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December 10, 2020

[Webinar Recap] Tips for 2021: Listings and Local Search ft. Ben Fisher

By: Kieran McQuilkin

Your listings on Google could make or break your brand in 2021, as consumers gravitate toward local search to make buying decisions. What can marketers do to rank their business listings at the top of search results next year? In this webinar, Ben Fisher, a Google My Business Platinum Product Expert, joins Binary Fountain to…

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webinar-tips-2021-google-listingsYour listings on Google could make or break your brand in 2021, as consumers gravitate toward local search to make buying decisions.

What can marketers do to rank their business listings at the top of search results next year?

In this webinar, Ben Fisher, a Google My Business Platinum Product Expert, joins Binary Fountain to lay out specific ways you can optimize your business listings and put them in the best position for local search in 2021. He covers best practices, key features, and ways to create content-rich listings that outrank your competition and convert customers from search.

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Here are some key takeaways from the webinar:

Key Google My Business Attributes for 2021

There are a few baseline best practices you must get right in 2021, according to Fisher. Make sure your business name is in compliance with Google My Business (GMB) standards, your categories are set properly, and you’ve optimized every aspect of GMB that you can – down to “year founded.”

Health & Safety attributes are also worth using and monitoring, as they will likely change as COVID-19 progresses and vaccines begin distribution. Keep an eye on your GMB dashboard to stay on top of these changes as they happen.

Fisher says marketers need to think about the customer experience more than ever. With so many GMB attributes being shown in search, your business listings are becoming a more frequent point of entry for consumers. Zero-click searches are rising in popularity, adding to the trend of customers making decisions on Google – before they find your website.

Google Posts and Q&A are also crucial for your 2021 digital marketing strategy. Upload photos on a regular basis – preferably every week. These should come from near your location, since Google encourages local images and discourages stock photos. Meanwhile, Google Posts are available for enterprises and franchises, offering a low-effort engagement channel with significant potential rewards.

Google Search and 2021 Trends to Watch

Google Search in 2021 comes down to the consumer experience. Local business information already displays for 80% of searches with local intent, so your locations need localized information to offer the best search experience to potential customers.

Meanwhile, the relationship between your website content and Google Search results is very close, Fisher says. As you add content to your website, keywords will start showing up in your keyword queries on GMB. Though your website is important for people who want to spend time there, GMB is becoming even more important for those wanting answers right now.

Google Reviews also play into search results, but are more important for the overall customer experience:

“Think about the customer and the fact that 79% of customers want to see that you’ve responded to reviews in the last two weeks,” Fisher says.

He recommends making a game plan to answer all reviews, positive and negative, within two weeks. It’s a great engagement strategy for existing customers and also for those considering your business.

Competitive Advantages for Google Listings in 2021

Fisher has one central piece of advice for those looking for competitive advantages on business listings: “Do your best to use all the features of GMB… Use it, abuse it. It’s free. Why not?”

For example, if you haven’t selected the Health & Safety attribute for staff wearing masks, consumers may automatically disqualify you from their search. Local-based citations can help too, along with reviews, posts and Q&A – all of which send engagement signals to Google.

One of the biggest new competitive advantages, Fisher says, is the Messaging feature, which is now being rolled out and expanded. Soon, when you create Google Posts, people will be able to message you directly from the Post.

Though changes are coming, Fisher’s key principles remain steady: Tending to GMB, producing high-quality marketing content and providing a good customer experience will lead to listings management success in 2021.

Watch Now

 

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

About the Author

Kieran McQuilkin
Content Marketing Specialist

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December 09, 2020

Impact of Social Media on Businesses

By: Kayla Zamary

What impact has social media had on businesses? Think about it like this: millions of people use social media platforms such as Facebook every day. Smartphones give people 24/7 access to social media. All businesses have customers that use social media, including multi-family residential groups and healthcare organizations. Most of these people are using social media to…

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social-media-impact

What impact has social media had on businesses? Think about it like this: millions of people use social media platforms such as Facebook every day. Smartphones give people 24/7 access to social media. All businesses have customers that use social media, including multi-family residential groups and healthcare organizations.

Most of these people are using social media to engage with brands just like yours.

In fact, HootSuite found that 52% of online brand discovery happens in public social feeds.

The impact of social media on businesses is almost immeasurable.  Social media is a fast, inexpensive way for you to reach your potential customers. Having the right social media strategies can help you grow your business and your online reputation.

Humanize Your Brand

The biggest benefit of using social media is that it humanizes your brand. It shows people what you do is more than a company logo. Using social media platforms to create real human connections

Social media gives you the ability to showcase your product or services improving the lives of your current customers. It can also encourage others to improve their lives in the same way. That can have a huge impact on your business.

Not sure where to start?

Start by posting a video on your social accounts of current customers talking about how you helped them solve a problem. Position your customers as the heroes of their stories and your brand as the guide. By showing others how your company impacted someone else, you can be sure you will attract more business.

The goal is to establish yourself as a subject matter expert in your field.

It’s also important to think about user intent. Social media users are looking for engaging content that doesn’t go too deeply into detail. But the content does need to provide emotional value.

This is a different mindset from that of people searching for details about a product or service. Keep user intent in mind before posting.

Social publishing tools can help you post your new content to most relevant social platforms. These tools, like Binary Fountain’s Social Publishing solution, allow you to create a single post and schedule it for distribution across multiple social media sites. Restrictions can be set in place to ensure all posts are reviewed, approved and scheduled by a supervisor before going public.

These additional controls within social media management tools are especially important for enterprise brands. They simplify the management of multiple locations and their local public outreach.

The Impact of Building a Social Community

Social media platforms give your business the power to reach potential customers every time they check their profile. This gives you almost limitless opportunities to connect with fans. According to BroadbandSearch, people spend an average of six years and eight months using social media over their lifetime. By comparison, the average time a person spends eating and drinking is three years, seven months.

We know users are plugged into what happens on social media. But that doesn’t mean they want or are excited to see your content. Users are typically interested in what their friends and family are doing. That’s where organic customer referrals can help.

Customers are using social media for digital word-of-mouth referrals when choosing businesses. Increasing the number of people who interact with your product or service increases the likelihood of additional views. Thus, you build a connection you wouldn’t have had before.

Additionally, there are probably people in private groups and messages asking for recommendations for the products or services you offer. Having an attractive profile on social media and a well laid out website will help you put your best foot forward.

Post engaging content on a regular schedule to develop a following. They will help you grow your brand and a community to support it.

Paid Advertisement: Boost Your Social Media Impact

Over 98% of Facebook’s first-quarter 2020 revenue came from advertising. Businesses are paying for advertisement space on social media because they’re seeing results. This is especially true for businesses interested in boosting brand awareness.

It can be hard selling executives on paid advertising if they are used to thinking of social media as “free.” Facebook allows you to post content to your existing audience for free. However, the percentage of audience members that will see your post in their feeds has been steadily declining.

