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July 20, 2020

New and Suspended Reviews, Response Capabilities Return to Google My Business

By: Kieran McQuilkin

Update: July 20 Furloughed Google Reviews are now returning to healthcare organizations’ business listings. Reviews left while the service was suspended between March 20 and June 17 are now starting to appear on Google My Business profiles. The move follows Google Q&A – which was also suspended for several weeks – returning to full functionality…

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google-review-responsesUpdate: July 20

Furloughed Google Reviews are now returning to healthcare organizations’ business listings. Reviews left while the service was suspended between March 20 and June 17 are now starting to appear on Google My Business profiles.

The move follows Google Q&A – which was also suspended for several weeks – returning to full functionality earlier this month.

Update: May 13

New reviews returned to Google in May, along with the ability to respond to Google reviews, after being suspended during the COVID-19 outbreak. Businesses in all industries, including healthcare, can display new Google reviews and publish review responses through their Google My Business dashboards.

Google Reviews and Google Q&A stopped publishing on March 20 due to the coronavirus, with review responses coming to a halt shortly after. Existing Google reviews, responses and Q&A were still displayed. New review responses began appearing April 7.

The Binary Fountain team confirmed that new reviews are displaying for healthcare, apartment, dining and retail listings, among others. Net new reviews and review responses are now live, and Google Q&A is back online.

furloughed-google-reviews-healthcare
Previously suspended Google Reviews are appearing on GMB profiles for healthcare business listings.

The search engine had suspended the these functionalities to reduce staffers coming into their offices and focus efforts on Google Maps and local search capabilities. Google said at the time it would prioritize reviewing all edits for critical health-related businesses. It is also prioritizing reviewing open and closed states, special hours, temporary closures, business descriptions and business attributes edits for other verified businesses.

Google – among other listing platforms – has changed and added several features in response to the COVID-19 outbreak. These updates to Google My Business and Google Search include:

For more on reputation management during the coronavirus health crisis, you can visit our COVID-19 Resources Page and read these articles:

About the Author

Kieran McQuilkin
Content Marketing Specialist

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July 16, 2020

[Webinar Recap] 8 Steps to Rewire Customer Relationships Disrupted by the Pandemic (ft. Jay Baer)

By: Kieran McQuilkin

The information our customers used to have about us has vanished, due to the pandemic disruption. Are you open? Do you have the same services? How have your procedures changed? Is the price still the same? How does customer service work now? None of this information is universally known by your customers and prospects any…

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jay-baer-webinarThe information our customers used to have about us has vanished, due to the pandemic disruption.

Are you open? Do you have the same services? How have your procedures changed? Is the price still the same? How does customer service work now?

None of this information is universally known by your customers and prospects any longer. We can assume nothing in regard to what customers know about businesses in this “next normal.”

In this webinar, we hear from Jay Baer, founder of the marketing and customer experience consultancy Convince & Convert, author of six best-selling business books, and a Hall of Fame keynote speaker. Baer shares insights and actions to help your rewire your customer relationships, starting immediately.

Click here to watch the on-demand webinar. 

Here are the key takeaways:

On Reconfiguring and Repackaging Products and Services

The number of changes in the products and vendors consumers choose is substantial, Baer says. More than a third have tried a new brand since the pandemic and 65% plan to stay with the new brand.

This means you must protect customer relationships you’ve already earned. On the other hand, we are unlikely to ever again have such a large shift in brand preference in our business careers. That makes it a tremendous opportunity to grow your own market share.

Businesses are changing too. Telemedicine, online consultations and delivery services were all going to happen eventually, but adoption was forced in weeks instead of years. In many cases, like virtual healthcare visits, we won’t ever go back to the way things were before the coronavirus outbreak.

Marketers and communicators now have to inform consumers of those changes and improve their operations, Baer says, to make products and services more relevant and easier to buy. Whether that strategy uses local listings, discounts, warranties or other assurances, “the ultimate requirement is to make it easier than ever to buy from you.”

On Re-Introducing Offerings and Re-Educating Consumers

Many of these operational changes have project management implications, whether at a hospital, retailer or restaurant. To make customers feel more comfortable, staff need to know the rules, be aware of policy changes, and understand how to communicate with customers about their changed experience.

“Customers are more uncertain than ever,” Baer says. “Your job is to close the uncertainty gap.”

It’s essential to push information about your company’s COVID-19 response without making customers go dig for it. This includes updating your website and local listings pages, along with pushing highly relevant information to all platforms, from email to Instagram. Baer also recommends building “the ultimate FAQ” to serve as a foundation for your crisis communications and using a technology solution to push local information into listings, social media and review sites.

“The time for saying you’re taking precautions is gone,” Baer says. Marketing communications need to include specific, relevant pieces of information about how customers can engage with your business.

On Responding to Customer Questions and Feedback

The array of customer questions and feedback is likely to be much broader than pre-pandemic levels. That means you’ll have to “listen harder,” as people talk about your business in places you wouldn’t historically think of as customer service channels, such as social media and maps applications.

Word of mouth is likewise more important to consumers now, given the uncertainty in previously simple customer experience touchpoints. Pre-pandemic reviews are non-persuasive – anything before February won’t matter much to consumers because the experience has changed. Meanwhile, Google is turning reviews back on without notification, so businesses will need a higher percentage of customers to leave reviews.

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

 

Read more about COVID-19’s impact on healthcare marketing on our COVID-19 Resources page and in these articles:

About the Author

Kieran McQuilkin
Content Marketing Specialist

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July 14, 2020

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

By: Kieran McQuilkin

Healthcare facilities with COVID-19 testing availability can now add that information to Google listings. Through a partnership with healthcare technology company Castlight, Google is now displaying information for 2,000-plus COVID-19 testing centers across 43 U.S. states, with more to come. When added, the test site label will appear on your Business Profile and display on both Search and Maps results. Larger health organizations can also bulk…

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Healthcare facilities with COVID-19 testing availability can now add that information to Google listings.

Through a partnership with healthcare technology company Castlight, Google is now displaying information for 2,000-plus COVID-19 testing centers across 43 U.S. states, with more to come. When added, the test site label will appear on your Business Profile and display on both Search and Maps results. Larger health organizations can also bulk upload multiple testing locations to Castlight.

