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December 23, 2019

Google Places: How to Show Up in the Right Place

By: Kieran McQuilkin

In the last decade, Google has become a powerhouse for businesses and customers, transforming from a web search engine to a household verb and ever-present companion for planning and navigating our daily routines.   The convenience of digital maps, like Google Maps, along with the rise of the smartphone and other tech advances, have fundamentally…

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In the last decade, Google has become a powerhouse for businesses and customers, transforming from a web search engine to a household verb and ever-present companion for planning and navigating our daily routines.  

The convenience of digital maps, like Google Maps, along with the rise of the smartphone and other tech advances, have fundamentally changed how customers interact with companies. From discovering locations and planning routes to sizing up a business’s value, the importance of Google Maps and Google Places – and how your business is listed, managed, and perceived on these platforms – is immeasurable.  

Here’s what you need to know about Google Places and Google Maps and how to leverage your business listing in the right way.

A Brief History of Google Maps

With more than a billion users, and millions of miles of streets captured around the globe, Google Maps has become an interface between the physical and the digital world.

But it certainly didn’t start that way. Google Maps began as scribbles on a whiteboard in Sydney, Australia. Google transformed a vision originally cast by Where 2 in 2004 and ultimately led the charge to make mapping available on the web.

And with that, Google Maps was born. 

By 2005, Google Maps was released to the public with a map of the U.S. 

Over the next two years, the internet giant began testing on mobile platforms and adding public transit schedules to the product. By 2007, it had launched Maps in 60 countries and integrated Maps directly into Google.com search results.

Once a standalone application, Google Maps quickly evolved into a much more sophisticated and customizable tool, dramatically helping both customers and businesses.

Today, Google Maps offers integrations to applications like Google Places, allowing businesses to provide detailed information about who they are, where they are, and what they do, and to upload images and videos.

What Is Google Places?

No matter your industry, it’s vital in today’s digital world that your business is listed online and easily findable. With Google Places, creating a listing is free and is especially important for businesses whose customers are local or are searching within a specific location.

Google My Business, which supplies data to Places, is an added feature to maps where business owners can claim their business listing and engage with potential customers researching their options.

On your business listing, you can provide data on your address, ratings, contact information, and general atmosphere, as well as monitor your customer reviews. You can also input opening hours and specify your service areas.

You’ll want to have a comprehensive marketing strategy when thinking about your Google My Business profile in order to maximize your local SEO efforts and your online reputation.

You can think about Google Places as your business’ one-stop shop for customers to learn about where you are, who you are, and how you operate. Plus, because Google Places uses geolocation and geocoding features in combination with up-to-date data, your business can get customers the information they need, precisely when they need it.

Ultimately, what you need to hear is this: Google Places should be a priority for any business looking to take advantage of the online community, which, in our digital landscape, likely applies to your business.

Google Maps vs. Google Places: Should I Care About Both?

If you’ve used the internet or have a smartphone, chances are you’ve used Google Maps. And because of its integration with Google Places, a user can view local business listings right in Google Maps. 

So how does this work when a user is actually in the Google Maps application?

Let’s say a user searches for a restaurant near their current location. They could search for restaurants in the area and Google Maps would display 20 local restaurants. When a user clicks on a listing, they’ll see information about the business and a small map. So, if you’re a local restaurant, Google Places gives you the opportunity to optimize your business listing.

But how does Google Places interact with Google’s main search page if a user is not in the Google Maps application?

Beginning in 2011, Google started using Google Places listings instead of Google Maps on its main search page. So, if you’re a local business, you definitely want to create an incredible listing with Google Places to bump up your ranking in a user’s search results.

One way to ensure that you improve the SEO (search engine optimization) on your listing is through reviews.

Why Reviews Matter for Showing Up on Google

Google reviews can give businesses a big credibility boost without having to spend big bucks or much time.

Google’s search algorithms are complex, but the simple conclusion in regard to its effect on your business’s success is this: If you take advantage of Google reviews, you’re putting yourself in a position to rank higher in local search results. And the higher you rank, the easier you’re found.

What’s the secret sauce that makes a great review? According to Moz, it’s a well-balanced combination of three “review signals:” quantity, velocity, and diversity.  

  • Quantity: The more reviews, the better; customers start trusting business after 7 to 10 reviews. 
  • Velocity: Create a plan that brings in a steady stream of reviews, rather than adding a bunch of reviews at once, which will actually harm your results. 
  • Diversity: Although your main focus should be on Google reviews (and the other major platforms), don’t forget to ask for reviews on other sites.

Ultimately, developing a plan for generating a steady stream of reviews and focusing on Google reviews can be one of your company’s most successful marketing tactics.

Take Control of Your Online Reputation

If you want to grow your business in 2020 and beyond, make sure you are taking the necessary steps to improve your local SEO and your online reputation. You can take your brand management strategy to the next level with Binary Fountain’s single integrated platform that makes it easy to manage your online reputation.

A great place to start is our free, on-demand webinar on Google My Business strategies, if you want more information.

About the Author

Kieran McQuilkin
Content Marketing Specialist

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December 19, 2019

Top Review Sites to Monitor for 2020

By: Kieran McQuilkin

If you’ve done research on reputation management, you probably know how important customer reviews are for your local SEO efforts and for your business’s ability to make organizational change that benefits the consumer.  But do you know which review sites you should be monitoring? Everyone knows of Google, Facebook and Yelp, but there are many more review sites that influence consumer sentiment toward…

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If you’ve done research on reputation management, you probably know how important customer reviews are for your local SEO efforts and for your business’s ability to make organizational change that benefits the consumer. 