Part of the reason for this decline is an increase in pages producing content for a finite audience. Facebook has also noticed that overexposure to advertising reduces user engagement and has adjusted its algorithm accordingly.

Paid placement greatly expands your reach by moving your posts above the fray and featuring them in prominent placements. And the cost to do so is surprisingly low. Some businesses have been able to reach as many as 200 visitors for $5 per day.

Even at such a low price, Facebook allows users access to exceptional targeting. Paying for social advertisements also allows you to be more focused on your marketing efforts. It allows you to reach new audiences by finding people with similar interests to your current customers. You can then place your business in front of them.

Using retargeting and custom lists, you are able to continue the conversation with customers based on their individual behavior. You’re able to show them the right product or service at the right time.

Businesses have used these features to push stalled leads down sales funnels, as well as find new qualified leads.

Monitor What Your Current Customers Are Saying

Social media isn’t always what you say to your audience, but what your audience says about you. Nothing can be more valuable to your business than real-time feedback from customers who are already invested in your business. You can discover this feedback through tools like Binary Fountain’s Social Listening solution.

Social listening refers to a brand’s ability to monitor and manage their online social presence using keyword tracking. It allows you to set and track relevant keywords across a wide range of different sites and platforms. It allows brands to monitor their mentions on both the macro and micro levels.

Social listening allows brands to track their mentions from Facebook reviews to Twitter complaints, comments on Reddit, and beyond.

Having all this knowledge on a single dashboard allows you to organize a social media management plan. It’s also invaluable for responding to all feedback quickly and effectively.

Comments, messages and engagement rates all help inform how a product, business, or idea is being received by the audience. The best social listening algorithms allow for advanced keyword-based targeting for more effective feedback analysis.

For example, if you want to focus on a specific region, you can input regional tags. If a customer mentions it alongside your company name you will receive a notification.

You can take advantage of segmented keyword tracking to focus your social listening on a specific aspect of your brand. This capability breaks target online mentions into streams or topics for deep analytics and reporting purposes.

Proper keyword configuration helps to magnify specific parts of your business and run a sentiment analysis to measure patient satisfaction.

Engage Your Customers with Review Responses

social-media-marketing-healthcareYour customers are already talking about you online. By engaging your audience when they have concerns or complaints, you are showing others your willingness to please customers. Engagement goes a long way to establishing a positive online reputation.

Similarly, if someone is saying good things about your business, you can reaffirm that sentiment by thanking the person. This highlights how much you appreciate your customers.

Social media is a chance for you to highlight positive customer experiences and quickly respond to negative feedback.

Remember, if someone says something negative about your business, respond politely, and professionally. Even if the customer reacts obstinately, your response will signal your concern for positive customer experiences to other users.

Social publishing is not only a powerful tool for brand promotion but also useful for replying to positive and negative reviews and comments.

Your social publishing dashboard will notify you when a user has responded to one of your posts across platforms. You can then respond in several ways, either within the dashboard or via the social media platform itself.

Manage Your Social Media Presence in One Place

Do you need help managing your social media presence? Binary Fountain’s social media management tools can help. Our suite combines publishing and listening technologies to help you manage, schedule and publish posts across multiple social media channels.

The software also allows you to monitor social media websites such as Facebook and Twitter on one platform. Tracking social media mentions gives you a real-time view into what customers are saying about your business. Spend more time acting on insights and improving your business, and spend less time collecting data.

Want to learn more about how Binary Fountain can manage your social media presence?

 

Schedule a Demo

 

To learn more about social media’s impact, browse these links:

About the Author

Kayla Zamary
Marketing Manager

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December 08, 2020

A Look Back at Binary Fountain’s Top Webinars of 2020

By: Kieran McQuilkin

A turbulent 2020 is nearing its end, and we’ve learned a lot – good and bad – about online reviews and reputation management. To find recovery and growth opportunities for 2021, we want to look back on the webinars that marketers and customer experience pros found most insightful this year. In 2020, these tech-savvy professionals wanted to know how to attract and monitor…

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webinars-2020A turbulent 2020 is nearing its end, and we’ve learned a lot – good and bad – about online reviews and reputation management. To find recovery and growth opportunities for 2021, we want to look back on the webinars that marketers and customer experience pros found most insightful this year.

In 2020, these tech-savvy professionals wanted to know how to attract and monitor reviews coming from more online sources than ever.

Multi-location marketers in all industries also increased their focus on adding social media and text-based campaigns to reputation management strategies.

Binary Fountain’s dozens of webinars this year looked to break down those topics, from Google ratings and Facebook recommendations to listings management tools and review response strategies. Now, your peers have spoken – the list below features Binary Fountain’s most popular webinars from 2020.

Want to pump your marketing muscles before the year winds down? Check out one, two, or all six of our top webinars. Or, for a full list of our recent webinars, infographics, e-books and blog posts, click here.

Here are Binary Fountain’s most popular webinars of 2020:

1. What Healthcare Consumers Want in 2021: Breakdown of Key Survey Results

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For the fourth consecutive year, we surveyed U.S. healthcare consumers to understand their current preferences, frustrations and influences throughout the digital patient experience. In 2021, healthcare marketers and patient experience professionals must work together to meet patients at their time of need and match their rising expectations of quality care.

In this webinar, Healthcare Success CEO Stewart Gandolf joins Binary Fountain’s Aaron Clifford to unveil results from the 2020 Healthcare Consumer Insight & Digital Engagement survey. They offer data-driven tips and strategies that you can use to improve your healthcare brand’s reputation, maximize your online presence, and ultimately drive new patient revenue.

What you’ll learn:

  • How patients find doctors online and use reviews/ratings to make care decisions.
  • Which factors matter to healthcare consumers throughout the digital patient journey.
  • Where patients leave reviews and how to generate feedback on local listings and provider pages.

 

2. 8 Steps to Rewire Customer Relationships Disrupted by Pandemic (ft. Jay Baer)

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In this next normal, we can assume nothing regarding what customers know about businesses. Binary Fountain and Rio SEO teamed up for a special webinar featuring Jay Baer, giving marketers a framework for kickstarting changes to customer experience touchpoints.

Baer, founder of Convince & Convert and best-selling author, offers concrete steps toward rebuilding customer knowledge (including ratings and reviews), retraining your team, and regaining your competitive advantage.

What you’ll learn:

  • How to protect customer relationships you’ve already earned and take this opportunity to grow your market share.
  • Ways to inform consumers of changes, making products and services more relevant and easier to buy.
  • How to update your website and push highly relevant information to all platforms, from email to Instagram.

 

3. COVID-19 and Healthcare Marketing: Should You Freeze, Pivot or Push Forward?

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As COVID-19 continues its spread, healthcare marketers are using digital tools to inform their communities, update their local listings and manage the ongoing crisis. Healthcare professionals pivoting their communications for COVID-19 need to fit social monitoring into their strategies to gather valuable information for potential and current patients.

In one of many coronavirus-focused webinars in 2020, Healthcare Success CEO Stewart Gandolf joins Binary Fountain to discuss specific ways healthcare marketers can leverage social media and online listings to support frontline providers and engage their communities.