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

Add a COVID-19 Testing Center Label

The process of adding a COVID-19 testing center to your local listings is simple and can be completed through Castlight’s online portal. Here’s how to add locations:

  1. covid-19-testing-center-castlightGo to the Castlight COVID-19 Test Site Finder
  2. Click “Add a new location
  3. Follow the steps to add your facility information

After you submit information to Castlight, they will call the test site to verify your information. If they are unable to speak with someone at the site to verify the submission, the site will not be added to the directory.

The process of verifying your submission with the testing center and updating its status takes three to five business days, according to the companies. Once a site is added to Castlight and verified it can take an additional three to seven days to appear on Google Maps and search results.

The verification process goes through Castlight, so Google won’t have updates on the status of your COVID-19 testing label.

Keep in mind: If Castlight is unable to speak with someone at the site to verify the submission, the site will not be added to the directory.

If you represent an organization that has more than 10 testing locations, you can request a bulk upload by emailing testfinder@castlighthealth.com.

Quick note: If you have not previously verified the medical facility on Google My Business, a Business Profile with the test site label will be created through this process. After it appears on Maps, you can verify it through standard verification methods.

How Testing Centers Appear on Google Search

When consumers search for something related to COVID-19, they’ll see a new “Testing for coronavirus” tab as part of Google’s COVID-19 SOS alert. It includes four items:

  • A link to the CDC’s online COVID-19 symptom checker
  • A suggestion to talk to a healthcare provider if you think you should be tested
  • A link to COVID-19 testing information from local health authorities
  • A note that you may need to call ahead to a testing center to make sure you can get a test

The new COVID-19 testing center label appears underneath that tab on desktop and mobile – usually as part of the Map Pack, or Local 3-Pack. Here’s how it looks:

covid-19-testing-centers-google

Each listing includes four pieces of additional information: If an appointment is required, if a referral is required, if tests are limited to certain patients, and if drive-through testing is available. Be sure to answer all these questions on the Castlight submission.

Other Listings Tips for Testing Locations

Another method of adding COVID-19 testing information to search results is marking up your website using schema. Authority websites, such as official health organizations, can use this tool to submit an important announcement on their site. This includes facility closures, event rescheduling and testing availability.

Using this markup, however, doesn’t guarantee your listing will have a COVID-19 testing center label. Submitting your information directly to Castlight is a faster, more certain method of displaying test availability, due to its partnership with Google.

Also important for testing locations is getting listed on local or state government websites, which will help indicate to Google that the facility is a verified testing center. And other healthcare-specific listing sites have added some coronavirus-related features.

 And don’t forget about Apple Maps. Healthcare providers and labs that offer COVID-19 testing can submit their information on this website and appear in Apple Maps search results as testing sites.

About the Author

Kieran McQuilkin
Content Marketing Specialist

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July 14, 2020

How Patients Find Out About a Doctor’s Reputation Online

By: Kieran McQuilkin

Most patients today look up your hospital or physician practice on the web before scheduling an appointment. Understanding their perspective – and therefore understanding what brings them through the door – is all about knowing how they find a doctor’s reputation online. Binary Fountain’s 2019 Healthcare Consumer Insight survey found that more than 60% of…

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doctor-reputation-online-searchMost patients today look up your hospital or physician practice on the web before scheduling an appointment. Understanding their perspective – and therefore understanding what brings them through the door – is all about knowing how they find a doctor’s reputation online.

Binary Fountain’s 2019 Healthcare Consumer Insight survey found that more than 60% of patients start their search online. Additionally, 40% rely on other patients’ online reviews to find a doctor. A 2018 Patient Access Journey Report by Kyruus reports that 91% of patients conduct research online, even after receiving a referral for a medical provider.

What does this mean? Consumers want access to convenient, quality care and are willing to do their own research to find it. Though a search may start by asking a friend, patients are finding doctors’ reputations online before scheduling an appointment.

How much would it help your facility to fully understand how patients are finding physicians through an online search? The short answer: a lot.

In this article, we’ll cover all the ways that patients find out about a doctor’s reputation online. Then, we’ll prepare you to build a strategy for managing and improving those reputations.

Search Engines

Consumers want to know what people are saying about their quality of care and experience at your medical facility.

In general, patients look at online reviews to see how you are rated in the following areas:

  • Quality of care
  • Cost
  • Wait times
  • Experience with staff
  • Ease of booking appointments
  • Accuracy of diagnosis
  • Amount of time spent with patients

Google uses online reviews to determine what businesses and services will take the best care of their users. As a result, Google is more likely to show organizations with positive reviews in local searches. It should be noted that many variables impact local search engine result pages beyond the number and quality of doctor reviews. However, having quality patient feedback will help your practice rank in search results.

Google’s algorithm is specifically looking for:

  • Number of patient reviews
  • Recency of reviews
  • Overall star rating
  • Proactive engagement by business owners (responding to reviews)

Google already knows that most users want local results, especially when it comes to medical services. It will automatically display the most locally relevant providers above all else.

Supplying this data can help you appear in search results and will also help you attract new customers. Healthcare consumers trust online reviews as much as a personal referral. You must continuously monitor your online reviews to understand which operational improvements you can make to increase patient satisfaction.

Doctor Review Sites

Healthcare-specific review sites are a top monitoring priority as you build a complete picture of your doctors’ online reputations. Create and maintain doctor profiles on the most popular directories, such as Healthgrades, Vitals, and ZocDoc. These platforms have massive reach and factor into your search rankings.

ZocDoc

ZocDoc allows patients to find providers, book appointments, fill out health forms digitally, and leave reviews and ratings. While providers may get occasional negative reviews, ZocDoc allows physicians to request feedback from every patient after their visit.

Vitals

Vitals also aims to be a single source for health information. Currently, it has over 1 million physician profiles on the site. Patients can book appointments, read more about the providers’ backgrounds, and view each provider’s reviews. Vitals currently boasts over 9 million reviews and ratings, making it a treasure trove for nailing down a doctor’s reputation.

Healthgrades

Healthgrades is similar to Vitals in many ways. It allows users to categorize their search and has collected a comparable number of reviews and profiles on its platform. It also allows providers to send postcards and emails to previous patients that encourage them to leave reviews on the site.

RateMDs

One of the more intuitive doctor review sites, RateMDs, has a knack for knowing what patients truly care about. In addition to having more than 1 million reviews, its five-star physician rating system is broken into relatable categories. Examples of these categories include punctuality, helpfulness, and knowledge. Patients can chime in specifically on things like cleanliness, treatment from the staff, and overall value, too.

