Hospital Review Marketing

Maximize Medical Reviews to Market Your Hospital

When it comes to healthcare, patients are consumers, just like with any other industry. Consumers like to share reviews on how their experiences went with a provider, and healthcare is no different.

In a day and age where the average adult spends over 20 hours a week online, with 28% of that time on social media sites, it’s impossible to ignore the potential of internet marketing and management.

It’s imperative to understand the clout of online patient reviews.

One in four new patients report having chosen a physician based on a website reviews. Furthermore, the power of influence is growing, with some insurance companies even linking patients back to these sites. While posts on medical review sites (such as Healthgrades, Yelp, Vitals, etc.) are anonymous, there are tactics that can be used to elevate the good and combat the bad, overall boosting a hospital’s online reputation.

Visibility

With around 80% of customers searching the Internet for information on doctors, it’s important your healthcare facility is visible on all of the most important medical review sites.

Studies have shown that Healthgrades® is the most searched medical review site, with Yelp following close behind. Placing your hospital on these sites gives consumers an enormous amount of confidence in the brand. It is greatly advised that you do not discourage patients from critique with tactics such as a contractual agreement that prohibits a patient from public reviews. Many hospitals and practices have such tactics in place and are building a relationship of mistrust, suspicion, and hostility.

That being said, too much visibility can negatively affect your online reputation just as easily. Be sure to have a policy in place that advises all of your staff to have private social media accounts for socializing, and public/professional accounts for engaging in medical groups and gaining public trust.

Request

Positioning yourself online, in any platform, makes your hospital open to extreme criticism. There are a few tactics one can take to encourage positive reviews and dissuade the bad from emerging.

As each new generation enters the age where they are seeking health care without parental supervision, the Internet savvy of hospital consumers increases. Newer patients searching for online medical reviews can tell the difference between an authentic and fake review. When requesting reviews, ask your patients directly. Do not rely on family and friends to boost your positive feedback. Advise physicians to ask their patients they have a strong relationship with to take a moment to review their work and the hospital. Not all patients will oblige, but some will.

Another tactic to generate positive commentary is to give surveys to recurring patients while they wait for their scheduled appointment. Linking to an online review site at the end of a survey could generate traffic. You can also link to review sites through a follow-up email. Think of your follow-up emails as a medical thank you card. Kindness goes a long way with patients, and sending a thank you card encourages a strong bedside manner.

Want to discourage consumers from ranting and raving their negative experiences online for the world to see? Presenting complaint cards to patients provides the consumer a chance to get their anger out before going public, declining the likelihood of taking it online.

Reply

Once placed on any medical review website, commentary on your services (good and bad) will begin to appear. It’s important to do a consistent scan of these sites for new reviews. It is highly likely that more than a few patients will be disappointed in the outcome of their treatment and say so online.

Respond to these reviews in a timely and conscientious manner. With a proper response, other patients may even come to your defense. Acknowledge the person’s complaint, show a commitment to improving your service, and encourage the distressed patient to contact you directly in order to discuss their complaint and come to a resolution.

Utilize the power of medical review websites! Not only do they encourage more patients to use your healthcare facilityl, with enough positive reviews, you can boost your credibility with Google and receive a higher ranking on search engine results!

Want to learn more tips to market your hospital online? Check out this blog for more information!

Need help marketing your healthcare facility? Contact Jimmy Warren today.


ABOUT JIMMY WARREN
Early to bed, early to rise, work like crazy and advertise! Jimmy Warren is president of TotalCom Marketing Communications and has over 30 years experience helping all kinds of businesses build a strong brand. A large portion of that experience has been helping hospitals and healthcare organizations. He loves the ‘weird’, interesting and extremely talented people he gets to work with every day – that includes co-workers and clients. Outside of work he enjoys his grand kids, traveling and any kind of good ole fashion Alabama sports. Roll Tide!

3 Hospital Marketing Trends That Are A Must

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Hospital marketing is a challenge. Engaging consumers and convincing them to turn to your physicians and services – all while building brand recognition and authority and expanding reach to new potential patients.

It helps to identify important hospital marketing trends that will make an impact over the next year. In a couple of weeks, we’ll look at trends to follow in 2016, but for now, we’ll examine three trends that have made an impact in 2015 and should be followed today.

Here are three important hospital marketing trends to include in your marketing campaign, if you haven’t already.

Tap Into Search Marketing

Before the average patient ever sees a doctor, he or she will have searched online for answers to their symptoms and problems. In fact, 72 percent of Internet users reported looking online for health-related information within the past 12 months, according to Pew Research. This is why WebMD is so popular. This is why countless other sites including medical reviews exist – to provide a steady supply of health-related information for people searching for it.

A hospital has to find ways to tap into search. This is not so much a trend as it is a way of life.

The more information a patient gets from a source online, the more likely it is that that patient will use that facilities services. Tapping into search can mean taking advantage of SEO and SEM, writing blogs with keywords relevant to searches (i.e. find what health questions people are asking online and then writing blogs focused on those answers), and even spreading the message through guest posts and articles that link back to the main hospital website.

This leads us to another major trend: having a robust repository of knowledge.

Create Content and Post

This is another trend that is more like a way of life. A hospital’s website should be a virtual resource for health-related information, complete with topics that help patients find answers to their problems before they ever see a doctor.

This can take many forms. We recommend a hospital blog. But other options are static content that reads like an online encyclopedia or a FAQ page.

