On February 21, we attended a very detailed and useful webinar hosted by Greystone.net, which featured two leaders from Florida Orthopaedic Institute’s marketing team, along with Binary Fountain’s own Senior Vice President of Marketing, Aaron Clifford.
Healthcare consumer trends and reputation management
During Aaron’s introduction, he offered supporting data points on why online consumerism is making managing online reputation a must:
- According to a McKinsey study, consumers want the same qualities in healthcare companies that they value in other companies
- 77% of people search online before making an appointment with a healthcare provider
- 85% of respondents will trust an online review as much as a personal recommendation, according to a 2017 BrightLocal consumer survey
Reinforcing that top health organizations recognize the impact of reputation on revenue, Aaron cited surveys showing that a difference of one star in business ratings can impact revenue by 5 to 9% (Yelp, 2011), and that higher percentages of positive reviews can increase average monthly patient volume by 13 to 17% (HCA Physician Group, 2015).
Creating a hospitality-influenced reputation management program
Next we heard from two marketers who implemented a highly responsive and very successful reputation management strategy for Florida Orthopaedic Institute. Donna Bossuyt is their Director of Marketing & Customer Service, and Kim Mott serves as Marketing & Customer Service Manager. Florida Orthpaedics Institute has 10 locations across the Tampa Bay region, employing 43 providers and 600 professional staff members. Annual patient visits are nearly 200,000, and in 2017 the Institute recorded more than 54,000 new patients and over 20,000 surgeries.
Donna and Kim described how they built a reputation management program that took important cues from the hospitality industry. Drawing in part on her experience in hospitality with Starwood Hotel and Resorts, Donna created a program that takes customer service to a higher level by delivering consistent, exceptional service at every patient touchpoint. Emphasizing “WOW factors” in training and in practice, they’re helping Florida Orthopaedic Institute move from a physician-centric culture to a patient-centric one.
They made their case to the company from board to physicians to staff, that customer service and reputation management play a measurable role in attracting new patients, and building revenue based on satisfaction ratings. These are the four objectives of their plan:
- Increase positive reviews
- Deliver high-touch service recovery
- Improve service based on patient insights
- Bring awareness of feedback to Institute leadership
The challenges they described in implementing the plan will be familiar to most people working in customer care:
- Inefficient processes
- Paper surveys – difficult to collect insights
- Online reviews – managed manually, it’s like herding cats
- No organized response procedures
- Small reputation management team
Needing a central point for managing online reviews and patient surveys, an efficient workflow for responding to reviews, and a way to create and share reports with physicians and staff, they chose Binary Health Analytics.
Binary Fountain’s solution helped them capture and analyze patient feedback, uncover actionable insights, engage patients and increase the volume of positive reviews and comments, and report to staff, physicians and C-suite executives.
This helped Donna and Kim place a high priority on responding to patient concerns with a high-touch approach. They were able to dynamically assign the correct staff for follow-up on negative comments and ratings from surveys, setting a target of responding within 24 hours of a negative review alert. Online review follow-up was facilitated by Kim, who would work with the appropriate staff to deliver service recovery.
Donna and Kim described the initial concerns of their physicians, who are perfectionists and data-driven. They were anxious about negative reviews and reacted with a “take this down” response. Using Binary Fountain to analyze data and generate reports, they educated the physicians on their patients’ feedback and helped motivate them to embrace their role in improving their online reputation.
Similarly, they encouraged staff engagement by sharing positive comments, and using patient insight reporting to spot areas in need of additional training and coaching.
Finally, Kim and Donna reviewed data on how the program improved scores on surveys and ratings sites and how they documented their outcomes for C-Suite executives, and described lessons learned in the process. They offered advice on communicating and gaining buy-in to the culture-changes on the way to effective reputation management, and offered their insight on improvements to come.
A lively question and answer section followed, addressing more than 15 questions from webinar attendees.
If you’d like to listen to the webinar recording, click here.
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