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July 02, 2020

Value-Based Care, Payers, and Patient Experience Data

By: Erik Fessler

As value-based care flourishes, payers are starting to pay special attention to key steps on the patient’s care journey. In order to understand that journey and efficiently lower the costs of care, payers need to address questions about the member experience: How do members navigate the systems payers have in place? How do they feel…

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value-based-care-payerAs value-based care flourishes, payers are starting to pay special attention to key steps on the patient’s care journey. In order to understand that journey and efficiently lower the costs of care, payers need to address questions about the member experience:

How do members navigate the systems payers have in place? How do they feel about the network of providers? Can members easily access important tools like telemedicine? How do members rate the overall quality of their health plan?

An increasing number of Natural Language Processing (NLP) powered tools are allowing organizations to swiftly collect and analyze bulk patient feedback. This technology allows users to quickly quantify and analyze open-text patient feedback. For payers, it’s a tool to understand and measure the entire patient journey and all aspects of member experience.

This post will explore how payers can use patient feedback data to improve patient experience, provider experience, and administrative workflows. Then, you’ll see how these improvements lead to lower healthcare costs and better outcomes.

How Can Payers Improve Patient Experience?

Payers can expand their access to customer feedback by increasing the types of surveys they analyze beyond CAHPS and HOS. Surveying can detect member sentiments on health plans, feedback on providers, and other trends in open-text feedback.

Organizations can build a comprehensive data hub by collecting patient feedback from surveys, call centers, social media reviews, and other member sources. Then, NLP analysis can turn that data into patient experience insights across multiple categories at the provider level.

Here are some ways payers are improving the patient experience with feedback data:

  • Capturing ratings and reviews in member portals so patients can see feedback and make decisions on their care journey
  • Providing scores for individual providers so members can utilize quantitative data from other patient’s experiences to compare options Proactively surveying members quickly after each episode of care to get real-time feedback
  • Using feedback to benchmark provider performance and help them improve. Physician and provider liaisons can follow up with providers on cost, quality, and patient feedback data
  • Leveraging scoring and feedback data in care coordination and referral management

NLP data helps payers understand what drives positive patient experience both inside and outside of the provider’s office. This includes members’ choices of their network providers on their patient portals and continues through each step of the care journey.

Quantify Patient Experience for Each Provider

Payers can also analyze patient feedback to measure provider performance. According to research, patients care most about the following provider experience quality measures:

  1. Thoroughness of examination
  2. Patient inclusion in decisions
  3. Ability to answer questions
  4. Provider’s attitude
  5. Patient perceived outcomes
  6. Amount of time spent with patients
  7. Provider’s follow-up with patients
  8. Clarity of care plan instructions
  9. Patient loyalty
  10. General Feedback

Payers can use these 10 patient experience categories to analyze feedback about each provider in their network. Subsequently, they can share insights and trends with their networks of providers to help guide better patient experiences.

Open-text, or unstructured, feedback allows patients to communicate their exact feelings and observations. In contrast, multiple-choice answers force survey respondents to compromise on the closest fit response. NLP technology allows payers to rapidly process this free-response feedback. First, the software detects patient sentiment through words and phrases in patient feedback. It can then easily quantify and translate those insights into patient experience scores.

Reducing the time period between care delivery and patient experience feedback is critical. In order to assist, software tools can integrate with APIs and health system EMRs for immediate, high-quality feedback. In addition, payers can publish this member-generated content on their websites and provide profiles to be transparent and consumer-friendly.

Here are ways insurers and managed care organizations can increase transparency by sharing patient experience data:

  • Create a Patient Experience score alongside Cost and Quality metrics for search pages and provider profiles
  • Allow patients to sort and filter patient experience scores by specific key performance indicators
  • Showcase provider feedback on member portals to encourage patient content

Supporting Providers, Solving Workflow Funnels, and Making Value-Based Care Possible for Payers

As payers capture patient feedback data to optimize their networks, they can also improve provider experience. Insights about network providers and staff will help payers understand how to support providers in their network.

  • Provider Performance Management: Use custom patient experience reports to understand trends and benchmarks for providers.
  • Referral Insights: Share patient experience insights with PCPs to broaden the data scope on referrals for members.
  • Internal Stakeholders: Optimize health plans and networks through Root Cause Analysis.

Provider feedback could be particularly useful as healthcare reimbursement shifts from fee-for-service based models to value-based payment programs. In order to keep the focus on patient care and maintain high-performance results, alternative payment models need to reduce provider burdens.

Provider feedback data will be an important source for effective change for payers through this value-based care reimbursement transition. Therefore, payers should track how their policies are affecting providers’ ability to care for their patients.

Insurance companies could also track how changes affect provider satisfaction. Happy providers lead to happy patient members, which make loyal customers. Not to mention, provider survey data is key to achieving the Quadruple Aim of healthcare, which you can read about here.

For more on payers and patient experience, browse these related posts:

About the Author

Erik Fessler
Marketing Coordinator

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July 02, 2020

How to Benchmark Customer Experience

By: Kieran McQuilkin

Great companies find ways to make their customers raving fans of their brand. If you want to grow your business, you first need to transform your customer experience (CX) to ensure your consumers are not just served, but are treated to transformational experiences with your brand. But how do you improve your customer experience? What…

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benchmark-customer-experienceGreat companies find ways to make their customers raving fans of their brand.

If you want to grow your business, you first need to transform your customer experience (CX) to ensure your consumers are not just served, but are treated to transformational experiences with your brand.

But how do you improve your customer experience? What kinds of metrics should you use to benchmark your CX?  How committed does your company have to be to redefining interactions with your customer?

None of these are easy questions to answer, but measuring your customer experience is a sure way to improve your customer retention numbers, and by extension, your customer acquisition.

Benchmarking helps companies understand how their strategies and employees are performing compared to competitors and compared to what customers are actually saying. It can be a hard wake up call, but it can also set your organization up for long-term success.

Another way to benchmark your customer experience is to analyze how your company is doing at an enterprise level. Is one of your locations performing much better than another? Is one of your physicians getting better patient feedback scores than another?

These are all considerations to keep in mind while you analyze your customer experience metrics.

In this article, we’ll break down how to benchmark your customer experience in three simple steps to get you started on improving your relationship with consumers.

Start with KPIs for Benchmarking Customer Experience

In order to start the benchmarking process, you need to know which KPIs to measure over time.

This may look slightly different for every industry or vertical, but the heart of the project remains the same: Which areas are critical to measure against past performance both internally and externally.

Some of these metrics could be:

  • Net promoter score
  • Customer effort score
  • Customer acquisition and retention
  • Customer satisfaction scores
  • Volume and sentiment of online reviews
  • Average ratings across listing platforms
  • Consumer engagement

All of these are great KPIs to measure as you benchmark your customer experience. If you are coming at this from a reputation management angle, this free webinar may help you better understand what metrics will get the most bang for your buck.

