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May 21, 2019

How to Benchmark Your Review Success

By: Alex Hay

If you’ve read our content before, you know that paying attention to your online reviews is important. You may already know that online reviews and customer testimonials influence almost 90% of purchasing decisions. You may have even made the commitment to monitor and manage your online reputation to ensure you are an active participant in…

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review successIf you’ve read our content before, you know that paying attention to your online reviews is important. You may already know that online reviews and customer testimonials influence almost 90% of purchasing decisions.

You may have even made the commitment to monitor and manage your online reputation to ensure you are an active participant in the conversations people are having about your brand.

But how do you know if your voice of the customer campaign is successful? What goals should you be setting for your practice? How do you know if you are getting the maximum ROI?

How do you know if you are winning?

It’s important to set the right expectations for a reputation management program and to set your sights on the right target. Business and development coach Zig Ziglar once said, “If you aim at nothing, you will hit it every time.”

Here’s how to benchmark your online reviews to make sure you are seeing the results you need to drive your practice forward.

Benchmarking Results for Physicians and Practices

The healthcare industry has been revolutionized over the last few years by the introduction of online patient reviews, with patients trusting online reviews as much as a doctor recommendation.

In fact, almost 35% of consumers say a doctor’s ratings online are very important, higher than any other industry professional. This means paying attention to online reviews isn’t optional for healthcare providers or practice managers if they want to stay competitive in their local market.

So how can you tell if you are doing a decent job, even if you haven’t started a reputation management program at your practice?

Just start by Googling your practice and see what people are already saying about your facility and your caregivers. That will give you a good indication of where you currently stand, without putting in any effort.

You will also want to look at your competitors and see what people are saying about them. Pay particular attention to:

  • What are they saying about the front office staff?
  • What are they saying about wait times?
  • What are they saying about the level of care they receive?
  • What are they saying about caregivers?
  • What are they saying about the affordability of care?
  • What are they saying about the ability to schedule appointments?

According to the Society for Participatory Medicine, these are some of the most common things that matter most to the patient, particularly their one-on-one interactions with their physician.

Chances are, if you are behind your competition in one or more of these areas you are probably graded lower than your local competition.

But how do you figure out how off the mark you are? You need to understand both what customers expect and have a road map on how to get there.

Here’s an example roadmap for benchmarking your reputation management program:

  1. Identify what “above average means”
  2. Clearly define what success looks like
  3. Set realistic expectations
  4. Implement and iterate

What is the Average Rating for Physician Practices?

To know what you should be aiming for, you need to benchmark your expectations for online physician reviews.

According to a study done by The National Center for Biotechnology Information in 2010, an average rating for a physician website was 77 out of 100 for listings using a 100-point scale and a 3.84 for sites using a 5-point scale.

A more recent study done by Yiwei Chen with Standford University found that an average physician rating was around 3.62 on a popular listings website using a 5-point scale. This is well above the national average for many other industries. This particular listing website tends to have lower ratings overall than other sites like Google and HealthGrades.

What Average Rating Should You Go For?

The rating you will want to obtain will obviously vary from site to site, but most studies have shown most patients want to see at least a 4-star rating on Google, one of the most common ways patients find doctors.

Ultimately, you want to shoot for the highest rating possible, but identifying what customer expectations are is extremely important. It doesn’t matter if you have an internal goal of 3.5 stars if consumers expect higher. You can start at a lower level to slowly build traction, but your ultimate goal should be to meet expectations for attracting new patients.

How Should you Measure Success?

You will also want to make sure you are setting goals that make sense for your organizational priorities. Are you trying to leverage online reviews to increase in SEO [CR6] or increase your star rating to improve patient satisfaction and loyalty?

All of these things can be tracked, and a good reputation management program will succeed at both, but zeroing in on what matters most to your business first will help you better define your KPIs.

Here are some of the major KPIs we recommend looking at when evaluating a reputation management program:

  • Average ratings across multiple platforms
  • Number of reviews
  • Recency of online reviews
  • Trends in key areas of focus (opinions on wait times, staff and bedside manner among others)
  • Patient engagement

This helps you get a clear picture of how a program is doing.

Once you figure out what you want your goals to be, it really comes down to identifying your current baseline and measuring against it during the life of the program both internally and externally. This means looking at all of your online reviews as well as at internal reporting metrics like patient satisfaction surveys to better understand your customer’s experience.

Binary Fountain has many free case studies to help you understand and project the potential impact of a reputation management program for healthcare providers.

You will also want to measure your success against your competition. Are you starting to get more positive attention online? Are your reviews more recent? All of these are good indicators you are doing a better job at managing your online image.

Benchmarking Also Means Setting Realistic Expectations

If this is the first time you are exploring a reputation management program, you may have a hard time knowing what kind of results to expect from your efforts.

