4/7/15. Maintaining a Personal Touch in the Electronic Age. Jennifer Thompson & Corey Gehrold. About Us
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1 Maintaining a Personal Touch in the Electronic Age Jennifer Thompson & Corey Gehrold About Us Full-service medical marketing Online medical marketing education 1
2 The Digital Age Around 40% of the world s population uses the internet daily (in 1995 < 1%) Google processes 3.5 billion searches per day Facebook has 1.3 billion users (or about the same amount as the population of China, the single most popular country on earth) It takes 20 years to build a reputation and five minutes to ruin it. Warren Buffett Considerations Patients have 24/7 access to your practice In the electronic age, patients can say and share whatever they want with the world Telling your story is the best way to make Internet personal 2
3 Considerations Nearly 75% of searches are for small businesses (that s you guys) Searching for healthcare information is the 3 rd most common activity on the internet What s Ahead Facts, Figures and Fun What s Ahead How to maintain a personal touch online with your: Online Reputation Management Social Media Efforts Website / Branding Video 3
4 Maintaining a Personal Touch Online Reputation Management The Importance of ORM More than 74% of searches are for local content and small businesses Patients can t find your information if it isn t up to date and confirmed Online Reputation Management Online local/review sites allow for anyone to review your physician(s) There are no barriers to entry and few defenses against those who would use the medium to attack ORM is your first line of defense in protecting and improving your online reputation 4
5 Considerations Negative reviews are seen as more trustworthy & perceived as being of greater use 50% of consumers will stop doing business with a company if it takes the company longer than a week to respond to a complaint Source: AlphaGalileo 2013 Survey Oracle 2011 Survey Online Reputation Management Examples Include: Free ebook How to Claim Your Practice on the Biggest ORM Sites Visit DrMarketingTips.com/ORM to get your free copy today! (Not while we re presenting though) 5
6 Online Reputation Management Review Sites Display Prominently on Google: Screen capture of a local dermatologist s office just below the office information Online Reputation Management 80% of shoppers change their purchase decisions based on negative reviews Online Reputation Management More than 92% of buyers regularly check reviews online before making a purchase or service decision 6
7 YELP The Consumer Has the Power Yelp has been called the most important site for small businesses next to Google Yelp research shows a customer whose review praises customer service is more than five times as likely to give a 5-star review than a 1-star review Every star in a rating leads to a 5-9% jump in revenue YELP The Consumer Has the Power YELP The Consumer Has the Power 7
8 How Social Media Can Help Yelp Case Study ORM Pitfalls No true automated tool to track Ultimately, you know what s current and correct Best to have a plan in place and be proactive ORM Action Items Designate someone in office to monitor weekly or bi-weekly Install account manager apps on your phone/tablet Have a canned response and action plan ready Create in-office signage to promote positive reviews Consider s and surveys to help promote reviews Keep calm and carry on 8
9 How Social Media Can Help Social media has obvious benefits including: Patient engagement Increased exposure and reach Bolstered search results A reason to create team building activities It can also help to manage your reputation How Social Media Can Help Patient Reviews happen on social media often Instant with large reach Immediate feedback both good and bad Feedback from trusted friends How Social Media Can Help 9
10 How Social Media Can Help Facebook Twitter YouTube Google+ Pinterest Instagram LinkedIn Maintain a Personal Touch ORM Respond quickly to reviews Maintain a Personal Touch ORM Offer a direct line to someone important on your admin staff. Express that you want to hear the full story from the patient themselves. Explain that you want to discuss what happened to make future improvements. 10
11 Maintain a Personal Touch ORM Encourage patients to share their stories online Maintain a Personal Touch ORM Tips to Encourage Patients to Share Their Stories Provide them with a Review Us! card Have the physician encourage them to review Maintain a Personal Touch ORM Tips to Encourage Patients to Share Their Stories Send an newsletter with instructions on how to leave a review 11
12 Maintain a Personal Touch ORM Make sure information is up to date Nothing says you don t care like having outdated information Check addresses, phone numbers, headshots, education, awards, affiliations, etc. Maintain a Personal Touch ORM Add photos wherever possible Maintaining a Personal Touch Social Media 12
