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nationalresearch.com
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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
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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
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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
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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
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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).
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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
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
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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