But do you know which review sites you should be monitoring?

Everyone knows of Google, Facebook and Yelp, but there are many more review sites that influence consumer sentiment toward your business, which could impact your ability to acquire new customers and prohibit you from retaining current ones.

Here are the top five review sites to pay attention to in 2020.

Google 

  • Binary Fountain ranking: No. 1
  • Business reviews for: any business

When it comes to pure volume, no one can get as many eyes on your listings as Google can. With hundreds of millions of people searching for businesses in the U.S. each month, if someone is looking for your service, you want to show up on the first page.

Simply put, owning your Google reviews is extremely important because Google is the king of website traffic. Over 3.5 billion searches are made a day on Google, making it the undisputed king of referral traffic in the world.

Google has also made it easy for users to find and review businesses, making your listing on Google the most valuable you can have on the internet.

According to a BrightLocal study, 49% of businesses received at least 1,000 views per month on their Google My Business listing. That’s a staggering number of eyes on your business and you want to make sure you are putting your best foot forward.

Getting reviews on Google is easier than on other review sites because of its focus on making the user experience easy (and fun with Local Guides). If you haven’t taken the time to claim your business listing on Google My Business, do so now.

Facebook

  • Binary Fountain ranking: No. 2
  • Business reviews for: any business

When it comes to online review sites, Google may be king, but Facebook is definitely the queen.

Facebook has focused on making it easy for users to connect with not only family and friends, but also their favorite brands and businesses. Like Google, you can create business profiles that Facebook users can “follow” and leave a review on to inspire or warn potential customers about your business.

Ultimately, this focus on the user experience has worked, as Facebook became one of the largest global providers of online reviews. Millions of people see business reviews on Facebook each day, impacting customer purchasing decisions every minute.

When it comes to Facebook, make sure you are paying attention to what people are saying and taking the time to thank them for the review, good or bad. Social media is all about building a relationship with your customers.

Yelp

  • Binary Fountain ranking: No. 3 
  • Business reviews for: any business

Perhaps the most well-known name in online reviews, Yelp has over 170 million reviews on its listings. Yelp has lost some market share over the years with Facebook and Google expanding their review capabilities, but it’s still well worth monitoring.

Having a business listing on Yelp is a must, but the platform has nuances that business owners should know if they want to analyze their businesses performance. You will want to make sure you understand some of the difficulties with Yelp while tracking your performance.

Better Business Bureau

  • Binary Fountain ranking: No. 4 
  • Business reviews for: any business

The Better Business Bureau helps people find trusted businesses, brands and charities through a simple A-F rating system. The BBB has been a reliable name in reviews since long before the internet, and is still a place where customers look for business recommendations.

You can claim your profile on the BBB database here. 

Yellow Pages

  • Binary Fountain ranking: No. 5 
  • Business reviews for: any business

Yes, the Yellow Pages do still exist!

These days, Yellow Pages is mostly focused on helping local, small businesses grow through directory listings and trusted reviews. While not as big in terms of traffic or prominence as some of the other review sites listed, you will still want to have your listing live and accurate, especially if you are a local business.

You can claim your profile for the Yellow Pages here.

Industry Specific Review Sites

The sites that we covered in this list are not industry-specific, but industryspecific review sites certainly exist. For example, if you work in healthcare, you will want to make sure you are listed on HealthGrades, Vitals and RateMDs. You should always take time to research where customers in your specific industry are looking for reviews.

Get Your Review Strategy Underway

Now that you know which sites to monitor, it’s time to get your reputation management program going in time for the new year. Binary Fountain is here to help you take control of your online reputation. 

Using a reputation management solution like Binary Fountain allows you to manage your online presence from a single dashboard, including your Google My Business listings, reviews and responses, star ratings and more. We also offer a diverse set of free webinars where you can learn more about reputation management, local SEO and about our reputation management platform.

About the Author

Kieran McQuilkin
Content Marketing Specialist

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December 18, 2019

Binary Fountain’s Top 10 Blog Posts of 2019

By: Kieran McQuilkin

The year is almost over, and marketing and customer experience professionals have filled it with continued learning through or Binary Fountain blog. When it comes to online reviews and reputation management, we strive to give companies the tools and content they need to make fast, data-based decisions that drive their enterprises forward.  In 2019, professionals in healthcare…

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The year is almost over, and marketing and customer experience professionals have filled it with continued learning through or Binary Fountain blog.

When it comes to online reviews and reputation management, we strive to give companies the tools and content they need to make fast, data-based decisions that drive their enterprises forward. 

In 2019, professionals in healthcare and property management wanted to know how to navigate the many avenues of online reputation building, as usual, but showed an increased focus on both search engine optimization and customer engagement strategies.

Google’s new features also grabbed the attention of our blog’s readers, along with topics related to earning business reviews. 

If you want to know what some of the industry’s top marketers and managers were reading this year, look no further than our roundup of 2019’s most popular Binary Fountain blog posts. 

 

2019 Most-Read Articles

 

  1. What are Zero Click Searches?

Enhanced search results are now part of the SEO game and understanding how to win despite people not clicking on a link to your website is a critical component of your SEO strategy. We’ll show you how to deal with no click searches and still give users the valuable information they need about your business. 

