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February 17, 2021

Uncovering Insights in Digital Patient Feedback

By: Andrew Rainey

Historically patient feedback in healthcare was measured solely with CAHPS surveys. Now that’s changed. Whether you work for a hospital, physician practice, or another type of healthcare organization, patient feedback is now scattered across multiple sources. This feedback can be collected from online reviews, social media, patient surveys and even call center data. The challenge…

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patient feedback in healthcare

Historically patient feedback in healthcare was measured solely with CAHPS surveys. Now that’s changed.

Whether you work for a hospital, physician practice, or another type of healthcare organization, patient feedback is now scattered across multiple sources. This feedback can be collected from online reviews, social media, patient surveys and even call center data. The challenge is to make sense of all this information. Buried within these open-ended comments are meaningful insights that can be used to improve the patient experience and your organization’s reputation.

Patient Feedback in Healthcare Challenges

The need to quickly analyze feedback at scale is only becoming more vital. You need to follow the trend on this data as well as quickly drill down into the details to identify issues that need to be resolved. Even the online reviews and surveys one practice receives can be overwhelming to manage – and it can impact their business. So, what strategy will you adopt to gain value from patient feedback?

Arm Yourself with Healthcare-specific NLP

As scientific as it sounds, natural language processing (NLP) uncovers meaningful insights from everyday language that can be found in millions of online reviews, surveys, and other sources. Identifying and analyzing keywords and phrases in unstructured comments, along with the context of how they’re being used, can reveal useful information. NLP is one of the most powerful tools a system can use to understand and act on the patient experience.

Some NLP tools are designed to work across multiple industries, but we don’t recommend them for measuring patient experience. Patients are unique consumers using unique terms for services unlike any other.

For this reason, a one-size-fits-all approach doesn’t work well when it comes to the understanding of patient experience. Healthcare can learn valuable lessons from other industries, but feedback provided about a physician or specialist requires a more targeted NLP. It’s unlikely that NLP designed to analyze reviews for auto shops, retailers or restaurants would effectively hospitals, urgent care, and primary care clinics.

Binary Fountain took the approach of creating a healthcare-centric NLP from the ground up to understand the nuances of healthcare language. We break patient experience down into categories to help you draw specific and actionable insights.

Among these categories, insights from comments could be related to Timely Care, Patient Inclusion in Decision, and the Overall Experience while revealing their sentiment. Our NLP even allows you to drill down into the root cause of the issue, helping make this information actionable.

Our specialized NLP allows the healthcare system or practice to dig deep and identify the issue causing poor patient experience – and fix them. Ultimately, “the why” behind a review is the true value.

The Relationship Between Data and Reputation

In an era where nearly half of healthcare consumers use reviews to find care, your online reputation is more important than ever. Therefore, the only way to truly boost your reputation is by taking your ratings and reviews into account and acting upon them accordingly.

You should note, however, that a blanket number of aggregate star ratings will not help you make meaningful changes. Aggregate star ratings merely indicate an average of what people think of your business. Your star ratings and large data sets involving customer sentiment can give you a broader idea of how well you are doing. Note, however, that these ratings derive from individual feedback.

Individual customer reviews give you more nuanced data on what you are doing well and what can be improved. It is this feedback that gives you the ground-level information necessary to make operational changes and improve the patient experience.

Of course, whether or not you can make these changes depends upon how attuned you are to these reviews. If you are not aware of the reviews you receive, or you have no way of organizing, managing, and responding to them, these bits of small data become useless. You need proper customer engagement strategies and online review management solutions to read and reply to all feedback.

Healthcare organizations must monitor both the micro-level details and the broad view of their brand’s standing. Improvement in overall patient experiences happens at this intersection of big and small healthcare feedback analytics.

Use Patient Feedback in Healthcare to Take Action

Never miss out on an opportunity to build patient loyalty and create a better patient experience. Engaging your patients online or offline is key. Timely patient complaint service recovery could turn a bad review into a positive overall experience.

Physician engagement in online reputation is also key, as patient feedback is a learning moment. Providers and institutions can use feedback data to identify areas of improvement. Healthcare organizations like Temple University Health System are exemplary when it comes to making this data actionable. As a result, their patient experience scores and reputation management programs have improved.

Online Reviews Correlate to HCAHPS

CAHPS and HCAHPS surveys are another rich source of patient feedback and tend to correlate to online feedback. One previous Binary Fountain study found a strong, positive correlation (0.54 coefficient) between patient feedback scores calculated from unstructured online reviews and HCAHPS Top Box scores (overall rating domain).

This why effective healthcare NPS software must also capture survey feedback, such as HCAHPS, in addition to online feedback. Every additional source of feedback harvests new individual insights that could add up to massive improvement in patient experience.

Understand What’s Important to Your Patients

The answers toward improving the patient experience are in front of you. You already have a wealth of patient feedback, you only need to make sense of it. To take the next step, and you need tools created specifically for the healthcare environment to have a positive, meaningful impact on the patient experience.

Having a comprehensive view of patient metrics and insights can help you achieve valuable competitive advantages. Many healthcare organizations are already benchmarking their performance against other healthcare organizations. Healthcare is trending toward the consumer experience. The health systems that embrace this shift will find themselves winning new patients and building long-term loyalty.

Want to learn more about how Binary Fountain can improve your online reputation?

Schedule a Demo

 

For more on patient feedback in healthcare, browse these resources:

 

About the Author

Andrew Rainey
EVP of Strategy & Corporate Development

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February 04, 2021

The Joe Biden Healthcare Agenda: What Health Systems Should Expect

By: Erik Fessler

The healthcare agendas of Donald Trump and Joe Biden were top voter considerations in the 2020 election.  The popular importance of the issue all but assures that we’ll see continued legislative impacts. October 2020 polling indicated that 64% of men and 83% of women rated healthcare as “very important.” This averages out to three in four voters….

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joe-biden-healthcare

The healthcare agendas of Donald Trump and Joe Biden were top voter considerations in the 2020 election.  The popular importance of the issue all but assures that we’ll see continued legislative impacts.

October 2020 polling indicated that 64% of men and 83% of women rated healthcare as “very important.” This averages out to three in four voters.

We can expect the Joe Biden healthcare agenda to center around updating the Obama Administration’s Affordable Care Act (ACA). We can also expect to see a more hands-on approach to controlling the pandemic.

We’re unlikely to see Biden pursue a more ambitious healthcare agenda, such as Medicare-For-All. Biden famously never embraced Medicare-For-All during the primaries or general election, and regardless would be unlikely to get such a bill passed in the Senate.

Instead, it’s likely that Joe Biden’s healthcare influence will likely touch four main issues.

COVID-19 Response

Many voters and healthcare experts alike see the COVID-19 crisis as a healthcare issue. As a result, we can expect that Biden will prioritize health and science as the top concern for this COVID-19 response.

An early effect has been the re-empowerment of top vaccine expert Dr. Anthony Fauci. New support for the U.S. Centers for Disease Control and Prevention has also been an outcome.

The voice of public health has received new strength in the response to the pandemic. We now see consistent messages coming from the executive branch, stronger messaging from the CDC, and more support for epidemiologists.

This response has also been backed up by executive action. On day two of his administration, the president signed 10 executive orders related to his pandemic response. The goals of the orders included expanding testing and administering 100 million vaccine doses by the end of April. Biden additionally invoked the Defense Production Act to compel companies to manufacture supplies needed for the nation’s pandemic response.

