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October 13, 2020

Introducing: The 2020 Healthcare Consumer Insight & Digital Engagement Survey

By: Aaron Clifford

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

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

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

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

 

How Healthcare Consumer Behavior Changed in 2020

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

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

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

Our 2020 Healthcare Consumer Survey

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

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

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

 

About the Author

Aaron Clifford
SVP of Marketing

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October 08, 2020

Guide to Facebook Recommendations for Multi-Location Businesses

By: Kieran McQuilkin

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

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

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

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

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

What are Facebook Recommendations?

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

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

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

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

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

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

Monitor Facebook Recommendations

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

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

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

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

Respond to Facebook Recommendations

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

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

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

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

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

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

Flag or Remove Fake Facebook Reviews

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

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

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

To report a fake review or recommendation on the platform:

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

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

Manage Your Social Media Presence

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

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

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

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

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About the Author

Kieran McQuilkin
Content Marketing Specialist

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October 06, 2020

4 Simple Tips for Online Reputation Management for Dentists and Orthodontists

By: Kayla Zamary

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

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

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

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

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

Why is Online Reputation so Important for Dentists?

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

That’s where online reviews come in.

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

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

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

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

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

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

1. Claim Your Google My Business Account

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

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

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

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

2. Ask Dental Patients for Reviews

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

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

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

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

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

3. Measure Results and Take Complaints Seriously

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

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

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

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

4. Reputation Management Relies on Customer Experience

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

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

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

 

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

Schedule a Demo

 

About the Author

Kayla Zamary
Marketing Manager

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October 01, 2020

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

By: Kieran McQuilkin

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

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

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

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

Click here to watch the on-demand webinar.

 

Here are the key takeaways:

Where Patients Find Doctors and Decide on Care

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

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

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

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

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

Where Patients Leave Reviews and Engage with Healthcare Brands

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

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

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

Mobile Campaigns in Action and Key Takeaways

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

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

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

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

Click here to watch the on-demand webinar.

 

About the Author

Kieran McQuilkin
Content Marketing Specialist

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September 30, 2020

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

By: Kieran McQuilkin

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

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

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

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

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

Click here to watch the on-demand webinar.

 

Here are the key takeaways:

Healthcare Marketing in the Next Normal

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

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

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

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

Meeting Consumers at the Moment of Truth

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

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

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

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

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

Driving Patients to Take Action

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

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

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

 

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

 

Read more about converting patients through digital marketing:

About the Author

Kieran McQuilkin
Content Marketing Specialist

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September 28, 2020

What’s Changing for Healthcare Digital Marketing in 2021

By: Dana Munoz

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

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

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

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

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

 

5 Digital Marketing Trends For 2021 To Rebuild Your Healthcare Business

 

1. Voice-search optimization and long-tail keywords

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

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

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

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

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

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

2. Heightened healthcare content marketing

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

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

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

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

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

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

3. The importance of patient loyalty in 2021

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

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

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

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

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

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

4. Focus on infographics and video

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

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

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

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

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

5. Establish credibility on social media

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

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

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

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

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

Emerge Stronger in 2021 With These Healthcare Marketing Trends

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

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

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

Here are more recent posts about digital marketing for healthcare:

 

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

About the Author

Dana Munoz
SEO Content Manager

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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: Erik Fessler

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

Erik Fessler
Marketing Coordinator

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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.

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About the Author

Kieran McQuilkin
Content Marketing Specialist

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