  1. What is Review Generation?

There is nothing more important in digital marketing today than generating online reviews and carefully curating responses to feedback that will have an impact on your business. Review generation and management can help you stay a step ahead of your competition and dominate the search results. We’ll show you how to get more reviews and effectively manage them. 

  1. How to Handle a Brand Reputation Crisis

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. We’ll explore how to handle negative reviews and what you can do to prevent a public relations nightmare through online reputation management. 

  1. 2019 Healthcare Consumer Insight & Digital Engagement Survey

Binary Fountain presents the findings from our annual consumer survey in this guide to consumer insight and digital engagement. Here you will discover not only the leading behaviors trending in the healthcare consumer space, but also updated statistics with numerical data as well as our analysis based on the last three years of research. 

  1. How to Get Your Business on Google Maps

Google Maps is on the forefront of trusted information online and showing up in search results is essential to connecting with new customers. But how do get your business to show up on Google Maps? We’ll walk you through the process and explain why online reviews can boost the performance of your listing. 

  1. Takeaways from the Google Review Rich Snippet Update

Google recently updated its algorithm to significantly limit the schema types that will trigger review-rich results in a search. Despite these potential hiccups for Google SERPs, there are a few things that businesses should keep in mind. 

  1. 4 Ways to Include Patient Engagement in Your Healthcare Marketing

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. Here are four ways to include patient engagement in your healthcare marketing. 

  1. The 15 Best Reputation Management Resources

To get a better grip on the strategies and practices you should employ for your business’s reputation, we rounded up several blogs, articles, videos and podcasts from relevant sources. Within these resources, you will discover some of the best reputation management advice available. 

  1. How Can Text Messaging Grow My Business?

What could your business accomplish if you could get your messaging in front of 99 percent of all your customers and get more than a third to respond? We discuss how these response rates reflect those of text messaging, and how businesses can leverage this highly responsive mobile platform to generate goodwill and more reviews from customers. 

  1. How VITAS Healthcare Responds to 100% of Online Reviews

How do you get started with managing your organization’s reputation online when you only have a few reviews – if any at all? We spoke with a leading hospice care organization that went from struggling online to generating 20% more reviews year over year, and how their initiatives to build up their online reputation subsequently increased patient engagement.

About the Author

Kieran McQuilkin
Content Marketing Specialist

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December 17, 2019

How to Determine ROI for Healthcare Reputation Management Cost

By: Kieran McQuilkin

A brand’s reputation has always been intrinsically linked to its overall success. Customers are more likely to conduct business with an organization that others recommend. The prevalence of social media and online review sites has exponentially increased the quantity and importance of this feedback. No matter what type of operation you run, you must invest…

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A brand’s reputation has always been intrinsically linked to its overall success. Customers are more likely to conduct business with an organization that others recommend. The prevalence of social media and online review sites has exponentially increased the quantity and importance of this feedback.

No matter what type of operation you run, you must invest in some level of reputation management if you wish to flourish in today’s competitive landscape.

The question remains, though: just how much should you spend on reputation management? As with any major investment, you must weigh the costs and benefits in both the short and long term to find your answer.

For healthcare providers, the general calculation for return on investment (ROI) is the same as any other business. You take your net profit and divide that by your total investment, and multiply the result by 100. Ideally, you want that number to be positive, and at least in the double digits.

Despite this simple equation, actually determining the ROI for healthcare reputation management costs can be challenging, especially without any previous point of reference. Here are some important details to consider when coming up with a budget for managing your reputation.

Time is Money

One of the most important concepts in economics is opportunity cost, which refers to the losses incurred when one course of action is taken over another. Calculating opportunity costs is not an exact science, but we understand that spending time on one pursuit inevitably takes away time that could be spent on another.

In other words, time is money. When it comes to creating a reputation management strategy that yields a positive ROI, you must keep this principle in mind. Using manual processes to track and respond to reviews, extract insights from feedback, and maintain a social media presence takes time and resources that could be better spent elsewhere.

However, your business still must focus on all of these things to maintain its reputation. It is usually worthwhile to invest in reputation management software and/or services. These partially automated solutions range in cost and scope, so choose a provider that offers the best value for your needs.

The Potential Cost of Negative Reviews

The internet has made customers and patients more vocal than ever, which is a double-edged sword for your healthcare practice. Good reviews can help attract new patients, but even one bad review can severely drag down your reputation and cost your business dearly.

According to a study by Moz, a single negative article can cause a business to lose 22% of its customers, and three bad reviews can increase this loss to 59%. These potential costs increase as the negative feedback piles on.

Investing in online reputation management solutions is crucial for mitigating the cost incurred by bad reviews.

These services can notify you when you receive a review, provide insights from the text data, and make it easy for you to respond quickly. Responding to all reviews, especially negative ones, can mitigate the cost they might otherwise incur. And understanding the feedback quickly and in detail can help you make operational changes that will lead to better reviews down the road.

The Potential Benefits of Greater Engagement

Healthcare reputation management services are not just useful for defending your brand against negative feedback, though. They are also key to keeping patients engaged and interested in your practice. With detailed analytics, you can view data regarding social media engagement, website clicks, search rankings, and more.

