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October 28, 2020

Updated: Google Review Rich Snippet FAQ and 3 Takeaways from Recent Update

By: Hannah Borchik

  This article was updated Oct. 27. As Google review rich snippets start to reappear for some businesses, including healthcare, we are adding responses to FAQs about these updates.   What is a Google review rich snippet? A review snippet is a short excerpt from a review website on Google search results, usually averaging the combined rating from many reviewers. When Google finds reviews or ratings…

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This article was updated Oct. 27. As Google review rich snippets start to reappear for some businesses, including healthcare, we are adding responses to FAQs about these updates.

 

What is a Google review rich snippet?

A review snippet is a short excerpt from a review website on Google search results, usually averaging the combined rating from many reviewers. When Google finds reviews or ratings markup on your webpages, it might show a rich snippet including star ratings and other review summary text.

Review snippets may appear as stars and numerical ratings in rich results or Google Knowledge Panels. You can add markup to your site for nine content categories, but the most important are “Local Business” and “Organization.” Here is an example:

google-rich-snippets-example

Keep in mind that updates to rich snippets do not affect your Google My Business listings – just organic search results. And it may take time for the search engine to trust that your page’s reviews are valid.

Where are my company’s rich snippets on Google search?

Google is constantly monitoring your site’s eligibility for displaying rich snippets.

You won’t be notified about Google review rich snippets appearing on search results, and they are not guaranteed, but you can monitor them. Use this tool to see if your pages support rich results.

Pages using LocalBusiness or any other type of Organization structured data are ineligible for star review feature if the reviews are “self-serving” – meaning you control them manually. Ratings must be sourced directly from users and not from other sites.

After Google has indexed your pages, look for issues using the relevant rich result status report.

How do I get review snippets back on my business listings?

There’s no magic bullet for these features to appear – they are up to Google’s discretion. But here are a few ways to troubleshoot your rich snippets:

  1. Use the correct schema.
  2. Check your structured data.
  3. Troubleshoot through Google resources.

Google recommends that the reviews and ratings you mark up are readily available to users from the marked-up page. It should be immediately obvious that the page has review content.

To keep Google informed of future changes, we recommend that your listings management vendor submits a sitemap. Some platforms can automate this with the Search Console Sitemap API.


From September 2019:

How have review rich snippets changed?

In fall 2019, Google updated its organic search algorithm to significantly limit the schema types that will trigger review rich results in a search.

While goods like movies and books will still show star ratings alongside their Google Reviews, any first-party ratings for businesses and organizations will likely be removed. This is because Google believes there are too many “self-serving” first-party reviews created by businesses to artificially boost their own ratings.

The Google Webmaster further explains, “in the past, an entity like a business or an organization could add review markup about themselves to their home page or another page and often cause a review snippet to show for that page. That markup could have been added directly by the entity or embedded through the use of a third-party widget. We consider this ‘self-serving’ because the entity itself has chosen to add the markup to its own pages, about its own business or organization.”

Although first-party reviews will not be displayed on a company’s organic SERP, third-party review sites like Healthgrades or Apartments.com will continue to be allowed to display star ratings for that business.

What does this mean for my search strategy?

Although businesses and organizations must recognize Google review rich snippet changes and make adjustments, the algorithm updates are not expected to drastically impact your overall search strategy.

Listings and reputation management experts from Binary Fountain have identified a few areas of concern as rich snippets evolve:

Search Visibility – First-party reviews often represent a low-effort way to provide a constant flow of fresh, localized content for each specific business listing. Removing these ratings could diminish this benefit.

Click-Thru Rates (CTR) – The biggest advantage of review rich snippets is the impact on CTR from SERPs. Without the star ratings from rich snippets, companies may see a decline in click-thrus and will have to find other drivers to meet their goals.

Conversion Rates – On-page review content has been shown to increase conversion rates due to increased trust. The absence of the review snippet may negatively impact how a business builds trust online.

What else impacts my Google search results?

1. Content is (Still) King

Content, especially when localized with landmarks and attractions frequently mentioned in reviews, can quickly improve a company’s ranking in organic search results. This benefit remains regardless of Google’s changes to rich snippets.

2. Visibility of Rich Results Doesn’t Change Rankings

Though SERP information about a company may change, that ultimately does not affect where a company is ranking on Google. Businesses must still dedicate time and effort to SEO and high-ranking content to improve search visibility. Likewise, even though first-party ratings may not display, the content helps SEO overall.

3. Conversions are Influenced by Many Review Factors

Businesses are already benefiting from higher conversion rates from customers that see and interact with reviews hosted on third-party widgets. But regardless of whether a review is from a first-party host or third-party host, if the content of the reviews is primarily negative, the conversion rate will still decrease. Ideally, brands will respond to all negative reviews on all platforms to demonstrate their concern for the customer experience and their willingness to improve based on feedback.

Don’t be afraid of Google review rich snippets

While people are often quick to panic once Google announces a sweeping change to their policies, there is no need for alarm with the implementation new updates. Many of the things that companies are already doing, like investing in listings solutions and optimizing content for the web, are things that will continue to work and avoid any pitfalls.

Binary Fountain is committed to monitoring Google updates as they arise to ensure they don’t negatively impact our customers, and we will provide service and support if anything changes for our clients.

