Onboarding Physicians to Reputation Management | Binary Fountain

January 15, 2021

Onboarding Physicians to Reputation Management

By: Kayla Zamary

onboarding physiciansOnboarding Physicians to reputation management is becoming increasingly important for healthcare providers. One in three healthcare consumers says online ratings and review sites have influenced their decision when selecting a physician.

Employees at all levels of the organization are learning that a commitment to excellence in patient experience is key. They are also learning how excellence in patient experience is reflected in positive reviews.

In this post, we’ll look at the physician onboarding process at Spartanburg Regional Healthcare System in Spartanburg, South Carolina. Then, we will highlight what the organization is doing to gain provider buy-in. As a result, you will see how your practice can use effective onboarding to master reputation management.

The Basics of the Reputation Management Training Process in Physician Onboarding

At Spartanburg Regional, reputation management training starts on the physician’s start date, alongside other typical first day presentations. The system’s marketing VP reviews the patient experience feedback and presents the service recovery process.

Physicians review the hospital’s complaints and grievances policies and procedures. Then, Spartanburg introduces Binary Fountain’s software and how it works for the group. For example, Spartanburg demonstrates how every patient is asked to complete a post-appointment survey.

Integrating reputation management into your physician onboarding is critical to its success. Reputation management cannot succeed without buy-in from physicians. As a result, you must show your physicians how the process works and demonstrate positive results. This can be a powerful way of convincing providers that the process is both fair and effective.

Physicians can take ownership of their online reputation. Educate them on the online reputation management program and what they can do to help with their own reputation. Additionally, be sure to include reputation management in your organizational onboarding plan.

How Negative Reviews Are Handled

New physicians are educated on how practice managers review surveys and pass on negative reviews to the marketing department. Spartanburg also shows physicians how they will have a chance to work with any complaining patient. The organization hammers home the importance of positive patient experiences during physician onboarding.

Spartanburg’s intense focus on addressing patient complaints isn’t meant to scare new physicians. Instead, Spartanburg explains that survey information empowers the physician to turn negative experiences into more positive ones.

Spartanburg handles unresolved negative reviews promptly as grievances. Therefore, physicians quickly learn about any related to them from management. They also receive guidance on how to work with the patient to turn the experience around.

Responding to negative feedback with action instead of apology alone is crucial. Adverse online reviews can potentially torpedo the reputation of a healthcare organization or a provider – and negatively impact revenue.

Showing patients that you are willing to accept their feedback is an essential element of a positive patient experience. As a result, it can in turn lead to more long-term patient relationships.

How Physicians Are Taught to React if They Encounter a Negative Review

Spartanburg Regional instructs all physicians and other practice staffers to alert the marketing department of any negative reviews discovered on social media. The institution instructs doctors not to respond directly on their own.

Taking control of the review response process is important, especially if some of your physicians are wary of online reviews. Physicians may doubt a review’s validity or disagree with its feedback. Additionally, other physicians simply want bad reviews to “go away” by any means necessary.

Unfortunately, defensive and poorly planned responses can do great damage to reputations. Improper responses reflect poorly on physicians and organizations, even when directed at unreasonable complaints. They may even result in carelessly posted PMI, a serious HIPAA violation.

The Typical Physician Response to Reputation Management Training

Spartanburg has found that “most everyone” responds positively. New staff leaves their physician onboarding understanding how important this is. Many of the health system’s physicians come directly from residency, meaning that they’re familiar with reputation management.

Institutions introducing reputation management to more seasoned physicians can create a positive reception with data. Simply put, let the analytics do the talking.

Physicians are often naturally competitive. Their profession trains them to rely on empirical evidence, to trust data and outcomes. As a result, giving physicians a clear perspective on patient experience data – insight that clearly affects their practices – can grab their attention.

The Follow Up to Physician Onboarding

Spartanburg Regional ensures that its reputation management leaders visit practices and take time to talk with physicians about these initiatives. But these leaders do not treat the interaction as a dull lecture. Instead, they use the time to celebrate good reviews and improved results together.

Use data to engage physicians and congratulate them on their progress. This helps encourage them to embrace the value of online reviews and surveys. You will remind them how they can use the results to improve their online presence. Additionally, they will gain insights into where they can improve the patient experience.

When providers embrace reputation management and patient engagement, patients and potential patients take notice. It shows in the number of reviews, in new patient volume, and ultimately in corporate revenue.

Want to learn more about how Binary Fountain can improve your online reputation?

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To learn more about reputation management, browse these resources:
[Whitepaper] Improving the Patient Experience: A 360-Degree Review of All Patient Touchpoints
[E-book] Online Reputation Management ROI: Knowing Costs and Maximizing Returns for your ORM Program
[Blog] Reputation Management KPIs: Tracking Key Metrics of Your Online Presence
[Case Study] How Baptist Health Increased Review Volume by 320% in 6 Months
[Blog] How to Respond to Reviews During a Crisis Like COVID-19

About the Author

Kayla Zamary
Marketing Manager

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