For instance, you might lack reviews on a popular platform, such as Vitals or Healthgrades, which negatively impacts your online presence and reputation. Now, when asking for reviews from patients, you can focus your outreach efforts on these platforms in particular. These seemingly minor adjustments can greatly boost your search and engagement rankings, and in turn, your revenue.

KPIs: Optimization and Efficiency are Crucial

Online reputation management services also help trim the fat of your marketing efforts by tracking the most relevant key performance indicators (KPIs). These KPIs allow you to measure the impact of your reputation management strategy so you can make well-informed adjustments that will increase your ROI by reducing unnecessary costs. In healthcare, crucial KPIs include star-rating improvements, patient engagement, overall patient sentiment, social media followers and more.

Your reputation management services will help you choose the KPIs that pertain to your healthcare organization’s online and offline presence so you always have a finger on the pulse where it matters most.

Long-Term Approach to Healthcare Reputation Management

If every aspect of your organization and brand reputation could be crunched into hard numbers, determining the ROI of your reputation management costs would be a lot simpler. To make matters more complicated, you must also think about short-term ROI versus long-term ROI, as these figures often differ. When it comes to managing your reputation, you may incur some short-term losses in order to achieve long-term success.

Ultimately, the long game should be your main concern. After all, it takes time to establish a great reputation. But doing so is worth it if you wish to succeed for years to come. By investing in the right reputation management solutions for your healthcare organization, you can establish lasting, trusting relationships with your patients and see a return that is highly valuable in the long run.

About the Author

Kieran McQuilkin
Content Marketing Specialist

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December 16, 2019

A Look Back at Binary Fountain’s Top Webinars of 2019

By: Kieran McQuilkin

The year is almost over, but there’s so much more to learn about online reviews and reputation management. As we look forward to new growth opportunities in the new year, we also want to look back on the webinars that helped give marketers and brand managers a leg up in 2019. In the past year,…

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The year is almost over, but there’s so much more to learn about online reviews and reputation management. As we look forward to new growth opportunities in the new year, we also want to look back on the webinars that helped give marketers and brand managers a leg up in 2019.

In the past year, marketing and customer experience professionals wanted to know how to attract and manage reviews, as usual, but with an increased focus on social media and text-based campaigns. Management strategies also gained popularity as companies look to implement reputation technology across a full enterprise. 

Want to pump those marketing muscles before the year comes to an end? Check out one, two, or all six of our top webinars. Or, for a full list of our educational resources, click here.

Below are Binary Fountain’s most popular webinars of 2019:

How to Make Multifamily Property Listings & Reviews Work for You

Property managers are increasingly using online reputation management strategies to ensure their listings are easy to find and their reviews truly reflect their brand. In this webinar, we discussed how online listings and reviews impact potential residents’ impressions of your properties, and how property managers can outsmart their competition and bring in more business. 

What we learned: 

  • Optimizing your business listings on Google and other search engines
  • Using resident reviews to make operational improvements and decrease vacancies
  • Generating more reviews and supercharging your marketing campaigns

Tenet Health – How to Create a Culture of Excellence with Reputation Management and Transparency

In today’s competitive healthcare market, it can be difficult to implement a reputation management and transparency initiative across an entire healthcare organization. Tenet Health shared the main drivers that helped it successfully launch this initiative, starting with a soft roll out to expanding across all 20 markets – then implementing a provider honor roll to benchmark performance.

What we learned: 

  • Best practices for scaling a transparency and reputation management program
  • How to gain provider buy-in and socialize provider feedback
  • Managing patient feedback at scale across markets
  • How to create a culture of excellence with a provider honor roll
  • Benchmarking provider and facility performance across an entire system

How Can Text Messaging Grow My Business?

Engaging your audience with a text message isn’t just the latest marketing trend – it’s proving to be an efficient messaging tool that gets results. In this webinar, we covered how to increase reviews, save resources and engage your audience directly from the phone in their pockets. 

What we learned: 

  • Increasing response rates on reviews and testimonials via mobile devices
  • Measuring performance on campaigns and automating processes
  • Strategically targeting review sites like Google and Facebook
  • Text messaging and email testimonial capabilities that save time on managing campaigns 

OSF Healthcare – Uncovering Nuances in Healthcare Data Analytics to Improve the Patient Experience

In this webinar, we looked at how OSF Health Care partnered with Binary Fountain to unify their patient feedback and response process. OSF improved the way it responds to feedback publicly and provides patients with healthcare experiences through open access to data and community reviews.

What we learned: 

  • Improving patient satisfaction by being transparent and responsive to feedback
  • Uncovering missing opportunities to generate reviews and manage online reputations
  • Using data-driven insights from patient reviews and developing actionable strategies

How to Implement Reputation Management Strategies at the Enterprise Level

A crucial challenge for any enterprise healthcare organization is managing its brand perception online. In this webinar, we talked about ways to implement reputation management strategies for enterprise healthcare organizations. Best practices and recommendations came from a marketing director at a large multi-specialty group in Southern Virginia, who explained how her team found success in implementing these strategies.

What we learned: 

  • Optimizing your business listings on Google
  • Using patient reviews to make operational improvements
  • Getting companywide buy-in to reputation management initiatives

3 Tips for Optimizing Your Social Media Management Strategy

In this webinar, we covered best practices for managing social media content at scale and demonstrated how an all-in-one social media management platform can make this process more efficient and meaningful for your organization. 

