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By Nicola Hawkinson, DNP, RN, RNFA, CEO of SpineSearch.The use of the internet within the field of healthcare continues to expand at a rapid rate. More and more physicians have created a "web presence" to attract and retain patients, and more and more patients are accessing physician webpages for their medical needs. By now it is evident that the internet is here to stay and will continue to influence the direction of healthcare for both providers and patients. Therefore it is necessary for your practice to launch an internet and social media strategy. The current use of the internet within the field of medicine is helping to empower patients and aide in the work of physician practices across the country. According to The Pew Internet & American Life Project, 35 percent of U.S. adults say that at one time or another they have gone online specifically to try to figure out what medical condition they or someone else might have. When asked if the information found online led them to think they needed the attention of a medical professional, 46 percent of "online diagnosers" said yes.
This Pew Internet Study (along with many other studies) helps to highlight the importance as to why spine surgeons must understand the importance and influence that a web presence can create for their spine practice. Whether you are considering creating your first practice website, or if you are a seasoned internet veteran; read on to learn four helpful tips on what to know about running your spine practice in the internet era.
1) Create a website for your practice. More than ever Americans are turning to the Web to seek information about health conditions and health providers. Adult patients are likely to turn to Google to search for a new physician in their neighborhood rather than opening up a phone book. If your office cannot be found on the internet how will a potential patient know that you exist? Therefore at the very least, it is important to have a website for your practice. In addition to using the internet as a telephone book for physicians; a website is part of the "validation" process for patients/potential patients. This means, if you have been referred or recommended to a particular practice, the next step is validating your decision to utilize that practice by conducting a search on Google. If a practice is not found on the internet a patient may choose to go to another practice that they have the opportunity to do some research on.
Utilizing a website that lists your location, hours of operations and services provided will allow new patients to more easily locate your practice and services on the internet. It is critically important that you promote your website through the use of Google Places, Google+ and LinkedIn. The reason for this is because your website requires inbound links to bring internet searchers to your practice's webpage. Google and Bing will not be able to find your practice or rank your website unless there are links leading to it.
It is important to have a website page dedicated to each physician in your practice. It should obviously contain education, professional certifications and clinical specialties in regards to medical conditions and commonly practiced procedures and treatments. Today more doctors are even adding personal information on their webpages including their interests such as: traveling, skiing, reading or World War II history. Believe it or not but a patient who is an avid skier or who is a World War II history buff may be more inclined to choose you as a physician if you both have similar interests.
Some additional things to consider adding to your website include: an online appointment scheduling tool and an emergency contact plan/phone number.
2) Educational portal. Creating an educational page on your website is another important aspect for your internet presence. Patients of all ages (including senior citizens) are turning to the internet to look up their ailments and conditions prior to scheduling an appointment with a doctor. Due to this you should create a section of your webpage that is dedicated directly to educating patients and potential patients about their ailments/diseases and your practices specific treatment options. Having an educational page will drive more people to your webpage that are looking for information, which could result in them booking an appointment with your office for care.
As mentioned it is important to have some educational material on your practice website. The reasoning for this is if your website does not include the words "Spinal Stenosis" then no one searching for "spinal stenosis treatment" in your geographic area will ever find your practices website on Google. You must include treatments offered and conditions treated in the content of your website.
This is especially important for spine patients who may be afraid to go to a doctor due to the fear of needing a complex and invasive spinal surgery. Typically the more informed a patient is about your practice, the physician and the details of all services and procedures; the more likely they will be to call you to schedule an appointment. It is also helpful to incorporate informational videos on your website about treatment/procedure options and expectations ranging from pre- to post-surgery. Utilizing social media platforms such as YouTube is a great way to post informational videos (read on to tip #3)
3) Utilize social media. Creating a social media presence is an important way to be visible for your current and future patients. Facebook is typically the most commonly used social media platform; therefore creating a Facebook page for your office is a great starting point. You can use your Facebook page to post updates on treatments, office hours, new physicians or the opening of a new practice. It is also important for the physicians in the spine practice to create a LinkedIn account. LinkedIn is a professional networking site which is a great way for physicians to market their practices and clinical expertise.
Industry leaders believe that Google+ is the most significant social media presence that can influence your search engine ranking. Although Google+ is currently underutilized, Google's commitment to the platform is clear for search results. Some other social media sites to consider using include: YouTube, Twitter, Google+ and pinterest.
4) Manage your online reputation. Have you ever taken the time to Google your name? You may be surprised at what you find! If you are surprised with the information, you can bet that potential patients who are researching you will be surprised too. Most Google users do not go beyond the first page of their search inquiry. Unfortunately you cannot request for Google to remove negative information from search results. However you CAN insure that your web presence is extensive and promotes your website and other websites which positively describe you and/or your services. Improving your ranking on a search engine takes time. You do not want to wait until a negative article becomes the top ranking page on a search for your name. Take control of your own online reputation.
If you have any unfavorable reviews, court cases or newspaper articles, they will pop up in a Google search of your name. In this case it may be time for you to hire the assistance of a reputation management company. A reputation management company will work with you to release periodic positive press releases about your work and your practice. Overtime the more unfavorable articles and review that you have will be pushed further and further back into the pages of a Google search. Most people who search on Google won't look at any information that is found beyond the first search page on-line.
Be aware that patients are more motivated to post a negative online review than they are to post a positive one. Online rankings of doctors is not going away, and by the very nature if a vitals.com or healthgrades.com, your ranking on these sites will tend to appear on the first page of Google. You must proactively work to encourage online reviews from satisfied and happy patients.
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