(e)Merging Practice Growth Trends:

  September Update

  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. 

Finding the conversation

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 health information.

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!