Ask Your Customers and Frontline Staff

The worst possible strategy is thinking your leadership team automatically knows what’s wrong with your customer experience. You need real feedback from customers and your frontline staff.

Engaging directly with your customers helps you identify organizational blind spots and get a better sense of what is not working. One way to do this is by looking at your online reviews and surveys – not just the star rating, but also the overall sentiment and specific pain points mentioned.

One way that you can measure your customer sentiment is to use reputation management software that leverages natural language processing (NLP) to help you analyze customer feedback. It can give you insights into the specific areas that you need to fix to improve your customer experience.

Another way to tackle the problem is through a Voice of the Customer campaign. Voice of the Customer programs are geared towards collecting and analyzing customer insights to identify opportunities for operational or product improvements. The ultimate goal of a Voice of the Customer campaign should be to increase customer acquisition and retention.

After you hear directly from your customers, you should then connect the dots with your frontline staff to see if their own feedback matches what your customers are saying, and to get their perspective on what needs to be improved.

After gathering these data points, you should be able to distill the information down to metrics and trends that identify good, bad and average scores/percentages. After you start your benchmarking program, comparing the most current available scores against these previous scores will help you understand what is and isn’t working with your customer experience.

Benchmarking for Competitive Advantage

Have you ever gotten a customer service experience that was so awful, you swore never to go back to that business again?

If you want to grow a loyal customer base, and keep business away from your competitors, you need to focus on your customer experience. Customer satisfaction is the biggest reason why people will be more likely to refer people they know to one company over another.

When you are benchmarking your company’s performance, take the time to analyze how your competitors are doing. While you may not be able to collect all of the customer data you want, online reviews and social media mentions will give you an idea of how they are performing and what areas they struggle with.

After that analysis, you should be able to identify areas where you can improve your customer experience and answer some of the problems their customers are facing, potentially attracting them to your business.

In your analysis, be careful not to make too many one-to-one comparisons. The goal should be to find areas where they are beating you, where you can make adjustments and how your customer experience compares to the larger market.

Take the First Steps to Improving Your Customer Experience

When you get right down to it, benchmarking and improving the customer experience is an evergreen marketing strategy that will increase ROI long after you put improvements into action. Positive reviews, personal referrals and increased customer loyalty should all lead to compounding interest on your investments.

Identifying the right KPIs, getting customer insights and comparing your results against the industry through benchmarking are just the first steps in making customer focused organizational change.

At Binary Fountain, we help businesses find the actionable insights they need to improve their customer experience. Our platform lets you collect and analyze customer feedback all in one place, including online reviews, social sentiment and even internal surveys.

Check out our case studies or schedule a demo today.

About the Author

Kieran McQuilkin
Content Marketing Specialist

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June 25, 2020

[Webinar Recap] How to Optimize Your Listings for COVID-19 Reopening

By: Kieran McQuilkin

Online listings are the cornerstone of healthcare marketing initiatives in the wake of COVID-19. But search algorithms, listings platforms and consumer behavior are changing by the day as reopening begins. Which local listings strategies will most effectively rebuild consumer trust and bring patients back to your providers? In this webinar, Ben Fisher, a Google My…

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webinar-covid-19-reopening-listingsOnline listings are the cornerstone of healthcare marketing initiatives in the wake of COVID-19. But search algorithms, listings platforms and consumer behavior are changing by the day as reopening begins.

Which local listings strategies will most effectively rebuild consumer trust and bring patients back to your providers?

In this webinar, Ben Fisher, a Google My Business Product Expert and founder of local SEO and social media marketing agency Steady Demand, joined Binary Fountain experts to cover the most important listings platforms and features to monitor as healthcare organizations look to resume services and attract patients to facilities.

Click here to watch the on-demand webinar. 

Here are the key takeaways:

Google Searches for COVID-19 Information

The first piece of building trust with patients is making sure they have the correct information about when to arrive, where to go and what to bring. Before anything else, healthcare marketers should monitor and update their basic Google My Business attributes.

Phone numbers and hours are currently very important because consumers – especially healthcare consumers – are stressed and need accurate, fast information. GMB also launched COVID-19 Google Posts, in which you can fit a lot of information about what searchers can expect when coming to your facility. There are several types of new links that are valuable to healthcare organizations, including “virtual care” and “COVID-19 info.”

Google Q&A is not yet back online for healthcare providers, but that might change soon, so marketers should keep an eye on that section of their GMB profiles. With all listings updates, the panel recommends updating the information that directly impacts patient experience, so that patients know exactly what to expect if they book an appointment. You should also educate office staff so the information they offer patients is consistent with your listings.

Google Reviews and Patient Feedback

Google reviews and review responses were taken offline early during the COVID-19 outbreak, as Google looked to limit unverified, user-generated information, but they have started to return. You may or may not be notified when backlogged reviews begin displaying on GMB profiles, so monitoring them is key.

To manage and respond to the now-rising volume of reviews, Fisher recommends starting with recent reviews from the last two weeks before working through backlogged reviews. Keep in mind that high-quality responses have the power to convert negative reviews into positive ones, and readers of those responses will be more likely to trust your brand. Having recent reviews will be supremely important in the coming weeks, as consumers start returning to providers.

Now is also the time to add telemedicine questions to patient surveys, Cardell says. Measuring the virtual patient experience’s impact on your brand reputation will build valuable data as telehealth programs expand, and these specific questions will help your providers understand the patient experience differences between virtual and traditional visits.

Social Media and Other Listings

Many of the same principles apply to social media listings: “Keep consumers up to date, be responsive and be compassionate,” Fisher says.

At the same time, healthcare marketers should leverage the different strengths of different social media platforms. You might want to share more personal, humanized stories on Facebook and Instagram, but use Twitter for more newsy information, like local government or facility updates.

There are new COVID-19 features on healthcare-specific directories, as well, including telemedicine badges for physician profiles on CareDash and Healthgrades.

Every organization’s listings management strategy is different, but one major theme persists, according to the panel: If you are not communicating information that makes people feel safe, they’re not going to visit you. At this time, every consumer needs to feel as safe as possible, and online listings are your first opportunity to earn their trust.

For more insights and advice, click here to watch the on-demand webinar. 

 

Read more about COVID-19’s impact on healthcare marketing and Google Search on our COVID-19 Resources page and in these articles:

About the Author

Kieran McQuilkin
Content Marketing Specialist

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June 25, 2020

ATA 2020: Our Top Five Takeaways

By: Erik Fessler

ATA 2020 was this year’s annual conference hosted by the American Telehealth Association. The ATA is the only organization completely focused on advancing telehealth. ATA 2020 has been a fascinating look into the potential and future of telehealth in the US healthcare system. Attending professionals and leaders have access to hours of talks with thought…

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ata-2020ATA 2020 was this year’s annual conference hosted by the American Telehealth Association. The ATA is the only organization completely focused on advancing telehealth.

