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Tag Archives: practices

How to Measure Your Practice’s Email Marketing Campaign Success

How to Measure Your Practice’s Email Marketing Campaign Success

An email marketing campaign is a great opportunity for healthcare practices, but to make your campaigns successful, you need to pay attention to how it does after you hit “send.” Tracking the success of your emails helps you make your email marketing campaigns grow in their effectiveness. How do you know if your email campaign has been successful?

First, determine what your measure of success is. What was your goal and call to action in your email campaign? Do you want patients to click on a link, new patients to walk through your doors, etc.? This will help you measure the data that counts most and avoid wasting your time measuring data that doesn’t really matter.

Whatever the goal of your campaign, here are some basic metrics that can help you refine your campaign’s success:

Delivery rate

This is the number of emails that got through to the recipients. If you have a large number of invalid email addresses in your list, you put yourself in danger of Internet service providers considering you a spammer. Remove email addresses that bounce back because the addresses are invalid. (If, however, an email bounces back for a temporary reason, such as the recipient’s inbox being full, try resending the email instead.)

Clickthrough rate

This is the number of people who clicked a link you included in your email, which indicates their interest in learning more about your practice. To calculate this, take the total number of clicks OR unique clicks [if you want to specify a particular link] and divide by number of delivered emails, then multiply by 100.

Using clickthrough rate metrics can help you compare the success of one email campaign over another, and it is also useful to measure effectiveness if you did an A/B test within a campaign.

Conversion rate

This is the percentage of people who took the action you specified, whether that was buying a glasses cleaning kit or making an appointment. If your conversion can be measured online, you will need to set up some technical aspects first so you can track the desired action back to the email. Once you have that information, you can calculate by taking the number of people who completed the desired action divided by the number of total emails delivered, then multiply by 100.

Share rate

Make it easy for your patients to share your emails by including a “Share” button that allows them to share on social media or forward via email. Once you have this in place, you can measure how many people shared your email. A strong share rate tells you patients found the content relevant and worth bringing to others’ attention. This will in turn help you grow your audience and gain new subscribers.

Let us help you make sense of the data for an ever-more effective marketing for your healthcare practice. Email: info@practicebuilders.com.

Medical Healthcare Marketing

Why Healthcare Practices Should Use Video

Why Healthcare Practices Should Use Video

We’re not telling you to create a Gray’s Anatomy episode. But posting video content on your website is a great marketing tool for your practice. Video humanizes your practice, increases engagement with new and current patients and is easy to pull up on a phone or tablet. Healthcare providers should consider incorporating educational videos as part of their online marketing strategy. Let’s break down the elements that make video a great tool in your healthcare marketing strategy.

It’s a Mobile-Friendly Format.

Thanks to the smartphone, patients are searching for their content on their phones or tablets about 50% of the time, according to Forbes.com. Sifting through written content designed for a computer screen becomes tedious on a mobile device. This means even if you have great written content for your site, it might be pushed aside half the time simply because of the format. Video, however, is very mobile-friendly and easily ingestible on the go.

It Proves You’re Human.

Patients are more apt to connect to a human face and voice than to stagnant words on a screen. They want to know they are being cared for by professionals who are real human beings. Consider a video interview with a doctor explaining signs she looks for to tell the difference between a run-of-the-mill mole and ones that could be cancerous, for instance. Your patients, current or potential, will like the sense of connection from seeing the doctor’s face and hearing her voice.

Also consider using videos of patients recommending your practice. Participation is voluntary, of course, and patients should not divulge specifics of their medical history. They can speak to why your practice is beneficial to them and how the doctors and staff are helpful and trustworthy. Again, this can help establish your practice’s credibility more than written words on a screen. Patients like getting recommendations for healthcare services from people they know. Videos of real patients recommending your practice are the next-best thing.

It Creates More Searchable Avenues to Your Site.

If you first upload your video to a video site like YouTube and then embed the video into your practice’s page, you’ve created multiple, searchable access points to your video content. Like blog posts, videos are searchable based on keywords. Your video content can come up in YouTube, in a search engine like Google and on your site. Videos are also easy to share on social media for even more avenues for patients to find your content.

Get started with video marketing for your healthcare practice today by emailing Practice Builders at info@practicebuilders.com.

Medical Healthcare Marketing

How Branding Affects Your Healthcare Practice’s Marketing Strategies

How Branding Affects Your Healthcare Practice’s Marketing Strategies

Are you struggling with your medical or dental practice’s overall online marketing plan? It may be because you haven’t developed your brand yet. Creating a brand for your business, be it retail or healthcare, will help direct your company and inform all of your future marketing choices.

