In this series, Binary Fountain offers its staff expertise to answer common questions about healthcare reputation management strategies.
In this post, George LaDue, Senior Director for Enterprise Sales, tackles questions related to getting started with reputation management for healthcare providers.
How does one get started with reputation management in the healthcare space?
George LaDue: The first step with any healthcare reputation management program is to claim and take control of all the different listing sites out there. It can be called “claiming pages” or “cleaning your listings”, but essentially this simply means taking ownership of each page.
You must follow the processes associated with each individual listing site out there. On average, you see a physician might have 10 pages online on different sites that are specific to them. Do some math and multiply that by the number of providers you might have in your organization. You quickly see how that can become an extremely daunting task if you have multiple physicians, providers or locations that are part of your practice or health system.
That is why a service like Binary Fountain can be a time-saver and make the process efficient for your organization.
After that, the process should include:
- Reviewing your online presence
- Claiming your listings
- Monitoring online reviews
- Responding appropriately to reviews
- Generating new reviews – correctly
- Making operational improvements based on feedback
- Consider providing 1st party reviews on your website
Each of these online reputation management strategies circles back to one thing: How do you make an impact on your online reputation in a way that gets more patients to find you, while keeping the patients who are already there?
What should you focus first when it comes to reputation management?
When we are working with a group in a healthcare setting, sometimes preconceived notions exist. Both older and younger physicians might have very different views. Trying to corral providers or physicians and communicate to them about the importance can have its challenges in itself.
It might be some people that aren’t savvy online in general and they don’t recognize the full importance of it. So it is very important to educate them and explain how it makes an impact. That is usually something that is a first step to putting an online reputation management services program together. However, sometimes you do not even need to involve the physicians. You just take on this program yourself as a marketing VP or practice manager.
Ultimately, you need to know what is being said about the provider and the practice. If you understand that feedback and how to handle or learn from it, you can improve the organization.
What matters most when it comes to reputation management?
Think of reputation management from the perspectives of both the patient and the physician. The patient wants accurate information; the physician wants to be fairly represented.
A physician might have an excellent word of mouth reputation from existing patients. But if potential patients do a search online for the location or provider, what are they seeing? The ability to centralize this feedback and get a good understanding of it is the first step toward service recovery.
From the patient’s perspective, if someone leaves a negative review, they are trying to be heard. If you don’t anything with it, that review is going to hurt your online presence. But if you engage that patient and try to resolve that issue, it shows you are customer-centric. For other patients, it shows the organization cares enough to try to fix the issue that this patient had. That, in itself, can go a very long way.
How does Binary Fountain differ from other healthcare reputation management tools?
We are the premier patient experience and online brand management solution in the healthcare space. We are working with over 300 healthcare organizations and among them are six of the top 10 health systems in the U.S.
Since serving our first healthcare client in 2011, we have gone on to monitor the online reputations for 900,000 physicians.
That experience has led to us building a best-in-class infrastructure and define best practices for the industry.
In addition, we have created an entire healthcare reputation management ecosystem. We understand that when you adopt our solution you do not want a siloed type of technology. There are many different moving pieces in a healthcare organization, and a lot of times we partner to integrate with additional solutions or services – like a survey company, for example.
We have the ability to take those surveys through our system to calculate a star rating. We take the comments from those surveys and republish those online to your own website. We help you take control of that online conversation to drive the traffic there and improve your reputation.
What are some additional benefits that healthcare providers feel once they begin using the tool?
Overall, providers become better represented with a more accurate online reputation. This can lead to increased confidence from the patient before the patient ever enters the room.
Ultimately, this leads to a host of benefits including more appointments, faster service recovery and gaining insights from patients to better improve patient satisfaction and their quality of care.
About the Author
George helps healthcare organizations better understand their healthcare consumer challenges and needs, in order to efficiently manage and improve patient satisfaction.