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Manage your online physicians’ profiles and reputations
Presented by Aaron Watkins, Sr. Director, Internet Strategy & Digital Content MarketingA. Jay Khanna, M.D. , Professor of Orthopaedic Surgery; Vice Chair, Professional Development, Department of Orthopaedic Surgery
Aaron Watkins Senior Director of Internet Strategy and Digital Content Marketing @aaronwatkins
A. Jay Khanna, M.D. Professor of Orthopaedic SurgeryVice Chair, Professional Development, Department of Orthopaedic Surgery
Reputation Management on left-nav.blogs.hopkinsmedicine.org
The Internet Strategy Team
We connect the people of the world with the people of Johns Hopkins Medicine
3
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 strengthen the brand.
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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
Industry-Leading Growth
2008 2009 2010 2011 2012 2013 2014 2015
Sources: Experian Hitwise, ForeSee
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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
Visits to hopkinsmedicine.org faculty-physician profile pages grew 20% in FY15
Hopkinsmedicine.org Profiles
http://tinyurl.com/ocu9htt7
20%
Reputation Management
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Reputation Management
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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.
Reputation Management
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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.
Proliferation of Physician Review Sites
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Industry Stats & Trends
Slide Courtesy of Binary Fountain
Reputation Management
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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.
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 PhysicianReputation 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)
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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
• 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/ocu9htt16
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
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Delivering Content in Search Results
Case Study: Ellen Stein, MD
• 45% of click-throughs deliver content from Johns Hopkins Medicine
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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
Reputation Management
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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.
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 Corporation2015 Digital Decision Maker Study (n=3,002)
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Reputation Management-CG CAHPS
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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?
Consumer Transparency Pioneers
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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
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Stars increaseclick through rates by 150%
Catalyst Search Marketing – How Rich Snippets Can Improve Your CTR
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dr bob mann
Before
Ratings Impact in Search Results
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Ratings Impact in Search Results
After
dr bob mann
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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
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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
1.2For piedmont.org when searching
by physician name
IMPACT
Piedmont Healthcare Case Study
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Transparency
Goal: Pilot the presentation of satisfaction ratings in faculty-physician profiles.
Roll out physician training to increase service excellence across the system.
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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.
Reputation Management
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.
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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.
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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.
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Weighting of Patient Satisfaction Factors
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Weighting of Patient Satisfaction Factors
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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
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Weighting of Patient Satisfaction Factors
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Weighting of Patient Satisfaction Factors
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Weighting of Patient Satisfaction Factors
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Online Physician Promotion
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Online Physician Promotion
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Online Physician Promotion
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Online Physician Promotion
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Online Physician Promotion
47Slide Courtesy of Binary Fountain
Online Physician Promotion
48Slide Courtesy of Binary Fountain
Online Physician Promotion
49Slide Courtesy of Binary Fountain
Online Physician Promotion
50Slide Courtesy of Binary Fountain
Live Demonstration of Binary Fountain Platform
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Reputation Management
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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.
Reputation Management
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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.
Aaron Watkins Senior Director of Internet Strategy and Digital Content Marketing @aaronwatkins
A. Jay Khanna, M.D. Professor of Orthopaedic SurgeryVice Chair, Professional Development, Department of Orthopaedic Surgery
Reputation Management on left-nav.blogs.hopkinsmedicine.org
Thank you!
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