Push for More Coverage and Lower Costs

One sobering Commonwealth Fund study found that 7.7 million Americans lost access to employee health insurance due to the pandemic. On top of that, nearly 7 million dependents could also lose their coverage.

Increasingly, Americans are beginning to more deeply examine the marriage of employment and health insurance. In response, the Biden Administration has signaled its plans to strengthen the ACA. One immediate response was Biden’s January 28th order to re-open the ACA enrollment period for three months.

Biden has also proposed redefining affordable health care to be no more than 8.5% of a family’s income for a benchmark gold plan. Currently, the ACA caps enrollees’ contributions toward the benchmark silver plan at just under 10% of their income.

Additional moves to sure up ACA could include changes in eligibility for subsidies. Biden plans to eliminate the income limit on premium subsidies, meaning that the new 8.5% premium cap would be available to higher-income enrollees. This eliminates what’s currently called the “subsidy cliff” that exists in the ACA currently.

Additionally, Biden plans to allow workers that qualify for job-based coverage to enroll in Marketplace plans. Workers would now be free to purchase subsidized plans from the market if the plans are a better deal.

Finally, we may even see a public option available to all Marketplace participants. Those who live in a state that hasn’t adopted the ACA Medicaid expansion and make under 138% of the poverty line would be automatically enrolled with no premium. If enacted, this final step in ACA expansion could bring the national uninsured rate down to 3%.

Improved funding for healthcare navigators is another possible change on the horizon. Healthcare navigators are exchange employees tasked with personally helping users find the best and most affordable coverage. This could bring major user experience improvements.

Lowering the Medicare Age

Perhaps one of the most ambitious Joe Biden healthcare legislative goals is lowering the Medicare eligibility age from 65 to 60. Most adults over 55 support the goal. Many fear age discrimination will prevent them from finding suitable employment if they are displaced during this pandemic.

However, increased eligibility will encounter fierce resistance from some healthcare institutions. This will be a result of the lower reimbursement rates of Medicare relative to private insurance. Though, the full impact on healthcare providers will likely depend on their payer mix.

Those seeing significant numbers of privately insured patients between the ages of 60 to 65 could see notable losses. In contrast, the move could actually help providers that serve high numbers of uninsured patients.

Newly eligible sexagenarian decisions to join Medicare will likely hinge on the financial attractiveness of their private insurance options, if available.

Improvements in Patient Experience and Equity

A transition from Medicare fee-for-service to value-based care has bipartisan support. Both the outgoing Trump administration and Biden administration supported such plans. President Biden’s election is likely to speed its implementation.

The Joe Biden healthcare platform also includes several proposals aimed at closing gaps in healthcare among racial groups. One such proposal includes boosting funding to community health centers.

The Biden campaign site quotes a study finding that 59% of patients at community health centers were people of color. Additionally, one quarter were uninsured. As a result, they call for doubling the federal government’s investment in these centers. They also want to see expanded access to “high-quality health care for the populations that need it most.”

Other potential changes include possible provider incentives for taking active roles in addressing racial disparities. Additionally, we could see more provider accountability and appeal mechanisms in Medicare Advantage. These mechanisms would give people more chances to appeal coverage decisions.

Want to learn about how Binary Fountain can help you overcome your online reputation challenges?
Schedule a Demo

 

For more on overcoming your current healthcare challenges, browse these related posts:

About the Author

Erik Fessler
Marketing Coordinator

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January 25, 2021

Customer Review Campaigns: What You Need to Know

By: Kayla Zamary

Is your business running customer review campaigns? If not, you should be. Your customers are your biggest fans and your biggest opportunity to make significant improvements to your business. Listening to their feedback can help you improve your rankings and even attract new customers through social proof. Additionally, surveys show that consumers value the volume…

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customer review campaignIs your business running customer review campaigns? If not, you should be.

Your customers are your biggest fans and your biggest opportunity to make significant improvements to your business. Listening to their feedback can help you improve your rankings and even attract new customers through social proof.

Additionally, surveys show that consumers value the volume of reviews in addition to the quality. In 2020, BrightLocal found that the average consumer reads 10 reviews before being able to trust a business. Less than half would consider using a business with a star rating below four.

However, running a customer feedback campaign can present some challenges. Many review platforms don’t allow you to directly solicit customer reviews on their platforms. Instead, you should be intentional with how you ask for feedback and promote your profiles on review sites.

We are going to explore a few methods to encourage customers to leave reviews and strengthen your digital marketing. We will also talk through the different tools you can use to earn high-quality reviews for your local business.

Getting Reviews is Easy, But Getting Positive Reviews is Hard

It can be hard to earn positive reviews, even if you are known for great customer service. Sometimes businesses struggle to even generate reviews at all.

A lot of this has to do with the consumer mindset. Consumers generally expect everything at their doctor’s office or their local gym to go well. Their expectations for customer service are higher than those for a new restaurant, making it easier to surpass expectations. The bar for success is set much lower for restaurants than it is for a cardiologist.

Instead, maybe people decide to leave a review only when things go wrong. This can often lead to businesses that are providing great customer service having more negative reviews than positive ones. That’s disheartening for any business owner.

So, what can you do to improve your online reviews?

The answer isn’t revolutionary, but it is effective: Focus on getting happy customers to take the time to leave reviews.

Asking for a Review in Person

It’s always okay to ask happy customers to leave a review on their review directory of choice. However, what is never okay is to offer to pay reviewers for a good review. That will erode their trust and also violates many policies for online directories.

We recommend having the person who has the most contact with the customer ask for the review. Front line employees generally have the deepest relationship with your customer.

At a medical practice, for example, this may be the nurse practitioner or the doctor themselves. You can also post signs in your establishment reminding customers that you value their feedback in online reviews.

Map out all the customer touchpoints in your company and where it makes sense to ask for a review. Chances are, if you really do have outstanding customer service, you will get that valuable review.

Asking for a Review via Email

E-mail is a great way to ask for customer reviews. Chances are, if they are a patient or a paying customer, they provided their email during their visit.

Having a contact database of former customers is a great way to generate quality reviews. However, it can also be a bit more complicated to pull off than simply asking in person.

Here are some guidelines for asking for customer reviews via email:

  • Have a clear call to action button so that users can easily see where you want them to leave the review. Remove as many steps as possible.
  • Do not promise them anything for leaving a review.
  • Test multiple variations of an email to see which ones your customers engage with.
  • Segment your email list to target only recent customers. Unengaged customers are less likely to respond to emails and may not even be customers anymore. We recommend editing your list down to people who have visited your establishment within three months.
  • Make the reviews about them and not about your online reputation. Don’t say, “Leave a review so we can improve our online reputation.” Instead say, “Leave a review so people like you can enjoy the benefits of working out at our gym.”

Asking for a Review via Text Message

Did you know that 82% of people say they open every text message they receive? Traditional email has an average response rate closer to 20%.

Imagine what your business could do if your messaging was read consistently by almost your entire audience.

Companies can now use automated text messages to expand their influence directly to their audiences’ mobile devices. Businesses can send out customized review requests within hours or minutes of a customer interaction. This is not only timely messaging, but it helps your brand stay top of mind while the customer replies.

Text messages all but ensure that someone will see your review request pop up on their phone.