What you’ll learn:

  • How to reallocate marketing budgets and strategies given shifts in consumer behavior.
  • Adjustments to brand communications that offer information and empathy.
  • Pivoting digital marketing initiatives and building a robust multi-location online presence.

 

4. How a Multi-Specialty Physician Group Leverages Patient Feedback

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As the healthcare consumer journey changes, prioritizing patient experience enhancements requires monitoring real-time feedback across all your services – physical or virtual. Successful organizations are identifying high-priority practices and initiatives that will provide the best return on their investments.

In this webinar, a large national physician group provides tips for using patient feedback to prioritize patient experience improvements at scale. You will learn how it uses survey and review data to benchmark provider performance across 450 practices, garner buy-in for telemedicine initiatives, improve care outcomes, and more.

What you’ll learn:

  • Ways data from surveys and online reviews can help identify patient experience priorities.
  • Examples of implementing healthcare process improvement programs at scale with limited resources.
  • How to report patient experience metrics and connect online reputation to business objectives.

 

5. Ask an Expert: How to Optimize Your Listings for COVID-19 Reopening

Watch Now

Online listings are the cornerstone of healthcare marketing initiatives in the wake of COVID-19. But search algorithms, listings platforms and consumer behavior are changing by the day.

In this webinar, Ben Fisher, a Google My Business Platinum Product Expert and founder of Steady Demand, joins Binary Fountain to cover the most important listings platforms and features to monitor as healthcare organizations look to resume services and attract patients to resuming care.

What you’ll learn:

  • Which listings features healthcare marketers use to keep consumers informed at a local level.
  • Key elements of Google Search and Google My Business that will improve your brand’s online presence.
  • Ways to promote telemedicine and other virtual services through third-party listings and social media.

 

6. Webinar Series: Tips for 2021

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Finally, we have our Tips for 2021 webinar series to round out the year. We’re hosting healthcare industry thought leaders to give their best advice about digital marketing, listings management, review monitoring, content creation, and patient experience.

Plus, we know you’re busy, so each webinar is just 15 minutes long! We’ll also send on-demand recordings to each registrant following the webinars. So, if you can’t make it for the live session, please register anyway and keep an eye on your inbox.

Register below for on-demand and upcoming webinars from our Tips for 2021 webinar series:

 

For a full list of Binary Fountain webinars, click here.

 

About the Author

Kieran McQuilkin
Content Marketing Specialist

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December 03, 2020

How to Improve Employer Brand

By: Kayla Zamary

Capable and driven employees are valuable to your organization’s success. However, attracting top talent is not a game of chance. High quality job candidates seek positions with companies that current and former employees will vouch for. Therefore, online reviews play a vital role in whether or not your business receives interest from highly skilled applicants.  Of…

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improve-employer-brandCapable and driven employees are valuable to your organization’s success. However, attracting top talent is not a game of chance. High quality job candidates seek positions with companies that current and former employees will vouch for. Therefore, online reviews play a vital role in whether or not your business receives interest from highly skilled applicants. 

Of course, no two reviews are the same. Some are unflinchingly positive or negative, while many are more nuanced. To complicate things further, employees may leave reviews on a number of different platforms, such as Indeed, Glassdoor, Comparably, social networks, or somewhere else. Keeping track of all your reviews and determining whether or not they might favor your employer brand is no easy task. 

Why Managing Your Employer Brand Matters

According to Randstad’s 2020 employer brand research for the USA, 80% of workforce leaders agree that a strong employer brand has a significant impact on their ability to hire great talent.  

Half of candidates say they wouldn’t work for a company with a bad reputation – even with a pay increase. In fact, the No. 1 obstacle to candidates in the application process is not knowing what it’s like to work at an organization. As a result, 52% of candidates first seek out the company’s website and social media to learn more about an employer. 

Essentially, attracting the best talent and keeping it long term is an uphill battle if you do not build a strong employer brand. But what are job seekers specifically looking for in an employer?  

Software Advice conducted a study that detailed the importance of receiving positive or negative ratings on Glassdoor’s five categories: compensation and benefits, work/life balance, career opportunities, culture and values, and senior management. The study found that compensation was the most important factor in both attracting and turning away employees and that negative reviews of senior management weighed more heavily than positive reviews. 

Of course, every candidate will value these five categories (and others) differently. Your employer value proposition must take all of these factors into account and seek to improve each one. 

Job seekers are using sites like Glassdoor and Indeed to look at job openings, post their resumes and research companies. They also want to know about other candidates’ experiences in the interview process, as well as the company’s work environment and company culture. Chances are that prospective candidates are going to ignore your career listings if they see negative reviews from existing employees.

The bottom line is that candidates are watching for more than a simple listing on a career page. The best candidates are very intentional about doing their research. They’re looking into what the experiences of others have been, meaning businesses must embrace employer branding strategy. 

Three Ways Companies Can Improve Employer Brand

 

1. Personalize your profiles to each candidate persona

You can post an up-to-date logo and create content based on who you want to attract. Glassdoor actually allows you to create a personalized view of your profile for up to four different audiences based on their background, such as engineering, creative, sales, etc.

2. Update your profile often

Candidates are much more likely to get excited about working for a company if they can see the latest milestones, product releases, community service, and other employer branding content. This is especially true when compared to companies that are a mystery due to a lack of available, up to date information or posts. Updating your profile often lets you show potential candidates why your company is a great place to work.

3. Track and respond to reviews

Many platforms alert you when someone leaves a review or comments on a post. On Glassdoor, you can feature positive reviews on your profile so that they are the first reviews job seekers see when researching your company. It’s also important to keep track of your reviews to stay in tune with what’s going on in your business and if there are any common threads that need to be addressed to shift the culture into a better place for candidates.

How to Ask Your Employees for Feedback

You cannot expect every employee to love everything about their time with your business. That said, you should not shy away from a negative review.  

A bad review is more valuable than no review at all. For one thing, this type of criticism will open your eyes to areas that need improvement. Additionally, job seekers are likely to question employers with only positive feedback or few reviews, as these indicate a lack of engagement, sincerity or something suspicious. Therefore, asking your employees for feedback is vital for improving your operations and your reputation management strategy. 

When asking your employees for reviews, you must be mindful of your approach. For new employees, wait about 90 days before requesting feedback. This provides a wide enough window for them to assess their feelings and report on them honestly. Do not pick and choose who you ask, as cherry-picking positive reviews can backfire. 

Also, encourage honesty and make clear that negative feedback will not be met with punishment or disappointment. And remind everyone that leaving a review is optional. No one should feel obligated to air their opinion.

employer-brand-webinar

When requesting feedback, look at your current ratings on different platforms to see which ones could use more attention. Reputation management software can help you easily view this data.  

And finally, send these requests to your people via email or text to make the process easy for them and yourself. Just make sure you send these requests at reasonable and optimal times, such as during the workday or shortly after work. Avoid sending requests late at night, early in the morning or on weekends and holidays. 

