what the patients want before they choose a doctor
TRANSCRIPT
What do patients want before they choose a doctor?
The role of social media
Pavel HilbertFounder & CEO
Estheticon.com / Estheticon.fr
Communication
Social media is:
"Websites and applications that enable users to create and share content or to participate in social networking.”
Communication2
• Social media lets people connect
• Patients want to hear directly from others with relevant experience
• Second opinions
an expert answer
Internet 2015?Real time
Interactive
Mobile
Video
Personalized
Decision journey of your patients
• It usually takes years• Fear• Very personal decision• Emotional, not rational• No professional insight• Hungry for information
DoubtDoubt HopeHope BelieverBeliever PatientPatientDenialDenial FearFear
Patient's perspective
• Concerns and doubt• Medicine is not an exact science• There are usually different
approaches to one problem• No doctor performs full spectrum of
treatments
1 in 4 patients doesn’t tell their significant other about their treatment (DE FR)
Source: Estheticon.fr / Estheticon.de / Estheticon.cz n=945
Forms of information
• Reviews• Answers• Before / After Photos • Video
• write, share, like, follow
90% of patients would not choose a doctor with no presented experience with the treatment they want
Source: Estheticon.fr / Estheticon.de / Estheticon.cz n=945
Best Before / After Photos
• not perfect• authentic• believable• published by your patients
#noPhotoshop
Do you find before/after photos believable?
Source: Estheticon.fr / Estheticon.de / Estheticon.cz n=945
Would you choose a doctor that doesn’t have
before/afters?
Source: Estheticon.fr / Estheticon.de / Estheticon.cz n=945
Patient reviews
•Doctor review• Treatment review
The new word of mouth
• Educate patients - Answer questions, publish videos, share expertise
• Get reviews - Make it easy for your patients to share their experience
• Publish Before / After photos
