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March 11, 2019

Putting Your Customers at the Center of Your Brand Proposition Leads to a Happy Union

By: Zargham Ghani

Binary Fountain’s Senior Vice President of Marketing, Aaron Clifford was featured in a piece by Strategic Health Care Marketing about how the competitive landscape in healthcare marketing has evolved recently to focus on a more patient-centric brand proposition. This means that marketers are more conscious of the “digital patient journey” and are developing strategies with the…

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Binary Fountain’s Senior Vice President of Marketing, Aaron Clifford was featured in a piece by Strategic Health Care Marketing about how the competitive landscape in healthcare marketing has evolved recently to focus on a more patient-centric brand proposition.

This means that marketers are more conscious of the “digital patient journey” and are developing strategies with the patient experience in mind.

Clifford framed this journey within the context of patient reviews and how marketing analysts need to read between the lines of what the data is telling them:

“…it’s important for health systems and physicians to understand what is really being said. For instance, physicians may have gotten a one-star rating, but it could have nothing to do with the quality of care provided or the physician’s bedside manner.”

brand proposition

 

He also notes how reputation management impacts healthcare professionals:

“We know physician burnout is a big issue. When you have a way to share kudos, it makes a difference,” Clifford says. “We have clients who receive positive first-party and third-party reviews from patients that mention names of nurses and doctors. It’s good for people to see they are mentioned, and they care.”

Read the full article at Strategic Health Care Marketing.

About the Author

Zargham Ghani
Engagement Manager

Zargham help healthcare organizations better understand their healthcare consumer challenges and needs, in order to efficiently manage and improve patient satisfaction.

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March 06, 2019

How to Optimize for Voice Search

By: Kayla Zamary

With the arrival of Google’s new voice search tool on mobile, optimizing your web presence for voice searchers has never been more important. If you missed the announcement, Google launched a new microphone icon on Android phones within the Google Search bar, allowing users to use the voice search feature a lot easier. It’s certainly…

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With the arrival of Google’s new voice search tool on mobile, optimizing your web presence for voice searchers has never been more important. If you missed the announcement, Google launched a new microphone icon on Android phones within the Google Search bar, allowing users to use the voice search feature a lot easier. It’s certainly a signal that Google is trying to encourage users to perform voice searches across their multiple platforms.

They certainly have reason to.

In 2016, Google released a statement saying 1 in 5 searches were made by using the voice search functionality on its mobile app and on Android devices. While they haven’t released an updated figure since then, many experts agree voice search has only increased since then with the growth of virtual assistants.

So, what can you be doing to optimize for voice search?  

We’ll dive into how you can get more search traffic to your site and take advantage of tools like Amazon’s Search Skills that will further enhance your voice search results.

What is Voice Search?

Voice search is the ability to deliver search results using speech recognition instead of through typed words.  

While voice recognition software has a long (and very complex) history, voice search really didn’t have mass market appeal until the late 2000’s when Google created ‘Google Voice Search’ for iPhones. With the release of Apple’s own voice search program “Siri,” this started the race to build the best “personal assistant.”

Since then, voice search has swelled in popularity, becoming one of the most important ways to connect potential customers with businesses around the world. With 60% of searches originating on mobile devices, this medium is only going to grow in the coming years.

How to Optimize for Voice Search: Starting the Conversion

So how can you start optimizing your business for people searching for your products or services?

Perhaps the most important thing you can do is take everything you know about conventional SEO and apply a real-life conversation filter to it. This means logically thinking through what people are actually saying out loud compared to what they type on a day to day basis.  

Think about it this way: people communicate very differently via text than they do over a phone call. Why? Because it makes more sense to abbreviate words like “ppl, ttyl or cya” than it is to actually type out those words or phrases.

Voice search is all about conversions. Using speech recognition software, users are able to interact in a more conversational way with their machines, making longer keyword phrases and commands more important than singular or shorthand phrases.

This means that Voice Searches are going to be longer tailed keywords than text ones. This is an important distinguisher because it shifts the paradigm of what constitutes a longtail keyword between the two mediums.  

Typically, a text-based search is only two to three words while a voiced search keyword phrase is six to seven words. That’s double the amount of words!

If you aren’t looking into longer tail keywords as an SEO strategy, you should invest the time and resources to focus on targeting questions in a more conversational setting. Remember, the goal here is to mimic how real people talk and ask questions verbally rather than in written word. You would be surprised at how different that can be.

A great place to start is to interview your sales department to see what kind of questions they get in the call center. This should give you a better idea about the words your customers are using around your product and the questions they have that you need to address.

A Quick Word on Text Search

Just because voice search is increasing in popularity doesn’t mean you should entirely discount text-based searches.

As it stands today almost 80% of who, where, when, what and how questions are Google seem to be delivered from the rich snippet of a search result. This means that if you are winning snippets, you are probably winning in the voice search space as well.

Here’s an example of what that looks like:

optimize voice search

One last word of warning: when you are writing content, you aren’t writing for “search engines” or for “assistants.” You are writing for an end user, regardless of how they access this information. This means making sure that your content is always matching user intent to best answer their question and not keyword stuffing to try to game the system.

Remember, you are writing for people not for robots.  

A Change in User Intent

Perhaps the most important change from traditional search to voice search is the intent behind that search. SEO’s talk a lot about finding keywords that don’t just drive traffic, but words that marry user intent (why they are searching for something) with business intent (what product, service or content do we possess that helps addresses their question) and the same holds true for voice search.

