Transcript Short-term results of arthroscopic osteocapsular

Online Reputation Management
for Orthopaedic Surgeons
Christian Veillette M.D., M.Sc., FRCSC
Assistant Professor, University of Toronto
Shoulder & Elbow Reconstructive Surgery
University Health Network
Deputy Editor, Information and Communication Technology
Clinical Orthopaedics and Related Research
Email: [email protected]
Disclosure
My disclosure is in the Final Program
Book and in the AAOS database.
I have no potential conflicts
with this presentation.
Objectives
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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
What is online reputation?
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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?
Where on the Internet are you?
You Control
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Practice website/blog
Free/paid listing
Professional assoc sites
Published articles / press
releases
Quotes in news articles
Social media sites
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Facebook, Twitter
You Don’t Control
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Social media sites
 Facebook
 Twitter
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MD review sites
Blogs
Forums
Why is ORM important?
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Patients are online
Competitors are online
Future of your practice is online
You are only as good as your reputation
Health consumers online
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59% of all adults in the U.S. look for health
information online
80% of Internet users look online for health
information
 3rd
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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
Looking online for doctors common
http://www.pewinternet.org/Reports/2011/HealthTopics/Part-1/59-of-adults.aspx
It’s a
Reputation Engine
Growth of physician rating websites
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30+ physician rating websites exist in US
Top 10
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HealthGrades.com
Vitals.com
Yelp.com
YP.com
RevolutionHealth.com
RateMDs.com
Angieslist.com
Checkbook.org
Kudzu.com
ZocDoc.com
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/
http://www.jmir.org/2011/4/e95/
Do we really need to worry?
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Relatively few use hospital ranking and doctor
review sites
http://pewinternet.org/Reports/2011/Social-Life-of-Health-Info/Part-1/Section-4.aspx
RateMDs.com
The Good
The Bad
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
Don’t use “gag contract”
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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
Dealing with a negative online review
Don’t sue the patient
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.
http://www.kevinmd.com/blog/2011/05/doctors-sue-patients-negative-online-reviews.html
Steps to control your online reputation
Monitor
Mitigate
Manage
Monitor
Monitor what people are saying
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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
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Paid
Trackur (www.trackur.com) - $18/month
 Reputation.com (www.reputation.com/medical) - $99/month
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Monitor
Google Alerts
Include variations:
• Dr. John Smith
• Dr. John C. Smith
• Dr. John Smith, MD
etc.
Monitor
MyReputation
Manage
Manage your online presence
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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
10 tools/tips to manage your online presence
Manage
1. Get your own website
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Consider branded domain name
Manage
2. Google Places
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Registration is free
Good for practices/
sole practitioners
Show up on Google
Maps
http://places.google.com
Also: Yahoo Local (http://listings.local.yahoo.com/)
Manage
3. Professional Listing Sites
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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
4. Professional Organizations & Groups
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Name and web locations (sites, blogs, profiles, etc.)
are accurately listed
Link to their sites from yours
Manage
5. Create Linkedin profile
Manage
6. Create Orthopaedia personal space
Manage
7. Integrate Blog/Twitter/Facebook
Launch external blogs – Wordpress, Blogger, Tumblr
Manage
8. Share your videos/talks/photos
Create social media profiles
Manage
9. Review Physician Compare Sites
• Correct mistakes and false information
• Add professional achievements – awards & published articles
Manage
10. Paid AdWords listings
http://adwords.google.com
Manage
Should you hire an ORM company
http://www.topseos.com/rankings-of-best-reputation-management-companies
Manage
Where to start?
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ReputationFriendly.com
ReputationChanger.com
ReputationHawk.com
Reputation.com
ReputationManagers.com
ReputationManagementKings.com
IronReputation.com
ReputationManagementConsultants.com
ReputationManagementLLC.com
ReputationArmour.com
Mitigate
Mitigate your online reputation risk
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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
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 back
A 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
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
3. Let patients complain to you
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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
Summary
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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
QUESTIONS?