ATA 2020 has been a fascinating look into the potential and future of telehealth in the US healthcare system. Attending professionals and leaders have access to hours of talks with thought leaders. Attendees will likely bring back a wealth of insights as they return to their organizations. For those that couldn’t attend, here are our top five takeaways.

The Opportunity for Change Is Larger Than the Explosive Growth

Thanks to COVID-19, many experts now agree that telehealth and virtual care was underused before COVID-19. However, ATA 2020 attendees will know that technology wasn’t the primary holdup. Telehealth simply wasn’t a priority before it was the only way to safely see patients.

COVID-19 has created a moment similar to the 1973-1974 oil crisis. After the oil crisis, the US energy industry restricted itself to maximize oil production and ensure we never again experience a national shortage. This moment could help ensure patients never again experience a shortage of access to healthcare.

The current pandemic crisis has put telehealth in the spotlight and temporarily removed some regulatory and bureaucratic hurdles. The healthcare industry will certainly work to solidify some of these gains and come into long-term compliance with others. But it will need to make the most of the moment.

Heightened exposure to telehealth will likely be a long-term gain. However, healthcare systems will need to work with the government and payers to reach long term regulatory and payment agreements. Some issues, such as disagreements on reimbursement between providers and payers, may reemerge once the pandemic ends.

Conversational Agents will Supercharge Telehealth

Conversational agents were a major topic at ATA 2020. This technology interacts with patients through conversations. This includes text chatbots and vocal spoken word equivalents. These agents use Natural Language Processing (NLP) technology to “understand” users and make responses.

Binary Fountain users will already be familiar with NLP and may have heard how Steward Medical used it to analyze their telemedicine surveys. They discovered their providers were receiving positive feedback around their webside manner.

The NLP powered conversation agents will revolutionize American telemedicine by eliminating provider administrative burden. Chatbots are already capable of being the first point of contact for patients seeking care. Chatbots can gather patient information and answer standard questions.

Conversational agents can also direct patient traffic through healthcare systems. If the agent determines that a virtual or in-person exam is necessary, it can even direct patients to the correct specialist.

Conversational agents could also help providers during live telehealth examinations. Vocal NLP technology could take notes on patients as they speak to providers, reducing their administrative burden. Dedicated telehealth platforms can help further by packaging the patient information and transferring it to the next provider automatically.

Vocal conversational agents will even assist in-person staff. Product development is underway for an Amazon Alexa-like tool to reduce the burden on nurses. The devices will answer simple questions like “what’s on the menu for dinner” and “when are visiting hours?”

Patients may also be able to make requests or alert the staff to sudden changes in their condition. This system saves nurses the task of figuring out what the patient needs and prioritizing their requests.

This could streamline simple tasks such as needing a new pillow. It would cut response times in high priority situations, such as a patient experiencing sudden health changes.

Some Healthcare Systems Will Need to Re-Platform After COVID-19

COVID-19 forced healthcare systems to institute multi-month changes in a matter of days. Many healthcare IT teams did incredible work to achieve this for their institutions. Of course, some of their solutions will not be appropriate for long-term implementation.

Some of the video platforms currently being used for telehealth are common video conferencing tools. As a result, most are not HIPPA compliant. Tools not specifically designed for telehealth do not have integration features with other common healthcare software for information sharing.

HIPPA compliance and other regulations have been relaxed for now. Eventually, the security issues will have to be addressed once COVID-19 subsides. However, software integration for information sharing will likely be a long-term concern for health care systems.

Diversity Will Be Key to Success

Currently, many telehealth tools are designed for higher-level income individuals. This is common for developing tech products. However, looking forward, telehealth will need to grow its base to service large payers and their inclusive member networks.

Telehealth must be developed to engage all groups, all genders, ethnicities, income levels, and levels of health and technological literacy.

The groups designing telehealth software and supporting hardware need to be staffed with diversity in mind. We’re in an age of precision medicine, so these tools will need to work across the industry for all patients. We’ll need diverse voices at the drawing board to ensure the technology can hyper-focus on all health issues.

We can look to tech products as a warning as to what happens when developers lack diversity. Non-diverse developers have created facial recognition software with a preference for white men and racist AI.

Clearly, we cannot allow discrimination in health care, and diversity will be key to preventing it. Organizations with actionable diversity policies will likely create the best upcoming product options.

Telehealth Will Graft into the Nervous System of Healthcare

COVID-19 has helped normalize the industry adoption of telehealth as a new means for providers to see their patients. This function alone has the potential to improve the lives of both parties. But telehealth has the potential to do so much more.

Telehealth enhanced by conversational agents can help health systems coordinate and orchestrate care. NLP powered technology could assist providers during virtual and in-person care, and even take over some administrative tasks. Thanks to NLP, chatbots will be able to near-entirely take over patient intake.

This high potential could make telehealth become the front door of healthcare and assist throughout the entire patient journey. Telehealth tools will be able to save, package, and circulate the data they collect as patients move through the health system. It’ll cut down on provider administrative burden and increase the quality of patient care. Maybe most importantly, it’ll expand healthcare access and help to ensure that no patient “slips through the cracks.”

ATA 2020 made it clear that the future of healthcare is connected health, and telehealth could help us achieve it.

For more on telehealth, telemedicine, and virtual online care, browse these related posts:

About the Author

Erik Fessler
Marketing Coordinator

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June 23, 2020

Achieving the Quadruple Aim: Employee Satisfaction in Healthcare

By: Erik Fessler

Healthcare organizations are working hard to shift their goals and practices to improve the health of their patients. As the industry evolves, they are also focusing on the pursuit of the Quadruple Aim of Healthcare. The Quadruple Aim seeks to optimize health system performance through: Improved patient outcomes Improved patient experience of care Lower health…

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quadruple-aimHealthcare organizations are working hard to shift their goals and practices to improve the health of their patients. As the industry evolves, they are also focusing on the pursuit of the Quadruple Aim of Healthcare.

The Quadruple Aim seeks to optimize health system performance through:

  1. Improved patient outcomes
  2. Improved patient experience of care
  3. Lower health care costs
  4. Higher healthcare workforce satisfaction

There is a correlation between low staff engagement and lower patient satisfaction, poor outcomes, and increased costs. In order to achieve the Quadruple Aim, all aspects must be addressed. In this post, we explore how employee feedback and provider experience data help healthcare organizations meet their core business objectives.

What is the Quadruple Aim?

Every health organization is striving for top-quality outcomes for their patients. However, many realize that achieving consistent quality outcomes are tied to provider engagement and satisfaction. The Quadruple Aim was created as an expansion on the Triple Aim of Healthcare.

