Online Reputation Management for Doctors
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Online Reputation Management for Doctors
Curated and Written Articles to help Physicians and Other Healthcare Providers manage reputation online. Tips on Social media, SEO, Online Review Managements and Medical Websites
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8 benefits to investing in paid Dental Advertising

8 benefits to investing in paid Dental Advertising | Online Reputation Management for Doctors | Scoop.it

Patients today make their healthcare decisions online. A PatientPop survey revealed that 74.6 percent of people have looked online to learn more about a doctor, a dentist, or medical care.

 

For the most part, patients are looking for their dental care on Google. Google has 88 percent of the U.S. search engine market share, according to StatCounter.

 

According to Google, one in every 20 searches is health-related, which translates to at least 100 billion health searches a year, according to Search Engine Land.

 

Thus, showing up prominently in Google results is a key marketing priority for any dental practice. Dental ads offer dentists a unique opportunity and competitive advantage in reaching patients who are searching for their services.

 

Read on to learn why paid dental advertising is a good investment for your practice.

How dental ads are different from traditional marketing

1. You control where you rank.

On Google, paid dentist ads appear above organic listings on search engine results pages (SERPs). They look almost identical to organic results but are delineated with the word “Ad” in a green box. Placing a dental ad on search can place you at the top of the search results.

 

This is important because where you rank on Google matters. Generally speaking, the higher you rank, the more clicks you can expect to receive.

 

According to Advanced Web Ranking, the top organic Google result on desktops garners a click-through rate of about 31 percent, the second position receives about 15 percent, and the third position receives almost 10 percent.

2. The results are immediate.

Online advertising for dental practices is the perfect complement to search engine optimization (SEO). It’s important to have a website optimized for SEO, but climbing search results organically is a steady process, and you may not be ranking for all the keywords that you desire.

 

When you place a dental advertisement, you can rank the top of the page for that keyword as soon as your campaign goes live, which can mean an instant boost in traffic and dental patients. This can be an especially good strategy if your website has recently been redesigned, as it can take several months for Google to index your site.

3. You can reach your ideal customer.

Unlike more traditional forms of dentist advertising, placing a dentist advertisement on Google allows you to control who can see your ads, meaning you only market to the people you are trying to attract to your practice.

 

You can select to market only in relevant geography. If you’re a dentist in Brooklyn, for example, you may choose to only market to Brooklyn, rather than all of New York City, depending on your specific goals

4. Place dentist ads on the highest value keywords.

One goal of search dental advertising is to reach patients who are ready to convert (book an appointment). The keywords that patients use when searching for care can show their intent of seeking dental care.

 

For example, a patient searching for [teeth whitening] might just be curious about the process and how it works. They may not be ready to book an appointment just yet.

 

However, patients searching for [affordable teeth whitening near me] are showing their intent to seek dental care soon. This may be a higher value keyword because it’s likely to generate more appointment requests. With paid dental advertising, you can rank specifically for these high-value terms.

5. Payment is tied to results.

Paid search advertising for dental practices works on a payment model called pay-per-click (PPC). This literally means that you only pay when someone clicks on your ad. It doesn’t matter how many people have seen your dental ads.

 

A lot of practices hesitate to spend money on dentist ads, but this pay model makes it a safe marketing investment.

 

Because your ad is targeted to those seeking your specific services, the chance that those clicks become booked appointments is higher than with other dental advertising strategies.

6. The return on investment is highly measurable.

With Google advertisements, you can see everything that’s tied to a click on your ad — from the person’s initial search query to what they did on your website, including whether they booked an appointment or if they called.

 

You can see which of your dental ads are working and which aren’t and calculate exactly what you’re getting in return for your investment.

7. It’s a consistent marketing investment for your practice.

Because you pay per click on your ad, it may feel like something that’s difficult to plan month-to-month. However, after some trial and error and figuring out which of your dental ads work best for you, this form of dental advertising becomes consistent over time and is something that you can plan for in your business.

 

8. You can change your budget at any time.

Paid dental advertising is a flexible form of advertising. You can adjust your budget or start or stop your dental ads at any time. Use online dental ads to serve your marketing needs on a budget and commitment that works best for your practice.