Branding is really like having a map for your practice; it creates a mission that lets you, your staff and your patients know what you’re about and where you want to go. Because it acts as such a blueprint for your company, your brand can really affect your entire healthcare marketing strategy. Here’s how:

Content and Messaging

Your content is the first thing to be affected by your brand. If you’re trying to develop or promote a certain message, you want to make sure that all your written content has the same theme and intent. Every time you write a blog post, consider how it supports your brand and your mission. Are you reaching out to your patients effectively through your content? Are your expertise and specialties the focus of your content creation?

Your brand will also affect the types of articles you post from which publications. Does a certain online magazine have the same message as your healthcare practice? Or is the tone of an article differing too much from the tone you’re cultivating for your practice?

Accounts You Follow

When you want to stay on brand, you also want to make sure that who you align yourself with also supports your mission. Be sure to follow accounts that you support as a medical profession and as practice. You want to ensure that your followers understand your missing and message, so who you follow, share and retweet plays an important role in that.

Your Website Design

From your logo to your mission statement, your brand will affect everything about the design of your website – even images. The graphics and images you use will help inform your website’s visitors of the atmosphere of your practice.

Do you need help developing a brand for your healthcare practice? Our talented healthcare marketing consultants can help get you on the right track. Contact us today at 800.679.1262 or info@practicebuilders.com to learn more about our healthcare practice branding services.

Medical Healthcare Marketing

How to Create Content for Your Healthcare Practice’s Mobile Site

How to Create Content for Your Healthcare Practice’s Mobile Site

If you have a mobile site for your healthcare practice (and in 2016, you definitely should!), it’s important to think about mobile logistics when you’re creating content as part of your healthcare marketing strategy. Because of the dynamics of mobile sites and apps, there are different things to consider when you’re developing content than if you were just creating content for a desktop site exclusively. You don’t need to come up with totally different content for both of your sites. But here are some things that you need to consider when it comes to content on your mobile site:

Think of the Size

This is probably the most logical point, but consider the significant size difference between the screen on a desktop computer and that of a mobile phone or tablet. It’s important to find a way to scale down your content for a mobile device, whether it’s by making it smaller or making it “tappable.”

Make Your Content Engaging

To attract a mobile audience, you want to ensure that the content is unique, relevant, interesting and engaging. One way to attract an audience’s attention is to focus on creating a hwinning headline for your content. Other ways to ensure that your content is what your audience wants is to address patient questions and concerns and to see what potential patients in your area are searching for online through Google Analytics.

Consider Scrolling

When users are reading on a mobile device, it usually involves a lot of scrolling. You don’t want to cater exclusively to mobile devices when creating content, so you don’t want every piece you create to be short and sweet. On the other hand, having exclusively long-form content might not track well with mobile audiences, so it’s important to have a mix of both for both audiences. But if you keep your longer content engaging and sizable to a mobile device, you can still engage your mobile audience as well.

Use Graphics

Infographics can be used for both desktop and mobile content since it parses a lot of information in a visually engaging and easy-to-read format for your audience. You can also add more infographics to your content-creation strategy to help engage and draw in a mobile audience.

If you’re looking for more information on how to add mobile content strategies to your healthcare marketing plan, contact our healthcare marketing consultants at 800.679.1262 or info@practicebuilders.com. We’re here to help!

Medical Healthcare Marketing

Get Your Healthcare Practice’s Website Mobile-Ready

Get Your Healthcare Practice’s Website Mobile-Ready

With so many new mobile devices on the market, it’s no surprise that mobile data use has increased by leaps and bounds year after year. If you’re not getting your healthcare practice a separate mobile site, your healthcare marketing plan is significantly behind the current online marketing trends.

That being said, even having a mobile site isn’t enough. Search engines are now logging bounce-back rates and mobile data, so it’s important to have a functional mobile site, as well. If you’re considering making the move to mobile, here are some new mobile site design tips that you should consider for 2016:

Use Layered Interfaces

Mobile screens are significantly smaller than their desktop counterparts. That’s why layered interfaces are becoming such a popular trend for mobile sites. Layered interfaces allow users to open, close, switch tabs, swipe and remove windows quickly and easily. Using this new trend will help keep your mobile site functional and user-friendly since it mimics how people are using their mobile devices on other sites.

Remember to Swipe

Being on a mobile device is all about our fingers. With no mouse to use or click, your mobile site needs to have the functionality of a mobile phone or tablet. Using a swipe motion to scroll through your mobile site is a natural gesture for app navigation and a big trend for mobile site design in 2016.

Keep It Simple

As with desktop website design trends, they biggest design trend for your healthcare practice’s mobile site is minimalism. A clear, simple design will ensure that your site is functional and user-friendly and will also help keep you on-trend.