The Triple Aim was focused on improving the health of populations, elevating the patient experience, and reducing the per-capita cost of health care. The Quadruple Aim adds the fourth goal of provider satisfaction.

A growing number of studies are proving the correlation between provider satisfaction and the goals of the original Triple Aim. One found patients were about 2% less likely to recommend a hospital to friends and family for every 10% of nurses reporting dissatisfaction with their job. Meanwhile, a University of Missouri study found that low-quality nursing homes’ direct-care costs were 22% higher than those of high-quality organizations. Low patient satisfaction and experience have a steep cost.

Providers, staff, and care teams must feel happy and invested in their jobs for organizations to achieve and sustain improved patient outcomes. Unfortunately, provider burnout is a growing threat to health care systems and patient care. A 2019 Medscape survey discovered a 44% burnout rate among physicians across 29 specialties. This was a 2% rise from their 2018 study.

How to Achieve the Quadruple Aim

Improvements to the workplace are essential to helping the provider experience improve.

For example, giving caregivers efficient EMR technology enables faster care decisions without them needing to search dozens of disparate sources and documents. Clean, thoroughly stocked facilities allow physicians and nurses to worry about treatment instead of equipment. Clear corporate communications lead to fewer administrative headaches.

To find those areas of improvement, healthcare organizations need to open transparent lines of communication with providers. They must also establish consistent streams of employee feedback.

A Gallup poll found that 77% of employees are engaged when workers have:

  1. Open communication with management
  2. Input opportunities into their workplaces
  3. Perceive connections between current changes and the company’s future
  4. Believe management support for their workgroup

The same survey found that companies staffed by employees who strongly disagree that they had these resources had a mere 1% engagement rate.

Engaging your staff through surveys and reviews can be a powerful way to welcome that feedback and subsequently achieve higher clinical satisfaction.

Benefits of Employee Feedback and How to Use It

The benefits of proactively collecting employee feedback are numerous and vital for a thriving organization:

  • Gain an understanding of what you are doing well though employer surveys and other initiatives. Allow comments and free-text responses to gain unfiltered feedback in your health care workforce’s own words. Process these unstructured responses with Natural Language Processing (NLP) technology to quickly and efficiently analyze feedback.
  • Identify workplace weaknesses and make improvements to beat the high levels of unhappiness providers are reporting. One study found that 68% of family physicians and 73% of general internists would not re-choose their current specialty in a career reboot. You do not want this to be the norm for your providers. Use NLP technology to find areas of improvement, and impress employees with timely adjustments.
  • Understand what motivates your employees to achieve better alignment and boost employee engagement. The Monroe Clinic in Wisconsin found that a 1% increase in employee engagement increased the organization’s HCAHPS rating by one-third of a percent. It also increased patients’ willingness to recommend the institution by a fourth of a percent. Find out what your employees value, and then work to build synergies with your organization’s goals.
  • quadruple-aimImprove retention rates and turnover through improvements to workplace culture. Healthcare by nature can include high stress and high workplace demands. But small changes to policies, facilities, and culture can compound into major gains for healthcare organizations.
  • Recruit top talent by sharing positive employee feedback on employer brand websites. Nearly 40% of job seekers said employer reviews were the most important content when researching a potential company to work for. Publish positive employee survey responses on job boards to show top healthcare talent what your organization has to offer.
  • Keep a pulse on the most important asset of your organization – your people.

Manage Your Employee Satisfaction and Culture

 you’re interested in managing and improving your employee engagement and satisfaction to achieve the Quadruple Aim, be sure to investigate Binary Fountain’s Employer Brand Analytics solution. Our powerful tools gather employee feedback from your organization’s surveys as well as online review sites such as Glassdoor and Indeed. We make it easy to find insights useful towards elevating employee satisfaction, improving company culture, and recruiting top talent.

Want to learn more about how Binary Fountain can help you achieve the Quadruple Aim?

Schedule a Demo

About the Author

Erik Fessler
Marketing Coordinator

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June 22, 2020

How to Improve Organic Search Rankings

By: Erik Fessler

Page SEO can be a powerful practice to improve your organic search rankings. Many websites, online profiles, and even social media pages are discovered through search engines. This makes it important to optimize each ranking factor of your SEO to expand your online reach. To help those new to page SEO get started, we’ve created…

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improve-organic-search-rankingsPage SEO can be a powerful practice to improve your organic search rankings. Many websites, online profiles, and even social media pages are discovered through search engines. This makes it important to optimize each ranking factor of your SEO to expand your online reach.

To help those new to page SEO get started, we’ve created a short guide to three critical ranking factors. You should apply these tips to each page of your website, including your homepage, product or service pages, and blog posts. These factors can also be applied to your online presence on social media and online review site profiles.

Keyword Research

Keywords are words and phrases that help search engines direct their users to relevant content. Using strategically chosen keywords will raise your search rankings in applicable queries.

To start, make a list of words and phrases your ideal customer might use in searches. For instance, if you’re creating a webpage to promote telemedicine, start with words like “telemedicine,” “virtual care,” and “online care.”

Once you have a list, research each idea’s search volume and alternates to settle on your main target keywords. Find keywords that will help you rank in popular searches with low levels of competition. There are several free tools to do this:

  • Wordtracker Scout is a Chrome extension used to see which keywords other websites are using. Use the extension to understand why certain webpages are ranking more highly and can help you find new keywords.
  • WordStream’s Free Keyword Tool displays search volumes, CPC (cost per click, for paid search engine promotion), and competition ratings for keywords. It also gives you alternative keyword suggestions to consider.
  • Google Keyword Planner is intended to help marketers optimize Google ads, but it can also assist in your organic search keyword research. The tool shows which keywords are ranking and receiving clicks. You’ll need an AdWords account to access this tool.
  • Google Trends is another free Google tool that shows you basic reports on keyword popularity. It’s not as detailed as the AdWords Keyword Planner. But it does allow you to see some of the data without an AdWords account.

Once you’ve chosen your target keywords, start sprinkling them throughout your online copy. However, be careful not to go overboard, and do not attempt to rank in searches you are not relevant to. Keyword abuse will hurt your quality scores and tank your search rankings.

Link Building

webinar-covid-19-reopening-listingsHyperlinks are another factor that affects SEO. Links can be classified into two separate categories: internal links and external links. Having both are essential to improve your organic search rankings.

Links that lead to other pages on your website are internal links. For example, the following link to our 5 Great Local Link Building Strategies for Apartments is an internal link. The links built into your website’s menu bars are all mapped and considered internal links.

Internal links give your website structure. Search engines can follow these links to discover additional pages on your site. These pages are archived for possible search suggestions for future searches.

Internal links also help your readers find information effectively. Well placed internal links can encourage visitors to stay on your website for longer periods of time. Longer site visits indicate higher website quality, which can give your entire domain a step up in all search results.

