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September 30, 2020

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

By: Kieran McQuilkin

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

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

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

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

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

Click here to watch the on-demand webinar.

 

Here are the key takeaways:

Healthcare Marketing in the Next Normal

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

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

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

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

Meeting Consumers at the Moment of Truth

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

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

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

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

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

Driving Patients to Take Action

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

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

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

 

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

 

Read more about converting patients through digital marketing:

About the Author

Kieran McQuilkin
Content Marketing Specialist

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September 28, 2020

What’s Changing for Healthcare Digital Marketing in 2021

By: Dana Munoz

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

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

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

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

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

 

5 Digital Marketing Trends For 2021 To Rebuild Your Healthcare Business

 

1. Voice-search optimization and long-tail keywords

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

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

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

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

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

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

2. Heightened healthcare content marketing

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

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

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

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

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

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

3. The importance of patient loyalty in 2021

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

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

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

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

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

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

4. Focus on infographics and video

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

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

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

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

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

5. Establish credibility on social media

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

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

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

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

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

Emerge Stronger in 2021 With These Healthcare Marketing Trends

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

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

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

Here are more recent posts about digital marketing for healthcare:

 

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

About the Author

Dana Munoz
SEO Content Manager

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September 22, 2020

How to Add Health and Safety Attributes to Your Google My Business Listing

By: Hannah Borchik

Trust and reassurance are more valuable than gold in the wake of COVID-19. To help businesses earn that consumer trust, Google My Business (GMB) has added health and safety attributes to business listings. The additions come as more consumer reviews are mentioning businesses’ health and safety measures, as well as enforcement. Those reviews can negatively influence online ratings, which erodes trust and impacts search rankings over time. Adding relevant, accurate attributes…

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coronavirus-covid19-online-reputationTrust and reassurance are more valuable than gold in the wake of COVID-19. To help businesses earn that consumer trust, Google My Business (GMB) has added health and safety attributes to business listings.

The additions come as more consumer reviews are mentioning businesses’ health and safety measures, as well as enforcement. Those reviews can negatively influence online ratings, which erodes trust and impacts search rankings over time.

Adding relevant, accurate attributes to your Google My Business profile has always helped differentiate your business on Google. Now, with consumers uncertain about how to interact with businesses, these new attributes offer peace of mind that will lead to more clicks, phone calls, appointments and the like.

In this post, we’ll explain how to add health and safety attributes to your GMB profile to reassure potential customers that virus-prevention protocols are in place.

What are GMB Health & Safety Attributes?

google-health-safety-attributes
A NICU using Google’s health and safety attributes.

Google’s update in early September added more GMB attributes for the retail, food and service industries. Businesses in these industries – which are vaguely defined for now – can add attributes to let customers know which safety measures are in place at each location.

You can label if your business requires appointments, requires masks for employees or customers, and if employee and customers get temperature checks.

Here are the five new health and safety attributes:

  • Appointment required
  • Mask required
  • Temperature check required
  • Staff wear masks
  • Staff get temperature checks

Qualifying businesses, including healthcare organizations, are beginning to see these available attributes on their Google My Business dashboards. They are also starting to appear on Google Search and Google Maps, both on desktop and mobile.

The health and safety options, which are category-dependent, are becoming more available for healthcare categories, and we do see them appearing on providers’ GMB profiles. We expect further rollout and will update this post with further guidance on where these attributes are available.

How to Add Health & Safety Attributes

When you edit your business information in Google My Business, you’re shown which attributes your business can have. Here is how to find and apply health and safety attributes:

  1. Sign into Google My Business.
  2. If you have multiple locations, open the location you’re managing.
  3. From the menu, click “Info.”
  4. Find “Add Attributes” and click “Edit.” You can search for attributes or scroll through available options.
  5. When finished updating your attributes, click “Apply.”

These new attributes will be visible to customers who find your company on Search and Maps – though they may not display immediately.

If you own or manage a healthcare profile, you can also edit the following information in the “Attributes” settings:

  • Whether your business offers online care.
  • Direct method to schedule and receive online care.
  • Provider gender information.

Available attributes on GMB depend on your businesses’ primary category – these new datapoints won’t display for every industry or vertical. The feature is still rolling out, so monitor your listings over the next few weeks to check for availability. You can also contact us here for a personalized discussion with one of our GMB experts about your local listings.

Other New Google My Business Features

Attributes help you stand out as a trustworthy brand in a digital economy teething with uncertainty.

ebook-build-healthy-online-reputationThey’ll help reassure customers, optimize your online presence and improve your ranking on Google Search and Google Maps.

But these features join a long list of COVID-19-related changes Google is making to instill confidence between consumers and businesses. Here are more Google My Business changes to monitor:

Binary Fountain has reputation management experts standing by to help you optimize listings across all your locations, maximize your discoverability online and bring customers through the door. Schedule a free local audit to learn more about how to improve your business listings.