CareDash

CareDash stands out among sites that collect and display patient ratings and reviews by requiring patients to create an account. The patient profile requirement helps to ensure that reviews are from real patients. Claiming your CareDash profile will help you gain trust from potential patients and nudge them toward booking an appointment.

Through a partnership with Binary Fountain, patient experience (PX) scores are now featured on its nationwide network of physician profiles. They rate physicians on PX categories such as communication and bedside manner.

Wellness.com

What Wellness.com lacks in elegance, it makes up for in information and functionality. Online users can find plenty of details when looking for providers and doctors on this platform. That includes accepted insurance, education history, special services, hospital affiliations, and more.

Wellness.com also offers tools for featured advertising, boosting search engine presence, and reputation management.

Social Media

social-media-marketing-healthcareStudies have shown that patients place a high value on their physicians’ personalities. One 2017 study by ZocDoc found that 43% of Americans wanted a doctor with a sense of humor. 45% of men and 59% of women thought that a doctor’s likability by others was important. Social media accounts are a chance for your lovable personality to shine.

A presence on major social networks like Facebook, Twitter, and Instagram can boost your exposure to healthcare consumers. Both healthcare organizations and individual physicians can benefit from a social presence. But anyone creating social media profiles must commit to keeping them updated and responding to new reviews. Social media profiles need to show occasional activity, as unmanaged profiles make it appear that you’ve gone out of business.

With a growing number of doctors using social networking sites, it’s easier to determine their personality and attitudes before ever meeting. Giving your patients a view into your providers’ social media pages increases transparency and builds trust.

Other Platforms

Physician reputations are displayed all over the web, far beyond Google, Healthgrades, and Facebook.

Many private or nonprofit sites provide information at no cost to patients. These include professional certification boards to those that are advertising-based or charge fees to doctors and practices to be listed.

Insurance company sites also attract high traffic from patients searching for care. Several health insurance organizations have built doctor reference sites for customers.

Doctors can often quickly change insurance offerings, so you should update insurance information for your practice frequently. You may fear that this could drive away clients, but don’t fret. A 2019 Software Advice survey found that nearly half of respondents would go out of network for favorably reviewed providers.

Government sites also provide information about doctors licensed in their states. For example, the Federation of State Medical Boards (FSMB) website lists basic data through its DocInfo.org search function. You will find the doctor’s board certifications, education, states with active licenses, and any malpractice-related actions against the physician.

Boost Your Reputation and Get Found

Physicians with the best online reputations don’t wait around for a five-star rating. Demonstrating your expertise in your field and activity in the medical community will go a long way towards trust-building.

Here are some quick tips for proactively maintaining your physicians’ online listings:

  • In addition to establishing expertise, try to win the local SEO battle for your specialty. Focus on search engine optimization tactics to get your practice on the first page of Google and other search engines.
  • Ensure that your phone numbers, location addresses, and hours of operation are all correct, so patients may easily find you. Consider a listings management technology solution for multiple locations.
  • If your practice has claimed a Google My Business profile, you should also build out the Q&A section. Answer common questions that users might type in a search query.

Generally speaking, the more reviews you have, the stronger your doctors’ reputations will be, even if some reviews are negative. Do your best to obtain more reviews for your practice while responding to all reviews with helpful and authentic responses.

Don’t wait for your doctors’ reputations to build themselves. Be proactive, monitor your listings, and dominate local physician searches to stand apart from competitors.

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

Schedule a Demo

 

About the Author

Kieran McQuilkin
Content Marketing Specialist

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July 08, 2020

Lessons from COVID-19: Using Local Business Listings for Crisis Management

By: Kieran McQuilkin

As COVID-19 continues its spread and priorities continue to shift for multi-location healthcare organizations, local business listings have become paramount to marketing teams. When crisis strikes, especially in the healthcare industry, customers rely on local listings to find information that allows them to continue doing business with you. Complicating that effort are the varied local and regional guidelines that leave consumers wondering when, where and how to engage with providers. Many…

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covid-19-local-business-listingsAs COVID-19 continues its spread and priorities continue to shift for multi-location healthcare organizations, local business listings have become paramount to marketing teams.

When crisis strikes, especially in the healthcare industry, customers rely on local listings to find information that allows them to continue doing business with you. Complicating that effort are the varied local and regional guidelines that leave consumers wondering when, where and how to engage with providers.

Many consumers won’t make it all the way to your website for answers. To provide the right information at the right time and in the right place, healthcare listings on search engines and other third-party directories need to be a priority.

In this post, we share effective strategies and lessons learned from managing local listings in a crisis. You’ll also find tips for managing healthcare listings and providing timely, reassuring customer communications.

Optimize Local Listings for Search

During a crisis – more than any other time – you need to control and engage with the online conversation around your brand. Search insights offer “voice of customer” data, telling you what consumers need from you right now and how they look for that information.

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

Customers are actively searching for information about sanitization practices, updated hours, service availability and more to help them decide when and where to seek care. Overwhelmingly, they’re looking for these solutions on search engines, where they can often find exactly what they need without clicking through to a local landing page or provider profile page.

You have plenty of opportunities to answer these questions for your customers in your listings. We recently put together an infographic called ‘COVID-19 Features for Online Healthcare Listings’ that walks you through all the features available to you on Google My Business, social media and other healthcare-specific listings sites.

Healthcare consumers, perhaps more than any other demographic, are stressed about returning to medical facilities and need accurate, fast information. The most important first step for search optimization during this crisis is making sure phone numbers and hours are correct. Binary Fountain client data shows that phone calls to healthcare companies from GMB are significantly higher than pre-pandemic levels.

There are new COVID-19 features on healthcare-specific directories, as well, that marketers should use to optimize listings. These include telemedicine badges for physician profiles on CareDash and Healthgrades, among others.

healthgrades-telemedicine-listings
Source: Healthgrades

And don’t forget about the maps. For example, healthcare providers and labs that would like to provide information on COVID-19 testing locations can do so through Apple Business Register.

Use Google My Business Features

When healthcare consumers search for local providers, they usually turn to Google first. Luckily, the search engine rolled out several features for businesses during the Coronavirus pandemic.

