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Online Physician Reputation Management: Navigating and Succeeding in the New Era of Consumerism and Social Networking

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I presented recently at the Johns Hopkins Medicine Community Division Medical Staff Leadership Retreat along with Senior Vice President of Marketing and Communications to raise awareness of trends related to Physician Reputation Management. The presentation includes tips to physicians on how they could individually approach using limited resources and introduced a few additional resources and approaches which they might pursue. Afterwards, we followed with discussion of how the health system could approach with broad strategy.

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Online Physician Reputation Management: Navigating and Succeeding in the New Era of Consumerism and Social Networking

  1. 1. Social Media Issues: Navigating and Succeeding in the New Era of Consumerism and Social Networking Presented by: Dalal Haldeman, Ph.D., Senior Vice President, Marketing & Communications, JHM Aaron Watkins, Director of E-Strategy and Web Services, JHM 1March 28, 2014
  2. 2. Today: 1. The proliferation of technology and ratings 2. Tips for taking control 3. Discussion 2
  3. 3. Technology: The Good, The Bad, The Ugly 3 Source: http://www.huffingtonpost.com/2013/12/09/poll-women-technology-complicated-relationship_n_4395935.html
  4. 4. Technology: The Good, The Bad, The Ugly 4 Source: http://www.huffingtonpost.com/2013/12/09/poll-women-technology-complicated-relationship_n_4395935.html
  5. 5. Technology: The Good, The Bad, The Ugly 5 Source: http://www.huffingtonpost.com/2013/12/09/poll-women-technology-complicated-relationship_n_4395935.html
  6. 6. Factors Affecting Patient Choice of Health System 6 Source: A recent Vision Critical study surveyed 1,002 Americans about the influences that affect their choices in specialists and treatment facilities, and how they value their treatment. http://www.visioncritical.com/blog/3-factors-driving-patient-loyalty-in-healthcare-industry
  7. 7. U.S. News & World Report Best Hospitals Methodology • Reputation of Physicians (32.5%) • Survival Score (32.5%) • Other Care-Related Indicators (30.0%) • Patient Safety (5.0%) 7
  8. 8. Average Survival Score 8
  9. 9. Online Consumer Searches • 80% of internet users say they have researched a product or service online • But only 20% of internet users have consulted online reviews and rankings of health care service providers (i.e. doctors) and treatments 9 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.
  10. 10. Trends with online reviews and rankings 10 • 17% is approximately 33 million adults out of 240 million adults in the United States who have consulted online rankings or reviews of doctors or other providers • 4% is approximately 7.8 million adults out of 240 million adults in the United States who have posted a review online of a doctor 24% 16% 4% 18% 17% 4% 0% 5% 10% 15% 20% 25% 30% Consulted online reviews of particular drugs or medical treatments Consulted online ranking or reviews of doctors or other providers Posted a review online of a doctor Percent of Internet Users Who Consulted or Posted Online Reviews or Rankings 2010 (n=2,065) 2012 (n=2,392) Source: Pew Internet: Health Online 2013
  11. 11. Consulting reviews and rankings online, by age 11Source: Pew Internet: Health Online 2013 Pew Research Center’s Internet & American Life Project, August 7-September 6, 2012 Survey. N=3,014 adults and the margin of error is +/- 2.6 percentage points for internet users. 14% 21% 17% 10% 0% 5% 10% 15% 20% 25% Percent of Internet Users Who Consulted or Posted Online Reviews or Ratings of doctors or other health care providers, by age 18-29 30-49 50-64 65+
  12. 12. Consulting reviews and rankings online, by education 12 3% 9% 16% 27% 0% 5% 10% 15% 20% 25% 30% Percent of Internet Users Who Consulted or Posted Online Reviews or Ratings of doctors or other health care providers, by education No diploma High school grad Some college College grad Source: Pew Internet: Health Online 2013 Pew Research Center’s Internet & American Life Project, August 7-September 6, 2012 Survey. N=3,014 adults and the margin of error is +/- 2.6 percentage points for internet users.