Schedule Now

 

About the Author

Hannah Borchik
Account Director

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September 16, 2020

Tracking Coronavirus Search Trends on Google – September 2020

By: Kieran McQuilkin

The spread of coronavirus continues to change consumer behavior in September, whether from businesses reopening, events changing, or regional outbreaks causing further shutdowns. What’s clear is that uncertainty remains high. To understand patients’ current needs, healthcare marketers are looking to Google Search for guidance. While healthcare consumers grapple with changing hours, medical facility policies and the shift to telemedicine, search trends give us a picture of their concerns. Once the…

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coronavirus-search-trendsThe spread of coronavirus continues to change consumer behavior in September, whether from businesses reopening, events changing, or regional outbreaks causing further shutdowns.

What’s clear is that uncertainty remains high.

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

While healthcare consumers grapple with changing hours, medical facility policies and the shift to telemedicine, search trends give us a picture of their concerns. Once the search landscape is clear, healthcare organizations can address common questions in their local listings and brand communications.

In this article, we break down Google’s coronavirus search trends in September to understand what types of information healthcare consumers are looking for. Here are coronavirus search trends that digital marketers should monitor.

Search Trends for Healthcare Organizations

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

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

According to Binary Fountain client data, total searches for healthcare organizations haven’t yet returned to pre-pandemic levels, now at about 25% fewer weekly searches than in February.

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 a whopping 56% from pre-outbreak levels. Expectedly, weekly clicks on GMB profiles for driving directions are down about 15% since Feb. 24.

Healthcare marketers must ensure local listings have updated phone numbers, URLs, hours and contact information for each facility. Otherwise, they risk losing significant patient volume.

Google Searches for Coronavirus in September

For a full picture of the search landscape, Google Trends has daily updates for the top 100 places searching for coronavirus and the top related queries – what people type when searching for the virus.

On Sept. 15, the top coronavirus searches on Google in the U.S. were related to symptoms and general information. The past week’s highest-trending COVID-19 questions were:

  1. Who is the coronavirus czar?
  2. Is throwing up a symptom of corona?
  3. Is sneezing a symptom of coronavirus?
  4. When did coronavirus start?
  5. Is there a cure for coronavirus?

Like last month, the shorthand “corona” and “covid” are appearing more frequently, so they should join your keyword lists for any social listening initiatives.

The search engine is also keeping track of where people are searching for “testing.” This geographical indicator can help predict when local residents will need authoritative information from local healthcare providers.

Follow these instructions to get your coronavirus testing site listed on Google Search.

Meanwhile, searches including “during coronavirus” have surged in the past week, as consumers look to resume activities in many states. These Google searches include:

  1. Going to the dentist during coronavirus (up 4,100% in the U.S. this week)
  2. Is it safe to go to the gym during coronavirus
  3. Going out to eat during coronavirus
  4. Is it safe to stay in a hotel during coronavirus

News and information about COVID-19 risks – especially locally – are in high demand from consumers. As local authorities on the topic, healthcare brands need to include this information in brand communications, business listings, review responses and social media.

Other COVID-19 Google Trends

Though most searches regarding COVID-19 are currently related to tracking the spread and health guidelines, there are other coronavirus search trends in September that healthcare organizations should monitor. These searches offer insights into the other factors that can weigh into a patient’s decision to seek care.

Employment and economic uncertainty remain top of mind for consumers, with continued high search volume for unemployment benefits.

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

You should also be prepared for questions that arise as new updates reach consumers. For example, “can pets get covid,” “CDC high risk groups” and “families first coronavirus response act” all are trending in the past week.

Helpers Search on Google, Too

Not all coronavirus search trends are negative. Healthcare marketers can engage people who are searching for ways to help during the pandemic. Brands should answer these questions – on Google My Business, local landing pages and social media – about how to support local providers.

Google recommends the following methods of using its platform to help consumers and support healthcare workers:

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

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

About the Author

Kieran McQuilkin
Content Marketing Specialist

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September 15, 2020

New Google My Business Profile Editing Capabilities and Hours Options Available

By: Hannah Borchik

Keeping your Google My Business profile information current is critical, especially in light of COVID-19. Frequent and descriptive updates can be crucial to keeping your audience updated on the status of your locations. In order to assist, Google has rolled out new options to set additional hours for special features and services. This new feature can…

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google-my-business-profileKeeping your Google My Business profile information current is critical, especially in light of COVID-19. Frequent and descriptive updates can be crucial to keeping your audience updated on the status of your locations.

In order to assist, Google has rolled out new options to set additional hours for special features and services. This new feature can help you list new time options for certain services.

