointment and considers their social media presence
as a “must” – Why?
 Because customer service & background checks matter to
“educated shoppers” who pay out of pocket!
 They are also the ones with private insurance with out-
of-network benefits.

8. Case Study #3: Are Employed Doctors Proactive?
 80% of hospital-employed doctors have never
Googled their own names (based on our analysis of 3
hospitals with a total of 250 employed doctors)
 20% of doctors at these same hospitals have bad to
awful patient reviews. Most of them within past 6
months.

9. Case Study #4: Doctor’s Reputations versus
where patients go for surgery
 HMCOE analyzed one 700-bed hospital and #1 local
competitor – a local ASC owned by 20 doctors with
STELLAR reputations (without ANY brand recognition)
 It took 5 weeks for HMCOE to help 42 hospital-employed
doctors raise their reputation levels.
 Within 1st month: advertising spend decreased by
$60,000 and case volumes skyrocketed by 120%.
 During 2nd month: HMCOE continued highlighting sub-
expertise of each doctor resulting in additional 30%
increase in case volume.

10. Case Study #5 – Save your money!
 Another 50-practice-group spending $150,000 on internet
advertising alone + city-wide billboards ($500,000/mo). They
now own 80% of doctors within their specialty. Last year they
spent $7.8Million on advertising.
 From the remaining profitable practices in the region 1%
refused to join and have started to promote their reputations 5
weeks ago.
 Total cost for the 40 independent specialists - $60,000.
$1500 per practice.
 Result: Wait time for appointments increased from 24 hours
to 3 weeks. 100% of new patients coming in are asked “how
did you hear about us” – 80% answered: patient review site.

11. Case Study #6 – Continue Saving $
 We helped 3 of the 40 independent doctors put
together advertising campaigns based on their
growing reputations.
 One of the 3 doctors shared with us his old Google
Adwords campaign result: 1 new out-of-network
patient for every $700 spent.
 His new conversion rate combining reputation
platform and Google Ads – 1 new patient for every
$300 spent. (Each patient on average brings $3500
profit to the practice. Savings per month - $4500)

12. Customer Service
Customer service at a hospital or practice is
EVERYONE’s job, including the doctor
Even coming in late once can affect a doctor’s and the
practice’s reputation

13. Streamline Customer Service at Hospital / Practice
 Training per doctor about our technology – 2 minutes
 Asking a patient “Please write about your experience as
it’s very important for me” … 3 seconds.
 A doctor showing his patient that he cares about their
experience … Priceless.
 Earning thousands of positive patient experiences,
controlling poor experiences, and having an extra
accountability process streamlined?
Brand Recognition

14. Technology Overview:
(screenshot not shown for patent protection)
Getting Reviews in Your Office
 Tablet PC / iPad Review App – allows you to ask for an
honest review.
 Patients electronically sign off a detailed waiver
 2-step verification process verifies their identity & intentions
 You get to review the anonymous comment and reply to it if
necessary
 Publish Reviews to pre-selected Physician Review sites & your
website with a click of a button
 HIPAA & FTC Compliant
 Built-in Complaint Form – allows you to answer a
complaint as it’s written, before it gets published

15. Technology Overview:
(screenshot not shown for patent protection)
ALL PUBLISHED REVIEWS
ARE LABELED AS
TRUE & VERIFIED
Or don’t publish and keep the reviews for internal
customer service accountability

16. Getting Reviews From Patient’s Home
 Your patient can log-in directly from your website or
 An embedded code is sent via email or newsletter
 One click send them to the review-form
 Patients electronically sign off a detailed waiver
 2-step verification process verifies their identity & intentions
 You get a request to review the anonymous review
 Publish Reviews to pre-selected Physician Review sites & your
website with a click of a button
 HIPAA & FTC Compliant
 Built-in Complaint Form – allows you to answer a
complaint as it’s written, before it gets published

17. Already on Facebook? We have an APP for That!
Your fans can write their review right there on
Facebook! (and you can also review it)

18. The Technology continued
(spread awareness about your Center of Excellence)
 Dominate Online
Presence
 Mobile-Ready
 Fully-Customized
 Reviews integrated!
 QR integration

19. The Technology continued
(Scan the QR Code onto your mobile phone and…)
Make a Call
Check out the
Reviews
Write a Review
Get Directions

20. Your Monthly Report Includes All Your Reviews

21. Google Analytics and Reporting INSTALLED!
Key Benefit: “Now you can measure return on investment factors”
• Analyze performance and optimize
campaigns
• Track local web traffic from your local
network!
• Conversion rate tracking
• Target Demographic Analysis
• Campaign Profit Analysis
• Measure ROI factors for local search

22. Want to Know More?
Tel. (646) 648 – 1355
Linked@hmcoe.com