ky shsmd physician bio presentation 052115

Physician Bios…

May 21, 2015

Are they giving the right impression?

I mustache you a question…

Key Takeaways:

• Understand the role of physician bios and why they are important

• Learn tips for creating engaging physician bios

• Begin to build a plan for strategic execution

It’s a noisy world…

Each person consumes 15.5 hours of content a day… every day…

Rise above the riff raff…

AND showcase your uniqueness

Why it’s important…

• 72% of internet users say they looked online for health information within the past year (Pew Research Center)

• 77% of online health seekers start with search engines (Pew Research Center)

• 76% of patients were using hospital websites for research, compared to 32% using TV, 20% using magazines and 18% using newspapers. (Google)

Why it’s important….

• Good physician profiles help search engines (and new patients) find you

• 47% of the people who looked up a physician online felt differently after viewing their profile (Vitals)

• Having a care philosophy statement on doctor profiles converts healthcare “shoppers” to patients (HealthGrades)

Why it’s important…

• More than half of Americans focus on personality and relationship when choosing a physician.

• Just 29 percent said the delivery of care or the patient’s health outcome was most crucial.

(2014 survey from The Associated Press and the NORC Center for Public Affairs Research.)

Why it’s important…

Physicians are the gate keepers

Know, Like and Trust

Make it personal…1. Write in first person

Make it personal…

2. Tell a story

“After my fellowship here in 2004, as part of my service to the U.S. Army, I served for a year as a surgeon on a small trauma team in Iraq called the 2nd Armored Cavalry Regiment Forward Surgical Team.”

Make it personal…

3. Include philosophy of care

Make it personal…

Did you know?The human brain processes images

60K times faster than text!

4. The picture matters!

Make it personal…

5. Leverage VIDEO!

Video has 2X the Conversion Rate!

6. Include Ratings

94% of prospective

patients said reputation is important in hospital

selection (Google)

7. Include location/maps

8. Make it EASY!

Recap…

• Use first person – be HUMAN• Tell a story• Include philosophy of care• The picture matters!• Leverage video• Include reviews• Include location• Make it easy to convert

Ok, let’s meet…

The moment of truth…

I like you!

I TRUST you…

Getting started…

• Prioritize – launch in phases• Audit existing content – RECORD • Create a Communication Strategy – why are we

doing this, what to expect, and accountability• Execute – curate, write, review, publish• Scale for different platforms/audiences

Case Study – El Camino Hospital 2,000+ physicians

Case Study – El Camino Hospital

Audit & Prioritize

A few more tidbits…

A few more tidbits…

• Of patients who found physicians and private practices on their mobile devices, 44% scheduled an appointment

• 51% of patients say they feel more valued as a patient when doctors use social media, blogs, and other digital engagement outlets. (Pulse Digital Marketing)

Questions? Comments?

37

Contact InformationKirsten Leckykirsten@writergirl.com(513) 582-1176www.writergirl.com