Asking for a Review via Promoter Campaign

Promoter campaigns are a hybrid between email review requests and customer experience surveys.

They allow practices to send emails to patients with a one-question survey to rate their visit on a 10-point scale. If they rate their experience as a 9 or 10, they will be prompted to post an online review. This tactic is useful for raising your number of positive reviews.

However, if they choose between 0 and 8, they will be directed to additional survey questions. These follow-up questions can give your organization much-needed insights into your customers’ experiences.

Multi-question surveys offer more control over the kind of feedback you are seeking from respondents. Structured questions can evaluate specific experience criteria, such as staff communication with customers. You can also get feedback from open-ended questions, which can reveal valuable information.

Natural Language Processing engines (NLP), which power platforms like Binary Fountain analyze unstructured comments on surveys and reviews. It breaks them down into different insights and assigns the category and sentiment. Both negative and positive feedback is analyzed to help discover the businesses’ strengths and weaknesses.

Respond to Your Current Reviews

One of the easiest ways you can encourage future reviews is to show your current reviewers that you are listening. Responding to reviews is particularly important in times of crisis, such as COVID-19. The Binary Fountain customer success team suggests responding to all reviews as a best practice. Do this for both positive and negative reviews.

When responding to neutral or negative reviews, choose service recovery as the first priority. Collect some data on service providers and locations. If one stands out as having a lower reputation, start there, track results, and work toward improving sentiment.

When it comes to choosing review sites, start with one review site, such as Google My Business. You can then prioritize additional sites based on your industry and where reviews are coming from.

Prioritize the Customer Experience

Getting quality reviews shouldn’t be the focus of only marketing and brand management teams. It should be an organizational priority from the “front of house” to your c-suite executives. Your organization should prioritize the customer experience as a KPI for the health of your business.

How people talk about your business online is how others will perceive your business. Remember, when it comes to online reviews, perception is reality.

Want to learn more about how Binary Fountain can give your online reputation a boost?

Schedule a Demo

 

To learn more about customer review campaigns, see these related posts:

About the Author

Kayla Zamary
Marketing Manager

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January 21, 2021

Which Site for Doctor Reviews Will You Focus on in 2021?

By: Erik Fessler

When it comes to online reviews, many of our readers fall into one of two groups. Some ask: “Do online reviews really matter?” However, a growing number are beginning to ask: “Which site for doctor reviews should I focus on first?” Each year, we stress the importance of monitoring and supplementing your collection of online…

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site-for-doctor-reviewsWhen it comes to online reviews, many of our readers fall into one of two groups. Some ask: “Do online reviews really matter?” However, a growing number are beginning to ask: “Which site for doctor reviews should I focus on first?”

Each year, we stress the importance of monitoring and supplementing your collection of online reviews. This year, we not only stress the importance of quantity, but also the importance of review recency.

Online reviews help new patients find you, as confirmed by our latest annual Healthcare Consumer Insight & Digital Engagement survey. We found that patients are increasingly using rating and review sites to seek doctors. They did so over twice as frequently in 2020 as they did in 2017.

Meanwhile, consumers are using search engines to find a physician 16% more than in 2017. Reviews increase an online listings’ SEO, adding another level of importance to review collection.

Review benefits go beyond patient discovery. Reviews help convince patients to choose you over other local providers. Our survey found that consumers rely less on recommendations from friends and family (-25%) than they did one year previous. In fact, reviews were more important than personal recommendations for respondents under age 23.

Additionally, the recency of online reviews is of greater importance due to COVID-19. Sixty percent of our survey respondents reported changes in their outlook of patient reviews following the outbreak. Nearly one-third say patient reviews were more important to them following the start of the crisis.

For these reasons, we’ve created a list of review sites to guide your focus for 2021. Be sure to focus on at least one of these sites this year. The more you can focus on, the better.

Top Non-Healthcare-Focused Review Sites

Many healthcare consumers are still looking at non-physician focused review sites to find doctors for their health problems. Therefore, the top site for doctor reviews that you need to focus on may not be a doctor review site.

Google My Business

Google is the top by-volume search site on the internet. No other website has the consumer traffic Google has achieved. Claiming and optimizing your Googe My Business (GMB) listing is critical to both appearing in local searches and collecting reviews.

In addition to collecting reviews, your GMB listing also helps you control your practice’s appearance in no-click search results. Additionally, your GMB profile gives you the ability to claim and complete your Maps listings. According to Google, almost 70% of users view businesses with complete listings as more reputable, approachable, and well-established. As a result, completing and optimizing your GMB listings should be a top priority for your practice.

A well-trafficked review section is a critical part of a complete listing, in addition to accurate hours and Maps listings. Luckily, getting reviews on Google is easier than other review sites because of its focus on making the user experience easy.

Reviewers are identified through their Google accounts. Google Reviews ask these users to do three things:

  • Rate their experience out of five stars
  • Share a detailed free-response description of their experience
  • Post a picture, if appropriate

Systems with multiple locations should collect reviews and post pictures of individual locations on each of their local listings. This gives patients an idea of what to expect at each of your unique locations. It also helps to make each location easy to find.

Systems of all sizes can take their listings to the next level by optimizing their profile with search specific SEO terms. This helps your listings to catch patients at the top of most SEO journeys.

Facebook

If Google is the king of search engines, then Facebook is the king of social media. Facebook allows people to publicly review your locations and providers. In addition, its algorithm will also highlight comments and reviews left by a user’s connections on the network. Therefore, you must claim and optimize your practice’s Facebook Business listing if you have not already.

Facebook is unique among review sites in that it simply asks reviewers if they recommend a business or not. It then asks reviewers to share what they recommend about the business. Recommendations must be a minimum of 25 characters long.

Proper review management is critical on Facebook to ensure that users are seeing positive experiences highlighted among their connections. Be sure to thank your reviewers for their feedback on the platform. Social media is all about relationship building, so be sure this is reflected in your review management strategy.

Yellow Pages

Many are surprised at how popular the Yellow Pages online listings platform is for healthcare organizations. However, some of our clients at Binary Fountain report a great deal of traffic from the site.

The Yellow Pages is focused on local service providers, which is great for promoting in-personal medical appointments and procedures. Ensure your listings are accurate on this site to take advantage of local search traffic and reviews. Reviews on the Yellow Pages are structured similarly to Google reviews. Reviewers are asked to leave an overall star rating, along with a free-text experience description and optional photo. Reviews are also given the option to give providers star ratings in expertise, facility, and professionalism.

Top Sites for Doctor Reviews

Patients are continuing to embrace healthcare review sites, making almost any healthcare review site an important site for doctor reviews. Of course, it can be hard to decide which site for doctor reviews to focus on first. Below is our list of our suggestions for doctor review sites.

Doctor.com

Doctor.com allows providers to list and integrate their online scheduling and telemedicine capabilities on a single platform. The platform helps leading hospitals power their physician directories, manage their online reputation, and improve the overall patient experience. As a result, it’s a particularly critical site for large hospitals and health systems to monitor.

Additionally, it’s a powerful tool for patients, allowing them to search for healthcare providers based on location, specialty, and insurance. It allows them to view both overall ratings and HIPAA compliant reviews for real, verified patients of providers.