Some questions to ask before starting a program may include:

  • Do you have the tools your organization needs to be able to execute a reputation management campaign?
  • Once you begin collecting data, do you have the right personnel in place to measure success?
  • Do you need a third-party solution?
  • Do you have the data infrastructure you need in place?
  • Do you have the ability to automate the process to remove the human element from measuring reviews?
  • Do you have buy-in from executives who have the influence needed to make organizational change happen?

How you answer these questions will greatly impact what kind of goals you should set for your organization, especially the last one. If you don’t have the proper buy in from the leaders in your hospital or practice, you will have a hard time making the sweeping changes needed to improve your reviews.

Many times, practice managers or marketers will be given instruction to improve a facility’s online presence, which usually includes reviews. While this goal is ambiguous, it generally revolves around what people are saying about you online and the only way to fix that is to improve the areas that patients have issues with.

By listening to patient feedback (both from online reviews and internal methods of gathering data) you should be able to better understand what areas your organization needs to improve on in order to better meet consumer expectations.

These can either be really easy things or extremely complicated problems that could take months to fix. In order to gain as much traction as possible, we recommend focusing on things that patients care about most.

This will help you better understand where to focus your efforts and show stakeholders the most ROI. Once you’ve implemented a program, you are ready to start the hard work of making improvements.

Launching a Successful Reputation Management Program

Once you have gone through the process of setting the right expectations, you are ready to launch your reputation management program.

Here are the four steps you need to follow:

  1. Gather customer feedback
  2. Create your response plan
  3. Implement changes
  4. Measure results and report back to stakeholders

Gather Customer Feedback

Any good reputation management program focuses on giving the patient a voice. This means actively monitoring online reviews and asking current patients for feedback. The more opinions you get, the clearer the picture you have.

Look for commonalities in feedback to find the most critical pain points in the patient experience.

Create Your Response Plan

You will need to set up a response plan for reviews, because it isn’t enough to just monitor reviews. You need to be an active participant in conversations about your brand.

Consider the following:

  • Who will be responding to reviews?
  • How should we handle negative reviews?
  • Who is empowered to speak on behalf of the company?
  • Who can field potential issues or questions?
  • Who needs to be aware of very negative comments?
  • Who will be held accountable for providing patient feedback to the organization?

You can’t have a successful program without carefully considering these questions and having an action plan when things get dicey.

Implement Changes

Once you have collected patient feedback, it’s time to take action. This means making the necessary changes to your process, staff or other areas to meet customer expectations.

There is no “easy” way to do this. The entire organization has to shift their mentality to a customer-centric way of thinking, so be patient. It may take a long time, but soon your reviews will be glowing, and your patient acquisition will be humming along.

Measure Results and Report Them

If you’re heavily investing in a reputation management program, you know you need to show the value to your organization. This means you need to proactively measure results and share them with internal stakeholders. As your average review scores improve and the volume of your reviews also increase, you will know you are moving in the right direction.

Armed with this data, you will have no problem showing the value of a reputation management program.

About the Author

Alex Hay
Content Marketing Specialist

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May 16, 2019

How VITAS Healthcare Responds to 100% of Online Reviews

By: Alex Hay

How do you get started with managing your organization’s reputation online when you only have a few reviews—if any at all? In Thursday’s webinar, “How VITAS Healthcare Responds to 100% of Online Reviews,” we spoke with a leading hospice care organization that went from struggling online to generating 20% more reviews year over year, and…

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VITAS HealthcareHow do you get started with managing your organization’s reputation online when you only have a few reviews—if any at all?

In Thursday’s webinar, “How VITAS Healthcare Responds to 100% of Online Reviews,” we spoke with a leading hospice care organization that went from struggling online to generating 20% more reviews year over year, and how their initiatives to build up their online reputation subsequently increased patient engagement.

Here are some of the biggest takeaways from our conversation with VITAS Healthcare:

Optimize listings on Google and benchmark analytics across multiple locations 

How are consumers searching for you and finding your business information? Most of them are finding you on Google, and most of those people that are searching online will not look beyond what is found on a Google My Business profile, ultimately skipping over your website.

According to the search engine tracking site StatCounter, Google currently takes up 91% of search market share. In addition, research from HubSpot tells us that 75% of online searches stop after the first page of results.

People trust Google to put the most relevant information in front of them so they don’t have to spend time digging for it themselves. It makes sense then that when a business puts a large number of information and reviews available online to the public, Google will prioritize them in their searches.

By making Google reviews a priority to their organization, VITAS was able to increase Google reviews by 52% and subsequently increased total positive online reviews by 10%.

Generate more online reviews by experimenting with new patient engagement strategies 

To get more reviews, you have to be open to all channels of communication with your patients–including text messaging.

According to some new reports, text messages are proving to be a much more efficient channel of communication between consumers and providers. Studies show that 90% of text messages are opened, compared to email open rates of only 20%. Likewise, texts will get responses 45% of the time compared to only 6% of marketing emails.

Continue testing different channels to see what works best for your organization and your patients.

