Time 20:53

As more consumers use the web to research their medical needs and choices, the greater the demand for some type of performance metrics in healthcare delivery. This dynamic taking place in healthcare is causing greater competition among providers, and more healthcare marketers to look for ways to tell their story.

Healthgrades dot com is one of several sites that provide detailed reporting on physician performance, legal issues, and hospital outcomes. Within the last year, surveys of hospital outcomes mandated by Medicare are now available to the public. These points of data are piling up to create a mountain of information for patients to sort through as they make a decision on healthcare. To be sure, reliance on a general physician and friends and family are important, but checking that information against a report card gives a bit more substance behind a decision. Other physician rating sites include Find a Doc, Vitals, and RateMDs

In this podcast with Christopher Boyer of Healthgrades.com , we explore some of the reasons why millions of people are using these sites. We get into what tactics hospital marketers should be evaluating to tap into the stream of information patients and their families are accessing.

The most important indicator to examine social media and understand the impact of rating sites is the powerful element of “intended search” in healthcare. Those searching for healthcare information are usually doing so because of a need. It is more than likely it is an urgent need. Healthcare is different in this regard that many other industries. People can causally shop around a vacation destination or a car without a making a purchase, it’s unlikely that people are casually browsing hiatal hernia or slip disk remedies.

Another good resource is Boyer’s social network for healthcare marketers hosted on Ning. I’ve posted Marketing Edge podcast interviews on healthcare on a dedicated healthcare and social media page. www.providentpartners.net/healthcare

Call us with your comments or questions that we can chat about on the show, 206-600-6887. Provident Partners donates a food item for every comment we received.

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