Bill Rabourn, managing principal at Medical Consulting Group, says most ambulatory surgery centers don't do enough to market their physicians. Although he views ASCs as a place where physicians bring patients instead of patients searching out an ASC, Mr. Rabourn thinks there's a "balance" where surgical centers can still market their physicians. One of the marketing channels that is underutilized, Mr. Rabourn says, is the Internet.
"Most surgical centers don't do enough with their websites to promote their physicians," he says.
He offers the following five best practices for marketing ASC physicians online.
1. Include physician bios and photos on the website. Mr. Rabourn says it's very important for an ASC's website to include profiles of the physicians that include credentials, professional affiliations, education background and a picture.
"As patients, we want to know about our doctors," he says. "What they look like, where they were educated, and even a little bit about them personally. Personalizing and bringing it down to a consumer level is important."
2. Incorporate videos and photos of the ASC, treatment offered. "I think we all know the better the patient is educated, the better the patient will be from an experience standpoint," he says.
On its website, an ASC can put up virtual tours, detailed information about procedures as well as expert advice and commentary from the center's physicians. He also recommends splitting off the different specialties of an ASC to offer even more detailed information about procedures and treatments.
One of the things the Medical Consulting Group has done for clients is to create a virtual tour of an ASC as well as videos of procedures. This allows patients to see the physicians "in action" before they ever step foot in the center.
3. Link to physician's practice website. One important aspect of integrating a marketing plan with physicians is to make sure the ASC's website links to the websites of its physicians' practices and vice versa.
"One of the things the ASCs could do a better job of is linking back from the physician's website to the center website," he says.
This allows for a more seamless experience for the patient. Mr. Rabourn says to also include links to physicians' Facebook and Twitter accounts if they have them.
4. Adopt social media. "The one thing we don't see enough of and would like to see more of is pushing [information about the center and its physicians] into social media," he says.
People no longer get their information from telephone books, Mr. Rabourn says, and it's important for ASCs to be active in the places where people are going to look for information. This includes Facebook, Twitter and other social media sites.
5. Think of the bigger picture. Online marketing is not only a great way to attract and retain patients, but also as a way to attract new providers.
"This may be one way in which I say, 'Not only do we have a great facility, we can help educate your patients,' " Mr. Rabourn says.
If you can show a physician how your center can help him or her be successful, he says, you have a much better chance of that physician joining the group. Part of that is providing a hassle free process for referrals. A physician will recognize an ASC that provides patient forms, detailed directions, contact information and educational materials on its website will ultimately help deliver a great patient experience. And that's good for everyone.
Learn more about Medical Consulting Group
Related Articles about Marketing:
10 Best Practices to Market Colonoscopies
15 Points on Marketing for Ambulatory Surgery Centers
6 Essential Elements for Surgery Center Websites
"Most surgical centers don't do enough with their websites to promote their physicians," he says.
He offers the following five best practices for marketing ASC physicians online.
1. Include physician bios and photos on the website. Mr. Rabourn says it's very important for an ASC's website to include profiles of the physicians that include credentials, professional affiliations, education background and a picture.
"As patients, we want to know about our doctors," he says. "What they look like, where they were educated, and even a little bit about them personally. Personalizing and bringing it down to a consumer level is important."
2. Incorporate videos and photos of the ASC, treatment offered. "I think we all know the better the patient is educated, the better the patient will be from an experience standpoint," he says.
On its website, an ASC can put up virtual tours, detailed information about procedures as well as expert advice and commentary from the center's physicians. He also recommends splitting off the different specialties of an ASC to offer even more detailed information about procedures and treatments.
One of the things the Medical Consulting Group has done for clients is to create a virtual tour of an ASC as well as videos of procedures. This allows patients to see the physicians "in action" before they ever step foot in the center.
3. Link to physician's practice website. One important aspect of integrating a marketing plan with physicians is to make sure the ASC's website links to the websites of its physicians' practices and vice versa.
"One of the things the ASCs could do a better job of is linking back from the physician's website to the center website," he says.
This allows for a more seamless experience for the patient. Mr. Rabourn says to also include links to physicians' Facebook and Twitter accounts if they have them.
4. Adopt social media. "The one thing we don't see enough of and would like to see more of is pushing [information about the center and its physicians] into social media," he says.
People no longer get their information from telephone books, Mr. Rabourn says, and it's important for ASCs to be active in the places where people are going to look for information. This includes Facebook, Twitter and other social media sites.
5. Think of the bigger picture. Online marketing is not only a great way to attract and retain patients, but also as a way to attract new providers.
"This may be one way in which I say, 'Not only do we have a great facility, we can help educate your patients,' " Mr. Rabourn says.
If you can show a physician how your center can help him or her be successful, he says, you have a much better chance of that physician joining the group. Part of that is providing a hassle free process for referrals. A physician will recognize an ASC that provides patient forms, detailed directions, contact information and educational materials on its website will ultimately help deliver a great patient experience. And that's good for everyone.
Learn more about Medical Consulting Group
Related Articles about Marketing:
10 Best Practices to Market Colonoscopies
15 Points on Marketing for Ambulatory Surgery Centers
6 Essential Elements for Surgery Center Websites