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

Schedule a Demo

 

Learn more about optimizing SEO and Google My Business:

About the Author

Hannah Borchik
Account Director

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October 23, 2020

How to Respond to Reviews During a Crisis Like COVID-19

By: Kieran McQuilkin

When a crisis like COVID-19 strikes, the way you respond to reviews can be more important than the review itself. Marketers and reputation management leaders across the U.S. are facing an uptick of negative online reviews, questioning the ways they adjusted operations to manage the health crisis. And according to BrightLocal, 46% of consumers always read responses if they read reviews, up from 29% in 2018. In service…

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When a crisis like COVID-19 strikes, the way you respond to reviews can be more important than the review itself.

Marketers and reputation management leaders across the U.S. are facing an uptick of negative online reviews, questioning the ways they adjusted operations to manage the health crisis. And according to BrightLocal, 46% of consumers always read responses if they read reviews, up from 29% in 2018.

In service industries, therefore, brands must be visibly dedicated to great customer service during a crisis. That means using review responses to ensure future customers see your dedication to protecting their health.

In this post, we explore strategies and templates for responding to reviews during the COVID-19 pandemic and any potential PR crisis.

Responding to Reviews in a Crisis

Responding to negative reviews is difficult in the best of times. These are not the best of times.

But the essential instructions for negative review responses in a crisis remains the same:

  • Address the customer’s problem.
  • Offer a formal apology or explanation.
  • Demonstrate commitment to solving the problem.
  • Offer contact info or outline steps toward solution.

The COVID-19 pandemic is adding volatility to potential public relations crises. In 2020, your review responses require additional considerations:

  1. Empathize pathologically. As Jay Baer said in a recent Binary Fountain webinar, every aspect of a customer’s relationship with your business has changed. Understanding the reviewer’s point of view is key to closing the knowledge gap and gaining the trust of those reading your response.
  2. Be honest. COVID-19 changed things in a hurry, and your business is still figuring out the best ways to adjust. But remember that your review response should explain the problem, not excuse it.
  3. Build an FAQ page. Link to a coronavirus FAQ page in responses to reviews with common concerns to save time for your staff. But don’t forget to personalize it.

In all responses, reassure customers that your business is following guidelines from the CDC, state and local guidelines, and trusted sources. This way, you’re using negative reviews as an opportunity to reaffirm safety measures.

COVID-19 Crisis Review Response Examples

Today’s customers know authenticity when they see it. But especially during a crisis, you should use customizable review response templates for efficient review management.

Brands should prepare for their safety measures to be questioned in negative reviews. These could include wearing a mask, disagreeing with facility policies, not being able to see someone in person, or a different check-in/checkout process.

review-response-crisis-covid-19

Use customer feedback and search trends to anticipate your customers’ top concerns and create response templates. Be prepared to answer these questions, among others:

  • What precautionary measures have you taken to protect customers and employees?
  • Are you revising business or store hours?
  • Have any locations or service lines closed temporarily?
  • Should I email, call, use your website or use a third-party app for scheduling and information?
  • How do you handle cancellation and rescheduling of appointments?

Don’t forget to monitor employee reviews on sites like Glassdoor and Indeed, as well. Understanding their concerns about your COVID-19 adjustments can fuel employee satisfaction improvements.

You can also deploy employee surveys to find and solve problems before they impact your employer brand ratings.

To inspire your own responses, you can check out these templates from Ragan’s PR Daily, Doctor.com, HubSpot, Glassdoor and BestSEO.

Respond Across Review Platforms

It’s not enough to respond to reviews on one or two platforms. Your brand needs a voice in every place your customers talk about your business, including Google, Facebook, LinkedIn and industry-specific review sites. Using review management tools with assignment and approval features can keep your messaging consistent across your brand’s locations and listings.

New reviews returned to Google in May, along with the ability to respond to Google reviews, after being suspended during the initial COVID-19 outbreak. Your responses should always comply with Google’s local content policy.

On social media, your responses to comments and reviews – such as Facebook Recommendations – will send a message to other followers that you care about the customer experience. Most social media sites won’t remove a negative post unless it violates your rights or content policy, but the author might be willing to do so if you respond well.

Meanwhile, generating more positive reviews can help quell a crisis online. Run testimonial campaigns on the review sites that matter most to your brand to outweigh negative comments with positive ones.

Monitor, Respond, Generate

Not every negative review or PR crisis can be avoided – especially as COVID-19 throws wrenches into businesses’ daily operations. Paying attention to the online conversation around your brand and proactively addressing customer concerns can prevent things from boiling over.

Sort through potential crises with review monitoring and social media listening tools to determine the urgency and tone of responses. Engaging customers quickly and understanding the root cause of problems will add a protective layer to your online reputation.

How you respond to reviews in a crisis is up to you. How you respond quickly, across all your locations and listings, is up to Binary Fountain. Book a free demo to learn more about our review management platform.

Schedule a Demo

 

For more on review management and crisis management, read these posts:

About the Author

Kieran McQuilkin
Content Marketing Specialist

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October 20, 2020

Tracking Coronavirus Search Trends on Google – October 2020

By: Kieran McQuilkin

COVID-19’s spread is ramping up once again and continuing to change consumer behavior in the U.S. Uncertainty remains high as outbreaks resurge, state regulations change, and consumers hesitate to return to healthcare facilities. To understand patients’ current needs, healthcare marketers are looking to Google Search in October for guidance. Search trends give us a more complete picture of consumer sentiment and knowledge gaps. Healthcare…

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coronavirus-search-trends-octoberCOVID-19’s spread is ramping up once again and continuing to change consumer behavior in the U.S. Uncertainty remains high as outbreaks resurge, state regulations change, and consumers hesitate to return to healthcare facilities.

