track me if you can - reputation management, unique phone appending and google analytics
TRANSCRIPT
Reputation Management
&Tracking
• 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
Initial Goal of Reputation Management
• 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?
• 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
The Service Providers
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
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 systemTheory 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
Example – from 19 ratings to 900 ratings
The Dilemma in 1922…..the Dilemma in 2015
PreviouslySuccess determined by “how did you hear about us” asks of callers”, direct mail response that tied to our CRM system analytics and gut!
Solution Desired
How many leads are truly coming from EACH marketing vehicle.
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
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- WELL404-501-TALK404-501-RFLX404-501-LOSE404-501-LUNG404-501-MYDR25 smart click to call for PPC ads
Our Process
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
Google Analytics DashboardDASHBOARDS/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
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