No matter what niche your organization serves, reviews will impact your business 

Personal feedback from the people you serve is one of the most valuable pieces of information you can obtain to influence positive change within your organization. Here are some simple ways to increase review volume so you can gain even more insights into your facilities and providers:

  • Create templates for onsite staff – creating an email template for staff to share will take the onus off your marketing team to chase down reviews and gives people more opportunities to respond.
  • Hang posters and distribute handouts with your online profiles clearly displayed – this will increase awareness and provide a reminder for patients to respond.
  • Let customers know that their feedback helps you improve and helps potential customers learn about you.
  • Launch an email or SMS campaign.

To view all of the insights from this webinar, download the presentation here.

About the Author

Alex Hay
Content Marketing Specialist

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May 15, 2019

How to Google Yourself and Improve Your Property’s Online Perception

By: Alex Hay

Have you ever Googled yourself or your business? Chances are, if you are the manager of a multifamily facility, people are talking about you or your business online, even if you aren’t actively looking at what they are saying. But you don’t see customers on a daily basis, so you shouldn’t be worried about online…

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google yourselfHave you ever Googled yourself or your business?

Chances are, if you are the manager of a multifamily facility, people are talking about you or your business online, even if you aren’t actively looking at what they are saying.

But you don’t see customers on a daily basis, so you shouldn’t be worried about online reviews or what people are saying, right?

Consider this: According to Apartments.com, 98% of survey responders (4,000 surveyed) said that they read property reviews before they consider looking at a place to live.

In order to compete successfully in today’s multifamily market, owners and property managers must have a reputation management strategy. One good way to start is by paying attention to what people are saying about you online.

This means you need to pay attention to what people are saying about you, even if it is temporarily painful. The good news is even if you see negative feedback on your profile, things don’t have to stay this way.

We’ll cover how to Google yourself (paying attention to the right things) and what you need to do to improve negative content online about your multifamily unit.

How to Google Yourself: Look at Your Google My Business Account

Now that you understand the value of Googling yourself, it’s time to take the plunge. There are a couple of important things to pay attention to when you Google your business.

First, you will want to make sure you own your Google My Business listing. This is your central hub to be able to see what people are saying about your business on Google as well as enhance your search results. You can learn more about your Google My Business listing here.

The next thing you will want to check is if the information about your multifamily unit is correct, including:

  • Name
  • Address
  • Phone
  • Hours
  • Category
  • Description
  • Website URL

Adding this information to your listings and keeping it up to date ensures that customers who are interested in contacting you are able to do so without confusion or friction. Chances are if this information is incorrect, your reviews aren’t going to be overly positive because expectations aren’t being met.

If You See Negative Reviews or Comments, What Should You Do?

If you notice a bunch of negative reviews or pages with negative content about your facility, the first thing you have to do is not panic or fire off a response. The last thing you want to do is lash out at people. It never ends well.

Instead, look critically at what they are saying. Almost all of the reviews online are left by real people, not robots or fake reviews meant to discredit your business. Are they all saying similar things? What connections, if any, are there?

Looking at reviews objectively can help you identify pain points your renters have and better understand how you can do a better job of meeting their expectations and improving your renter experience. If you are able to do that, you will not only be able to satisfy current renters but also attract new ones due to improved online reviews.

Since you now have a Google my business account, you have the ability to respond to negative and positive reviews.

When responding to an online review from a renter:

  • Apologize and thank them for bringing up a problem (even if you think you are in the right)
  • Promise to resolve the issue
  • Keep your response brief and neutral
  • Provide contact information if they would like to discuss their issue with you directly

Online Reputation Management is about the Good and the Bad Reviews

It’s important to build trust with your current and prospective renters. Service recovery for residents that have a negative experience is essential to keeping your brand in a good light online.

Did you know that reviews account for almost 15% of Google’s ranking algorithm? Like most businesses, you probably didn’t. We’re seeing year-over-year that this number is actually growing, showing that Google is giving priority to multifamily businesses that have positive reviews.

Another estimated 10% of local search rankings are based on activity on your Google My Business account. These are things like click-through rates or mobile click to calls and click for directions.

In addition to responding to negative reviews, we also recommend asking your current renters for feedback. You want to make sure that you’re casting a wide net in terms of asking residents for reviews, so get creative and don’t just ask the tenants you have the best relationship with. You want honest feedback.

An example of this in action is to use what’s called a personal invite, a text message system asking tenants for an online review. You may not be ready for that kind of technology at your specific facility, but you can use email or other methods to ask for a review.

The key here is Google wants to see the quality and quantity of your reviews. If you are able to get quality reviews and a greater quantity of reviews, chances are you will see an increase in positive things being said online about your business.

Interested in learning more? Check out these similar topics:

About the Author

Alex Hay
Content Marketing Specialist

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May 14, 2019

Why All Reviews Matter: The Importance of Review Volume

By: Alex Hay

A common misconception in digital marketing is that online reviews only matter to the most obvious customer-facing businesses, such as restaurants and hotels. This couldn’t be further from the truth. Although it can be challenging to manage online reviews because of the massive amount of time it takes, you should be paying attention to what…

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why reviews matterA common misconception in digital marketing is that online reviews only matter to the most obvious customer-facing businesses, such as restaurants and hotels.