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

Search trends give us a more complete picture of consumer sentiment and knowledge gaps. Healthcare consumers, specifically, are grappling with changing hours, medical facility policies and telemedicine services. Using Google Search as a guide, healthcare organizations can address common questions in their local listings and brand communications.

In this article, we break down recent 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 October.

Search Trends for Healthcare Organizations

COVID-19 continues to arise frequently in search queries and business listings, though related searches have gradually declined in recent months.

Here are some notable October 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. There are now about 20% fewer weekly searches for healthcare clients than in February, but totals are climbing.

Clicks on healthcare companies’ Google My Business (GMB) profiles rebounded more rapidly, however, now up 25% from late-February click volume. Meanwhile, clicks to phone calls have increased by a whopping 63% from pre-outbreak levels. Weekly clicks on GMB profiles for driving directions are down about 9% since Feb. 24, but climbing toward average levels.

Clearly, healthcare marketers need to prioritize updating local listings with phone numbers, URLs, hours and contact information for each facility.

Google Searches for Coronavirus in October

To survey the coronavirus search landscape, Google Trends has daily updates for the top 100 places searching for the virus and the top related queries.

In October, the top coronavirus searches on Google in the U.S. were related to symptoms, spreading and testing. The past week’s highest-trending COVID-19 questions were:

  1. How long are you contagious with covid 19?
  2. What country has the most covid deaths?
  3. How long after exposure should you get tested?
  4. Is diarrhea a symptom of covid?
  5. How many have died from covid?

The shorthand “covid” continues to appear frequently, so it should join your keyword lists for any social listening initiatives.

Additionally, the search for “free coronavirus testing near me” has surged this week. Google is keeping track of where people are searching for testing. This geographical indicator can help predict when local residents will need authoritative information from local healthcare providers.

Follow these instructions to get your coronavirus testing site listed on Google Search. Google also recently added a new feature tracking real-time searches related to different symptoms, which you can find here.

Location-based news and information about COVID-19 risks, meanwhile, remain in high demand from consumers. As local authorities on the topic, healthcare brands need to include this information in brand communications, business listings, review responses and social media.

Other COVID-19 Google Trends

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

Employment and economic uncertainty are top of mind for consumers, with continued high search volume for unemployment benefits, unemployment offices and coronavirus relief bills.

Unfortunately, school closures have become especially relevant to U.S. searchers. Be on the lookout for search terms including “school closure covid” and “coronavirus school closure,” which have spiked in the last month.

You should also be prepared for questions that arise as new updates reach consumers. For example, “coronavirus stimulus package,” “coronavirus worldometer” and “families first coronavirus response act” all are trending in the past week.

Searches to Help Local Providers

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

Kieran McQuilkin
Content Marketing Specialist

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October 15, 2020

[Webinar Recap] What Healthcare Consumers Want in 2021: Key Survey Results

By: Kieran McQuilkin

The digital patient journey is changing at every touchpoint – from search to scheduling to surveys. For the fourth consecutive year, we surveyed U.S. healthcare consumers to predict their preferences, frustrations and influences throughout the digital patient experience in 2021. In our latest on-demand webinar, Stewart Gandolf, CEO of Healthcare Success, joins Binary Fountain’s Aaron Clifford…

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webinar-2020-healthcare-consumer-surveyThe digital patient journey is changing at every touchpoint – from search to scheduling to surveys.

For the fourth consecutive year, we surveyed U.S. healthcare consumers to predict their preferences, frustrations and influences throughout the digital patient experience in 2021.

In our latest on-demand webinar, Stewart Gandolf, CEO of Healthcare Success, joins Binary Fountain’s Aaron Clifford to unveil results from the 2020 Healthcare Consumer Insight & Digital Engagement survey.

Gandolf and Clifford provide insights on how patients are finding doctors online and using reviews to make care decisions, which factors matter most to healthcare consumers throughout the patient journey, where patients leave reviews, and how to generate high-quality feedback.

They offer data-driven tips and strategies that you can immediately use to improve your healthcare brand’s reputation, maximize your online presence, optimize the customer experience, and ultimately drive new patient revenue in 2021.

Watch Now

Here are some key takeaways from the webinar:

How a Healthcare Consumer Finds Doctors

Even with digital customer experiences on the rise, family and friends are still top sources for consumers finding a doctor. As the importance of those personal recommendations slowly declines, insurance coverage remains highly important and patients are looking more at hospital/clinic websites.

That means the investments that healthcare systems have made in their branding and websites are paying off. Not to mention, robust first-party sites and local landing pages are becoming influential factors in search rankings.

Gandolf says that, while the main sources for a healthcare consumer searching for care in 2021 are intuitive, third-party sources have grown tremendously between 2017 and 2020 and will only get more important.

“Digital natives don’t want to talk to people,” he says. “They will just do their homework and be their own decision maker.”

Though your website and Google are cornerstones for your online brand, eyeballs are on third-party sites like Facebook and Healthgrades in high numbers. “There are dozens being used,” Gandolf says, “and they all matter.”

The typical consumer reads nine reviews before choosing a doctor, making patient feedback an equally crucial part of the search process. As online directories become more important to consumers, that average has moved up, and will continue to do so. Meanwhile, the importance of online reviews to healthcare consumers has doubled since 2017.

Brand Communications and Booking Appointments in 2021

Even in the digital age, the No. 1 preferred method for receiving information from healthcare providers is a phone call. And patients have indicated they’re willing to schedule visits and elective appointments if providers call them.

