Healthcare organizations take note: If you’re not monitoring, managing, or tracking your online reputation, you’re losing new patients to your competitor. But there is help.
Reputation.com — in partnership with eHealthcare Strategy & Trends — addressed how healthcare organizations can effectively monitor and improve their online presence in an informative webinar titled, “Online Reputation Management in Healthcare: How to Improve Your Online Visibility and Attract More Patients.”
During the webinar, Reputation.com’s Chief Product Officer Pascal Bensoussan spoke about the importance of actively managing your online reputation now that the majority of consumers use the internet to find and select healthcare providers.
Then, co-presenter Steve Conlee — a marketing consultant for American Family Care — walked participants through how his organization used the Reputation.com platform to help monitor their reputation, gain new patients, and increase review volume.
If you missed the webinar, or you’d like a recap, check out these top five takeaways from the presentation.
1. Your reputation is prominently displayed online, and this is where the vast majority of healthcare consumers will first engage with your organization. Close to 80 percent of patients now trust online reviews as much as word of mouth, making reviews the single most effective marketing material you possess.
2. Online reputation should be managed by staff at the location level. However, any new process is dependent on the team's intent to use it.This makes it crucial to have 100 percent buy-in to online reputation management from individual location managers and staff.
3. Your marketing efforts could be wasted if you have a bad online reputation. If your reviews are largely negative or if you don’t have enough reviews, it could drastically limit the effectiveness of your marketing initiatives. Don’t waste your marketing budget without first addressing your online reputation.
4. Online reputation is most effectively managed in three stages:
- Close the Gap: You can do this by actively monitoring and soliciting reviews from satisfied consumers, and ensuring your business listings are accurate.
- Raise the Bar: Show prospective consumers that you care by responding to reviews, then go on the offensive by turning consumer feedback from reviews and surveys into actionable insights to improve consumer experience and quality of care.
- Accelerate Growth: Now’s the time to capitalize on your momentum by showcasing positive patient experiences on social media and by promoting testimonials and positive reviews on your website.
5. American Family Care achieved impressive results by following these three steps with the assistance of the Reputation.com platform. In particular, the company was able to secure strong buy-in across the organization, including from the 70-plus franchise owners that comprise 60 percent of the company’s locations. The company saw particular success with initiatives that rewarded staff for positive reviews and reinforced positive behaviors.
Bonus Takeaway: During the Q&A session, an attendee asked: What are some of the best practices for requesting positive reviews?
Bensoussan replied that patients like being asked for reviews. It makes them feel valued when you seek their opinion, and many are happy to do so if you make it easy for them.
To get more valuable insights, watch the full webinar.