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A Marketing Goldmine

Get Rich Quick With Patient Experience Data

SPRING CONFERENCE 2015

nationalresearch.com

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4 out of 5Dentists recommend

sugarless gum

for their patients

who chew gum

1979

1971

1982

1936

1966

2014

1992

Consumers Ratings

nationalresearch.com

3BrightLocal, 2014

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4BrightLocal, 2014

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Consumer Ratings in Healthcare

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Becoming a consumer-driven business

Being dragged into the reputation economy

Patients love reading consumer reviews

Consumer reviews directly impact revenue

Healthcare Today

@andrewibbotson

@NRC_Reputation

#hctransparency

nationalresearch.com

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BrightLocal, 2014

88%of consumers say they read reviews to

decide where they go

@andrewibbotson

@NRC_Reputation

#hctransparency

nationalresearch.com

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JAMA Feb 2014

Journal of the American Medical Association

56%of patients consider online reviews to

be important or very important when

selecting a new physician

@andrewibbotson

@NRC_Reputation

#hctransparency

nationalresearch.com

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BrightLocal, 2014

72%of consumers say that positive reviews

make them trust a provider more

@andrewibbotson

@NRC_Reputation

#hctransparency

nationalresearch.com

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Digital Trends, 2012

80%will change their mind upon viewing

a negative review

@AndrewIbbotson

@NRC_Reputation

#hctransparency

nationalresearch.com

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When it comes to selecting a doctor, which

of the following do you trust the most?

63% Recommendations from people I know

42% Reviews from other consumers/patients

40% Doctor or hospital websites

National Research Corp, 2015

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Opportunity for Health Systems

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Google Loves Reviews

dr bob mann

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Search Results Position is Crucial

0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

30.0%

35.0%

1 2 3 4 5 6 7 9 10

Perc

en

t (%

) o

f C

licks

Position on Page 1 of Google Search Results

1st Page of Google Search(10 results per page)

SearchEngineWatch, 2013

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Search Results Position is Crucial

0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

30.0%

35.0%

1 2 3 4 5 6 7 9 10

Perc

en

t (%

) o

f C

licks

Position on Page 1 of Google Search Results

1st Page of Google Search(10 results per page)

SearchEngineWatch, 2013

33%

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Search Results Position is Crucial

0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

30.0%

35.0%

1 2 3 4 5 6 7 9 10

Perc

en

t (%

) o

f C

licks

Position on Page 1 of Google Search Results

1st Page of Google Search(10 results per page)

SearchEngineWatch, 2013

51%

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Search Results Position is Crucial

0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

30.0%

35.0%

1 2 3 4 5 6 7 9 10

Perc

en

t (%

) o

f C

licks

Position on Page 1 of Google Search Results

1st Page of Google Search(10 results per page)

SearchEngineWatch, 2013

93%

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Piedmont Website

- 4.8 out of 5

- 12 ratings *

* First 10 days of data

Healthgrades

- 3.7 out of 5

- 9 ratings

Vitals

- 2.5 out of 5

- 2 ratings

Rate MDs

- 2.5 out of 5

- 4 ratings

Dr. Bob Mann

nationalresearch.com

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Piedmont Website

- 4.8 out of 5

- 472 ratings

Healthgrades

- 3.8 out of 5

- 12 ratings

Vitals

- 3.5 out of 5

- 6 ratings

Rate MDs

- 2.5 out of 5

- 5 ratings

Dr. Bob Mann

nationalresearch.com

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Own Search for Your Providers

dr bob mann

nationalresearch.com

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Own Ratings for Your Organization

cleveland doctors

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Search Results Position is Crucial

0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

30.0%

35.0%

1 2 3 4 5 6 7 9 10

62%

Perc

en

t (%

) o

f C

licks

Position on 1st Page of Google Search Results

1st Page of Google Search(10 results per page)

Stars increase

click through rates by 150%

Catalyst Search Marketing – How Rich Snippets Can Improve Your CTR

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Results

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Piedmont Profiles | By the Numbers

900+Physician profiles live with 30 or more

reviews

4.8Average physician

rating27Average number of comments

per physician 125Average number of ratings

per physician

nationalresearch.com

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Piedmont SEO Results

Ranked 1

Ranked 2

Ranked 3

Ranked > 4

90%Of physician profiles with ratings

rank 1st in organic search

nationalresearch.com

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Search Results Position is Crucial

0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

30.0%

35.0%

1 2 3 4 5 6 7 9 10

62%

Perc

en

t (%

) o

f C

licks

Position on 1st Page of Google Search Results

1st Page of Google Search(10 results per page)

379% increase

in monthly page views

By March 2014, monthly page views had increased nearly fourfold to 122,072

(from 32,144 in Jan 2013).

nationalresearch.com

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In 2014, Piedmont Healthcare went live with National Research Corporation’s

Reputation solution and became the second hospital system in the country to

embrace transparency by publishing verified patient comments online.

Piedmont has experienced significant improvements as a result.

Increased Page

Views

585%

Consumers

accessing the

physician

directory

Top Spot on

Google

90%

Physicians hold

the #1 position in

Google Search

(vs. 40% before)

Average Search

Position

1.2

For piedmont.org

when searching

by physician name

Implementation

Speed

2 months

From kickoff

meeting to

system-wide

go live

IMPACT

Piedmont Healthcare Case Study

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Sample Survey Questions

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Consumer Transparency Pioneers

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No effort or action required from your physicians or their staff

to achieve 100% adoption

Ease of Implementation

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Impacting Patient Experience

nationalresearch.com

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Encourage your doctors to Google themselves

Ask to see your doctors’ survey results

Compare satisfaction scores to online ratings

Modify your survey to accommodate marketing

Preparing for Transparency

nationalresearch.com

Questions?

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CGCAHPS Conversion to 1-5 Star Scale

Question Response Scale Star Rating Conversion

Yes, Definitely 5 Stars

Yes, somewhat 3 Stars

No 1 Star

Question Response Scale Star Rating Conversion

Always 5 Stars

Usually 3.66 Stars

Sometimes 2.33 Stars

Never 1 Star

Question Response Scale Star Rating Conversion

10 5 Stars

9 4.6 Stars

8 4.2 Stars

7 3.8 Stars

6 3.4 Stars

5 3 Stars

4 2.6 Stars

3 2.2 Stars

2 1.8 Stars

1 1.4 Stars

0 1 Star

Star Rating = 1 + (4

𝑛−1) × (𝑟 − 1)

n = number of responsesr = response number ex. Always = 4

Converted responses are averaged to calculate the overall star rating for each survey.

1 - 1.49 Star Avg | 1.5 - 2.49 Star Avg | 2.5 - 3.49 Star Avg | 3.5 - 4.49 Star Avg | 4.5 - 5 Star Avg

Star Rating Assignment for Each Survey