12 case studies about managing doctors reputations

12 CASE STUDIESABOUT DOCTORS REPUTATIONS

Case Study #1How one review can spell disaster for getting new patient volumesCould this review have been prevented if the doctor asked for feedback during the follow up?

Disaster for the doctor - Case Study #1It was quite unfortunate that this doctor commented on this review, getting 5 new negative comments. Result: New surgical-patient volume dropped by 15 patients the following month

Solution - Case Study #1Doctor subscribed to HMCOE’s reputation management & PRWithin 7 weeks he was able to gather 55 great reviews from hispatients, and caught one complaint before it was publishedWe combined updates to his website with profiles on 5 doctor-review sites where we published the new reviews.He now dominates 2 first pages of Google results for his specialty,and 10 pages for his name.Result, in 8 weeks his new surgical-patient volume increased by ~9patients per month – without spending ANY money onadvertisements.

Case Study#2 – (Nationally recognized Hospital) Celebrates all their doctors and their sub-expertise Googl’ing 40% of their doctors shows below average statistics: Are 10 surveys from 2008 (that’s 4 years ago) representative of the doctors’ several thousand procedures?

Solution for Case Study#2 – (Nationally recognized Hospital) 1 month Project to verify patient satisfaction 20 doctors used HMCOE service to gather patient feedback for internal purposes Of the 350 reviews, 90 were not-satisfactory From 90 reviews, 55 were directly aimed at the doctors. Quote: “I waited over 45 minutes for Dr. X” Quick fix: Hospital hired a nurse-practitioner to assist in patient- flow in the doctors’ offices. Cost for the hospital to verify patient experience: $4,000 Hospital now uses the service for all its operations, including vendor management

Case Study #3 - One bad review leads to “group mentality” What if that March review was never posted and was handledin real-time at the followup visit? Would others not join the “gang”

Same Doctor … Another review… Is it Credible? What kind of credibility does this have? Could it be an office staff member? How do you know it’s a true review?

Case Study #4 - Patients recognize the “brand” but Google the doctor they want to seeHMCOE ran a well-tracked Google advertising campaign for a 50-practice-group for 30 days with ads specifically highlighting the brand.The following month HMCOE ran advertisements specifically highlighting each doctor’s expertiseResult: 200% increase of new appointments.

Case Study #5 Increasing Out-of-Network patient volumeHMCOE ran a 2 month advertising campaign for a 3- surgeon Orthopaedic practice resulting in 40 new patients, 5 of which were out-of-networkWe followed up with a 1 month ad campaign specific to the newly improved reputation of each doctor for their sub-expertise (~30+ new reviews/doctor)Result: 12 more new out-of-network patients ~$7,000 surgeon’s fees per patient

ROIThat equals to 1766% ROI on a $4500 investment (just on the out-of-network goal at month #2) Total 2 month ROI=(profit-cost)/cost= 2111%

Reason for 2111% ROIEach Doctor had 30+ publicly- displayed positive reviews …from verified patients.

It’s about Patient DemographicsIt’s a known fact that if a person has $100,000+ salary and is within the 24-45 age group … 80% of this demographic Googles their doctors before scheduling an appointment and considers their social media presence as a “must” – Why?Because customer service & background checks matter to “educated shoppers” who pay out of pocket!They are also the ones with private insurance with out- of-network benefits.

Case Study #6: Are Employed Doctors Proactive?80% of hospital-employed doctors have never Googled their own names (based on our analysis of 3 hospitals with a total of 250 employed doctors)20% of doctors at these same hospitals have bad to awful patient reviews.Most of those poor reviews within past 6 months.

Case Study #7: Doctor’s Reputations versus where patients go for surgeryHMCOE analyzed one 700-bed hospital and #1 local competitor – a local ASC owned by 20 doctors with STELLAR reputations (without ANY brand recognition)It took 5 weeks for HMCOE to help 42 hospital-employed doctors raise their reputation levels.Within 1st month: advertising spend decreased by $60,000 and case volumes skyrocketed by 120%.During 2nd month: HMCOE continued highlighting sub- expertise of each doctor resulting in additional 30% increase in case volume.