External links are any links that lead to webpages on a different website. Outbound external links lead from your site to an outside site. Any links to your website from outside sites are inbound external links, or “backlinks.”

Inbound external links are the most valuable for SEO. They indicate to search engines that you have quality content. They also bring organic traffic from the linking website.

Outbound external links, on the other hand, aren’t particularly valuable to SEO. They are valuable to your readers, however, which can help your long-term readership numbers and page visits.

Linking to sources for statistics and other claims helps build trust with your readers. Links to useful resources, such as our keyword discovery tool links above, provide value to your readers.

Creating value is the best way to build loyal readers. It’s also the best way to earn backlinks to your content.

SEO Title and Meta Description

Controlling how your webpage is displayed in search engines is a third way to improve your organic search rankings. Optimizing your SEO titles and meta descriptions can increase your click rates when your webpages appear in searches.

SEO titles are the names each webpage displays in search results. In Google, these titles are the blue page names that sit above the page (meta) descriptions. Some social media and online review site profiles also display descriptions you can control.

How you edit SEO titles and meta descriptions varies depending on your CMS. WordPress users will need to check to see if you have plugins that edit this information. Some online directories use the first few lines of your profile bio or description as the meta description. This means you can control what is displayed by optimizing these sections.

Once you’ve figured out how to edit your information, start by optimizing your title. Your SEO title should be no longer than 70 characters and should use your target keywords.

If your webpage has a visual title, such as a blog post, your SEO title should mostly match this title. You may need to shorten longer titles. If the visual title doesn’t contain your keywords, you should consider adding them.

Next, update your page’s meta description. If you’re making improvements to multiple webpages on your website, start with your homepage, product, service, and location pages. Websites that depend on key employees, such as healthcare, should also prioritize optimizing these pages.

Meta descriptions should be keyword rich and 150-160 characters long. They should include at least one call to action to entice high click-through rates. These descriptions are essentially product descriptions for each of your webpages. Usually, you want to have individual, non-duplicated descriptions.

To learn more about improving your organic search results, browse these related posts:

[Blog] Top 5 SEO Strategies for Doctors
[Webinar] 5 Updates to Google My Business Impacting Digital Marketers
[Blog] SEO Trends in Healthcare: Optimize Your Website for Search Engines
[E-book] Your Comprehensive Guide to a Winning Healthcare Listings Management Strategy
[Blog] Local SEO Strategies for Multiple Business Locations

About the Author

Erik Fessler
Marketing Coordinator

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June 18, 2020

Tracking Coronavirus Search Trends on Google – June 2020

By: Kieran McQuilkin

Amid dramatic changes in consumer behavior brought on by the coronavirus outbreak and the current reopening of many businesses and public spaces, healthcare marketers are looking to trends on Google Search for guidance on how to communicate with consumers. The nuances of safely returning to medical facilities or using telemedicine are confusing for even the wisest of consumers, so search trends give us…

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coronavirus-search-trendsAmid dramatic changes in consumer behavior brought on by the coronavirus outbreak and the current reopening of many businesses and public spaces, healthcare marketers are looking to trends on Google Search for guidance on how to communicate with consumers.

The nuances of safely returning to medical facilities or using telemedicine are confusing for even the wisest of consumers, so search trends give us a genuine picture of the thoughts, questions and concerns that enterprise health systems must address in their listings and communications.

In this article, we break down June’s Google Search data to understand what types of information healthcare consumers are looking for. Here are coronavirus search trends that marketing teams should monitor.

Overall Search Trends for COVID-19

COVID-19 has dominated search queries in the past few months, but other types of Google searches are beginning to return to normal levels. As states began to reopen stores and public spaces, coronavirus search volume in early June dipped lower than both weather and news for the first time since March 1.

According to Binary Fountain client data, total searches for healthcare organizations dipped more than 60% in March but have started climbing back up, now at 38% fewer weekly searches than in February. Clicks on healthcare companies’ GMB profiles are rebounding more rapidly, now down just 8% from February click volume. Meanwhile, clicks to phone calls have increased more than 20% from pre-outbreak levels, which should motivate healthcare marketers to ensure their local listings have updated phone numbers.

For a full picture of the search landscape, Google Trends has daily updates for the top 100 places searching for coronavirus and the top related queries – what people type when searching for the virus.

On June 17, the most top coronavirus queries on Google were “coronavirus cases,” “Florida coronavirus,” “coronavirus US,” “coronavirus update,” “coronavirus USA,” “coronavirus news” and “coronavirus symptoms,” followed by searches for state-specific information.

The search engine is also keeping track of trending questions related to coronavirus risk, which in the past week were:

  • Are pregnant women at high risk for coronavirus?
  • Who is at risk for coronavirus?
  • Are people with asthma at risk for coronavirus?
  • Who is at higher risk of developing complications from COVID-19?
  • What is the risk of getting coronavirus on a plane?

Meanwhile, “coronavirus risk level by activity” has spiked 1,650% in the past week in the U.S., as consumers begin to wade into public spaces and regular activities. Last week’s top searches for “when can we…” included “when can we stop wearing masks?”, “when can we travel again?”, and “when can we stop social distancing?”

Related June Search Trends

Though a majority of searches regarding COVID-19 are currently related to states reopening and health guidelines, there are other search trends healthcare organizations should monitor.

The search engine has reported a recent spike in “steroids and coronavirus,” “dexamethasone” and “use of hydroxychloroquine,“ revealing that treatment options are still top of mind for consumers. They’re also digging further into the virus itself, with “cytokine storm meaning” searches doubling between June 16 and 17.

Search trends also suggest – expectedly – that people are looking for entertainment or a vacation. “Places to vacation during COVID” spiked 650%, “places to travel during COVID” spiked 450% and “safe vacation ideas during COVID” spiked 350% in the past week in the U.S.

Other top-trending U.S. queries in the past week have included “banning alcohol on planes,” “what states have a spike in coronavirus,” “Disneyland reservations July” and even “Garth Brooks drive in concert tour.”

 Finding Positive Coronavirus Searches

It’s easy to forget that not all coronavirus search trends are negative. Marketers – especially in healthcare – should remember that people search for how they can help in disaster scenarios. Healthcare brands should answer these questions with content – on Google listings and otherwise – about how to support local providers.

Google recommends the following methods of using its platform to help consumers and support healthcare workers:

  • webinar-covid-19-reopening-listingsLet people know that solutions are available whenever, wherever.
  • Assess when people need you most, whether through your own first-party data or Google Trends.
  • Frequently update or publish content that informs, entertains, connects and promotes wellness.
  • Consider who the heroes are among your employees, your customers or your local community.
  • Consider whether your technology, your operational rigor or your equipment can be highlighted as a contributor to the cause.

