Facebook is a platform designed around the user experience, and the ads shouldn’t be any different. According to an article on Search Engine Journal, here are 6 interesting hacks that will improve your Facebook ads:
Since 2016, Google has been leading the industry to get more websites covered by SSL and continually make changes to their Chrome browser that is one of the most popular browser being used. So, it makes sense to make sure all of our Digital Marketing clients are covered with encrypted websites using SSL Certificates.
Online reviews have redefined the way patients choose healthcare providers. Here’s a brief overview of this trend and how you can leverage it to get more patients for your healthcare practice.
Why do reviews matter to healthcare providers?
Because reviews matter to patients: 84% of patients regularly consult review sites to view or post comments and ratings of healthcare staff (BrightLocal). Sites like Google and Facebook, along with medical review sites like Healthgrades and ZocDoc, have made it easier than ever for patients to post and share experiences. Patients don’t want to take any chances when it comes to their health. With such an overwhelming amount of information available at the tap of a button, they want sources they know they can trust. That’s why reviews have quickly become one of the most valued online resources for patients seeking the best care.
Patient reviews and SEO
Today, the search for a doctor begins online, and reviews are often the first thing patients encounter.
Online reviews show up on page 1 of search results because they are full of fresh, unique content that search engines love. Practices with more reviews and higher ratings on a variety of sites have an incredible advantage when it comes to Google search.
To sum up: both customers and search engines value reviews for their authentic, unbiased information. In fact, patients place so much trust in reviews that to accelerate their search, they increasingly filter results to see only 4 and 5-star rated practices. If your practice doesn’t have enough positive reviews, it won’t even be considered as an option.
What does a good review management strategy look like?
- Monitor and respond to reviews from all sites in real-time. This lets you address any issues before they escalate, minimizing the damage of negative reviews. Remember, your response is seen not only by the reviewer, but also by all prospective patients researching your practice. This is a great chance to demonstrate transparency and dedication to patient satisfaction.
- Consistently generate new reviews. Collect reviews on sites that matter most to your practice and your patients. Use an automated software like MCD Reviews to make this process easy and effective.
- Promote your best reviews. Share them everywhere you can, like your company website, social channels, and Google ads. MCD Reviews also creates a custom SEO-optimized review microsite for each physician displaying all their best reviews along with the option to book an appointment.
Bottom line: online reviews are the first impression patients get of your practice. It’s not only important to pay attention to what people are saying about your services online. In order to build the trust and credibility required to get new patients, you also need to regularly generate new reviews, interact with patient feedback, and leverage great testimonials for marketing purposes.
Want to know more? Check out our MCD Reviews.
The short answer is no, but wait! All hope is not lost.
Sites like Google, Facebook, Healthgrades and Yelp aim to deliver honest, unbiased reviews. Some sites have strict penalties for businesses that try to game the system either by writing fake reviews, offering incentives, or some other shady maneuver. Only reviews that explicitly violate the review site’s Terms & Conditions have a chance at being removed, but only by a site administrator.
The point is: an authentic Google business profile displays ALL opinions from ALL patients, not just the ones the business prefers. Therefore, your negative reviews are here to stay.
You can’t control what patients say, but you can control what you say. The right response could win back the patient’s loyalty or even get them to edit or delete their review. Even if the patient takes no further action, others reading the review will take note of your thoughtful response, minimizing the damage of the negative review.
Don’t react; respond
Reviews piling up with no response tell patients your business couldn’t care less about them — you want to prove the opposite is true.
Tip 1: Have an internal process in place to deal with a negative review
- First question, is the reviewer, in fact, a patient?
- Discuss details with your staff or provider who treated the patient
- Try to resolve issues OFFLINE. Do not discuss details with the patient online due to possible HIPAA violations.
- Have a standard response ready. For example:
“Thank you for your feedback. We promise to fix the problem internally and will contact you directly for resolution.”
Tip 2: Offer options to ease their concerns and show you care. For example:
- Refund their money. Use your best judgment to determine if the issue was exceptionally awful enough to merit a full refund.
- Offer a discount for the next time they return. This increases the likelihood of the patient giving you a second chance.
- Promise to fix the problem internally. If you do this, list any specifics you can, such as who you will contact and when you expect the issue to be resolved. Again, be aware of any HIPAA issues.