Case Study #8 – Save your money!Another 50-practice-group spending $150,000 on internet advertising alone + city-wide billboards ($500,000/mo). They now own 80% of doctors within their specialty. Last year they spent $7.8Million on advertising.From the remaining profitable practices in the region 1% refused to join and have started to promote their reputations

Case Study #8 – (Continued)We helped 3 of the 40 independent doctors put together advertising campaigns based on their growing reputations.One of the 3 doctors shared with us his old Google Adwords campaign results: 1 new out-of-network patient for every $700 spent.His new conversion rate combining reputation platform and Google Ads – 1 new patient for every $300 spent. (Each patient on average brings $3500 profit to the practice. Savings per month - $4500)

Case Study #9 – Chiropractor (2 week time-frame)Gathered 15 reviews for his new highly profitable and highly effective all-natural therapyWithin 4 days of publishing them he got 3 NEW patients. All three commented about those reviews as the reason why they scheduled the appointment.Without any extra work… he received two calls from Pain Management doctors to work with their patients. Both commented about the reviews.

Case Study #10 – (Ambulatory Surgery Center - 15 doctors. 5 weeks time-frame)9 stellar-reputation doctors, 2 average, 4 sub-par highlighted as part of the same practice on public site22 reviews for the 6 sub-par surgeons were published within 3 weeksAt week Four, 33 additional appointments were scheduled equaling to $132,000 in surgeons’ fees alone3 complaints were managed. They were never published. 2 complaints turned into great reviews!

Case Study #11 – (Medical Spa with 2 plastic surgeons. 5 weeks time-frame)5 terrible reviews because of a failed Groupon “steal”Review-Site replaced their website’s position on Google resulting in 22 canceled appointments and no new- patient calls for 2 weeks straight, despite more than $15,000 in advertisementsAt week #3, they published 25 reviews to 10 different review sites where we updated their profiles resulting in 5 new calls the same week

Case Study #12 – Dental OfficeSpending $8,000/month on Google AdvertisementsDecreased Ad spending to $1500/month due to the enormous SEO boost of their website after 40 testimonials were published & the dentists finally Owned their name on Google.Got rid of a 1-800 “service” - $4,000/monthGot rid of 5 directory listings - $6,000/monthTotal savings for same new patient volume: $16,500/month – that’s $198,000 a year!

Customer Service Customer service at a hospital or practice is EVERYONE’s job, including the doctorEven coming in late once can affect a doctor’s and the practice’s reputationBut it’s about addressing those mistakes in real-time that make the difference in patient satisfaction.

Streamline Customer Service at Hospital / PracticeTraining per doctor about our technology – 2 minutesAsking a patient “Please write about your experience as it’s very important for me” … 3 seconds.A doctor showing his patient that he cares about their experience … Priceless.Earning thousands of positive patient experiences, controlling poor experiences, and having an extra accountability process streamlined? Brand Recognition

Save $Millions in Advertising CostsIf your doctors have stellar reputations and you understand the patient mind-set when looking for a new doctor (refer to slide #3) …  Do you think your conversion rates from Ad-Clicks / Radio/ Etc. to Appointments will increase?  Will you be able to get more of the patients that make your practice or hospital successful?  Will you be able to spread awareness about your top area of expertise faster and easier when you have hundreds of patient advocates on your side… working for you 24/7 (for free)?  Will you be able to gain recognition among your referring doctors if they see their patients’ comments about you?  What about the savings in promoting your Brand?

What do you need to Get Started?

http://www.healthcaremarketingcoe.com	2585
http://pinterest.com	3
http://translate.googleusercontent.com	2

12 case studies about managing doctors reputations

by Healthcare Marketing Center of Excellence on Jul 28, 2012

Accessibility

Categories

Upload Details

Usage Rights

3 Embeds 2,590

Statistics

12 case studies about managing doctors reputations Presentation Transcript