Murfreesboro Medical Clinic and Surgicenter (MMC) is the single largest multispecialty clinic in the city of Murfreesboro. It is a physician-owned multi-specialty group offering patients access to primary care services, as well as 20 different specialties. The facility offers patients a single-source solution for all their medical needs, although it also operates two satellite walk-in clinics.
MMC has served patients in the area for almost 70 years and employs 80 physicians with a total of 120 medical professionals, including nurse practitioners and other staff. The city of Murfreesboro is located in one of the fastest growing counties in the United States with a significant influx of new residents.
Patients have greater access to information to help them make decisions concerning medical care providers today thanks to the internet. Online reviews and reputation can have a significant impact on a facility’s success or lack thereof, a fact that MMC learned to their detriment.
Binary Fountain’s offerings helped MMC accomplish their need to move away from the facility’s paper survey system. Paper surveys were available for patients to fill out in the waiting room. The facility had no online focus and only a single patient advocate to follow up on reviews and ratings. They began to notice a marked drop off in patients completing in-house surveys and a surge in online reviews, particularly patients going to Facebook to post negative experiences.
The facility’s marketing department determined they needed to learn how to manage online reviews and discovered Binary Fountain. Binary Fountain’s solution was presented to the board at the ideal time. The need to mitigate the damage from the Facebook post combined with the decline of paper survey completion created an urgency for managing online reviews.
Originally, managing patient reviews did not fall under the purview of marketing. It was the responsibility of the facility’s single patient advocate. However, as more and more negative reviews accumulated, it became marketing’s obstacle.
Murfreesboro Medical Clinic and Surgicenter chose Mobile Testimonials as the tool of choice to help begin repairing their online reputation and manage the online conversation surrounding their brand.
Changing the Conversation and Generating More Reviews
Prior to using Binary Fountain’s Mobile Testimonials platform, MMC had no means for patients to provide feedback on their experience other than their outdated paper survey in the waiting room. There was no digital platform for patients to use; leaving reviews on the facility’s Facebook page was the only recourse available to patients.
MMC opted to roll out a text-based feedback program. The first step was to build patient awareness. They accomplished this by posting notices within the waiting room, the restrooms, and throughout the rest of their facility alerting patients to the fact that they would begin to receive text communications from the facility. As awareness grew, so did patient acceptance, even eagerness to participate.
Using Binary Fountain’s tools and central dashboard, MMC was able to achieve considerable success. Within mere months of instituting its new text message campaign, the facility’s Facebook rating improved from 2.9 to 4.1. The facility’s Patient Feedback Score (PFS) rating rose from 3.1 to 4.2. In addition, the facility’s open rate/conversion rate has increased by 2% since May 2018.
One of the most startling changes has been a dramatic increase in review volume. MMC’s number of reviews has grown significantly since implementing Binary Fountain’s solution. From November 2017 through April 2018 (when the Mobile Testimonials solution was introduced), the facility saw 1,498 reviews. From May 2018 through November 2018, the facility has received 6,945 reviews, marking a 500% increase in review volume.
MMC’s PFS score has also increased substantially since taking control of their brand and the conversation surrounding it. From November 2017 through April 2018, the facility’s PFS score was 3.4. From May 2018 through November 2018, it rose to 4.1, marking a 20.59% increase.
The success with Binary Fountain has created numerous changes within MMC. Reports are shared with the board quarterly, where the competitor feedback score and performance review allow accurate benchmarking. The facility is leaving more personalized feedback to reviews as well in an effort to improve the overall patient experience. Physicians have been happy with the reviews they see and marketing is now delivering monthly reports to each department highlighting patient reviews and enabling agile actions and responses based on feedback concerning real-world scenarios.
The data has shown that in many instances, a negative review has little to do with the physician, and more to do with the rest of the patient’s experience at the facility, including with front-office staff, wait times, insurance, and even with situations in the parking lot.
Not all reviews are receiving responses and MMC is working to improve their response rate, as well as the level of personalization for each response, whether the review is positive or negative.
Ultimately, Binary Fountain’s Mobile Testimonials solution has driven home the importance of patient reviews and online reputation management while enabling better access to real-time information and improving the facility’s ability to respond and engage with patients.