SPRING CONFERENCE 2015 A Marketing Goldmine Get Rich Quick With Patient Experience Data 1 nationalresearch.com
Consumers Ratings 2014 1992 1982 1979 1971 1966 1936 4 out of 5 Dentists recommend sugarless gum for their patients who chew gum 2 nationalresearch.com
BrightLocal, 2014 3 nationalresearch.com
BrightLocal, 2014 4 nationalresearch.com
Consumer Ratings in Healthcare 5 nationalresearch.com
Healthcare Today Becoming a consumer-driven business Being dragged into the reputation economy Patients love reading consumer reviews Consumer reviews directly impact revenue @andrewibbotson @NRC_Reputation #hctransparency 6 nationalresearch.com
88% of consumers say they read reviews to decide where they go BrightLocal, 2014 @andrewibbotson @NRC_Reputation #hctransparency 7 nationalresearch.com
56% of patients consider online reviews to be important or very important when selecting a new physician JAMA Feb 2014 Journal of the American Medical Association @andrewibbotson @NRC_Reputation #hctransparency 8 nationalresearch.com
72% of consumers say that positive reviews make them trust a provider more BrightLocal, 2014 @andrewibbotson @NRC_Reputation #hctransparency 9 nationalresearch.com
80% will change their mind upon viewing a negative review Digital Trends, 2012 @AndrewIbbotson @NRC_Reputation #hctransparency 10 nationalresearch.com
When it comes to selecting a doctor, which of the following do you trust the most? 63% Recommendations from people I know 42% Reviews from other consumers/patients 40% Doctor or hospital websites National Research Corp, 2015 11 nationalresearch.com
Opportunity for Health Systems 12 nationalresearch.com
Google Loves Reviews dr bob mann 13 nationalresearch.com
Search Results Position is Crucial 1 st Page of Google Search (10 results per page) 35.0% 30.0% Percent (%) of Clicks 25.0% 20.0% 15.0% 10.0% 5.0% 0.0% 1 2 3 4 5 6 7 9 10 Position on Page 1 of Google Search Results SearchEngineWatch, 2013 14 nationalresearch.com
Search Results Position is Crucial 1 st Page of Google Search (10 results per page) 35.0% 30.0% Percent (%) of Clicks 25.0% 20.0% 33% 15.0% 10.0% 5.0% 0.0% 1 2 3 4 5 6 7 9 10 Position on Page 1 of Google Search Results SearchEngineWatch, 2013 15 nationalresearch.com
Search Results Position is Crucial 1 st Page of Google Search (10 results per page) 35.0% 30.0% Percent (%) of Clicks 25.0% 20.0% 51% 15.0% 10.0% 5.0% 0.0% 1 2 3 4 5 6 7 9 10 Position on Page 1 of Google Search Results SearchEngineWatch, 2013 16 nationalresearch.com
Search Results Position is Crucial 1 st Page of Google Search (10 results per page) 35.0% 30.0% Percent (%) of Clicks 25.0% 20.0% 93% 15.0% 10.0% 5.0% 0.0% 1 2 3 4 5 6 7 9 10 Position on Page 1 of Google Search Results SearchEngineWatch, 2013 17 nationalresearch.com
Dr. Bob Mann Healthgrades Piedmont Website - 4.8 out of 5 - 3.7 out of 5 - 12 ratings * - 9 ratings * First 10 days of data Rate MDs Vitals - 2.5 out of 5 - 2.5 out of 5 - 4 ratings - 2 ratings 18 nationalresearch.com
Dr. Bob Mann Healthgrades Piedmont Website - 4.8 out of 5 - 3.8 out of 5 - 472 ratings - 12 ratings Rate MDs Vitals - 2.5 out of 5 - 3.5 out of 5 - 5 ratings - 6 ratings 19 nationalresearch.com
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Own Search for Your Providers dr bob mann 24 nationalresearch.com
Own Ratings for Your Organization cleveland doctors 25 nationalresearch.com
Search Results Position is Crucial 1 st Page of Google Search (10 results per page) 35.0% 30.0% Percent (%) of Clicks 25.0% Stars increase 20.0% 62% 15.0% click through rates by 150% 10.0% 5.0% 0.0% 1 2 3 4 5 6 7 9 10 Position on 1 st Page of Google Search Results 26 Catalyst Search Marketing – How Rich Snippets Can Improve Your CTR nationalresearch.com
Results 27 nationalresearch.com
Piedmont Profiles | By the Numbers 900+ Physician profiles live with 30 or more reviews 4.8 Average physician 27 rating Average number of comments 125 per physician Average number of ratings per physician 28 nationalresearch.com
Piedmont SEO Results 90% Of physician profiles with ratings rank 1 st in organic search Ranked 1 Ranked 2 Ranked 3 Ranked > 4 29 nationalresearch.com
Search Results Position is Crucial 1 st Page of Google Search (10 results per page) 35.0% 30.0% Percent (%) of Clicks 25.0% 379% increase 20.0% 62% 15.0% in monthly page views 10.0% 5.0% 0.0% 1 2 3 4 5 6 7 9 10 Position on 1 st Page of Google Search Results 31 By March 2014, monthly page views had increased nearly fourfold to 122,072 (from 32,144 in Jan 2013). nationalresearch.com
Piedmont Healthcare Case Study In 2014, Piedmont Healthcare went live with National Research Corporation’s Reputation solution and became the second hospital system in the country to embrace transparency by publishing verified patient comments online. Piedmont has experienced significant improvements as a result. IMPACT Increased Page Top Spot on Average Search Implementation Views Google Position Speed 585% 90% 1.2 2 months Consumers Physicians hold For piedmont.org From kickoff accessing the the #1 position in when searching meeting to physician Google Search by physician name system-wide directory (vs. 40% before) go live 32 nationalresearch.com
Sample Survey Questions 33 nationalresearch.com
Consumer Transparency Pioneers 34 nationalresearch.com
Ease of Implementation No effort or action required from your physicians or their staff to achieve 100% adoption 35 nationalresearch.com
Impacting Patient Experience 36 nationalresearch.com
Preparing for Transparency Encourage your doctors to Google themselves Ask to see your doctors’ survey results Compare satisfaction scores to online ratings Modify your survey to accommodate marketing 37 nationalresearch.com
Questions? nationalresearch.com
CGCAHPS Conversion to 1-5 Star Scale Question Response Scale Star Rating Conversion Question Response Scale Star Rating Conversion Yes, Definitely 5 Stars 10 5 Stars Yes, somewhat 3 Stars 9 4.6 Stars No 1 Star 8 4.2 Stars 7 3.8 Stars 6 3.4 Stars Question Response Scale Star Rating Conversion 5 3 Stars Always 5 Stars 4 2.6 Stars Usually 3.66 Stars 3 2.2 Stars Sometimes 2.33 Stars 2 1.8 Stars Never 1 Star 1 1.4 Stars 0 1 Star 4 n = number of responses Star Rating = 1 + ( 𝑜−1 ) × (𝑠 − 1) r = response number ex. Always = 4 Converted responses are averaged to calculate the overall star rating for each survey. Star Rating Assignment for Each Survey 1 - 1.49 Star Avg | 1.5 - 2.49 Star Avg | 2.5 - 3.49 Star Avg | 3.5 - 4.49 Star Avg | 4.5 - 5 Star Avg 39 nationalresearch.com
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