Google also released an update to make Google My Business profile updates easier. The search engine added a function to update them directly from Google Search and Maps. This update works across web browsers and mobile apps.

Updating your Google My Business Profile from Google Search and Maps

Google added a functionality update due to the high volume of edits made of Google My Business profiles in light of COVID-19. It is designed to help business owners quickly respond to clients’ queries, engage partners, edit contact information, and even share COVID-19 related updates. In addition, you can also use it to quickly and efficiently create posts, reply to reviews, and update images.

The only requirement for using this new feature is to sign in to the Google account. You must use the account you used to verify your business on Google.

Simply typing “My business” or the name of your business in the Google search bar will prompt Google to open your business page. This will allow you to quickly and easily make any profile updates you desire. This shortcut is currently available in English and may soon be available in additional languages.

While on Google Maps, you can now click your Google My Business profile picture on the top right corner of your Maps mobile app. Then, choose “Your Business Profile,” select the “Edit Profile” tool, and choose from the available options. Your edits will be visible immediately.

Other tools listed include “Promote” and “Customers.” Additionally, you can also see your recent activity.

Google is expected to release additional free tools for Search and Maps soon, including tools to help you understand how your listings are faring. They could show you how you can improve your business profile on Google and increase your engagement and visibility.

One expected highlight is a new section that will allow business managers and owners to view their performance, complete with “new customer interaction insights.”

These features and more will be available on an upgraded merchant interface.

How to Set More Hours on your Profile

The new More Hours feature allows you to select and display hours on your Google My Business profile for specific services, such as delivery and pickup. Certain More Hours can only be set for specific business types. For example, hospitals will have different options available than apartment buildings.

However, you will need to set your regular hours before More Hours will display. More hours should be a subset of your primary hours.

google-my-business-profile-hours-screenshot

To set these special hours, sign in to Google My Business and open the location you would like to manage. Click “info,” then click on the pencil icon next to “More hours.”

google-my-business-profile-more-hours-screenshot

Click on the type of hours you want to set in the “More hours” box under “Add hours.” Be sure to check the box and enter hours for each day of the week included in these hours. Once all hours are entered, click “apply.”google-my-business-profile-more-hours-example

Once you have updated your hours, customers who visit your Google My Business Profile will find a message confirming your recent update. The update will also create a confirmation post about your hours change. This post shows up on the “Updates” tab of your profile on mobile devices.

You can edit the post to give more information about your recent update. Alternatively, you can remove the hours update message and post by deleting the post from Google My Business.

For more on Google My Business profiles and their capabilities, browse these related posts:

About the Author

Hannah Borchik
Account Director

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September 09, 2020

Reputation Monitoring: How to Spot and Remove Fake Reviews

By: Kieran McQuilkin

Fake reviews are a real and growing problem for multi-location businesses that rely on third-party review sites to attract customers. More than 82% of consumers have read a fake review in the last year, according to BrightLocal. Especially in service-based industries, marketers must remain vigilant of fake reviews across a growing number of platforms. And they must know how to get them removed. In this post, we’ll discuss…

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fake-reviewsFake reviews are a real and growing problem for multi-location businesses that rely on third-party review sites to attract customers. More than 82% of consumers have read a fake review in the last year, according to BrightLocal.

Especially in service-based industries, marketers must remain vigilant of fake reviews across a growing number of platforms. And they must know how to get them removed.

In this post, we’ll discuss how to spot fake reviews, how to respond, and how to remove fake reviews on the most popular websites.

Monitoring for Fake Reviews

Monitoring reviews for fake, vulgar, irrelevant or spam comments can protect your online reputation and avoid a PR crisis.

Many fake reviews are easy to spot, but they’re getting more complex. Review monitoring technology can flag potentially harmful reviews across multiple platforms and alert employees for swift action. With your flagged reviews collected, you can start identifying what’s fraudulent.

Start by taking these steps to spot fake online reviews:

  • Examine the commenter’s name and image.
  • See if the reviewer leaves feedback for other businesses.
  • See how frequently they leave reviews.

If the user has no other reviews or seems to constantly boast about a specific competitor, there’s a better chance the review is fake.

Moreover, according to MIT research, deceptive reviews are more likely to use words that aren’t long or complex. They also tend to lack detail and use repeated exclamation points such as “!!!”.

Removing Fake Reviews

Most major review platforms have a process to remove reviews that violate their policies. But your business often must manually report suspicious reviews before a platform takes it down.

To protect your brand from spam, vulgarity or attacks on your reputation, you should know each platform’s rules and mediation processes.

Google and Facebook are generally the most popular review sites for multi-location businesses. For healthcare organizations, Vitals and Healthgrades are also crucial for review monitoring.

Here are ways to report or remove fake reviews on those platforms:

Google

Every marketer’s top review management priority, Google, outlines 10 types of restricted content that apply to all posts and comments, including reviews.