But close behind it is email, which should remain a high priority. Don’t neglect text messaging in your communications, as well: Patients show high preference for texts regarding reminders and results.

Choosing between these mediums is where marketing and patient experience departments become partners, Clifford says, so that consumers get the right data at the right time. For example, you could use phone calls to reschedule cancelled appointments, emails for COVID-19 information, and texts for immunization reminders.

Healthcare consumers’ top frustrations with booking appointments revolve around missing contact information and services not being listed. These challenges with listings management became apparent in 2020’s survey data.

“People have higher expectations of healthcare than ever before,” Gandolf says. “You simply need to identify the patient experience issue and fix it.”

Where and Why Consumers Leave Reviews

Wait time was – by far – the most frustrating part of doctor visits for surveyed consumers (32%). However, that figure has improved since 2017, meaning some health systems have solved the problem by building patient experiences around consumers’ needs.

Solving the long-time, consistent frustration of wait time is an opportunity for competitive advantage. Frustrations are revealed in your online physician reviews, so it’s also a way to generate positive patient experiences that consumers want to share online.

When reviewing providers, the most important factor to patients is a friendly and caring attitude. “The soft stuff really matters to everybody,” Gandolf says. But these preferences do change between age groups, with older patients caring more about a caring attitude and younger patients caring more about a provider’s reputation in the community.

And there’s much more.

Watch Now

 

About the Author

Kieran McQuilkin
Content Marketing Specialist

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October 13, 2020

Introducing: The 2020 Healthcare Consumer Insight & Digital Engagement Survey

By: Aaron Clifford

Healthcare consumers are sharing more information than ever about their experiences with providers, facilities, listings, and all aspects of the patient journey. As the digital customer experience changes at every touchpoint – from search to scheduling to surveys – healthcare professionals must understand what consumers need each step of the way. For the fourth consecutive…

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2020-healthcare-consumer-insight-surveyHealthcare consumers are sharing more information than ever about their experiences with providers, facilities, listings, and all aspects of the patient journey.

As the digital customer experience changes at every touchpoint – from search to scheduling to surveys – healthcare professionals must understand what consumers need each step of the way.

For the fourth consecutive year, we asked consumers about their healthcare experiences to bring you the results of our 2020 Healthcare Consumer Insight & Digital Engagement survey. Inside, you will discover trends in preferences and behavior that are shaping the patient experience for today’s healthcare consumers.

 

How Healthcare Consumer Behavior Changed in 2020

The realm of healthcare consumer behavior is multi-faceted. Patients are not looking to just one source of information for insights into a provider’s reputation, nor do they weigh all data the same.

The 2020 survey results show that patients increasingly rely on online ratings and review sites to make informed healthcare decisions, and that local listing information is becoming key to the digital patient experience.

While the use of review sites and search engines to find doctors has skyrocketed over the past four years, there is much more to uncover. Providers require more in-depth knowledge, including which digital platforms are rising in prominence, what information matters to patients when searching for care, and which customer engagement strategies are most effective in this quickly evolving industry.

Our 2020 Healthcare Consumer Survey

The 2020 survey results paint a clear picture of the trends driving today’s healthcare industry, as well as what to expect in the years ahead. Binary Fountain presents the findings from our annual consumer healthcare survey in this guide: 2020 Healthcare Consumer Insight & Digital Engagement Survey.

The report includes updated statistics and data visualizations paired with analysis based on four years of research. This information can help you fuel your online reputation management strategy and patient experience improvement programs.

Download the e-book for full survey results or download the infographic for a quick snapshot of the data. You can also register for our webinar to learn tips and strategies based on this year’s findings.

 

About the Author

Aaron Clifford
SVP of Marketing

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October 08, 2020

Guide to Facebook Recommendations for Multi-Location Businesses

By: Kieran McQuilkin

Digital marketers can no longer afford to ignore Facebook Recommendations. According to the social media giant, one of every three Facebook users looks for business recommendations and online reviews on the platform. Businesses with higher Facebook ratings are more likely to be visited by users, who look through reviews to decide whether to use your services. The business ratings consumers see on…

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facebook-recommendationsDigital marketers can no longer afford to ignore Facebook Recommendations. According to the social media giant, one of every three Facebook users looks for business recommendations and online reviews on the platform.

Businesses with higher Facebook ratings are more likely to be visited by users, who look through reviews to decide whether to use your services.

The business ratings consumers see on your Facebook Pages are based on multiple sources, but heavily influenced by Recommendations people share on your Page. Only Pages that allow Recommendations show ratings, and a Page may not have a rating if it hasn’t received enough Recommendations.

Make no mistake: Consumers will review your business on Facebook – more every year. In this post, we will show you how to monitor Facebook Recommendations and reviews, respond to customers on Facebook, flag inaccurate reviews, and optimize your page.

What are Facebook Recommendations?

Gone are the days of star-based reviews on your Facebook Page. Now, customers rate your business by choosing whether they recommend it or not.

Users can post an up-or-down Recommendation for your business – including text, photos and tags – directly on your Facebook Page.

After users give a thumbs-up or thumbs-down, they are asked for additional details using keywords, text and images. Commonly used keywords, or “tags,” work like hashtags that best describe a user’s recommendation.

Additionally, users can recommend a business by tagging a business’s Facebook Page when a friend asks for a Recommendation. Only publicly shared Recommendations are included in a Page’s overall rating.

All Recommendations display publicly on your Page’s Reviews or Recommendations tab. You can’t set Recommendations to private if they are enabled.

