Social media tool sparks increase in doc website traffic
Developers of MyPerfectDoc.com, a new marketing program for physicians, have reported the tool has driven a 300 percent increase in Web traffic for physicians.
Year-end results from the company, MyPerfectDoc, LLC, shows the new Web tool can safely help hospitals enter the social media arena and maximize the full potential of using websites to market physicians, company, officials said.
MyPerfectDoc.com, which can now be franchised by healthcare organizations nationwide, taps into the "Facebook effect," where people use social media to get to know "friends" by seeing their photos, reading their comments and learning about their personal lives, according to the company’s executives, according to officials.
"MyPerfectDoc.com is, essentially, a physician directory on steroids, giving consumers an innovative way to search for and learn about physicians," said Doug Braunsdorf, account supervisor at MyPerfectDoc LLC, which developed the site and its promotional support materials.
It is a social media approach that previously had not been applied to healthcare. But, Braunsdorf added, "With consumers increasingly turning to the Internet for their healthcare information, a product like MyPerfectDoc.com was the next logical step."
Since MyPerfectDoc.com launched in February 2011, the Web traffic of consumers viewing information about physicians has increased 300 percent for one MyPerfectDoc LLC client. Significantly, officials point out, those visitors' time on site has doubled. Average visits of four-plus minutes indicate a fully engaged consumer.
Visitors to the site learn about physicians, from PCPs to specialists, in ways that are unique to MyPerfectDoc.com. In addition to the typical physician directory information, MyPerfectDoc.com includes physician Q&A, get-to-know-you videos, personal photos, blogs and, for some, the option of online appointment scheduling.
For Paul Bacharach, immediate past chair of the Hospital & Health System Association of Pennsylvania, MyPerfectDoc.com offered a timely solution for a growing problem facing many hospitals: how to increase patient volume to physicians, particularly as a larger percentage of those doctors are becoming hospital employed.
"As hospitals invest more resources into employing physicians, it is crucial that they can effectively drive volume to those doctors," said Bacharach, who serves as President and CEO of Uniontown (Penn.) Hospital. "That's why we required a program that would showcase our physicians and facilitate consumer relationships with those doctors. MyPerfectDoc.com very successfully does that."