Listings management and reputation management go hand in hand
Consumers need information they can trust to help them make decisions. This means providing accurate, timely information in the places people do their search. Once they do find you, most consumers make decisions based on the experiences of others, as reflected in reviews and ratings. According to Binary Fountain’s second annual healthcare consumer survey, 95% of respondents regard online ratings and reviews as “somewhat” to “very” reliable.
This is becoming even more important as healthcare consumerism continues to rise. Eighty percent search for medical information online, and in many cases are looking to find a “doctor near me.” And Google is one of their favorite places to start. This is why it is vital to claim, complete and update the Google listing for every physician and office location.
Inaccurate listings can cost you patients
There is nothing hypothetical about this: We have heard dozens of anecdotes about the consequences of incorrect phone numbers and addresses for physicians’ offices. If there’s a problem with any aspect of the listing, don’t be surprised if someone highlights it in an online rating or review seen by every potential new patient.
How healthy are your online listings?
Take a minute right now to search for a doctor near you that offers your practice’s specialty. Is your practice listed, and does it compare favorably with competing practices?
For many staffers responsible for marketing and reputation management, the work of claiming, correcting and maintaining your online listings looms as a tedious and time-consuming chore. Read on for expert advice on how to create and execute a strategy that works.
Krystal Taing, Listings Management Product Specialist at Rio SEO, offers some suggestions on how to make sure your organization’s online listings are accessible and accurate:
Prioritize & organize your data. The work of formatting location and physician data for directories and aggregators is foreign to some healthcare organizations. Step one is to decide on your preferred user experience. Do you want to direct everyone to your primary location, address, and phone number, or is it better to guide the patient to the specific department and/or physician? Tailor your data management strategy accordingly.
Target critical directories and sites for management. Review your site analytics, especially if you offer unique services, to determine where your patients find you before they click to your site. The popular local directories may not be your top referrers.
Enhance your data. Provide local, and helpful, content – descriptions, images, attributes, services and appointment links
Plan for listing updates. Knowing that listing management is not a ‘set-it & forget-it’ chore, take a proactive approach to changing details like new hours, or new location. Update your listings as soon as information changes. This avoids conflicting or inaccurate information, and the resulting poor patient experience.
Join us to learn more
Do you want to learn about developing a listings management and reputation management strategy for Google My Business? Register now for our upcoming webinar on November 8th, 1:00 – 2:00 pm ET.
About the Author
Brian helps healthcare organizations better understand their healthcare consumer challenges and needs, in order to efficiently manage and improve patient satisfaction.