This couldn’t be further from the truth. Although it can be challenging to manage online reviews because of the massive amount of time it takes, you should be paying attention to what people are saying about your brand online.

In 2019 and beyond, every business should be actively monitoring, responding to and cultivating online reviews regardless of what industry they are in.

When it comes to reviews, every single one matters, even the negative ones. Many consumers take online reviews as seriously as a personal referral.

Here are some of the top reasons why you should encourage and interact with online reviews.

Online Reviews Impact Consumer Behavior

Regardless of what industry you are in, online reviews can greatly swing a potential customer’s opinion about a brand or product.

In a report by Forbes, 90% of respondents said positive online comments influence whether or not they decide to engage with the brand or service. When you take into account that 86% of consumers read reviews for local businesses, that’s a massive amount of people interacting with online reviews in some capacity.

Simply put, if your business is not investing in some kind of online reputation management, you are ignoring what is most often the first impression a potential customer has with your brand.

Take a moment and look for your business on Google or a different listings site. What do your current reviews say about your business? If you were a consumer, how would those comments inform your buying decisions?

Online Reviews for All

This is a common misconception many businesses have. While there is no doubt that online reviews greatly impact the restaurant industry, they greatly affect other industries as well.

For example, a 2017 survey from J Turner found that 75% of searchers use apartment listing sites during their search and 80% visit the property website before contacting a property.

In fact, online reviews impact almost industry including:

  • Banking
  • Insurance agents
  • Car repair
  • Healthcare
  • Financial advising/services
  • Hotels
  • Home repair

And certainly, many others as well. If you aren’t paying attention to what people are saying about you online, there’s a really good chance your competition is, which means you may be losing ground with customers.

All Reviews Matter: Even the Bad Ones

When consumers are looking for a product or service online, they aren’t just looking for a business with perfect reviews: they are looking at the volume of reviews and how recent the reviews are.

Having a lot of reviews shows that people are willing to take time out of their day to talk about how your product or service either satisfied them or left them disappointed. That shows engagement. At the end of the day, that is what most searchers are looking for.

And they aren’t the only ones.

Google uses online reviews to influence local search rankings including:

  • Number of recent reviews
  • Total volume of reviews
  • Average star rating

In fact, if someone searches “best *insert your industry here* in *insert your current location,*” only businesses with a 4-star rating or higher will show up in the search results if there are enough businesses that fit that criteria.

Negative reviews aren’t something to be taken lightly, but most consumers are smart enough to know that hiccups and negative interactions happen from time to time. According to the same BrightLocal study, only 40% of consumers said that they were influenced by negative reviews.

This means that consumers are more concerned about positive than negative reviews, which is great news for any business.

Negative reviews also give you the ability to identify areas for improvement in the consumer experience. Listening to what your consumers are saying means you have the ability to turn a negative into a positive.

If you are worried about how to best handle negative reviews, we recommend checking out this guide on how to respond to negative reviews.

Get Your Review Strategy Underway

Now that you know why all online reviews matter, it’s time to get your own reputation management program underway. To get started, we recommend looking at our webinars where you can get more information about our reputation management solutions and more information about how online reviews impact your specific industry.

You can also check out our extensive case studies on how we’ve helped many multifamily facilities and healthcare companies improve their reputation management and consumer engagement rates.

About the Author

Alex Hay
Content Marketing Specialist

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May 10, 2019

How Patient Reviews Improve SEO

By: Kayla Zamary

If you are a practice manager or even the primary healthcare provider, the term patient feedback probably brings up some feelings. If you’ve experienced constructive feedback from your patients, chances are you’ve either felt incredibly encouraged or defeated. The reality is when a patient leaves feedback online; it can either be a big help or…

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patient reviewsIf you are a practice manager or even the primary healthcare provider, the term patient feedback probably brings up some feelings. If you’ve experienced constructive feedback from your patients, chances are you’ve either felt incredibly encouraged or defeated.

The reality is when a patient leaves feedback online; it can either be a big help or a major headache for your practice.

In this article, we cover how patient feedback scores can impact your search engine rankings, your ability to acquire new patients and even your practice’s revenue.

How Do Patient Reviews Improve SEO?

Will more patient reviews improve your practice’s organic search rankings? That’s a complicated question that doesn’t have a cut and dried answer.

While everyone knows that patient reviews are extremely important to your online presence, it’s harder to fully understand how patient reviews can impact the organic search traffic to your website. There are a lot of variables at play that can impact the search engine result pages (SERPs) beyond the number and quality of business reviews.

In the simplest answer possible, yes, online patient reviews can have an impact on your SEO efforts. According to the SEO experts at Moz, online reviews are a ranking factor for local search rankings, but they do caution that there are a ton of other factors at play that can influence local search results including inbound links, on page SEO optimization and how users interact with your search results.