Patients are asked to give doctors ratings in the following patient satisfaction categories:

  • Overall
  • Willingness to spend time with patients
  • Listening Skills
  • Clear Explanations
  • Trust in Decision Making
  • Accuracy of Diagnosis
  • Post-visit follow-up

Patients can also rate the office and staff based on the following:

  • Ease of getting an appointment
  • Appearance and atmosphere of the office
  • Courtesy of practice staff
  • Handling of billing matters
  • Wait time

HealthGrades

With over 9 million physician reviews on its site, Healthgrades is another crucial directory for physicians. Healthgrades uses trusted data from the federal government’s National Provider Identifier (NPI) Registry to create profiles for physicians.

Profile information includes:

  • Location
  • Accepted insurance
  • Education and credentials
  • Services provided, including specialties
  • Communication methods, including text, email, online patient portal, and telehealth visits

Patients can leave ratings and a 1,000-character maximum comment under their own names or anonymously. However, they must leave an email address and verify they or a family member received treatment for the doctor being reviewed. Reviewers are also asked to leave optional patient feedback on any of the following factors:

  • Physician attentiveness & responses to patient questions
  • The office environment
  • Wait times
  • Trust in the provider’s decisions
  • Explanation of conditions
  • Staff Friendliness (Bedside Manner)
  • Appointment scheduling process
  • If the appointment felt rushed or not

Healthgrades also gives providers the opportunity to send patients emails and physical postcards requesting reviews. This is an excellent opportunity to boost your review count on the site and should certainly be utilized.

Vitals

Similar to Healthgrades, Vitals has over 9 million reviews on its site. It also compiles basic public information about healthcare professionals. It searches medical boards from all 50 states, federal websites, hospitals, doctors, surveys, business alliances, and third-party affiliates.

Vitals listings are centered around displaying information such as:

  • Specialties
  • Awards
  • Hospital Affiliations

Patients can leave providers star ratings as well as additional comments. All reviews must also agree to their terms of use, including that they received treatment from this provider.

Reviews left on Vitals by patients create a valuable space for understanding the patient experience. You can start responding to your reviews today by simply claiming your profile.

Rate MDs

Rate MDs is an intuitive site with 2.6 million provider ratings. This is another site that pulls information from National Provider Identifier Registry. Physicians can easily update their listing by simply claiming their profile.

Patients can leave reviews for both healthcare facilities as well as individual doctors on Rate MDs. All reviews on the site are published anonymously.

Doctor reviews are based on four categories:

  • Staff
  • Helpfulness
  • Punctuality
  • Knowledge

Healthcare business reviews are based on:

  • Cleanliness
  • Value
  • Services
  • Facilities

All categories can be rated on a scale from terrible to excellent and allow for comments up to 50 characters.

CareDash

CareDash is unique among review sites in several ways. One of the most notable is its requirement for all reviewers to attach their names to their reviews, preventing anonymous reviews. In addition, all reviews are reviewed by a member of the CareDash team for guideline compliance before posting. Non-compliant reviews are sent back to the reviewer, who can amend and re-submit.

This process is meant to add value to CareDash reviews. Unfortunately, it leaves physicians with minimal leeway to remove reviews through appeal. As a result, responding to negative reviews is critical on CareDash.

One final way that CareDash profiles are unique is their use of Patient Experience scores. These scores use feedback from across the internet to calculate numerical scores for a provider’s reputation across key patient experience categories. Be careful not to overlook this unique site for doctor reviews.

U.S. News & World Report

Another site that uses Patient Experience scores is the U.S. News & World Report Doctor Finder directory.

The site doesn’t collect or analyze patient reviews or ratings directly. Instead, reviews are aggregated from other online sites to create scores. Maintaining your volume of recent positive reviews is essential to maintaining high provider Patient Experience scores for your physicians.

Effective review management on the sites above will result in excellent Patient Experience scores on this site. It’s a visual demonstration of how review collection has a positive effect on your overall online reputation.

Want to learn more about how Binary Fountain can improve your online reputation?
Schedule a Demo

 

For more on online reviews and review management, browse these related posts:

About the Author

Erik Fessler
Marketing Coordinator

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January 15, 2021

Onboarding Physicians to Reputation Management

By: Kayla Zamary

Onboarding Physicians to reputation management is becoming increasingly important for healthcare providers. One in three healthcare consumers says online ratings and review sites have influenced their decision when selecting a physician. Employees at all levels of the organization are learning that a commitment to excellence in patient experience is key. They are also learning how excellence…

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onboarding physiciansOnboarding Physicians to reputation management is becoming increasingly important for healthcare providers. One in three healthcare consumers says online ratings and review sites have influenced their decision when selecting a physician.

Employees at all levels of the organization are learning that a commitment to excellence in patient experience is key. They are also learning how excellence in patient experience is reflected in positive reviews.

In this post, we’ll look at the physician onboarding process at Spartanburg Regional Healthcare System in Spartanburg, South Carolina. Then, we will highlight what the organization is doing to gain provider buy-in. As a result, you will see how your practice can use effective onboarding to master reputation management.

The Basics of the Reputation Management Training Process in Physician Onboarding

At Spartanburg Regional, reputation management training starts on the physician’s start date, alongside other typical first day presentations. The system’s marketing VP reviews the patient experience feedback and presents the service recovery process.

Physicians review the hospital’s complaints and grievances policies and procedures. Then, Spartanburg introduces Binary Fountain’s software and how it works for the group. For example, Spartanburg demonstrates how every patient is asked to complete a post-appointment survey.

Integrating reputation management into your physician onboarding is critical to its success. Reputation management cannot succeed without buy-in from physicians. As a result, you must show your physicians how the process works and demonstrate positive results. This can be a powerful way of convincing providers that the process is both fair and effective.

Physicians can take ownership of their online reputation. Educate them on the online reputation management program and what they can do to help with their own reputation. Additionally, be sure to include reputation management in your organizational onboarding plan.

How Negative Reviews Are Handled

New physicians are educated on how practice managers review surveys and pass on negative reviews to the marketing department. Spartanburg also shows physicians how they will have a chance to work with any complaining patient. The organization hammers home the importance of positive patient experiences during physician onboarding.

Spartanburg’s intense focus on addressing patient complaints isn’t meant to scare new physicians. Instead, Spartanburg explains that survey information empowers the physician to turn negative experiences into more positive ones.

Spartanburg handles unresolved negative reviews promptly as grievances. Therefore, physicians quickly learn about any related to them from management. They also receive guidance on how to work with the patient to turn the experience around.

Responding to negative feedback with action instead of apology alone is crucial. Adverse online reviews can potentially torpedo the reputation of a healthcare organization or a provider – and negatively impact revenue.

Showing patients that you are willing to accept their feedback is an essential element of a positive patient experience. As a result, it can in turn lead to more long-term patient relationships.

How Physicians Are Taught to React if They Encounter a Negative Review

Spartanburg Regional instructs all physicians and other practice staffers to alert the marketing department of any negative reviews discovered on social media. The institution instructs doctors not to respond directly on their own.

Taking control of the review response process is important, especially if some of your physicians are wary of online reviews. Physicians may doubt a review’s validity or disagree with its feedback. Additionally, other physicians simply want bad reviews to “go away” by any means necessary.

Unfortunately, defensive and poorly planned responses can do great damage to reputations. Improper responses reflect poorly on physicians and organizations, even when directed at unreasonable complaints. They may even result in carelessly posted PMI, a serious HIPAA violation.