Consider Your Brand

If you’ve created a brand for your medical, dental or physical therapy practice, be sure to use that when developing your mobile app. With so much importance placed on mobile apps and sites, it’s not enough to just create a smaller version of your desktop site. Your mobile site has a life of its own – brand it to get your message across.

If you want to design a mobile app or site for your healthcare practice, contact one of our healthcare marketing consultants today at 800.679.1262 or info@practicebuilders.com to learn more.

Medical Healthcare Marketing

Is Your Healthcare Practice’s Website Ready for 2016?

Is-Your-Healthcare-Practices-Website-Ready-for-2016BIG

We may be 6 months into 2016, but that doesn’t mean there isn’t time to adjust your healthcare marketing plan to ensure it’s ready for the new trends in online marketing. Is your healthcare website design on top of the biggest web design trends for this year? We’ve put together a list of what the trends are for 2016 so you can stay ahead of the competition. Take a look:

Create a Mobile Site 

We’ve said it before and we’ll say it again: In 2016, it’s imperative that your website be mobile-ready. Did you know that 57% of mobile users will abandon your site if it takes more than 3 seconds to load? Mobile usage is on the rise, and more and more people are searching for medical information on their tablet or cell phone rather than their desktop. In order to attract more patients, it’s important to optimize your website to accommodate what users want.

Make Your Content Longer

If you don’t have a blog yet, adding it to your website in 2016 is a good way to keep your website up-to-date. According to experts, long-form content is a big trend for 2016. It’s not just about your word count, though; users are now looking for pieces that have quality and depth.

In terms of healthcare marketing and your healthcare website design, this provides a unique opportunity to cover a few online marketing bases – it allows you to showcase your medical or dental expertise, update your website to accommodate 2016 trends, and it allows you to provide users and potential patients with great content.

Make User Experience Essential

When it comes to SEO rankings, the design of your website plays a bigger role than it did a few years ago. Search engines are now keeping track of how users interact with your website – are they finding the results they want on your page or are they going back to the search results and clicking other links?

Enhancing your website design can help make user experiences better. Whether it’s by creating original content or ensuring your site navigation is hassle-free, make sure you’re answering the questions your potential patients may have when they find your website online.

Add More Graphics and Animations

Graphics and animations are being used more and more to tell a story about your brand and to make user experiences more interactive and entertaining. This may seem like a cosmetic upgrade to your website design, but with search engines tracking user experience on your site, it’s an important trend to consider adding to your online marketing plan. 

Learn More About Microinteractions

Microinteractions are small mobile app design details that users engage  “without a second thought.” Whether it’s a noise to signify when users click a menu option or a button changing colors when a user clicks on it, these additional details enhance your site and give visitors little clues on how to interact with your site, providing a more satisfactory and fulfilling user experience.

Did you know that we offer website design and mobile site solutions to our healthcare clients? Contact us toll-free at 800.679.1262 or by email at info@practicebuilders.com to learn more.

Medical Healthcare Marketing

21 ways to market dental and medical practices

It’s not always about slick and pricey tech campaigns. Health care communicators can reap impressive results from some basic patient engagement and outreach. 

RELATED: Turn your health organization into its own media outlet.

This infographic offers numerous ideas to market dental practices, and most can be applied to any medical office. Some fundamentals are common sense and behaviors that busy practitioners might forget. For example:

  • Give gift cards for patient referrals.

  • Make follow-up phone calls after long procedures. (Even better, have the doctor call the patient.)

  • Ask one patient a day to provide an online review.

  • Schedule a free community lecture.

  • Learn patients’ names.

  • Answer the phones so they don’t go to voicemail.

Take a look, and see what other easy things you can do to promote your practice and/or specialty:

(View a larger image)

21-Ways-to-a-More-Profitable-Dental-Practice1

(Image via)

HealthCareCommunication.com

Phone Answering Skills Critical for Health Practices

First impressions are vital for any business, and your practice is no different. Your office staff is the first impression and the first point of contact for new and prospective patients, and that initial interaction can either make or break your practice.

Many consumers judge the quality of healthcare by how your staff treats them from the first phone call to their most recent appointments. In fact, some studies suggest that the typical healthcare practice loses more than $ 50,000 in revenue annually due to poor telephone management skills alone. For large-group and multispecialty practices, the losses can be significantly higher.

The knowledge required for your staff to contribute to practice growth may not be intuitive, but it is teachable. You can empower your staff to help boost your ROI by training them in simple and efficient ways to provide customer service that enhances their patient experiences. These five steps will help you get there:

Five steps to better phone answering and patient engagement

1. Ensure that you have the right person answering the phone. Is he/she a good communicator, a “people” person, enthusiastic? Having the right personality type is crucial.