Only after responding thoughtfully and providing a satisfactory solution should you consider asking the patient if they would remove their review (or update it to a positive one) — if they haven’t already done so on their own. Don’t push this, as it implies you only care about your brand image rather than your patients.
What’s the antidote for a bad review? Lots of great reviews!
Patient voices are the most powerful form of advertising. Collect new reviews from your patients on a consistent basis and eventually the positives will outweigh the negatives. Automated software like MCD Reviews makes it incredibly easy to get hundreds of new reviews on third-party sites, then promote the best ones across the web.
Negative reviews are an inevitable part of running a business, but with a solid review management strategy in place, your patients will do your marketing for you.
Article credit to Birdeye Growth Hackers
Why do healthcare providers need to pay attention to patient reviews? 77% of prospective patients use online reviews as the first step in choosing a physician. Reviews are the first impression patients get of your practice. Why patient reviews on review sites are important They contribute to a good online reputation Patients want a provider […]
Traditional patient surveys vs. modern patient satisfaction
Scientific market research really made a name for itself in the mid- 20th century, establishing many practices still in use today: questionnaires with non-leading questions, multiple-choice answers, anonymous respondents, all generating data used for extensive statistical analysis. With all the success large corporations and politicians have seen with market research over the years, most businesses implement these same practices without a second thought when trying to gauge customer satisfaction.
The trouble is, the advent of email and online survey platforms transformed the economics of patient questionnaires–it’s now cheap and practically instantaneous to ask your patients what they’re thinking. This means more surveys sent to each customer more often, which has led to ironic circumstances: the process of conducting customer satisfaction research often decreases customer satisfaction levels. But even this is difficult to determine since the percentage of survey respondents has dwindled to almost nothing: the average response rate for customer satisfaction surveys is about 10%. For patient surveys, this falls to lower than 10% on average.
Such a low average response rate means whatever results you are receiving are shaded by non-response bias: this refers to when the respondents’ opinions differ substantially from the non-respondents’. The lower the response rate, the higher the non-response bias. Of course, as a business, you want to know as much as you can about your patients. However, if your survey is too lengthy, patients won’t just get bored, they’ll assume that the survey was designed for corporate objectives rather than to improve their experience. Timing is another factor to consider: if you wait too long to send your survey, it won’t elicit a response relevant to the patient journey. It likely won’t elicit any response at all, as it interrupts the customer’s day-to-day life.
Reimagine the survey
To measure customer satisfaction accurately, you’ll have to embrace Customer Journey Thinking. Start from scratch, taking these key points into consideration:
- What is the patient’s goal? What needs must be met to reach this goal?
- What did they do right before? This affects how they will respond to an interaction with your practice.
- What will they do right afterwards? Understand how to best help them with later interactions.
- What will make them happy? They expect to be satisfied, but how can you go above and beyond their expectations to create a memorable experience?
With these questions in mind, plan the structure of your survey. How can you avoid being lengthy and irrelevant? By being concise and in-the-moment.
Keep your surveys as short as Millennials’ attention spans. 1-2 question surveys sent at critical touch points during the patient journey not only increase response rate, but enable proactive service. Reaching out when the patient is still thinking about your practice gives you time to remediate any problems they’re having and salvage the experience.
Once you start stacking up responses, use them to their full potential. Analyze more than just your scores; examine the driving causes behind them to learn where operational improvements can be made. With the right approach, your surveys can help both you and your customers tremendously. Don’t diminish customer satisfaction by trying to measure it. Instead, use customer surveys to engage with, understand, and optimize the customer experience, consistently.
Many of our clients use Patient Surveys and get very important feedback, good and bad, that can help our clients make improvements where they need to be made. So, surveys do work, you just have to know your patients.
Adapted from BirdEye blog.
With numerous opportunities to market healthcare practices (such as dermatologists, radiologists, plastic surgeons, and orthopedic surgeons), the primary social media platforms that will have an impact on your business are Facebook, Google+, and LinkedIn. These three tend to have the most impact on the healthcare profession than other outlets. In a poll by Pulse Digital Marketing, 51% of patients say that they feel more valued as a patient when doctors use social media, blogs, and other digital means to communicate. The poll also found that 41% said social media influenced their selection of a healthcare provider. However, directing the focus of your social media posts is really the key.