While this certainly isn’t a comprehensive list, you can an idea of how much goes into a search ranking. The good news is that patient feedback does act as a signal for search engines to determine authority and trustworthiness about a practice.

When it comes to patient reviews, Google’s algorithm is specifically looking for:

  • Total volume of patient reviews
  • Recent reviews
  • Overall star rating (quality matters)
  • Practices responding to online reviews

Google recently confirming online reviews play a role in local search factors means healthcare marketers or practice managers need to be involved in online reputation management as part of their overall SEO strategy.

How to Get the Most out of Patient Feedback

So how do you get the most out of your patient feedback for SEO purposes?

You can leverage patient feedback in many interesting and helpful ways. This includes everything from improving your consumer experience to responding to negative reviews, but two things should come first: being transparent and focusing on the patient first.

When you get patient feedback, you should always take their concerns seriously, even if their criticism feels like a slap in the face. View feedback as an opportunity to improve your customer experience and develop a deeper relationship with your patients and not as a personal attack.

Remember, if one person is saying it online, there’s a good chance many more have the same opinion but haven’t taken the time to post it. Fixing patient concerns should be a top priority.

If you are able to utilize patient feedback effectively, you will be able to accumulate more reviews in the future (increasing your SEO efforts) and increase patient loyalty.

Get more Patient Reviews

Start a customer review campaign with the goal of increasing the amount of reviews and the frequency of them. Don’t worry about trying to only get positive feedback. You want to know what people really think.

Additionally, you should have a place on your website and on your social media accounts where patients can leave reviews.

Patients who leave reviews on your site help by creating unique user generated content that can help you with link building, keywords and other basic SEO best practices.

If you decided to display reviews on your site, remember to leverage microdata and schema markup to highlight your reviews for search engines rewarding rich snippets and other enhanced search results.

Taking all of these steps will help you grow your visibility in search results as well as help you build a good brand image with your target audience.

Respond to Patient Feedback

You will also want to start responding to all forms of patient feedback online. This of course includes Google, but also includes other third-party review sites. Don’t be afraid to respond to negative reviews.

If you see a negative review, we recommend responding to it quickly with a sincere apology and what you are going to do to resolve the situation to meet their expectations. This makes people feel like their voice has been heard and makes them more likely to give your practice a second chance. Then it’s up to you to make sure your staff delivers on your promise to improve the consumer experience.

If you see a positive review, thank them for their review and leave some kind of personal message. Reputation management for practices is all about making the patient feel like they have a voice.

Responding to patient feedback will help you keep your current patients and also improve your SEO.

About the Author

Kayla Zamary
Marketing Manager

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May 07, 2019

Celebrating National Nurses Week

By: Alex Hay

Nurses consistently rank at the top of the country’s most trusted professionals. And this week, Binary Fountain celebrates them and everything they do for the medical field! National Nurses Week begins on National Nurses Day, May 6, and concludes on May 12, the birthday of Florence Nightingale. National Nurses Week is a time for everyone –…

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national nurses weekNurses consistently rank at the top of the country’s most trusted professionals. And this week, Binary Fountain celebrates them and everything they do for the medical field!

National Nurses Week begins on National Nurses Day, May 6, and concludes on May 12, the birthday of Florence Nightingale.

National Nurses Week is a time for everyone – individuals, employers, other health care professionals, community leaders, and nurses – to recognize the vast contributions and positive impact of America’s 4 million registered nurses.

In honor of National Nurses Week, we’ve pulled together some of the most useful resources for nurses and medical staff:

Building an Employer Brand Through Online Reviews & Job Listings

Online reviews play a vital role in whether or not your organization receives interest from highly skilled nurse applicants. How can you navigate these reviews to determine if and how they can work in your favor? With reviews ranging from insightful to scathing, this does not always appear to be an easy task. This ebook gives guidance for using online reputation to recruit the best employees, including nurses.

5 Things to Know about Social Media and Healthcare

Although some doctors and nurses have made a second career out of building their social media presence, a level of caution must be present to keep things professional at all times. Here are some good tips for nurses to follow when navigating social media waters.

Case Study: Signature Medical Group Increases Patient Experience Scores 20%, Grows Patient Referrals with Digital Patient Feedback

Learn how Signature Medical Group launched a two-pronged initiative using digital patient feedback to better understand patient experience across the organization’s more than 25 practices and 50 offices.

How to Generate Reviews the Right Way: Best Practices for Healthcare Review Platforms

People rely on reviews and testimonials more today than ever before. Whether hunting for a doctor or narrowing a list of potential healthcare providers, we all want to make sure that we are making the best, most informed decisions. In healthcare, this increased attention to reviews can be both a blessing and a curse, especially for nurses, who are often the face of the healthcare service. Here’s how to navigate online reviews and get insights through appropriate and meaningful channels.

