2015 Annual Meeting Friday, August 28
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1 Carolinas Chapter/American Association of Clinical Endocrinologists 2015 Annual Meeting Friday, August 28 August 28-30, 2015 ~ Omni Grove Park Inn ~ Asheville, NC This continuing medical education activity is jointly provided by the Carolinas Chapter / AACE and Southern Regional Area Health Education Center
2 Winning The Battle Of Patient Perception Presented by: Brandon Ives Founder, PractImage
3 Intro Serve others faithfully. Brandon Ives Founder, PractImage #BrandStrategist #Entrepreneur #OnlineMarketer #DigitalHealth #FamilyGuy #Christian #Musician Patients Speak. We Listen
4 Talking Points Patient Behaviors Perceptions Reaching Patients Online Strategy Message Positioning Patients Speak. We Listen
5 Personal Branding If you are on the internet, you have a brand. Your brand is simply how people perceive you. Patients Speak. We Listen
6 What is Personal Branding? Personal Branding is how you define yourself professionally while at the same time, incorporating personal elements that make you authentic. (communicating it consistently) Patients Speak. We Listen
7 The Online War Wrestling For Position
8 What are Patients Doing Online? 72% of patients find their health information online 76% of Americans are aware of online reviews and doctor ratings 34% of Americans regularly use online review sites to choose their physician 54% of Americans use online research to make health decisions Patients Speak. We Listen
9 How Are They Reacting? Online Information is Influential 25+ million consumers made healthcare related decisions based on ONLINE marketing or media they digested. (1/4 th of Americans) Patients Speak. We Listen
10 Who They Are The Digital Patients Age 50+ : Less likely to make healthcare decisions online Ages 35-50: Twice as likely to make healthcare decisions online (vs. 50+) Ages 18-35: Digital Natives ; majority of decisions made online; grew up in the digital age. Patients Speak. We Listen
11 What Do They Need? How are people using Online Health 1. To Research Information - 1 out 3 patients are looking to discuss health issues and ask questions online - 40% look up reviews on providers, practices, products, and treatment. 2. To Seek Support - 20% of patients join online patient communities (diseases, social, etc) - 25% look to friends/family experiences Patients Speak. We Listen
12 What Do Patients Care About? I Care About Healthcare Education WebMd, AskTheDoctor.com, HealthINation Healthy Lifestyles Niche health communities (PatientsLikeMe.com, etc.) Doctor Reviews Yelp, Vitals, RateMD, etc. Health tracking Fitbit Patients Speak. We Listen
13 Where Do Patients Find Info? Our eyes are on Google Search Advocacy Groups (American 1 Niche Health Communities Podcasts Specialty Mobile Applications Patients Speak. We Listen
14 Chronic Disease / Conditions What type of information? 70%: ADHD 69%: Crohn s disease 68%: Fibromyalgia 68%: Insomnia 68%: HIV/AIDS 68%: Arthritis 66%: Bipolar disorder 66%: Epilepsy 66%: Skin cancer Patients Speak. We Listen
15 CRO Case Study: Cervical Dystonia How Patient Perceptions Form Direct Indirect Phone contact Office visits Billings Social Events Customer Service Online Search Website Reputation Collateral Word of Mouth Media
16 Establish Clear Goals Online
17 Online Brand Strategy 1. Discovery 2. Brand Goals 3. Patient Segmenting/Demographics 4. Messaging Platform 5. Online vs. Offline Strategy 6. Execution Plan 7. Metrics Patients Speak. We Listen
18 Crafting Your Message Patients Speak. We Listen
19 Online Branding Organizational Branding vs. Personal (Expert) Branding A unique dynamic of managing (2) brands ORGANIZATIONAL Branding is about projecting a promise to the patient/consumer of knowledge, expertise, and building trust as a resource. PERSONAL Branding is how an individual spokesperson (provider, executive, persona, etc) defines themselves and their connection with your organization, their unique expertise and qualities, while adding in elements of personal character.
20 Connect with Patients Be Authentic Think about your core message What do you want to be known for Add Brand Personality A clever motto isn t required. But it helps.
21 Express Your Brand Create an Elevator Pitch Tips to create a brand statement in 2-3 sentences. Keep it short and to the point. Create interest in the opening statement. Unique opening line. Talk about how you help people Be clear in describing what you do Ask a question (if possible) to frame the conversation & thought process.