What we learned: 

  • Uncovering opportunities to improve service by tracking online conversations that matter to your customers
  • Opening new communication channels by publishing content to multiple social media platforms simultaneously
  • Using insights from social media to tailor marketing messages and campaigns to customer needs

About the Author

Kieran McQuilkin
Content Marketing Specialist

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December 12, 2019

The Critical Role Health Analytics and Information Plays in Your Business

By: Kieran McQuilkin

Today, information is all around us. Even large organizations struggle to analyze their most relevant data in meaningful ways. But where manual processes fail, automation provides a solution. Data plays a major role in every industry, and healthcare is no exception. Healthcare providers can use this crucial data to benefit both the organization and its…

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Today, information is all around us. Even large organizations struggle to analyze their most relevant data in meaningful ways. But where manual processes fail, automation provides a solution.

Data plays a major role in every industry, and healthcare is no exception. Healthcare providers can use this crucial data to benefit both the organization and its patients, but only if it can be analyzed efficiently and in detail.

Here we will discuss the critical role health analytics and information plays in your business.

What is Health Analytics, Exactly?

Healthcare analytics is the process by which raw health data is dissected and reconfigured into meaningful, actionable insights. This data includes information like patient history, company expenditure, brand reputation, patient engagement and more.

When analyzed via automated processes like natural language processing (NLP), details and patterns that may have gone unnoticed become transparent so the organization can properly strategize and adjust its operations accordingly.

We will outline the many benefits of analytics in healthcare below.

Provide Better Care for Patients

Healthcare facilities must treat numerous patients every day, all of whom are unique and require individual attention and care. In the past, nurses and doctors had to largely rely on paperwork to maintain records on each patient, which could contain outdated, inaccurate or misleading information. At the very least, filling out and correcting these forms takes precious time for patients and staff. These lapses in efficiency and accuracy can degrade the quality of care given to a patient.

Health analytics and predictive analysis tools, on the other hand, go a long way toward improving patient experience and health outcomes. Patient records can be stored in a secure online database, where they are updated and analyzed to help doctors make accurate diagnoses, develop individual wellness programs, recognize potential health risks, and provide better overall care to each patient.

Manage and Improve Your Reputation

Your brand reputation is directly tied to your organization’s success. And as it turns out, health analytics plays an important role in reputation management, too.

With automated processes that gather online reviews and survey data into a single location in real time, you can easily track your performance on various scales (day-to-day, monthly, year over year) and across different platforms. Health analytics software can also prepare, schedule, and share reports with different teams based on this survey data so everyone stays on the same page.

For a more detailed view of patient sentiment, NLP uses AI to “read” text and find patterns within the data. By processing the text-based data from online reviews and surveys with NLP, you can quickly identify common concerns that require the most attention. Then, you can act upon these insights to improve your operations and reputation moving forward.

Optimize Your Marketing and Engagement Strategies

While maintaining a stellar reputation is crucial for reeling people in, your organization must also reach out to prospective patients and consistently communicate with current ones. Analyzing patient information can help you develop various outreach and engagement campaigns both online and offline.

Based on patient feedback, you can focus your advertising efforts more on services patients appreciate – and less on the services they view less favorably. Healthcare marketing analytics can also help you track how well or poorly certain campaigns are performing. You might find that different demographics are more or less engaged with certain social media platforms, or that you need to narrow your regional outreach, or that you should adjust your messaging based on the target audience.

Of course, all of your healthcare marketing efforts must abide by HIPAA (Health Insurance Portability and Accountability Act) guidelines so all protected health information (PHI) remains secure.

Save Time and Money with Health Analytics Software

The time- and money-saving aspects of healthcare analytics cannot be overstated. As more and more information is stored online, the need for automated data processing becomes increasingly valuable. By investing in these automated solutions, you free up resources to the benefit of your organization. 

Now, staff members can spend less time filing paperwork and more time improving operations, caring for patients, responding to reviews, developing outreach campaigns, and more. Additionally, health analytics gives those in charge of finances a clearer view of costs, ROI and inefficiencies. These insights can help you trim the fat of your operations and better allocate resources – especially when it comes to marketing your practice.

Maintain a Competitive Edge

As a business, you should always strive to outdo yourself year after year. But you are not your only competitor. If you want to steer more patients toward your organization and away from your competitors, you need to know how you stack up against your peers.

Tools like Binary Fountain’s Deep Analytics platform use artificial intelligence to extract key insights from raw data. One such capability on the platform allows you to benchmark your locations against local and national competitors based on aggregated customer sentiment.

By now, it should be clear just how valuable your data is to your organization’s overall success. Truly understanding that data is even more important. Health analytics gives you the insights necessary to acquire new patients, make your current patients’ lives better, optimize your operations and expenditures, and stay ahead of the competition.

About the Author

Kieran McQuilkin
Content Marketing Specialist

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December 11, 2019

Building Provider Reputation Through Patient Feedback: A Discussion with Temple Health

By: Kieran McQuilkin

Successful healthcare organizations recognize that they not only have to improve patient outcomes, but also improve the overall patient experience to outperform other providers with sustainable results. The patients-as-consumers model has driven online care surveys and assessments to the forefront as organizations strive to better understand the patients they serve, beyond individual health profiles and…

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Temple_Health_logoSuccessful healthcare organizations recognize that they not only have to improve patient outcomes, but also improve the overall patient experience to outperform other providers with sustainable results.

