Track Me If You Can - Reputation Management, Unique Phone Appending and Google Analytics
•Download as PPTX, PDF•
1 like•326 views
Making sure you know what is working, from your traditional and digital media takes planning. Learn how a step-by-step implementation of reputation.com, ibbyphone.com and Google Analytics can give you a good understanding of where your marketing dollars are making an impact.
Recommended
Recommended
More Related Content
What's hot
What's hot (19)
Viewers also liked
Similar to Track Me If You Can - Reputation Management, Unique Phone Appending and Google Analytics
Similar to Track Me If You Can - Reputation Management, Unique Phone Appending and Google Analytics (20)
Recently uploaded
Recently uploaded (20)
Track Me If You Can - Reputation Management, Unique Phone Appending and Google Analytics
- 2. • 1999 – RateItAll.com, Deja.com and Epinions.com • By Jan 2000, 1,146,201 reviews • Doctors not reviewed until 2004 – RateMD.com • April of 2004 – 320 ratings • By June of 2004 0 534,999 ratings • 2008- Healthgrades.com and Vitals.com launch • Today 40-50 online physician review sites • 25% of US adults consulted online physician rating sites and more than 1/3 avoided going to a physician based on the review * • Recent study of 1425 family practice reviews in 3 metropolitan areas – found a high correlation between on-line quality measure and true quality measure ** *Source: Univ. of Michigan, JAMA, 5/2014 ** Source Center for Health Information and Decision Systems The Evolution of Review Sites
- 3. Initial Goal of Reputation Management
- 4. • Monitor reviews of potential physician practices we may be considering for purchase • Reward performers whose actions support the KPIs of the organization • Use negative reviews to support employee performance reviews • Identify service area issues so improvement efforts can begin • Increase positive reviews via invitations directed to recent patient’s • Bury old/bad reviews that may be inherited with positive reviews • Identify loyal patients that may be willing to participate in marketing efforts (case study, testimonial videos, brochure/print ads… ) What Else Can We Use the Data For?
- 5. • Step I – Listening • What are they saying today (Google Alerts, Me on the Web, Trackur, Brandseye, SocialMention ) • Step II – Finding a way to track, consolidate and allow us to see trends • Step III – Vendor review (cost, number of users, reports…) • Step IV – What are we going to review • Three hospitals • Consumer driven service lines/clinics like Breast Center, Wellness Center, • All employed physician practices (at a doctor level) • Step V - What will we do with the data Implementing a Reputation Management Strategy
- 7. Currently, in promotion phase doing emails to patients to solicit reviews, currently reviewing system that will allow for review building/posting directly to our website Listening Phase
- 8. New Option – National Research • Acquired Digital Assent here in Atlanta • Pulls patient satisfaction survey data and converts it to 5 rating system based on a Google’s algorithm used in the Google review system Theory is that you can convert written reviews in these surveys to ‘legit’ patient reviews, since these are already being done and the numbers far exceed the # of reviews being done to date for any one particular physician, you can bury the bad reviews and build a volume of reviews that contain narrative- closer to Yelp vs. Healthgrades
- 9. Example – from 19 ratings to 900 ratings
- 10. Best Practices for Reputation Management reputation.com
- 12. The Dilemma in 1922…..the Dilemma in 2015
- 13. Previously Success determined by “how did you hear about us” asks of callers”, direct mail response that tied to our CRM system analytics and gut!
- 14. Solution Desired How many leads are truly coming from EACH marketing vehicle.
- 15. The Solution • Implementation of a call tracking program • Utilizing unique phone # appends placed on all promotional vehicles or vehicle classes in some instances • All calls forwarded to vanity phone #’s assigned by service line
- 16. What We Track Today • Print ads • Community newsletter • Localized newspapers • Radio • TV • Direct mail • PPC ads • Banner ads • Community events • Mobile advertising • Social Media views/likes/comments… • Email response • Forms submissions • Individual Employed Physician Practice email promotions • Surgical Weight Loss • GERD/Acid Reflux • Joint Replacement (Hip/Knee) • Sleep Center • Lung Cancer • Doctor Talks • Classes 140 Unique Phone Numbers Assigned To Promotions for Key Service Lines All Phone Number Mapped To 404-501- WELL 404-501-TALK 404-501-RFLX 404-501-LOSE 404-501-LUNG 404-501-MYDR 25 smart click to call for PPC ads
- 17. Our Process
- 19. Google • Google Pay Per Click • Google Map/Google My Business • Dashboards that summary much of our activity (PPC, ibbyphone, webpage graphics, SEO…) • Newest challenge is Google’s Healthcare Knowledge Graphs • 400 procedures • In-depth consolidation so search delivers ‘answers to all your key questions’ in one search • Think With Google • Google Ventures shift to healthcare – 36% of $425M in investments in 2014 going to healthcare initiatives, versus 9% in 2013
- 20. Google Analytics Dashboard DASHBOARDS/SHARED • Cancer Care • Heart & Vascular • Heartburn Solutions Center • Hillandale Hospital • HR/Careers • ifbyphone Activity • Lung Cancer Screening • Main Site • Maternity • Orthopedics • Sleep • Surgical Weight Loss • Vanity URL actions • Video/YouTube DASHBOARD/PRIVATE - Dekalb Medical Physicians Group DMPG - Locations by GA - Ortho – sports team sponsorships - Breast Center Hillandale - Podiatry DATA POINTS PRESENTED • Total Sessions • Conversion Forms Viewed • Conversion Form Submitted • Form Fill Source • Ifbyphone by source • Demographics • Gender • Age • Traffic Sources