Let’s Celebrate the Work of Nurses Everywhere

Reviews can be a great outlet for recognizing nurses that go above-and-beyond for their patients. Learn how reputation management can shine a light on their hard work.

Schedule a demo today.

About the Author

Alex Hay
Content Marketing Specialist

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May 02, 2019

How to Remove Reviews That are Fake or Offensive

By: Alex Hay

Online reviews are inextricably linked to your brand’s reputation, visibility and success. Consumers want to find the best goods and services with minimal effort, so they turn to the experiences of others to inform their purchasing decisions. According to the Spiegel Research Center, in 2017, approximately 95 percent of potential customers took the time to…

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remove reviewsOnline reviews are inextricably linked to your brand’s reputation, visibility and success.

Consumers want to find the best goods and services with minimal effort, so they turn to the experiences of others to inform their purchasing decisions. According to the Spiegel Research Center, in 2017, approximately 95 percent of potential customers took the time to peruse reviews of various businesses. Search engines like Google know how important reviews are, so businesses with lots of reviews tend to rank higher as well.

As a marketing professional, you want to increase online reviews to both attract more business and show up in more online searches. But not every review you receive will be glowing. Negative reviews, especially in large numbers, can cost your brand considerably. There are, however, ways to leverage bad reviews to improve brand reputation and operations.

Negative reviews from upset customers with real concerns are one thing; fake, malicious or inappropriate reviews are another issue entirely.

This latter category of criticism can be even more damaging to a brand’s image, sowing disinformation, stirring up controversy and harming a company’s search engine rankings.

Fortunately, the major review platforms like Google and Facebook offer remediation services to remove reviews that violate their terms of service. However, these processes are not fully automated, meaning you often have to report a suspicious review to have it taken down. So, to protect your brand from attacks or spam, you should know about each platform’s rules.

Google

The world’s leading search engine, Google, outlines 10 types of restricted content in their terms and conditions that apply to all formats, including reviews. These include:

  • Spam and fake content
  • Off-topic
  • Restricted content
  • Illegal content
  • Terrorist content
  • Sexually explicit content
  • Offensive content
  • Dangerous & derogatory content
  • Impersonation
  • Conflict of interest

For the most part, Google’s detection algorithm will automatically remove reviews that fall into any of these categories. Of course, some of these violations are more explicit and obvious than others, such as spam and derogatory language. Others, like off-topic reviews and impersonators, can be more difficult for Google to track.

This is where brand reputation monitoring services come into play. By receiving notifications when new reviews appear, you can browse all reviews and report any that seem fraudulent or in violation of Google’s policies.

Be sure to carefully read both the review and Google’s policies before flagging it, however. Even if you think a review is fake or in bad faith, Google has no way of determining the validity of certain circumstances. In many cases, you may simply have to respond to the review as if it were real, regardless of the truth.

In addition to Google’s general content guidelines, it also features measures to prevent businesses from removing or hiding negative reviews, reviewing their own business, soliciting positive reviews or negatively reviewing competitors to bolster their own brand.

These protections help consumers trust that the reviews they see are authentic. This ultimately benefits your brand as well, as positive reviews become that much more reliable, and negative reviews give you an opportunity to reach out to your customers and improve your business.

Facebook

Like Google, Facebook also enforces community standards, which lays out the types of content and reviews not allowed on the platform, including:

  • Sexually suggestive content
  • Hate speech, credible threats or direct attacks on an individual or group
  • Content that contains self-harm or excessive violence
  • Fake or impostor profiles
  • Spam

Facebook will usually not automatically remove these malicious or inappropriate reviews. As a business owner or marketing analyst, you must take action and report this content to Facebook directly.

If Facebook deems the review fake or egregious, it may still take a few days or more for it to leave your brand’s page. Facebook users and consumers can also play a role in decontaminating the review landscape by reporting product reviews that are irrelevant to the business or violate community standards.

If you wish, you can also disable reviews on Facebook. However, previous reviews will still remain online, just hidden from your page. It is not recommended that you block reviews, as this will harm your online presence, cut your brand off from the community, prevent you from valuable insights, and suggest to consumers that you may be covering up information.

Consumers will find out about your business one way or another, so it is best to remain transparent on Facebook and keep the gate open for all reviews.

Healthcare Review Platforms

In addition to monitoring reviews on Facebook and Google, healthcare marketers must also audit comments received on sites like Healthgrades, Vitals and ZocDoc, each of which has its own guidelines regarding review content.

For instance, to ensure that reviews are constructive, honest, and relevant, Healthgrades requires a verification process prior to posting a review on its site. This guards against inflammatory, misleading or false content.

The healthcare review platform Vitals takes all its reviews seriously as well, strongly protecting against fraudulent reviews. On its site, you will find a 24-clause document detailing its terms of use. In clause 10 specifically, Vitals notes that users may not, “Write a fake review, trade reviews with other businesses, compensate someone or receive remuneration for writing a review.” Users who violate any of these terms may face legal penalties.

