To say we’ve come a long way since the days of only paper medical files and regular doctor house calls would be a vast understatement. One doctor quoted in an American Medical Association article proclaimed that it’s a remarkable time to be in the medical industry due to the extreme transformation that it’s undergoing. But as most of us know, big change can bring with it greater challenges and obstacles. In the medical field, many of these challenges fall on the backs of the modern-day medical practice manager.
As a project manager in the health care industry, I’ve had the pleasure of working with everyone from seasoned practice managers to the greenest and have seen the evolution of the role throughout the years. Perhaps one of the greatest ways that the role of the practice manager has changed is with the added responsibility of growing the patient base through the use of digital mediums.
While referrals and insurance used to be major business drivers for medical practices, today’s discerning patient often needs a bit more convincing before they commit to a practitioner. Here’s my advice on how medical practice managers can use digital media to attract new customers and keep current customers happy.
Be Careful When Responding To Online Reviews
The widespread use of the internet has been a game-changer for practice managers. Approximately 81% of Americans own a smartphone, and they’re using these devices for a lot more than talking and surfing the web — perhaps speaking their minds is a more accurate description. While the digital age has made it easier to store and transmit patient information, it also has drawbacks.
The constant flux of information from online reviews, for example, can bring with it negative feedback that can spark controversy, affect a practice’s popularity and leave practice managers’ scratching their heads and wondering how to keep up. A U.S. News & World Report article warns that patients should “be clear-eyed about the value of physician reviews” they see online. And while it may seem like common sense not to believe everything you stumble across on online review websites, many practice managers find themselves facing the daunting task of responding to reviews — all the while not knowing who is behind the keyboard.
It’s more important than ever for practice managers to be wary of violating the Health Insurance Portability and Accountability Act (HIPAA) when dealing with patient reviews. Ensure that you stay up-to-date on the latest policies and protocol disseminated by the U.S. Department of Health and Human Services. The consequences of revealing private patient information can be dire.
When responding to patient reviews online, it may be better to take the discussion out of the public forum altogether to avoid revealing any sensitive patient information. A good way of taking the conversation offline is to find the reviewer’s contact information in your patient records and then contact them directly. If the patient hasn’t revealed their identity, you can reply with the practice phone number and encourage them to call you directly to speak privately.
Use Social Media To Reach Patients And Improve Their Experiences
Now that patients are engaged digitally, many medical practice managers are making it a priority to give their respective practices a social media presence that can effectively position their office in the marketplace and help them stand out from the competition. According to the Pew Research Center, most Americans today are getting news on social media, so reaching this audience can be vital. Regularly sharing practice news on social media can be an effective way to promote the office.
Another way that medical practices can benefit from social media mania is by keeping practice information accurate on sites such as Facebook, Instagram, YouTube, Yelp and Twitter. After all, who wants to show up to an office only to find it closed?
Monitoring your practice’s social media channels for patient feedback and planning a strategy for incorporating their feedback are important too. This allows you to improve the content patients receive and their experiences.
Today’s medical practice managers have proven themselves to be forces of nature by implementing a wide variety of techniques to further the success of medical practices. If you are a practice manager, make digital media part of your daily routine.