The Typical Physician Response to Reputation Management Training

Spartanburg has found that “most everyone” responds positively. New staff leaves their physician onboarding understanding how important this is. Many of the health system’s physicians come directly from residency, meaning that they’re familiar with reputation management.

Institutions introducing reputation management to more seasoned physicians can create a positive reception with data. Simply put, let the analytics do the talking.

Physicians are often naturally competitive. Their profession trains them to rely on empirical evidence, to trust data and outcomes. As a result, giving physicians a clear perspective on patient experience data – insight that clearly affects their practices – can grab their attention.

The Follow Up to Physician Onboarding

Spartanburg Regional ensures that its reputation management leaders visit practices and take time to talk with physicians about these initiatives. But these leaders do not treat the interaction as a dull lecture. Instead, they use the time to celebrate good reviews and improved results together.

Use data to engage physicians and congratulate them on their progress. This helps encourage them to embrace the value of online reviews and surveys. You will remind them how they can use the results to improve their online presence. Additionally, they will gain insights into where they can improve the patient experience.

When providers embrace reputation management and patient engagement, patients and potential patients take notice. It shows in the number of reviews, in new patient volume, and ultimately in corporate revenue.

Want to learn more about how Binary Fountain can improve your online reputation?

Schedule a Demo

 

To learn more about reputation management, browse these resources:
[Whitepaper] Improving the Patient Experience: A 360-Degree Review of All Patient Touchpoints
[E-book] Online Reputation Management ROI: Knowing Costs and Maximizing Returns for your ORM Program
[Blog] Reputation Management KPIs: Tracking Key Metrics of Your Online Presence
[Case Study] How Baptist Health Increased Review Volume by 320% in 6 Months
[Blog] How to Respond to Reviews During a Crisis Like COVID-19

About the Author

Kayla Zamary
Marketing Manager

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January 05, 2021

How COVID-19 Has Changed the Apartment Rental Industry

By: Scarlet Baker

At the start of 2020, everything was going as usual. Renters had little to worry about. But then, everything changed with COVID-19. Millions were left jobless, and it was not their fault. Renters with little savings, working hard to make ends meet, were all of a sudden left with no income. Many people were on…

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covid-19-apartment-rentalAt the start of 2020, everything was going as usual. Renters had little to worry about. But then, everything changed with COVID-19.

Millions were left jobless, and it was not their fault. Renters with little savings, working hard to make ends meet, were all of a sudden left with no income. Many people were on the verge of facing an eviction.

This is how COVID-19 has changed the apartment rental industry. While conditions appear to have a brighter future ahead, right now it is very difficult for many, including those who are searching for apartments.

Apartment Hunting During COVID-19

The biggest way the coronavirus has changed the apartment rental industry is apartment hunting. While many renters could be facing evictions, government intervention has prevented some of that from happening. Apartment hunting during COVID-19 has become more online-based during the pandemic. People can go online to read reviews about some apartment complexes. These reviews are found on Google and other websites that provide reviews for apartments and multifamily properties. While apartment hunting during coronavirus has changed the industry, resident satisfaction is still measured.

The Eviction Crisis

In 2020, many people have faced or are still facing potential eviction. While government policies have prevented some people from being evicted, this issue is still on the horizon. This can impact some customers’ experiences. If someone is unfortunately evicted, they will not leave a good resident review.

On the other hand, apartment hunting during COVID-19 is also impacted by potential evictions. Even though people will always need a place to live, moving back with friends or parents is a better choice for some. An eviction is very possible, although people searching for apartments in 2020 do understand that. Still, resident satisfaction is very important, regardless of the possibilities.

Resident Satisfaction

While searching for apartments during COVID-19, reading resident satisfaction reviews is crucial. Customer experiences are important, and seeing how the coronavirus has changed the apartment rental industry, businesses have to focus on creating a good experience. Customer experience is a great marketing tool.

Interactions with your brand are important, whether it be a property management firm or anything else. Customers look at the satisfaction of others more than ever. Doing apartment hunting during COVID-19 will involve reading about the experience of other residents, and determining if the apartment is right for them.

Customer Experience and Digital Marketing

Creating a good experience for residents is necessary, with or without a pandemic. It will attract more potential residents, and satisfy the current ones. Real estate companies, as well as other housing service companies, should have updated and optimized websites. These websites should have the option for tenant experience reviews to be posted.

One of the ways how COVID-19 has changed the apartment rental industry is customer experience. The experience of a customer does not start when they move in. It starts from the moment they click on your website or Google listing. If a website is easy to access, navigate, and visually sound, visitors will like it more. Next, we will go over ways to ensure that the site is optimized for customer experience.

Optimizing Your Site

As said before, one way how COVID-19 has changed the apartment rental industry is the emphasis on customer experience. Any website should have a section on customer experience. Adding this section will show the reviews to other visitors, and if they are good reviews, the bounce rate could reduce.

When your site is searched up on Google, there should also be a section with Google Reviews. Google Reviews are frequently used by residents to add reviews and ratings of businesses. Satisfied customers will leave good reviews, and poor reviews can still be resolved. This is a crucial feature to monitor and engage renters.

Search Engine Optimization

Search engine optimization, or SEO, is another great way to improve customer experience. As said before, customer experience begins from the moment a customer arrives at your site.

Search engine optimization can improve the ranking of the site on a search results page. The higher it is, the more likely new visitors arrive. These visitors can then have the same great experience as others, and can become potential residents.

The Future of the Apartment Rental Industry

While the coronavirus won’t be going away for at least a few months, neither will the apartment rental industry. Regardless of economic circumstances, a good landlord will be liked by their tenants. The same goes for the rental industry.

The leading property management firms focus on high-quality services for customers. While one of the ways COVID-19 has changed the apartment rental industry is customer experience, other factors still apply. The landlord-tenant relationship can create a solid foundation for the future of the industry.

Frequently Asked Renter Questions:

  • What is the cheapest month to move into an apartment?
  • What are the average rent prices near me?
  • Does rent go down during a crisis?
  • Are evictions given prior notice?

The Importance of Experiences

One of the ways how COVID-19 has changed the apartment rental industry is experiences. Good experiences and bad experiences can both be found out there.

Websites now have to provide more information before potential tenants can decide on an apartment. Some of this information relates to customer experience and resident satisfaction. If residents are happy, then they could leave positive reviews about their experience. This way, others know that the property manager they are dealing with is a good one.

Times have become difficult, and people need to rely on each other for things such as resident experience reviews. Real estate companies should adopt digital marketing strategies and tie them in with customer experience, to get the most out of their websites and online listings. Overall, this can attract new residents, and increase the rating of the real estate company and its properties.

 

Browse these resources for more on apartment rental marketing during COVID-19:

About the Author

Scarlet Baker

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December 21, 2020

Binary Fountain’s Top 10 Blog Posts of 2020

By: Kieran McQuilkin

The year that lasted a decade is finally coming to a close. Though it was challenging for any marketer or customer experience team, 2020 did give us time to do some blog reading at home. More readers than any previous year visited the Binary Fountain blog in 2020 to grab some industry advice, a few stats or a trend to watch. We…

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top-blog-2020The year that lasted a decade is finally coming to a close. Though it was challenging for any marketer or customer experience team, 2020 did give us time to do some blog reading at home.

More readers than any previous year visited the Binary Fountain blog in 2020 to grab some industry advice, a few stats or a trend to watch. We strived to give companies the timely information they need through our blog to make fast, data-based decisions that drive their enterprises forward.