The patients-as-consumers model has driven online care surveys and assessments to the forefront as organizations strive to better understand the patients they serve, beyond individual health profiles and treatment charts.

In our recent webinar, Temple University Health System representatives Dwight McBee, Chief Experience Officer, and Chelsea Murtin, Patient Experience Analytics Consultant, shared how the patient experience and marketing departments worked together to analyze digital patient feedback to improve the patient experience and increase patient acquisition.

The Challenge

“We see how heavily influenced our reputation and that of our providers are by the new social media and ratings platforms,” McBee said.

The health system needed transparency – “taking patient satisfaction survey data that we’re getting every week and putting it online in an easily consumable way” – and social media listening “to complement our ongoing voice of customer activity.”

TUHS recognized the need for broader data-gathering efforts to best serve local patients where issues such as food insecurity, homelessness and addiction impact care access, making extending consumer intelligence vital to elevate care practices. Its primary challenge was to exhibit its commitment to exceptional patient care and service excellence consistently across three clinician groups: Temple University Physicians, Temple Physicians Inc. and Fox Chase Medical Group.

Despite operating under a single organizational umbrella, each of the three groups needed a unique service approach to optimize results. Every TUHS group established a small appeals committee to manage the nuance of survey comments.

TUHS partnered with Binary Fountain to enhance its survey intelligence using its innovative Binary Star Rating solution with all three physician groups, among other solutions.

Building Transparency and Patient Trust

The Binary Fountain solution aimed to deliver optimal survey transparency, helping TUHS build trust with patients and displaying all relevant provider data.

TUHS used Binary Fountain’s managed services offerings to sort through surveys and eliminate comments that didn’t pertain to providers. Binary Fountain ran monthly reports to isolate negative comments for each group, through which TUHS identified the appropriate practice manager and administrators to share them with.

“There are myths out there, for where offices think the negativity is coming from,” Murtin said about patient feedback. “This really broke it down for us to understand when our patients have really commented on the physician and/or the office piece.”

Despite separate process models, TUHS set a single date each month to publish all survey details for full project transparency and assumed ownership management of the data dashboard.

“[Natural language processing] was able to parse comments, and if it was positive or neutral we would automatically post it,” Murtin said. “For negative comments, the provider had a chance to appeal, and it was given to the appeal committee. It’s all about making sure providers understand transparency, and we see an increase of providers logging into the dashboard, using it more and more.”

Keeping Physicians in the Know

Through the Binary Fountain platform, TUHS was able to verify and publish dynamic survey information to specific physician directory pages, establishing providers’ reputations and helping consumers make an informed decision when selecting a provider.

“The PFS score is simple for physicians to grab on to,” McBee said. “The best way to get physicians in the program was to give them one score for reputation, for them to monitor over time. It showed how we’re doing across the most popular social media sites.”

Once on the platform, physicians continued to benefit from the new layers of data and performance metrics. High-performing providers and individual doctors (based on PFS scores) were recognized in organization-wide newsletters and given plaques, along with bragging rights. Meanwhile, low-performing providers in the health system were allotted extra resources for specified improvement areas.

Measuring the Results

TUHS tracked and analyzed several survey statistics that compared 2017-2018 captured data to 2018-2019. Every category demonstrated a significant positive change.

Binary Fountain’s Star Rating and Consumer Analytics platforms accelerated response time for negative comments, and the alert process also boosted organization agility for conversations between the clinical physicians and the supporting team for prompt issue resolution.

In 2017, social media reviews fell just under 2,000, with about 1,600 positive reviews. After partnering with Binary Fountain, reviews climbed to 3,000 in 2018, with positive reviews up to 2,500.

“That’s a 52% improvement in overall reviews, and a similar figure for positive reviews, which is crucial in this environment,” McBee said.

For longer-term benefits, Binary Fountain’s summary reports from survey data created meaningful performance snapshots that gave clinical chairs the authority to properly manage their teams.

“Based on web traffic, reviews and activity on social media and other platforms, we can say yes, there has been an uptick of patients coming in,” McBee said.

As a result, Temple University Health Systems plans to continue its initiatives across all three medical groups for optimized service excellence, transparency and satisfaction for its patients and providers.

Want to learn more?

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

About the Author

Kieran McQuilkin
Content Marketing Specialist

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December 10, 2019

Why Reputation Management in Healthcare is Not Just for Crisis Management

By: Kieran McQuilkin

What you will learn in this post: How reputation management relates to patient acquisition and engagement How content creation can boost your brand reputation before a crisis occurs How maintaining your reputation can prevent or mitigate crises in the first place The world has become much more transparent in recent years, in large part thanks…

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What you will learn in this post:

  • How reputation management relates to patient acquisition and engagement
  • How content creation can boost your brand reputation before a crisis occurs
  • How maintaining your reputation can prevent or mitigate crises in the first place

The world has become much more transparent in recent years, in large part thanks to the prominence of social media. Information travels at lightning speeds and online users can express their opinions whenever they feel like it. As a result, a brand’s actions are now scrutinized more than ever before. This means that when something goes wrong publicly for an organization, the issue is quickly amplified and spreads like a virus.

Crises come in many forms, and some threaten a company’s survival more than others.

