One vital factor in reputation management is to regularly assess the impression your practice makes online. You won’t be pleased with everything you see, but the path to improvement begins with a clear-eyed appraisal. Here are some steps to assessing your online image:
Audit your online footprint. Make sure people see an accurate picture of the practice. Check your Google business listing, and make corrections and updates. One eye-opening example: HCA shared in a webinar how they analyzed their physician practices’ online presence and discovered that their Tri-Star Spring Hill ER address, which is very close to the nearest interstate exit, showed up on Google Street View as located on an empty lot on a dead end street, with no buildings in sight. HCA took steps to correct this through listings management.
Also, try a “doctor near me” search. Seventy-two percent of potential patients use online reviews as their first step in finding a new doctor. You need to know how your practice ranks versus competing practices.
Prioritize Reputation Management
In a recent survey by SoftwareAdvice.com, 82 percent of patients who responded said they visited a review website to view or post online reviews about healthcare staff. As the report puts it, “A healthy online presence is essential.” So, do not settle for being a little better than other providers in your market – be the exceptionally good one.
Monitor and respond to third party reviews. 85% of respondents will trust an online review as much as a personal recommendation, according to a 2017 BrightLocal consumer survey. Binary Fountain’s partner providers use its proprietary Natural Language Processing feature to learn what patients say in their online reviews. They can also set up alerts to flag negative reviews, allowing them to respond promptly and effectively.
Emphasize Patient Experience
Collect and post patient surveys.The best time to get a patient review of your practice is now. By prompting patients to participate in an online survey or post a review, you can increase your online presence and capture patient feedback that can be used to deliver service recovery and improve the patient experience.
Respond to all reviews. Research from the Harvard Business Review indicates that people who read online reviews are impressed by the reviewed business’ response, whether it is a “thank you” for a good review or a sincere apology and an offer of direct offline contact to discuss a bad one. It shows that the responder cares enough to acknowledge the reviewer. The HBR report reasons that a person who might have been inclined to post a complaint could change their mind, if they see that similar complaints are addressed promptly, respectfully, and constructively.
Do you have a success patient experience story to share? Let us know here.
About the Author
Sabrina helps healthcare organizations better understand their healthcare consumer challenges and needs, in order to efficiently manage and improve patient satisfaction.