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Impression-Marketing.com
RMGMAApril 9, 2015
Creative Ways to Build Revenue Utilizing
Digital Tools You Have Already
Impression-Marketing.com
Educate & Partner w/ Patients
Illness & Disease
Treatment Plan
Outline Costs
Impression-Marketing.com
Your Digital Presence Can Help
Let your website
do some of the
heavy lifting
Impression-Marketing.com
Improving your online presence helps you
Increase efficiency
Get paid faster
Achieve better outcomes
Impression-Marketing.com
Digital Tech Teaching Tools
At Troy Hospital in Michigan,
cancellation rates decreased
from
4.8% to 1.5% by having patients view
interactive education
Impression-Marketing.com
Low Hanging Fruit
Online Tools Most Have in Place
Already. But does it work?
Impression-Marketing.com
Online Bill Pay Experience
Already, I don’t see
online bill pay and
these locations are
confusing.
Impression-Marketing.com
Online Bill Pay Experience
I go to the other
website. No bill pay.
Portal doesn’t show bill
either
Impression-Marketing.com
Online Bill Pay Experience
I am on hold 20 minutes
to pay a $40 bill. How
many of these invoices
get put aside? Are you
presenting options
clearly?
Impression-Marketing.com
Why aren’t people paying their healthcare bill?
Not easy - Broken processes
Confusion - Not expecting the charge
No humans – Too much re-routing
Impression-Marketing.com
Outline the Steps For Patients
Go to website.comand use your billpay code
Click the large blue
billpaybutton
Enter your bill pay code
& follow instructions
Impression-Marketing.com
Educate with Content Marketing
• Blog posts
• Social media posts
• Whitepapers
• Infographics
• Email/newsletters
• Videos
• Webinars/Events
• Press Releases
• Mobile Apps
• Websites
Impression-Marketing.com
How Does Search Work?
How do you shop?
Do you call for a
brochure to be mailed
from the manufacturer?
Most likely, you start by
researching it on a
search engine
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How Do People Search?*
1. Cost/Insurance
2. Problems/Symptoms
3. Versus/Compare
4. Reviews
5. The Best
*Source: The Sales Lion
Impression-Marketing.com
How Many Search Health Topics?
of internet users in 2014 say they looked
online for health information within the past year
72%
Answer Questions in Blog Posts
*Source: The Sales Lion
While not healthcare, this
is a famous case study of
how a blog post (article)
generated a lot of revenue
Data from The Sales Lion
Increase in traffic due
to answering sleep
problem questions.
Appointments increase,
revenue increases
What are they asking?
can you eat apples and oranges in the days before a
colonoscopy?
colonoscopy preparation experience
is it safe to use Aleve before getting a colonoscopy
causes of rectal bleeding
is hemorrhoid surgery painful
advantages of daVinci robot colon surgery vs
laparoscopic surgery?
Data from Colon & Rectal Specialists and Orthopedic Service Line
Impression-Marketing.com
What are they asking?
what is kinder colonoscopy
can the use of oxygen cause rectal bleeding
arthroscopic bankart repair rehabilitation
best way to rehab shoulder post surgery
best knee surgeons in virginia
video of shoulder surgery
workman's comp and meniscus tear
what are the best earplugs to block water
Impression-Marketing.com
Results from Paid & Unpaid Education
*Impression Marketing Results
Educating patients using the blog and
handouts to provide information helped
Colon & Rectal Specialists meet their goals
Impression-Marketing.com
Insurance Leads to Appointments
Listinsurances
+ more
At bottom, put contact
form for new doctor
Result? Build new
doc practice
Impression-Marketing.com
My Mom Googles
She looks up her pain
complaint. Determines she
has an inflamed bursa and
takes two Aleve.
Even 80 year old women
use the internet to look up
health information
Impression-Marketing.com
Make Things Step by Step Easy
This visual reduced anxiety and helped patients
with antibiotic resistant infections succeed with
home health treatment
Impression-Marketing.com
Website Design & Development
They find the information
they want when they land
on a page that explains
treatment options
Impression-Marketing.com
Website Design & Development
They make an appointment
online or call for an
appointment
Impression-Marketing.com
Blog Post Funnel
Brainstorm Write CTA* Publish Track
How to write educational
articles and blog posts
*CTA = Call to Action. Phone or contact button
Impression-Marketing.com
Keep Patient Credit Cards on File
Your patients have theirs
on file at Amazon.com
Impression-Marketing.com
Credit Card on File
1. Make it a policy
2. Call patients before billing
3. Offer payment plans on cc
4. Get paid!
Impression-Marketing.com
Key Takeaways
• Educate patients. Start with online
articles/blog posts, makes sure there is a
CTA
• Keep a credit card on file
• Test digital systems like the portal and bill
pay and utilize them
• Pick one place to start
• Get buy-in from the doctors so it works!