If you’re thinking about the healthcare marketing trends and healthcare marketing strategies of 2021, you are in the right place. Today, we will discuss how all this correlates with reputation management and how this is good or bad for your practice’s online reputation.
Before anything else, let’s set the record straight that reputation management matters. Period.
You can’t deny that people nowadays research more than they did before. People are always on their phones, and checking out reviews of your practice is way easier. Suppose ordinary, everyday people spend all day reading online reviews about a specific air fryer they want to gift to themselves. How much more do you think they would consume reading online reviews of hospitals they need for a certain check-up or procedure that they have to do soon?
Marketing research in healthcare focuses more on how they can help professionals in the healthcare industry reach more patients or clients that will benefit from the services that they can give and perform. But, before you or any other healthcare professional can execute these services, you have to reach possible patients first. This is where a reputable business has an advantage over smaller ones lacking information or knowledge about reputation management.
What Is Good Reputation Management?
Reputation management is the practice of shaping the public’s perception of a person, organization, or brand by influencing online data about that specific entity.
Monitoring perceptions, conversations, and references to the person, organization, or brand is the first step in reputation management. This is done through monitoring their social media content with carefully crafted searched keywords and using tools to observe and analyze the results. Creating campaigns or solutions depending on the issues would be step number two.
Hiring a PR or public relations company will help you and your healthcare establishment with campaigns or projects. These campaigns would help increase your visibility online, where people have access to the positive or negative opinions that your company has.
One way to curb negative organic content is to create positive content about the company. A reputation manager will post a couple of these positive reviews, comments, or content to pacify the negative ones or ensure that these negative comments are not the first things you see when you come across any online platform.
There are more ways to create a more positive light on your online reputation, and your manager can suggest ways for you to do that effectively. You can always control what information you want to share, but not the one’s people or patients say about you, your company, or your brand —of course, aside from deleting them. But you don’t need to do that if you are doing a great job at your company and making sure that all the rules are being followed and everyone’s on their best behavior.
If you are still unsure and unclear about the importance of reputation management in all these, know this —for your healthcare establishment, all you have to do is to promote your company honestly. Implementing and promoting customer experience management or CEM practices and actively and regularly engaging with patients online is the most effective way to do it.
Importance Of Reputation Management In Healthcare
The first place a patient will be looking for information about their doctor is online. Everybody knows this. Let us take a look at how negative reviews affect your online reputation:
1. Hard to undo.
Well, you already know how that goes —negative reviews will pull down your number of potential patients coming in. It is hard to keep someone’s trust, how much more to regain it. Especially online —search engines can sometimes be very unforgiving.
2. Lowers current ranking.
Having a single negative comment or review on your website or any social media platform can end your career. Few patients would be coming in and thus bringing your online ranking down. Bing and Google use your reviews when ranking your business in search results.
3. Damage your brand.
Negative reviews could mean that your customer services are poor or that patients were not satisfied -either way, this could mean losing patients.
Positive reviews, on the other hand, will:
1. Easy to sustain.
There is almost nothing to manage if your reviews are positive ones. Right? You have to make sure that they keep on coming!
2. Pump up your ranking.
Of course, if negative reviews lower your ranking, having positive reviews will increase your rank. This will help you in getting more potential clients or patients.
3. Strengthen your brand.
Building your brand reputation will be easier if you have a lot of patient reviews with positive sentiments on them. There will be more people willing to refer or recommend you to others, thereby growing your patient directory.
Tips To Protect Your Online Reputation
Every professional, every brand, business, or service provider in the digital marketing world is concerned about their online reputation. If you are talking about healthcare reputation management, higher quality standards are maintained and expected of you.
Online reviews and testimonials from your previous and future clients will influence your business, old or new. Even other hospitals or healthcare providers’ opinions of you or your company influence how people perceive you. More than 70% of patients read reviews before finding or even considering one. These reviews are effective!
Protecting your online reputation means your reviews should be positive! They are highly influential, and making sure they’re on your side is always a plus. Here are some reputation management strategies you can do:
- Make sure that your listing details are current and correct.
All you have to do is to make sure that your NAP or Name, Address, and Phone information is correct and updated, and the same with your website, social media pages, or any listing online or offline.
- Fresh content is highly encouraged
Keep creating fresh and new pages for your social media presence like Instagram, Facebook, LinkedIn, Twitter, etc.
- Understand how your review platform works
Like with all tech or criteria, each platform has a different and maybe even unique take on their evaluation —learn more about this so that you know where you need to improve on or where you excel in.
- Encourage positive comments, reviews, and patient’s input
Every hospital wants to ensure that they provide the best experience for their patients, but for other possible patients or clients to know this, reviews should be visible on your site. Your website having positive and fresh reviews would definitely improve your standing with your patients and clientele.
- Reply or respond ASAP
You might not just realize it, but responding to comments, whether positive or negative, has to be done ASAP. It shows how much you value their concern or are willing to make sure that things are okay with you or someone else involved.
The easiest way to get reviews and feedback from your patients is by asking for it. You can accomplish this by having them fill out a survey as a part of your clearance procedure, either on paper or online. Make sure to ask permission before using their responses on your website or social media platform.
These surveys and feedback are nothing to be taken personally —as a professional, these feedbacks are something you can use to improve your practice, therefore improving your online reputation. All you have to do is make sure that you get honest answers and commentaries to actually work and improve on. Having access to decent, reliable doctors is made possible by having an honest-to-goodness positive healthcare reputation management Telehealthcare team that you can get from RXMedia. Give us a call right now at 503-974-3288, and we will help you become more credible and reliable online.