Facebook is the obvious choice for digital marketing, especially for healthcare professionals in B2C (Business-To-Consumer). Your target audience is looking for healthy living ideas, such as diet and exercise, to health education and events to videos from hospitals and healthcare providers just like you. Along with Facebook’s options to create display ads, and develop engaging posts, the ability to target specific users, it can also become the “voice of the patient”. You can select options like location, connections, demographics and interests. Here are some marketing benefit you can find for your healthcare practice:
- It is FREE and not much time is required to get started.
- Facebook provides a huge connected and targeted community. Why not try advertising on Facebook?:
- Connections: You have the ability to contact people who are connected to your event, app, or page. You can also connect with their friends, offering you a plethora of potential patients.
- Demographics: You can select the audience based on the demographic parameters you want, such as age, education, gender, and more.
- Interests: Find new patients based on their interests, hobbies, and pages that they already like on Facebook.
- Listening to interaction and feedback—sometimes, candid feedback—is extremely valuable to understanding the needs and wants of the customer/patient.
- It is excellent for search engine visibility and visitor traffic. With a PageRank of 1, creating a Facebook page and linking it to your website, blog, or other online accounts will help capture more traffic.
Obviously, there are more benefits to establishing your healthcare business on Facebook. Getting started on Facebook is easy, and will enable you to begin forming personal relationships with patients and other professionals.
Google+ should be in your arsenal of social media and can be a useful tool for marketing your practice. Google+ tends to be more about sharing ideas and content.
According to a 2013 Pew survey, one-third of U.S. adults who have ever gone online to try to figure out a medical condition they are dealing with – diagnosis, and 59 percent of U.S. adults say they went online in the past year to gather health information.
- Rise in the ranks: Participating in Google+ give you an advantage because the content you share has an “edge” against other stories. Everything you post on Google+ is automatically indexed by Google, significantly boosting your search engine results without any extra work.
- Your activity is amplified: As your following gets larger, content that is shared with your followers will also show up on those followers’ relevant Google.com searches. This helps keep your, say, dermatology practice on the top of followers’ minds.
- Be noticed in the crowd: Google+ allows you to create circles to group the people or companies you would like to follow. You can create custom circles, like Customers, Colleagues, Friends, Competitors, etc. without them having to ‘follow you back’. This will help you avoid sharing irrelevant content with people and tailor content you share to specific groups.
There are other advanced tools such as Circles, Communities, and Hangouts (Video chats…a webinar maybe?) that a healthcare marketer can utilize that will increase your visibility. I recommend that everyone that wants to promote themselves via social media familiarize themselves with all the tools at their disposal through Google+…there are many.
Over the past several years, the number of healthcare professionals on LinkedIn and their use of the platform have grown at an increasing rate. At the end of 2013, there were over 4.4 million healthcare practitioners, executives, channel followers, and opinion leaders on LinkedIn. It has over 332 million users and is a place where you can do professional networking. If you have been in business long, you know how crucial networking with others in your field or area is to stay abreast of the latest news, and create “referral” based relationships.
- Engage in groups by joining industry-specific groups that allows you to interact with potential patients and take part in discussions by posting to group forums.
- Creating Showcase Pages now allows companies that have unique aspects of their business with their own message to share, and a unique audience to share with. This LinkedIn page explains, “Showcase Pages allow you to extend your Company Page presence by creating a dedicated child page for those aspects of your business. Interested members can then follow your Showcase Page as they follow any Company Page”.
- Write “Influencer” Posts if you are a blogger. Linkedin announced its new blogging feature last year allowing anyone to become an “influencer”. However, to properly post the published posts they should be your own original views, not something copied and pasted from your company blog.
- Seek out recommendations and referrals by getting to know other healthcare professionals on the site. Then ask them to refer you to patients in need of your healthcare services.
Social media continues to expand and add tools to aid in building professional contacts so establishing yourself as a trusted medical expert is only going to become more important over time. It is a unique way to market yourself and your healthcare business by choosing a variety of social media marketing tools in today’s fast-paced digital world. With the cost of healthcare rising, patients won’t hesitate traveling longer distances to get better treatment at a lower cost either.
