Creative Ways to Build Revenue and Improve Patient Outcomes with Digital Tools

Impression-Marketing.com
RMGMA
April 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.com
and use your
billpay code
Click the
large blue
billpay
button
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
List
insurances
+ 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

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Creative Ways to Build Revenue and Improve Patient Outcomes with Digital Tools