Recently I had the privilege of attending An Event Apart in Chicago. After every conference I walk away with amazing ideas and new things to try, but Eric Meyer’s presentation “Designing for Crisis” hit home, hard.
Imagine you’re a parent. Your son or daughter is in a terrible accident on their way home from a school football game. You get a phone call saying your son or daughter is being transported to the nearest hospital (which you may or may not be familiar with) and that’s about all you know.
You’re in complete shock. You can hardly focus, tears streaming down your face as you imagine the worst. You have no idea where to go or what to do. All you want is to get to your child as fast as possible, but it’s late at night and everything in the hospital is closed. Where do you turn for answers?
Naturally, most of us would turn to the hospital’s website.
The provider directory is one of the most challenging parts of any health system website and easily the one most likely to run you afoul of organizational politics. Everyone has an opinion and, more importantly, many doctors have an opinion. And doctors’ opinions tend to be a little louder than everyone else’s!
That said, I spend lots of time researching and testing provider directories and I’ve noticed two things that the most successful ones tend to have in common.
There’s been a tremendous amount of interest amongst healthcare marketers recently around publishing physician ratings and reviews on physician profiles. And for good reason. When done right, organizations often see a number of benefits including an SEO boost, reduced reliance on paid promotion, more engagement with physician profiles and improved patient acquisition. I covered some of this in my previous blog post, and wrote about it more extensively in our new physician promotion ebook. In this post, however, I’d like to cover a few important aspects about physician ratings and reviews you may not think about immediately.
If you’re anticipating implementing physician ratings and reviews on your website, there are some things you need to make sure you have in place before you go live. Getting these things taken care of will ensure that your physician ratings and reviews are trusted by site visitors and provide tangible value to your organization.
Cone Health Medical Group has more than 500 providers, over 100 locations and one goal in mind: connect potential patients with physicians who can help them feel their best.
That’s why Cone Health Medical Group decided to change the focus of their website and put the spotlight on their star players: their doctors and providers.
One of the leading metrics of email marketing is the “open rate,” and email marketers inevitably obsess over it. While it’s essential to know the open rates for your campaigns, it’s also important to understand that open rates can vary tremendously by industry, markets, lists and sometimes even seasons. So when you evaluate your open rates, understand that there isn’t an “applies to all” rate against which you can evaluate your performance.
So how do you evaluate your work?
It seems like, almost every day, there’s a new digital marketing tool or platform to help you push forward your online and offline marketing efforts. And there’s nothing more exciting for a marketer than to work with a client who’s willing to give all the cool new tricks a try to see how they work.
That’s what Geonetric found in the marketing team at Genesis Health System when we teamed up to promote their BirthCenters in Davenport, Iowa, and Silvis, Illinois.
Adding a health library on your website is an investment. But if it’s leveraged well and properly integrated into your website content, it can be a very powerful tool that acquires patients and provides a positive return on your investment.
The key is to make sure visitors are able to find your health library content at the exact moment that they want it.
The idea of content marketing is certainly hot right now. A strong content marketing strategy does a lot of promotional work for you, but also provides immediate value to your audience. This type of marketing can take many forms, but blog posts are a common way of generating buzz, traffic to your website and, ultimately, more patients/interactions at your organization.
Let’s set aside the technical aspect of creating and maintaining a WordPress blog for now and focus on the strategy of writing great content, getting physicians on board and putting that content to work for your marketing goals.
Our mid-year client satisfaction survey was a success in so many ways.
One, more than 80 percent of Geonetric’s clients responded. Maybe that’s because clients know we listen and they’re eager to share their thoughts. Or, maybe it’s because we gave away four $100 giftcards to random participants! Either way, we’re thrilled when we get feedback from so many of our clients and can really dive deep into what’s working and what needs improvement.
Two, the biggest area we need to focus on is an area we’re aware of and have already applied considerable pressure: our backlog. We’re excited to see these scores improve as new team members get up to speed.
And three, it’s so much fun to be in a position to share some of the amazing comments we get. Client advisors are called out by name over and over again for consistently delivering top-notch service. Established clients appreciate the new functionality that our engineering team delivers. New clients rave about the launch process.
So let’s dive in and take a closer look.
We’ve started down a path to radically change the way we build software at Geonetric. The journey started, as these things so often do, with an innocent conversation.
The conversation explored how we can get valuable new software capabilities into clients’ hands more quickly. Our primary software platform, VitalSite, is a fairly traditional web application. Each instance of the software is installed on a server at our data center or, in a few cases, in our clients’ data centers.
An important part of creating an effective physician profile includes demonstrating the physician’s skill and expertise. It’s important because consumers look for and use this critical information as they engage in the process of selecting a physician. In our Physician Promotion eBook we outline a number of ways to effectively highlight your organization’s physician’s skills and expertise, but there’s one increasingly important way that deserves its own treatment: physician ratings and reviews.
From Amazon to Netflix and beyond, consumers are increasingly accustomed to seeing evaluations of the goods and services they shop for. Often these take the form of an iconic star rating system that’s become the Internet’s at-a-glance method of conveying user satisfaction (or other subjective measure) with the product at hand. But it’s not just for shoes and movies anymore. It’s also for your physicians.