Webinar | Tips for 2021: Healthcare Brand Management | Binary Fountain

December 17, 2020

[Webinar Recap] Tips for 2021: 3 Key Opportunities for Healthcare Brand Management

By: Kieran McQuilkin

webinar-tips-2021-healthcare-brand-managementThe pandemic has bent and reshaped the patient journey this year, leaving healthcare marketers with questions about key opportunities for 2021.

How robust will your organization’s brand be next year? What changed? And how will you measure your evolving online reputation?

In this webinar, Jarrard Inc.’s Reed Smith joins Binary Fountain to answer those questions and demystify healthcare brand management heading into 2021.

With data from healthcare systems and consumers as a guide, we discuss lessons learned from COVID-19, which marketing KPIs to watch next year, and quick tips for capitalizing on reputation management initiatives.

This webinar offers expert insight into how three crucial touchpoints of the patient journey are changing and how your brand can respond heading into the new year.

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Here are some key takeaways from the webinar:

Healthcare Listings Management & Local Search

It’s paramount that consumers find the right information when they search for local care, Smith says. Simply finding, claiming and correcting your Google My Business profile and other listings goes a long way.

For GMB and other directories, functionality has changed due to COVID-19, including the creation of links for virtual care and coronavirus information. Keep up with those changes and how they’re evolving in 2021, and as always, fill your listings with pictures, updated hours and all appropriate links.

Health insurance information is becoming more important to searchers, and Google is adding that information to healthcare providers’ GMB profiles automatically. Make sure to monitor them.

Healthcare brand management professionals should also be tracking search trends on Google, to know what consumers are searching for and asking. Binary Fountain publishes monthly blog posts with keyword trends related to the coronavirus.

Using Reviews & Surveys for Brand Management

The recency of ratings and reviews will prove essential as consumers start returning to providers. Leverage review responses to publish information about your locations and services over the winter. Not only is it a best practice to respond to each review, but also, it’s an easy way to display info for subsequent searchers.

Google Reviews shut down for two months last spring, and Yelp more closely scrutinized reviews early in the pandemic. These changes could happen again, so your healthcare brand management plan should include generating reviews on other platforms, including Facebook, Healthgrades and Zocdoc.

Furthermore, healthcare communicators should stay apprised of their employer brand. Smith says that when Google Reviews were suspended, Jarrard Inc.’s clients had a higher percentage of employee reviews on Indeed than consumer reviews on other sites. Glassdoor, Indeed and other employer-based review sources mean a lot in the healthcare industry, where recruiters face job-seeker shortages in nursing and other roles.

Telemedicine & Virtual Care

Early this year, Smith said, not many people had tried telemedicine. Many were forced into this model as the only available option, and “lo and behold – they loved it.” He expects a lot of those new virtual care patients to stick with telemedicine as their preferred way to interact with care providers.

In many ways, you can use the same mechanisms and media to communicate about telehealth options as you do with other marketing initiatives. Smith reminds us to talk about the benefits and the outcome, not the product. Most people conceptually understand virtual care, so tell patients how it works, how easy it is, and the central benefits.

Healthcare organizations should also be specific about telemedicine use cases in promotional materials. You’ll have an opportunity to promote virtual services through flu and cold season, and continuing into the spring with allergies. These efforts can take some stress off the emergency room and other places that could be more efficient serving other patients.

Email and text campaigns are especially convenient marketing tools for telemedicine promotion, Smith says. Additionally, Google Posts (and new COVID-19 Google Posts) are a free and effective way to get new telemedicine information listed near the top of your Google My Business profile.

After the appointment, healthcare organizations should begin including telemedicine-specific questions on surveys. As a relatively new service offering for many healthcare organizations, you want to capture as much specific feedback data as you can to improve the virtual patient experience.

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Check out more episodes of our Tips for 21 webinar series:

About the Author

Kieran McQuilkin
Content Marketing Specialist

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