Best Practices for Responding to Employee Reviews

Whenever you receive a review from an employee, you should take the time to craft a response. This goes for positive and negative reviews alike. Replying to all reviews signals to job seekers that you are committed to receiving criticism and making changes accordingly. That said, just as you must be tactful in how you ask your employees to leave a review, you must respond to each review with care. 

As a general rule, be courteous and professional when responding to reviews. Think of what your best potential hires will think when reading your response as you craft it. If you display fairness and professionalism in your public reply, it reflects well on your brand.  

If the reviewer purposefully left their name out of the review but you think you have an idea of who it might be, do not include their name. Be warned, your assumption might be wrong. But even if it is dead on, there is nothing to gain by unmasking an anonymous source.

Even if you feel a negative review is unfair or mean-spirited, present your brand as the bigger person. A good rule of thumb when responding to feedback is to adhere to the three “A”s: acknowledge, articulate and advise. Following this blueprint will help you learn from your mistakes, convey your message (stick to the facts), and reveal a path forward that will improve your business. 

How Binary Fountain’s Employer Brand Solution Helps Attract Top Talent

Knowing how to properly ask for and respond to employee reviews will help you boost your brand as job seekers look for the best employers. However, without proper reputation management solutions, you will have a hard time knowing where to focus your efforts. 

Binary Fountain’s employer brand gathers your brand’s reviews and ratings from sources like Glassdoor and Indeed, analyzes review data, and provides detailed insights into your brand’s performance across locations and against competitors. You can also hone in on specific employee satisfaction categories, such as growth, benefits, recognition, feedback and more. Navigating these sections will highlight areas that need improvement within your organization, which is necessary for retaining top talent. 

Attracting the best candidates for your business requires a reputation management solution that covers all the bases. Binary Fountain’s employer brand software provides the data, insights and control to manage your brand and culture to assist your employee advocacy efforts, boost your retention rate, and empower you to hire people from the best possible pool. 

Click here to learn more about our Employer Brand solutions. 

For more reading on how to improve your employer brand, see these resources: 

About the Author

Kayla Zamary
Marketing Manager

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December 01, 2020

6 Healthcare Marketing Tips for the 2020 Holidays

By: Kieran McQuilkin

The holidays are upon us, and every year brings new marketing opportunities for your healthcare organization. Of course, 2020 is a historically different year, as coronavirus and flu season come together. There may be fewer patients looking for services, but a successful healthcare marketing strategy can counteract a slower holiday season for your medical practice. Your online presence is always evolving – even during…

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healthcare-marketing-holidaysThe holidays are upon us, and every year brings new marketing opportunities for your healthcare organization. Of course, 2020 is a historically different year, as coronavirus and flu season come together.

There may be fewer patients looking for services, but a successful healthcare marketing strategy can counteract a slower holiday season for your medical practice. Your online presence is always evolving – even during COVID-19, and even during the holidays.

To make sure your prospects and patients seek care from your providers, you need to know which digital healthcare marketing campaigns will convert them.

Here are seven healthcare marketing tips you can use to promote your medical practice, engage loyal patients and attract new business over the 2020 holidays.

1. Update Website and Local Landing Pages

Our 2020 survey of healthcare consumers showed that patients search for doctors on hospital/facility websites more than any other source. Healthcare marketers need to ensure their website is not only well-designed, but also properly updated.

Update your hours for the holidays on your website and physician profile pages to offer patients transparency when they book an appointment. Moreover, updating your website to reflect the holidays helps connect with your current patients and shows prospective patients that your organization cares about the customer experience.

To gain potential patients’ trust, display star ratings and recent patient feedback prominently on physician profiles. Moreover, be transparent on your website about safety precautions, service policies, virtual care options and other changes related to COVID-19.

Remember that content is key to your website’s online visibility. Post key information, recent photos, and other location-specific content on your webpages and other listings. Even a simple holiday image on your homepage or blog makes your providers look more festive and up to date.

If your healthcare practice has a blog, now is a great time to write specific, helpful content around the holidays, flu season and coronavirus. Topics could include navigating the holiday season during COVID-19, ways to stay healthy during the holidays, healthy recipe ideas, or dealing with holiday stress. Your audience is constantly searching for useful content, so make it easy to find on your site.

2. Optimize Healthcare Facility Listings

A prominent, complete and accurate online presence is essential to every healthcare marketing strategy. It’s even more important during the holidays, when people travel widely and your staff may have less time to field questions.

Your healthcare facilities’ listings on Google My Business, Vitals and Zocdoc are just as important as your website. Presenting a positive, robust brand image on these platforms will draw in residents searching locally.

If you have special holiday hours, communicating that to patients online should top your healthcare marketing list over the holidays. Plus, telemedicine and virtual care availability should be prominently displayed across your listings.

According to data from Binary Fountain healthcare clients, click-to-calls from GMB have skyrocketed since February. Make sure directions and updated contact information are displayed on Google MapsApple Maps and other listings.

Healthcare organizations should also harness the power of photos on Google My Business listings along with updating location details. Add high-quality, recent photos that have good lighting and that feature your staff, facilities and services.

3. Email and Text Message Marketing

Your marketing strategy should include location-specific email and text campaigns over the winter. These two marketing channels can help you stay top of mind, encourage appointments, and build a lasting relationship with patients.

Through feedback data, find out what patients want and need, and offer something of value by email or SMS text. An easy first step is to share important health information with certain patient populations, like flu shot reminders for pediatric parents or updated hours for physical therapy.

Whether it’s a referral offer, safety update or review request, keep the message simple and helpful. And choose your times wisely: Send email and text campaigns on the days patients are most likely to schedule an appointment or leave a review.

Willis-Knighton Health System used mass text messaging campaigns to send immunization reminders to 45,000 pediatric parents and guardians during COVID-19. It reported a 60-100% increase in average online appointment bookings in the three following months.

4. Holiday Social Media Marketing

Social media is a quick, simple way to connect with your patients over the holidays. December presents an especially great opportunity to post on Instagram, Facebook, Pinterest, and Twitter.

tips-2021-content-webinarIt goes a long way to get your entire organization in on holiday social media marketing. Encourage your providers, staff and patients to share photos of holiday moments and tag your brand to boost engagement.

Emphasize a personal connection. Share holiday memories from your providers, employee holiday photos, family recipes, playlists and other posts. Engage directly with patient’s posts, when you can, and communicate consistently throughout the month.

As always with social media, the key is to be specific with targeting features, like geographic location, income and age. Social media management tools can help you draft, approve, schedule and post this engaging content across your profiles.

Most of all, your holiday social media marketing strategy requires compassion and empathy in 2020. The themes of goodwill and togetherness should permeate your online presence through December.

For more tips on mastering social media, read our free, downloadable e-book, “Guide to Social Media Marketing for Healthcare.”

5. Generate Reviews Over the Holidays

The warmer your patients find their experience receiving care from your providers, the more likely they are to post a review that could reach thousands of people. Make sure to ask patients to take post-visit surveys or leave reviews through email and text campaigns.

