Online Marketing is Moderate-Value for Building a Hand Surgery Practice

Online Marketing is Moderate-Value for Building a Hand Surgery Practice

Orrin I. Franko, MD – East Bay Hand Medical Center in San Leandro, CA Presented at the American Society for Surgery of the Hand (ASSH) 2019 Conference in Las Vegas, NV Background Online reviews are important for attracting new patients to a hand surgery practice The monetary value of different referral sources is unknown This study determines the value of Internet-referred patients compared to other traditional referral sources for building and growing a hand surgery practice Methods Two years of billing data were analyzed Data was cross-referenced with referral sources Calculations were made for average percent collection dollars per visit dollars per patient Internet-referred patients are those who made appointments after reading online reviews Results 5,071 patients’ data were analyzed Average collections/visit was $202 Average collections/hour was $626 Average total collections/patient was $692 The most valuable referral sources were: Surgeons > Workers Compensation > Former Patients value of internet-referred patients was below average at $541/hour and $442/patient Internet-referred patients were mostly PPO insurance (75%) despite the...
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