During the crisis, marketers can make good use of special hours and attributes, which display prominently on both search engine results pages and in Map Pack listings. There are also multiple types of new links that are valuable to healthcare organizations, including “virtual care” and “COVID-19 info.”

covid-19-google-attribute-covid-19
Covid-19 attributes on a Google My Business profile.

Google Posts are another great way to deliver crucial updates to local communities. Google is now making it easier for businesses to publish coronavirus-specific information on their listings by adding a COVID-19 Google Post option. When published, COVID-19 Google Posts will immediately appear on the post carousel and “Updates” tab on GMB profiles.

covid-19-google-post-display
Example of a COVID-19 Google Post.

Also worth monitoring is Google’s push to add insurance information to healthcare listings. For eligible healthcare organizations, a “check insurance info” link might display on your Business Profile on Google Search, under your business’s hours. The link opens an “Insurance information” page that lists the health insurance providers your business accepts.

Emphasize Safety and Virtual Care Options

Whether searching for specific treatments or browsing for a PCP, safety is top of mind for every prospective patient right now. If you are not communicating information across your online presence that makes people feel safe, they won’t schedule an appointment or visit you. Online listings are your first opportunity to earn their trust.

As you distribute vital information to your local communities during the crisis, be sure to share the specific measures you’ve taken to ensure a clean, orderly and safe environment at your facilities. This distribution effort should be driven by a data-based understanding of your patients’ communication preferences, their specific safety concerns, and where they search for a doctor.

Of course, the safest visit is a virtual one. Alongside physical safety precautions, your telemedicine availability should be clearly stated on every platform where your locations are listed. You can find expert insights on telemedicine listings and promotion in this webinar.

caredash-virtual-care-provider
Source: CareDash

If telemedicine is your primary means of seeing patients during COVID-19, it would pay to use the word early in your provider bios. This helps increase the chances of virtual care options appearing in your providers’ search previews.

Monitor Reviews on Business Listings

Communicating your facility’s safety practices might reassure consumers to a degree, but it won’t necessarily motivate them to schedule an appointment. For that, consumers will want to hear from other consumers through reviews.

The recency of ratings and reviews will prove essential as consumers start returning to providers, according to Healthcare Success CEO Stewart Gandolf. The patient experience at your facilities likely looks different than it did three months ago, making older reviews irrelevant and increasing prospective patients’ reliance on new feedback.

Not to mention, publishing patient comments is an essential part of your ranking on search engine results pages. But remember: If you are making changes and trying out new services like telemedicine, new issues will likely arise in reviews that your review response team needs to be prepared for.

During the COVID-19 pandemic, we also saw a suspension of new Google reviews, though those are returning for most industries. If this happens in the future, be prepared to adjust review generation campaigns to push patients to an internal survey, social media or platforms like Vitals and Healthgrades, rather than to Google. Keep in mind that reviews left while publication was suspended will eventually publish.

Keep Your Listings Consistent

Listings management strategies will differ based on your organization’s size and location count. But whether that’s 10 care facilities or 100, your listings need to be consistent across the board, especially as state and local guidelines change.

It’s important to maintain a baseline of clean, accurate, optimized local listings to make sure listing inaccuracies don’t compound your problems during a crisis. But it’s not easy. Binary Fountain’s healthcare-specific listings management platform and online reputation experts are ready to keep your brand’s online presence robust, informative and optimized. Schedule a 30 minute demo to learn more.

Read more on listings management during the COVID-19 crisis:

About the Author

Kieran McQuilkin
Content Marketing Specialist

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July 07, 2020

How to Improve Your Digital Front Door Strategy

By: Kayla Zamary

There are a lot of discussions these days about the Digital Front Door, and how it informs the experience hospitals and health systems offer to healthcare consumers. According to the Society for Healthcare Strategy and Marketing Development, 77% of consumers search online before booking an appointment, making every healthcare organizations’ web presence critical for attracting…

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digital-front-doorThere are a lot of discussions these days about the Digital Front Door, and how it informs the experience hospitals and health systems offer to healthcare consumers. According to the Society for Healthcare Strategy and Marketing Development, 77% of consumers search online before booking an appointment, making every healthcare organizations’ web presence critical for attracting and maintaining patients.

We will cover what a comprehensive digital strategy looks like for healthcare systems and what steps your organization needs to take.

A Consumer Optimized Website: Your Digital Front Door

Consumers want the same online experience with healthcare companies that they value in non-healthcare settings. Therefore, visitors who arrive at your digital front door, or your website, expect convenience, ease of use, and accessibility.

For example, visitors want to quickly find answers and solutions to their questions and problems. Many will not “search harder” if they can’t easily find the answers on your website, they’ll simply search elsewhere. As a result, you’ll miss an opportunity to connect and engage.

Dedication to putting users first is what separates the largest and most successful online retailers from the pack. From easy-to-use navigation to one-tap contact options, users care more about functionality than artistic design.

For example, visitors want to quickly find answers and solutions to their questions and problems. Many will not “search harder” if they can’t easily find the answers on your website, they’ll simply search elsewhere. As a result, you’ll miss an opportunity to connect and engage.

Dedication to putting users first is what separates the largest and most successful online retailers from the pack. From easy to use navigation menus to one-tap contact options, users care more about functionality than artistic design.

Easy Site Navigation

Intuitive site navigation is the backbone of a successful digital front door. If consumers struggle to navigate your website, they’ll navigate to a competitor. Your digital front door must direct visitor traffic to the appropriate healthcare services and care options.

To start, organize your pages into categories with standard terms in the words your users would understand. Rename pages and menu tabs to make their meaning clear. For example, if you have an “About Us” section, don’t name it “Meet our Team.” You must always consider how patients will interact with your navigation.

Embedding click-to-call capabilities in your healthcare system’s websites is a must. Being forced to copy your phone number and then paste it in a sperate phone dial menu creates unnecessary friction. The same is true for directions. It’s the little things that add up to superior patient experience and a strong digital front door.

If you do not offer online scheduling for appointments, invest in the technology you need to make it happen. Your patients and bottom line will thank you.

Embrace SEO Strategy

While consumers depend on clear site navigation, online search engines depend on keywords and other indicators to direct their search engine traffic.

SEO Keywords help search engines “understand” the content of each of your webpages. If a user searches for “kidney stone” Google will primarily direct them to webpages that repeatedly mention kidney stones. Note that sites mentioning “nephrolithiasis” but not explicitly “kidney stone” will likely not appear in this search’s results.

