Managing your online presence

October 10, 2011

Managing your online presence involves more than just creating a Web site.

It is important to proactively manage your online presence and check the Web frequently to determine patient perception of you and your practice. Marketing a practice now includes:

"GOOGLE" YOURSELF

When referred to several doctors, patients often will make decisions based on the information they find online. Take a professional picture of yourself with a warm, smiling face, and provide a brief but comprehensive list of your credentials. Include your philosophy of how to treat patients, and make it patient-friendly. You may wish to include your hobbies or interests to make yourself more approachable. Profiling staff members is also a good idea.

Use search engine optimization so your name will appear first on search listings. Registering your Web site with the top search engines will help your name, with location and a map, to be among the first results to appear. You also don't want the first item that pops up on a search engine to be a negative rating. Check your online presence once a month and use any negative reviews to correct bedside manner, staff customer service, or office policies and procedures. Do not single out any staff member in meetings, but discuss negative reviews with problem-solving for change. Reward positive feedback, and make this process a part of performance reviews.