3 Strategies to Build Patient Trust and Drive More Online Appointments
// By Shawn Gross //
Patients turn to online doctor profiles to learn something meaningful about the person who’s going to be managing their health. But often these profiles are little more than an abbreviated resume: an academic history, professional credentials, and a headshot. They rarely convey any real sense of who the doctor is or any real emotional connection.
Imagine your hospital website as a highly immersive experience—comparable, say, to an IKEA store.
As you move through the store, it’s clear that IKEA has attempted to create a story out of each room. You envision your future living room, bedroom, or kitchen being a part of your life. By the time you reach the checkout area, you’re emotionally connected to that gray Norsberg couch you saw and have decided it is unquestionably the right purchase for you.
Now envision a Reimagined Doctor Profile as a similarly immersive experience that tells a story around each doctor. By the time you’re done scrolling through the beautiful page, a more personal connection is built with the physician—building trust and driving online appointments.
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There’s nothing more personal than healthcare, and relationships matter. A patient’s first exposure to a doctor in your system is likely to be on your website, and what they see there is a strong factor in who they choose. Here, Shawn Gross, Chief Digital Strategist, Healthcare Practice Lead for brand experience agency White Rhino shows us a more approachable, accessible physician profile page that goes beyond credentials, and begins to forge an emotional connection between patient and doctor. Health systems have come a long way when it comes to profile pages, incorporating videos and star ratings. The next step, Gross feels, is to open up a window to reveal who the physician is as a person, and build trust from there. Login to continue reading.
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