Orthopedic Surgery Reputation Management Strategies: Building Trust in Your Care
POSTED ON:
Aug 21, 2024
Lauren Parr
Orthopedics, the medical field addressing musculoskeletal injuries and diseases, faces intense competition due to an aging population, high rates of orthopedic disorders, rising cases of degenerative bone disease, and an increase in road accidents. As a result, the global orthopedic devices market valued at USD 60.4 billion in 2023 is projected to grow at a compound annual growth rate (CAGR) of 4.3% from 2024 to 2030. This growth underscores both opportunities and intensifying competition within the field. So, orthopedic surgeons must stay ahead of emerging trends to meet the growing demands and remain competitive.
This is where reputation management for orthopedic surgery can create an impact. In the digital age, where information about healthcare providers is readily accessible, maintaining a positive online presence can be a critical factor in a patient's decision-making process.
A robust reputation fosters confidence among potential patients, making them more likely to choose a well-regarded surgeon from peers and former patients. This blog explores groundbreaking reputation management strategies for orthopedic practices, which aim to build a strong reputation that contributes to their practice's overall growth and success.
Strategies for Enhancing Orthopedic Surgery Reputation
Your orthopedic practice’s reputation reflects patient trust, referral rates, and overall practice growth. So, maintaining a stellar reputation is crucial to attracting patients and building trust within the community. Moreover, a well-managed reputation can increase patient retention rates, ensuring a steady patient base. Here are some online reputation strategies that help you build and maintain your credibility and success in a highly competitive healthcare landscape:
To make the most of online reviews, orthopedic practices should adopt strategic measures to motivate patients to share their experiences, which include:
Promptly Request Reviews: Asking for feedback right after the appointment or procedure helps patients remember everything and better summarize their experience.
Simplify the Review Process: Ensure to simplify your review process, as it can enhance the chances of patients taking the time to express their thoughts.
Highlight the Importance of Reviews: Communicate to patients that their feedback is invaluable for improving services and helping other potential patients make well-informed decisions.
2. Responding Proactively to Reviews
88% of consumers are likely to use a business that replies to all its reviews.
Therefore, maintaining an active presence in review platforms can be vital for fostering patient loyalty and attracting new patients. By addressing reviews promptly, you can show a dedication to engaging with your patients to address their concerns and improve your services. Leverage these tips to respond to reviews properly and promptly:
For Positive Reviews
Express gratitude to the reviewer for their valuable feedback.
Emphasize the positive remarks to demonstrate that you have thoroughly read and appreciated their comments.
While maintaining a personable tone, ensure your response remains professional and refrain from disclosing personal information about the patient.
For Negative Reviews
Thank the patient for taking the time to share their experience.
Acknowledge their dissatisfaction and express your regret for not meeting their expectations.
Address their concerns without being defensive or aggressive, maintaining a respectful and professional tone.
Outline any actions you intend to take to resolve the issue.
Encourage further offline discussion by inviting them to contact you via phone or email for a more in-depth conversation.
3. Creating an Impressive Orthopedic Surgery Website
In today’s digital age, a website often serves as the first point of contact between a healthcare provider and prospective patients. According to recent data, 75% of consumers admit to judging a company's credibility based solely on its website design. This highlights the importance of having a professional, user-friendly, and visually appealing orthopedic surgery website.
When designing an orthopedic surgery website, include these key elements to ensure it is both engaging and informative for visitors:
Patient Testimonials: Featuring real patient testimonials can enhance credibility and provide potential patients with details of successful treatments and positive experiences.
Before-and-After Images: High-quality before-and-after images can effectively showcase the results of treatments or services offered.
Certifications and Credentials: Displaying certifications, professional affiliations, and credentials can build trust and establish your authority in the field.
Engaging and Relevant Content: Post well-researched, informative articles, blog posts, and FAQs that address common questions and concerns. Ensure the content is regularly updated to reflect industry trends, news, and advancements.
4. Using Content to Establish Expertise and Authority
From July to December 2022, 58.5% of adults reported using the Internet in the past 12 months to look for health or medical information. As patients increasingly seek information online before making healthcare decisions, providing valuable and accurate content can significantly influence their choice of provider.
Orthopedic surgery practices can create various types of education content, including:
Blog Posts: Can address common health concerns, offer tips for maintaining wellness, or explain medical procedures in layman's terms.
