How to Optimize Physician Profile Pages | Binary Fountain

March 03, 2020

How to Optimize Physician Profile Pages

By: Kieran McQuilkin

physician-profile-pagesWith most patients now playing a more active role in their healthcare, physician profile pages or listings are often the first touchpoint on their path to choosing a provider.

If you are a practice manager or healthcare marketer, you know how difficult it is to manage physician profile listings online, from Google and Facebook to Healthgrades and Wellness.com and more. While these listings are tedious to manage, they play an important role in your provider’s online personal brand.

In addition to third-party review sites, many practices know that creating their own physician profile pages on their website can give your practice a competitive advantage when a patient is choosing a doctor.

If you want to know how to build a high-converting physician profile page, you’ve come to the right place. We’ll walk you through how to optimize physician pages, and in doing so, attract more patients to your practice.

The Basics of a Physician Profile Page

When it comes to physician profile pages, consumers are really trying to answer three questions:

  • Does this physician have the right expertise I need for the highest level of care?
  • Can I contact or get an appointment with this doctor?
  • Can I trust this doctor?

A good physician profile page should answer these questions and be easy to navigate.

To start, you will need to make sure you are covering the physician’s specialty, their previous experience and any accolades they have received.

From there, you will also want to include contact information for the practice and an option to book an appointment online (if your facility offers it). If a doctor is not taking on new patients, you should do the patient (and your front office) a favor by declaring that on the doctor’s profile page. That way, you don’t waste anyone’s time trying to schedule an appointment that won’t happen in the near future. Insert a link to your full physician listings to keep users on your website.

If you can, humanize the physician by including their interests, hobbies or why they chose to be a caregiver. Additionally, use any kinds of photo or video content you can to build the physician up as someone who patients can relate to on a personal level.

Finally, and most importantly, you will want to include verified online reviews on the physician’s page.

Why Star Ratings/Reviews Matter Most

According to BrightLocal, 58% of consumers say that star rating is the most significant factor in them choosing a business. Why? Because according to the same survey, 84% of consumers trust online reviews as much as a personal referral.

Star ratings also matter significantly for your local SEO game, as Google won’t even consider displaying a business in queries containing “best [service/product] in [location],” unless it has a 4-star rating or higher.

A well written review also helps put into context why someone gave that a physician a certain star rating.

In general, patients are looking for these factors when looking at physician profile pages:

  • Number of patient reviews
  • Recency of reviews
  • Overall star rating
  • Bedside manner

If you are creating a physician profile page on your site, make sure you are incorporating physician reviews.

Transparency Matters

When it comes to third-party provider review sites like Healthgrades, Vitals and ZocDoc, it’s important to take all reviews at face value, even the most negative ones. These sites invest significant time in verifying the integrity of their reviewers to ensure the best experience for users and for healthcare providers.

Resist the urge to challenge negative reviews – patients want to see both the positives and negatives about your healthcare providers in order to make an informed decision about their healthcare. Remember: all reviews matter.

Showing verified customer reviews on your physician pages creates transparency and builds trust with potential patients before they visit your location. You won’t regret giving people the clarity they need to select the right healthcare provider for them.

Physician Profile Pages are a Part of Online Reputation Management

Now that you know how to build a great physician profile page, it’s time to get serious about your practice’s online reputation. Designing great profile pages is only the first step to building a great brand online.

At Binary Fountain, we understand how difficult it is to manage and maintain business listings and customer reviews in so many different places. Our reputation management software is perfectly suited for practices because all of your reviews and star ratings can now live in one place.

Our system gives healthcare marketers and practice managers the full picture of what consumers are saying about their practice and providers, all in one unified dashboard.

If you are serious about increasing transparency and patient acquisition, sign up for a free demo or view one of our case studies to learn more about how we can help you grow your business.

About the Author

Kieran McQuilkin
Content Marketing Specialist

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