Review generation is highly beneficial for your star ratings and search rankings. But not every review is positive. Healthcare marketers need to respond to negative reviews quickly and compassionately over the holidays.

If you do have negative reviews on sites like Google, Facebook or Healthgrades, consider taking these steps:

  • Ask long-standing patients to post reviews on a specific review site.
  • Address all negative comments, publicly, across each platform.
  • Create review response templates for your teams to use across all service lines and locations.

Remember that your staff is the key to a positive patient experience. But the holiday season brings enormous additional stress this year. That makes it invaluable to understand your team’s challenges and make them feel appreciated.

Asking for employee reviews, through internal surveys or sites like Indeed and Glassdoor, can do wonders for employee satisfaction. You can learn the real-time pros and cons of working at your healthcare organization. And, simply by asking for feedback, you’re acknowledging the value your providers and staff add to your business.

6. Measure Holiday Marketing Success

No matter the initiative, healthcare brands need to ensure their holiday marketing is measurable. Tracking the marketing and reputation mangement ROI this year can create an even more profitable campaign in (a more normal) 2021.

Survey current patients to learn more about their problems, needs and preferences; and use that feedback data to improve. When you understand the patient experience, you know what prospective patients want to see in your marketing and on your listings.

These quick marketing tips are small but effective ways to enhance the patient experience – one of the most powerful marketing tools in your arsenal this season.

Most of all, the holidays are about goodwill and gratitude. Your brand can reflect those values across your web presence on its path to engaging patients, providing care, and keeping communities healthy.

 

Read more about healthcare marketing and reputation management for medical practices:

About the Author

Kieran McQuilkin
Content Marketing Specialist

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November 30, 2020

6 Tips for Apartment Marketing Over the 2020 Holidays

By: Kieran McQuilkin

Apartment leasing traffic is historically slower during the holidays. Of course, this is a historically different year. However, despite the many challenges facing property renters this winter, the 2020 holiday season still can present opportunities to savvy apartment marketing pros. Apartment marketers may have more time to focus on resident satisfaction, as well as prospects who have already contacted the leasing…

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apartment-marketing-holidaysApartment leasing traffic is historically slower during the holidays. Of course, this is a historically different year.

However, despite the many challenges facing property renters this winter, the 2020 holiday season still can present opportunities to savvy apartment marketing pros.

Apartment marketers may have more time to focus on resident satisfaction, as well as prospects who have already contacted the leasing center or taken a virtual tour. Many residents will be relocating to new cities and the suburbs, and others will be eager just to find a new place to spend the holiday season after a difficult year.

Digitally focused apartment marketing professionals and multifamily marketing agencies must tailor their marketing campaigns to beat competition to the relatively small amount of renters who need to move over the holidays.

In this post, we offer six apartment marketing tips you can use during the 2020 holidays and into the new year.

1. Update Property Websites and Landing Pages

When residents look for a new place to live, they’ll search through property websites. Property managers need to ensure their website is not only well-designed and professional, but also properly updated. If not, you can lose out on potential residents looking for real-time information.

Updating your website design to reflect the holiday season helps connect with your existing residents and shows future residents that your rentals are up to date. Additionally, you can make sure promotions, Facebook ads and Google ads direct prospects to a location-specific landing page.

To gain potential tenants’ trust, display star ratings and recent resident feedback prominently on apartment/community pages. Be transparent on your website about safety precautions, amenity policies, virtual tours and other changes related to COVID-19.

Remember that content on your landing pages, reviews and testimonials, apartment photos, videos and apartment descriptions all weigh into your website’s online visibility.

If your property management group or apartment community has a blog, this is a perfect time to write holiday-related posts. You could offer advice on navigating the holiday season during COVID-19, ways to stay healthy during the holidays, apartment-decorating ideas, or dealing with holiday stress. Your audience is always searching for timely content, so make it easy to find on your website.

2. Optimize Apartment Listings

Your multifamily community’s listings on Google My Business and other directories like Apartments.com and Trulia are just as important as your website. Presenting a positive, complete image on these platforms will draw in residents searching locally.

Depending on coronavirus regulations, people still will search for directions to apartment communities to visit friends and family. And prospects will call for coronavirus-related information. Make sure directions and updated contact information are displayed on Google MapsApple Maps and other listings.

If you have special holiday hours, communicating that to residents and prospects should top your apartment marketing list over the holidays. Plus, virtual tour availability should be prominently displayed across your apartment listings.

Property managers should harness the power of photos on Google My Business listings along with updating location details. Use good lighting and a wintery backdrop outside, and capture high-value amenities inside like gyms, smart package lockers and concierge services.

3. Encourage Resident Reviews

While attracting new residents over the holidays, don’t let your current residents go unnoticed.

ebook-online-reputation-management-ROIThe warmer your residents find their experience living in your communities, the more likely they are to post a review that could reach thousands of people in your area. Make sure to ask residents to post reviews, on your website and through email and text campaigns.

Review generation has myriad benefits for star ratings and search rankings. But they aren’t all positive. Property managers also need to respond to negative reviews quickly and compassionately over the holidays.

If you do have negative reviews on sites like Google, Facebook or Yelp, consider taking these steps:

  • Ask long-standing tenants to post reviews and display them on your website.
  • Address all negative comments, publicly, across each platform.
  • Create review response templates for your teams to use across all locations.

In many ways, your staff is the key to a positive resident experience. But the holiday season brings extra strain and stress this year. That makes it invaluable to understand your team’s challenges and make them feel appreciated.

Asking for employee reviews, through internal surveys or sites like Glassdoor and Indeed, goes a long way toward employee satisfaction. You can learn the real-time pros and cons of working at your property management company. And, simply by asking your employees for feedback, you’re acknowledging the value they offer to your business.

4. Holiday Social Media Marketing

December presents an especially great opportunity for property marketers to post on Instagram, Facebook, Pinterest and Twitter.

Social media is a quick, simple way to connect with your resident base over the holidays, by emphasizing a personal connection. Share holiday memories from your communities, employee holiday photos, family recipes, playlists and other posts.

It goes a long way to get your entire community in on holiday social media marketing. Encourage both your staff and your residents to share photos of holiday moments and tag your brand to boost engagement.

As always with social media, the key is to be specific with targeting features, like geographic location, marital status, income and age. Social media management tools can help you draft, approve, schedule and post this engaging content across your profiles.

Most of all, your social media marketing strategy needs extra empathy and compassion in 2020. The themes of goodwill, togetherness and gratitude should permeate your online presence through December.

5. Email and Text Message Marketing

Your apartment marketing strategy for the holidays should include location-specific email and text campaigns. These two marketing channels can help you stay top of mind with prospects and build a lasting relationship with residents.

Through feedback data, find out what residents and prospects need during the holidays and offer something of value by email or SMS text. You may want to share important health information your prospects want to know, like apartment-wide COVID-19 precautions for the winter.

