Consider the optics
How to foster trust through patient success stories and practice values.
Understanding the power of optics can help a dermatology practice’s reputation. In the competitive field of dermatology, online reputation management and targeted digital marketing play a vital role in enhancing the visibility and credibility of dermatologists and their practices.
Saturday’s session, F032 – Building Your Digital Reputation: Strategies for Online Reviews and Effective Marketing in Dermatology, detailed just how critical optics can be, from managing online reviews to implementing targeted digital marketing strategies. The interactive session featured experts in the field: Oyetewa Asempa, MD, FAAD; Dhaval Bhanusali, MD, FAAD; Muneeb Shah, DO, FAAD; and session director Tejesh Patel, MD, FAAD.
The panelists, along with AAD’s social media senior manager Kara Jilek, shared effective reputation management and innovative marketing techniques tailored specifically for dermatology practices. They also discussed actionable insights to enhance patient engagement, build trust, and optimize an online presence.
“We are incredibly fortunate to have an impressive lineup of speakers today, all of whom have made a significant and positive impact in the realm of dermatology online,” Dr. Patel said when opening the session. Dr. Patel is the Amonette-Rosenberg chair and professor of dermatology at the University of Tennessee Health Science Center in Memphis.
“These experts have developed effective strategies for managing online reputation, engaging with the public and their patients through social media, and enhancing the visibility of dermatology as a specialty,” he said. “Their experiences and insights are invaluable for anyone looking to build upon or improve their digital presence in today’s increasingly online health care landscape.”
Word of mouth
In today’s digital era, Dr. Patel said, patients increasingly rely on online reviews and the experiences shared by others when making health care decisions. Positive reviews help build trust and credibility, showcasing the quality of care, patient satisfaction, and expertise. Conversely, negative reviews can deter potential patients, making it essential for dermatologists and their practices to manage their online reputation carefully. Engaging with reviews thoughtfully and professionally can influence patient choice by creating a strong, trustworthy online presence.
During the session, panelists shared tips for developing targeted strategies to respond to patient feedback and engage effectively with the dermatology community. They also reminded dermatologists to remain professional, empathetic, and objective when replying to patient feedback.
“Acknowledge concerns in negative reviews without disclosing personal health information (PHI) or engaging in defensiveness,” Dr. Patel said. “Offer a solution or ask the patient to contact the office directly to demonstrate commitment to the patient’s care and their satisfaction.”
Let’s talk success
Remember, too, that positive reviews can be shared as testimonials in marketing materials, social media posts, and website content, all of which build public trust, panelists shared. Likewise, they said that engaging with the dermatology community involves providing educational content, participating in online forums, and being proactive on social media to showcase expertise and foster dialogue within the field.
“Sharing testimonials and patient success stories with your audience ensure that all reviews reflect the values and standards of your practice,” said Dr. Patel. “By consistently displaying positive feedback, dermatologists can build a positive public image, making them and their practice more appealing to prospective patients and increase engagement on platforms like Instagram and Facebook.”
Online patient reviews have become the leading forum for evaluating physicians. This is valuable real-time data that can help practices measure patient satisfaction, which has direct impact on clinical outcomes, patient retention, and medical malpractice claims. A 2021 study, “Patient Satisfaction of General Dermatology Providers: A Quantitative and Qualitative Analysis of 38,008 Online Reviews,” included 38k reviews from 352 general dermatology providers across the country that were published on sites such as Google, US News, WebMD, Healthgrades, and Vitals.
Key findings included:
- Average overall quantitative rating was 4.18 out of 5 (out of 28,216 quantitative reviews)
- Breakdown of comments was 77% positive and 23% negative
Looking at combined qualitative and quantitative results, specific factors that scored the highest were patient’s perceived experience, physician’s bedside manner, answered questions, and diagnosis/competence. Lower scored factors were wait time, time spent with patients, office staff, office space, and costs. These results suggest that a general dermatology provider’s personality, expressed compassion, empathy, and attentiveness may overcome other issues to create an overall positive experience.