Google’s detection algorithm will automatically remove reviews in those categories. But other fraudulent reviews are tougher for the search engine to identify.

Google Reviews doesn’t allow businesses to delete a review – you must use its formal reviewal process. The company created review policies which help you in flagging fake reviews.

This process can take a little while, so it’s crucial to spot and flag Google Reviews quickly. With reputation monitoring solutions like Binary Fountain, you can receive alerts about new reviews and report them without visiting each site.

Facebook

Social media is fraught with fraudulent comments. An estimated 55,000 fake reviews are generated each month on Facebook.

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

To report a fake review or recommendation on the platform:

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

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

Healthgrades

Healthgrades has a set of review policies that restricts content that is inauthentic, vulgar, abusive or promotional.

To remove fake and irrelevant patient reviews from Healthgrades.com, you can report them to the site in two ways.

First, flag the review that you think violates Healthgrades’ content policy. You will be asked to enter a reason for flagging the review and provide your email. Healthgrades will then review the comment and decide on next steps.

If the review remains online after you flag it, you can contact Healthgrades’ customer service team through an online form or email. Healthgrades also provides contact information for questions about their privacy policy and the use of protected health information (PHI).

Vitals

Doctor reviews on Vitals are restricted by a policy similar to Healthgrades. The reporting process is similar as well. Vitals allows businesses to report reviews to the site along with reasons why the review should be removed.

ebook-mobile-TestimonialsVitals reviews can be removed if they:

  • Are written for someone else
  • Are written by an employee
  • Contain third-party names or promotions
  • Contain sexually explicit content
  • Harass, threaten, abuse, or harm

To report a review and request its deletion, click “Report Abuse” next to the review. You can also email support@vitals.com or fill out a website form.

Responding to Fake Reviews

It’s vital to remove reviews that are fake, vulgar or spam. But it’s just as important to respond to the fake review.

Responding to reviews earns consumer trust because it shows that you engage with all types of feedback. Meanwhile, review response speed and frequency are local SEO ranking factors. That menas that you may simply need to reply to a fake comment as if it were real, regardless.

Just like responding to a negative review, whether it’s true or false, demonstrate a willingness to fix the issue. Further, invite the reviewer to contact you offline and start the service recovery process.

The amount of time and resources pouring into fake review generation indicates just how valuable reviews are to the consumer decision-making process. To capture that value, you need to simultaneously monitor negative customer feedback and generate new, positive ratings and reviews.

Binary Fountain’s reputation management platform can alert you to new reviews, screen them for spam and offensive language, and let you respond – all from one dashboard. We can also run automated mobile testimonial campaigns that generate authentic reviews from real customers.

Schedule a free, 30-minute demo to find out more.

Schedule a Demo

 

About the Author

Kieran McQuilkin
Content Marketing Specialist

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September 01, 2020

What are Apple Maps Ratings? New Maps Feature Includes Business Ratings, Photos

By: Kieran McQuilkin

A new feature is coming to Apple Maps that allows users to post ratings and pictures of businesses and points of interest. Maps users who tap the icon of a place they have physically visited can recommend the location with a “thumbs up” or “thumbs down” rating. What are Apple Maps Ratings? The new Apple rating system lets visitors and customers recommend places and business…

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A new feature is coming to Apple Maps that allows users to post ratings and pictures of businesses and points of interest.

Maps users who tap the icon of a place they have physically visited can recommend the location with a “thumbs up” or “thumbs down” rating.

What are Apple Maps Ratings?

apple-maps-ratings
Image credit: BeauGiles / Twitter

The new Apple rating system lets visitors and customers recommend places and business locations.

The system will distinguish relevant categories, so users can rate different aspects of the customer experience. For example, your business might receive a “thumbs up” rating for your product but a “thumbs down” for your service.

The Apple Maps app uses built-in machine learning to detect when a user has visited a place several times. To curb abuse, Apple will only request and accept ratings from users who have physically visited the location or business.

With an estimated 23.3 million users in the U.S., Apple Maps represents a significant consumer base that will generate a new stream of business reviews and ratings. The new feature is expected to launch this fall, so marketers need to start preparing now.

Here’s what we know so far about Apple Maps ratings.

How do Apple Ratings Work?

Clicking on an Apple Maps placemaker currently brings up reviews from third-party partners like Yelp, Foursquare and TripAdvisor. Clicking on the reviews to read more will direct the user to the App Store to download the partner’s app.

Soon, users will see a “Rate and Add Photos” option near the bottom of a business location’s profile. Clicking the button brings up a menu to rate that location.

The “thumbs up” or “thumbs down” format is similar to Facebook’s “yes” or “no” recommendations. However, ratings for specific categories regarding a location will offer more feedback data than a binary recommendation.

