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June 13, 2019

Hospital Reputation Management Made Easy

By: Kayla Zamary

Binary Fountain’s Senior Vice President of Marketing, Aaron Clifford, was recently a featured guest on Medicom Health’s webinar, “Hospital Reputation Management Made Easy.” In this presentation, Aaron explained to audiences why hospital reputation management is a critical, if not overwhelming, task and offered strategies for guaranteed management success. Consumerism in Healthcare One point that Aaron…

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hospital reputation managementBinary Fountain’s Senior Vice President of Marketing, Aaron Clifford, was recently a featured guest on Medicom Health’s webinar, “Hospital Reputation Management Made Easy.”

In this presentation, Aaron explained to audiences why hospital reputation management is a critical, if not overwhelming, task and offered strategies for guaranteed management success.

Consumerism in Healthcare

One point that Aaron put an early emphasis on was the growth of “consumerism” in the healthcare space.

“‘Consumerism’ is no longer a buzzword in healthcare–it is the reality,” he said. “Consumers are researching and comparing products and services by things like prices and reviews, including their healthcare providers.”

Additionally, he pointed out that 68% of health-related searches now begin on mobile devices and 77% of patients search online for doctors before making an appointment. These statistics show that having a solid online reputation is key to continued growth, particularly on mobile.

Creating a Hospital Reputation Management Strategy

Aaron then laid down 4 steps hospitals and other healthcare providers need to take to build the groundwork for a reputation management strategy:

  • Own your online presence–find all potential places your hospital could be listed, take ownership and update and relevant information
  • Monitor all mentions and reviews–set up automated alerts to track comments whenever they are posted
  • Respond to feedback–whether comments are positive or negative, make responding to patients a priority, comply with HIPPA guidelines and keep it professional
  • Generate reviews–don’t bait patients into providing just positive comments, as feedback of all kinds help you grow the most

Beyond Third-Party Reviews

Lastly, Aaron talked about how centering hospital reputation management around transparency can significantly boost brand sentiment and patient loyalty. His three specific goals of transparency were:

  • Manage online presence to ensure facilities are better represented online
  • Publish existing survey data, like CAHPS, to gain consumer trust
  • Influence consumer choice by driving traffic to your site over third-party review sites

View this webinar on-demand here.

About the Author

Kayla Zamary
Marketing Manager

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June 11, 2019

Improving the Patient Experience: A 360-Degree Review of All Patient Touchpoints

By: Kayla Zamary

Healthcare providers of all sizes are following in the footsteps of major commercial brands like Amazon, Google and Lyft to focus on customer-centric marketing and new digital engagement methods for improving the patient experience. People now expect to find the same qualities that they value in commercial environments in healthcare settings, from the website to…

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improving the patient experience

Healthcare providers of all sizes are following in the footsteps of major commercial brands like Amazon, Google and Lyft to focus on customer-centric marketing and new digital engagement methods for improving the patient experience. People now expect to find the same qualities that they value in commercial environments in healthcare settings, from the website to the follow-up survey.

Healthcare providers need to tailor their online messaging and reputation to factor in what their patients are seeking out and use this information to shape their patient experience initiatives.

Amidst evolving patient expectations and surging competition, healthcare innovators must create and deliver a robust consumer engagement practice that edges out vertical opposition and earns market share.

Our latest whitepaper, “Improving the Patient Experience: A 360-Degree Review of All Patient Touchpoints,” addresses the importance of owning your digital presence to deliver a unified patient care experience that goes beyond a new logo, branding initiative and website. You’ll learn how to:

● Optimize positive patient engagement with an interactive, robust patient experience across every interaction
● Building a transformative digital platform that aligns business initiatives with ultimate consumer demands
● Recognize your current place in the market and manage brand reputation

Download the whitepaper here to get all of the insights.

 

About the Author

Kayla Zamary
Marketing Manager

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June 10, 2019

Byline: Use SMS to Mount a Mobile Testimonial Campaign for Your Dental Office

By: Kayla Zamary

Binary Fountain’s Senior Vice President of Marketing, Aaron Clifford, recently penned a blog for Dentistry Today to talk about how dental practices can leverage mobile engagement for instant feedback and to elevate their online presence. “If dentists are already interacting with their patients via SMS to confirm appointments, they should consider adding another layer of…

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mobile testimonial campaignBinary Fountain’s Senior Vice President of Marketing, Aaron Clifford, recently penned a blog for Dentistry Today to talk about how dental practices can leverage mobile engagement for instant feedback and to elevate their online presence.