The content should then be re-purposed across all of your channels. It also forms great material for PR pitches, both traditional and digital.

Use a Reputation Management Service

Over 60 percent of patients use online doctor reviews before choosing a physician. The number of patients who use online physician and hospital reviews jumped by 68 percent from 2013 to 2014. These two stats alone reveal just how important it is to use some kind of reputation management service for your hospital.

A service can gather reviews and encourage patients to leave reviews on websites. They can also curate these reviews and let you know when one has been posted. Review tracking is a powerful way to manage your reputation, as is the ability to reach out to patients and encourage them to actually create a review. More and more patients are leaving reviews these days, but the more positive ones you have, the better your reputation will be.

Social media is a strong channel for this. You can solicit reviews and have them on your Facebook page, as well as direct patients and followers to external websites for reviews.

Reach for Better Hospital Marketing in 2016

In the coming weeks, check back here for what we expect to be crucial in 2016 for hospital marketing. For now, form a plan to implement the trends outlined here.

ABOUT JIMMY WARREN
Early to bed, early to rise, work like crazy and advertise! Jimmy Warren is president of TotalCom Marketing Communications and has over 30 years experience helping all kinds of businesses build a strong brand. A large portion of that experience has been helping hospitals and healthcare organizations. He loves the ‘weird’, interesting and extremely talented people he gets to work with every day – that includes co-workers and clients. Outside of work he enjoys his grandkids, traveling and any kind of good ole fashion Alabama sports. Roll Tide!

Maximize Medical Reviews to Market Your Hospital

Online Reviews to Market Your HospitalWhen it comes to healthcare, patients are consumers, just like with any other industry. Consumers like to share reviews on how their experiences went with a provider, and healthcare is no different.

In a day and age where the average adult spends over 20 hours a week online, with 28% of that time on social media sites, it’s impossible to ignore the potential of internet marketing and management.

It’s imperative to understand the clout of online patient reviews.

One in four new patients report having chosen a physician based on a website reviews. Furthermore, the power of influence is growing, with some insurance companies even linking patients back to these sites. While posts on medical review sites (such as Healthgrades, Yelp, Vitals, etc.) are anonymous, there are tactics that can be used to elevate the good and combat the bad, overall boosting a hospital’s online reputation.

 

Visibility

With around 80% of customers searching the Internet for information on doctors, it’s important your healthcare facility is visible on all of the most important medical review sites.

Studies have shown that Healthgrades® is the most searched medical review site, with Yelp following close behind. Placing your hospital on these sites gives consumers an enormous amount of confidence in the brand. It is greatly advised that you do not discourage patients from critique with tactics such as a contractual agreement that prohibits a patient from public reviews. Many hospitals and practices have such tactics in place and are building a relationship of mistrust, suspicion, and hostility.

That being said, too much visibility can negatively affect your online reputation just as easily. Be sure to have a policy in place that advises all of your staff to have private social media accounts for socializing, and public/professional accounts for engaging in medical groups and gaining public trust.

 

Request

Positioning yourself online, in any platform, makes your hospital open to extreme criticism. There are a few tactics one can take to encourage positive reviews and dissuade the bad from emerging.

As each new generation enters the age where they are seeking health care without parental supervision, the Internet savvy of hospital consumers increases. Newer patients searching for online medical reviews can tell the difference between an authentic and fake review. When requesting reviews, ask your patients directly. Do not rely on family and friends to boost your positive feedback. Advise physicians to ask their patients they have a strong relationship with to take a moment to review their work and the hospital. Not all patients will oblige, but some will.

Another tactic to generate positive commentary is to give surveys to recurring patients while they wait for their scheduled appointment. Linking to an online review site at the end of a survey could generate traffic. You can also link to review sites through a follow-up email. Think of your follow-up emails as a medical thank you card. Kindness goes a long way with patients, and sending a thank you card encourages a strong bedside manner.

Want to discourage consumers from ranting and raving their negative experiences online for the world to see? Presenting complaint cards to patients provides the consumer a chance to get their anger out before going public, declining the likelihood of taking it online.

 

Reply

Once placed on any medical review website, commentary on your services (good and bad) will begin to appear. It’s important to do a consistent scan of these sites for new reviews. It is highly likely that more than a few patients will be disappointed in the outcome of their treatment and say so online.

Respond to these reviews in a timely and conscientious manner. With a proper response, other patients may even come to your defense. Acknowledge the person’s complaint, show a commitment to improving your service, and encourage the distressed patient to contact you directly in order to discuss their complaint and come to a resolution.

Utilize the power of medical review websites! Not only do they encourage more patients to use your healthcare facilityl, with enough positive reviews, you can boost your credibility with Google and receive a higher ranking on search engine results!

Want to learn more tips to market your hospital online? Check out this blog for more information!

Need help marketing your healthcare facility? Contact Jimmy Warren today.


ABOUT JIMMY WARREN
Early to bed, early to rise, work like crazy and advertise! Jimmy Warren is president of TotalCom Marketing Communications and has over 30 years experience helping all kinds of businesses build a strong brand. A large portion of that experience has been helping hospitals and healthcare organizations. He loves the ‘weird’, interesting and extremely talented people he gets to work with every day – that includes co-workers and clients. Outside of work he enjoys his grand kids, traveling and any kind of good ole fashion Alabama sports. Roll Tide!