- 22. What’s Next???? • New Digital based CRM • Integration of all disparate vendors into one single platform • ifbyphone • Google Analytics • Email • PayPerClick (PPC) and banner advertising • New web platform that will deliver pages on demand based on marketing activity
Editor's Notes
- says he made an effort to make better eye contact and appear more attentive. A study in the Journal of Medical Internet Research found that online reviews were overall positive, with nearly half of the physicians getting a perfect ranking. "We found quite a striking difference between what physicians perceive about their ratings and what patients actually say about their doctors," says Guodong (Gordon) Gao, a professor of information systems at the University of Maryland and lead author of the 2012 study. In another study currently being reviewed for publication, Dr. Gao and Ritu Agarwal, co-directors of the Center for Health Information and Decision Systems, suggest online reviews are generally reliable indicators of patients' opinions. The researchers looked at 1,425 family-practice physicians in three metropolitan areas. Of these, nearly 800 had ratings at online site RateMDs.com. An outside company then surveyed more than 100 patients from each doctor's office using a standardized government questionnaire to rate impressions of physician quality. The two sets of results mostly reflected each other. "There's a fairly high correlation between the online quality measure and the true quality measure," says Dr. Agarwal. Gregg DeNicola, chief executive of Caduceus Medical, a 20-doctor family-medicine practice in Orange County, Calif., says his first dealings with online reviews were almost all negative. Fired employers who posted fake reviews, he says, and patients who wanted Vicodin when they didn't need it and vented online. "First we did what anyone would do, we just ignored it," says Dr. DeNicola. "Then new patients were actually canceling appointments because of reviews and we realized this could be more serious than we thought," he says. The practice decided to embrace online reviews. Its website asks patients to relate their experience. Staff members contact patients who have positive things to say, or who respond positively to in-office surveys, and invite them to comment on sites that include reviews of doctors, such as Yelp. Staff at Dr. DeNicola's practice monitor review sites daily and respond to negative reviews. Commenters are invited to contact the office about their problem. Dr. DeNicola says new patients are now coming to the practice because of positive online reviews, particularly with many people newly insured through the Affordable Care Act. The review sites are "helping us a lot," he says. "When we decided to quit ignoring it and embraced it, it totally changed the game."
- 1. Assess your image. "You need to know how the community perceives you," Ms. Fox says. Hospitals can survey the community and physicians to determine how they are perceived and then take steps to improve areas of weakness. 2. Give reputation management the attention it deserves. "Put as much emphasis on reputation management as you would on directing your most profitable service line," Ms. Fox says. Hospitals need to devote the resources necessary to constantly build and maintain a positive reputation. 3. Arm your employees. Hospitals should teach employees the messages they want delivered to consumers. Employees' passion for their hospital makes them ideal for communicating and spreading a positive reputation for the organization, according to Ms. Fox. 4. Build meaningful relationships. Hospitals should develop relationships with key stakeholders, including physicians, board members, community leaders and elected officials. "How you build, maintain and use these relationships is fundamentally important to having the reputation you want when it matters," Ms. Fox says. 5. Tell your story. Hospitals should constantly tell their story to stakeholders both in and outside the hospital to create a lasting impression on patients, physicians and the community at large. 6. Engage in online dialogue. "Gone are the days of you controlling all of the conversations about your hospital," Ms. Fox says. "Social media has seen to that. Make sure you are part of the online dialogue that's already happening about you." 7. Leverage marketing and advertising. Marketing and advertising initiatives support a hospital's reputation. A consistent brand and message is important for establishing a well-known, positive presence in the community. 8. Be ready for a crisis. "It takes years to build a reputation, and seconds to destroy it," Ms. Fox says. Hospitals need to be prepared for crises and develop protocols for reacting to crisis situations, such as a data breach or infection outbreak. Timely, transparent communication about the incident and actions to prevent a future incident can demonstrate a hospital's dedication to the community. "Handled well, a crisis provides an opportunity to show your true colors,"
- https://www.reputation.com/secure/business terri.whitesel@dekalbmedical.org blaked321
- www.ifbyphone.com 404.501.3423 deKgen1961
- www.ifbyphone.com 404.501.3423 deKgen1961
- www.ifbyphone.com 404.501.3423 deKgen1961
- www.ifbyphone.com 404.501.3423 deKgen1961
- www.ifbyphone.com 404.501.3423 deKgen1961