Use keywords on all of your webpages, as well as your content marketing and physician profiles, to make your digital front door visible to search engines. There are several free online tools that can help you do this.

Backlinks, SEO Titles, and meta descriptions are also digital tools you can use to rank higher in search engines.

Build Trust Through Content

Healthcare consumers are using the internet to research medical information before setting foot in an exam room. Explain why your practice facility should be the first choice for the patient. Binary Fountain found a 167% increase in consumers concerned with their healthcare providers’ reputation from 2017 to 2019. Healthcare consumers want to know they are going to a trusted provider with a trustworthy history.

If your facility has won awards or if you have patient testimonials, proudly display them. Patients choose medical facilities they feel like they can trust for exceptional care. Similarly, post your star ratings from surveys.

Remember to post your content on a variety of platforms, and experiment with different content types on each platform. Edit and update older content, but also make room for new developments. Google and other search engines pick this content up and rank sites more highly that feed them fresh and unique content.

Don’t Just Focus on the Homepage

The digital front door for your facility is more than just the hospital home page and search window. Dayton Children’s Hospital, for example, identifies some 80 ‘microments’ in the consumer healthcare journey, progressing from discovery to exploration to evaluation to engagement and experience.

This analysis brings Nurse Chat, ED, and Urgent Care check-ins and patient portal into their front door strategy. It also includes social media, star ratings, and local listings.

Build Optimized Provider Pages

Provider pages are great opportunities to showcase your doctors and build trust. Taking steps to optimize your profiles ensure you and your patients get the most of these online listings.

Some things to include in your provider pages:

  • Provider ratings
  • A quick bio (consider a video bio)
  • Offices
  • Specialties or areas of interest
  • Accepted insurances
  • Ability to schedule an appointment
  • Schema markup

If you aren’t leveraging Schema on your provider profile pages, they may not appear in search results. Schema is a certain kind of tag that helps search engines like Google organize data and accurately display it for users.

Schema tagging your provider pages will ensure search engines have the right information to prioritize your pages in their search results. As a result, it increases the chances people will find your provider pages. You can find out more about Schema markup here.

Including online patient reviews on your provider pages could also build your site traffic. These reviews are a top source of information patients use to choose providers. Many are specifically looking for reviews online. Including reviews on your website can help bring patients into your website, and this traffic should raise your SEO rankings. They also build trust by showing healthcare consumers the “entire picture.”

For more on digital front door, browse these related posts:

About the Author

Kayla Zamary
Marketing Manager

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July 06, 2020

How to Respond to Negative Reviews

By: Kayla Zamary

Knowing how to respond to negative reviews is critical for businesses. No one wants to see negative customer reviews on their site or a third-party review site like Google. However, it’s not a matter of if you’ll get a negative review – but when. While criticism can be hard to hear, ignoring less than favorable…

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how-to-respond-to-negative-reviewsKnowing how to respond to negative reviews is critical for businesses. No one wants to see negative customer reviews on their site or a third-party review site like Google. However, it’s not a matter of if you’ll get a negative review – but when.

While criticism can be hard to hear, ignoring less than favorable reviews is not a smart option. In fact, it has the potential to make the situation worse.

If you had a customer complain to you in person about a bad experience, you probably wouldn’t ignore their claim. Instead, you’d look for a way to smooth over the situation. It’s imperative that businesses respond to feedback online with the same level of concern.

Another reason to respond to negative reviews is their potential to hurt your website’s rankings with Google’s search algorithm. A collection of unanswered reviews from disgruntled customers could impact your rankings in search engines. As a result, not responding to negative reviews damages your visibility when potential customers are searching for your services online.

Replying to negative reviews, as well as positive reviews, shows consumers that you are willing to accept feedback. Basically, it’s a clear indication that your business is taking steps to improve and provide great experiences for all its customers.

In this post, we’ll walk through how to respond to negative reviews. Then, we’ll show you steps that you can take to turn negative reviews into positive outcomes for your business.

How to Respond to Negative Reviews in Seven Steps

Our guide for responding to negative reviews can be broken down into seven simple steps:

  1. Keep calm
  2. Evaluate the review
  3. Address the reviewer’s complaint
  4. Remove/Flag any inappropriate reviews
  5. Make improvements
  6. Monitor new reviews
  7. Continue to improve

1. Keep Calm

First and foremost, make sure you are calm before replying! No matter how bad the review is, you will look bad if you respond in an aggressive or hostile way.

Coming across as unreceptive to feedback will only damage your online presence. While negative reviews aren’t good, individual negative reviews aren’t the end of the world.

Before starting a negative review response, make sure you are in a calm, rational place and not lashing out.

If the negative review is about a specific staff member, don’t immediately confront the employee without getting all the facts. This is especially true if this is their first time receiving criticism on their customer service. 

Many of your employees may already be feeling discomfort over online reviews. As a result, this discomfort makes it critical to always ask your employees for their side of the story regarding reviews. By not doing so, you risk lowering their job satisfaction and rock bottom employee buy-in for online reputation management initiatives.

2. Evaluate the Review

When you get a negative review, it should be taken seriously and treated as genuine. Do not brush off reviews as “made up” without the facts to support this conclusion. When evaluating a review, make notes of:

  • When they visited your business
  • If they mention a specific staff member
  • If this complaint been made before
  • What kind of product/service they experienced or purchased
  • If your records confirm that the reviewer visited your business

If most of these check out, talk with your staff. Chances are, they will remember any interaction they may have had with the reviewer. If the complaint is about a specific employee, get their side of the story before making any judgment.

Most reviews will be level-headed and factual, but some may be angry rants with very little information or substance. You’ll have to use your best judgment to identify rants. Generally, it’s usually unproductive to engage rants. See section four if you feel the review is inappropriate, as you may be able to have it removed.

Oftentimes, it’s better to respond directly, but sometimes no response is the correct response. There’s no need to move forward with reviews that are left in bad faith. This also applies to fake reviews.

In reality, fake reviews are few and far between. Most consumer feedback is genuine and should be taken seriously. If you have fears about potential fake reviews, check out our article about how to respond to fake reviews.

3. Address The Reviewer’s Complaint

If your organization doesn’t have a response plan, you should start by developing a process to address negative reviews.