Structuring your website and your content to answer specific questions rather than general information gathering is a huge difference between voice and traditional search. Because longer tail keywords are used more often in voice search, leveraging these phrases in a way that makes sense will give users the answers they are looking for quickly.

So remember:

Voice = quick, accurate answers. Traditional search = answers in detail with optimization towards research.  

What are People Searching For?

Great question!

Siri, Cortana, Alexa and Google Assistant and other digital assistants have undoubtedly changed the search landscape forever. These products are designed to make an owner’s life better by organizing their lives and fact-finding queries.

Some examples of these include:

  • Directions
  • Call someone
  • Play music
  • Ask a factual question
  • Check the weather

You are probably looking at these thinking “none of these are relevant or matter to my business, so why should I care?”

Don’t worry, there are plenty of reasons why paying attention to vocal searches are so important to local businesses.

Voice Search: The Future of Local Search

Have you ever visited a city and needed to find the closest convenience store or mall because TSA confiscated your cologne or perfume you forgot was in your carry on?  

Chances are, in your dire time of need, you used your phone to find the “nearest X” to your location to figure out where you could buy it. You aren’t alone – lots of people are doing this.

optimize voice search

This chart is taken from Google Trends, which helps map out the popularity of certain search terms over time. The exact term in question is searches containing the phrase “near me.” That’s five years of intense accelerated growth.

While Google hasn’t released specific mobile vs desktop statistics, you can safely bet the majority of these kinds of searches are happening on mobile devices. This also means they are more likely to be searched orally rather than through text.

This means voice search is a huge opportunity for local businesses to gain visibility with mobile users.

If you haven’t started to utilize basic search engine optimization (SEO) tactics, now is the time. Here are some basic strategies you can take to improve the chances of appearing in voice search beyond using long tail keywords.

Build FAQ Pages

One way you can start implementing your findings is by building FAQ pages that address the specific questions you are hearing from your customers about a product or service. The goal here is to group similar questions so you can optimize the page for similar SEO keyword phrases.

Your answers should be short and specific so your page can be pulled into rich snippets centered around the question that someone is asking.

Build Pages with Schema Markup

If you aren’t leveraging schema, you are possibly missing out on rich snippets and other enhanced search results that could help your visibility online and in voice search. Schema markup improves the way search engines are able to represent your page online.

Essentially, it helps search understand what your data means rather than just what it says, giving search engines a much clearer picture of what is on the page. Think about it like watching HD TV vs normal definition. The difference couldn’t be more black and white.

For a comprehensive look at schema and why it is so important, check out Schema.org

Alexa Skills: Enhanced Voice Search

If you aren’t familiar with Amazon Alexa Skills, you should get familiar. Skills are essentially apps or plugins for your Echo devices. These add-ons allow Alexa to perform everyday tasks for a user including everything from tuning a guitar to reserving an Uber that gets you to the airport for your flight.

There are tens of thousands of companies that have built Skills thanks to Amazon’s tools.  

Before you dismiss this idea, think about it this way: these programs are essentially automating everyday life for people and meeting them where they are at any given moment. Building a skill allows you to reach your customers in their own homes.

If you’re in the consumer space, you should consider leveraging this tool. Organizations that operate in the business to business space probably don’t need to invest a lot of time into skill development (at least for now).

For example, if you are a healthcare provider, you can create a skill to give everyday medical advice to a user with hands-free answers. While you wouldn’t want to diagnose a brain tumor, you could create a skill to help people know how to treat a fever and when to seek professional treatment.   

Another example of a useful skill could be applied to the commercial real estate market. Consumers could ask Alexa about local apartment availabilities or multifamily developments with specific amenities, like pools or covered parking.

Alexa Skills is as infinite as your imagination.

Have Correct Information on Listings

This one seems basic, but it’s always surprising how many businesses have incorrect or outdated information online. In order to rank well in local searches, make sure all of these details are correct on your Google My Business listing and other listing services:

  • Name
  • Address
  • Phone number
  • Hours of operation

If you haven’t claimed your Google My Business listing, we recommend starting there! It’s a powerful tool that will help you not only appear in search results but also see what customers are saying about your business in online reviews.

Online reviews are important for not just ranking purposes, but also for attracting new customers.

Reputation Management: The Tool You Need for Local Search

If you’re interested in boosting your organic search traffic, you should look at a scalable reputation management solution for your organization.

Focusing on improving consumer reviews helps you find new customers as well as get real-time feedback from people using your services. This is invaluable when you consider the potential to take actionable insights from what your customers are saying about you. Showing your customers that you care about the consumer experience means you are more likely to retain them long term.  

Binary Fountain allows you to better manage your online reputation with scalable technology that puts your online reviews all in one place.

Schedule a demo today to learn more about how to improve your online reputation.

About the Author

Kayla Zamary
Marketing Manager

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March 01, 2019

How to Implement Reputation Management Strategies at the Enterprise-level

By: Kayla Zamary

Managing online reputation is easy enough to envision for a single healthcare location–the practice manager responds to reviews, seeks out ways to improve the patient experience, and makes adjustments based on feedback.   But how does this process work for enterprise-healthcare organizations with hundreds of locations or thousands of doctors? In Thursday’s webinar, “How to…

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reputation management strategiesManaging online reputation is easy enough to envision for a single healthcare location–the practice manager responds to reviews, seeks out ways to improve the patient experience, and makes adjustments based on feedback.  

But how does this process work for enterprise-healthcare organizations with hundreds of locations or thousands of doctors?

