After moving to a new practice, Dr. Cesaretti updated and posted her physician profile on a free online directory, ratings and reputation management website. Dr. Cesaretti notes that she was careful to add biographical details, contact information and a link to her practice’s website. In addition, she optimized the profile by including keywords such as “prostrate treatment” and “radiation therapy for prostrate cancer” that potential patients were likely use when searching for a doctor and she paid a “nominal” monthly fee for a paid search listing to ensure her name appeared on the first page of organic search results.
Dr. Cesaretti says her online strategy has, “generated approximately one call a week from potential patients since August 2011. To date, eight to 10 of those individuals became patients, which means $6,000 to $40,000 in revenue per patient.” After seeing her results, her once skeptical partners have started to create online profiles as well.
Dr. Cesaretti goes on to say, every practice has a website, but simply having a website is no longer enough to attract new patients.
– Potential patients go online to search for the “best doctors” in their city and to see what other patients have to say about their interaction with the doctors. She spends approximately two hours a week monitoring her online reviews and asking patients to post reviews about their experience with her.
– Dr. Cesaretti tracks and monitors her online reputation to ensure the profiles and ratings perspective patients read about her are accurate.
– If a patient writes a negative review, she will often respond publicly. However, she is careful to protect the patient’s privacy and avoid getting into a public argument where everybody loses when responding to reviews.
For information about how your practice can increase its online marketing efforts, contact HCA Web Service’s Online Marketing and Social Media Strategist, Josephine Beeler at firstname.lastname@example.org.
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