Reputation Management for Doctors

1. 12 CASE STUDIES
ABOUT PHYSICIAN REPUTATIONS &
ROI FROM INTERNET MARKETING
CASE STUDIES FOR DOCTORS, HOSPITALS,
SURGERY CENTERS, GROUP PRACTICES

2. METHODOLOGY USED
(Hospitals & Medical Practices)
HMCOE performs detailed market research about patient &
referring physician online behaviors.
 Analysis is supported by our data gathered over 11 years of
medical practice & hospital marketing
 Costs for market research are integrated into Ad-budget
HMCOE creates website content for specific patient &
referring physician demographics
HMCOE tests engagement on that content via targeted ads.
We test ROI using our analytics system & calls for new
patient appointments
WHAT DID WE FIND?

3. PATIENTS & REFERRING PHYSICIAN BEHAVIORS
Patients and referring physicians alike were leaving
client websites for “background” checks on:
#1 = Physician Ratings Sites
#2 = Google
Behavior Analysis:
In 2011, 10-15% of all website traffic was diverted
to Google (1-2% to physician rating sites)
In May/June 2012 – 80% of website traffic was
diverted (60% to physician rating sites)

4. What does that mean?
That’s a change of 65%
in a specific behavior in
less than 1 year!

5. FURTHER ANALYSIS
Once a visitor Googled the doctor with bad reviews
he/she was not coming back
Hospitals & Practices without a physician
locator/biographies were outperformed for new
patient volumes by centers of excellence that were
promoting their doctors and their expertise
ROI from internet improved while costs decreased
for campaigns with reputation management

6. Case Study #1
How one review can spell disaster for getting new
patient volumes
Could this review have been prevented if the doctor
asked for feedback during the follow up?

7. Disaster for the doctor - Case Study #1
It was quite unfortunate that this doctor commented
on this review, getting 5 new negative comments in
response.
Result: New surgical-patient volume dropped by 15
patients the following month

8. Case Study#2 –
(Nationally Recognized Hospital)
 Celebrates all their doctors and their sub-expertise
 Googl’ing 40% of their doctors shows below average statistics:
 Are 10 surveys from 2008 (that’s 4 years ago) representative of the
doctors’ several thousand procedures?

9. Solution - Case Study #1
Interested to learn how we were able to fix
these doctors‘ reputations?
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10. What do you need to Skyrocket your ROI
form the Internet?
Make the Call:
(646) 648 – 1355
Or email: linked@hmcoe.com