“If dentists are already interacting with their patients via SMS to confirm appointments, they should consider adding another layer of SMS engagement and ask patients to leave a review or fill out a survey,” he writes. “Following up via text message directly after a patient leaves the office is the most effective way to engage patients and inspire immediate action.”

Aaron also offers these best practices for Implementation:

  • Craft the content: The message should be short and sweet, ie, get to the point. Provide a call to action within the message and include a clickable link to direct the patient to a review site. Offer the necessary details, but don’t inundate the patient with too much information. If it is too long, the patient will not bother reading the content. Keep in mind that SMS has a limit of 160 characters per message, and we recommend keeping your outreach concise to one SMS message.
  • When to send: Timing matters. It is more likely for a patient to leave a review immediately after the visit as the experience is still top of mind. If too much time lapses, the patient might feel less connected and therefore not engaged enough to leave a review. The recommendation is to reach out once or twice post-visit via SMS to request a review, but don’t overwhelm the patient with countless follow-ups.
  • Say thanks: When patients take the time to post a review on a rating site or social media channel, be sure to thank them. When you reach out to let these patients know your office appreciates the time it took to leave an honest review, either positive or negative, patients will be more likely to leave reviews in the future.
  • Measure performance: Once an SMS campaign is implemented, keep track of your office’s performance by monitoring, assessing, and benchmarking the results. Pay close attention to patient retention rates both before and after the mobile testimonial outreach to see how transparency and engagement can positively affect a practice.

You can read the whole article at Dentistry Today here.

About the Author

Kayla Zamary
Marketing Manager

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June 07, 2019

How Online Ratings Affect Healthcare’s Bottom Line

By: Kayla Zamary

Binary Fountain’s Senior Vice President of Marketing, Aaron Clifford was featured in the ModernMedicine Network’s “Physicians Practice” blog to talk about how healthcare practices need a reputation management strategy to help provide excellent customer service and operate a profitable business. Aaron brought up key findings from a recent consumer survey that found: 95 percent of respondents say…

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online ratingsBinary Fountain’s Senior Vice President of Marketing, Aaron Clifford was featured in the ModernMedicine Network’s “Physicians Practice” blog to talk about how healthcare practices need a reputation management strategy to help provide excellent customer service and operate a profitable business.

Aaron brought up key findings from a recent consumer survey that found:

  • 95 percent of respondents say online ratings and reviews are “somewhat” to “very” reliable,
  • 70 percent of Americans say online ratings and review sites have influenced their decision when selecting a physician and
  • 41 percent of consumers still check online ratings and reviews of physicians/specialists even when referred by another physician.

He used this to make the case that maintaining a positive online reputation is crucial to promoting a successful business.

Aaron also discussed the roles that patient experience plays in reputation management and the need to shift to value-based care.

“Reputation monitoring and management is most effective when a large percentage of patients and caregivers are participating,” he writes. “The more feedback captured via Consumer Assessment of Healthcare Providers and Systems (CAHPS) surveys, ratings and review sites or social media, the better the patient experience will be for future patients.”

You can read the full article on ModernMedicine Network’s blog here.

About the Author

Kayla Zamary
Marketing Manager

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June 06, 2019

10 Stats That Show How Google Maps Is Evolving For Local Businesses

By: Kayla Zamary

Showing up on Google Maps is absolutely essential for attracting new customers. Having your business properly listed and appear in search results can be the difference of making it big and being forgotten. If you run a storefront, hospital or other brick and mortar business, the importance of Google Maps can be immeasurable for people…

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google maps

Showing up on Google Maps is absolutely essential for attracting new customers. Having your business properly listed and appear in search results can be the difference of making it big and being forgotten.

If you run a storefront, hospital or other brick and mortar business, the importance of Google Maps can be immeasurable for people visiting your business. Google Maps is the forefront of trusted information online and showing up in search results is essential to connecting with new customers.

But since its initial launch in 2005, Maps has continued evolving to fit the needs of its user base, transforming from a general map function to a full-fledged GPS and online listings platform.