To safeguard against false reviews, ZocDoc implements a “closed-loop system” that ensures all reviews are solely written by real patients who have received real care. That said, users within the system can still post inappropriate reviews, so ZocDoc will not publish any that violate its guidelines. Profanity, personal information: pricing specifics, and promotional content are strictly prohibited.

In addition to these three, several other healthcare review platforms exist and feature their own terms and conditions. Healthcare reputation management services are the best way for healthcare marketers to keep track of reviews across all platforms and detect whether any might be fake or in violation of a given site.

Your brand will likely receive its share of positive and negative reviews, and perhaps some fake ones as well. Online reputation management services will help you find every review out there so you can gain valuable insights while protecting your brand from harm.

About the Author

Alex Hay
Content Marketing Specialist

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April 30, 2019

What are “Zero Click Searches”?

By: Alex Hay

Search Engine Optimization (SEO) has changed a lot over the years. From the days of keyword stuffing to the recent innovations in voice search, users are accessing more dynamic content from search than ever. One way that Google is trying to improve their platform’s user experience is to create enhanced search results that a user…

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zero click searchesSearch Engine Optimization (SEO) has changed a lot over the years.

From the days of keyword stuffing to the recent innovations in voice search, users are accessing more dynamic content from search than ever.

One way that Google is trying to improve their platform’s user experience is to create enhanced search results that a user doesn’t need to click on to get the answer they need, which leads to a zero-click search result.

Enhanced search results are now part of the SEO game and understanding how to win despite people not clicking on a link to your website is a critical component of your SEO strategy.

We’ll show you how to deal with no click searches and still give users the valuable information they need about your business.

What are No Click Searches?

No click, or zero-click, searches are a search engine result page (SERP) that displays the answer to a user’s query at the top of a Google search result. This kind of search result satisfies the user’s intent without having to actually click on any search result links.

For many content producers, this can be extremely frustrating, but Google is designing enhanced search results with users’ best interests at heart (which is also keeping users using their platform).

According to Search Engine Journal, 34.4% of all desktop searches result in no click while 62.5% of users never click search result links on mobile.

Types of Enhanced Search Results

Enhanced search results can take many forms including:

  • Instant Answers
  • Knowledge panel
  • Calculators
  • Definitions
  • Maps
  • Featured snippets

Here are some examples of what these could look like:

Featured Snippet

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Knowledge Panel

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Calculator

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Definition

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How to Get Featured Snippets

Many SEO experts call featured snippets or other enhanced search results “position 0” because these snippets are above all the other possible organic search results.

There are many different types of featured snippets, but the main factor to consider when creating content that could be a snippet is what the user’s intent is behind the query. People asking “how to” questions will want a list of steps to take, while a person asking “what is” will be looking for a definition or a table.

More often than not, featured snippets are displayed for long tail keyword phrases (more than four words) that are usually answering a specific question a user will have.

While it is almost impossible to know for sure how Google’s algorithm works, one thing you can bet on is they want to serve up the best possible results for their users.

This means you will want to keep your rich snippet bid as simple as possible and make Google’s job easy.

To be in contention for a featured snippet, add questions or keyword terms as a subheader (usually an H2 header) to your content. Usually, you will want to directly match the question you are trying to answer.

Immediately beneath the header, create a precise answer around 45-60 words. If the answer is for a “how to” question, you will probably want to use a list instead.

The key to getting the featured snippet is to make your answer as factual as possible while being as clear as possible. For example, if the keyword is a definition, we would recommend starting with “X is…” so that you are directly addressing a user’s question.

In general, you will also want to add schema markup for lists and tables. You can find information about schema markup here.

How Do I Find Good Keywords?

You will want to try to optimize keywords:

  • That you rank in the top 10 for already
  • That currently display featured snippets
  • That answer questions

From there, you will want to try and identify different ways that people are asking similar questions and repeat the process.

You will want to focus on targeting keywords that key a lot of clicks from search results, so pay attention to SEO tools that can help you keep track of clicks for specific keyword terms. You want as close to a one-to-one ratio as possible to ensure you are getting the most bang for your optimization efforts.

Keep Optimizing for Zero Click Searches

So the bad news is organic clicks are on the decline.

The good news is by implementing the above strategies, you will be able to continue to optimize your search results for 2019 and beyond.

Don’t get discouraged if you don’t win a snippet right away. Enhanced search results are much harder to win than getting something to rank on the first page. Keep at it and continue to look for new ways to simplify your pages to clearly address the felt needs of users.

One thing is for certain: Google will continue making changes to improve the user experience for SERPs, especially with mobile and voice search overtaking desktop results. In order to stay in the digital marketing game, you will need to continue to stay up to date with the latest changes.