Strong review responses templates usually contain five components:

  1. Start with the customer’s name
  2. Thank them for their feedback
  3. Apologize, even if you don’t think your business was in the wrong
  4. Assure them that you are taking steps to correct the problem. If there was a reason why your service wasn’t satisfying, own up to it. Most customers understand that accidents and other situations happen.
  5. Encourage them to come back.

By following this formula, you are showing reviewers that you value their opinion and that customer satisfaction is your priority. You may just win a lifelong customer.

Also, when responding to an online review:

  • Keep your response brief
  • Respond quickly
  • Provide contact information if they want to follow up about their experience
  • Take any further conversation offline to avoid disclosing private information or drawing attention to the individual review
  • Remain neutral
  • Don’t make excuses
  • Promise to resolve the issue

Remember, replies should thank reviewers for providing feedback, address specific concerns, and promise to resolve the issue in the future. When you respond to a review, you are talking to everyone that reads the review, not just the original reviewer. Make sure you are putting your best foot forward.

The best outcome is that unhappy customers revise their reviews after seeing your responses. Customers being willing to try your product or service again is another great outcome. You can turn a negative review into a positive asset for your online reputation.

4. Remove/Flag Inappropriate Reviews

Negative reviews are bound to happen. Therefore, companies need to have action plans that cover review response. It will prevent your company from suffering further damage to your online reputation.

Sometimes, however, reviewers can cross the line from a helpful suggestion to something potentially insulting to outright slander. These situations are rare, but when they do happen you do have some recourse when reviews violate the platform guidelines.

When it comes to online reviews, Google and Facebook are two of the main places where customers can leave reviews. Each of these feedback platforms has its own set of guidelines and procedures for handling negative reviews. Understanding the rules on each is vital to your ability to protect your online reputation.

Here’s a look at how both of these review platforms handle negative reviews.

Google Reviews to Remove/Flag

Google reviews are highly visible and can even impact your ability to show up in local search results. This makes them critical to any business. Out of all the review platforms, Google does the best job in allowing businesses to combat inappropriate reviews.

If you feel like the review is overly aggressive, you can try to flag it. But before you do, make sure it falls within Google’s Prohibited and Restrict Content. Such content includes reviews that are:

  • Written by a competitor or users with a conflict of interest
  • Irrelevant or off-topic reviews
  • Personal attacks or use of offensive language
  • Sexually explicit, terrorist, restricted or illegal content
  • Any impersonation or false representation

Even if you flag a review, it doesn’t guarantee Google will take the review down. Google is not in the business of mitigating disagreement between business owners and customers.

How to Flag a Review on Google

To report an inappropriate review on Google:

  1. Sign in to Google My Business.
  2. Click “Reviews” from the main menu.
  3. Find the review you’d like to flag
  4. Click on the three vertical dots in the upper-right corner of the review
  5. Click “Flag as inappropriate.”

Google’s flagging process can take some time. You can add a brief response that you are looking into the problem while you wait for Google to respond. You can always expand the reply later if Google refuses to remove the review.

Facebook Reviews to Remove/Flag

Like Google, Facebook also has community standards reviewers are required to follow.

These standards include:

  • Any comment threatening violence or another user’s safety
  • Hate speech
  • Nudity/sexual content
  • Spam
  • Misrepresentation
  • Violates Intellectual Property

How to Flag a Review on Facebook

If you believe that a review has violated any of Facebook’s standards:

  1. Go to the review and click the three horizontal dots in the top right corner of the post
  2. Click “Report post”
  3. You’ll be prompted to select an option that best addresses your concern with the post.
  4. Pick the one that best fits your situation

After completing the prompt, your report goes to Facebook for review. They will remove the review if they agree the disputed post doesn’t follow their guidelines.

Disabling Reviews on Facebook

Though highly not recommended, you can disable user feedback on Facebook using the reviews tab. But, if you choose to do so, you are disabling the chance for people to leave glowing reviews about your business. You are also giving up critical feedback to make better business decisions in the future.

You are always better off following our steps for responding to negative reviews than you are removing the function entirely. Healthcare Providers can follow our tips to optimize their Facebook pages to achieve even better results.

5. Make Improvements

ebook-review-monitoring-pr-crisisNow that you’ve responded to the review online, it’s time for your business practices to respond in turn. Review feedback is a valuable chance to learn what your business can improve. If you notice consistent patterns over multiple customers’ feedback, you need to reexamine your business practices. Act strategically, do not brush negative customer feedback under the rug, or overreact.

This can be as simple as reviewing cleaning habits to making difficult staffing choices.

Again, make sure you are making thoughtful decisions based on consistent feedback before making any rash changes.

6. Monitor New Reviews

Once you’ve made improvements, it’s time to monitor the results of your hard work.

Pay careful attention to new reviews. Are people still raising concerns about the same problem? Are they commenting on how that problem has gone away?

Chances are, if you’ve taken the appropriate steps, reviewers won’t make negative comments about the issue again. In fact, they may even praise that one area that was once a weakness as a strength for your business.

Be sure to respond to both the negative and positive feedback within two to three business days. While negative feedback is usually the higher priority, the Harvard Business Review reports equal benefits to responses to positive reviews. A simple “thank you” is far better than no response.

Go back and look at those old negative reviews. Engage with the reviewer and let them know you have taken the steps you promised them and invite them back. They may just take you up on the offer.

7. Continue to Improve

Don’t stop there! Knowing how to respond to negative reviews is only half the battle. Continuing to monitor and work on your online reputation can have a massive impact on your bottom line.

Negative reviews are never part of your business plan, but they don’t have to derail it. With these steps, you can fix your customer service and have positive reviews drown out the bad.

Monitor and Respond to Negative Reviews with Review Manager

Dealing with negative reviews can be a time-consuming ordeal, especially if you share the responsibility with coworkers. Binary Fountain’s Review Manager is here to help.

We help healthcare organizations and multi-family facilities effectively and efficiently manage their online reputation with our integrated review platform. Save time, engage consumers, and increase traffic – all on one platform.

Sign up for a demo today!