Despite the fact that there are more than 1 billion monthly active users, many do not understand the full potential that Maps offers local businesses in their quest to reach #1 in search rankings.

We’ve pulled together a handy infographic to demonstrate the impact Google Maps has on local business searches and where people are finding the most success with the app.

Download the infographic here to see all of the insights.

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 04, 2019

Is Google My Business Going to a Paid Subscription Model?

By: Kayla Zamary

Chances are, if you are in digital marketing, you’ve heard rumblings that Google may be moving Google My Business to a paid subscription model. Before you panic, there isn’t anything to worry about for your listing. Yet. It remains to be seen if Google will actually go to a pay-to-play model for local businesses, but…

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paying for google my businessChances are, if you are in digital marketing, you’ve heard rumblings that Google may be moving Google My Business to a paid subscription model.

Before you panic, there isn’t anything to worry about for your listing. Yet.

It remains to be seen if Google will actually go to a pay-to-play model for local businesses, but if they do, it creates an interesting pickle for how they will balance paid search results with organic listings.

Let’s break down what we know about Google My Business potentially moving to a paid subscription service and the impact it could have on local businesses.

What Does Google Get Out of GMB Listings?

Google My Business is a free listing service from Google that lets you create a business profile on Google Maps and Google search.

The ultimate goal of this service is to help searchers easily find the goods and services they are looking for and leave reviews of those businesses. On the business side, it also allows you to engage with your customers and provide Google with accurate location information.

From Google’s perspective, it is a way to collect data on customer preferences and serve up the best possible results for searchers by providing them with accurate information and the best results for their questions.

It was also a way for Google to collect local information without having to purchase third-party data.

Despite it being a free marketing tool, many businesses aren’t leveraging Google My Businesses. One study suggests only 44% of small businesses are taking advantage of it.

If you haven’t claimed your business, there’s no time like the present. We cover how to set up Google My Business and how to get the most out of your listing in other blogs.

Is Google My Business Going to Become a Paid Subscription?

Unfortunately, that isn’t entirely clear.

While it is currently a free service, in late April of 2019 many business owners or managers of Google My Business profiles reported Google had sent out a survey asking some interesting questions about how much they would pay for many features already included in Google My Business.

Google also suggested a couple of new features they think “may enhance your business’ presence on Google Search.”

Here are some of the screen grabs from that survey and the potential new features:

paying for google my business

Here are the potential new features:

paying for google my business

So Google My Business is Going to Be a Paid Subscription?

While a lot of signs point to a day when you have to pay to be in business listings, we aren’t there yet.

This raises some really interesting ethical questions about how Google has historically not made businesses pay to appear in search results. They’ve been very careful to make sure organic search is alive and well, even if they have greatly expanded their paid search platform for advertisements through Google Ads (formerly known as Google Adwords).

A change like this would be a serious departure from previous business practices which have always been putting the consumer first, a philosophy that Google has been built on for over a decade. A change like this would certainly be a nice revenue source for Google, but is it best for the customer?

Hard to say without getting a better idea of what a subscription service looks like in their mind.

A Word on Google Reviews

One of the more interesting things presented in the new features area of the survey is the idea of Google automatically responding to customer reviews on behalf of a business with automation.

While it is very unclear what that would entail, it certainly caught our interest at Binary Fountain. We’re excited to see how Google will continue to improve the Google My Business platform and continue to help business owners get found online.

Having said that, we are also going to continue to improve our own platform to give business owners the tools they need to easily take control of their reputation management and respond to online reviews. Much like Google, we will continue to evolve and make improvements to ensure we are serving our customers in the best way possible.

If Google makes a significant change to how Google My Business works, we will make sure to adapt as well.

About the Author

Kayla Zamary
Marketing Manager

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May 30, 2019

What Practice Managers Should Know About Marketing to Seniors

By: Kayla Zamary

Even as they focus their efforts on engagement efforts that answer the needs of younger healthcare consumers, practice managers should remember that the Baby Boomer generation is now beginning to require more healthcare services. This population segment brings its own set of habits and preferences to the relationship with health providers.   Marketing to Seniors…

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marketing to seniorsEven as they focus their efforts on engagement efforts that answer the needs of younger healthcare consumers, practice managers should remember that the Baby Boomer generation is now beginning to require more healthcare services. This population segment brings its own set of habits and preferences to the relationship with health providers.  