In Thursday’s webinar, “How to Implement Reputation Management Strategies at the Enterprise-level”, we covered ways that enterprise-healthcare organizations could implement reputation management strategies and make operational improvements based on the new initiatives.

We were honored to be joined by Tidewater Physicians Multispecialty Group (TPMG), a large multi-specialty group in Southern Virginia, to learn how its team found success in implementing these strategies. We were also joined by Rio SEO, a local listings partner that helped provide a comprehensive brand management solution to TPMG.

Here are some of the biggest takeaways from the presentation:

The conversation with patients now begins online—optimizing your website and listings helps to facilitate this conversation

Before getting started with a reputation management strategy, it’s important to highlight the magnitude of online reviews and how it relates to the consumer journey.

In a study done by Forbes, 90% of respondents said positive online comments influence whether or not they decide to engage with a brand or service

Now, in a study by Bright Local, only 40% of respondents said they were influenced by negative reviews. This is an important distinction between the weight positive reviews hold in the eyes on the consumer compared to negative reviews.

As an organization that is considering a reputation management strategy, it also tells us that negative reviews are not the end of the world. Potential customers are reading these with the understanding that negative experiences are bound to happen and users are more vocal about those compared to mediocre or even positive experiences.

And finally, once consumers have qualified you or your practice, they want to visit you and quickly.

Patient reviews are an unfiltered look into the health of your organization’s operations—utilize reviews for change and growth.

Taking a look at listings and making sure they are complete is a crucial first step to improving ranking scores. Here’s a simple checklist we like to provide to help clients get their listings up to date:

  1. Google your business name
  2. Create a list of all review sites in search results
  3. Visit each website and claim your profile
  4. Keep your login info stored somewhere safe
  5. Assign ownership to company

Likewise, keeping information consistent and complete across all locations is also important. In fact, NAP (name/address/phone number) consistency across all business profiles is the #2 most important factor in organic rankings

With that in mind, make sure to update URLs, locations, hours of operation, areas of specialization wherever possible and on all platforms you are ranking.

Once you have listings accurately established you can begin generating more reviews and gather feedback and data on areas of improvement.

Planning early and having an organization-wide commitment to reputation management is crucial for success—the work you put in pays off quickly.

TPMG utilized these strategies to develop a comprehensive reputation management solution.

By getting the full organization committed to change and improvement, they began seeing fantastic results:

  • Insights from reviews and patient analytics led to new marketing campaigns for targeted audience demographics
  • Patients reported more engagement with specialists
  • Patient feedback influenced hiring decisions and bonuses

Want to learn more?

Watch the on-demand webinar or contact us for a demonstration.

About the Author

Kayla Zamary
Marketing Manager

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February 27, 2019

How to Handle a Brand Reputation Crisis

By: Kayla Zamary

Don’t think you need to have a crisis management plan in place? In today’s world, it’s not a matter of if something goes wrong, but when. From terrible online reviews to data breaches and beyond, how you manage a potential crisis can make the difference between potential customers giving your brand another chance and moving…

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Don’t think you need to have a crisis management plan in place? In today’s world, it’s not a matter of if something goes wrong, but when.

From terrible online reviews to data breaches and beyond, how you manage a potential crisis can make the difference between potential customers giving your brand another chance and moving on to a competitor.

Just look at some of the high-profile PR nightmares that have happened this year:

While these are extreme cases of brands in crisis management mode, it’s important for brands to maintain strong brand management at all times in order to appropriately deal with situations when they arise. It’s very easy for what could’ve been a simple response to spiral into a true crisis.

Take a look at Amy’s Baking Company for proof.

We’ll explore how not to handle negative reviews and what you can do to prevent a public relations nightmare through online reputation management.

A Quick Word on True Crisis Management

Before we dive into specifics, it is worth noting that there are times when negative sentiments about your organization or brand extend far beyond the confines of online reviews.  

Some of these can include:  

  • Sexual harassment allegations
  • Claims of fraud or criminal wrongdoing
  • Malpractice
  • Product recalls

These kinds of situations are best handled by a professional team of public relations professionals who will have a crisis management plan ready for such a situation.  

In these highly volatile circumstances, among others, the cloud of negativity can attract a ton of attention from others, making an already bad situation worse. Trust that your public relations team knows what they are doing and don’t take it upon yourself to directly respond.  

Make sure that whatever statement is made comes off as genuine and concerned. We’ve all seen those apology ads or carefully manicured press releases after yet another scandal. These can end up doing more harm than good in the long run.

No matter what, avoid being confrontational or making excuses. Any kind of hostility will only increase the backlash on your organization.

While not every situation can be avoided, paying attention to what people are saying about your organization online and taking proactive measures to address issues can actually help prevent things from boiling over.

Negative Reviews Aren’t a Crisis

If you are a marketing professional, chances are every negative review feels like a major blow to your organization.  

You and your staff have invested a ton of time and effort to ensure your organization always focuses on delivering excellent customer experiences. How could anyone possibly say something negative about your organization?  

When someone leaves a negative review about something you care so deeply about, it’s easy to take it personally.

Here’s the reality though: negative reviews are not public relations catastrophes.

Don’t feel compelled to respond right away or make a public statement. This can actually cause more attention to the issue than it would have without a dramatic response.

Like an emergency room examining patients, we recommend triaging, or sorting through potential issues through social media listening, to determine which reviews or posts need a crisis management response. Being able to distinguish what’s a true crisis from a quick fix is essential to keeping your online reputation pristine and your staff happy.