Schedule a Demo

 

To learn more about responding to negative reviews, browse these related posts:

About the Author

Kayla Zamary
Marketing Manager

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July 02, 2020

Value-Based Care, Payers, and Patient Experience Data

By: Erik Fessler

As value-based care flourishes, payers are starting to pay special attention to key steps on the patient’s care journey. In order to understand that journey and efficiently lower the costs of care, payers need to address questions about the member experience: How do members navigate the systems payers have in place? How do they feel…

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value-based-care-payerAs value-based care flourishes, payers are starting to pay special attention to key steps on the patient’s care journey. In order to understand that journey and efficiently lower the costs of care, payers need to address questions about the member experience:

How do members navigate the systems payers have in place? How do they feel about the network of providers? Can members easily access important tools like telemedicine? How do members rate the overall quality of their health plan?

An increasing number of Natural Language Processing (NLP) powered tools are allowing organizations to swiftly collect and analyze bulk patient feedback. This technology allows users to quickly quantify and analyze open-text patient feedback. For payers, it’s a tool to understand and measure the entire patient journey and all aspects of member experience.

This post will explore how payers can use patient feedback data to improve patient experience, provider experience, and administrative workflows. Then, you’ll see how these improvements lead to lower healthcare costs and better outcomes.

How Can Payers Improve Patient Experience?

Payers can expand their access to customer feedback by increasing the types of surveys they analyze beyond CAHPS and HOS. Surveying can detect member sentiments on health plans, feedback on providers, and other trends in open-text feedback.

Organizations can build a comprehensive data hub by collecting patient feedback from surveys, call centers, social media reviews, and other member sources. Then, NLP analysis can turn that data into patient experience insights across multiple categories at the provider level.

Here are some ways payers are improving the patient experience with feedback data:

  • Capturing ratings and reviews in member portals so patients can see feedback and make decisions on their care journey
  • Providing scores for individual providers so members can utilize quantitative data from other patient’s experiences to compare options Proactively surveying members quickly after each episode of care to get real-time feedback
  • Using feedback to benchmark provider performance and help them improve. Physician and provider liaisons can follow up with providers on cost, quality, and patient feedback data
  • Leveraging scoring and feedback data in care coordination and referral management

NLP data helps payers understand what drives positive patient experience both inside and outside of the provider’s office. This includes members’ choices of their network providers on their patient portals and continues through each step of the care journey.

Quantify Patient Experience for Each Provider

Payers can also analyze patient feedback to measure provider performance. According to research, patients care most about the following provider experience quality measures:

  1. Thoroughness of examination
  2. Patient inclusion in decisions
  3. Ability to answer questions
  4. Provider’s attitude
  5. Patient perceived outcomes
  6. Amount of time spent with patients
  7. Provider’s follow-up with patients
  8. Clarity of care plan instructions
  9. Patient loyalty
  10. General Feedback

Payers can use these 10 patient experience categories to analyze feedback about each provider in their network. Subsequently, they can share insights and trends with their networks of providers to help guide better patient experiences.

Open-text, or unstructured, feedback allows patients to communicate their exact feelings and observations. In contrast, multiple-choice answers force survey respondents to compromise on the closest fit response. NLP technology allows payers to rapidly process this free-response feedback. First, the software detects patient sentiment through words and phrases in patient feedback. It can then easily quantify and translate those insights into patient experience scores.

Reducing the time period between care delivery and patient experience feedback is critical. In order to assist, software tools can integrate with APIs and health system EMRs for immediate, high-quality feedback. In addition, payers can publish this member-generated content on their websites and provide profiles to be transparent and consumer-friendly.

Here are ways insurers and managed care organizations can increase transparency by sharing patient experience data:

  • Create a Patient Experience score alongside Cost and Quality metrics for search pages and provider profiles
  • Allow patients to sort and filter patient experience scores by specific key performance indicators
  • Showcase provider feedback on member portals to encourage patient content

Supporting Providers, Solving Workflow Funnels, and Making Value-Based Care Possible for Payers

As payers capture patient feedback data to optimize their networks, they can also improve provider experience. Insights about network providers and staff will help payers understand how to support providers in their network.

  • Provider Performance Management: Use custom patient experience reports to understand trends and benchmarks for providers.
  • Referral Insights: Share patient experience insights with PCPs to broaden the data scope on referrals for members.
  • Internal Stakeholders: Optimize health plans and networks through Root Cause Analysis.

Provider feedback could be particularly useful as healthcare reimbursement shifts from fee-for-service based models to value-based payment programs. In order to keep the focus on patient care and maintain high-performance results, alternative payment models need to reduce provider burdens.

Provider feedback data will be an important source for effective change for payers through this value-based care reimbursement transition. Therefore, payers should track how their policies are affecting providers’ ability to care for their patients.

Insurance companies could also track how changes affect provider satisfaction. Happy providers lead to happy patient members, which make loyal customers. Not to mention, provider survey data is key to achieving the Quadruple Aim of healthcare, which you can read about here.

For more on payers and patient experience, browse these related posts:

About the Author

Erik Fessler
Marketing Coordinator

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July 02, 2020

How to Benchmark Customer Experience

By: Kieran McQuilkin

Great companies find ways to make their customers raving fans of their brand. If you want to grow your business, you first need to transform your customer experience (CX) to ensure your consumers are not just served, but are treated to transformational experiences with your brand. But how do you improve your customer experience? What…

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benchmark-customer-experienceGreat companies find ways to make their customers raving fans of their brand.

If you want to grow your business, you first need to transform your customer experience (CX) to ensure your consumers are not just served, but are treated to transformational experiences with your brand.

But how do you improve your customer experience? What kinds of metrics should you use to benchmark your CX?  How committed does your company have to be to redefining interactions with your customer?

None of these are easy questions to answer, but measuring your customer experience is a sure way to improve your customer retention numbers, and by extension, your customer acquisition.

Benchmarking helps companies understand how their strategies and employees are performing compared to competitors and compared to what customers are actually saying. It can be a hard wake up call, but it can also set your organization up for long-term success.

Another way to benchmark your customer experience is to analyze how your company is doing at an enterprise level. Is one of your locations performing much better than another? Is one of your physicians getting better patient feedback scores than another?

These are all considerations to keep in mind while you analyze your customer experience metrics.

In this article, we’ll break down how to benchmark your customer experience in three simple steps to get you started on improving your relationship with consumers.

Start with KPIs for Benchmarking Customer Experience

In order to start the benchmarking process, you need to know which KPIs to measure over time.

This may look slightly different for every industry or vertical, but the heart of the project remains the same: Which areas are critical to measure against past performance both internally and externally.