Marketing to Seniors

Although Boomers are generally healthy and health conscious, their sense of indestructibility is challenged as they begin utilizing healthcare at a higher volume.  

This is according to Louis Levitt, MD, an orthopedist and vice president of the Centers for Advanced Orthopaedics (CAO), in Washington, D.C.:

“The aging process has begun to put them in just a different category,” says Levitt in an interview with PatientEngagementHIT.com. Levitt also points out that this age group has long-standing relationships with providers and are inclined to rely on their doctors for referrals to specialists.

A study published in the journal PLOS One suggests that patients who have more trust in their doctors also have better perceptions of the quality of care they receive, and higher levels of patient satisfaction.  

A survey of patients at the Massachusetts General Hospital Department of Orthopaedic Surgery found that 65 percent of patient satisfaction was attributable to physician empathy. Satisfaction was not affected by appointment wait time, office wait time, time with the surgeon, or other factors surveyed.  

In Binary Fountain’s 2018 Healthcare Consumer Insight & Digital Engagement Survey, 48% of Americans across all age groups reported “a friendly and caring attitude” as the most important factor in choosing a provider. The survey shows that 45% of respondents aged 55 and older rate this quality highest, and 48% of those 55+ place “ability to answer all my questions” at the top of their criteria.

65 percent of respondents age 55 and older report that online rating and review sites have influenced their decision when choosing a physician.  

Now, consider this: Pew Research reports that some 73 percent of U.S. adults ages 50-64 own smartphones.  That puts your ratings and reviews directly in the hands of a patient population that highly values trust, empathy and communication.

Earning the trust of an aging patient population

Have a look at your ratings and reviews. If neutral or unfavorable reviews reveal room for improvement in areas like bedside manner, doctor-patient communications or empathy, you have an opportunity to broaden your engagement and appeal with this important demographic segment.  

About the Author

Kayla Zamary
Marketing Manager

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May 28, 2019

How to Develop a Listings Management Strategy

By: Kayla Zamary

Consumers want information they can trust to help them make decisions. This means providing accurate, timely information for people to find on their favorite search engine. For example, imagine you need supplies for your kid’s science project on a Thursday night and you find the store you need to go to on Google. The hours…

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listings managementConsumers want information they can trust to help them make decisions. This means providing accurate, timely information for people to find on their favorite search engine.

For example, imagine you need supplies for your kid’s science project on a Thursday night and you find the store you need to go to on Google. The hours look like the ones listed below:

If you went in on a Thursday at 5 PM, you would expect the store to be open. But then, disaster strikes – they aren’t. At your time of need, how would you feel? Would you trust that brand again?

This is why you need to have a listings management strategy.

Once they do find you, most consumers make decisions based on the experiences of others, as reflected in reviews and ratings.

According to Binary Fountain’s second annual healthcare consumer survey, 95% of respondents regard online ratings and reviews as “somewhat” to “very” reliable.

Accurate listings are becoming even more important as healthcare consumerism continues to rise. For example, eighty percent of searches for medical information are online, and in many cases are looking to find a “doctor near me.” And Google is one of their favorite places to start. This is why it is vital to claim, complete and update the Google listing for every service/location you manage.

Inaccurate Online Listings Could Cost You Customers

There is nothing hypothetical about this: We have heard dozens of anecdotes about the consequences of incorrect phone numbers and addresses for local businesses just like yours. If there’s a problem with any aspect of the listing, don’t be surprised if someone highlights it in an online rating or review that can be seen by every potential new customer.

Much like our example above, people expect accurate information when they do their research online. You risk breaking trust with your current customers and turning away potential new ones by not regularly updating your listings.

How to Start a Listings Management Strategy

Take a minute right now to search for whatever your industry is with the phrase “near me” added. Is your business listed, and does it compare favorably with your local competition?

For many staffers responsible for marketing and reputation management, the work of claiming, correcting and maintaining your online listings looms as a tedious and time-consuming chore. The potential negative impact of not doing it, however, is substantial.

