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Use proven consumer research to support your provider marketing strategy.
Author: Leigh Wilkins
Last updated: 06/22/23
Back in the dark ages, before the world was at our fingertips, the task of finding a new doctor might look a bit like this:
You: Do you know a good orthopedic surgeon?
Friend: Try mine; she’s great. Here is her office phone number.
Today, how patients choose doctors goes far beyond seeking recommendations from friends. The internet allows us to customize our search in granular, glorious detail. With just a few clicks, we can find a doctor who accepts our insurance, treats our ailment, provides video visits, is located nearby and speaks our language (literally).
That’s progress for patients. But what does it mean for healthcare organizations seeking to improve access to care and create an exceptional experience for the people they serve? What does it mean for marketers who are on a mission to help physicians attract new patients?
These are the questions we’re asking ourselves at WG Content, too, which is why we were excited to discover a survey of 1,000 healthcare consumers about how patients choose doctors. Conducted by Wakefield Research on behalf of Kyruus in August 2022, the survey yielded a treasure trove of data that can help healthcare organizations attract, engage and serve consumers who are seeking care.
What follows is a summary of key research findings about how patients choose doctors, along with our own insights to help your marketing team put these discoveries into practice.
61% of consumers use the internet when searching for a new provider, up slightly from previous surveys. For people seeking a primary care provider, the top three resources are:
As reliance on the internet grows, so too does consumer choice. Google, Yelp and Facebook are popular business listing platforms, but check your doctor’s online presence by taking a look at whether they appear on sites like Top Doctors and WebMD Care. These platforms allow users to search for doctors using criteria such as specialty, disease condition and medical procedures. If you find mistakes or outdated information on third-party physician listings, reach out to correct or update them.Try creating:
Compared to Google, other listing platforms are all the little guys. And Google Business Profiles is the king when it comes to local searches. So it’s essential your hospital and individual physician practices follow best practices to optimize your Google Business Profile. Be sure to claim, verify and update each listing.
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The research shows 62% of online consumers use hospital websites to find a doctor. About 22% of consumers start their journey on a hospital site.
Make sure your site features the choices patients say they are looking for. According to the study, that includes:
A Google site search can help you see the extent to which site visitors used your search function, how they used it and how effectively the search results helped them engage with your organization.
Consumers are looking for a wide variety of information on physician bios. For example, about half of patients surveyed said they are seeking a physician’s educational background, biographical information and patient reviews.
Make sure your provider bios possess these essential elements:
Get more tips on crafting compelling provider bios: Download the provider bio white paper.
Patients are relying more on virtual assistants to find care and health information. Of those who used one on a health system website, nearly 75% found it helpful for identifying a provider or service.
Create website content that lends itself well to voice search
Include the necessary back-end code that will help potential patients use voice search and virtual assistants (like Alexa) to find your content.
As the role of digital access continues to grow and change in the healthcare marketplace, organizations need in-depth research and marketing insights to guide their way. We hope these actionable steps help your team attract, engage and serve consumers as you venture into this brave new world.
We can help you navigate the road ahead. Does all this information make you long for the days when people just asked their next-door neighbor for a physician referral? Maybe it’s time to find a partner who can help you reach your audience with custom content solutions, from doctor bios to website pages. Reach out to WG Content to get started
Editor’s note: This blog was updated on June 20, 2023. It was originally published in September 2021.
Ensure that all online profiles, including Google Business Profiles and listings on platforms like WebMD Care and Top Doctors, are accurate and up-to-date. This includes adding recent photos, current contact information and available services. Learn more about the strategy behind third party location listings.
Use SEO best practices to make sure your website and profiles appear prominently in search results. This includes using relevant keywords, optimizing meta tags and ensuring mobile-friendliness.
Use social media platforms to engage with current and potential patients by sharing educational content, health tips and updates about services. This helps build a community and enhances trust and visibility. Check out these tips for engaging providers in social media.
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