Online Reputation Management for Orthopaedic Surgeons
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Online Reputation Managementfor Orthopaedic Surgeons
Christian Veillette M.D., M.Sc., FRCSCAssistant Professor, University of TorontoShoulder & Elbow Reconstructive Surgery
University Health NetworkDeputy Editor, Information and Communication
TechnologyClinical Orthopaedics and Related Research
Email: [email protected]
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DisclosureMy disclosure is in the Final Program
Book and in the AAOS database.
I have no potential conflicts with this presentation.
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Objectives To learn why online reputation
management is important To learn why Mutual Agreement to
Maintain Privacy forms are counter- productive
To learn how to monitor your online reputation
To learn strategies to protect your online reputation
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What is online reputation? Your Internet presence What people see when they “Google
You” Anything that appears in a SERP Your responsibility
You can be the driver of your online reputation or the passive recipient!
Which do you choose?
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Where on the Internet are you?
Practice website/blog Free/paid listing Professional assoc sites Published articles /
press releases Quotes in news articles Social media sites
Facebook, Twitter
Social media sites Facebook Twitter
MD review sites Blogs Forums
You Control You Don’t Control
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Why is ORM important? Patients are online Competitors are online Future of your practice is online
You are only as good as your reputation
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Health consumers online 59% of all adults in the U.S. look for
health information online 80% of Internet users look online for
health information 3rd most popular online activity
Most start with a general search engine, rather than a medical vertical
http://www.pewinternet.org/Reports/2011/HealthTopics/Part-1/59-of-adults.aspx
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Looking online for doctors common
http://www.pewinternet.org/Reports/2011/HealthTopics/Part-1/59-of-adults.aspx
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It’s aReputation Engine
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Growth of physician rating websites
30+ physician rating websites exist in US Top 10
HealthGrades.com Vitals.com Yelp.com YP.com RevolutionHealth.com RateMDs.com Angieslist.com Checkbook.org Kudzu.com ZocDoc.com
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Do we really need to worry?
We identified 33 physician-rating websites, which contained 190 reviews for 81 physicians. Most reviews were positive (88%). 6% were negative, and 6% were neutral. Generalists and subspecialists did not significantly differ in number or nature of reviews. We identified several narrative reviews that appeared to be written by the physicians themselves.
Despite controversy surrounding these sites, their use by patients has been limited to date, and a majority of reviews appear to be positive. http://www.springerlink.com/content/
90366h3012414001/
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http://www.jmir.org/2011/4/e95/
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Do we really need to worry? Relatively few use hospital ranking and
doctor review sites
http://pewinternet.org/Reports/2011/Social-Life-of-Health-Info/Part-1/Section-4.aspx
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RateMDs.com
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The Good
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The Bad
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Dealing with a negative online review
Don’t use will-not-review agreements
“Patient will not denigrate, defame, disparage, or cast aspersions upon the Physician; and will use all reasonable efforts to prevent any member of their immediate family or acquaintance from engaging in any such activity”- Mutual Agreement to Maintain Privacy form
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Don’t use “gag contract”
Prone to failure Legal precedent makes it unlikely that such
an agreement would hold up in court Doctors risk alienating patients and
encouraging spite-based online reputation attacks
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Dealing with a negative online review
Don’t sue the patient
http://www.kevinmd.com/blog/2011/05/doctors-sue-patients-negative-online-reviews.html
No matter what kind of merit he thought the case had, doctors who sue patients for online ratings are going to lose in the more influential court of public opinion.
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Steps to control your online reputation
Monitor
Manage
Mitigate
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Monitor what people are saying Conduct Google search on yourself once a month Develop a listening process Use alert service to inform you when name used
online Free
Google Alerts (www.google.com/alerts/) Socialmention.com Yotify.com
Paid Trackur (www.trackur.com) - $18/month Reputation.com (www.reputation.com/medical) -
$99/month
Monitor
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Google AlertsMonitor
Include variations:• Dr. John Smith• Dr. John C. Smith• Dr. John Smith, MDetc.
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MyReputationMonitor
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Manage your online presence Be proctive – brand optimize your
content to control the information others find
Maximize the number of search engine result pages (SERPs) that YOU control
SEO and social media push negative reviews down the results
Manage
10 tools/tips to manage your online presence
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1. Get your own website Consider branded domain name
Manage
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2. Google Places Registration is free Good for practices/
sole practitioners Show up on Google
Maps
http://places.google.com
Manage
Also: Yahoo Local (http://listings.local.yahoo.com/)
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3. Professional Listing Sites Sites that rank well +/- pay to be listed on Enter search terms that your patient or
referral sources use & see which sites are on top
Manage
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Manage4. Professional Organizations & Groups
Name and web locations (sites, blogs, profiles, etc.) are accurately listed
Link to their sites from yours
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5. Create Linkedin profileManage
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6. Create Orthopaedia personal space Manage
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7. Integrate Blog/Twitter/Facebook
Launch external blogs – Wordpress, Blogger, Tumblr
Manage
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Manage
8. Share your videos/talks/photos
Create social media profiles
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9. Review Physician Compare Sites
• Correct mistakes and false information• Add professional achievements – awards & published articles
Manage
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10. Paid AdWords listings
http://adwords.google.com
Manage
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Should you hire an ORM company
http://www.topseos.com/rankings-of-best-reputation-management-companies
Manage
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Where to start?Manage
ReputationFriendly.com ReputationChanger.com ReputationHawk.com Reputation.com ReputationManagers.com ReputationManagementKings.com IronReputation.com ReputationManagementConsultants.
com ReputationManagementLLC.com ReputationArmour.com
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Mitigate your online reputation risk
Review and respond cordially and respectfully
Encourage and incentivize positive reviews on multiple sites
Provide an easy way for those upset to file complaints on your site
Mitigate
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1. Review and respond Many review websites allow physicians to
display professional profiles use to defuse potential attacks & control your
reputation Post factual information to counter critiques Doctor patient confidentiality prevents you
from directly engaging online critics Can address common themes in a general
manner Long waits, slow responses, call backA creative, positive response exists for virtually any
criticism.When you do find content that addresses a genuine
shortcoming, use it as an opportunity to improve your practice!
Mitigate
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2. Encourage positive reviews
Highlight positive reviews, listing the source, on your site
Quote positive reviews, listing the source, on your patient intake forms or information brochures
Create a web address with links to most popular sites and provide card to patient
Create cards with different review site address for each day and provide to patient
Mitigate
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3. Let patients complain to you Provide easy way for patients to file
complaints on YOUR site Post a sign in your waiting area saying that
you value patient feedback - in person, by phone, by email or via website
Send follow-up emails encouraging patients to provide feedback
Provide patients with satisfaction survey in office or on website eMerit – Medical Justice
Mitigate
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Summary Use the right tools for you to
boost/control your online reputation Do not engage in any online activities
that may endanger your reputation Treat the development of your online
reputation as an integral part of your career and business strategy
Take your Internet presence into your own hands
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QUESTIONS?