Still, even a single mistake can undermine or destroy your healthcare organization for good. Reputation management certainly plays an important role in smoothing over these crises. But if you only tend to your reputation when the walls are closing in, you are missing out on opportunities to attract and engage new customers, establish your authority and discover problems before they worsen.

Here we will discuss why you should focus on healthcare reputation management beyond just crisis management.

Patients Always Looking for Providers

Those seeking medical services usually begin their search online, where they will browse search engine results pages, doctor review sites and healthcare social media profiles. Unsurprisingly, providers with a well-maintained digital presence and good reviews attract more patients than those who lack them.

That means your healthcare reputation management strategy is an integral part of your overall marketing strategy. You should be present on all relevant and popular platforms so potential patients can easily discover the good things about your practice. You should also work towards obtaining more reviews so online users can get to know you via previous patients’ experiences. This way, an infrequent screw-up will look small next to a cadence of positive reviews.

Reputation and Customer Engagement

The more you interact with your patients, the more they will trust you. Therefore, patient engagement is directly linked to your brand’s reputation. You can engage with your audience in several ways.

Responding to reviews, for instance, shows onlookers that you take feedback seriously and want to provide the best experience possible. You might also answer questions in the Q&A section of your Google My Business profile or various healthcare review platforms. Many healthcare providers also offer chatbots and other accessible customer service tools to help users set up appointments, check coverage, learn about specialties and more.

Be an Authority in Healthcare

Maintaining a strong online reputation also depends on establishing your expertise and authority in the industry.

By regularly producing high-quality, varied content, you can keep patients engaged and informed and build greater trust – not only with your audience, but with Google’s search algorithm as well. Publish blogs and news pieces on your website, social media profiles and other platforms to drive conversations in the health industry.

Being human is one of the best defenses for an organizational error that could turn into a crisis. Create video content to vividly show patients who you are and what you can offer, and focus on stories and human connections in everything you produce to keep users engaged on a personal level.

Insights Into Your Strengths and Weaknesses

Understanding what your practice does well and what you need to change is the best way to keep improving patient experience in the long term, which goes hand-in-hand with your brand reputation. So, the more feedback you can obtain from your patients, the better. And while you might solely wish for positive online reviews, negative reviews can benefit your organization, too.

A major part of your healthcare reputation management plan should be acquiring more reviews so you can gain valuable insights that lead to operational changes. You can do this by sending out post-care surveys via text message or email that drive users to specific review platforms. By constantly adapting, you guard yourself against potential future crises and build goodwill with your audience in the process.

Be Prepared for a Crisis

No matter how well you maintain your reputation, crises can still occur. But by taking this continuous, long-term approach to reputation management, you can put yourself in the best position to face these issues and recover gracefully. Have a strategy and team in place to manage crises. Maintain an open line of communication with your patients, stakeholders and online audience. And deliver updates on a regular basis as events develop to maintain transparency.

Do not wait until something breaks to repair your reputation. Your healthcare reputation management strategy must be a major part of your overall marketing efforts if you wish to not only survive, but succeed.

About the Author

Kieran McQuilkin
Content Marketing Specialist

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December 05, 2019

How Review Manager Software Helps You Earn New Business

By: Kieran McQuilkin

What you will learn in this post: How review management software helps track your company listings on popular platforms Ways to provide social proof to your customers by repurposing previous reviews The benefits of natural language processing in automating your review management Acquiring new customers requires a multi-faceted approach, complete with both inbound and outbound marketing…

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What you will learn in this post:

  • How review management software helps track your company listings on popular platforms
  • Ways to provide social proof to your customers by repurposing previous reviews
  • The benefits of natural language processing in automating your review management

Acquiring new customers requires a multi-faceted approach, complete with both inbound and outbound marketing strategies. Managing your online reputation makes up a large portion of these efforts.

However, keeping tabs on the performance of each of your locations can quickly deplete resources and become virtually impossible to handle manually. 

Investing in review manager software allows you to monitor reviews across all of your locations and business segments, and to respond to them in a timely manner. But there is more to gain from these review management solutions.

Here are some key ways a review manager can help you earn new business.

Be Seen in More Places

If you want to earn new business, your brand must be visible to your target audiences. As more and more customers seek reviews online before making a purchase decision, you want to maintain a presence on all relevant review platforms. For instance, healthcare providers should have profiles on ZocDoc, Healthgrades, Vitals, and other high-traffic doctor review sites.

With the right review management software, you can easily manage your listings on the most popular platforms so no matter where customers are looking, you will be there. Staying up to date on these sites can boost your overall search engine optimization (SEO) rankings, meaning you will be more easily found in relevant Google searches.

Provide Social Proof

Being in front of potential customers is only half the battle. You also want your reviews to reflect well on your brand, and the opinions of previous customers directly affect your ability to reel in new business.

While a review manager cannot ensure that you only receive positive online reviews, it can help you identify good reviews when they appear. In turn, you can leverage these high marks as a way to attract new customers. You might post snippets of these reviews on your website or social media profiles, or create a “Testimonial” tab on your site that details your stellar reputation.

Review manager software can pick out the reviews that best match your marketing metrics and SEO keywords, making them readily available to display across multiple platforms.

Engage Potential Customers

Customers appreciate businesses that actively engage with their audience. Therefore, brands can also earn new business by participating in the conversation surrounding them.

One of the best ways to join the chatter is to respond to all reviews, good and bad. A review manager simplifies this process by centralizing all reviews in one dashboard, providing templates for responses, and posting responses directly to review sites. 