Some of these metrics could be:

  • Net promoter score
  • Customer effort score
  • Customer acquisition and retention
  • Customer satisfaction scores
  • Volume and sentiment of online reviews
  • Average ratings across listing platforms
  • Consumer engagement

All of these are great KPIs to measure as you benchmark your customer experience. If you are coming at this from a reputation management angle, this free webinar may help you better understand what metrics will get the most bang for your buck.

Ask Your Customers and Frontline Staff

The worst possible strategy is thinking your leadership team automatically knows what’s wrong with your customer experience. You need real feedback from customers and your frontline staff.

Engaging directly with your customers helps you identify organizational blind spots and get a better sense of what is not working. One way to do this is by looking at your online reviews and surveys – not just the star rating, but also the overall sentiment and specific pain points mentioned.

One way that you can measure your customer sentiment is to use reputation management software that leverages natural language processing (NLP) to help you analyze customer feedback. It can give you insights into the specific areas that you need to fix to improve your customer experience.

Another way to tackle the problem is through a Voice of the Customer campaign. Voice of the Customer programs are geared towards collecting and analyzing customer insights to identify opportunities for operational or product improvements. The ultimate goal of a Voice of the Customer campaign should be to increase customer acquisition and retention.

After you hear directly from your customers, you should then connect the dots with your frontline staff to see if their own feedback matches what your customers are saying, and to get their perspective on what needs to be improved.

After gathering these data points, you should be able to distill the information down to metrics and trends that identify good, bad and average scores/percentages. After you start your benchmarking program, comparing the most current available scores against these previous scores will help you understand what is and isn’t working with your customer experience.

Benchmarking for Competitive Advantage

Have you ever gotten a customer service experience that was so awful, you swore never to go back to that business again?

If you want to grow a loyal customer base, and keep business away from your competitors, you need to focus on your customer experience. Customer satisfaction is the biggest reason why people will be more likely to refer people they know to one company over another.

When you are benchmarking your company’s performance, take the time to analyze how your competitors are doing. While you may not be able to collect all of the customer data you want, online reviews and social media mentions will give you an idea of how they are performing and what areas they struggle with.

After that analysis, you should be able to identify areas where you can improve your customer experience and answer some of the problems their customers are facing, potentially attracting them to your business.

In your analysis, be careful not to make too many one-to-one comparisons. The goal should be to find areas where they are beating you, where you can make adjustments and how your customer experience compares to the larger market.

Take the First Steps to Improving Your Customer Experience

When you get right down to it, benchmarking and improving the customer experience is an evergreen marketing strategy that will increase ROI long after you put improvements into action. Positive reviews, personal referrals and increased customer loyalty should all lead to compounding interest on your investments.

Identifying the right KPIs, getting customer insights and comparing your results against the industry through benchmarking are just the first steps in making customer focused organizational change.

At Binary Fountain, we help businesses find the actionable insights they need to improve their customer experience. Our platform lets you collect and analyze customer feedback all in one place, including online reviews, social sentiment and even internal surveys.

Check out our case studies or schedule a demo today.

About the Author

Kieran McQuilkin
Content Marketing Specialist

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June 25, 2020

[Webinar Recap] How to Optimize Your Listings for COVID-19 Reopening

By: Kieran McQuilkin

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 as reopening begins. Which local listings strategies will most effectively rebuild consumer trust and bring patients back to your providers? In this webinar, Ben Fisher, a Google My…

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webinar-covid-19-reopening-listingsOnline 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 as reopening begins.

Which local listings strategies will most effectively rebuild consumer trust and bring patients back to your providers?

In this webinar, Ben Fisher, a Google My Business Product Expert and founder of local SEO and social media marketing agency Steady Demand, joined Binary Fountain experts to cover the most important listings platforms and features to monitor as healthcare organizations look to resume services and attract patients to facilities.

Click here to watch the on-demand webinar. 

Here are the key takeaways:

Google Searches for COVID-19 Information

The first piece of building trust with patients is making sure they have the correct information about when to arrive, where to go and what to bring. Before anything else, healthcare marketers should monitor and update their basic Google My Business attributes.

Phone numbers and hours are currently very important because consumers – especially healthcare consumers – are stressed and need accurate, fast information. GMB also launched COVID-19 Google Posts, in which you can fit a lot of information about what searchers can expect when coming to your facility. There are several types of new links that are valuable to healthcare organizations, including “virtual care” and “COVID-19 info.”

Google Q&A is not yet back online for healthcare providers, but that might change soon, so marketers should keep an eye on that section of their GMB profiles. With all listings updates, the panel recommends updating the information that directly impacts patient experience, so that patients know exactly what to expect if they book an appointment. You should also educate office staff so the information they offer patients is consistent with your listings.

Google Reviews and Patient Feedback

Google reviews and review responses were taken offline early during the COVID-19 outbreak, as Google looked to limit unverified, user-generated information, but they have started to return. You may or may not be notified when backlogged reviews begin displaying on GMB profiles, so monitoring them is key.

To manage and respond to the now-rising volume of reviews, Fisher recommends starting with recent reviews from the last two weeks before working through backlogged reviews. Keep in mind that high-quality responses have the power to convert negative reviews into positive ones, and readers of those responses will be more likely to trust your brand. Having recent reviews will be supremely important in the coming weeks, as consumers start returning to providers.

Now is also the time to add telemedicine questions to patient surveys, Cardell says. Measuring the virtual patient experience’s impact on your brand reputation will build valuable data as telehealth programs expand, and these specific questions will help your providers understand the patient experience differences between virtual and traditional visits.

Social Media and Other Listings

Many of the same principles apply to social media listings: “Keep consumers up to date, be responsive and be compassionate,” Fisher says.

At the same time, healthcare marketers should leverage the different strengths of different social media platforms. You might want to share more personal, humanized stories on Facebook and Instagram, but use Twitter for more newsy information, like local government or facility updates.

There are new COVID-19 features on healthcare-specific directories, as well, including telemedicine badges for physician profiles on CareDash and Healthgrades.

Every organization’s listings management strategy is different, but one major theme persists, according to the panel: If you are not communicating information that makes people feel safe, they’re not going to visit you. At this time, every consumer needs to feel as safe as possible, and online listings are your first opportunity to earn their trust.

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

 

Read more about COVID-19’s impact on healthcare marketing and Google Search on our COVID-19 Resources page and in these articles:

About the Author

Kieran McQuilkin
Content Marketing Specialist

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