Some search trends might offer inspiration for how to lighten up some of your COVID-19 communications. “Welcome back to work meme” was a breakout query on June 15 and “how to hug during pandemic” increased by 5,000% last week.

For more content on managing your brand during COVID-19, you can visit our COVID-19 Resources Page and browse these resources:

About the Author

Kieran McQuilkin
Content Marketing Specialist

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June 17, 2020

4 Use Cases for Natural Language Processing (NLP) in Healthcare

By: Kieran McQuilkin

Healthcare organizations have more access than ever to data-driven technology that can improve healthcare outcomes and drive business opportunities. It’s not easy for these enterprise systems to harness the trillions of gigabytes of health data and web content, but Natural Language Processing (NLP) in healthcare is a promising part of the solution. As the digitization of healthcare continues, the industry is also looking to…

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nlp-in-healthcareHealthcare organizations have more access than ever to data-driven technology that can improve healthcare outcomes and drive business opportunities. It’s not easy for these enterprise systems to harness the trillions of gigabytes of health data and web content, but Natural Language Processing (NLP) in healthcare is a promising part of the solution.

As the digitization of healthcare continues, the industry is also looking to make better use of unstructured data. NLP describes the ways in which artificial intelligence systems gather and analyze unstructured data from human language to extract patterns, uncover meaning and formulate responses.  In other words, NLP attempts to get to the heart of language formation and use that understanding to automate and improve human processes.

Leveraged properly, the technology enables providers to automate administrative workflows, invest more time in patient care and improve patient experience using real-time data.

In this article, we will cover the most beneficial uses of NLP for healthcare companies, including benchmarking patient experience, review management and sentiment analysis, dictation and EMR implications and predictive analytics.

Here are some of the top use cases for NLP technology in healthcare:

1. Patient Experience and Value-Based Care

The unstructured clinical record and the patient feedback that comes after a visit contain insights into the patient experience that aren’t available in the structured record. NLP technology can identify these gaps by pulling key words and phrases from free text that will inform care decisions and benchmark the patient experience across physicians and locations.

This type of data mining in healthcare, made possible by NLP, can help reduce subjectivity in decision-making and help organizations deliver better, more efficient care to patients.

Meanwhile, the shift to value-based reimbursement means healthcare organizations need to measure provider performance and identify gaps in care for reporting to payers and regulators.

The value-based care model incentivizes both providers and payers to demonstrate positive patient outcomes after leaving the clinical setting. Data-rich health systems are now using natural language processing to analyze post-care survey feedback, online reviews, social media posts, and many other sources of unstructured text. These insights are key to identifying positive and negative patient experience factors that, if optimized or improved, will lead to higher CAHPS scores and provider ratings.

Use Case:

French research group developed an NLP-based algorithm that would help monitor, detect and prevent hospital acquired infections. It made sense of unstructured data from clinical notes and patient feedback, and used those insights to identify early signs of infections and notify clinicians.

2. Review Management and Sentiment Analysis

In addition to patient experience improvements, NLP can help healthcare organizations manage online reviews in a highly regulated industry.

Natural Language Processing technology can collect and analyze the thousands of healthcare reviews posted every day on third-party listings, finding protected health information (PHI), profanity or other content relevant to HIPAA compliance. It can also quickly analyze and evaluate human sentiment of unstructured comments, along with the context of how they are being used.

In this case study, learn how Temple University Health System leverages Binary Fountain’s NLP technology to analyze unstructured survey responses with an accuracy rate greater than 90%, turning qualitative data into quantitative business intelligence about patient experience.

Many healthcare systems also use text analytics to monitor the Voice of Consumer in reviews, so physicians understand how patients talk about their care and can better communicate using a shared vocabulary. Similarly, NLP systems can track consumer sentiment about your healthcare brand by pulling insights from positive and negative words or phrases within reviews or social media posts.

Use Case:

A Sant Baba Bhag Singh University study found that using sentiment analysis from social media data helped providers improve treatments by understanding how patients talk about their Type-1 and Type-2 Diabetes treatments, drugs and diet regiments.

3. Dictation and EMR Implications

An average EMR record runs between 50 and 150 MB per million records, and the average clinical note record is 150 times as large. To manage that administrative workflow, many physicians are replacing handwriting or typing with voice notes, which NLP tools can easily interpret and add to EMR systems.

This application of NLP allows physicians to automatically transcribe their conversation with patients, which means they can commit more time to improving the quality of care. But its implications go further.

Many of the clinical notes in EMRs are in unstructured form, but NLP offers a way to effectively, and automatically, interpret clinical notes. It can pull details from diagnostic reports and physicians’ letters, ensuring that all relevant information is uploaded to the patient health profile. For example, NLP systems could extract any notes in a patient’s electronic record that mention prescribed medications and if they were effective.

Use Case:

2018 study used NLP to process radiology reports looking for pulmonary embolism and postoperative venous thromboembolism, and found that unstructured data analysis identified 50% more cases than structured data alone.

4. Root Cause Analysis and Predictive Analytics

Another exciting, but more complex, benefit of NLP is how predictive analytics can solve population health problems.

Applying NLP to vast caches of electronic medical records can help identify subsets of geographic regions, ethnic groups or other population segments that face different types of health disparities. Existing administrative databases can’t analyze socio-cultural impacts on health at such a scale, but NLP could pave the way for further research.

NLP-healthcare-use-caseAn often-cited example of this NLP application for healthcare companies is its use for Kawasaki diseases, where delays in diagnosis can lead to critical complications. In a 2016 study, an NLP-based algorithm identified at-risk patients with a sensitivity of 93.6% and specificity of 77.5% compared to notes manually reviewed by clinicians.

At the same time, NLP can be used to analyze unstructured feedback and find the root cause of patients’ concerns or poor outcomes.

For example, healthcare-specific NLP can recognize phrases like “emailed us a video” as a positive sentiment concerning the topic of “Helping Patients Understand” within the “Provider” category. Monitoring long-term trends of sentiment surrounding topics in these categories, like “patient care,” “non-clinical staff” or “facilities,” can help organizations nail down the origins of negative patient experiences for providers or locations.

When patient experience personnel have a true understanding of a patient’s sentiment, they can conduct the appropriate outreach, perform service recovery and build a deeper relationship between the hospital and the patient.

Use Case:

2018 study used NLP to predict suicide attempts by monitoring social media, showing clear indicators of imminent suicide risk by Twitter users who changed their speech patterns on the platform in specific ways. The system’s prediction rate hit 70%, with just a 10% false positive rate.

NLP Made Specifically for Healthcare

Data-driven health systems looking to optimize patient experience, reduce costs and improve care outcomes should consider the myriad insights hidden in unstructured data. With a wealth of patient feedback available, it is imperative for healthcare providers to begin investing and implementing NLP-powered patient feedback management solutions to secure and ensure patient loyalty.