Meanwhile, Apple is adding a new “Add Photos to Maps” option where users can upload pictures directly to Maps. Previously, users would need to submit images and reviews to third-party apps for them to appear on Apple Maps.

Photos will only be available to users over 13 years old, and they will be reviewed by humans before displaying on the app.

Where are Apple Maps Ratings Available?

The new ratings feature for Apple Maps first appeared Aug. 28, and first reported by 9 to 5 Mac. It was included in the release of the sixth beta of iOS 14 – the most recent iPhone software update test.

Apple is in the early stages of implementing the feature, but ratings and images likely will go live for all iOS 14 users this fall. For now, the feature is only visible for a few points of interest on Maps. Digital Information World reports some users in the U.S. and Australia are seeing the option.

For managing reviews, Apple does plan to have strong spam detection. Along with geolocation requirements, ratings and photos will be linked to users’ Apple ID. If you see a rating or photo of your business that seems out of place, alert Apple through the Report a Problem feature.

To try out the new feature with your developer, you can download Apple’s latest beta build.

Impact on Reputation Management

Binary Fountain is closely watching developments around Apple Maps ratings as more details arise. It’s immediately clear, though, that the new feature will have an impact on your reputation management initiatives.

The new change aims to decrease Apple’s reliance on third-party platforms like Foursquare and Yelp as sources of reviews and photos. Those integrations may change or disappear as Apple builds its own database of customer feedback. Moreover, in the future, Maps users likely won’t be redirected to the App Store when trying to leave a business review or post an image.

The company’s foray into reviews has implications for the Local SEO community as well. Ratings and reviews are becoming the most important aspect of local search. And if Apple builds its rumored search engine, Maps ratings surely will weigh heavily on search rankings.

Another review platform means another opportunity to influence your online reputation and build your customer base. Binary Fountain can distribute your location data to hundreds of platforms, optimize your listings for local search, and manage customer reviews across all your facilities.

Schedule a free, 30-minute demo to learn more.

Schedule a Demo

 

About the Author

Kieran McQuilkin
Content Marketing Specialist

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August 27, 2020

[Webinar Recap] Engaging Physicians to Recover Lost Revenue from COVID-19

By: Kieran McQuilkin

No matter what your specialties are, most healthcare groups have had two common experiences during COVID-19: A newfound reliance on fast, effective physician engagement and a pressing need to rebuild revenue streams – which means rebuilding patient trust. Where was revenue most impacted by the coronavirus, and how can you work with providers to recover it? In this webinar,…

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webinar-engage-physicians-covid-19No matter what your specialties are, most healthcare groups have had two common experiences during COVID-19: A newfound reliance on fast, effective physician engagement and a pressing need to rebuild revenue streams – which means rebuilding patient trust.

Where was revenue most impacted by the coronavirus, and how can you work with providers to recover it?

In this webinar, Shahid Shah, co-founder of Citus Health and publisher of Netspective Media’s digital health properties, joins David Elstein, senior communications specialist for the American Board of Orthopaedic Surgery, to discuss strategies for engaging providers and recouping lost revenue through reputation improvements and digital tools.

In a conversation with Binary Fountain EVP of Strategy & Corporate Development Andrew Rainey, they cover key platforms and channels to target for efficient patient and provider engagement. They also offer ways to communicate with providers and find business-line or marketing-based opportunities to rebuild patient trust.

Click here to watch the on-demand webinar. 

Here are the key takeaways:

Patient Concerns and COVID-19’s Impact on Revenue

For patients now, there is a general reluctance to visit facilities that they weren’t already trusting of. It’s a good time to survey patients, not necessarily to win them back immediately, but to find out if they trust your facilities and operations.

Measuring how patients feel after they come to your providers is key to understanding patients’ preferences. Generating new customer feedback can help ascertain what healthcare consumers are thinking and what they’re worried about, giving you the chance to address and solve those problems.

Healthcare marketers also must consider the people influencing their patients’ care decisions. You need patients to feel good about visiting your facilities and providers, but you also need to make their communities and families feel good about it.

Shah puts it this way: “If you don’t account for the influencers, you won’t move the needle on a lot of your patients.”

Even as consumer behavior shifts, what has worked in terms of marketing communications will continue to work – but more technologies and opportunities will add to the mix.

“As long as you have a good plan,” Elstein says, “you don’t need to completely change your marketing communications.”

If your digital marketing efforts have so far done well to educate patients, COVID-19 has supplied a broader online audience to reach. If your online initiatives weren’t already strong, the ability to quickly switch to a digital-front-door strategy is necessary to compete in 2021.

Engaging Physicians and Building Patient Trust

The name of the game is over-communication, according to the panelists. Health – especially now – is important enough that people want to know about all the steps related to their visit and care. The same applies to providers, who need to be contacted through their preferred channels about safety measures and new processes.