There are extensive resources written on how to respond to negative reviews, but here are some quick tips to help get you started:

  • Apologize, even if you feel like your organization wasn’t in the wrong
  • Take accountability for the issue and don’t attempt to pass off blame
  • Respond briefly and quickly when possible
  • Seek understanding by asking questions
  • Promise to fix the problem in the future
  • Fact check before responding to confirm the review is authentic
  • Personally, follow-up after the resolution to ensure the original poster is satisfied

If you follow these rules, you should be able to navigate around any negative reviews that could problematic to your brand.  

Once you respond, your next step should be fixing the problems the reviewer experienced so you don’t get another negative review,

What if You Responded and the Customer Still is Unhappy?

Even if you do all the right things in your response, sometimes it isn’t good enough. Ultimately, all you can do is control your response. You can’t make them do anything.

What you can’t do, however, is lash out at the customer.  

Remember, if they are unreceptive to your response, chances are they won’t be open to frequenting your business again anyways. Focus your efforts on improving and attracting other potential customers.

Listening to Customer Feedback Can Prevent Public Relations Crises

What’s better than dealing with a public relations nightmare the right way? Not having to deal with one at all!

Through online reputation management tools, you can actually listen to what customers are saying about your business across multiple digital platforms. This makes it easier for you to collect data and act faster on consumer insights.

If you take the time to know what people are saying about your brand, it can help you avoid the pitfalls of a true PR crisis before it even happens. It will also help keep your online reviews looking good for new customers interested in your products or services.

Remember, a negative review is an opportunity to lose or win positive brand sentiment for life. It all depends on how you respond!

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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February 21, 2019

Transforming Healthcare Systems with Data-Driven Marketing Strategies

By: Kayla Zamary

 Marketing methods have changed a lot in the past decade. The vast majority of consumers now own a smartphone, have internet access, and use search algorithms to find the products and services they want. Healthcare providers can adapt their marketing strategies to promote their brand, acquire new customers, and keep customers engaged using the insights…

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healthcare data analytics Marketing methods have changed a lot in the past decade. The vast majority of consumers now own a smartphone, have internet access, and use search algorithms to find the products and services they want.

Healthcare providers can adapt their marketing strategies to promote their brand, acquire new customers, and keep customers engaged using the insights data-driven marketing provides.

While companies once primarily relied on outbound marketing tactics (advertisements, mailing lists, etc.) to capture attention, today most people prefer seeking information themselves. They will look up reviews, testimonials, prices, and other available information to make informed decisions.

It follows, then, that healthcare organizations must pay close attention to their online presence and reputation.

This shift in marketing gives healthcare organizations an opportunity to engage with and learn more about their patients and potential customers via healthcare data analytics.

Healthcare Data Analytics to Improve Patient Experience and Acquire New Patients

Data has become the new object of value for modern marketing. The more a healthcare provider knows about its current and potential customers, the better equipped it is to reach them.

For instance, Natural Language Processing (NLP) technology collects relevant data from multiple text-based online sources and analyzes it to find keywords and phrases.

For healthcare marketers, NLP can hone in on patient reviews and comments from social media sites and post-care surveys. In doing so, organizations can gain valuable insights into patient experiences and industry trends, giving them the information to make important operational changes.

Improving patient experience is just one benefit of incorporating a data-driven marketing strategy. Healthcare data analytics also helps marketers narrow the field of potential customers by geography, preferences, demographics, and other factors.

Tightening this scope saves healthcare providers time and money as marketing resources only go where they will be most effective.

For instance, providers with physical locations can use data analytics to target keywords that enhance a localized search engine optimization (SEO) campaign.

Using Data to Engage Customers

A powerful healthcare marketing strategy is not only concerned with finding new customers. Patient engagement is just as important a task.

Keeping patients engaged boosts brand loyalty, increases word-of-mouth, and helps providers maintain their reputation. Marketers can use healthcare data analytics to engage patients both online and offline.

The insights gathered through NLP and other data-driven tools can help healthcare providers learn their customers’ habits to increase engagement.

For example, how long do patients stay on the company’s website? Do they struggle to find certain information? Do they reply to emails and fill out surveys or review forms?

Every patient will interact differently with these things, but data analytics helps pinpoint areas where engagement is lacking and could be improved. For instance, a website might want to add a chatbot or restructure its layout so that useful links are more easily found and clicked.

Of course, providers also want to keep patients engaged offline. Using healthcare data analytics, marketers can more easily determine the effectiveness of mailing list and phone call campaigns.

By optimizing offline marketing approaches, healthcare providers can increase engagement and receive more feedback.

Data-Driven Brand Reputation Management

Approximately 97% of consumers consult online reviews before making a decision. This means that online brand reputation management is more important than ever for all businesses.

While healthcare data analytics cannot magically make negative reviews disappear, it can help healthcare providers craft optimal, timely responses to all reviews, good or bad. Good information also allows providers to improve their messaging and operation.

Brand reputation management programs allow healthcare marketers to view trends and key terms gathered from reviews and comments across the web. This increased awareness helps providers respond to all reviews more quickly, increasing engagement and addressing important and common concerns.

These tools may also give providers insight into how their reputation compares with competitors.

The benefits of data analytics in healthcare cannot be overstated. While internet access and social media have added complexity to the marketing world, they have also created opportunities for healthcare providers to improve their patients’ lives, engage their customers, and improve their reputation.

Providers must embrace and utilize this technology to develop a truly data-driven marketing strategy.

About the Author

Kayla Zamary
Marketing Manager

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February 19, 2019

Multifamily Property Managers: Are You Missing Opportunities to Improve Your Reputation?