2. Ensure that the team member handling the phones is not the same one who greets patients or works with insurance companies and pharmacies. Think of your office phone as your “bat phone.” Don’t put an incoming patient or inquiry on hold while dealing with an insurance company or helping an onsite patient who also deserves your undivided attention.

3. Is your phone team fully trained on your services and practitioners? Ensure that their messaging is always value-based. For example, “I’m so glad you called today! Dr. Jones is one of the few local doctors who is trained in xxx. She’s also a great listener and communicator, so I’m sure you’ll feel like you are in great hands once you meet her.”

4. Ensure that your staff understands the mindset of the caller. Callers are often alarmed, stressed or simply concerned and need an empathetic, helpful person on the other end. Staff should be reminded that they work in the caring industry and a little empathy can go a long way if they know how to listen, affirm and engage each caller in helpful conversation.

5. Close every call. Too many phone staffers never even try to book an appointment. Too many give out pricing information but leave the caller to think about next steps. Consider incenting your team members for each appointment they book.

Whether it is role-playing, phone skills training or individual counseling, by giving your staff the skills to do their jobs more effectively, you can build a better practice and ensure that your employees feel like active, fully engaged members of the team.

Need more strategies for capturing your share of new patients and revenue? Call us at 800.679.1200 or email us at info@practicebuilders.com to speak to a seasoned program consultant.

Practice Builders

@Lunch Webinar Series- The Impact of Healthcare Reform (Obamacare) on Physician Practices

Medical Practices Anticipate Reduced Profitability

Last year, a new index that gauges the financial and operational health of physician practices forecast a downward trend in profitability for 2014. The Practice Profitability Index, or PPI, revealed that two out of three practices polled anticipate reduced profitability based on several factors, including…

… healthcare reform, diminished reimbursements, rising operational costs and new coding requirements. In light of these factors, both practitioners and practice administrators need to view their practices more like business enterprises to which they can add revenue and profits in different ways.

The PPI was developed by the collaboration between CareCloud, a provider of cloud-based health technology and services, and QuantiaMD, a social learning platform for physicians. CareCloud and QuantiaMD introduced the new index during their HealthBeat Conference in San Francisco last May.

A new annual barometer for your practice’s well-being

Over 5,000 physicians contributed their insights to the PPI via interactive online questionnaires and discussion groups. The resulting PPI is meant to serve as an annual barometer for the operational well-being of American medical practices in the coming year.

The PPI’s key finding was that two-thirds more of physician participants foresaw a negative trend in profitability for the year ahead. Healthcare reform was seen as responsible for three of the top four issues negatively impacting profitability. Percentages of physician respondents citing individual issues:

• Declining reimbursements, 65 percent

• Rising costs, 57 percent

• ACA-related requirements, 48 percent

• Coding changes, including ICD-10, 44 percent

Unable to accept newly insured patients

Nearly half of medical practices claimed that newly increased operational and billing pressures means they are unable to accept any of the expected 30 million newly insured Americans. From the patient’s perspective, this indicates a deeply concerning access-to-care issue.

Nearly 60 percent of physicians said they already spend more than 20 percent of their practice time doing administrative tasks like coding, paperwork and office management. That represents time that they are not devoting to direct patient care.

Interestingly, the majority of those polled plan to stay in private practice and fight for their survival. Of the more than 2,000 respondents (40 percent of the total) in the survey who own their own practices, nearly 60 percent said they are not looking to sell despite the negative downward pressures on their profitability.

A blueprint for survival

Fortunately, the practice profitability picture does not necessarily have to be all gloom and doom. There are several strategies that smart, business-savvy physicians can use to turn the situation in their favor.

First, they can refocus on their most lucrative cases, procedures, services and payors. Once you have identified these, you can market your practice accordingly and attract those patients who meet your criteria.

Second, they can add elective care revenue from new or existing niches. Consider a hybrid care delivery model or a full-concierge practice model. Patient demand for concierge medicine and dentistry are much higher than you probably think (see last month’s edition of this newsletter).

Third, they can add mid-levels to extend their services, including more lucrative services and procedures as mentioned above. Nurse practitioners and certified physician assistants can provide excellent care for most patients at lower cost.

Fourth, they can market the resulting new service lines more effectively using already proven healthcare marketing and communication plans. Detailed information about these plans is available from Practice Builders now. Simply call one of our seasoned marketing consultants at 800.679.1200 or email info@practicebuilders.com for more information.

Medical Practice Strategies