Here are some suggestions on how to get started with an online listings strategy and how to make sure listings are accessible and accurate for all of your customers:

Prioritize & Organize Your Data

The work of formatting location and service data for directories and aggregators is foreign to some organizations. Step one is to decide on your preferred user experience. Do you want to direct everyone to your primary location, address, and phone number, or is it better to guide the customer to the specific department and/or product? Tailor your data management strategy accordingly.

Target critical directories and sites for management

Review your site analytics, especially if you offer unique services, to determine where your customers find you before they click to your site. The popular local directories may not be your top referrers.

To get you started, here are some of the top directories you can get listed on:

  • Manta
  • SuperPages
  • Google My Business
  • AngiesList
  • LocalPages
  • YellowPages.com
  • LocalGuides

There are many others, but this should give you a good head start.

Enhance Your Online Listings

Provide helpful, local content such as descriptions, images, attributes, services and appointment links on your listings. This will build trust with your local audience and help you stand out compared to your competition.

When it comes to local SEO, you want to separate yourself from the pack any way you can. Adding unique content will help you do that, regardless of your industry.

Plan for Regular Listing Updates

Knowing that listing management is not a ‘set it and forget it’ chore, take a proactive approach to changing details like new hours or locations. Update your listings as soon as information changes so you are able to get ahead of anything that could result in a poor consumer experience.

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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May 23, 2019

4 Ways to Include Patient Engagement in Your Healthcare Marketing

By: Kayla Zamary

As a healthcare provider, your success depends on the satisfaction of your patients. Providing current patients with the best experience possible, then, should be any provider’s primary goal. But why is patient engagement important in this equation? The more engaged patients are with you as their healthcare provider, the more likely they are to remain…

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patient experienceAs a healthcare provider, your success depends on the satisfaction of your patients. Providing current patients with the best experience possible, then, should be any provider’s primary goal. But why is patient engagement important in this equation?

The more engaged patients are with you as their healthcare provider, the more likely they are to remain loyal and refer you to others. This increased patient engagement helps build your brand’s reputation and online presence. It also gives you valuable insights into the patient experience. Ultimately, this engagement helps providers acquire and retain more patients while providing them all with a better experience.

With that in mind, all healthcare providers and marketers should focus intently on patient engagement this year and beyond. Here are four ways to include patient engagement in your healthcare marketing.

Create Health and Wellness Campaigns

As health information becomes more accessible online, consumers are taking their health into their own hands. Healthcare marketers are in the perfect position to provide useful guidance for this audience.

Consider creating both short- and long-term health and wellness campaigns to increase patient engagement and loyalty. For instance, a campaign might suggest daily, weekly, or monthly nutrition and exercise regimens to help lower blood pressure and cholesterol. Many participants will remain actively engaged with your campaign through its duration, giving you the opportunity to convert them into new patients.

These health and wellness campaigns may be generalized or catered more specifically to target audiences, such as middle-aged women, elderly men or millennials. You can distribute and boost these campaigns on your website and social media pages, providing additional links to relevant resources.

Develop a Reputation Management Strategy

Increasing patient engagement relies heavily on improving patient experience. Potential patients care about a healthcare provider’s reputation, seeking out online reviews and ratings. And current patients will leave one provider for another if they are unsatisfied with the care they are receiving.

Healthcare marketers need to pay close attention to all the feedback their brand receives. You must also open a line of communication with your patients to address their concerns and gain valuable insights that will drive operational change and improve brand reputation.

Online reputation management services will allow you to access all reviews and ratings across multiple platforms. Natural language processing (NLP) algorithms can quickly analyze data from text-based forms to uncover common issues that require attention. By having these reviews and insights in one centralized location, you can effectively respond to all reviews, increasing patient engagement and loyalty while also building brand awareness.

Focus on Content Marketing

Informative, optimized content has become a valuable currency for all online marketers, boosting a brand’s online presence and encouraging consumer engagement. Therefore, you should focus on developing different kinds of content for all channels, including featured news articles, blog posts, infographics, case studies, patient stories, and more.

This optimized content should include some kind of call to action to encourage users to follow a link, join a mailing list, or simply share the post to their social media page or blog. Content marketing also plays a part in reputation management, helping your brand become more of an authority in the industry. The more useful and targeted your content is, the more people it will reach, building patient trust and loyalty.

