Issue link: https://viewer.e-digitaledition.com/i/644379
HE ALTHCARE CONSUMERS USE WIDE-R ANGING DIGITAL AND OTHER ME ANS TO SELECT THEIR PROVIDERS. PR ACTICE MANAGEMENT E XPERTS OFFER STR ATEGIES TO AT TR ACT PATIENTS AND REDUCE APPOINTMENT-REL ATED HA SSLES. " Even when some practices offer online tools [for scheduling appointments], they don't respond to the patient in a timely manner, so the patient is left hanging for days not knowing whether or not someone picked up that request and whether or not they have an appointment." — JULIE YOO, CO-FOUNDER AND CHIEF PRODUCT OFFICER OF KYRUUS for New Patients Creating a BY BRITTAIN WHITESIDE-GALLOWAY » Virtual Red Carpet K Y R U U S — A B O S T O N - B A S E D C O M PA N Y that uses data to effi ciently match patients with physicians and health systems — recently produced a white paper highlighting how patients access care today. Kyruus pinpoints three chief stages of patient access to care: awareness, activation and conversion. In the awareness stage, consumers determine the available providers and healthcare systems near them that can best address their needs. Activation is the point at which patients decide which provider or system they want to pursue. In the conversion stage, patients actually make an appointment. Barriers can emerge early in this process. Patients receive most provider recommendations by word of mouth from family, friends, co-workers and others. However, Kyruus notes that nearly 40 percent of patients conduct online research before seeking a referral, and more than half conduct such research after receiving a referral. That's where a poorly managed online presence can create problems. A physician may get glowing recommendations from potential patients' relatives, friends or colleagues, but lukewarm or negative online information often deters patients from choosing that provider. STRENGTHENING THE CHAIN OF REFERRALS A solid Web presence and "webutation" are critical for physicians, says speaker, trainer and author Elizabeth Woodcock, MBA, FACMPE, CPC, owner of Woodcock & Associates, an Atlanta-based company that helps practices improve their effi ciency. In seeking to attract patients, it is vital not only to have a website but to keep it updated. However, Woodcock says, managing patient reviews is just as essential. "The very best physicians' reviews are [often] awful," she says, adding that patients who are upset are typically the ones who leave online comments. "If you do not encourage the people who are happy with you [to post reviews], you are undoubtedly going to be looking at one- and two-star [ratings]." Given the signifi cant impact poor reviews can have on potential referrals, Woodcock suggests asking patients who are checking out, "What did you think about our practice?" and following up with a request that they post their positive comments. She also recommends asking patients on their registration paperwork, "Whom do we have the pleasure of thanking for referring you to our prac- tice?" and sending old-fashioned thank-you notes to both the patient and the referring physician. That can require caution from a HIPA A perspective, Woodcock adds, but notes of appreciation create a powerful "wow factor." n 1 8❱❱❱❱❱ P R A C T I C E M A N A G E M E N T