  13. 13. Consulting reviews and rankings online, by annual household income 13 10% 14% 21% 25% 0% 5% 10% 15% 20% 25% 30% Percent of Internet Users Who Consulted or Posted Online Reviews or Ratings of doctors or other health care providers, by annual household income <$30,000 $30,000-$49,999 $50,000-$74,999 $75,000+ Source: Pew Internet: Health Online 2013 Pew Research Center’s Internet & American Life Project, August 7-September 6, 2012 Survey. N=3,014 adults and the margin of error is +/- 2.6 percentage points for internet users.
  14. 14. Top 5 Elements Influencing Perceived Value of care 14 Source: A recent Vision Critical study surveyed 1,002 Americans about the influences that affect their choices in specialists and treatment facilities, and how they value their treatment. http://www.visioncritical.com/blog/3-factors-driving-patient-loyalty-in-healthcare-industry
  15. 15. Examples of Doctor Review and Rating Sites 15
  16. 16. Business Models for Doctor Review and Rating Sites • Private or nonprofit sites that provide information at no cost to patients • Private ownership sites that charge a fee to patients to access information • Insurance company sites • Government sites provide information about the doctors licensed in their states 16Source: What Can You Learn from Doctors Ratings or Rankings Websites?
  17. 17. Potential Problems with Doctor Review and Rating Sites • Database isn’t kept updated • Doctor, staff member, or family member could be the person doing the rating (on sites that invite patient input) • Doctors with the same name (records get mixed up or patients may rank the wrong one) • Patients can be bribed • Little or seemingly no opportunity for the doctor to tell other side of the story 17Source: What Can You Learn from Doctors Ratings or Rankings Websites?
  18. 18. Taking Control of Your Online Reputation Bad News and Good News 18 First! The bad news: • You can not control the universe. • What’s on the Web is on the Web. The good news: You can create and inspire positive content.
  19. 19. Taking Control of Your Online Reputation Physicians’ Perception A survey of physicians found that: • Only 21% of Physician Executives believe that majority of U.S. patients consulted an online-rating site. • 69% of respondents acknowledged seeing what had been said about them online – 89% visited Healthgrades.com – 33% visited Vitals.com – 19% visited Angieslist.com 19 Source: Docs skeptical of online ratings, ACPE survey finds
  20. 20. Taking Control of Your Online Reputation Importance of Factors in Selecting a Physician 20 Source: http://jama.jamanetwork.com/article.aspx?articleid=1829975&resultClick=3 Survey Method: September 2012, nationally representative sample of US population, used the Internet-based Knowledge Panel, 2,137 respondents out of 3,563 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Accepts my health insurance Convenient office location Physician's years of experience Part of a trusted group practice Word of mouth (from family/friends) Referral from another physician Physician's rating on Web sites When selecting a primary care doctor for yourself, how important are physicians’ ratings on websites? (N=2,137, all percentages are weighted to approximate the US population) Very important Somewhat important Not important
  21. 21. Taking Control of Your Online Reputation It’s not all negative. It only feels that way. • 5% had rated a physician or wrote a comment online. Of that group – 54% posted a positive rating, – 29% a neutral rating, and – 19% a negative one. • The study suggests that more Americans might disparage their physicians online if they didn't fear repercussions. – 1 in 3 worried about their identity being disclosed. – 1 in 4 worried about the physician retaliating. 21 Source: JAMA, Public Awareness, Perception and Use of Online Ratings Sites, http://jama.jamanetwork.com/article.aspx?articleid=1829975