At the same time, you can’t assume that your safety precautions and changes in customer experience are obvious, Shah says, echoing the thoughts of Jay Baer in our June webinar.

“What’s not working is assuming that you’re so important that you don’t have to explain to patients why they need to schedule an appointment even with COVID-19 happening.”

Again, solving those issues starts with patient feedback.

Surveys can tell you in clear terms what the main concerns of patients are. Recent, unbiased feedback data helps you understand “why” patients make different care decisions. Once you have the “why,” it will be clear what they want to hear from your healthcare brand.

Messaging, Digital Tools and Online Reputation

The most important piece of healthcare brand communications at the moment is carrying a two-way conversation.

Messaging is the best place to start, with SMS text messages specifically performing well for open rates and conversions. Looking forward, if you can get a chatbot on your website, you should.

Email still has significant return on investment for a small budget, and social media tied to custom content is highly effective for communicating with both providers and patients. Podcasts, meanwhile, are a great way for long-form educational content that is easy to produce.

Many health systems are launching mobile campaigns to drive new reviews to their own websites and to third-party review sites. Patients want to see recent reviews, so it’s important to find ways to generate authentic testimonials – especially if you had low review volume before the pandemic.

“Even with uncertainty around the virus,” Shah says, “we can trust brands that other people trust. And that is now even more important.”

Click here to watch the on-demand webinar. 

Read more about COVID-19’s impact on healthcare marketing:

About the Author

Kieran McQuilkin
Content Marketing Specialist

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August 26, 2020

Key Takeaways from the HMPS 2020 Virtual Summit

By: George LaDue

The HMPS 2020 Virtual Summit had to occur online due to COVID-19, but its advice and takeaways are real and tangible. The virtual summit took place Aug. 18-20, with dozens of keynote speakers and breakout sessions discussing the latest in healthcare marketing, digital communications and reputation management. As the coronavirus spread in 2020, healthcare marketing activities and budgets were…

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hmps-2020-logoThe HMPS 2020 Virtual Summit had to occur online due to COVID-19, but its advice and takeaways are real and tangible.

The virtual summit took place Aug. 18-20, with dozens of keynote speakers and breakout sessions discussing the latest in healthcare marketing, digital communications and reputation management.

As the coronavirus spread in 2020, healthcare marketing activities and budgets were sharply curtailed. Tactics shifted to earned and owned media revolving around local listings, crisis management and education. Over three days, HMPS 2020 speakers broke down that shift and what it means for marketers going forward.

Notable presenting companies included Healthgrades, Kyruus, Greystone.Net, True North Custom, Accenture and DocASAP. They were joined by some of the U.S. healthcare industry’s top players, including Cleveland Clinic, St. Luke’s Health System, Geisinger, Ascension, AdventHealth, Mount Sinai Health System and Banner Health.

Some of the healthcare marketing topics covered were:

  • Interactive and digital strategies
  • Taking control of the online conversation
  • Using marketing technology for patient experience and growth
  • Investing in healthcare marketing and communications
  • Vendors, insourcing vs. outsourcing and KPIs

Below is a recap of key takeaways from the HMPS 2020 Virtual Summit, with frameworks and advice for healthcare consumerism, reputation management, mobile engagement, content marketing and digital technology.

Healthcare Consumerism Center Stage at HMPS 2020

The main headline: Healthcare marketing is being forced to embrace consumerism. Retail players are making bigger moves into the healthcare and provider space than ever, so health systems and hospitals need to be “commerce-ready.”

A major focus going forward will be on the business of running hospitals and clinics to fend off the health-retail entrants entering the market. CVS is expanding its Minute Clinic in scope and scale, Walgreens spent $1 billion to launch VillageMD in its pharmacies, and Walmart is creating health centers and launching a Medicare Advantage plan.

Geisinger VP of System Marketing and Brand Jeff Bean puts it this way: “The Netflix-Blockbuster moment is happening right now for health networks and hospitals.”

These retail-type entrants to healthcare might benefit community health, but will certainly take a cut from hospitals and regional health systems. Making retail health familiar to the consumer services we already have today, through peer-to-peer marketing strategies, is key to competing.

It’s easy for healthcare marketers to lose sight of the consumerism angle, with layers of insurance and regulations between providers and patients. But consumers are now reporting the biggest priority in healthcare is the personalization of care.

Marketers need to look at patients as consumers with personal preferences, and give them choices in the patient journey. Healthcare can learn from other industries – like retail and banking – about how to personalize these consumer experiences.

Reputation Management in Healthcare

Healthcare consumerism and online reputation management go hand in hand. Brands that simplify consumer decision making are 115% more likely to be recommended, says Vanderbilt University Medical Center’s Megan Pruce. Similarly, 64% of consumers more likely to recommend a brand because it’s simple.

