creative ways to build revenue and improve patient outcomes with digital tools

Impression-Marketing.com

RMGMAApril 9, 2015

Creative Ways to Build Revenue Utilizing

Digital Tools You Have Already


Practice Management

Why did you choose healthcare?


Patient Centered Means

Providing what they want

Providing what they need


The Patient Experience


The Patient Experience

Setting Expectations satisfies most patient

“wants”


How Patients Feel


Educate & Partner w/ Patients

Illness & Disease

Treatment Plan

Outline Costs


Your Digital Presence Can Help

Let your website

do some of the

heavy lifting


Improving your online presence helps you

Increase efficiency

Get paid faster

Achieve better outcomes


Digital Tech Teaching Tools

At Troy Hospital in Michigan,

cancellation rates decreased

from

4.8% to 1.5% by having patients view

interactive education


Low Hanging Fruit

Online Tools Most Have in Place

Already. But does it work?


Online Bill Pay Experience



Already, I don’t see

online bill pay and

these locations are

confusing.



I see it teeny tiny



I register. No bill.

Wrong bill pay?



I go to the other

website. No bill pay.

Portal doesn’t show bill

either



So I call to get to the

bottom of it and pay it



I am on hold 20 minutes

to pay a $40 bill. How

many of these invoices

get put aside? Are you

presenting options

clearly?


Why aren’t people paying their healthcare bill?

Not easy - Broken processes

Confusion - Not expecting the charge

No humans – Too much re-routing


Test It

Test the bill pay

system. Make it easy to

find and use.


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


Educate with Content Marketing

• Blog posts

• Social media posts

• Whitepapers

• Infographics

• Email/newsletters

• Videos

• Webinars/Events

• Press Releases

• Mobile Apps

• Websites


How Does Search Work?


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


How Do People Search?*

1. Cost/Insurance

2. Problems/Symptoms

3. Versus/Compare

4. Reviews

5. The Best

*Source: The Sales Lion


How Many Search Health Topics?

of internet users in 2014 say they looked

online for health information within the past year

72%


Content Marketing

Your patients are asking questions.

Are you answering?

Answer Questions in Blog Posts


While not healthcare, this

is a famous case study of

how a blog post (article)

generated a lot of revenue

$2,500,000.00

Off one-single

article


Educational articles

added to the website

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


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


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


Great Job of Educating Patients


How to Handle Cost Questions


Insurance Leads to Appointments

Listinsurances

+ more

At bottom, put contact

form for new doctor

Result? Build new

doc practice


Meet My Mom

She’s 80 years old


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


Make Things Step by Step Easy

This visual reduced anxiety and helped patients

with antibiotic resistant infections succeed with

home health treatment


Website Sales Funnel

It starts with research in a

search engine


Website Design & Development

They find the information

they want when they land

on a page that explains

treatment options


Website Design & Development

They make an appointment

online or call for an

appointment


Blog Post Funnel

Brainstorm Write CTA* Publish Track

How to write educational

articles and blog posts

*CTA = Call to Action. Phone or contact button


Make your website accessible

Is your website responsive?


Keep Patient Credit Cards on File

Your patients have theirs

on file at Amazon.com


Credit Card on File

1. Make it a policy

2. Call patients before billing

3. Offer payment plans on cc

4. Get paid!


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!

#1 Takeaway


Be Genuine

Stalk us online at


@impressionM

www.linkedin.com/company/impression-marketing

creative ways to build revenue and improve patient outcomes with digital tools

Health & Medicine