A change to Medicare guidelines means that having a strong online presence is more important than ever for healthcare professionals in Australia.
Referral letters from general practitioners (GPs) do not need to be specific about which healthcare specialist an individual needs to see. This means the individual can do their own research and choose the specialist that they feel is best for their needs.
Information about potential specialists and practices needs to be easily accessible, allowing patients to choose the right place for their treatment. So, how can you build a strong online presence that provides ample information about your skills, qualifications and expertise?
How specialist referral letters work
In Australia, a patient who needs a specialist must first visit their GP. In the past, the GP would then usually write a referral letter to one specific specialist for their needed treatment. Patients could take their referral letter to a different specialist in the same field, but some specialists might not accept a referral letter with another doctor’s name on it.
Things are now changing in three main ways:
- Providers are becoming more specialised, so they may not treat certain conditions or provide specific treatments
- Consultants are moving around, which can be inconvenient for patients who need updated referral letters
- Consultants can be fully booked, meaning that patients would have to join a waiting list or go back to their GP to find another available specialist
Changing referrals after they have been issued, for example to name a different consultant, caused inconvenience and unnecessary costs. The Australian government has therefore set new guidelines for the patient journey, stating that “Referrals don’t need to be made out to a specific specialist or consultant physician”.
Instead, they may do one of the following:
- Give patients open referral letters – e.g. “Dear Doctor”, and the patient can take that referral letter to any specialist
- Refer patients to a specialist in the relevant field – e.g. “Dear cardiologist”
- Refer patients to a specific clinic – e.g. “Go to Neurology Network Melbourne” where they will have a choice of doctors
- Give patients multiple referral letters to different named doctors in the same speciality
The referral will still include all relevant clinical information about the patient’s condition, the date of the referral, and the signature of the referring practitioner. It will last for 12 months from the date the specialist first meets the patient, unless stated otherwise.
Patients are therefore given the flexibility to investigate which specialist will suit them best, without having to keep going back to their doctor for new referral letters. They can ask their GP for the name of a recommended specialist or a practice, but ultimately the decision is up to them.
Many patients will use search engines to do research before making their choice. They will want to read about the different specialists who treat their conditions, and find one that is best for them. This means it is important that you have a strong online presence, so patients can easily access all of the relevant information about you, your specialisms, and your practice.
What patients want to know about their new medical specialist
Picking a new specialist is a deeply personal choice, and there are several things a patient will need to know when making this decision. They will want to do plenty of online research to ensure that the medical professional they choose is well-equipped to meet their needs.
Firstly, many patients will want to check if a potential specialist accepts Medicare. They will need to know if the specialist is accepting new patients, and how accessible the practice is. The location of the specialist’s practice and which hospitals they work with will be important – and, if they will require multiple or regular trips to see their specialist, they will likely want to pick one that is convenient for them. Factors such as public transport, parking, and weekend opening hours could also be deciding factors for some individuals.
They will also want to have a specialist that offers the procedure or treatment that they need. Strong evidence of experience can be very important to patients – treatment can be a scary experience, so they will seek reassurance that they are in safe hands. They will want to know how long they may have to wait for an appointment and, if possible, how effective their treatment could be in improving their condition.
Some patients may also want to find a male or female specialist depending on their preference, or pick someone who can communicate with them in the language they are most comfortable with. Patients are also more likely to trust a specialist who has a track record of being kind, attentive, and helpful, with good listening skills. These traits can help to put them at ease and improve their experience.
The more information you can provide to potential patients, the more likely they are to trust you are the right fit for them, leading to a strong and lasting patient-professional relationship.
How patients find information about medical specialists
Patients know what information they want, but where will they find it? In the past, word-of-mouth was the most reliable way to gain information and recommendations. Now, the internet has opened up even more possibilities.
Research shows that 80% of consumers go online first when evaluating a medical provider. They can look at your website and your social media platforms, to gain a better understanding of who you are, where you work, and what you offer.
Patients can also find plenty of useful information on your Doctify profile, which is a single online profile reflecting your entire practice. It shows your location, languages, working hours, consultation fees, insurance, and much more. A profile on Doctify links all your practice locations, making it easy for patients to find out how far they will need to travel to see you.
Online review forums have become one of the most trusted tools available to consumers seeking out services and products. Research shows that:
- 84% of people trust online reviews as much as personal recommendations
- 72% use online reviews before choosing a doctor
- 20% use online reviews to evaluate their current doctor
Doctify can highlight your key expertise and show the number of reviews you’ve received for a specific treatment, which demonstrates your experience and provides peace of mind to patients. Reviews give prospective patients the chance to hear directly from past patients you have recently supported in similar situations. Doctify can display ratings for overall experience, your bedside manner, and your explanations, giving potential patients a better idea of what to expect from the care that they are researching.
Australian providers are not allowed to use patient reviews to advertise themselves. This means that you cannot promote your services by featuring or quoting positive specific reviews on social media or your website. However, patients are allowed to independently write testimonials about their care, and can choose to post them on the internet.
Allowing past patients to post reviews on Doctify gives new patients the opportunity to make informed decisions about their care. This can help to build confidence in your practice and show that, when it comes to important healthcare decisions, you can be trusted to offer the very best. Displaying ratings and reviews online can have a huge impact on the success of a business.
How to increase your online presence as a medical specialist
There are several ways to increase your online presence and provide patients with the information they need to choose their medical specialist.
Creating your own website can showcase your specialities and cement your reputation as an expert in the field. It doesn’t matter if you aren’t a coding genius – there are several websites that can help you put together a website in minutes using helpful templates. Shout about your credentials, showcase your specialities, and even give your patients a glimpse into your personality. If you really want to rise up the Google rankings then you can write short articles like Q&As or blog posts – Google rewards unique, informative content.
A strong social media presence is also valuable. Consider who might be looking for your services, and which platform they are most likely to use – Facebook, Twitter, Instagram, and even TikTok all have their own benefits. Update clients with the latest happenings from your practice, and remember that you can schedule posts in advance – holidays or national days are a great way to thank your staff and send out some warm wishes to your patients. Just remember that your social media posts should maintain patient-doctor confidentiality and adhere to the principles of medical ethics. Don’t post about individual people and always check the background of photos you take in your practice in case any confidential information is on show.
Setting up a Doctify profile is a very easy and effective way to provide information and build trust with potential patients. A collection of reviews from real patients helps future clients feel like they know what to expect during their treatment. All reviews are anonymous and verified, so patients are assured that they can have faith in what they read.
Reviews on Doctify can increase your credibility and are a valuable way to display transparency. You can also gain insight into the patient experience, and improve your service for the future. You can even create customised feedback surveys to request the specific information you need to identify areas for improvement and deliver the best care possible.
Using Doctify to gather verified feedback helps patients find the right specialist for them. Book a demo or speak to our team, and start collecting reviews today.