Do Social Media Right

Many healthcare providers still struggle to fully leverage social media to increase patient engagement. To take full advantage of these platforms and their algorithms, you should create posts on a regular basis and actively engage with your community by replying to and liking comments, creating surveys, and asking questions.

Additionally, invest in targeted advertising campaigns, with content specifically aimed at key demographics. The more personalized this outreach, the better. Users will more likely engage with your content and website if your social media ads are relevant to their interests, concerns and age group.

These four strategies will help you engage with your current patients and acquire new ones. People will continue to look for health advice online from reputable sources. Meet them where they are by providing informational, authoritative, engaging content on all channels, and be a part of their lives.

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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May 21, 2019

How to Benchmark Your Review Success

By: Kayla Zamary

If you’ve read our content before, you know that paying attention to your online reviews is important. You may already know that online reviews and customer testimonials influence almost 90% of purchasing decisions. You may have even made the commitment to monitor and manage your online reputation to ensure you are an active participant in…

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review successIf you’ve read our content before, you know that paying attention to your online reviews is important. You may already know that online reviews and customer testimonials influence almost 90% of purchasing decisions.

You may have even made the commitment to monitor and manage your online reputation to ensure you are an active participant in the conversations people are having about your brand.

But how do you know if your voice of the customer campaign is successful? What goals should you be setting for your practice? How do you know if you are getting the maximum ROI?

How do you know if you are winning?

It’s important to set the right expectations for a reputation management program and to set your sights on the right target. Business and development coach Zig Ziglar once said, “If you aim at nothing, you will hit it every time.”

Here’s how to benchmark your online reviews to make sure you are seeing the results you need to drive your practice forward.

Benchmarking Results for Physicians and Practices

The healthcare industry has been revolutionized over the last few years by the introduction of online patient reviews, with patients trusting online reviews as much as a doctor recommendation.

In fact, almost 35% of consumers say a doctor’s ratings online are very important, higher than any other industry professional. This means paying attention to online reviews isn’t optional for healthcare providers or practice managers if they want to stay competitive in their local market.

So how can you tell if you are doing a decent job, even if you haven’t started a reputation management program at your practice?

Just start by Googling your practice and see what people are already saying about your facility and your caregivers. That will give you a good indication of where you currently stand, without putting in any effort.

You will also want to look at your competitors and see what people are saying about them. Pay particular attention to:

  • What are they saying about the front office staff?
  • What are they saying about wait times?
  • What are they saying about the level of care they receive?
  • What are they saying about caregivers?
  • What are they saying about the affordability of care?
  • What are they saying about the ability to schedule appointments?

According to the Society for Participatory Medicine, these are some of the most common things that matter most to the patient, particularly their one-on-one interactions with their physician.

Chances are, if you are behind your competition in one or more of these areas you are probably graded lower than your local competition.

But how do you figure out how off the mark you are? You need to understand both what customers expect and have a road map on how to get there.

Here’s an example roadmap for benchmarking your reputation management program:

  1. Identify what “above average means”
  2. Clearly define what success looks like
  3. Set realistic expectations
  4. Implement and iterate

What is the Average Rating for Physician Practices?

To know what you should be aiming for, you need to benchmark your expectations for online physician reviews.

According to a study done by The National Center for Biotechnology Information in 2010, an average rating for a physician website was 77 out of 100 for listings using a 100-point scale and a 3.84 for sites using a 5-point scale.

A more recent study done by Yiwei Chen with Standford University found that an average physician rating was around 3.62 on a popular listings website using a 5-point scale. This is well above the national average for many other industries. This particular listing website tends to have lower ratings overall than other sites like Google and HealthGrades.

What Average Rating Should You Go For?

The rating you will want to obtain will obviously vary from site to site, but most studies have shown most patients want to see at least a 4-star rating on Google, one of the most common ways patients find doctors.

Ultimately, you want to shoot for the highest rating possible, but identifying what customer expectations are is extremely important. It doesn’t matter if you have an internal goal of 3.5 stars if consumers expect higher. You can start at a lower level to slowly build traction, but your ultimate goal should be to meet expectations for attracting new patients.

How Should you Measure Success?

You will also want to make sure you are setting goals that make sense for your organizational priorities. Are you trying to leverage online reviews to increase in SEO [CR6] or increase your star rating to improve patient satisfaction and loyalty?

