monitoring reputation

Managing Your Hospital’s Reputation

Why Reputation Management Is Key for Hospital Marketing

At the doctor's office, a female doctor is performing a checkup on a young girl.

Reputation is everything in business. It’s even more important for hospital marketing because a hospital’s reputation is its most important asset.

Without a strong reputation, your hospital’s patient intake will suffer. After all, people don’t want to entrust their health to a hospital that has a poor reputation.

Your hospital’s reputation should be protected through reputation management. It takes an active and ongoing effort to manage brand perceptions and communicate positively with patients.


The Basics of Reputation Management

Reputation management involves two activities that are always ongoing:

  • Proactively creating favorable brand impressions
  • Handling the hospital’s reputation in the public eye

Traditional advertising can help do the former; an active presence online can help do the latter.

For example, although a brand’s reputation is what others think of it – not what you think of it yourself – you can influence that perception through carefully-crafted ad campaigns.

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You can also use social media to respond to comments and online reviews from patients, whether they’re negative or positive.

In fact, it’s even more important to use reputation management if there are negative comments online, such as on Facebook or a review website. You never want to let a negative impression go unaddressed.


Tips for Responding to Negativity Online

The main rule of effective PR is to be honest and transparent, without violating confidentiality or other laws and regulations.

Don’t delete negative comments unless they’re vulgar or inappropriate. Instead, respond positively and calmly. Show the commentor or reviewer that you’re listening to them and you hear their complaints. Then choose a response that addresses the concerns and makes amends if necessary.

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A lot of hospitals are afraid to admit fault in any way. This is understandable, giving the litigious society in which we live. But that doesn’t mean you can’t ever admit that something wasn’t handled the right way, or that your patients have valid complaints.

Work with your legal department to craft responses, but don’t be afraid to address negative comments or reviews head-on.

Be authentic, too. Avoid slogans or jargon that sounds too much like PR spin. You should be sincere and genuine, not fake or contrived.

Reputation management also involves monitoring what’s being said. You can set up Google alerts, and you can also subscribe to a social media monitoring service that lets you know what people are saying, as soon as they say it.

Reputation management is crucial. A hospital has to protect its reputation, and that means viewing reputation management as a priority.

TotalCom is a full-service hospital marketing and advertising agency that believes in getting great results from telling great stories. Contact us for more information or view our previous work and see what stories we can tell for you.

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!