Whether it’s a referral offer, safety update or review request, keep the message simple and don’t shy away from being a bit festive. And choose your times wisely: Send email and text campaigns on the days prospects and residents are most likely to schedule a tour or leave a review.

Moreover, the holidays are an opportunity to wish residents well and thank them for being part of your community in 2020. Personalized, location-specific marketing messages can earn that crucial extra bit of loyalty going into the new year.

6. Measure Your Holiday Campaigns

No matter the initiative, property managers should make certain their holiday marketing is measurable. Tracking the return on your investment this year can create an even more profitable campaign in (a hopefully more normal) 2021.

Survey current tenants to learn more about their likes, dislikes, needs and preferences; and use that feedback data to improve. When you understand residents’ needs, you know what prospective tenants want to see in your marketing and on your property listings.

These quick marketing tips are small but effective ways to enhance the resident experience – one of the most powerful marketing tools in your arsenal.

Moreover, the holidays are about goodwill and gratitude, and your brand should reflect that. By displaying your community’s sense of home online, you’ll give prospects the living experience they’re searching for and earn long-term loyalty from your residents.

Read more about apartment marketing and reputation management for multifamily properties:

About the Author

Kieran McQuilkin
Content Marketing Specialist

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November 24, 2020

Healthcare Marketing Tips: 6 Ways to Promote Vaccine Information Online

By: Aaron Clifford

Trust in healthcare providers has risen during the pandemic, and vaccines are on the horizon. So, healthcare organizations and local providers will be essential in communicating with their communities about these vaccines. Roughly half of Americans say they would get vaccinated for COVID-19, according to a new AP-NORC poll, but many are uncertain or would refuse to do so. The poll found…

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promote-vaccine-informationTrust in healthcare providers has risen during the pandemic, and vaccines are on the horizon. So, healthcare organizations and local providers will be essential in communicating with their communities about these vaccines.

Roughly half of Americans say they would get vaccinated for COVID-19, according to a new AP-NORC poll, but many are uncertain or would refuse to do so. The poll found 67% of people over age 60 say they’d get vaccinated, compared with 40% who are younger.

The survey suggests a vaccine would be no more popular than the yearly flu shot. Yet, healthcare marketers and communicators need to promote information and options for both this winter.

As local authorities on the topic, healthcare brands need to include content and keywords about vaccines and flu shots in marketing content, business listings, review responses and social media.

Your messaging will evolve as flu season progresses and vaccines are allocated and distributed. This article will cover the “where” and “how” your messaging on immunization can reach the right patient populations.

In this post, we offer useful tips to promote vaccine information online, inform healthcare consumers about vaccination options, and ultimately connect patients to your providers.

1. Promote Vaccine Information on Your Website

More than half of consumers use a provider, hospital or physician website to find care, according to Binary Fountain’s 2020 Healthcare Consumer Insight Survey. Your homepage, provider profile pages, and local landing pages need to stress the importance of vaccinations and flu shots – along with appointment scheduling options.

Early on, the education piece is important. Consider building FAQs about vaccines and linking to resources like the CDC Digital Media Toolkit for 2020-21 flu season. It includes details on events/activities, sample social media and newsletter content, graphics, web assets, and media prep material.

Transparency is equally important to earn the trust of patients who are hesitant about a quickly developed vaccine. Post verified star ratings and patient feedback to your website’s provider profile pages, and update each page with information about that provider’s vaccine and flu shot services.

2. Update Listings on Google My Business and Google Maps

When you need in-person medical services, like a flu shot or vaccine, local search is your first stop.

According to Binary Fountain client data, there are now about 8% fewer monthly 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 17% from late-February click volume. Meanwhile, clicks to phone calls have increased by 45% from pre-outbreak levels.

Healthcare marketers should seize opportunities to mention flu shots and coronavirus vaccine information in your local listings. Every local business listing on Google My Business and Google Maps should include immunization information – even if that means saying you don’t have them.

To create the most engaging content, use search data to see what pulls consumers into your website and directly address their frequent questions.

Recent trending coronavirus questions on Google in the U.S. are related to vaccines, lockdowns and the virus’ spread.

  • Is there a vaccine for coronavirus?
  • What states are on lockdown?
  • When will coronavirus vaccine be ready?
  • Why are Covid cases increasing?
  • Who is most at risk for the coronavirus disease?

“These are specific questions,” Aha Media Group President Ahava Leibtag said in a recent webinar. “People are drilling down into what matters for them, so in your content, be as specific as possible answering their questions.”

You can see November’s coronavirus search trends from Google here. Plus, learn key tips heading into 2021 from Google My Business Platinum Product Expert Ben Fisher in this webinar.

Google has a current feature – in partnership with Castlight – allowing healthcare facilities to display COVID-19 testing availability. It’s possible it will create a similar feature for coronavirus vaccine availability.

3. Send Vaccine Information Through Text Message Campaigns

willis-knighton-vaccine-immunication-textPreventative health vaccines have dropped off during the pandemic. Engaging those hesitant patients once again is both a challenge and an opportunity. Text messages are one of the best ways to get their attention.

With click-through rates up to 39%, SMS messaging is a powerful and underutilized tool. Not to mention, nearly one-third of respondents in our 2020 Healthcare Consumer Insight Survey say they prefer receiving information from local healthcare providers via text.

Using mass text messaging campaigns, you can stress the importance of immunizations to different segments of your patient population. Provide links to local landing pages with informational materials, educational videos, physician information, available services, hours and appointment booking options.

Willis-Knighton Health System used text messaging campaigns to send immunization reminders to 45,000+ parents/guardians for its pediatric clinics. The texts were sent out in minutes, but helped increase immunization appointment bookings for months.

4. Leverage Social Media Networks to Promote Vaccine Info

Social media is essential for taking control of your brand narrative and promoting vaccine information. With little upfront cost and effort, you can disperse positive and factual information encouraging people to protect themselves through immunization.

Of course, vaccine marketing messages will flood media channels this winter. It won’t be easy to stand out, as pharmaceutical companies, industry groups and government agencies publish information about vaccine availability and safety.

Connecting your brand with these social media movements, national marketing campaigns and hashtags will bring you success on social media this winter. For example, you can retweet Pfizer’s upcoming COVID-19 shot safety campaign or support campaigns like “Stronger” that are supported by your industry’s trade association. You could also use videos, infographics or social post templates from the American Association of Pediatrics.

Some organizations use a social listening platform to target keywords, helping them engage at the right moments, with the right audience. That way, they know where patients spend time online, which campaigns they engage with on social media, and how to join those conversations.

Even when you promote crucial vaccine information, social media content should be short and visual. The infographic approach, Ahava Leibtag says, is easily usable on Instagram, Facebook and Pinterest. And since a large portion of your flu-focused audience will have a caretaker role, they will frequently surf those and similar sites.

5. Monitor Reviews and Prepare Review Responses

According to our healthcare consumer survey, 60% of people have changed their outlook on patient reviews following the COVID-19 outbreak. Marketers need to use reviews this winter to alleviate fears in a digital, highly visible public forum.

