Three Wise Dames

Marketing in the Life Science Industry

Physician, Google Thyself* Part I November 11, 2011

[Republished 11/11/11 to expand on an excellent post from Doximity Advisory Doard memberBryan Vartabedian, MD, is a pediatric gastroenterologist at Texas Children’s Hospitaland blogs at 33 charts]

This is the first in a set of posts designed to educate physicians on how their names are being displayed. The education should lead to an evaluation of their current situation and motivation for them to execute basic activities to manage their reputation on-line. Physician Google Thyself Webinar Video on Blip.TV

EDUCATE:

Excellent reputations spread via word of mouth (WOM) has been and is still the most valuable “referral” marketing tool for any physician’s practice. WOM reputations are spread from health care professionals and the family and friends of patients [1].

The transmission vehicle for WOM referral marketing has changed substantially with the widespread availability of the Internet. Rating and reviewing services for restaurants, dry cleaners, hair stylists and other service-based businesses have popped-up all over the Internet (e.g. Yelp). The ability to review service-based business has been added to map and phone directory listings and these reviews are displayed in search engine results (e.g. Google Maps displays reviews from InsiderPages and Yahoo Local).

In addition to general rating services, there are dozens of health care professional directories. These directories purchase lists from medical associations, state licensing boards, and other data aggregators. Clinical specialty organizations (e.g. American Academy of Orthopedic Surgeons) also publish physician locator services as a benefit of society membership (here’s a directory of directories from MedlinePlus). Healthcare systems, hospitals and insurance companies also maintain on-line directories of service providers in their networks.

The latest entries the internet community are the social media platforms—FaceBook, Twitter, YouTube, et Al. These new platforms provide patients with a “global soapbox” on which to tell their story and spread it electronically.

The challenge for health care providers is the lack of control of the content on these services and platforms. Of special concern is the protection of personal health information (PHI) defined by health care privacy laws (HIPAA) [2].

With the current marketing craze around social media, what is a trained health care professional to do? Being aware and managing your on-line reputation is mission critical to maintaining and growing your practice.

Next Up:  Evaluate your situation

Physician Google Thyself Webinar Video on Blip.TV

(C) 2010 eGold Solutions

*************

*Thanks Elizabeth Cooney for the great post title (July 08); great minds think alike.

[1] http://www.hschange.com/CONTENT/1028/1028.pdf

[2] http://mamedicallaw.com/blog/2009/10/19/social-networking-101-for-physicians/

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