Natural Language Processing is not a one-size-fits-all solution, so NLP systems in the healthcare industry need to understand the sublanguage used by medical professionals and by patients. Binary Fountain’s NLP-driven technology platform was built specifically for the healthcare industry, and can help your organization get the most from both real-time and historical feedback data.

Book a free demo to learn more.

About the Author

Kieran McQuilkin
Content Marketing Specialist

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June 16, 2020

What is Review Generation?

By: Kayla Zamary

Online review generation, as well as carefully curated review responses, should be a top concern for all digital marketers. Customer reviews and your responses could have a major impact on your business. Online reviews can either be a massive boon for your business or a huge turn off to potential customers. Consumers use online reviews…

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review-generationOnline review generation, as well as carefully curated review responses, should be a top concern for all digital marketers. Customer reviews and your responses could have a major impact on your business.

Online reviews can either be a massive boon for your business or a huge turn off to potential customers. Consumers use online reviews to do everything from finding a doctor in their city to buying a book on Amazon.

The quality and quantity of online reviews can also impact your local SEO search results. Search engines want to offer their users high-quality results, so they favor businesses with many positive reviews. Plus, having better reviews gives consumers a reason to trust your service or product over your competitors.

Review generation and management can help you stay a step ahead of your competition and dominate the search results. We’ll show you how to get more reviews and effectively manage them.

What is Review Generation?

Review generation is the process of getting more online reviews on your business listings’ review sites. This includes sites like Google and Facebook, among other industry-specific ones like Apartments.com and HealthGrades.

Different review sites have unique rules regarding the solicitation of reviews to ensure authenticity and fairness, so be sure you are following their best practices before asking customers for reviews.

Here are links to some of those guidelines:

Generally, platforms require reviewers to focus on the product or service offered by the business and follow their community standards.

How to Get More Reviews

ebook-guide-attracting-reviewsHere are a few strategies for getting more online reviews:

  • Ensure you have claimed and are managing all of your organization’s online listings for top review sites in your industry
  • Ask your customers to leave online reviews about their experiences to show that you care about their feedback
  • Add links on your website and other marketing channels to make sure your review sites are prominently shown
  • Send SMS messages asking for them to review your business
  • Ask for feedback with surveys on your website or in the office
  • Encourage customers to check-in to your locations on Facebook or other location-based social media platforms

Make sure you aren’t pushing your customers to only give positive reviews, as this can violate many review sites’ guidelines. You should always ask customers for their real opinions rather than what you hope they will say.

Google and Facebook track a user’s location in real-time and ask them to check-in or review the location visited. The service will then send them a notification up to 48 hours later asking how their experience was. If you can encourage your customers to check-in, you can get reviews without asking.

Turning Negative Reviews Into a Positive Asset

If you do get a positive review, thank the reviewer and make sure to encourage them to come again.

If you do get negative reviews, don’t panic! Responding to negative reviews the right way can potentially turn lemons into lemonade.

Just because you received a negative review doesn’t mean you can’t turn things around. A negative review, much like a survey, is an opportunity to learn from mistakes and improve your customer’s experience. In fact, review sites recommend being proactive in engaging with customers, especially to address negative comments.

Think about it from the consumer’s perspective—if a business is willing to take the time to apologize to an unhappy customer and tell them they will fix the problem, that should encourage that customer to come back and try the product or service again.

Review Generation Improves your Brand Reputation

In the digital age, perception is reality.

82% of consumers report reading online reviews for local businesses. That means that reviews are incredibly important for how people view your brand’s reputation.

If you run a healthcare clinic, people want to know that their doctor has a good bedside manner. Apartment hunters may be researching a property management company’s reputation before deciding to tour your property.

If you haven’t been proactive with your online reputation, there’s no time like the present to start.

Interested in learning more? Here are some other materials that may help:

Want to learn more about how Binary Fountain can give your online reputation a boost?

Schedule a Demo

 

About the Author

Kayla Zamary
Marketing Manager

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June 12, 2020

The True ROI of Reputation Management

By: Kayla Zamary

Socrates once said, “The way to gain a good reputation is to endeavor to be what you desire to appear.” He wasn’t talking about the ROI of Reputation Management, but he could have been. Most top-performing professionals would agree: you have to walk the walk if you’re are going to talk the talk. The way…

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reputation-management-roiSocrates once said, “The way to gain a good reputation is to endeavor to be what you desire to appear.” He wasn’t talking about the ROI of Reputation Management, but he could have been.

Most top-performing professionals would agree: you have to walk the walk if you’re are going to talk the talk. The way a business earns a good reputation is no different.

Striving to provide the best product or service while maintaining ethical standards is important for any growing business. Online reputation can make a world of difference in demonstrating your commitment to quality and separating yourself from your competition.

75% of respondents indicated that online reviews and ratings influence their choice of physician in Binary Fountain’s latest Healthcare Consumer Insight survey. Perception is reality in the mind of the consumer. Because of this, the importance of having a fantastic online image can’t be understated.

Are you interested in acquiring new customers, retaining your current ones, and growing your business? If so, you need to invest in online reputation management to ensure you know what is being said about your business online. Doing so will enable you to discover the actionable insights needed to maintain your customers’ happiness.

Monitoring your online reputation isn’t always easy, but it’s ultimately worth the investment regardless of what industry you are in.

The Cost of Online Reputation Management

Before you can measure the ROI of reputation management, you need to know the costs associated with starting a program. As a business owner, you don’t have unlimited resources. But you need to be willing to invest in the improvements necessary to make your business better.

If you decide that you are going to invest in reputation management, you have to commit to:

  • The hours and/or staff needed to monitor your star ratings/reviews
  • The necessary resources to improve what customers are complaining about
  • Tools and training that will help your team be more effective and efficient in their tasks

In the long run, however, those commitments will pay off. Customers will begin to notice the improvements you’ve made. Your online reviews will improve and attract new customers, who will leave new positive reviews and continue the cycle. A reputation management program is a long-term, compounding interest investment.

Now that you understand the costs and benefits, let’s move on to the ROIs of a reputation management program.

Sentiment and Reviews on Social Media

Social media is a tremendous opportunity for customers to research and discover businesses and brands.

Your business may not use social media often, your customers, and your potential customers do. Many are interested in finding a new product or service. This means your business is being scrutinized on social media platforms, even if you don’t pay attention to them.

There are many different KPI’s to look for when you are measuring the impact of your reputation management program. Overall consumer sentiment, engagement, and star rating improvements are all metrics your competitors may be optimizing.

Before you start a reputation management program, measure your current social media stats to set an accurate baseline. Note your current:

  • Star rating averages
  • Complaints customers have left in reviews
  • Number of followers
  • Levels of positive engagement (different than just engagement score)

Seeing a lift in each of these areas can demonstrate the impact of your reputation management program.

