Over the past few years, there has been a landslide of new opportunities for physicians to promote themselves online. But with all of these new websites, new tools and new methods, one thing remains true: it’s tremendously important for doctors practicing medicine today to be found online. But how can your organization make sense of this all? This presentation will help hospitals and doctors understand the most important things physicians practicing today need to address, and provide some tested and true ways to build alignment between healthcare organizations and physicians, to ensure they are winning the battle of online reputation.

1. The Evolution of the Online
Physician Profile
NEW WAYS FOR DOCTORS TO MANAGE THEIR
ONLINE REPUTATION

2. Agenda
NEW MODEL OF CONSUMERISM
#DIGITALFIRST
OUR FIND-A-DOCTOR PROBLEM
ONLINE REPUTATION

3. About me
Led Digital Strategy at two major
integrated health systems
Founding/platinum member of the
Mayo Clinic Advisory Board on Social Media
T: @chrisboyer

4. New Model of Consumerism
ACCESS
• LOCATIONS
• SCHEDULING
• URGENT CARE
• RETAIL CLINICS
• VIRTUAL VISITS
CHOICE
• PATIENT RATINGS
• QUALITY
• PRICING
• BILLING
• RANKINGS
• ONLINE
COMMUNITIES
EXPERIENCE
• SERVICE DESIGN
• PERSONALIZATION
• FEEDBACK/
RESOLUTION
• RETAILIZATION
• WAYFINDING
• CONCIERGE

5. Access
1/3 OF PATIENTS
would switch providers if
presented with a more
convenient personal experience

6. Choice
60% OF PATIENTS
switch physicians because of
better service from a new
provider

7. Experience
NEARLY 90% OF PATIENTS
want to use digital means to
manage their healthcare

8. In this new era
of consumerism,
we must adopt a
#DIGITALFIRST
mentality

9. Digital is an integral (and convenient) part of our lives
It’s easy to build and track engagement
Digital can influence positive behavior
Everything online is absolutely measurable
#DigitalFirst

10. Call centers
Appointment scheduling/reminders
Electronic bill pay
Finding a Doctor
Service recovery
Reputation management
Transparency (price & quality)
Reviews & rankings
Patient portal
#DigitalFirst for Consumerism
WEBSITES
SOCIAL
MEDIASEO
MOBILE
PATIENT
PORTAL
CRM
APPS

11. Call centers
Appointment scheduling/reminders
Electronic bill pay
Finding a Doctor
Service recovery
Reputation management
Transparency (price & quality)
Reviews & rankings
Patient portal
#DigitalFirst for Consumerism
WEBSITES
SOCIAL
MEDIASEO
MOBILE
PATIENT
PORTAL
CRM
APPS

12. Find a Doctor: the competition

13. Our Find a Doctor problem
Too many (or not enough) choices
Not really usable (by people, as well as computers)
Hardly any decision-support
Built within a silo
Our data sources are often wrong (or outdated)

14. Prioritizing consumer choices
Deal-breakers:
• Do they accept my insurance?
• Are they the right doctor for me (speciality/subspecialty)?
• Do they accept new patients?
• Are they close/convenient to me?

15. Prioritizing consumer choices
Tie-breakers:
• What is their bedside manner/demeanor?
• What is their experience?
• Are they aligned with a good facility?
• How do others feel about them (online reviews)?

16. Other FAD considerations
• Online appointment scheduling
• Synonym mapping to common search terms
• Enhanced on-page SEO (micro-formatting)
• On-page bios
• Updated photos (and videos)
• Clinical publications
• Blog posts/news articles

17. Remember:
we can’t be everything
to everyone
WEBSITE
FIND A DOCTORHEALTH-SEEKERS
CALL CENTER
RESIDENTS/INTERNS
REFERRING DOCTORS
STAFF
X

18. “Consumers use search engines as a means
to a hospital website with the goal of
finding information on specific providers.
While some hospitals show up in search
engine results for specialties and
conditions, few do for provider names. “
The impact of search

19. Your Find a Doctor tool is often the
first point of contact to your system.
The most important thing:
Instead of adopting a Ritz-Carlton level of
customer service, you should adopt a Zappos
level of customer service.

20. Your online Find a Doctor tool is often the first
point of contact to your patient access center.
The most important thing:
Instead of adopting a Ritz-Carlton level of
customer service, you should adopt a Zappos
level of customer service.

21. Use commonly searched terms
Use uncommonly searched terms
Link between other pages/websites
Create additional content
Get reviewed
When in doubt, hire a pro
Increasing findability

22. SEO is a zero sum game

23. Make it easier for them
Align with their needs
Focus on improving experience
Make things convenient
Keep patients engaged
Our patient know best

24. Chris Boyer
chrisboyer@gmail.com
@chrisboyer