Your Online Reputation The Difference Between

Bankruptcy and Prosperity

Jeffrey Segal, MD, JD

Disclosures

We’ve Come a Long Way

“Hitler should have burned this doctor, then I wouldn’t have to deal with this scum doctor…..“

Rating Sites: The Problems

• Anonymous posts:

Rating Sites: The Problems

• Doctors can’t fully respond

Rating Sites: The Problems

• Good Medicine is not always popular

What Patients See

Positions # 1-7

What Patients See

Positions # 1-3(only 3 returned)

What Patients See

Positions # 1-7

Online Reputation: Why Care?

1-star increase in Yelp rating = 9% increase in revenue

JAMAThe Journal of the American Medical Association

60%

Patients believe online reviews are

important

40%

Patients avoided seeing MD with

negative reviews

Online Reputation: Why Care?

Study* of 600 surgeons…

Online reputation correlates

with QUALITYPts increasingly validate

Friends/Family and Referring Provider recommendations

* Segal J, et. al., Online Doctor Reviews: Do They Track A Proxy for Quality of Care – Surgeon Volume? J Med Internet Res 2012;14(2):e50 , doi:10.2196/jmir.2005

thenewnormal

How Patients Look For and Find QUALITY

Category Keyword• Specialty + Location• “OB GYN Houston TX”

“Hybrid” Keyword• Company/Name + Location• “Susan Hardwick-Smith Houston TX ”

Branded Keyword• Name + Reviews• “Dr. Susan Hardwick-Smith Reviews”

APPOINTMENT

VIEW

CLICK

TYPE

Patients predominantly use this search method to find YOU

Collecting & Posting Pts’ Feedback

Feedback to MDs & Staff

eMerit Point of Service

+ OTHERS

Searching “OB GYN” + “Houston TX”

Where are pts clicking first?

Dr. Susan Hardwick-Smith Reviews

eMerit “Mapping” - Assessment of Online Presence

I

IIIII

IV

Center of Excellence

(-) C

onsiste

ncy

(+)

“Bankruptcy”

Quality of Interactions

Quanti

ty o

f R

evie

ws

ServiceRecovery

Invisible

mm/dd/yy

(-)

Tru

st

(+)

Adjusted Quantity: • Google Relevance, “Freshness”• Volume• Sentiment

What is the GOAL?

Mapping: >1 Year later!

0% 20% 40% 60% 80% 100%

0%

25%

50%

75%

100%

Beard, Lisa Brigger, KristinHardwick-Smith, Susan Jurney, Sara FrancesKelly, Claire Mason, ShaunnaOhlemacher, Jessica

Quality of Interactions

eQ

: A

dj

Qty_x0

00

d_o

f R

evie

ws

17

0% 20% 40% 60% 80% 100%

0%

25%

50%

75%

100%

Center of Excellence

(-) Consis

tency

(+)

Bankruptcy

(-)

Tru

st

(+)

Service Recovery

Invisible

Now with over 2300 reviews the practice AND its doctors

Strong presence Google Page #1 No difference between “new” and “veteran” doctors.

Newest doctors have flown out of the starting gate.

THE BENEFIT OF DEPUTIZING PTS TO POST REVIEWS

Which Neurosurgeon do pts choose?

23 ReviewsStar Rating: 3.3/5

>300 ReviewsStar Rating: 4.9/5

BOTH are talented doctors!

Same Practice & Specialty, Different Results!

23 ReviewsStar Rating: 3.3/5

>300 ReviewsStar Rating: 4.9/5

BOTH are talented doctors…

How success is measured (ROI)

B’s surgery scheduleA’s surgery schedule

Broadened Patient Catchment Area

The new normal, “Local2”

Dr. Stern:‑ Many found him online‑ Superior review

quantity/quality; trust‑ Low trust in other local

choices (limited reviews / poor reviews)

‑ Patients’ Results/Outcomes

Google Suggest

Google Suggest

2015: Gvmt Mandated Healthcare Reviews• Coming to a hospital near you….• HCAHPS• Press Ganey

2015: Gvmt Mandated Healthcare Reviews

Bardach’s study:

Conclusion: “Rater experiences for Yelp and HCAHPS may be similar, and that consumers posting ratings on Yelp may observe aspects of care related to important patient outcomes.”

* Bardach, N, Asteria-Penaloza R, Boscardin W, et al. Relationship between commercial website ratings and traditional hospital performance measures in the USA. BMJ Qual Saf. 2013; 22:194-202.

All You Need to Know

‑ Monitor what you patients are saying

‑ Don’t sweat an occasional negative

‑ Encourage your patients to tell the world