The following marketing insights are from Healthcare Pioneers, a healthcare innovation network, on their analysis of 11 years of marketing data for ASCs.
1. Patients and referring physicians search other physicians on Google. In 2012, 80 percent of website traffic was diverted to either Google or a physician-ratings website.
2. One negative rating online is enough to keep a patient from visiting a specific physician.
3. ASCs with information about each of their physicians got 90 percent more new patients than those without physician information online.
4. ASCs with information about each of their physicians and links to physicians' private websites got more new patients than those with only physician information.
5. Return on investment from internet marketing depended on physician reputations for advertisements about specific procedures. Running ads on patient education made patients far less likely to feel the need to check physician ratings.
6. Return on investment from radio marketing depended on how educational the advertisement was and how far patients would have to travel to reach the ASC. More than 10 minutes of travel time was associated with a 90 percent decrease in ROI.
More Articles on Turnarounds:
1. Patients and referring physicians search other physicians on Google. In 2012, 80 percent of website traffic was diverted to either Google or a physician-ratings website.
2. One negative rating online is enough to keep a patient from visiting a specific physician.
3. ASCs with information about each of their physicians got 90 percent more new patients than those without physician information online.
4. ASCs with information about each of their physicians and links to physicians' private websites got more new patients than those with only physician information.
5. Return on investment from internet marketing depended on physician reputations for advertisements about specific procedures. Running ads on patient education made patients far less likely to feel the need to check physician ratings.
6. Return on investment from radio marketing depended on how educational the advertisement was and how far patients would have to travel to reach the ASC. More than 10 minutes of travel time was associated with a 90 percent decrease in ROI.