brand reputation

Collection of People in a Review Bubble

Maximize Medical Reviews to Market Your Hospital

When it comes to healthcare, patients are consumers. And just like any other industry, consumers like to read and share reviews  about their experiences.

The average adult spends over 20 hours a week online, with 28% of that time on social media sites. So it’s hard to ignore the potential of internet marketing and reputation 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!

Tools for Monitoring What’s Being Said About Your Hospital

104762790Use monitoring tools to know what people are saying about your hospital and respond appropriately.

People are most likely talking about your hospital.  Conversations are occurring about your brand.  Do you know what they are saying?  You should.  Some marketers had rather not know.  They prefer to stick their heads in the sand and pretend it doesn’t exist.  This is neither good nor responsible.  Conversations about your hospital are happening and you should know what they are.

Sarah Johnson in an article for intuit mentioned three important and instructive points about knowing what people are saying about your hospital.

1.    Set up alerts and conduct regular web searches.

At the very least, set up Google Alerts for the name of your hospital or healthcare organization  (put quotation marks around any proper names to get the most accurate result).  In addition use tools on social media sites to search those particular sites.  With these two, you will receive notices of mentions of your hospital on the web and on the social media sites you monitor.

2.    Invest in a monitoring tool.

The alerts and searches mentioned above are not totally effective.  Mentions often escape their filters so it’s recommended to invest in a monitoring tool that does a far better job than Google Alert.  The good monitoring services will monitor and report mentions of your hospital across the entire web and across all public sections of social media sites.  Some to consider include Social Comply, Trackur and Radian6.

3.    Make people feel they’re being heard.

It’s important your hospital is perceived as responsive and caring.  Respond to issues that appear and to disgruntled consumers.  Take the disgruntled person offline, express your concern and offer to make it right, if possible.  If not, assure the complainant that you will do as much as possible to insure the perceived wrong is not repeated.

It may be important to also make a conciliatory statement in the same venue to show your hospital has a heart and a concern about any dissatisfaction and state that steps will be taken to correct any issues.

It is also important to show appreciation.  When good things are stated, acknowledge it and be appreciative.

People are talking about your hospital.   And as a brand advocate for your hospital you need to know about those conversations.  Monitor, listen, learn and be proactive.  Your hospital’s brand reputation may depend on it.