  22. 22. Taking Control of Your Online Reputation What Not to Do • Do not ignore negative comments. • Do not share details in your response. (Provide a contact for service recovery) • Do not get into a fight. You will not win. • Think twice about “burying” content through reputation management services. • Avoid litigation at all costs. 22
  23. 23. Taking Control of Your Online Reputation What Not to Do • Minnesota Supreme Court ruled against doctor • No proof of falsity or harm to doctor’s reputation • 4 years, more than $60,000 and hundreds of negative postings by followers of the story 23
  24. 24. Taking Control of Your Online Reputation Where to Allocate Resources & Energy 24 Review Sites Angie’s List DRScore .com Health Grades Social Media Faceb ook Twitter LinkedI n Review Sites Un-Owned / Earned Social Communities Earned / Semi- Owned Profiles on Health System or Practice Web Sites Owned
  25. 25. Taking Control of Your Online Reputation Don’t try to Control the Universe 1. Create one central source of truth. If you do one thing, do this. 2. Update selected review sites. 3. Close the loop on negative reviews. 4. Promote review site(s) strategically as the source for your reviews. 5. Consider whether a monitoring strategy is right for you.25
  26. 26. 26 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 Taking Control of Your Online Reputation 1. Create One Central Source of Truth • 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) • 2% began at a more general site (like Wikipedia) • 1% began at a social network site (like Facebook)
  27. 27. Taking Control of Your Online Reputation 1. Create One Central Source of Truth • Create one central source of truth. • Choose the highest performing web site that you can access. 27 Source: Google Analytics Annual Volume of Visits hopkinsmedicine.org 60% increase this year. Projecting 37 million visits!
  28. 28. 1. Mayoclinic.org 2. CancerCenter.com 3. ClevelandClinic.org 4. Hopkinsmedicine.org Taking Control of Your Online Reputation 1. Create One Central Source of Truth Hopkinsmedicine.org is the 4th most visited hospital/AMC web site in the world
  29. 29. Taking Control of Your Online Reputation 1. Create One Central Source of Truth Among a sample of 150 keywords, the number of hopkinsmedicine.or g keywords to rank on Google’s first page of results:
  30. 30. Taking Control of Your Online Reputation 1. Create One Central Source of Truth 30
  31. 31. Taking Control of Your Online Reputation 1. Create One Central Source of Truth • Update this profile with consistent, accurate information. • Details matter. – Follow standards for spelling and abbreviations. – Use your licensed name, and add your preferred name. – Make sure that the phone number listed can be used to easily get a referral or appointment. 31
  32. 32. Taking Control of Your Online Reputation 1. Create One Central Source of Truth 32 • Add engaging content – A written bio about your care – Another bio if you conduct research – Videos – PubMed citations – Links to articles on 3rd party sites • Promote your social brand if you have one that is professionally relevant (Twitter, LinkedIn, Facebook) • Link to your preferred review site(s) (more on this later)
  33. 33. Taking Control of Your Online Reputation 1. Create One Central Source of Truth 33 • Do you have a shortcut link? – E.g. hopkinsmedicine.org/david-eisele • Update every other web site that you have access to with only basic information and a link to this profile! • Promote this profile when you: – Speak – In everything you print and distribute • Update it every six months!