Facebook reflects your Page score across the platform, especially in places where customers make buying decisions or are talking about your business. These ratings are also discoverable by search engines and directories that may rank your pages higher based on your social media ratings.

Monitor Facebook Recommendations

facebook-recommendations-settingsBinary Fountain’s annual consumer surveys show that Facebook is the most popular social media site for business reviews in many industries, like healthcare and property management. Your marketing team must monitor Facebook Recommendations to stay relevant for today’s digital customers.

If you previously enabled reviews on your Page (pre-2019), Recommendations are automatically turned on. If not, follow these steps to turn on Recommendations:

  1. Click “Page Settings” in the bottom left menu of your business Page.
  2. On the Settings page, click “Templates and Tabs” in the left column.
  3. Click to the right of Reviews to toggle Recommendations on or off.

Once Recommendations are enabled, click the “Recommendations” or “Reviews” tab found in the left column of your business Page to view them. You can apply a “most helpful” or “most recent” filter to sort your Recommendations and find specific comments.

Respond to Facebook Recommendations

When you receive a Recommendation, you have an option to respond, similarly to a regular comment on your Page. You can also “like” a Recommendation or use an emoji reaction.

Here are some best practices for responding to negative Facebook reviews:

  • Apologize, take ownership of the complaint, and offer a path to a solution.
  • Take serious issues, or those involving personal information, offline. Follow company and brand guidelines.
  • Empathize with the customer’s experience and communicate actions being taken due to their feedback.
  • Be prompt. The sooner you respond to Facebook reviews, the greater the chance of service recovery.

Meanwhile, responding to positive reviews is an effective way to encourage more positive reviews. These, in turn, can outweigh the adverse effect of negative reviews.

You can also share positive reviews with your Facebook audience and on your website to make the most of user-generated content.

We recommend responding to every review, even if it’s fake. But there are additional steps you can take to protect your online reputation.

Flag or Remove Fake Facebook Reviews

Social media is fraught with fraudulent comments, and Facebook is no different. An estimated 55,000 fake reviews are generated each month on Facebook.

Like Google, Facebook enforces community standards for content and reviews restricted from the platform. But it usually won’t automatically remove inappropriate or untrue reviews. Your brand must report these types of content to Facebook directly.

You can’t delete individual Recommendations published on your business Page. However, if you think a Recommendation doesn’t follow Facebook’s community standards, or if it doesn’t focus on your business’s services, you can submit a report.

To report a fake review or recommendation on the platform:

  1. Click the ellipsis icon in the top-right corner of the Recommendation.
  2. Click “Find support or report Recommendation.”
  3. Follow the instructions and await a response from Facebook.

If Facebook deems the review as fake, egregious or spam, it still may take a few days to remove it. We do not recommended that you block Facebook Recommendations, as this will harm your online presence and separate your brand from the community.

Manage Your Social Media Presence

Facebook recommendations are indispensable to a growing number of brands who rely on a strong online reputation to attract new business. They make your pages easier to find on Facebook searches, more trustworthy for search engines, and more authoritative and authentic for consumers.

These reviews should be an essential part of your local search and social media strategy, by helping increase your web presence and highlight your brand’s customer experience excellence.

Click here to learn more about Binary Fountain’s Social Media Management tools. 

For a personalized tour of our platform, click below to schedule a demo.

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About the Author

Kieran McQuilkin
Content Marketing Specialist

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October 06, 2020

4 Simple Tips for Online Reputation Management for Dentists and Orthodontists

By: Kayla Zamary

If you are a dentist or orthodontist, you probably know that patient referrals are important to your practice’s success. Today, online reviews are just as influential as a personal recommendation for customers. This is why online reputation management for dentists is so important. Generating good online reviews will help you grow your practice and continue…

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reputation-management-dentistIf you are a dentist or orthodontist, you probably know that patient referrals are important to your practice’s success. Today, online reviews are just as influential as a personal recommendation for customers.

This is why online reputation management for dentists is so important.

Generating good online reviews will help you grow your practice and continue to serve more people in your community.

We’ll show you how build a strong online reputation for your dental practice, which will help you attract new customers and increase patient retention. Following these basic steps will help you get to where you want to go.

Why is Online Reputation so Important for Dentists?

The dental business is a competitive one, with most cities having tons of practitioners just a few exits away. With all these options, the average consumer has no idea why they should choose you over another oral healthcare provider.

That’s where online reviews come in.

Potential patients look at dentists, orthodontists and oral healthcare professionals online before choosing a provider. In fact, Binary Fountain’s recent healthcare consumer survey found consumers will read an average of nine online reviews before choosing a doctor.

This means that what people are saying about you online (and your composite star rating) matters.

It isn’t just the quality of reviews – frequency and volume matter too. According to BrightLocal, 84% of consumers thought online reviews older than 3 months were no longer relevant.

If you work in an area where dental coverage is rare, your online reputation is that much more important. Prospective patients without dental insurance are even more likely to be influenced by online reviews because they don’t have a set list of in-network dentists to choose from.

If you haven’t been paying attention to your online reputation, chances are you are missing out on significant opportunities to grow your dental practice.

Now that you know why online reviews matter, what can you do to improve your online presence? Don’t worry, it isn’t as intimidating as it may seem. You just have to get started with these four steps:

1. Claim Your Google My Business Account

If you haven’t done this already, we have a comprehensive guide on how to claim a Google My Business listing.

Claiming your business listing is the first step to helping people find your business and being able to leave a review. This isn’t an optional marketing strategy if you want to be found online.