Health systems are behind the retail industry in terms of consumer-journey tracking, but there is sufficient patient feedback data available to make strides and compete with large consumer players. Marketers need to use survey and review data to guide choices in the patient journey.

ebook-online-reputation-management-ROIWays to do this include displaying star ratings on location pages and physician pages, giving consumers choices about their treatment, and making it easy to read reviews and understand insurance options.

Relationships, two-way conversations and proactive patient engagement are key to creating value for patients, providers and payers alike. Plus, hospitals with higher patient satisfaction scores have higher profitability.

Looking forward, healthcare systems need to equip providers with customer experience insights that enable them to proactively engage with their patients.

A large part of reputation management is transparency, which also extends to pricing. Healthcare consumers now want to have pricing information as soon as possible, which means price transparency needs to be introduced earlier in the consumer journey.

Mobile Engagement and Evolving Content

Today’s healthcare seekers are tech-savvy and time-constrained. What follows is that patients’ digital experiences are becoming the preferred method for interacting with providers.

Customers are demanding instant communication, and for many consumers, messaging apps and social media have replaced email and phone calls. Meanwhile, healthcare marketing channels and content need to evolve to stay relevant.

One emerging channel, conversational marketing, uses live chat, chatbots, natural language processing (NLP) and social monitoring to foster genuine conversation and real relationships. It has several applications for health marketing departments:

  • Finding a doctor and scheduling
  • Patient portal questions
  • Digital front door FAQs
  • Visitor policy
  • Amenity info

With that said, old communications guidelines hold true. Renown Health has this advice for COVID-19-related brand messaging: “Engage customers and tell relevant, simple, emotional stories.”

Improved patient communication means improved patient outcomes. Much of this data is available in patient reviews, where NLP can categorize reviews that mention a physician or nurse’s explanation of treatments or next steps.

For example, Stanford’s C-I-CARE framework uses relationship-based care approaches with patients, families and colleagues. Supporting the initiative is real-time feedback data, public star ratings and centralized patient experience reporting.

Technology and Vendors, According to HMPS 2020

All HMPS 2020 speakers agree that technology creates an opportunity for engagement and that every interaction in the patient journey is an opportunity for personalization.

Patient engagement technology was cited as a priority by half of all hospitals in a 2019 Gartner survey. It also forecasted that hospital IT spend will be greater than any other spend in the next five years.

Technology vendors in 2020 and beyond need to act as a staff extension, working within your brand standards and your time frame. These can be more episodic initiatives, like web development, copywriting and graphic design.

Meanwhile, successful technology partners need to have a national, best practice perspective, expertise you don’t have in-house, and a focus on improving the health care customer experience. These are long-term strategic relationships, including customer relationship management, feedback management and strategic communications.

Your technology partners and vendors need to help your healthcare brand be “always on,” with conversational platforms that meet customers where they are, when they want. Advances in AI and machine learning help these platforms provide a deep understanding of patients’ needs, and also allow for continuous improvements based on real-time feedback data.

Applying Your Knowledge from HMPS 2020

It’s clear to panelists at HMPS 2020 that brand awareness and patient experience are interconnected, working toward the ultimate growth objective of increasing patient acquisition, engagement and retention. To hit those goals in the months and years ahead, you need to deliver value to patients and cultivate a strong online reputation.

As summed up in the virtual summit’s final keynote session: “Value today is volume tomorrow.”

Binary Fountain’s unified customer experience platform equips you with the business intelligence you need to provide maximum value to patients. Book a free demo today to learn how we can analyze your patient feedback, generate reviews, engage consumers online and automate your healthcare marketing operations.

Schedule a Demo

 

About the Author

George LaDue

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August 24, 2020

Google Analytics Campaign Tracking for Online Listings

By: Erik Fessler

UTM tracking is a simple tool that can have major ramifications for your Google Analytics campaign tracking. It can give you traffic source and behavior information marketers only dreamed of having before the internet. In the print media age, data-driven marketers could only use coupon codes and surveys to make educated guesses on ad effectiveness….

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google-analytics-campaign-trackingUTM tracking is a simple tool that can have major ramifications for your Google Analytics campaign tracking. It can give you traffic source and behavior information marketers only dreamed of having before the internet.

In the print media age, data-driven marketers could only use coupon codes and surveys to make educated guesses on ad effectiveness.

Still, there was a lot of uncertainty. How can a marketer track views on a highway billboard campaign?

Even if you have street traffic estimates, how do you measure the number of people who actually read the billboards? Also, how can you track how much they spent? A $2,000 billboard could attract 3,000 customers and still be a terrible investment if they only spend 50 cents each! And that’s before we look at gross revenue vs. net profit!