Star Rating

Many ratings and review sites give you an average rating every time you pull up your business page. Make a note of your current star ratings across the most relevant sites. Set a goal for how much you want to raise them in the next year.

You want to maximize your star ratings but remember that they’re relative and only a summary of your online reputation. There is no standardized definition of a five-star rating among customers.

Customers will want to see more than just an average rating. They’ll want to read real comments from real people, both positive and negative.

Customer Complaints

Experiential data helps put into context why someone gave you a three-, four-, or five-star rating. That’s why it’s important to understand the operational customer experience factors that are working.

Take note of why the customer left the review they did. What were their objections for not leaving a five-star review?

This could include employee communication with the customer, for instance. Or it could be a factor that requires prompt service recovery, such as front desk staff or wait times.

Finding that underlying “why” will highlight areas of improvement for your staff. It will also act as a measuring post for your reputation management program. The correct implementation should lower complaint frequency in those areas.

Finding, recording, and analyzing the brand sentiments of this feedback manually can be a time-consuming task. A reputation management software program with Natural Language Processing can automate the process, freeing up time for improvement implementation.

Followers

metrics-reputation-managementThe number of followers you have on social media platforms is also an indicator of your business’s popularity. Unhappy customers aren’t likely to engage with your brand outside of a negative review. Adding more followers is an indicator of positive sentiment towards your brand.

This does not hold true if you buy followers like many “social media experts” will advise. Inflating your followers with fake followers and spam only hurts your ability to measure actual social media engagement levels. It will also stand out like a sore thumb over time. Don’t do it!

Positive Engagement

You will know your reputation management program is succeeding when you see increases in user engagement like reposts and comments. It shows that you’re activating your “tribe” to have more positive interactions with your brand.

Avoid false positives by carefully paying attention to the sentiment behind the engagement. These should be easy numbers to find with basic social media monitoring APIs.

Direct Reputation Management ROI from Social Media

Interested in getting hard numbers from your social media engagement? Look at traffic from your social media pages to your website and average conversion rates or click to call metrics.

Social media is a great tool for brand growth, but it’s not the primary point of conversion for many users. Leverage it as a way to engage your customers and get a better idea of their brand perception.

Measuring Reputation Management ROI on Review Sites

Paying attention to review sites can be even more important than social media for physicians, restaurants, and other service-related industries. Keep track of your ratings on Google, Yelp, and industry-specific ones – for example, CareDash for medical providers. Start by setting up or claimed profiles on these pages if you haven’t already.

These directories are how many consumers find services online. They trust what other people are saying about the level of service being provided.

Like measuring the impact on your social media platforms, you will want to start by getting a baseline for how your business is currently viewed by customers.

You will want to look at:

  • Star rating
  • Current customer sentiment
  • SEO results

Star Rating for Review Sites

Very similar to social media, you should see an average or composite score of all of your reviews on a platform. This will give you an up or down indication of how your customer service is trending in the eyes of the consumer.

When looking at these scores and reviews, it may be tempting to respond to a negative review. We recommend checking out our guide on how to respond to negative reviews before opening that can of worms. You can do more harm than good if you aren’t careful.

Below are seven best practices Spartanburg Region Healthcare System has instituted around negative online reviews:

  1. Have a set of complaint and grievance policies and procedures that are reviewed during new employee onboarding.
  2. Emphasize the importance of good customer experiences and empower employees to turn negative experiences into more positive ones.
  3. Quickly alert employees about customer grievances and offer guidance to help turn bad experiences around.
  4. Instruct employees on who to alert about negative reviews on social media.
  5. Do not allow employees to respond directly on social media.
  6. Review reputation management with your current employees on a monthly basis.
  7. Take time to celebrate good reviews and improved results together.

The ultimate goal you should set for yourself is to improve your star ratings by at least half a star in the first year. That should be a realistic and obtainable goal.

Current Customer Sentiment

You need to analyze current customer feedback to better understand where you are failing to meet their expectations. Use this feedback to figure out how you can fix the issues they are experiencing.

Identify a few key areas and make them an operational focus over the next year for your business.

SEO Results

ebook-covid-19-healthcare-marketersDid you know online reviews greatly impact search engine results?

Search engines like Google prefer serving up the best possible results for their users. They use star ratings as social proof. It ensures they are giving a user the best quality service when performing a local search.

See your current organic search rankings by searching for your service offerings using the Incognito feature on Google Chrome.

Not ranking #1 on key services? Read your competitors reviews to get an idea of what they are doing and how you can improve. Hopefully, these rankings change as you continue to make improvements from customer insights.

Offline KPIs

Offline measurements of success are usually even more crucial for driving business decisions than your impact online. Reducing customer churn and increasing retention are more important than how many followers you have on social media.

In order to do this, take baselines of the following KPIs.

  • Net promoter score
  • Customer satisfaction surveys
  • Patient/customer referrals
  • Customer lifetime value (CLV)
  • Estimated market share

These are KPIs that will lead to long term revenue growth for your organization and should be the measurements of focus for evaluating the ROI of your reputation management program.

There’s one more crucial part in measuring the ROI of your reputation management program: the benefit of building a better relationship with your customer.

The Real ROI of Reputation Management: Customer Relationships

Monitoring your reputation online helps you understand what your customers care about and how they think. That’s invaluable for your organization. It gives you the information you need to make good decisions about how your organization should operate.

Organizations may be shocked by what they discover upon starting a reputation management program. Physicians at Kure Pain Management (now Clearway Pain Solutions) assumed they’d already mastered patient satisfaction before their program started.

After some initial resistance and eye-opening results, the staff uncovered significant patient concerns and immediately began addressing them. Physicians were informed about negative feedback to highlight pain points or help individual employees improve. Seeing measurable data was essential to employee buy-in.

The effort improved individual physicians’ and the organization’s online reviews and ratings. Staff time management improved, patient wait times fell, and spending was even decreased across the organization. The resulting improvements to customer service increased patient satisfaction and loyalty.

Reputation management gives you the opportunity to build a long-term relationship with your customers.

If you aren’t investing in reputation management software, you aren’t getting the insights you need to better satisfy your customers. Satisfied customers become lifelong customers. Weigh the price of reputation management software against the lost opportunity costs to grow your business.

48% of consumers consider online ratings/reviews the most important factor when choosing a physician. Take what people are saying online as seriously as a new customer to succeed in today’s market.

When you see a pattern in customer feedback make the operational or staffing improvements needed to address the complaints. Continued iteration on your processes or products will lead to happier customers and positive reviews. This influences more people to try your business.

Increased customer acquisition and retention are priceless for any business and the true ROI of reputation management.

Want to learn more about how Binary Fountain can improve your online reputation?

Schedule a Demo

 

About the Author

Kayla Zamary
Marketing Manager

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