Articles: They delve deeper into specific conditions, treatments, and the latest research findings, showcasing the practice’s expertise.
Informative Guides: Serve as comprehensive resources on particular health topics, providing in-depth information that helps patients make informed decisions.
By consistently producing high-quality educational content, you can position yourself as a reliable source of information, thus attracting potential patients while fostering loyalty and trust among existing ones.
5. NAP Consistency and Enhancing Google Search Presence
Consistent NAP information helps search engines accurately associate your business with its online presence, improving your search engine rankings. When search engines encounter conflicting information, they may struggle to determine your business's legitimacy and location, which can lead to lower visibility in search results.
According to a recent survey by Placeable, 73% of consumers lose trust in a local business if they find incorrect information. Additionally, 67% say they lose trust if they get lost due to faulty location information.
To ensure NAP consistency, orthopedic surgery practices must:
List Their Practice in Local Directories: Ensure your business is listed in reputable local directories such as Google My Business, Yelp, etc., to improve visibility.
Regularly Update All Online Profiles and Directories: Keep all your online profiles, including social media accounts, business directories, and review sites up-to-date with the latest NAP information.
Use Location-Specific Keywords in Descriptions: Incorporate location-specific keywords in your business descriptions to boost local search rankings and reinforce NAP consistency.
Utilize Tools to Monitor and Manage Online Listings: Leverage specialized tools such as Moz Local, BrightLocal, Yext, etc., to track inconsistencies, update multiple listings simultaneously, and ensure that your NAP information remains consistent across the web.
6. Utilizing Paid Searches for Instant Visibility
Paid advertising strategically places your ads in front of potential patients seeking orthopedic surgery and care. This can significantly enhance your online presence and patient acquisition rates.
Businesses generate an average of $2 in revenue for every $1 spent on Google Ads. This statistic shows the effectiveness of paid advertising in driving financial returns while boosting practice visibility.
Consider the various types of paid advertising for instantaneous results:
Pay-Per-Click (PPC) Ads: Appearing on search engine results pages (SERPs) or partner websites, PPC campaigns enable precise targeting based on keywords, demographics, and location. Advertisers incur a cost each time their ad is clicked. The most popular PPC platform is Google Ads.
Display Ads: Featuring images, videos, and interactive elements, these ads are shown on websites within the Google Display Network or other ad networks. Display ads are particularly effective for increasing brand awareness and retargeting users who have visited your site.
Social Network Ads: You can see them on Facebook, Instagram, X, LinkedIn, and Pinterest. These are targeted based on potential patients' interests, behaviors, location, and other demographics, enabling orthopedic practices to connect with a broader and more precise audience.
Mobile Ads: These are featured within mobile applications, websites, and search engine results. They can take the form of banner ads, native ads, and video ads. With the rising usage of mobile devices, these ads are essential for engaging patients constantly on the move.
Tips for Running Effective Paid Search Campaigns:
Determine the primary objective of your PPC campaign. Are you aiming to increase website traffic, boost conversions, or generate leads?
Identify keywords that are pertinent to your practice. Focus on long-tail keywords (they have lower competition and higher conversion rates), negative keywords (saves money while ensuring your ads don’t show up for irrelevant queries), and branded keywords (costs low and yields higher conversions).
Decide on the match type for your keywords. Broad match reaches the widest audience, phrase match ensures your ads appear for queries that include your keywords, and exact match will show your ad only for queries that match your exact keywords.
Write your ad using straightforward language, incorporating 3-5 keywords, a keyword tool, and a clear CTA.
Ensure your ad is mobile-friendly and monitor mobile search rankings.
7. Showcasing Skills Using Videos
Video is a powerful yet underutilized tool in healthcare marketing that offers unique opportunities to connect with patients. With over 3.3 billion digital video viewers worldwide, leveraging video content can significantly enhance patient interaction and education. Videos can present complex medical information in an easily digestible format, making it more accessible to a diverse audience.
To capitalize on the growing popularity of video content, orthopedic surgeons should consider producing a range of video types, such as:
Procedure Explanation Videos: These videos can simplify intricate medical procedures, giving patients a clearer understanding and reducing their anxiety about upcoming surgeries.