By: Kayla Zamary

As online reviews become more prevalent and influential in the resident journey, multifamily property owners and managers must prioritize their online reputation management. Today, those looking for apartments take online reviews seriously, reading as many as they can to inform their decision. Previous and current residents have more ability than ever before to leave comments…

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As online reviews become more prevalent and influential in the resident journey, multifamily property owners and managers must prioritize their online reputation management.

Today, those looking for apartments take online reviews seriously, reading as many as they can to inform their decision. Previous and current residents have more ability than ever before to leave comments online for the potential residents to see.

If property managers ignore or do not see this feedback, they will miss opportunities to improve their reputation and their operating methods.

Common Gaps in the Reputation Management Process

Through social media and review sites, there is now a wealth of feedback and resident data relevant to multifamily marketing.

However, this abundance comes at a cost. Property managers simply cannot keep track of every comment, review, or piece of resident data out there on their own.

With so many general review platforms (Facebook, Google), and specialized sites (Apartments.com, Rent.com, etc.), property managers would have to spend an inordinate amount of resources to manually search, discover, and respond to all this data.

This challenge presents a significant problem for reputation management. Receiving good feedback is obviously integral to maintaining a good reputation. But more than this, responding to reviews, especially negative ones, increases resident engagement and helps further improve a brand’s reputation.

If a company is unaware of many of the reviews they receive, they will not be able to respond to them in a timely manner, if at all. This lack of engagement represents a big missed opportunity.

The Challenges of Marketing Compartmentalization

Marketing in any industry is multifaceted. A business may outsource different marketing services for, say, search engine optimization (SEO), outbound campaigns, and reputation management services.

Online reputation management strategies, then, often make up just one aspect of a company’s marketing approach. However, brand reputation should always remain at the forefront of any marketing campaign. Otherwise, more opportunities will be missed.

For instance, even property managers in charge of website management should keep the business’ reputation in mind when crafting its layout, content, and links.

The best way to ensure that one’s reputation is inextricably linked to all other sources of marketing is to hire a marketing service that covers all these bases. Doing so also simplifies a company’s operating procedures and reduces cost.

What Should You Ask Your Prospective Vendor to Meet Your Reputation Management Goals?

If you are thinking about outsourcing your multifamily marketing campaign to a single prospective vendor, you should keep a few things in mind in order to meet your reputation management goals.

Ask them how they find and analyze relevant feedback. Do they automatically scour all online review sites? Do they use Natural Language Processing (NLP) algorithms to uncover resident insights from text-based online forms? Does their service offer methods for generating more online reviews via survey campaigns, etc.? And does all of this occur quickly and accurately so that you can respond to all reviews and engage with prospective, current, and previous residents?

Ultimately, the best reputation management services will also provide you with reports detailing actionable insights that will allow you to improve your service. The better your operation becomes, the more satisfied your customers will be. The more satisfied your residents, the better your reputation.

A service that can confidently answer all of the questions listed above will help you ensure that you do not miss any opportunities for managing your reputation and staying ahead of the competition.

About the Author

Kayla Zamary
Marketing Manager

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February 13, 2019

5 Things to Know about Social Media and Healthcare

By: Kayla Zamary

If you are a healthcare marketer, you know that social media can be a powerful marketing tool for your doctors. Here’s how social media can help healthcare providers. If you are a healthcare marketer or practice manager, you know that social media can be a powerful marketing tool for your doctors. It allows you to…

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social media and healthcareIf you are a healthcare marketer, you know that social media can be a powerful marketing tool for your doctors. Here’s how social media can help healthcare providers.

If you are a healthcare marketer or practice manager, you know that social media can be a powerful marketing tool for your doctors. It allows you to get real-time feedback on your level of care thanks to reviews, as well as the ability to directly interact with your patients.

Before you implement a social media strategy for your healthcare facility, make sure you are following industry best practices by avoiding violations of the Health Insurance Portability and Accountability Act (HIPAA) or a potential public relations crises. This will prevent a ton of legal or PR headaches in the future.

Follow these rules that all healthcare professionals need to consider when using social media.

Never Share Patient Information

This may seem basic, but you would be surprised at how difficult this can be–and not just for people managing your social media. Most of your staff will know or be highly trained to avoid sharing patient information, but that doesn’t mean patients won’t accidentally share identifying information.  

And you’re on the hook to remove it.

Politely remind the patient removing protected healthcare information (PHI) is in their best interest – not just yours. If it is a negative review, the conversation may need to go offline in order to best resolve the issue.

PHI can also be accidentally posted when you publish patient experience surveys. When you publish this information, make sure you are removing all:

  • Names
  • Addresses
  • Diagnoses  
  • Lab work
  • Procedures

Don’t Offer Medical Advice on Social Media

One of the worst things a healthcare provider can do on social media is offer medical advice. Sadly, this happens more often than you think.

We recommend having responses drafted up for some of the most common questions your providers get that help users get in contact with the right department contact who can best answer their question instead of giving medical assistance over social media. This ensures patients can’t get upset with the advice given and increases the likelihood they contact your office or facility for an appointment.  

Make sure you include the provider’s name and phone number for who the patient should get in contact with.  

This doesn’t mean a physician can’t post information about current events in healthcare or your own medical content (in fact, we encourage that). Just don’t reply to a specific question with advice.

Don’t Panic Over Negative Reviews

Negative reviews are going to happen, and when they do, you can only control your reaction. It’s easy to get emotionally invested in what people are saying about your practice online, but negative reactions will only sabotage your trust with your patients.