  34. 34. Taking Control of Your Online Reputation 2. Update Selected Review Sites • There are more than 50 review sites. • They are usually wrong. 34 Review of Physician Directories for Select JHM Faculty Members JHM Faculty Member JHM Directory US News (Source: Doximity) Lifescript HealthGrades Vitals.com Ucompare Healthcare ZocDoc RateMds Md.com Dr.Score Castle Connolly Healthcare Reviews December 2013 unique web visitors Doximity 144,311 13,409,616 (entire site) 5,985,320 2,237,386 958,267 941,697 374,760 337,958 68,389 12,211 589 Option to Claim Profile Yes Yes (by signing up for Doximity) Yes Yes Option to edit basic profile Option to Update Listing Yes No Steve Kravet 410-550-3350 (410) 550-5633 410-550-0100 (410) 550-0400 (410) 550-3350 (410) 550-3350 410-550-3350 410-338-3000 (410) 550-5633 Doctor not listed 410-550-0100 (410) 550-3350 4105500100 Doctor not listed No phone number listed Jenel Wyatt 240-912-2738 (410) 880-6132 301-604-5254 (301) 604-5254 301-990-3190 301-604-5254 410-604-6560 240-314-7080 410-874-1400 (410) 880-6132 Doctor not listed Doctor not listed (301) 604-5254 3016045254 Doctor not listed Doctor not listed Daniel Sciubba 410-955-4424 (410) 955-4424 410-955-5000 (410) 955-5080 (410) 616-7101 (410) 955-4424 410-491-8330 410-550-0465 Doctor not listed Doctor not listed No phone number (410) 616-7101 4104918330 Doctor not listed Doctor not listed Michael Blaha 443-997-0270 (410) 955-5000 Doctor not listed (410) 955-5080 Doctor not listed (410) 955-5000 Doctor not listed 410-955-5000 Not listed Doctor not listed Doctor not listed Doctor not listed Chris Wolfgang 410-933-7262 (410) 502-4194 410-550-0100 (410) 502-4194 (410) 550-0400 410-550-0100 410-955-6192 410-614-6818 (410) 550-0400 Doctor not listed 410-550-0400 Not listed 4105500400 Doctor not listed Doctor not listed
  35. 35. Taking Control of Your Online Reputation 2. Update Selected Review Sites • Focus on the highest performing/broadest impact first. – HealthGrades – Vitals – RateMD – Zoc Doc – Doximity – Google Places 35
  36. 36. Taking Control of Your Online Reputation 2. Update Selected Review Sites 36 • Update this profile with the same information that you added to your profile. • Details matter. – Follow the same standards for spelling and abbreviations. – Use your licensed name, and add the same preferred name. – Provide the same phone number – for easy referrals or appointments.
  37. 37. Taking Control of Your Online Reputation 2. Update Selected Review Sites 37 • Do not add a bio, videos or other highly engaging content. • Link to your profile, e.g. hopkinsmedicine.org/david-eisele
  38. 38. Taking Control of Your Online Reputation 2. Update Selected Review Sites • Your profile is now the center of your online universe. • Basic information is accurate everywhere. • And you probably know now which review sites have positive and negative reviews. 38
  39. 39. Taking Control of Your Online Reputation 3. Close the Loop on Negative Reviews Identify staff who may be available to support you: • Send links to negative reviews to trained staff – marketing, patient relations, administrative, etc. • They will publicly acknowledge the complaint. • They will privately resolve the situation whenever possible. 39 Hi XXX, We pride ourselves on our patient experience, and would like the opportunity to make it right. If you have patient care or safety concerns at The Johns Hopkins Hospital, please contact the Patient Relations Department at 410-955-2273 or email patientrelations@jhmi.edu.
  40. 40. Taking Control of Your Online Reputation 4. Promote Review Sites Strategically • Promote just one or two review sites that appeal to you. • Link to those reviews from your profile. • Ask your patients to write reviews and… Make it easy for them! 40
  41. 41. Taking Control of Your Online Reputation 4. Promote Review Sites Strategically Consider services that provide iPad, kiosk or other waiting room options to provide feedback. – Binary Fountain – Reputation.com – others 41
  42. 42. Taking Control of Your Online Reputation 5. Consider a Monitoring Strategy • Set up a Google Alert on your name. But don’t pretend that is enough. – http://www.google.com/alerts • Consider management services – Reputation.com – Health Care Consulting Group, http://www.hccg-inc.com/ • Check review sites regularly, especially the ones you promote! 42
  43. 43. Taking Control of Your Online Reputation 4. Promote Review Sites Strategically • The University of Utah has institutionalized the sharing of patient feedback. – Confirmed patient experiences – Established methodologies for data gathering and follow up. • Google Stars! Which encourage click- throughs to their profiles instead of other review sites. • https://healthcare.utah.edu/fad/ 43
  44. 44. Questions? • Dalal Haldeman dhaldem1@jhmi.edu 410-955-0071 • Aaron Watkins Aaron.watkins@jhmi.edu 410-502-9396 44

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