Doing this will help Google display the correct information when someone searches for your business and help categorize your business, so you show up in map results for dentistry. It also allows you to evaluate feedback and interact with customers who are leaving reviews on your business.

Before you start commenting and reacting to negative reviews, however, we recommend checking out our guide on how to respond to negative reviews.

2. Ask Dental Patients for Reviews

ebook-dentist-orthodontistHow do you get quality online reviews for your dental practice? It may seem self-explanatory, but your focus should be on getting happy customers to take the time to leave reviews.

It’s okay to ask a customer for a review in person or via email or text, but it isn’t okay to offer incentives for positive reviews. Doing this only erodes trust with the customer and ultimately shows them you care more about making yourself look good than about their experience with your practice.

In fact, offering a reward for a good review directly violates many of the ethics standards for online directories and could lead to blowback against your business. You don’t want to go there!

We recommend trying targeted mobile testimonial campaigns to generate reviews from recent customers. You don’t want to be sending an email or text to a former patient or unengaged segment of your customer base, as they are less likely to respond, or might leave you a bad review.

Of course, most online patient reviews are positive, as is shown by our 2019 Reputation Roundup.

3. Measure Results and Take Complaints Seriously

The next step is to measure what customers think. This means getting a read on what people are currently saying online about you on places like Google, Facebook, Foursquare and other online directories.

When (not if) you get a negative review, don’t panic. These things are bound to happen in the service industry. Instead, focus on what can be changed or improved to better meet patient expectations.

This step can be daunting, especially if you get a lot of reviews, but we have a solution for you!

Binary Fountain makes it easy for dental practices to view online reviews and take control of their reputation management by offering a comprehensive dashboard for patient feedback across all your listings.

4. Reputation Management Relies on Customer Experience

Accumulating quality reviews shouldn’t be a focus for only your marketing staff. Providing a superior customer experience should be an organizational priority for your entire team. From your receptionists to your dental assistants, everyone should prioritize the patient experience to ensure the standards you have for patient satisfaction are being met.

By taking feedback from consumers seriously and by making the organizational and operational changes you need to meet those expectations, you will see a massive increase in your patient retention.

For more, read our free e-book, “Guide to Reputation Management for Dentists and Orthodontists”.

 

Schedule a quick demo to learn more about how Binary Fountain can help your dentistry practice.

Schedule a Demo

 

About the Author

Kayla Zamary
Marketing Manager

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October 01, 2020

[Webinar Recap] How the Digital Patient Journey is Changing – Medicom

By: Kieran McQuilkin

Healthcare consumers are influenced more than ever by local search, review sites and online ratings. To understand their behavior, marketers and patient experience professionals must analyze the digital patient journey before and after they visit a provider. In this data-driven webinar discussing the new healthcare consumer mindset, Andrew Rainey explains how to strengthen your online presence, brand reputation and customer…

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webinar-medicom-patient-journeyHealthcare consumers are influenced more than ever by local search, review sites and online ratings. To understand their behavior, marketers and patient experience professionals must analyze the digital patient journey before and after they visit a provider.

In this data-driven webinar discussing the new healthcare consumer mindset, Andrew Rainey explains how to strengthen your online presence, brand reputation and customer experience using patient feedback.

The webinar covers how consumers search for providers, where they leave reviews and engage with healthcare brands online, and which digital touchpoints are becoming most valuable.

Click here to watch the on-demand webinar.

 

Here are the key takeaways:

Where Patients Find Doctors and Decide on Care

High trust in healthcare authorities has created an opportunity to present relevant, helpful information to consumers. To understand what people are searching for, Google search trends offer a full picture.

In September, the shorthand “corona” and “covid” are appearing more frequently. Searches including “during coronavirus” have surged as well, such as “going to dentist during coronavirus.” These terms should join your keyword lists for any social listening initiatives.

According to Binary Fountain client data, branded searches for healthcare organizations haven’t yet returned to pre-pandemic levels – now at about 25% fewer weekly searches than in February. Clicks on healthcare companies’ Google My Business profiles rebounded more rapidly, now up 17% from late-February click volume. Meanwhile, clicks to phone calls have increased by a whopping 56% from pre-outbreak levels.

Healthcare marketers must ensure local listings have updated phone numbers, URLs, hours and contact information for each facility. Otherwise, they risk losing significant patient volume. Furthermore, information in your listings offers a sense of comfort to consumers that leads to conversions.

There are several new Google My Business attributes and features worth monitoring, including Health & SafetyCovid-19 TestingMore Hoursinsurance availability and virtual care. Different attributes are available based on your primary category in GMB, whether that’s a hospital, urgent care center, dentist or dermatologist.

Where Patients Leave Reviews and Engage with Healthcare Brands

Binary Fountain’s recent survey of healthcare consumers found that they read an average of nine reviews before choosing a physician. Ratings and review sites have doubled in usage for finding doctors since 2017, and reliance on personal recommendations has dropped 17% from last year.

The hospital/clinic website was the most-used source for choosing a doctor this year, barely eclipsing Google. But trusted healthcare-specific platforms continue to see growth. Consumers are sharing experiences on WebMD, Zocdoc, U.S. News & World Report, ShareCare and CareDash more frequently every year.

Binary Fountain also surveyed healthcare marketers about their priorities changing due to COVID-19. It found that, though Twitter dominates the COVID-19 conversation online, just 18% of healthcare marketers are using it to communicate with patients. Brands should take this opportunity to close the communication gap and become a trusted health authority on social media.