In 2020, multi-location businesses wanted to know how to navigate the many avenues of online reputation building, with an increased focus on listings management and social media channels.

Google’s new features also grabbed the attention of our blog readers, along with monthly roundups of coronavirus search trends. If you want to know what tech-savvy marketers and managers were reading this year, look no further than our roundup of 2020’s most popular articles.

Here are Binary Fountain’s most-read blog posts from 2020:

1. Reputation Management KPIs: Tracking Key Metrics of Your Online Presence

Read Here

Correctly choosing and measuring KPIs is critical to determining your reputation management program’s return on investment. Ignoring vanity metrics will help you build a strong online brand. Focusing on metrics like review quality and consumer advocacy will help attract new customers and retain the ones you currently have.

This blog post breaks down some of the most important online reputation management KPIs and how to measure the success of your program.

2. The Impact of Telemedicine on Patient Experience

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As telemedicine takes center stage, healthcare organizations need to understand its quantitative impact on patient experience. How will the rise of telehealth visits impact the patient journey for healthcare consumers and caregivers?

In this article, we cover the top factors influencing the perception of telemedicine, the main patient experience benefits of virtual care, and the impact of telemedicine on care quality.

3. Top Healthcare Marketing Newsletters and Blogs for Busy Medical Professionals

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Though the medical marketing industry constantly changes – whether it’s Google algorithms, Facebook ad policies or video tools – the information is out there. To keep your content and campaigns on point, and sent through the right channels, you need the latest scoops in the healthcare market.

This list includes 15 healthcare marketing newsletters and blogs that every medical marketer should read.

4. How Do I Add a COVID-19 Testing Center to Google Listings?

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Through a partnership with Castlight, Google is displaying information for 2,000-plus COVID-19 testing centers across most of the U.S. When added, the test site label appears on your business profile and on both Search and Maps results.

In this post, we show you how to add COVID-19 testing center information to your Google business profiles.

5. How Patients Find Out About a Doctor’s Reputation Online

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Most patients today look up your hospital or physician practice online before scheduling an appointment. Consumers want access to convenient, quality care and are willing to do their own research to find it. How much would it help to fully understand how patients are finding physicians through an online search?

In this article, we cover all the ways patients find out about a doctor’s reputation online and prepare you to improve those reputations.

6. Achieving the Quadruple Aim: Employee Satisfaction in Healthcare

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As the healthcare industry evolves, the focus is shifting to a pursuit of the Quadruple Aim of Healthcare. To achieve it, organizations must understand the growing correlation between low staff engagement and lower patient satisfaction, poor outcomes, and increased costs.

In this post, we explore how employee feedback and provider experience data help healthcare organizations and managed care companies meet their business objectives.

7. How to Add a COVID-19 Google Post to Your Google My Business Listing

Read Here

Google made it easier for businesses to publish coronavirus-specific information on listings by adding a COVID-19 Google Post option. The posts, made available in March, appear more prominently on your business page, allowing customers to more easily understand the current status of your business and how you operate during this time.

This 2020 blog post shows you how to create COVID-19 Google Posts that will appear on the post carousel and “Updates” tab on Google My Business profiles.

8. 4 Use Cases for Natural Language Processing in Healthcare

Read Here

As the digitization of healthcare continues, marketers and patient experience professionals are making better use of unstructured feedback data through Natural Language Processing (NLP). Leveraged properly, NLP enables providers to automate administrative workflows, invest more time in care and improve patient experience using real-time data.

In this article, we cover four beneficial uses of NLP for healthcare companies, including benchmarking patient experience, review management, sentiment analysis and predictive analytics.

9. Covid-19 Communications: How Property Managers Can Connect with Tenants

Read Here

The continuing spread of COVID-19 makes accurate and timely tenant communications more valuable than ever. To mitigate damage to your communities’ online reputation, multifamily marketers and communications teams need accurate, consistent messaging across all digital platforms.

In this article, we offer tips on how property management companies can communicate with residents during the coronavirus pandemic.

10. Checklist for Managing Your Online Reputation During the COVID-19 Crisis

Read Here

Especially concerning coronavirus, it’s more important than ever for healthcare brands to be sources of truth for concerned customers. The quicker you respond to problems under your control, the better positioned you will be to contain this crisis.

This post includes five steps you can take to manage and protect your online reputation during this health emergency.

 

Click here to browse a full list of Binary Fountain blog posts from 2020. 

About the Author

Kieran McQuilkin
Content Marketing Specialist

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December 17, 2020

[Webinar Recap] Tips for 2021: 3 Key Opportunities for Healthcare Brand Management

By: Kieran McQuilkin

The pandemic has bent and reshaped the patient journey this year, leaving healthcare marketers with questions about key opportunities for 2021. How robust will your organization’s brand be next year? What changed? And how will you measure your evolving online reputation? In this webinar, Jarrard Inc.’s Reed Smith joins Binary Fountain to answer those questions…

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webinar-tips-2021-healthcare-brand-managementThe pandemic has bent and reshaped the patient journey this year, leaving healthcare marketers with questions about key opportunities for 2021.

How robust will your organization’s brand be next year? What changed? And how will you measure your evolving online reputation?

In this webinar, Jarrard Inc.’s Reed Smith joins Binary Fountain to answer those questions and demystify healthcare brand management heading into 2021.

With data from healthcare systems and consumers as a guide, we discuss lessons learned from COVID-19, which marketing KPIs to watch next year, and quick tips for capitalizing on reputation management initiatives.

This webinar offers expert insight into how three crucial touchpoints of the patient journey are changing and how your brand can respond heading into the new year.

Watch Now

 

Here are some key takeaways from the webinar:

Healthcare Listings Management & Local Search

It’s paramount that consumers find the right information when they search for local care, Smith says. Simply finding, claiming and correcting your Google My Business profile and other listings goes a long way.

For GMB and other directories, functionality has changed due to COVID-19, including the creation of links for virtual care and coronavirus information. Keep up with those changes and how they’re evolving in 2021, and as always, fill your listings with pictures, updated hours and all appropriate links.

Health insurance information is becoming more important to searchers, and Google is adding that information to healthcare providers’ GMB profiles automatically. Make sure to monitor them.

Healthcare brand management professionals should also be tracking search trends on Google, to know what consumers are searching for and asking. Binary Fountain publishes monthly blog posts with keyword trends related to the coronavirus.

Using Reviews & Surveys for Brand Management

The recency of ratings and reviews will prove essential as consumers start returning to providers. Leverage review responses to publish information about your locations and services over the winter. Not only is it a best practice to respond to each review, but also, it’s an easy way to display info for subsequent searchers.

Google Reviews shut down for two months last spring, and Yelp more closely scrutinized reviews early in the pandemic. These changes could happen again, so your healthcare brand management plan should include generating reviews on other platforms, including Facebook, Healthgrades and Zocdoc.

Furthermore, healthcare communicators should stay apprised of their employer brand. Smith says that when Google Reviews were suspended, Jarrard Inc.’s clients had a higher percentage of employee reviews on Indeed than consumer reviews on other sites. Glassdoor, Indeed and other employer-based review sources mean a lot in the healthcare industry, where recruiters face job-seeker shortages in nursing and other roles.