Your reputation management strategy, especially with review monitoring, is key to controlling your brand’s image online as COVID-19 vaccines roll out. After all, patients read an average of nine reviews before choosing a provider. Responding to reviews with helpful, forward-looking information can effectively counter misconceptions and answer questions for future readers.

“It’s all about parents wanting to feel like they have a say in the matter,” Pete Harvey, creative director/partner at advertising agency barrettSF, told Time. “If you say they shouldn’t, they dig their heels further.”

Make sure to have review response templates ready for vaccine-related and flu shot-related reviews – both positive and negative. You might also link to a coronavirus FAQ page in responses to reviews with common concerns, to save time for your staff. Furthermore, using review management tools with assignment and approval features can keep messaging consistent across your brand’s listings.

6. Expect Some Pushback About Vaccines

The AP-NORC survey found 31% of people weren’t sure if they’d get vaccinated. Another one in five said they’d refuse. There is clearly room to convince people through high-quality marketing content.

Consider partnering with influencers to promote vaccine information to skeptical audiences. Even Elvis helped out with a vaccine campaign. You can also take small, everyday actions like blocking, reporting and warning others about vaccine misinformation.

Of course, not every negative review or PR crisis can be avoided as winter comes and COVID-19 vaccines are distributed. Monitoring the online conversation around immunizations and around your brand, along with 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. Engage your communities quickly regarding vaccines, and understand the root cause of patient experience problems to add a protective layer to your online reputation.

Read more about healthcare marketing and protecting your online reputation:

About the Author

Aaron Clifford
SVP of Marketing

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November 23, 2020

How to Get Your Business on Google Maps

By: Kayla Zamary

Knowing how to get on Google Maps is absolutely essential for attracting new customers to your business. Having your business properly listed and appearing in search results can be the difference between making it big and being forgotten. This can be even more true when you share a location with another small business, or maybe…

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Knowing how to get on Google Maps is absolutely essential for attracting new customers to your business. Having your business properly listed and appearing in search results can be the difference between making it big and being forgotten.

This can be even more true when you share a location with another small business, or maybe even several businesses. How can you let potential customers know exactly where you are and minimize confusion? Google Maps can be crucial for reaching new customers.

What is Google Maps?

Simply put, Google Maps is a free listing service that connects users with relevant goods and services in their area. Once a standalone application, Google Maps has evolved into a much more sophisticated tool called Google My Business (GMB). Business owners use GMB to help their business profiles show up in search results and update their listings online.

Google My Business is a one-stop-shop for businesses who want to take control of their online presence. With integrations to Google Analytics, AdWords and Google Maps, Google My Business is essential to search engine marketing.

If you have not already done so, set up a Google My Business account. Be sure to read our guide on How to Use and Optimize Google My Business for help setting up your account. Then, you’ll be ready for this article, which will focus specifically on Google Maps.

Step 1: Claim Your Business on Google Maps

The first step to getting your business on Google Maps is to make sure your business is not already listed. Many times, businesses have a spot already on the map but haven’t claimed their listing on Google.

To claim your business, go to your Google My Business dashboard and click “Manage locations” on the left-hand grey bar. Here, you’ll see a list of all your physical locations listed with Google, which will appear on Google Maps.

To add a new location, click on the blue “Add location” button, triggering a drop-down button. You’ll see options to add a single location and to import multiple locations at one time.

In this article, we’ll look at adding a single location. Clicking on this option will make a search field appear where you can find and manage your business. Type your business name to search for your business. If your business appears, claim it to manage your listing.

If you already have an existing listing, do not create a new one. Instead, verify that all of its information is correct, especially if you share a location with other businesses.  Include ample, specific information about your business on your listing and keep it up to date.

If your building includes suite numbers, multiple entrances or other notable factors, include them in your address. This helps both Google and search users understand where to find you.

Step 2: Add Your Business to Google Maps

Google automatically creates unclaimed listings for businesses. Unfortunately, new businesses and locations may not exist in Google’s index when you go to claim your GMB listing. This is normal, simply click “Add Your Business” and create your listing up to 90 days before you open.

The first piece of information you’ll need to give Google is your business’s name. The name you enter must match the name used on your website, business cards, logo, and other marketing and branding materials.

Confirm that your business’s name appears correctly before moving on to the next steps.

Step 3: Add Your Business Category and Services

Next, you will need to choose a primary category for your business. This helps Google and users know what kind of business you operate, and the services you offer. This is extremely important for Google’s ability to display your listing when people search for relevant terms.

For this reason, Google offers preset categories for each industry for you to select from. If you aren’t fully satisfied with the category options provided, just select the best one for now. You will have the opportunity to add subcategories later in the process.

Google also suggests services you can offer. If you don’t see a service you offer in these options, you can add a customized service name.

Step 4: Verify your Address, Contact Information, and Service Area

Next, you need to confirm your address and phone number to complete your NAP, or Name, Address and Phone number. You’ll also need to tell Google your website URL and which locations you serve.

If your business relocates or changes phone numbers, make sure to stay on top of your listing and change it. Nothing erodes trust faster for a consumer than not being able to contact or locate your place of business.

As a result, verifying the accuracy of your address, contact information, and service area are critical.

Use Google’s mediation system if you are encountering an issue because you share a location with another active business. Another common issue is your business’s address being “controlled” by a business that no longer operates there.

You can report an error on Google Maps, such as incorrect street names, missing roads or erroneous marker locations. You can also request access to a listing that was previously verified by another business or individual in your organization.

And finally, you can report and remove duplicate locations. Do this to ensure search users find your business instead of unmanaged and inaccurate duplicate listings.

Step 5: Verify Your Business

Google will send you a postcard with a verification PIN to the location you provided in 1-2 weeks. You may also be given the option to receive your PIN via text, though this is not always applicable.

Once you receive the card, verify your business location right away by following the instructions on the card.

You would be surprised how many businesses throw away their verification PIN because an employee thought it was junk mail. Make sure to communicate with your staff that you are expecting a verification postcard from Google. You should also communicate this to any other parties you share an address with.

Step 6: Get Google Reviews

You’ve taken some important first steps, but having your business show up in local search results isn’t guaranteed. You’ll need to continue to optimize your Google my Business listing as well as get quality reviews from customers. Doing so will help you to move up in the rankings and have your business show up first in local listings.

Online reviews are a ranking factor for organic search results. They also factor into review rich snippets and the coveted “Local 3-Pack” that Google offers searchers.

Need Help with Your Reviews or Listing?

Binary Fountain offers businesses a simple way to manage their online business listings with our patented reputation management software. We know that by using our platform, we can help you reach your business goals.

