February 09, 2017

Reputation Management Best Practices – Digital Surveys & Negative Reviews

By: Zargham Ghani

In Part 1 of our Reputation Management Best Practices interview we spoke with Kait Phillips and Aksana Koch, from Binary Fountain’s Customer Success team, about what advice they would give on engaging online reviews as a part of a successful healthcare reputation management strategy.

In Part 2, they go a little further into best practices, giving us their expert tips on digital healthcare surveys, expanding on strategies for responding to extremely negative reviews, and sharing how to begin your own reputation management program.

Q: In Part 1, you gave us your recommendations for responding to negative and positive reviews. What do you recommend doing when a patient posts a review with possible legal implications, for example?

Kait: For reviews that have legal implications, such as containing PHI, libel, we advise engaging the legal department immediately. They can provide instruction on how to proceed, reach out to the patient about their issue and request the comment be removed. It’s important to address the issue promptly and take the conversation with the patient offline.

Aksana: We also recommend our clients set up notifications for these type of reviews, based on keywords. So if someone threatens legal action against a physician in a review, the practices’ legal department will be notified immediately.

Q: The Binary Health Analytics Platform provides healthcare providers a complete view into managing patient feedback, not only on online reviews and ratings, but surveys as well. Why and when should a healthcare organization use surveys?

Aksana: Healthcare surveys are essential in helping organizations understand the elements of care that patients value. A well-crafted patient survey can thoroughly assess the patient’s experience and provide solid, accurate data to be used in development of change initiatives. Ultimately, a questionnaire can improve the quality of treatment while simultaneously increasing the financial profitability of the hospital.

The standard government mandated HCAHPS and CG-CAHPS surveys ask a series of questions that cover everything from access, communication quality from the doctor, environment of care, nurse care, medication teaching quality, to discharge instruction, and beyond. They are distributed by a patient experience advisory company like Press Ganey, the top survey providers in the healthcare industry. They manage the entire process from reaching out to the hospital to have the survey done to collecting the data and reporting back it to the hospital. That information is then reported to the government for the 2 percent reimbursement that is tied to the surveys.

Kait: With the Binary Health Analytics platform, our clients can run campaigns and surveys to help them understand their strengths and where they need to improve. If a patient is filling out one of the platform’s surveys and they rate their experience between a nine or ten, it will instantly direct the patient and request them to post a review online. However, if they give their experience a lower score, the intelligent platform continues with the survey questions in order for the organization to better understand how they can improve in the future. If the score goes below an acceptable rating, the practice manager, patient experience or marketing professional can immediately be notified so they can quickly follow up and perform service recovery.

Q: Finally, do you have any advice for practices that are beginning their own reputation management program?

Aksana: Certainly! Start promoting your online presence to patients and encourage them to engage with your practice on social media. We always recommend for our clients to claim their pages, such as their Yelp, and ask customers to leave reviews on them. It’s vital that healthcare organization take control of these. Definitely reach out to your loyal, happy patients! It can help build your brand and your healthcare organization.

Kait: I recommend auditing your current reputation when you start. The old saying you can’t manage what you can’t measure applies here. And there’s increasing demand on marketing to show ROI. Establishing a baseline will help you understand where you stand, how you’re improving over time, and serves as a source to prove success as you work toward managing your reputation.

Binary Fountain’s leading technology platform helps healthcare organizations to create a profitable patient experience for their organization by spearheading the online reputation management movement through patient feedback from online ratings, reviews, social media and surveys.

If you have any questions for Kait and Aksana, please send your questions to marketing@binaryfountain.com.

About the Author

Zargham Ghani
Engagement Manager

Zargham help healthcare organizations better understand their healthcare consumer challenges and needs, in order to efficiently manage and improve patient satisfaction.

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