Respond to negative reviews politely and empathetically. Thank the reviewer for their feedback and promise them to fix the problem in the future.  

You should never remove or delete negative reviews or comments unless you have evidence of a fraudulent claim. We must stress that false claims are extremely rare. You are much better off taking customer reviews at face value.

Plus, it’s an opportunity for your customer experience to improve. Take the constructive criticism and get better at delivering exceptional services.

Focus on Quickly Digestible Content

Physicians may like in-depth medical studies, but chances are that a mom looking at her Facebook news feed isn’t going have the time to read all that. When you are using social media platforms for healthcare services, people want easily understood content like pictures and videos that are engaging to the eye.

For images, we recommend using clean, plain stock images or something that will easily catch the eye. Just make sure all images are appropriate and not just “click bait.” If you do use text posts, keep them brief and to the point. Same thing with commenting on a link you may be sharing.  

Lastly, focus your efforts where your audience is most active. This means doing the legwork in your analytics to figure out where the best ROI is on your social media platforms. You can make the best Instagram post of all time, but if your audience isn’t using the platform (or isn’t engaged) no one will see it.  

A Healthcare Reputation Management Software Can Make It Easy to Respond and Post

In order to get the most out of your social media strategies, we recommend using a reputation management platform. These can help you monitor online reviews on social media and keep track of your physician ratings.

A reputation management platform keeps all of your patient feedback in one convenient place, making it easier to take control of the conversion and quickly respond to reviews.  

Healthcare and Social Media: You Can Win!

Utilizing these social media strategies will help you win new patients and retain the ones you currently have. Remember social media isn’t meant to just ask users for something: it’s meant to build relationships through meaningful conversation.

Don’t be afraid to jump in the discussion by responding to patients, especially if they leave a review.

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

Also, check out our free webinars or e-books for more information and case studies about how we have helped businesses around the world.

About the Author

Kayla Zamary
Marketing Manager

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February 12, 2019

How to Improve Apartment Reviews

By: Kayla Zamary

If you are an owner, marketing manager or property manager of an apartment complex, chances are you’ve seen a negative review or two about your apartment complex. While it’s true you can’t please everyone, online reviews are a massive factor in people’s search for somewhere to live. To stay competitive in multifamily markets, it’s essential…

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apartment reviewsIf you are an owner, marketing manager or property manager of an apartment complex, chances are you’ve seen a negative review or two about your apartment complex.

While it’s true you can’t please everyone, online reviews are a massive factor in people’s search for somewhere to live. To stay competitive in multifamily markets, it’s essential to take an active role in reviewing and responding to online apartment reviews.

Have you looked at your apartment ratings lately?

If you haven’t, we recommend you take a look at this free guide on how to improve resident satisfaction to get you started.

If you have and aren’t sure what you can do to improve them, you’ve come to the right place!

Here are some ways to improve your apartment reviews and not only retain your current residents but attract new ones as well.

Why Apartment Reviews Matter

People are talking about and rating your apartment community online, even when you aren’t aware of it.

These reviews can be seen by prospective tenants anytime, anywhere.

If that doesn’t resonate with you, think about it this way: Before they even visit your website, let alone your actual community, a potential customer could have a fully formed opinion about your community and your business.

Don’t think online ratings matter? Most consumers say online reviews are just as trustworthy as a personal referral.

So what do your apartment reviews say about you?

How to Improve your Apartment Reviews

Improving your apartment reviews isn’t necessarily easy in practice, but it is in philosophy. If you take better care of your renters and actively listen to (and act on) their feedback, you will consistently have more renters renewing and new ones lining up to live at your community.

So what do renters care about?

Here are some ideas to get you started:

  • Long maintenance response times
  • Utilities not working properly
  • Poor quality updates to units
  • Confusion around billing or rent

If someone is leaving a negative review online about your apartment community, they probably have a concern about one (or a few) of the issues above.

To get in front of any negative reviews, we recommend:

  • Making sure repairs happen as quickly as possible and being active in communication when they can’t be complete in a timely manner
  • Be as clear as possible with potential fees, increases in rent or other billing issues tenants may have
  • Take care of common areas and amenities on a regular basis because your renters know they are paying for it

Being proactive is good, but you can also have a reaction plan in place when you get negative apartment reviews by monitoring and responding to what people are saying online.

Negative Apartment Reviews: How to Turn a Negative into a Positive

A negative review is rarely ever a true crisis. Instead, it is a learning opportunity for your company to see how you can improve the resident experience. Instead of lashing out or defending yourself (neither of which will benefit you), take the feedback, validate it with your team and make some positive organizational changes to make sure the situation doesn’t happen again.

If you chose to respond to the review, keep it simple, empathize with your customer and promise to remedy the problem. This doesn’t mean you have to make every change a review suggests, just the ones within reason.

For example: if someone suggests the building doesn’t have enough community events every week, maybe look at increasing the frequency of events as long as it makes financial sense. This may mean bi-weekly events or even adding one more every few months.

This kind of personal response makes customers feel like you care about them and don’t just view them as a paycheck. You’d be surprised how much that level of trust can impact your bottom line!

You can find our complete guide on how to respond to negative reviews here.

Where to Find Online Reviews

Online reviews can be found across different platforms. This can make them difficult to manage without a comprehensive tool that lets you take all that data and put it all in one place.