Mobile Campaigns in Action and Key Takeaways

Healthcare consumers and marketers alike agree that text messages are an efficient, effective method for communicating about crucial health information. Two recent examples prove their worth:

  • Willis-Knighton Health System sent text reminders to pediatric parents reminding them of available immunizations. The message, which linked to an immunization-focused landing page with find-a-doctor functionality, led to phones ringing off the hooks at pediatric clinics for two days.
  • Baptist Health South Florida, meanwhile, used SMS text campaigns to request reviews for its urgent care locations. In six months, it recorded a 322% increase in online reviews across those facilities with an average conversion rate over 15%.

Rainey also offered a list of tasks to consider as healthcare marketers approach the end of 2020:

  1. Add Covid-19 Testing Center information to Google listings
  2. Monitor GMB profiles for health insurance info
  3. Add telemedicine questions to patient surveys
  4. Check for virtual care badges on third-party sites
  5. Look out for Apple Maps Ratings

Click here to watch the on-demand webinar.

 

About the Author

Kieran McQuilkin
Content Marketing Specialist

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September 30, 2020

[Webinar Recap] Guiding Consumers from Digital Front Door to Conversion

By: Kieran McQuilkin

The most effective healthcare marketers own the patient experience. It begins with the consumer’s first interactions through search and social media and continues with exposure to online ratings and reviews, through to goal conversions and access to care. Strategy leads at Binary Fountain and True North came together for a webinar offering strategic tips on how to power…

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true-north-binary-fountain-webinarThe most effective healthcare marketers own the patient experience. It begins with the consumer’s first interactions through search and social media and continues with exposure to online ratings and reviews, through to goal conversions and access to care.

Strategy leads at Binary Fountain and True North came together for a webinar offering strategic tips on how to power the consumer journey by combining content, reviews and SEO tools.

Ultimately, we look to equip healthcare marketers with content and reputation management strategies that create a frictionless online experience.

Aaron Clifford and Jane Crosby break down how COVID-19 has shifted priorities for healthcare marketers, the state of content marketing, and how to meet patients at the “moment of truth” in their decision-making process. They discuss ways to use marketing content and reviews to turn prospects into patients through strategic calls to action. Plus, they show you how patient feedback data can inform your listings and reputation strategy.

Click here to watch the on-demand webinar.

 

Here are the key takeaways:

Healthcare Marketing in the Next Normal

Healthcare organizations face the dual threat of declining surgical and elective volumes combined with consumer fear of returning for medical care. Marketers now need to fill the online space with content and reviews that rebuild consumer knowledge and trust in your brand.

Email marketing and paid advertising decreased sharply in months following coronavirus outbreak, according to Binary Fountain’s survey of healthcare marketers. Meanwhile, changing hours and processes lead to a significant increase in focus on listings management. Those efforts match the demands of consumers, who say one of their biggest frustrations in 2020 is missing or inaccurate listing information.

Texting has also become a crucial tool for patient engagement, with high click-through rates and usage by about half of U.S. healthcare marketers. Social media, too, hosts significant conversations about your brand. Social listening has become a key part of many health systems’ strategies – more so than ever before, Clifford says.

A True North survey revealed what types of content healthcare consumers are looking for: “How-to” guides, specific landing pages, infographics and checklists work best for attracting awareness. Crosby says marketers now need to align content marketing strategies with listings and reputation management strategies to keep customers moving quickly through the funnel.

Meeting Consumers at the Moment of Truth

Patients still heavily use clinic and provider websites to look for a doctor, so it’s important to invest in your website. Use CAHPS surveys to populate provider profile pages with ratings and reviews that will build consumer trust and improve search rankings.

But you need a seamless path to conversion wherever the digital patient journey starts – at the moment of need – through listings and content, as well. Especially for younger demographics, if it’s not an easy online process, they will go somewhere else.

“Align your content with the consumer journey,” Crosby says, “so that every step of the way there are guides, tips and options that will help them make a care decision.”

Clifford adds that healthcare marketers and digital managers should use all fields available on third-party listings, such as Google My Business, WebMD, CareDash and Facebook. These set apart your brand, boost search rankings, and ultimately help the consumer find care.

Steward Medical Group and Prisma Health serve as examples of patient surveys being used to increase website traffic and improve local search results. Along with patient feedback, you can infuse landing pages and ads with content that converts patients quickly.

Driving Patients to Take Action

Patient reviews and user-generated content are crucial to the “action” stage of the patient journey. Effective content uses real people and authenticity to tell customer stories and offer product overviews that are relevant to potential customers.

Trust is invaluable to healthcare brands – and trust starts at online listings for many of today’s patients. Stay updated with new features on listings platforms and Google My Business attributes.

The bottom line is this: In your listings, ads, emails and other messaging, use patient reviews to make content that is relevant to patients, understands their needs, and ultimately offers to solve their problem. Engaging the digital conversation will drive patients toward conversion, loyalty, and contributing to your service-line revenue.

 

For more insights and advice, click here to watch the on-demand webinar.

 

Read more about converting patients through digital marketing:

About the Author

Kieran McQuilkin
Content Marketing Specialist

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September 28, 2020

What’s Changing for Healthcare Digital Marketing in 2021

By: Dana Munoz

Healthcare businesses were dealt a 50% decrease in revenue during the coronavirus pandemic this year. In 2021, the primary concern of healthcare providers is to rebuild their brands and recover the lost revenue exhausted during the pandemic. However, the process can be grueling as patients remain hesitant to re-schedule procedures, attend checkups and book appointments. Increasing your online engagement and…

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healthcare-digital-marketing-2021-illustrationHealthcare businesses were dealt a 50% decrease in revenue during the coronavirus pandemic this year. In 2021, the primary concern of healthcare providers is to rebuild their brands and recover the lost revenue exhausted during the pandemic.

