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 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:
- Google your business name
- Create a list of all review sites in search results
- Visit each website and claim your profile
- Keep your login info stored somewhere safe
- 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
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