Transparency is a popular topic in healthcare because of changing patient behavior. Patients are becoming more like consumers in their process of choosing a healthcare provider. And one of the ways healthcare systems can be more responsive to consumer-savvy patients is to be more transparent.
On Thursday, April 28, SIM Partners and Binary Fountain co-delivered a webinar to share tips for how healthcare systems can be more transparent. “How to Win Patients through Transparency”, hosted by Amanda Bury, Managing Director, Healthcare, SIM Partners, and Andrew Rainey, VP of Sales and Business Development, Binary Fountain, discussed a number of ideas, including how being transparent means making details about your physicians more findable and visible through effective physician locator tools and patient ratings and reviews.
Amanda and Andrew explained the importance of acquiring and engaging patients in an era of consumer empowerment, which requires healthcare systems to build trust by providing an unprecedented level of transparency with their physician directories. Three key takeaways included:
Take Inventory of Your Physician Network
Do you have physician profiles for every single doctor in your physician network? In order for physicians to be visible when patients are looking in moments of need, you must first identify any missing profiles and create them. Then comes the shift to transparency. Adding star ratings to optimized physician profiles not only amplifies the patient experience, but also leads and guides them into making a decision in selecting a provider. More and more healthcare systems are finding that adding transparency in physician profiles is leading to patient conversion.
Assess the Transparency Level of Both Content and Your Location Data
In order to assess the transparency level of your content and location data, healthcare systems must identify any gaps they may have such as inadequate reviews, ratings, or missing information. The first step in this process is making sure all of your location data assets are being properly distributed across the local ecosystem. Having the correct name, address, phone number, and other physician information will not only help increase visibility, but will also increase transparency with patients knowing they can rely on the data and know it is accurate.
Make Patient Survey Data More Meaningful to the Patient
Transparency is an important factor in the overall consumer choice. Healthcare systems lose credibility if every review has a five star rating. The ideal average star rating is between a 4.2-4.5 on a 5 point scale. Once reviews are published, you need to stay on top of the survey data and establish key performance indicators. Doing so will help you actively monitor and improve from a search visibility perspective and overall marketing perspective. Reporting on success of survey data is important both internally and externally, to both patients and physicians.
Amanda and Andrew concluded with the following next steps:
- Ensure physicians profiles are visible to consumers in the “near-me” moments of need. Having physician star ratings and reviews will amplify the patient experience and guide patients during the decision-making process.
- Make sure your location data assets are being properly managed, distributed, and monitored across the local ecosystem.
- Establish trust with patients through more transparent physician pages that feature ratings and reviews.
The webinar was especially timely in the wake of a recently announced partnership between SIM Partners and Binary Fountain. To learn more about the relationship between location data health and transparency, check out The Healthcare Marketer’s Guide to Location Data Management or contact us.