ky shsmd physician bio presentation 052115

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Physician Bios… May 21, 2015 Are they giving the right impression?

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Page 1: KY SHSMD Physician Bio Presentation 052115

Physician Bios…

May 21, 2015

Are they giving the right impression?

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I mustache you a question…

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Key Takeaways:

• Understand the role of physician bios and why they are important

• Learn tips for creating engaging physician bios

• Begin to build a plan for strategic execution

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It’s a noisy world…

Each person consumes 15.5 hours of content a day… every day…

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Rise above the riff raff…

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AND showcase your uniqueness

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Why it’s important…

• 72% of internet users say they looked online for health information within the past year (Pew Research Center)

• 77% of online health seekers start with search engines (Pew Research Center)

• 76% of patients were using hospital websites for research, compared to 32% using TV, 20% using magazines and 18% using newspapers. (Google)

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Why it’s important….

• Good physician profiles help search engines (and new patients) find you

• 47% of the people who looked up a physician online felt differently after viewing their profile (Vitals)

• Having a care philosophy statement on doctor profiles converts healthcare “shoppers” to patients (HealthGrades)

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Why it’s important…

• More than half of Americans focus on personality and relationship when choosing a physician.

• Just 29 percent said the delivery of care or the patient’s health outcome was most crucial.

(2014 survey from The Associated Press and the NORC Center for Public Affairs Research.)

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Why it’s important…

Physicians are the gate keepers

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Know, Like and Trust

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Make it personal…1. Write in first person

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Make it personal…

2. Tell a story

“After my fellowship here in 2004, as part of my service to the U.S. Army, I served for a year as a surgeon on a small trauma team in Iraq called the 2nd Armored Cavalry Regiment Forward Surgical Team.”

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Make it personal…

3. Include philosophy of care

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Make it personal…

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Did you know?The human brain processes images

60K times faster than text!

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4. The picture matters!

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Make it personal…

5. Leverage VIDEO!

Video has 2X the Conversion Rate!

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6. Include Ratings

94% of prospective

patients said reputation is important in hospital

selection (Google)

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7. Include location/maps

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8. Make it EASY!

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Recap…

• Use first person – be HUMAN• Tell a story• Include philosophy of care• The picture matters!• Leverage video• Include reviews• Include location• Make it easy to convert

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Ok, let’s meet…

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The moment of truth…

I like you!

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I TRUST you…

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Getting started…

• Prioritize – launch in phases• Audit existing content – RECORD • Create a Communication Strategy – why are we

doing this, what to expect, and accountability• Execute – curate, write, review, publish• Scale for different platforms/audiences

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Case Study – El Camino Hospital 2,000+ physicians

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Case Study – El Camino Hospital

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Audit & Prioritize

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A few more tidbits…

Page 35: KY SHSMD Physician Bio Presentation 052115

A few more tidbits…

• Of patients who found physicians and private practices on their mobile devices, 44% scheduled an appointment

• 51% of patients say they feel more valued as a patient when doctors use social media, blogs, and other digital engagement outlets. (Pulse Digital Marketing)

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Questions? Comments?

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Contact InformationKirsten [email protected](513) 582-1176www.writergirl.com