13 The Importance of Social Media 61% of marketers see lead generation benefits with social media 100% higher lead-to-close ratio than traditional media (meaning it s more effective to drive customers to businesses) State of Inbound Study, 2014 Benefits of Social Media Use Reported by Marketing Professionals: Maintain a Personal Touch Photos Photos on Facebook Pages receive 53% more Likes than the average post 100% higher lead-to-close ratio than traditional media (meaning it s more effective to drive customers to businesses) Hubspot Study,
14 Maintain a Personal Touch Photos Create Contests Maintain a Personal Touch Photos Grab a Photo of Docs / Docs with Patients Maintain a Personal Touch Photos Empower Your Employees 14
15 Maintain a Personal Touch Photos Empower Your Physicians Maintain a Personal Touch Photos When All Else Fails Find a Cute Kid Maintain a Personal Touch Posts Highlight Community Events Volunteering Holiday activities Health fairs Sponsorships Partnerships Team building events 15
16 Maintain a Personal Touch Posts Share Facts About Your Practice History New additions Trivia New babies Work anniversaries Maintain a Personal Touch Posts Highlight Your Physician(s) Personal trivia Education history Health tips Practice differentiators Maintain a Personal Touch Posts Specialty-Related Posts Facts and statistics Prevention tips Treatment methods Study results New products 16
17 Maintain a Personal Touch Posts Sharing Interesting Articles / Timely News Maintain a Personal Touch Posts Sharing Patient Testimonials *Note: Reuse content instead of reinventing the wheel every day. Video à Photos à Blog à Social à Back again Maintaining a Personal Touch Website 17
18 The Importance of Your Website Nearly 75% of searches are for local content and small businesses Your website connects patients to your portal, their forms, and more referrals (or it should anyway) New and existing patients base their experience with your practice off of your website The Importance of Your Website Maintain a Personal Touch Website People don t like the doctor s office Use inviting copy / photos 18
19 Maintain a Personal Touch Website Consider highlighting: Ability to provide comprehensive care Welcoming environment Expertise / experience Happy patients and staff Good example à Maintain a Personal Touch Website Not so good example à Maintain a Personal Touch Website Use photos of your staff on interior pages Commonly found on About Us page at least 19
20 Maintain a Personal Touch Website Use your About section wisely Describe your practice, your history, your philosophy and your community involvement Maintain a Personal Touch Website This is the time to add some fluff Page should create a connection with the office and what you stand for in less than 6 paragraphs Maintain a Personal Touch Website Physician bio pages Personal touches added via text and video 20
21 Maintain a Personal Touch Website Notice text and video examples Maintain a Personal Touch Website Colors matter. Common associations include: Red: danger, anger Yellow: knowledge, energy Green: fertility, success White: purity, healing Blue: knowledge, trust Black: fear, luxury Purple: royalty, wisdom Orange: creativity, stimulation Gray: balance, sophistication Maintaining a Personal Touch Video 21
22 The Importance of Video According to a recent Invodo report: 72% of all Internet traffic in 2017 will be video 52% of marketing professionals worldwide name video as the type of content with the best ROI 80% of online visitors will watch a video, while only 20% will read content in its entirety The Importance of Video 76% of marketers plan on increasing their YouTube and/or video marketing this year (meaning if you aren t making videos, your competitors are) YouTube is the 3 rd most visited site on the web behind Google and Facebook There are more than 800 million unique users on YouTube each month Maintain a Personal Touch Video Getting to Know the Physician Short, informal and patients love them Help soften a visit and create loyalty in less than 5 minutes 22
23 Maintain a Personal Touch Video Patient Testimonials Hear success stories constantly Gift that keeps on giving Maintain a Personal Touch Video Patient Testimonial Tips Choose the right patient Practice procedure and doctor name Introduction + biggest benefit Edit to less than 3 minutes Maintain a Personal Touch Video Procedure Videos Have physician discuss a procedure Use footage from surgery or animation Discuss benefits and recovery 23
24 Maintain a Personal Touch Video Procedure Videos Less personal but great for SEO Help fill out content schedule and physician bio pages Maintain a Personal Touch Video Office Tours Another way to soften office experience Can use photos to create slideshow or short clips D.I.Y. Guide to Create Video for Your Website 24
25 Learn Online how Reputation to film, Management (ORM) edit, post and promote videos for your practice Limited to first 10 RSVPs to Free Resources at DrMarketingTips.com Like what you heard? Sign up for free resources at DrMarketingTips.com Free ebook How to Claim Your Practice on the Biggest ORM Sites Visit DrMarketingTips.com/ORM to get your free copy today! (Not while we re presenting though) 25
26 Thank You! 26
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