However, the process can be grueling as patients remain hesitant to re-schedule procedures, attend checkups and book appointments.

Increasing your online engagement and optimizing your brand presence can kickstart the growth of your healthcare brand. That means one of the best methods to achieve recovery is through digital marketing.

In this article, we will discuss how healthcare organizations should approach next year’s recovery process by understanding the latest healthcare marketing trends and establishing an enhanced digital front door.

 

5 Digital Marketing Trends For 2021 To Rebuild Your Healthcare Business

 

1. Voice-search optimization and long-tail keywords

SEO techniques have evolved through time, with search engines like Google regularly improving the algorithm to provide the most accurate results.

At the moment, voice-recognition technology, a system that significantly relies on search results, has become one of the most used mediums for search engines. People turned to Alexa, Cortona, and Siri for instructional needs and automated control of tasks.

In the world of healthcare, voice search features are going to become a game-changer. It already showed a significant increase in users as surveys tallied at least 60% of smartphone users are already using this feature.

Dependency on search engines continually increases, and strategies centered around it pave the way for a competitive healthcare market.

As people become more aware of their health, the use of long-tail keywords that will answer health-related issues, explain surgical procedures, or laymanized medical terms can also be beneficial to your 2021 content strategy.

Collectively, optimizing for voice-search and long-tail keywords will help shape the success of your digital marketing efforts.

2. Heightened healthcare content marketing

Medical websites create their content with the intent of being informative and educational. The focus is to address the public’s fundamental concerns when it comes to their health issues.

That’s why medical content articles have now transcended into providing more in-depth explanations of disease and medical procedures.

webinar-covid19-reopeningAs misinformation becomes rampant and public reliance is at its highest, raising brand awareness through medical content marketing continues to be a top priority for healthcare marketers in 2021.

Going through events of the year 2020, the conversation surrounding the coronavirus pandemic surged new heights in social media, search engines, surveys, and third-party listings.

It is safe to assume that people will rely more on online information regarding medical trends in the following year. Healthcare organizations should establish themselves as a front-runner source of information.

Aside from these findings, reputation management should always be paramount. According to Binary Fountain, consumers that are troubled with their healthcare provider’s reputation increased by 167% in just two years. Rebuild or empower your reputation through trustworthy medical content and quality customer service for your patients.

3. The importance of patient loyalty in 2021

A trustworthy organization is characterized by the number of people willing to speak positively about the service of a business to others. In healthcare, customers will likely recommend your brand because of service satisfaction and after-service incentives.

When rebuilding brand presence, it is essential to tap into your loyal customers to aid your campaign, such as taking advantage of emails to notify them regarding the latest discounts or launching a new product.

Additionally, patient testimonials and reviews are vital in building a reputation and raising brand image. A few words from patrons online can change how potential customers see you as healthcare providers.

It can also be done by checking on them through online platforms about how you can help their medical condition.

The importance of caring for loyal patients is showcased by Hubspot’s study, stating that acquiring new patients is five times more costly than preserving old ones. Your existing patients are most likely to support your organization and obtain more services from you.

After an economic struggle due to the pandemic, driving revenue through patient loyalty is a big step toward recovery.

4. Focus on infographics and video

As people transition from old habits to a new technological approach, text-heavy content is being overtaken by infographics and video. Visualized information will always be eye candy. Delivering statistics or serious content through this method is a sure-fire way to catch the public’s attention.

On the other hand, video marketing seeks to make information dissemination much like a conversation.

Treatment procedures, testimonials, and awareness drives are the most common types of video campaigns on stimulating audience engagement for your healthcare brand.

With these techniques, the aim is to make an impact. People tend to keep memories of subjects that have been graphically embedded in their brains.

Learn more about content marketing trends in our webinar with True North.

5. Establish credibility on social media

Social media has always been a powerful platform for digital marketing. Medical information released through these platforms impacts avid followers and brought both positive and negative effects on healthcare brands.

social-media-marketing-healthcareHowever, people are starting to get fatigued with recurring content appearing on their feeds with a clear-defined sales promotion goal. What people will look for in the future is a credible brand that genuinely cares about them.

Healthcare providers should use social media platforms with a pure concern for the target audience by sharing valuable information on health to your social media followers.

You can also establish an emotional connection with your target audience through surveys or testimonials.

Learn more about social media strategies for healthcare in this e-book.

Emerge Stronger in 2021 With These Healthcare Marketing Trends

Recovering from the pandemic’s losses is no easy task. However, by keeping up to date with the latest healthcare trends, your healthcare business can get back on track in no time.

COVID-19 shifted the priorities of healthcare marketers. 2021 is the time to refocus, and there is an organization well-equipped with helping rebuild your healthcare brand.

A relationship built on trust between healthcare providers and consumers will only be regained through enhanced customer service and ease of providing valuable medical information.

Here are more recent posts about digital marketing for healthcare:

 

Dana Munoz is the SEO content manager and team lead for Digitalis Medical, an Arizona-based digital healthcare growth agency. She helps healthcare companies across the U.S. increase traffic and engagement to their websites using Digitalis’ proprietary Digitalis Growth System.

About the Author

Dana Munoz
SEO Content Manager

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