Telemedicine & Virtual Care

Early this year, Smith said, not many people had tried telemedicine. Many were forced into this model as the only available option, and “lo and behold – they loved it.” He expects a lot of those new virtual care patients to stick with telemedicine as their preferred way to interact with care providers.

In many ways, you can use the same mechanisms and media to communicate about telehealth options as you do with other marketing initiatives. Smith reminds us to talk about the benefits and the outcome, not the product. Most people conceptually understand virtual care, so tell patients how it works, how easy it is, and the central benefits.

Healthcare organizations should also be specific about telemedicine use cases in promotional materials. You’ll have an opportunity to promote virtual services through flu and cold season, and continuing into the spring with allergies. These efforts can take some stress off the emergency room and other places that could be more efficient serving other patients.

Email and text campaigns are especially convenient marketing tools for telemedicine promotion, Smith says. Additionally, Google Posts (and new COVID-19 Google Posts) are a free and effective way to get new telemedicine information listed near the top of your Google My Business profile.

After the appointment, healthcare organizations should begin including telemedicine-specific questions on surveys. As a relatively new service offering for many healthcare organizations, you want to capture as much specific feedback data as you can to improve the virtual patient experience.

Watch Now

 

Check out more episodes of our Tips for 21 webinar series:

About the Author

Kieran McQuilkin
Content Marketing Specialist

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December 16, 2020

Tracking Coronavirus Search Trends on Google – December 2020

By: Hannah Borchik

The COVID-19 vaccine has started to ship, but the coronavirus continues to spread across much of the U.S. Consumer behavior is continually changing in response, as uncertainty remains high and patients weigh their health and safety options on all fronts. To understand patients’ current needs, healthcare marketers are looking to Google Search in December for guidance. Search trends give us a real-time view of consumer sentiment and frequent questions that…

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coronavirus-search-trends-decemberThe COVID-19 vaccine has started to ship, but the coronavirus continues to spread across much of the U.S. Consumer behavior is continually changing in response, as uncertainty remains high and patients weigh their health and safety options on all fronts.

To understand patients’ current needs, healthcare marketers are looking to Google Search in December for guidance.

Search trends give us a real-time view of consumer sentiment and frequent questions that must be answered by health authorities. Healthcare consumers, specifically, are grappling with changing hours, medical facility policies, telemedicine services, and now, vaccine considerations.

Using Google Search as a guide, marketers can address common concerns on their local listings, website, brand communications and social media pages.

In this article, we break down real-time search data on Google to understand what types of information healthcare consumers are looking for. Here are coronavirus search trends that digital marketers should monitor in December.

Coronavirus Search Trends for Healthcare Organizations

COVID-19 continues to arise frequently in search queries and business listings, concerning regulations, local precautions and vaccine information.

Here are some notable December trends on Google Search, based on data from our healthcare partners:

According to Binary Fountain client data, total searches for healthcare organizations haven’t yet returned to pre-pandemic levels, but are rising. There are now only about 1.75% fewer monthly searches for healthcare clients than in February.

Clicks on healthcare companies’ Google My Business (GMB) profiles rebounded more rapidly, however, now up 19% from late-February click volume. Meanwhile, clicks to phone calls have increased by 5% from pre-outbreak levels. Weekly clicks on GMB profiles for driving directions are down about 16% since Feb. 24, but climbing toward average levels.

Especially as COVID-19 vaccines become available, healthcare marketers need to prioritize updating local listings with phone numbers, URLs, hours and contact information for each facility.

Google Searches for Coronavirus in December

To survey the coronavirus search landscape in December, Google Trends has daily updates for the top related keywords and queries broken down by category and geography.

Global search volume for vaccine information reached an all-time high last month and continues to grow. Here are search queries related to vaccines that have spiked this week:

  • COVID-19 vaccine reactions – up 2,450%
  • How many people have had the Covid vaccine? – up 1,750%
  • COVID-19 vaccine side effects list CDC – up 400%

The trending coronavirus questions on Google currently relate to vaccines, symptoms and spreading the virus. The past week’s highest-searched COVID-19 questions were:

  1. Can dogs transmit coronavirus?
  2. Is vomiting a symptom of coronavirus?
  3. Where did coronavirus come from?
  4. Can you get the coronavirus twice?
  5. Is influenza a coronavirus?

Google is also keeping track of where people are searching for COVID-19 testing information in real time. This geographical indicator can help predict when local consumers will need authoritative information from providers about tests, treatments or vaccines.

Follow these instructions to get your coronavirus testing site listed on Google Search. And keep an eye out for similar features related to vaccine availability. Google also recently added a new feature tracking real-time searches related to different symptoms, which you can find here.

The shorthand “covid” and “corona” continue to appear frequently, so they should join your keyword lists for any social listening initiatives.

Location-based news and information about COVID-19 risks, meanwhile, remain high in demand from searchers. As local authorities on the topic, healthcare brands need to include location-specific keywords in marketing content, business listings, review responses and social media.

Other COVID-19 Google Trends

Most searches regarding COVID-19 concern health guidelines and news of its spread. But other search trends offer healthcare organizations insights that can further weigh into a patient’s decision to seek medical care.

You should be prepared for questions that arise as new updates reach consumers. For example, searches for “new coronavirus strain” increased by 750% this week, and searches for “can dogs get coronavirus” nearly doubled.

Meanwhile, face masks remain highly relevant to U.S. searchers as states reinvigorate and reconsider lockdown plans. Be on the lookout for search terms including “mask mandate” and “mask policy,” which have spiked in recent weeks. And make good use of related Google My Business attributes, like “staff wear masks” and “masks” required.

Employment and economic uncertainty also remain top of mind for searchers. We see continued high search volume for unemployment benefits and topics like “coronavirus relief package” and “stimulus bill.”

Search Trends for Helping Healthcare Providers

Not all coronavirus search trends in December are negative. Digital marketers can engage the many people looking to support local healthcare organizations during the pandemic.

Brands should answer their questions – on Google My Business, local landing pages and social media – about supporting local providers. Google recommends the following methods of using its platform to help consumers and support healthcare workers:

  • Let people know that solutions are available whenever, wherever.
  • Assess when people need you most, whether through your own first-party data or Google Trends.
  • Frequently update or publish content that informs, entertains, connects and promotes wellness.
  • Consider who the heroes are among your employees or your local community.

For more on managing your business listings and brand reputation during the pandemic, visit our COVID-19 Resources Page or browse these resources:

About the Author

Hannah Borchik
Account Director

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December 14, 2020

Binary Fountain’s Most Popular E-Books and Infographics of 2020

By: Kieran McQuilkin

For some crucial reputation management topics, a blog post just doesn’t do it – but an e-book does. When Binary Fountain’s clients needed in-depth looks at customer experience trends in 2020, they looked to our e-books, infographics and case studies. This year’s long-form resources ran the gamut of marketing and customer experience topics, from Google My Business and local listings to social media…

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binary-fountain-ebooks-2020For some crucial reputation management topics, a blog post just doesn’t do it – but an e-book does. When Binary Fountain’s clients needed in-depth looks at customer experience trends in 2020, they looked to our e-books, infographics and case studies.

This year’s long-form resources ran the gamut of marketing and customer experience topics, from Google My Business and local listings to social media and first-party surveys. We also published several worksheets, guides and infographics about COVID-19 and its continued impact on marketers.

If you have some time to spare over the holidays – and want a professional edge heading into the new year – browse through our most popular 2020 resources. There’s something for everyone!