You can get much better answers to these questions thanks to Google Analytics and UTM tracking. This simple method allows you to determine which online listings, ads, and other backlinks are sending you traffic.

You can follow these visitors’ digital journeys to determine what they’re looking at on your site. Most importantly of all, you can ensure this traffic is converting!

UTM Tracking

Have you ever opened an article link and noticed that it seemed much longer than a normal URL? You might have even seen the name of the site you navigated from in this long URL. This link was likely a URL with a UTM tracking code.

UTM tracking works by adding code to the end of a webpage’s URL. UTM Tracking URLs can be built for free using tools such as Google’s URL builder. Users only need to paste in the intended destination URL and set five parameters to begin tracking: source, medium, campaign, term, and content.

For example, let’s say you’re tracking efforts to bring in website traffic and online appointments using your online listings. In this example, you’re creating a unique UTM Link for Dr. JD Dorian’s “Make an Appointment” link on his CareDash profile.

Knowing that information, the source on this tracking code could be “caredash” and the medium could be “provider-profile”. The campaign parameter should be set as “online-listings”.

Next, let’s set the term parameter. This parameter would typically be used to track a specific keyword in a pay per click (PPC) campaign. But for this organic campaign, let’s use it to track the name of the referring doctor, “jd-dorian”.

Finally, let’s specify that the content parameter was “online-appointment-link”.

The UTM builder exports the following: http://www.example.com/book-appointment?utm_source=caredash&utm_medium=provider-profile&utm_campaign=online-listings&utm_term=jd-dorian&utm_content=online-appointment-link.

Now you would enter this coded link for the appointment button on Dr. DJ Dorian’s CareDash profile.

Establish your UTM naming conventions, then deploy unique UTM code for each link on all online listings. This will allow you the greatest insight into your traffic drivers.

Google Analytics Campaign Tracking

You can use any of the five UTM parameters in Google Analytics campaign tracking. Campaigns would be the best parameter choice to track referral traffic from your online listings a whole.

However, you could also use source to discover which particular sites are bringing in traffic. You could even drill down to discover which providers bring in the most referrals using term or type of link using content.

For now, let’s focus on seeing how your entire “online-listings” campaign is performing in traffic acquisition. Open Google Analytics and click on to the Acquisition report drop-down under the REPORTS menu on the left-hand side.

Now, click on the Campaigns sub-drop-down, and finally click to open the All Campaigns report. This report shows you several acquisition, behavior, and conversion metric for every UTM coded campaign your running.

webinar-covid-19-reopening-listingsAcquisition

This column group includes users, new users, and sessions.

Users captures all user who initiated at least one session during the date range selected in the top right corner of the report. New users, however, only counts first-time users. New users are also counted under users, but not vise versa.

Sessions counts all periods of time for which a user was actively engaged in your website and ends after 30 minutes of inactivity. A user who visits your site, steps away for an hour, then resumes their visit will count as two sessions.

Behavior

This section is broken into bounce rate, page per session, and average session duration.

The bounce rate shows the percentage of sessions in which there was no interaction with the page. Have you ever clicked a Google search result, determined it was not what you were looking for, and then immediately left the page in seconds without clicking anything? If so, you added to that page’s bounce rate (and signaled to Google to lower that pages rank in future searches!)

Pages per session, or average page depth, show the average number of pages viewed during a session. Repeat views of the same page in a single session are counted in this average.

The average session duration shows the length of your average session. Keep in mind that low averages could single a lack of relevance to your visitors but could also signal a very efficient website. The real measure of your website is if it’s accomplishing your goals.

Conversions

You’ll measure those goal completions in the Conversions section. If you haven’t already, create a goal to measure online appointments and select it in the drop-down menu located at the top of the column. Converting visitors into patients is the ultimate goal of this initiative, so we’ll use it as our ultimate success metric.

Each conversion rate column will show you the total number of campaign-tagged users who fulfilled each of your goals.

Select your appointment booking goal from the drop-down menu next to “conversions”. You can go on to see the raw number of appointments booked in the goal completions column, as well as the completion success percentage. If you have assigned these appointments a monitory value, you’ll see the total value added in the goal value column.

Manage Your Online Listings to Improve Your Results

Now that you know how to track your online listings, it’s time to optimize them to improve your results. Managing all of your listings across your entire organization can be a daunting task. Lucky for you, Binary Fountain’s Listings Management platform can help simplify the task!

Our platform can serve as a central hub to help you control your business listings and citations across the internet. It helps you optimize your discoverability and lock in your data to ensure accuracy and drive more visits to your digital front door.

Control your listings, optimize your SEO, remove duplicate listings, and analyze and report on active citations, all in one place.

Want to learn more about how Binary Fountain can help you own your online listings?

Schedule a Demo

 

About the Author

Erik Fessler
Marketing Coordinator

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