Patient Testimonial Videos: Sharing genuine experiences from satisfied patients can enhance trust and credibility, encouraging new patients to select your services.
Clinic Tour Videos: Virtual tours can introduce potential patients to your facility, helping them feel more at ease and welcomed before their initial visit.
Here are some guidelines for producing compelling video content:
Begin by researching your target audience to grasp their desires and requirements.
Identify the key information you wish to communicate and adjust your script to highlight the main points and significant issues.
Keep your videos concise and captivating, ensuring they provide valuable insights.
Regularly update your videos with new scripts to reflect the latest treatments, technology, and patient experience advancements.
8. Building Relationships Using Social Media
Social media platforms have become significant channels for individuals seeking healthcare information, advice, and recommendations.
According to a recent study, 41% of people said that social media influences their choice of a doctor, hospital, or medical facility. Being active on these platforms, orthopedic surgeons can build trust, disseminate valuable information, and foster a community that enhances patient engagement and satisfaction.
Here is how you can interact with patients on social media:
Post Educational Content: Consistently share informative articles, videos, and infographics that tackle common health issues, preventive strategies, and recent medical breakthroughs.
Collaborate with Other Professionals: Team up with experts to conduct live sessions and disseminate educational content.
Determine Your Patients’ Needs: Leverage surveys and open-ended questions to gain insights into your patients' needs and preferences and customize your services appropriately.
Advertise Your Practice: Promote your clinic’s offerings, special events, and health programs through well-crafted posts and advertisements.
9. Retaining Unhappy Patients
Ignoring patient dissatisfaction can lead to a decline in patient trust and an increase in attrition rates. Studies have shown that even a 5% increase in customer retention can result in a significant 25% profit boost. Orthopedic surgeons can foster stronger relationships and ensure long-term success and profitability by actively seeking and addressing patient feedback, streamlining processes, and enhancing patient care.
To transform dissatisfied patients into brand advocates, consider adopting the following strategies:
Educate Patients About Procedures: Precisely communicate about medical procedures to ease patients’ anxiety and foster trust, resulting in more informed and satisfied patients.
Offer Complimentary Appointments: Offering free follow-up appointments allows orthopedic surgeons to address concerns, monitor patient progress, and make necessary adjustments, enhancing patient perceptions and loyalty.
Showcase Results and Set Realistic Expectations: Utilize case studies, testimonials, and before-and-after photos to demonstrate the effectiveness of treatments. Moreover, setting realistic expectations about the procedure's outcomes can help prevent disappointments.
10. Building Strong Relationships with Happy Patients
Maintaining strong relationships with current patients is crucial, as their positive experiences can significantly drive new patient referrals. According to the Customer Service Institute, 65% of a company’s business comes from existing customers. When patients are satisfied with your care, they are more likely to share their positive experiences with friends, family, and colleagues. This organic form of promotion enhances the reputation of your orthopedic surgery practice and builds trust within the community, thus fostering better patient-provider relationships.
Here are a few strategies to maintain a strong connection with satisfied patients:
Sending Emails and Newsletters: Keep your patients informed and engaged by regularly sending emails and newsletters. This helps to strengthen the bond you share with them.
Engaging on Social Media: Actively participate by sharing useful content, promptly responding to comments and messages, and fostering a community where patients feel acknowledged and appreciated.
Encouraging Referrals and Repeat Visits: Create a referral program that rewards patients with discounts, exclusive perks, or future services for introducing new patients. Additionally, send reminders and be available to answer questions or provide clarifications, motivating patients to return.
Take Away
By integrating these digital marketing strategies into your marketing campaign, you can proactively manage patient feedback, address concerns promptly, and highlight positive experiences, collectively contributing to a stronger online presence. However, reputation management is not a one-time effort but an ongoing process that requires continuous attention and adaptation. This is where RepuGen, healthcare reputation management software, can help. RepuGen is designed to streamline your reputation management process, making it easier to monitor, manage, and consistently improve your credibility and trust. So, don’t wait anymore; just leverage RepuGen's advanced tools to ensure your orthopedic surgery practice’s long-term success and sustained growth.
Lauren Parr is the Cofounder and Product Director at RepuGen, a healthcare reputation management software. She is highly involved in all things RepuGen; marketing, sales, product development, etc. and truly enjoys every aspect of it.