Binary Fountain recently surveyed 41,000 apartment reviews and found the following breakdown for where the reviews were located: 

  • Google 50%
  • Apartment Ratings 18.4%
  • Facebook 13.4%
  • Apartments.com 13.2%

This means optimizing your Google My Business listing (and keeping track of the reviews on there) is your most important step forward, followed closely by Apartment Ratings.

The good news is, Binary Fountain’s multifamily-specific solution, Social Compass offers a comprehensive reputation management tool for multifamily owners or managers just like you that allows you to easily manage your apartment ratings and reviews across all your online listings in one place.

It’s never been easier to quickly identify trends in apartment reviews and engage residents online. With the right reputation management strategy, you can turn any negatives into positives for your properties!

About the Author

Kayla Zamary
Marketing Manager

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February 09, 2019

How to Generate Reviews the Right Way: Best Practices for Multifamily Review Platforms

By: Kayla Zamary

It’s no secret that review platforms can make a difference in a consumers purchasing decision. Surveys have shown that upwards of 86 percent of consumers read reviews of local businesses, including 95 percent of people aged 18-34. More importantly, 89 percent of consumers say they take a business’ responses on a review platform into consideration…

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review platformsIt’s no secret that review platforms can make a difference in a consumers purchasing decision. Surveys have shown that upwards of 86 percent of consumers read reviews of local businesses, including 95 percent of people aged 18-34.

More importantly, 89 percent of consumers say they take a business’ responses on a review platform into consideration as well.

Because of this increased attention to online reviews, especially by a younger, tech-savvy consumer base, it is vital for multifamily properties to understand the best practices for managing their reputation on every review platform.

Generating Feedback on Review Platforms

All review platforms, although they appear similar, have unique terms of service.

Google, for example, hosts the majority of sought out reviews, but they regularly change their guidelines regarding review solicitation and prohibition in order to continually account for fake review generating programs.  

By knowing the ins and outs of a specific review platform, multifamily properties can find the most effective ways of generating and responding to online reviews.

General Review Sites

Every multifamily property should pay attention to the largest general review platforms: Google and Facebook.

Best Practices for Google

Google is committed to creating one of the more transparent review platforms for residents and multifamily properties. Their recent 2018 update that prohibits businesses from discouraging negative reviews or soliciting positive ones backs this up. Google is also increasing their efforts to eliminate fake and inappropriate reviews aimed to undermine a development’s brand reputation maliciously.

Overall, this transparency is a good thing for brand reputation management. It means that consumers can trust the review platform to provide good reviews that are genuine and unsolicited. As for bad reviews, fake ones can be flagged and removed, while real ones will remain.

Multifamily properties have the opportunity, however, to respond to these bad reviews (as well as the good ones). Potential residents can then see these responses if made public on the review platform. This engagement helps multifamily properties to reach new and current residents.

Of course, properties can still encourage residents to leave feedback on Google and other review platforms, so long as the reviewer does not feel pressured or swayed to give just positive remarks.

Best Practices for Facebook

Facebook gives its users a bit more control over their online brand reputation. Businesses can turn off reviews entirely, which, of course, eliminates the risk of gathering negative comments, but also prevents positive reviews.

Like Google, Facebook also has measures to combat fake or inappropriate reviews. Facebook is not as specific as Google in its review solicitation policy, however.

One of the best ways to drive more reviews to Facebook is by simply letting potential residents know that your multifamily property has a Facebook page.

Though this is commonplace now, making a point of one’s online presence may lead more residents to visit and actively engage this review platform.

Facebook will also often recommend that residents review multifamily properties where they have “checked in.” Knowing this, multifamily properties might want to offer Wi-Fi to potential residents on building tours so they can actively check in and leave a review later.

Multifamily properties can also post active offers or event listings on their social media to encourage residents to check there more often.

Multifamily Review Sites

Housing inquiries are among the most common online searches. Prospective tenants take these reviews very seriously. No one wants to move into a deteriorating building or home, or deal with a lousy landlord.

Property owners must understand the importance of these review platforms, and find ways to generate more reviews and respond to them accordingly.

Best Practices for Apartments.com

Simply joining Apartments.com is a key step in making your property more visible in the market, as millions of people head there each month.

The site actively encourages owners to request reviews, as these help the site gather more information. This, in turn, helps residents make better decisions.

Multifamily properties can generate more reviews through the Apartments.com review platform by creating clear signage asking for reviews, sending out regular emails, and attaching flyers to maintenance notices.

Best Practices for Apartment Ratings

While Apartment Ratings also aims to gather more reviews, its policy dictates that property owners should not incentivize review acquisition. They prefer that the review process occurs naturally, and that good reviews are written as a result of a great experience.

Best Practices for Rent.com

Rent.com is another major player among the housing review platforms, and its terms of service resemble those of most other review platforms. The site does not allow fake, hateful, or otherwise inappropriate reviews. It also warns against reviews that appear to be endorsed by or derived from the property owner.

Responding to Reviews

Regardless of which review platform a multifamily property uses, responding to these reviews is a key component of managing brand reputation.

Each site has its own guidelines for how multifamily properties may respond, though they all warn against hateful or inappropriate rhetoric.

Of course, multifamily properties should not feel compelled to respond this way at all, as such a response reflects more poorly on the business than the negative review itself.

Before responding, multifamily properties should read the criticism carefully, making sure to understand every concern. They should make sure to address these concerns in their reply and apologize for any wrongdoing or mistake.

Then, multifamily property managers must make it clear what it can and will do to improve in the future. This stated commitment is not just for the reviewer, but for potential residents to see as well. It shows that the property management organization cares about its residents and its brand reputation.

