It’s National Doctors Day: Reward Your Physicians by Minimizing Negative Reviews & Generating More Patients!

Every day, more and more people are using the internet to research and find doctors near them. There are several websites out there such as Healthgrades.com, Health.USNews.com, RateMDs.com that allows users to read user-generated reviews about each of your physicians. According to SoftwareAdvice.com, who surveyed a total of 4,515 patients, patients are most likely to use online reviews as a first step in finding a new doctor. In addition, Healthgrades is the most popular site for physician reviews, but Yelp is the most trusted. Unfortunately, sometimes even one disgruntled patient can ruin the reputation of your doctor and steer prospective new patients to another physician. According to NBC News, of 2,137 polled, nearly two thirds said that doctor ratings were “somewhat important” and 19% of those surveyed said doctor ratings were “very important.” Below is an example of a doctor that has received less than stellar reviews from Healthgrades, which is the number 2 and 3 rankings. Users are more likely to click the top 1-3 listings than to scroll down further, so this could be detrimental to this particular physician and health system in terms of generating new patients and even retaining current patients. Doctor SERPs We have been working with health systems and physicians to improve their reputation management by using sponsored listings (i.e. paid advertising) to:

  • Push  negative reviews further down on Google
  • Generate incremental patients by sending users to specific pages where they can easily schedule an appointment
  • Inform prospective patients or existing patients of a new doctor for a specific health system/hospital
  • Inform prospective patients of a new doctor practicing medicine in their area

By using paid advertising through Google AdWords, we bid directly on a doctor’s name (and variations of the doctor’s name) to seal the number one position above any organic listings such as healthgrades.com. This tactic is very cost-effective, averaging around $0.25 per click! paid search doctor ad In conclusion, celebrate National Doctors Day by minimizing your physicians’ online negative reviews (if any), leverage positive reviews and also help bring in incremental patients with these paid search marketing tactics.

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The Art of Rebranding

About Joe Castro

Joe Castro is the Director of Online Advertising at Fathom. He has over 7 years of experience in digital marketing with a concentration in PPC/paid search and display advertising. He primarily works with healthcare clients, but his experience spans across all verticals. Joe is a frequent blogger for Search Engine Journal. In his free time, he enjoys working out and spending time with family and friends.

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