About the Author

Alex Hay
Content Marketing Specialist

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April 26, 2019

Uncovering Nuances in Healthcare Data Analytics to Improve the Patient Experience

By: Kayla Zamary

Patients today have more choices and information available when selecting the best provider for their care than ever before. Because of this, they have come to expect a greater level of interaction and transparency when making important purchasing decisions online. With the rise of online review sites and health care related searches on the web,…

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transparencyPatients today have more choices and information available when selecting the best provider for their care than ever before. Because of this, they have come to expect a greater level of interaction and transparency when making important purchasing decisions online.

With the rise of online review sites and health care related searches on the web, it is vital for organizations to build up their online reputation by consulting patient’s feedback to guide improvements to their experience.

In Thursday’s webinar, “Uncovering Nuances in Healthcare Data Analytics to Improve the Patient Experience,” we explored how OSF Health Care partnered with Binary Fountain to unify their patient feedback and response process by responding to feedback publicly and providing patients with a superior health care experience through open access to data and community reviews.

Here are some of the biggest takeaways from the presentation:

Don’t limit your ability to be discovered—optimize ways for patients to find you.

Reviews are a particularly effective outlet to get patients to discover you. According to a survey from Software Advice, 94% of patients will read online reviews to evaluate a physician and according to the American Medical Association, 37% of patients avoid physicians with negative reviews.

Even more telling is another statistic from the Software Advice survey that indicates that 47% of patients would go out of network for a physician with better rankings.

It may be a fruitful exercise to Google for any sites that your organization may appear and claim your listings where applicable.

Communal feedback is valuable to younger patients searching online. Be proactive in reaching out to your community and manage conversations around your brand.

The average consumer will review 10 reviews before trusting a business, and 74% of consumers report feeling more trusting of organizations with positive reviews.

It’s obvious that consumer trust is earned or lost online now and providers have to build this consideration into everything they do. From developing workflows to standardizing a comment approval process, reviews and patient feedback are the new primary drivers for improving the patient experience.

The presence of negative reviews actually generates positive credibility with consumers who see a perfect rating as untrustworthy.

Transparency initiatives are proven to help organizations. AfterOSF Healthcare implemented this strategy, they saw amazing results, including a 17.39% increase in total web traffic, 5.14% increase in organic web traffic, and a whopping 263.68% increase in average time on provider profile pages.

To view all of the insights from this webinar, download the presentation here.

About the Author

Kayla Zamary
Marketing Manager

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April 24, 2019

Recognizing Patient Experience Week

By: Alex Hay

Between April 22-26, Binary Fountain is celebrating Patient Experience Week! The Beryl Institute, a global community of medical practitioners, launched Patient Experience (PX) Week in 2014 to celebrate healthcare staff internationally making an impact on the patient’s experience every day. The annual celebration is an intentional recognition of the accomplishments of the people who work…

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patient experience weekBetween April 22-26, Binary Fountain is celebrating Patient Experience Week!

The Beryl Institute, a global community of medical practitioners, launched Patient Experience (PX) Week in 2014 to celebrate healthcare staff internationally making an impact on the patient’s experience every day. The annual celebration is an intentional recognition of the accomplishments of the people who work to deliver the care and support that patients deserve and expect.

Health care providers from around the globe have found lots of creative ways to recognize Patient Experience Week, from sharing positive patient experience stories on posters to bringing in therapy dogs to uplift patients’ feelings.

In honor of Patient Experience Week, we’ve pulled together some of the most useful resources for providers to use to improve their patient experience initiatives:

Webinar: Uncovering Nuances in Healthcare Data Analytics to Improve the Patient Experience

Learn how OSF Healthcare partnered with Binary Fountain to unify their patient feedback and response process by responding to feedback publicly and providing patients with a superior healthcare experience through open access to data and community reviews.

Case Study: Signature Medical Group Increases Patient Experience Scores 20%, Grows Patient Referrals with Digital Patient Feedback

Learn how Signature Medical Group launched a two-pronged initiative using digital patient feedback to better understand patient experience across the organization’s more than 25 practices and 50 offices.

Webinar: How to Optimize Your Digital Patient Experience

Doctors already know that good digital patient experience is central to providing patient-centered care. But, knowing what to do and in what order is hard.

If you are struggling with how to improve your patient and consumer experience, join us to learn why digital is now a business problem, not just a digital marketing problem. We’ll give you a practical approach to how you can unify your organization, implement a patient-first vision, and create the change you want to see.

Blog: Physician Practices Making a Difference in Patient Experience and Patient Loyalty

Articles in popular trade publications like Healthcare IT News and Patient Hit have featured Binary Fountain customers who have achieved notable gains in patient experience and patient loyalty. We’re always proud to celebrate success, so here’s more on our partners in the news, KureSmart Pain Management and Florida Orthopaedic Institute.

Let’s Celebrate the Importance of a Good Patient Experience

Get noticed for the great patient experience you provide by implementing reputation management practices.

Let our reputation management experts help your reputation management efforts by giving you the tools you need to improve your reviews online.

Schedule a demo today.

About the Author

Alex Hay
Content Marketing Specialist

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