When your job is to get a reputation management program up and running, you want to make sure that momentum doesn’t evaporate. What steps can you take to make sure things stay on track when you run into a roadblock? Recently, members of our Binary Fountain Customer Success Team gathered to offer some advice to staffers who are getting started with their reputation management programs.
“We’re tight on resources, time and staff”
Starting up a reputation management program can seem overwhelming. The marketing manager or other staff members tasked with the effort may not feel like there’s enough time to start managing all the online reviews and surveys they receive. Our team recommends the old axiom about how to eat an elephant: take it one bite at a time. Once you begin breaking things down into manageable components, the program becomes more approachable. Plus the tools we offer can help save time in your daily efforts.
Another approach, especially in small-to-medium-sized medical practices or facilities, is to decentralize responsibilities. Individual practice managers – not just marketing – can take on reputation management tasks. They’re already more familiar with their physicians, their services and in some cases help coordinate their patient survey program.
“Responding to reviews — where do we begin?”
There are so many components to reputation management that it can be difficult to decide what to tackle first. The Binary Fountain customer success team suggests responding to all reviews, positive or negative, as a best practice. However, as a first foothold, it makes sense to choose service recovery as the first priority. Collect some data on providers and locations. If one stands out as having a lower reputation, start there, track results, and work toward improving sentiment.
When it comes to which sites to start with, get your dashboard in order and start with one review site, such as Google my business, recommends the team. You can prioritize which sites to add from there based on where reviews are coming from.
“What if we don’t have many reviews?”
The problem of not enough reviews is worth tackling, too – analysis shows that when searching for a provider people value the volume of reviews in addition to the quality. With the right campaign of post-visit surveys and scheduled email follow-ups, the reviews will accumulate, and the quality is likely to rise as well.
Because it’s now a necessity to demonstrate “return on engagement,” there’s no time like the present to get busy, inviting and gathering reviews, and responding to both unfavorable and favorable ones.
Are you responsible for getting started with reputation management? Do you need some advice on some of the questions we’ve touched on so briefly in this post? Contact our team for more information on how to get started with transparency and reputation management.
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