I'm OK, You're OK! But that's not what it says online

So, as a professional many folks are not used to Internet boos and cheers.  Physician review sites such as Vitals.com, HealthGrades.com and DoctorScore.com give patients the chance to let the world know what they think about the doctor, the office and the staff.  Ignoring bad online reviews won't make the comments go away. Instead, respond online and address the issue at the review site and on the clinician's social media site. 

For example, say the office staff noticed a patient post about an unhappy experience at the clinic. In response they can post an apology about the negative experience, and note how the office addressed the issue.  If a doctor or clinic doesn't respond, the negative perception will dominate the online conversation.  Its important to create a personal brand that reflects what the offices wishes the public to know about them.

If on Facebook, have patients directed to the practice's Web site by linking to it from the social media site. Include any awards or patient reviews on the Facebook page.  Don't forget about Press Releases about disease states, special health months or practice expansions.   It's a free way to advertise the great things about the practice, and can get the attention of local reporters for future stories.  Be sure to copy all releases to the Facebook page as well.  Consider having physicians blog.  Put the links to the blog on social media sites, the practice Web page, and perhaps even Twitter.  Make sure to include photos of the office, the street view of the practice and a map to give patients a sense of where the office is located.

After the Facebook page has been active, ask patients and colleagues to become a "fan" of the page. Consider allowing visitors to leave feedback.   It may take a while to build up a clinic fan base, but here are tips to expand the group:

• In all print or email communication with patients, include a link to the Facebook page.
• Advertise the clinic Facebook page with Facebook ads. A practice can choose to  pay per click or per impression and no more. It's inexpensive and  guaranteed to be seen (unlike newspaper or print media), as only three ads are shown at a time.
• Create an easy-to-remember URL that directs visitors to the page, such as www.doctorpracticename.com/facebook.  Put the
 new URL on magnets, business cards and other handouts for patients.

Facebook may seem like a scary concept for many practices, but can increase visibility, help grow a practice and create a deeper relationship with patients.  Consider giving it a try!


Note:  The thoughts and opinions on Training Wheels are my own, unless otherwise referenced, and are to be food for thought.  If contemplating business changes, these blog posts are not a substitute for consulting your lawyer or accountant. I"ll bet you already figured that out, didn't you?