(e)Merging Practice Growth Trends:
The Value in Building a Multimedia Patient Experience Online
The patient experience online is ever evolving. There are new applications and social media
networking sites popping up rapidly.
This can be a good thing and a bad thing. It can be a good thing if you are involved
and participating in the online community, but it can be a bad thing if you
aren't active and not monitoring what patients are saying about your
practice. Patients are talking about
you, whether you are aware of it or not.
And as many of you have heard us say before, patients are no longer telling
their 5 closest friends and family members about their experience at the
doctor's office. They are now telling at
least 300 of their closest Facebook friends and Twitter followers.
There are a number of great monitoring sites that can be
used to keep up with what is being said about your practice online. Many use Google alerts, which is an email
alert system that notifies you when particular key words pop up about your
practice. When you find the conversation
join in! Remember to consider HIPAA
regulations when participating in the conversation. David Harlow, principal of The Harlow Group,
is a healthcare attorney that focuses on healthcare social media. If you need a refresher or would like more
information about using social media while remaining HIPAA compliant, his blog
is a great resource.
Creating the conversation
The value of creating the conversations online is building
engagement and patient relationships. Audiences
are engaged when they are "liking" your Facebook posts, commenting on your
content, sharing your content, retweeting your tweets, sharing their own
testimonials on your page, and participating in the contests you host online.
Driving traffic to
your social media outlets
We've found that many practices get a lot of response out of
including QR codes in various marketing materials. QR stands for quick reference, it is a small
square barcode that you've probably seen on posters, business cards, post
cards, letters, or any collateral marketing materials. These bar codes are scanned using various
cell phone applications. Once the bar
codes are scanned by cell phone users, users are typically taken to a direct
link. Many link to Facebook pages,
twitter pages, or practice websites. QR
codes can also be used to allow patients to subscribe to newsletters, emails,
or text message alerts.
By finding the conversation, building conversations, and
driving traffic back to your social media sites, you can create an highly
engaged audience. When your audience is
engaged, you're building loyal patients that rely on you for your content for
Put it into Practice!
In June 2011, 14 million Americans scanned QR
codes on their mobile phones. Here are
some tips to integrate QR codes into your practice marketing plan:
Evaluate current marketing
materials for opportunities to place QR codes
Review your current marketing
plan for opportunities to integrate QR codes with special event that are going
on in your practice
Create a multimedia marketing
plan that will include online, mobile, print, and radio advertising and tie
them all together using QR codes
Continue engaging your patients
with valuable content
How does your Practice Measure Up?
With our exhaustive 130 point mystery
shopping review, you'll know the answer. Give us a call or
email Jamie today to discuss how our mystery shopping
services can ensure practice growth in 2011!