Here are Binary Fountain’s top e-books, infographics and case studies from 2020.

1. [E-book] 2020 Healthcare Consumer Insight & Digital Engagement Survey

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Healthcare consumers are sharing more information than ever about their experiences with providers and all aspects of the patient journey. As the digital customer experience changes – from search to scheduling to surveys – healthcare professionals must understand consumers’ preferences at each step along the way.

For the fourth consecutive year, we asked consumers about their healthcare experiences to bring you our 2020 Healthcare Consumer Insight & Digital Engagement survey. In this e-book, you’ll discover current consumer behaviors shaping today’s healthcare industry and analysis to fuel your strategies for years to come.

You will learn:

  • Where patients find healthcare information online and what matters in their decision-making process.
  • Where patients leave feedback about providers and how reviews and ratings are influencing consumers.
  • How search engines, social media and healthcare-specific review sites are impacting your brand reputation.

 

2. [Case Study] Willis-Knighton Text Messaging Campaign Boosts Immunization Awareness During COVID-19

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As COVID-19 progressed, Willis-Knighton Health System’s pediatric parents were not keeping their children’s wellness visits and falling behind on immunizations. The organization engaged Binary Fountain’s Messaging platform to send TCPA-compliant messages to remind parents/guardians of immunizations and invite them to make appointments.

After just a 10-minute campaign setup, the text message was successfully sent to the phones of more than 45,000 parents or guardians. With the support of text messaging campaigns, online appointment requests increased 66% in May, 101% in June, and 93% in July.

In this case study, you will learn how Willis-Knighton created its campaigns, crafted effective messaging, and boosted patient engagement.

 

3. [Infographic] The Patient’s Digital Journey Map

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There are five main steps throughout the digital patient journey – each an opportunity to deliver an exceptional patient experience.

In this infographic, we dive into the crucial touchpoints along the modern healthcare consumer’s path to care. You’ll find insights and data from real-world healthcare reputation management initiatives, along with stats from our 2020 Healthcare Consumer Insight & Digital Engagement survey.

You will learn how leading health organizations are optimizing these major customer experience touchpoints: finding a doctor, making care decisions, booking appointments, evaluating patient experience, and reviews and surveys.

 

4. [E-book] Online Reputation Management ROI: Knowing Costs and Maximizing Returns for your ORM Program

Read Now

The ability to prove return on investment is mission-critical for any healthcare organization’s reputation management program. Marketers must focus on areas with the greatest potential for measurable business outcomes, including an increase in patient base and gains in service-line revenue.

In this e-book, you will find proven ORM budgeting and resource-allocation strategies that save on staff resources and costs. We cover ways to capture organizational buy-in with insights into what various stakeholders are looking to gain from your ORM program.

You will learn:

  • How to budget across your online presence, patient experience and feedback management initiatives.
  • Ways to measure key online reputation metrics across reviews, surveys, search rankings and conversions.
  • How the quantitative impact of ORM investments aligns with high-level business metrics.

 

5. [E-book] How COVID-19 is Shifting Priorities for Healthcare Marketers

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Healthcare marketers reprioritized and reallocated resources in 2020 as COVID-19 impacted staffing and crisis communications took center stage. How did marketing leaders respond and refocus their strategies in this fast-changing digital healthcare landscape?

To find out, we surveyed more than 300 healthcare marketing professionals across the U.S. This e-book includes key findings from our survey about how the industry’s top marketers are reshaping plans and communicating with patients.

You will learn:

  • How top healthcare marketers are reprioritizing projects and budgets during COVID-19.
  • Where the industry is shifting marketing dollars, reallocating staff and cutting costs.
  • Ways marketers are successfully communicating with patients and their communities online.

 

6. [Case Study] How Baptist Health Increased Review Volume by 320% in 6 Months

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Baptist Health South Florida’s marketing team was spending too much budget on digital ads with little impact on urgent care facilities, which had historically low ratings on review sites. To improve star ratings and search rankings, it needed to capture more reviews across its locations, respond to those reviews, and provide quicker service recovery.

The healthcare organization launched SMS text campaigns asking for reviews across its urgent care locations, using Binary Fountain’s Mobile Testimonials solution. In six months, the text messaging campaigns delivered a 322% increase in online reviews across urgent care facilities. Now, more than 90% of locations using Mobile Testimonials now have more than 100 Google reviews.

In this case study, you will learn how Baptist Health used reputation management tools to understand patient feedback at scale, target locations for improvement, and generate reviews.

 

7. [E-book] A Complete Guide to Attracting Reviews for Your Multi-Location Business

Read Now

New customers and repeat sales are cornerstones of success for any brick-and-mortar business. A comprehensive strategy for generating and monitoring online reviews will help your multi-location business achieve those goals.

This e-book offers stats, tips and best practices for your organization to generate a high volume of high-quality reviews. Discover how online reviews inform local customers and serve as a ranking signal for search engines. Plus, find out how to use customer feedback to make brand-wide and location-specific improvements, guide marketing strategies, and measure KPIs.

 You will learn:

  • How to determine which review sites your prospective customers use.
  • Ways to develop multi-channel strategies for requesting reviews and surveys.
  • How to monitor your online reputation and evaluate customer feedback at scale.

 

8. [E-book] Guide to Social Media Marketing for Healthcare

Read Now

Leading healthcare brands are using social media as an effective tool for engagement, communication and marketing. How can your organization balance the need for patient privacy with the brand-building power of an active social presence?

In this e-book, we cover the key elements of a social media strategy that aligns with your values and protects your online reputation, along with real-world examples of healthcare social media in action.

You will learn:

  • Ways to “listen in” on social media platforms, publish quality content and capitalize on the online conversation surrounding your brand.
  • Where patient reviews frequently appear on social media and how to stay HIPAA compliant.
  • How to combine technology, automation and ads to master social media management.

 

9. [Infographic] How the Rise of Telemedicine Will Impact Patient Experience

Read Now

Consumer comfortability with telemedicine is rising as virtual services become a valuable – and often necessary – care option. In fact, 80% of consumers are more likely to select a medical provider who offers telemedicine services over one who does not.

Healthcare organizations need to understand the impact of telemedicine on patient experience to build online visibility for telehealth services and improve the quality of virtual care. In this infographic, we share data about the telemedicine experience that can shape your marketing and patient experience strategies as the technology becomes ubiquitous.

You will learn which patient populations are comfortable with virtual care, what their biggest frustrations and concerns are, and where patients share their telemedicine experiences online.

 

10. [Case Study] Prisma Health Increases Web and Foot Traffic with Provider Transparency Program

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When patient experience leaders at Prisma Health saw how online reviews led the conversation about their organization, they launched a plan to take back control of their digital reputation. The health system used Binary Fountain’s transparency solution to leverage first-party survey data in ways that significantly boosted web traffic and encouraged appointment requests.

In less than 18 months, its CG-CAHPS Rate Provider score increased to the 83rd percentile and its CG-CAHPS MD Communication Domain score increased to the 72nd percentile. Meanwhile, Prisma Health’s appointment requests jumped by 56%, unique page views increase by 17%, and average time on webpages doubled.

In this case study, you will learn how Prisma Health leveraged surveys and review management technology to improve key metrics for both marketing and patient experience.

 

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About the Author

Kieran McQuilkin
Content Marketing Specialist

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