SPRING CONFERENCE 2015 A Marketing Goldmine Get Rich Quick With - - PowerPoint PPT Presentation

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SPRING CONFERENCE 2015 A Marketing Goldmine Get Rich Quick With - - PowerPoint PPT Presentation

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SPRING CONFERENCE 2015 A Marketing Goldmine Get Rich Quick With Patient Experience Data 1 nationalresearch.com Consumers Ratings 2014 1992 1982 1979 1971 1966 1936 4 out of 5 Dentists recommend sugarless gum for their patients who

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A Marketing Goldmine Get Rich Quick With Patient Experience Data SPRING CONFERENCE 2015

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4 out of 5

Dentists recommend sugarless gum for their patients who chew gum

1979 1971 1982 1936 1966 2014 1992

Consumers Ratings

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BrightLocal, 2014

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BrightLocal, 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%

  • f consumers say they read reviews to

decide where they go

@andrewibbotson @NRC_Reputation #hctransparency
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JAMA Feb 2014 Journal of the American Medical Association

56%

  • f patients consider online reviews to

be important or very important when selecting a new physician

@andrewibbotson @NRC_Reputation #hctransparency
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BrightLocal, 2014

72%

  • f consumers say that positive reviews

make them trust a provider more

@andrewibbotson @NRC_Reputation #hctransparency
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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

  • f 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

Percent (%) of Clicks 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

Percent (%) of Clicks 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

Percent (%) of Clicks 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

Percent (%) of Clicks 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
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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
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Own Search for Your Providers

dr bob mann

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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%

Percent (%) of Clicks 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

4.8

Average physician rating

27

Average number of comments per physician

125

Average 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%

Percent (%) of Clicks 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 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

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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

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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 1 Star

Star Rating = 1 + (

4 𝑜−1) × (𝑠 − 1)

n = number of responses r = 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