Enhancing Your Practice's Revenue - California Orthopaedic ...

Wise practices first perform market research and brandassessment, instead of jumping to conclusions about theiridentity. A brand is a person’s perception of a product,service, experience, or organization. You may be surprisedat the gulf between how you interpret your brand versushow others do, and this difference may be a driving factorin your marketing pursuits, leading to better return oninvestment.After gaining insight, the next most absolutely essentialpiece of directed marketing is creating, supporting, and leveragingyour web site. It is the No. 1 way consumers firstget to know you and judge you. Used correctly, your website performs business and marketing functions. It presentsyour brand identity, communicates your services, acts as acustomer service tool, speeds up operations, recruits talent,and can be used to attract business.Neglected, it will work against you. For better or worse,people judge others by their looks, and if you look sloppy,disorganized, and incomplete through your materials, youwill be judged as sub par. The practice should always followironclad brand identity rules where all the visual elementsof the practice — collateral, web site, advertising, signage,— are cohesive and distinctive to your look. Your web siteis your “home base” that you use to judge interest in yourpractice, to convert visitors into new patients, and to serveas a type of “sales close” when they come to your web sitestimulated by other marketing programs, such as interactivecampaigns, promotions, and paid media.Most will find your web site not by knowing your dotcom address, but rather by searching for you throughGoogle or other search engines. You want to be found, soyour web site should be built, supported, and managed (aspecialty called “search engine optimization”) to attractquality traffic, called “organic search.”Another way to attract eyeballs on the web is “paidsearch” or online advertising. Here you purchase spaceon Google or other web sites with banner ads. You maypay for every time someone clicks on your ad or wheneverit appears on their web site. Your web site is like one mediachannel on a TV that has multiple millions of channels thatare controlled by multiple millions of people with differentgoals and behaviors. This has led to the rise of a widevariety of uses, such as blogging, wikis, mashups, contentaggregation, widgets, discussion boards, events, video, andhundreds of other concepts that pull people together forcommon goals and interests.Here we will look at the most useful elements of the webthat have significance for your practice: ratings and reviewsites, social media, and micro-blogging.Ratings and review sites have received a lot of attentionfrom physicians, who have disturbingly found themselvespublicly rated like a new restaurant or movie, on sites likeHealthGrades, Kudzu, Yelp, Rate MD, and at least 30 othersat last count. A patient who has a poor experience witha practice is now only a few keystrokes away from negativelyaffecting your reputation. This review may come upfirst on the list the next time someone searches your name,perhaps even before your web site. What can you do?• First, don’t panic. Physician rating sites have yet toachieve the popularity of other review sites.• Second, it is worthwhile to see what is “out there” onthese sites about your practice. There may be somelegitimate complaints that you need to address. Also,you will be prepared to respond to any other patient’sconcerns when you meet them about finding negativeremarks about the practice.• Third, consider encouraging positive postings fromsatisfied patients, which will have the effect ofoutweighing and pushing down negative reviews.Occasionally, if you can show a comment to be unfair orplanted, a review site will take it down.There are hundreds of social media sites, each with theirown niche and audience. For most people, “social media”equals Facebook, a web site where you create a profile andshare your thoughts and activities with all your friends whoare also on Facebook. Sounds simple, but it has grown tomore than 400 million active users, 50 percent who updatetheir status every day. More than 100 million check in withFacebook on their mobile phones. In this virtual universe,people are sharing their opinions of your practice … evenas they wait in your exam room.In the Facebook universe, one can set up a fan page of acompany. Here, you are running a web site that has newsand useful information about your practice. Anyone who“likes” your practice can indicate so on their Facebookpage. Thereafter, they will receive updates from your Facebookprofile. In other words, they ask to receive news fromyou, which they then automatically receive when you postnew information.Micro-blogging is a popular and surprisingly powerfulcommunication tool of the Internet that pushes out asmall message with a link to a web site for more informationabout the subject. As with Facebook, the people whoreceive this information have asked to get it. Twitter is themost popular of the micro-blogging sites, but there aremore than 100 others.Twitter can be used effectively to get the word out to aloyal and interested fan base. The key here, as with mostonline media, is not to be sending ads but instead sharinguseful information that evolves into a conversation and thedevelopment of a positive brand relationship between youand those who use and support your services.Note: unlike most paid media, the distribution costs associatedwith pushing your brand throughout the Internet42© 2011 American Academy of Orthopaedic Surgeons