Of course, positive online reviews deserve replies as well. This is an opportunity to give thanks to the resident, which may entice them to come again or recommend the property further.

Every multifamily property should aim to generate more reviews as long as they follow each review site’s terms of service along the way.

Respectfully responding to each review, good or bad, will also help multifamily properties acquire more feedback and promote their brand.

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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February 05, 2019

How to Generate Reviews the Right Way: Best Practices for Healthcare Review Platforms

By: Kayla Zamary

People rely on reviews and testimonials more today than ever before. Whether hunting for a doctor or narrowing a list of potential healthcare providers, we all want to make sure that we are making the best, most informed decisions. In healthcare, this increased attention to reviews can be both a blessing and a curse. On…

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People rely on reviews and testimonials more today than ever before. Whether hunting for a doctor or narrowing a list of potential healthcare providers, we all want to make sure that we are making the best, most informed decisions. In healthcare, this increased attention to reviews can be both a blessing and a curse.

On the one hand, these reviews offer useful feedback that providers can use to improve their operations, as well as potential promotional material from positive online reviews. On the other hand, negative reviews can become liabilities for a hospital, and it can be difficult to respond to these critiques appropriately. Ultimately, healthcare organizations want to manage their brand reputation by increasing online reviews and finding solutions for responding to as many reviews as possible.

The Right Way to Generate More Reviews

There are plenty of ways to generate more reviews, but one must be mindful of a review site’s terms of service.

Google, which hosts the majority of sought out reviews, has recently changed some parts of their guidelines regarding review solicitation and prohibition. But every review site is different, and some are only relevant to healthcare specifically.

By knowing the ins and outs of these sites’ terms, organizations can find the most effective ways of generating and responding to online reviews.

General Review Sites

Every healthcare organization, no matter what services or products they offer, should pay attention to the largest general review sites: Google and Facebook.

Best Practices for Google

Google is committed to creating a transparent forum for customers and businesses. Their recent 2018 update that prohibits businesses from discouraging negative reviews or soliciting positive ones backs this up. Google is also increasing their efforts to eliminate fake and inappropriate reviews aimed to undermine an organization’s brand reputation maliciously.

Overall, this transparency is a good thing for brand reputation management. It means that consumers can trust that good reviews are genuine and unsolicited. As for bad reviews, fake ones can be flagged and removed, while real ones will remain.

Healthcare organizations have the opportunity, however, to respond to these bad reviews (as well as the good ones). Potential patients can then see these responses if made public. This engagement helps organizations reach new and current patients.

Of course, organizations can still encourage customers to leave feedback on Google and other review sites, so long as the reviewer does not feel pressured or swayed to give just positive remarks.

Best Practices for Facebook

Facebook gives its users a bit more control over their online brand reputation. Businesses can turn off reviews entirely, which, of course, eliminates the risk of gathering negative comments, but also prevents positive reviews.

Like Google, Facebook also has measures to combat fake or inappropriate reviews. Facebook is not as specific as Google in its review solicitation policy, however.

One of the best ways to drive more reviews to Facebook is by simply letting patients know that your doctor has a Facebook page.

Though this is commonplace now, making a point of one’s online presence may lead more patients to visit and actively engage.

Facebook will also often recommend that patients review places where they have “checked in.” Knowing this, hospitals might want to offer Wi-Fi to their patients so they can actively check in and leave a review later.

Healthcare Review Sites

People value their health, so healthcare review sites are becoming more and more popular.

For organizations, this increases the importance of strong healthcare reputation management. Maintaining high ranks on these sites is crucial for acquiring new patients and for gathering insights on performance and patient experience.

Best Practices for Healthgrades

Healthgrades offers built-in tools to incentivize reviews. Through Healthgrades, organizations can send postcards to previous patients as a way of following up and encouraging a review.

As for fake reviews, HealthGrades also offers remediation services to challenge specific posts on their site, but only if the organization makes a request. Unlike Facebook and Google, Healthgrades does not verify these reviews on its own.

Best Practices for Vitals

This niche review site takes a hard stance against fake and inappropriate reviews to cultivate an honest atmosphere for all patients and healthcare organizations.

Vitals does not offer systems for generating more reviews, but the best way for providers to improve their brand reputation is by responding to all reviews posted on the site, positive and negative.

Best Practices for ZocDoc

When it comes to generating more reviews, ZocDoc offers a simple solution for healthcare organizations.

The site requests reviews after every scheduled appointment, resulting in a larger amount of unbiased and representative feedback. ZocDoc also ensures that every review is written by a legitimate patient.

Responding to Healthcare Reviews

Regardless of which review sites an organization uses, responding to these reviews is a key component of managing brand reputation.

Each site has its own guidelines for how an organization may respond, though they all warn against hateful or inappropriate rhetoric. Of course, organizations should not feel compelled to respond this way at all, as such a response reflects more poorly on the organization than the negative review itself.

Before responding, organizations should read the criticism carefully, making sure to understand every concern. They should make sure to address these concerns in their reply and apologize for any wrongdoing or mistake.

Then, an organization must make it clear what it can and will do to improve in the future. This stated commitment is not just for the reviewer, but for every other potential patient to see as well. It shows that the organization cares about its patient and its brand reputation. Of course, positive online reviews deserve replies as well. This is an opportunity to give thanks to the patient, which may entice them to come again or recommend the organization further.

Every healthcare organization should aim to generate more reviews as long as they follow each review site’s terms of service along the way.

Respectfully responding to each review, good or bad, will also help organizations acquire more feedback and promote their brand.

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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