How To Create Engaging Physician Profiles That Get Results

December 14, 2016
Shawn Gross, White Rhino

Shawn Gross, Chief Digital Strategist, Healthcare Practice Lead at White Rhino

“Patients turn to online doctor profiles to learn something meaningful about the person who’s going to be managing their health,” says Shawn Gross, Chief Digital Strategist, Healthcare Practice Lead for White Rhino in Lexington, Massachusetts.

“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.

“And while some hospitals are beginning to add physician videos and star ratings to their online doctor profiles, this is a missed opportunity to build trust with prospective patients.”

Gross advises thinking of your hospital website as a “highly immersive experience”—comparable, for example, to an IKEA store where each sample room has been crafted to tell a story customers relate to. By the time you leave the store, he points out, “you’re emotionally connected to that gray Norsberg couch you saw and have decided it is unquestionably the right purchase for you.”

How can you make your doctor profiles similarly immersive, creating trust and driving online appointments? Read our new article to find out:

Reimagining the Online Doctor Profile: 3 Strategies to Build Patient Trust and Drive More Online Appointments

Best regards,
Matt Humprey

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