As we’ve already covered, e-patients can be considered many things—engaged, enabled, equipped—but, above all, they are empowered. These patients take a hands-on approach to healthcare, harnessing the infinite reach of the internet to educate themselves and connect with providers. If you don’t have a great presence online, there’s a good chance these patients won’t find you at all. And […]
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E-patients, Part II: Sharing Expertise Helps Patients, Improves the Internet, and Empowers Your Practice
The name Dave deBronkart may not be familiar, but if you’ve been in practice at any point over the last decade, you’ve almost certainly been impacted by his experience. In January 2007, a routine shoulder X-ray revealed a shadow on deBronkart’s lung, leading to a diagnosis of metastasized kidney cancer. As an early adopter of […]
Ever since his plastic surgeon grandfather stitched up his tongue after a childhood bike accident, Dr. Adam Oppenheimer knew he wanted to be in the business. Raised in a family of plastic surgeons, Dr. Oppenheimer has watched his relatives build and run their practices the old-school way. Today, as a young surgeon ramping up his […]
Engaging, ubiquitous, and easier than ever to produce — is it any wonder that videos are essentially taking over online? Consider a few findings from Cisco’s latest forecast for online video content: Annual global IP traffic will surpass the zettabyte (ZB, or 1,000 exabytes) threshold in 2016 and will reach 2.3 ZB by 2020. Video […]
As previously discussed, researching how other aesthetic providers approach the market can be a crucial step in developing a marketing strategy that will help you beat them. On the other hand, even the most comprehensive competitive analysis is of limited value if the insights it reveals aren’t relevant to the market you and they are […]
If you’ve been in practice for any length of time, you’ve no doubt heard the old saying that healing is an art, medicine is a science, and healthcare is a business. If so, it’s also probably true that the first and second parts played a significant role in why you pursued the profession in the […]
News clips, movie trailers, and the never-ending streams that pop up in your Facebook feed, and you begin to understand why the folks at Cisco forecast that, by 2020, video will account for 82% of all consumer internet traffic. You don’t need a crystal ball to see why video matters to anyone promoting a medical practice. As new […]
Social media — it’s not just for posting vacation photos and connecting with old friends anymore. These days, social is also an increasingly important search tool as millions of people forgo Google and Bing in favor of information that’s been shared socially by people with similar interests. It’s called “social search” or “social discovery,” and […]
It’s often said that those who forget the past are condemned to repeat it, but the converse is also true: Those who fail to anticipate the future are destined to miss it. And, make no mistake, 2017 promises to be a year of extraordinary change in healthcare. At this point, most eyes are on the […]
As noted in last week’s post, understanding what factors influence search rank is key to ensuring that potential patients find your practice website: Fail to incorporate the signals that get Google’s attention and there’s a good chance the search giant will return results highlighting your competitors instead. The challenge, of course, is that ranking factors aren’t […]
Funny thing about Google: The search giant can find just about any website on the internet but if it “thinks” that you won’t like what it finds, it won’t show you. Page 1 or 100, search rank is all about sending the signals that get Google’s approval. Ever wonder what those signals are? The folks […]
In an era of unprecedented government gridlock, a hint of bipartisanship has emerged from a surprising arena: online reviews. Recently passed by the U.S. Senate — unanimously, no less — the Consumer Review Freedom Act officially prohibits businesses from using non-disparagement clauses, aka “gag clauses,” in an effort to forestall negative online reviews. The measure […]
Call it the content conundrum: Thanks to the internet, potential patients have access to a massive amount of information when researching procedures and providers — which means that practices that hope to attract them have no choice but to add even more content to the mix. And let’s face it, the more content from more […]
By now, almost every successful business owner understands the importance of maintaining a social media presence. Unfortunately, many may still be struggling to get it right: Consider some of the findings in a recent study by The Alternative Board, a provider of peer-to-peer advisory boards: 59% of small business owners believe social media is “nice […]
The email showed up in my inbox this morning. It was from my longtime doctor’s office and the subject line couldn’t have been more direct: Annual Physical Reminder. As you can imagine, it didn’t take a lot of internal debate before I opened it and clicked on the link to schedule an appointment. That’s the […]
Maps. They’re not just for helping patients get to your practice anymore. These days, successful practices use a different sort of map to figure out where potential patients are on their aesthetic journeys. They know that different patients take different paths to research and choose providers, and they use patient journey mapping to offer the […]
As noted in a recent post, letting patients self-schedule appointments online can turn lookers into bookers. Unfortunately, that still doesn’t guarantee that they’ll show up. According to the Harvard Business Review, such no-shows cost the U.S. healthcare system $150 billion way back in 2006, and it’s a safe bet that the figure has only climbed […]
Cosmetic surgery and urgent care: When it comes to patients’ decision journeys, you’d be hard-pressed to find two sectors that are more dissimilar. Re: the former, it’s not uncommon for patients to spend weeks, months, or years researching their options; for the latter, that “research” often boils down to jumping in the car and heading for […]
The review genie is not going back in the bottle. In fact, with more people putting more trust in online reviews, and more reviews showing up in more places, that bottle’s been shattered for good. As a just-released survey from BrightLocal notes, just 5% of consumers said they don’t pay attention to reviews when researching local […]
It’s often said that size matters — just not always in the way people think it does. Take aesthetic marketing, where big chains with multiple locations often seem to have a competitive edge because they can employ big-buck ad campaigns, celebrity spokesmodels, etc., to promote their services and stack the name-recognition deck in their favor. […]
- Patients Take Purchase Decision “Journeys” April 7, 2012
- Google Glass: OK in the Operating Room or not? July 25, 2013
- Patient-Centric Marketing: A New Old Concept July 23, 2012
- Facebook for Doctors: Being Liked Doesn’t Always Add Up February 19, 2012
- Doctors Should Enlist “Brand Advocates” to Promote their Practice June 20, 2012