Okay, your blog may not be “life-saving” but healthcare practitioners should realize that social media interaction is important to the longevity of a business even if they haven’t quite grasped the concept of user engagement. It is crucial to use technology and incorporate a variety of elements into your digital marketing strategy that go beyond social media. Successful practices need an interactive, mobile responsive website, and most importantly, a blog.
Why a Doctor’s Blog?
Blogs serve a number of purposes:
- It helps position you as an authority in your field, creating a demand for your expertise….creates trust.
- It increases your SEO and search engine results…builds exposure.
- It drives traffic to your site…generates revenue.
- It helps build your brand…builds exposure.
- It helps foster potential patient engagement…creates trust.
You can see the common theme and purpose points to generating revenue.
Why are these elements important?
The more content you contribute to your blog, the more your content is seen. This helps build your brand and drives patients to your site to see what else you have to offer. User engagement keeps patients focused on your expertise which translates into revenue and referrals.
Using your social media to drive traffic to your blog is key. The use of visuals and videos to enhance your message also keeps visitors engaged along with fresh, unique content. If you don’t write then hire a writer to enhance your message through specific keywords in your content.
A blog opens up an entire world of possibilities where you can link to other trusted experts which establishes a professional network of resources. The more valued information you disburse, the more your brand will grow.
The trick to effective business management is to become an expert through the use of your engagement vehicles. Interesting, relevant content goes a long way. Visitors enjoy being able to get first-hand information and responses from your practice rather than going through red tape. The more effective you are at communicating with your visitors, the larger your reach and impact.
So get out there and blog.
I have noticed that I recently lost “Likes” on my Dermatology Facebook page. Why are my fans “unliking” me?
It is not just happening on your Dermatology Facebook page. It is happening all across Facebook.
Facebook rolled out a new policy on March 5, 2015 to update how Likes are counted and to make Likes more meaningful. Facebook provided the following explanation: “We’re updating the way Page Likes are counted by removing memorialized and voluntarily deactivated accounts. Over the coming weeks, Page admins should expect to see a small dip in their number of Page Likes as a result of this update. It’s important to remember, though, that these removed Likes represent people who were already inactive on Facebook.” Read more on their Page Likes update.
Facebook cites two key benefits:
- Business results: Removing inactive Facebook accounts from Page audience data gives your business up-to-date insights on the people who actively follow their Page and makes it easier for businesses to find people like their followers through tools like lookalike audiences.
- Consistency: Theye already filter out likes and comments generated by deactivated or memorialized accounts from individual Page posts, so this update keeps data consistent.
So, although you might see a dip in your page Likes, ultimately, it will benefit everyone and give you more accurate insights into your audience.
The Google Mobile Friendly update launched recently (or appropriately named #Mobilegeddon ). The mobile friendly update will potentially give a ranking boost to mobile-friendly pages in Google’s mobile search results. If you took a look at your website’s Google Analytics you would probably find that more than 50% of your visitors are now using mobile devices such as smartphones and tablets (1).
More often than before, people are searching and surfing the Web from mobile devices — around 60 percent of online traffic is now generated by mobile devices, according to a report published in mid-2014 by research firm ComScore. (2)
- Affects only search rankings on mobile devices
- Affects search results in all languages globally
- Applies to individual pages, not entire websites
If you’re not sure what “mobile friendly” means, take out your mobile device (i.e. Iphone, Ipad or other smart phone) and enter the web address of your practice into the search bar. How does the site look? Scrunched, too small to read? Does it force you to pull, pinch, scroll, and enlarge? If it is mobile optimized it should be easy to read and navigate as you scroll down.
So what does this mean for your business? The more mobile-friendly the site, the higher it will likely appear in the search results.
How do I know if Google thinks a page on my site is mobile friendly? Individual pages can be tested for “mobile-friendliness” using the Mobile-Friendly Test.
Don’t worry, all new websites developed along with our partners are mobile friendly and will meet Google’s new mobile friendly standard.
1. According to a study of 100 top mobile properties by Branding Brand, search accounted for nearly half of all smartphone traffic (43 percent) in Q1 2015, up 5 percent from the prior quarter. In addition, organic search produced 25 percent of all revenue on smartphone-optimized sites.
Revenue Cycle Management
MedCo Data LLC
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