Craft each of your responses with care, addressing the concerns and/or compliments, including steps you will take to right any wrongs, and restating your brand’s values. When potential customers see that you took the time to thoughtfully reply to feedback, you will gain their trust and respect.

Improve Your Brand and Operations

Reviews are not merely springboards for sharing or responding to – they are meant to give your business insights into its strengths and weaknesses. If you want your business to grow, you must take this feedback to heart. Otherwise, your brand will make the same mistakes and tarnish its reputation over time.

With reputation management solutions powered by natural language processing (NLP), these insights can be gathered much faster than they would via manual processes. NLP technology identifies actionable insights from unstructured text data in online reviews and surveys.

In other words, your review manager software can help you uncover areas of improvement that will help you make operational changes and improve the customer experience.

Spend More Time on Outreach

The time and money you save by not manually sifting through thousands of reviews can be used to boost the rest of your customer outreach campaigns.

Your marketing team might improve its content or email marketing, bringing in new business as a result. Combining these marketing efforts with online reputation management solutions is a winning strategy.

Is your business in need of review management solutions? Binary Fountain’s Review Manager helps brands protect their reputation with an easy-to-use platform that centralizes reviews, sends alerts, delivers actionable insights and competitive benchmarking, and more.

About the Author

Kieran McQuilkin
Content Marketing Specialist

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December 03, 2019

How to Add Your Business to Google Maps When You Share a Location

By: Kieran McQuilkin

You want your business to stand out both online and offline. But when you share a location with another company (or several), how can you let potential customers know exactly where you are and minimize confusion? This issue is more common than you might think. Businesses save money by renting space in large office buildings,…

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You want your business to stand out both online and offline. But when you share a location with another company (or several), how can you let potential customers know exactly where you are and minimize confusion?

This issue is more common than you might think. Businesses save money by renting space in large office buildings, using coworking spaces or running multiple operations from one place. But there is a downside.

In addition to cramped quarters, several businesses end up with the same address, which can harm each one’s online brand visibility.

Fortunately, Google vastly improved its Maps feature to give businesses more control over their local listings and to allow users to find them more easily.

Of course, if you want to take advantage of Google Maps offerings, you need to be on the platform in the first place. Here, we will cover how to add your business to Google Maps and manage your listing, specifically when you share a location with another entity.

Create a Google My Business Account

The best way to get your business on Google Maps is by creating a profile on Google My Business (GMB), Google’s platform for helping companies manage their online search presence. Doing so is straightforward, fast, and essential for your local search engine optimization (SEO) strategy.

Begin by creating your business’ Google account, or signing in if you have an account. Once you are logged in, enter the GMB site and click “Manage Now.”

Next, search for your business on the map, and if your name and location pop up, you can claim your listing. Then you can add to and edit its description if necessary.

If your business is not currently in Google’s ecosystem, click “Add Your Business” instead. From here, Google will ask you to fill out company information including the name, address, phone number and category (i.e. healthcare, multifamily, finance, restaurant, etc.). The category you choose will weigh heavily on your local search presence and will help differentiate your business from others with the same address.

Confirm Your Listing

Once you have created your GMB account and claimed or added your listing, Google must verify the information before it goes live on Maps. You can confirm your listing via email or phone, though email verification takes longer. In either case, Google will deliver a six-digit code and instructions for confirming your listing.

Now your listing is on the map, and you can edit and update its information, along with your GMB profile, whenever necessary.

Sharing a Location with Other Businesses

Once your business is featured on Google Maps, does it matter if other businesses appear at your location, too? In most cases, no.

Google is able to distinguish one entity from another based on its name, phone number, category and other relevant information, whether or not it shares an address. However, if two similar businesses share a location (say, a nail salon and a cosmetics studio), it could create problems for your local SEO, as Google’s algorithm might combine the two listings into one.

That’s why it is so important to include ample, specific information about your business on your listing and keep it up to date. If your building includes suite numbers, multiple entrances or other geographical factors, include them in your address to help Google and search users understand where to find you.

Disputing Listings and Maps Information

Though Google Maps has greatly improved over the years, it’s still less than perfect, and errors do occur that can harm your online presence.

Some errors are related to sharing a location with another active business, while others are caused by claiming a company address that is still – according to GMB – controlled by a business that no longer operates there.

The good news is that Google has mediation systems in place for disputing and resolving these issues.

For instance, you can report an error on Google Maps, such as incorrect street names, missing roads or erroneous marker locations. You can also request access to a listing that was previously verified by another business or individual in your organization to gain control over that listing. And finally, you can report and remove duplicate locations so search users can find your business without wondering which listing is the right one.

Gain Control Over Your Locations with Listings Management

Sharing is caring, but when it comes to commercial cohabitation, having the same address as another business can bruise your online reputation and visibility. Taking care of a single location is one thing, but managing multiple listings requires help from a dedicated listings management solution.

Tools like Binary Fountain’s Listing Management platform help businesses optimize their discoverability by automatically publishing and updating location data to multiple directories, taking down duplicate listings, analyzing citation data, and more.

For more ways to improve your SEO results, check out these Binary Fountain posts on Google Maps, search-focused content, GMB for marketers, and Google Knowledge Panel.

About the Author

Kieran McQuilkin
Content Marketing Specialist

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