Schedule a Demo

About the Author

Kayla Zamary
Marketing Manager

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November 20, 2020

[Infographic] The Patient’s Digital Journey Map

By: Kieran McQuilkin

There are five main steps on the digital patient journey map, and each one is an opportunity to deliver patients an exceptional experience. In this infographic, you’ll find new insights from leading healthcare systems’ reputation management initiatives and our fourth annual Healthcare Consumer Insight & Digital Engagement survey to understand crucial touchpoints along the modern…

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digital-patient-journey-map-infographicThere are five main steps on the digital patient journey map, and each one is an opportunity to deliver patients an exceptional experience.

In this infographic, you’ll find new insights from leading healthcare systems’ reputation management initiatives and our fourth annual Healthcare Consumer Insight & Digital Engagement survey to understand crucial touchpoints along the modern healthcare consumer’s path to care.

View Full Infographic

 

1. Finding a Doctor

When healthcare consumers start their patient journey searching for care:

  • 55% ask family and friends for recommendations
  • 53% visit a provider, hospital, or physician website
  • 44% use an online search engine

Meanwhile, third-party directories like Zocdoc, CareDash, Vitals and U.S. News & World Report all have seen triple-digit growth since 2018.

Prisma Health used Binary Star Ratings along with Press Ganey patient experience surveys to publish star ratings on physician profile pages. The transparency initiative increased appointment requests by 56% and quickly improved its CGCAHPS Rate Provider score.

2. Evaluating Care Options

Location is a top factor for 49% of healthcare consumers in evaluating physicians. Patients use multiple channels and tools in their decision- making process:

patient-journey-infographic-evaluate-doctors

Tidewater Physicians Multispecialty Group used Binary Fountain’s listings and reputation management solutions to optimize Google My Business pages, analyze patient feedback and improve quality of care. The initiative drove up patient experience and engagement metrics across the board.

3. Booking Appointments

Offer multiple channels for patients to schedule an appointment. Consumers are using third-party sites to book appointments nearly 70% more than in 2018. Plus, incorrect or missing contact information and services not being listed are the top booking frustrations for patients.

Willis-Knighton Health System used mass text messaging campaigns to send immunization reminders to 45,000 pediatric parents and guardians during COVID-19. It reported a 60-100% increase in average online appointment bookings in the three following months.

4. Evaluating Patient Experience

Time spent waiting to see the doctor was cited by 32% of survey respondents as the most frustrating part of the patient experience, followed by:

patient-journey-infographic-patient-experience

Temple University Health System used Binary Star Ratings to automate survey intelligence and publish physician directory pages across three medical groups. In one year, the reputation management program led to 53% higher review volume, including a 153% increase in Google Reviews.

5. Reviews and Surveys

Evaluating patient feedback can inform review generation strategies. Only 18% of consumers have never shared healthcare feedback on online platforms. The top sites where patients share their healthcare experiences online are:

patient-journey-infographic-sharing

And there’s much more. Check out the full infographic:

View Infographic

 

For more on patient experience and reputation management, you can visit our COVID-19 Resources Page and browse these articles:

About the Author

Kieran McQuilkin
Content Marketing Specialist

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November 19, 2020

[HCIC 2020 Session Recap] Own Your Ratings: Using Review Campaigns to Power Brand Reputation

By: Kieran McQuilkin

Review generation is the secret weapon propelling digitally savvy health systems to the top of search rankings, provider directories and local listings. One of those savvy organizations, Baptist Health South Florida, joined Binary Fountain to talk about how its text-based review campaigns vastly improved star ratings for all its urgent care centers. In this session from the HCIC@home virtual conference, Baptist Health…

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webinar-hcic-2020-baptist-healthReview generation is the secret weapon propelling digitally savvy health systems to the top of search rankings, provider directories and local listings.

One of those savvy organizations, Baptist Health South Florida, joined Binary Fountain to talk about how its text-based review campaigns vastly improved star ratings for all its urgent care centers.

In this session from the HCIC@home virtual conference, Baptist Health communications director Valeska Valencia walks through how the healthcare organization used reputation management strategies to plan review generation campaigns, craft its messaging, target and engage its audience, and improve the patient experience across all its locations.

Here are some key takeaways from the session:

The Problem for Baptist Health

The Baptist Health marketing team’s digital advertising campaigns were not efficiently attracting patients to urgent care facilities. Before looking at producing marketing materials, this time, Valencia’s team looked at Google ratings.

The urgent care locations had historically low star ratings on Google Reviews, driven primarily by a lack of review volume. Some locations had lifetime review counts in the single digits.

“Consumers searching for ‘urgent care near me’ on Google were not frequently seeing Baptist Health listings,” Valencia says. “So, the way I see it, reputation is revenue.”

Meanwhile, local search results are crucial when quick care is needed. According to Binary Fountain’s recent survey, 49% of consumers say location is a top factor for choosing a care provider. And reviews are a top factor for 35% of consumers, who read an average of nine reviews before selecting a provider.

The survey results mirrored Valencia’s experience at Baptist Health, where consumers were using Google more than any other platform to both search for care and leave reviews.

“Google was where we were hurting, and that’s where people are searching for urgent care facilities and leaving reviews,” Valencia says.

In a nutshell, Baptist Health needed to generate more reviews for its urgent care centers to improve their star ratings and search rankings, Valencia says. So, it engaged Binary Fountain, who already supplied its review management solution, to launch Mobile Testimonial campaigns.

BHSF Mobile TestimonialThe Mobile Testimonial Campaigns

Identifying the need to capture real-time patient feedback, Baptist Health leveraged SMS text-based testimonial campaigns to dramatically increase Google review volume while improving its brand reputation and online visibility.

The marketing department used feedback data from Binary Fountain’s review management platform to figure out which urgent care locations to target for improvement.

For the best potential conversion rate, text messages were an easy choice over email. According to Binary Fountain’s 2020 healthcare consumer survey, 29% of consumers want to hear from providers via text – more than ever before.

Baptist Health started its first mobile testimonial campaigns in December 2019 with a goal of reaching a minimum 4.0 star rating and 100 reviews for each location. It automatically sent texts between 5 and 7 p.m. ET, when patients were likely available, making it easy to provide feedback.

The campaigns showed significant positive results within 30 days, and have continued strongly since then.

Results: Review Volume, Ratings & Search Rankings

In six months, Baptist Health’s text messaging campaigns delivered a 322% increase in online reviews across urgent care facilities, growing from 1,500 to 6,300. That includes April and May 2020, Valencia notes, during which Google had suspended new reviews.

With an average conversion rate of 15.2%, the campaigns increased ratings by an average of 0.8 stars in just six months – some adding 1.6 stars in that time. Now, every location has a 4.3 Google star rating or above.

Much of that improvement was due to review volume, Valencia says. More than 90% of locations using Mobile Testimonials now have more than 100 Google reviews, with an average of 353 reviews.

Given reviews’ impact on search rankings, Baptist Health now reports that it is getting ranked higher on search results because of the text message campaigns – which means more new patients. Plus, the influx of patient feedback gives its operations team the insights it needs to provide better care.

And there’s much more. You can read about Baptist Health’s mobile testimonial campaigns in this case study.

About the Author

Kieran McQuilkin
Content Marketing Specialist

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