Americans’ search for the right supplier often begins by browsing a doctor’s online profile, much like finding a new hairstylist or plumber.These digital materials—such as those found on health system websites, health plan directories, or third-party healthcare websites, such as Zokdoc or health level – Must be robust to best attract and retain patients, according to a new study Report.
Kairos, a startup focused on software that helps match patients with providers, sponsored the study, which surveyed 100 primary care physicians and 100 specialist physicians about their digital provider profiles. The survey, conducted in April, included providers who have worked in healthcare for more than a year, spend 20 or more hours a week seeing a doctor, are employed in a hospital or health system and treat patients in an outpatient setting. Nearly all respondents said it was important for the hospital or health system that employed them to take a more active role in managing their profile.
“A strong digital presence is a must for today’s providers,” said Karen Conley, senior vice president of clinical services at Kyruus. “Our latest consumer research shows that nearly 60% of consumers use the internet when looking for medical services, so it’s important that providers can search online to attract new patients.”
The survey found that suppliers are concerned with maintaining a strong digital presence for three main reasons: demonstrating professional experience, showcasing academic research and publications, and increasing visibility with recommended suppliers. Respondents indicated that they generally prefer to be involved in the creation and maintenance of online profiles because accuracy is critical and helps providers stand out from referring providers and patients seeking care.
To enhance patient access, providers want to have their profiles appear anywhere potential patients can search for online care online, but they say this is difficult to ensure on their own. Two-thirds of respondents said it is important for healthcare organizations to more aggressively expand their suppliers’ access to online businesses. Health plan directories top the list of external digital channels respondents want their healthcare organizations to more actively manage their profiles, just ahead of Google and third-party provider search sites.
Providers say having a more pervasive online presence will help them maintain visibility among patient groups who need more digital resources.
“Today’s consumers are more digitally savvy, and providers with comprehensive online profiles are helping to ensure they proactively answer patient questions about accepted insurance, services, locations and even appointment availability,” Conley said. “The latter is especially important because our consumer research tells us that if consumers have to wait too long for an appointment, they may switch providers.”
The report recommends that healthcare organizations need to actively engage their providers as they build and expand their digital profiles, encouraging them to continually improve and maintain their own profile information.
It also recommends that hospitals and health systems establish clinically-led data governance strategies to ensure the accuracy and security of data contained in physicians’ online profiles.
“While providers take their online profiles very seriously, most don’t have the time or expertise to create and maintain digital profiles on their own,” Conley said. “That’s why healthcare organizations must establish a vendor engagement program to guide processes and data governance strategies to ensure vendor profiles are kept accurate and up-to-date.”
Photo: ijeab, Getty Images