22 Personal Branding Profiles Control Your Image ONLINE Organizational Branding Niche Social Communities Google+ Facebook Twitter Personal Branding Strikingly Medl.io About.me Branded.me Zerply.com BrandYourself.com Vizify.com Survey By: Journal of the American M Association
23 Own Your Name Control Google Search Results Actually Own Your Name Look Further & Clean Up! - links on individuals and alerts tool Patients Speak. We Listen
24 Monitor Review Sites Popular Patient Review Sites Google+ Healthgrades Yelp! Vitals DoctorScore Angie s List RateMD s Doctor Score Patients Speak. We Listen
25 Social Media Must DO Social Media Personal Blog (Blogger) Google+ - Control search LinkedIn professional presence Twylah sum it all up Twitter engage YouTube create content Patients Speak. We Listen
26 Online Reputation Management Understanding & managing your image and reputation online - Reputation Management started as a PR term and still is today - Expanded online (ORM) and has to do more with search results and presenting your self - CONTROL through owning online properties (practice & personal), creating communities, optimizing website, building positive reviews, and PR among others
27 How to Manage Online Reputation? Control Your Image ONLINE - Monitor what patients are saying about you online (Reviews, forums, social media, etc.) - Own online properties (practice & personal naming): - Practice vs. Personal - Optimize your website for search engines - Building positive reviews Patient Surveys - Community and online PR to establish positive links
28 Improvement Process Listen to patient feedback & online perception Organize patient feedback in to categories, context, positive vs. negative and analyze. Build & Implement a Plan to Improve
29 Thank You! Contact Information Brandon Ives
30
31 Digital Patient Seg How are people using Social Media Health 1. To Get Information - 1 out 3 patients are looking to discuss health issues and ask questions online - 40% look up reviews on providers, practices, products, and treatment. 2. To Seek Support - 20% of patients join online health communities (local hospital social, etc) - 25% follow their family/friends experiences
32 Social Media in Healthca How is it different? Much more than just Facebook Health information sites: WebMD, Wikipedia (most used) - RESEARCH Patient Reviews & Feedback RATINGS & RESEACH Expert Blogs - DISCUSSION
33 The Proble.. Review Sites Blogs.. Forums Social s are talking about lthcare experiences. Good & Bad Conversations are happening online in multiple places You must analyze being said about understand patien
34 Con now patients are engaging online with their healthcare t do we do? eview Our Brand: Practice vs. Personal (providers) nalyze Our Online Image or Presence Good / Bad? ith This Data We Can Make Branding Decisions Improving Branding and Online Reputation anage & Build A Positive Brand Image
35 Bra ice Branding vs. Personal (Provider) Branding ique dynamic of managing (2) brands NAL Branding is how a provider defines himself/herself in a ssional setting, their unique expertise and qualities, while adding in nts of personal character. TICE Branding is about projecting a promise to the patient of quality nd differentiating yourself as a leading medical group. WE SUCCEEDING IN THESE?
36 Bra to review your brand: ather online data to see how you re viewed, online reviews, tient feedback tient surveys view your practice messaging what are you saying to tients in your office, website, marketing materials, etc. e Eye test (website, logo, office, online presence, etc)
37 Bra to review your brand: ather data and feedback internally about how they perceive e practice brand, ask friends/family, consultants, patients tient surveys view your practice messaging what are you saying to tients in your office, website, marketing materials, etc. e Eye test (website, logo, office, online presence, etc)
38 Online I yze & Understand Your Online Image ow are you appearing in search results? re you controlling most search results on keywords for your me? hat is being said about you on patient review sites? 0+ popular online review sites); Monitor & Analyze your website in good condition? Social Media?
39 The Starting P nderstand your brand nd Listen to patient feedback The data will tell you how patients perceive the practice and allows you to formulate a plan to improve Build & Implement or work with a con to improve your b online image and p perception
40 Patients are taking control of their health & making decisions online Perception matters in life Affects the bottom line Understanding patient feedback can result in an improved level of care & a better practice Why This Mat
41 Our Se s time analytics t side dashboard ss ted patient ws gorized review back Features alerts Dynamic Reporti on positive and negative trends Expert Recommendatio PATIENT PERCEP Score to gauge
42 Thank Y onitor and Understand Patient Feedback uild a Strong Brand for the Practice & Providers ake Control of your Online Image and how Patients Perc ou. Brandon Ives [email protected]
43 talk with the CAMGM about the importance of understanding how patients perceive your practice and how that data can be useful to improving the level of care provided. He will talk about the process of analyzing patient perception data, gaining feedback, and using that information to control your online reputation and improve areas of the practice. Brandon will provide interesting information on how patients perceive information about you online and tips for ways to better control your online image through patient surveys, branding, testimonials. Did You Kno
44 Did You Kno -pull out facts er_marketing%20for%20healthcare%20providers1. pdf - I should already have this downloaded to pull out facts r&utm_campaign=feed%3a+thedoctorweighsin+%28the +Doctor+Weighs+In%29
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