Creating a Meaningful Online Experience for Patients

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The Promote My Practice online marketing program is just one of the ways HCA Web and Social Media Services fulfills its mission to provide a delightful and meaningful experience online for our patients and potential patients. Aaron Clifford, the director of the web and social media team, shares his insight into the importance of building and maintaining a strong online presence for your practice and physicians.

Owning and promoting your practice’s and physician’s online presence is key to increasing patient volume growth.  Our department’s main mission is to create a meaningful and delightful online user experience for all of our patients and potential patients.  To provide a delightful and meaningful experience online for our patients and potential patients, it is important to have social media profiles claimed, the practice website updated, and the physician profile on the hospital website updated.

First, social media profiles must be claimed and updated with the correct information.  For example, if a potential or current patient finds our practice on Yelp, we want to ensure the information on that profile is correct and it is easy for the patient to click-through to our website or call our office.

Second, the practice’s website must be regularly updated.  If a potential patient or current patient visits our website, we want ensure we are properly serving them by having all the necessary information, such as, correct phone number, directions, insurance information, meaningful physician biographies, and stellar physician photos updated on the website.

Finally, practice managers and physicians need to own the physician’s profile on the practice’s affiliated hospital’s website.  I would encourage practice managers and physicians to visit the physician’s profile on the hospital website and verify the information.  If the profile has very little about the physician, the physician or practice manager should reach out to the marketing staff of the hospital and request the profile be updated.  Ensuring the social media profiles are updated, the practice’s website is updated, and the physician’s profile on the hospital’s website, will all lead to a more positive experience for our patients and potential patients.

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