All of these things can be tracked, and a good reputation management program will succeed at both, but zeroing in on what matters most to your business first will help you better define your KPIs.

Here are some of the major KPIs we recommend looking at when evaluating a reputation management program:

  • Average ratings across multiple platforms
  • Number of reviews
  • Recency of online reviews
  • Trends in key areas of focus (opinions on wait times, staff and bedside manner among others)
  • Patient engagement

This helps you get a clear picture of how a program is doing.

Once you figure out what you want your goals to be, it really comes down to identifying your current baseline and measuring against it during the life of the program both internally and externally. This means looking at all of your online reviews as well as at internal reporting metrics like patient satisfaction surveys to better understand your customer’s experience.

Binary Fountain has many free case studies to help you understand and project the potential impact of a reputation management program for healthcare providers.

You will also want to measure your success against your competition. Are you starting to get more positive attention online? Are your reviews more recent? All of these are good indicators you are doing a better job at managing your online image.

Benchmarking Also Means Setting Realistic Expectations

If this is the first time you are exploring a reputation management program, you may have a hard time knowing what kind of results to expect from your efforts.

Some questions to ask before starting a program may include:

  • Do you have the tools your organization needs to be able to execute a reputation management campaign?
  • Once you begin collecting data, do you have the right personnel in place to measure success?
  • Do you need a third-party solution?
  • Do you have the data infrastructure you need in place?
  • Do you have the ability to automate the process to remove the human element from measuring reviews?
  • Do you have buy-in from executives who have the influence needed to make organizational change happen?

How you answer these questions will greatly impact what kind of goals you should set for your organization, especially the last one. If you don’t have the proper buy in from the leaders in your hospital or practice, you will have a hard time making the sweeping changes needed to improve your reviews.

Many times, practice managers or marketers will be given instruction to improve a facility’s online presence, which usually includes reviews. While this goal is ambiguous, it generally revolves around what people are saying about you online and the only way to fix that is to improve the areas that patients have issues with.

By listening to patient feedback (both from online reviews and internal methods of gathering data) you should be able to better understand what areas your organization needs to improve on in order to better meet consumer expectations.

These can either be really easy things or extremely complicated problems that could take months to fix. In order to gain as much traction as possible, we recommend focusing on things that patients care about most.

This will help you better understand where to focus your efforts and show stakeholders the most ROI. Once you’ve implemented a program, you are ready to start the hard work of making improvements.

Launching a Successful Reputation Management Program

Once you have gone through the process of setting the right expectations, you are ready to launch your reputation management program.

Here are the four steps you need to follow:

  1. Gather customer feedback
  2. Create your response plan
  3. Implement changes
  4. Measure results and report back to stakeholders

Gather Customer Feedback

Any good reputation management program focuses on giving the patient a voice. This means actively monitoring online reviews and asking current patients for feedback. The more opinions you get, the clearer the picture you have.

Look for commonalities in feedback to find the most critical pain points in the patient experience.

Create Your Response Plan

You will need to set up a response plan for reviews, because it isn’t enough to just monitor reviews. You need to be an active participant in conversations about your brand.

Consider the following:

  • Who will be responding to reviews?
  • How should we handle negative reviews?
  • Who is empowered to speak on behalf of the company?
  • Who can field potential issues or questions?
  • Who needs to be aware of very negative comments?
  • Who will be held accountable for providing patient feedback to the organization?

You can’t have a successful program without carefully considering these questions and having an action plan when things get dicey.

Implement Changes

Once you have collected patient feedback, it’s time to take action. This means making the necessary changes to your process, staff or other areas to meet customer expectations.

There is no “easy” way to do this. The entire organization has to shift their mentality to a customer-centric way of thinking, so be patient. It may take a long time, but soon your reviews will be glowing, and your patient acquisition will be humming along.

Measure Results and Report Them

If you’re heavily investing in a reputation management program, you know you need to show the value to your organization. This means you need to proactively measure results and share them with internal stakeholders. As your average review scores improve and the volume of your reviews also increase, you will know you are moving in the right direction.

Armed with this data, you will have no problem showing the value of a reputation management program.

About the Author

Kayla Zamary
Marketing Manager

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