 

PatientPop provides dental practices with an all-in-one solution that helps them expand their web presence, boost their online reputation, and automate their front office.

 

Technical Dr. Inc.'s insight:
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inquiry@technicaldr.com or 877-910-0004
www.technicaldr.com

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5 Challenges for Advertising Healthcare on Google

5 Challenges for Advertising Healthcare on Google | Online Reputation Management for Doctors | Scoop.it

With 3.5 billion Google searches made every day, there’s no question that businesses need some sort of presence on the world’s most popular search engine to succeed online.

 

And the most efficient way to ensure you have a presence on the search engines is with paid advertising. Advertising healthcare on Google, however, comes with its own set of challenges.

1. You cannot promote certain services and products

The first challenge for healthcare marketers is that certain products and services cannot be advertised at all. For example, Google does not allow advertisements for CBD oil.

 

In some cases, products and services will only reach a limited audience, rather than an ad getting banned altogether. And you can only advertise certain products and services—including pharmaceuticals and addiction treatment centers—in select countries with a special certification from Google.

2. Can’t use certain phrasing

Aside from the products and services you cannot promote, healthcare marketers also must avoid certain phrasing in Google Ads. These phrasing concerns apply to both the ad copy—what appears in the Google search results—and the landing page copy—where people land when they click on the ad.

 

In some cases, Google rejects or takes down advertisements it deems to be against their policies, all of which are outlined here.

 

For example, a low-testosterone clinic would have to be very careful phrasing their advertisements, as Google may consider an ad or associated landing page to be banned adult content. 

3. Must use certain phrasing

Healthcare advertisers must also include certain types of phrasing in advertisements. You cannot guarantee specific results from a product or from your services. On a landing page, when displaying testimonials or before-and-after pictures, it’s important to use phrasing such as “Results vary and are not guaranteed.”

 

Another thing to include on any landing page is ad copy that actually matches or lines up with the landing page copy. Google’s sophisticated algorithms can quickly detect that an ad for vein services leads to a landing page without any information about veins whatsoever. 

4. No retargeting

Google does not allow healthcare marketers to retarget prospective patients with advertising.

 

This means that, if someone visits your website or clicks on your ad, hospitals and practices cannot use display advertising (ads that appear on other sites) to lure that person back in—all due to potential patient privacy concerns. (However, there are other ways to 

That’s why it’s so important to design a landing page for conversions, so that people who click on your ad have an easy way to fill out a form (or call) and express interest in your services. 

5. Competition

When our agency first got started over a decade ago, digital marketing for healthcare was a fairly niche expertise. Today, we are still leaders in our area—but the competition has gotten tough.

 

When you’re advertising on Google Ads, you’ll have to bid strategically, take advantage of negative keywords (the keywords you DON’T want to rank for), and use advertising best practices to get potential patients to visit your landing page and convert. 

Work with a Google Premier Partner

When you work with a Google Premier Partner for your campaigns, you’re partnering with experts who don’t just employ a “set-it-and-forget-it” mentality with your Google Ads. They’ll constantly optimize to get you ahead of the competition and help your landing pages convert. 

 

Better yet, partner with Healthcare Success to work with a healthcare digital advertising agency that knows the challenges specific to healthcare. Call 800-656-0907 for more information.

Technical Dr. Inc.'s insight:
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inquiry@technicaldr.com or 877-910-0004
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Does SEO Really Matter for Healthcare?

Does SEO Really Matter for Healthcare? | Online Reputation Management for Doctors | Scoop.it

It’s a buzzword you hear any time you talk to someone about visibility for your business’s website. Have you thought about your SEO? 

SEO stands for search engine optimization, and it’s a practice that’s changed drastically over the years. But the purpose remains the same: the term describes the art and science of getting your website to rank towards the top of Google’s search results (or any search engine). 

 

Still, healthcare practices have many ways of advertising their services. That’s why you may be wondering: is SEO truly vital for a healthcare organization?

EO for Healthcare: Why It Matters

The one statistic you need to know about why you should care about SEO for healthcare:

75% of people won’t click past the first page of the search results(Hubspot)

And when it comes to searches on just a mobile device, that number jumps up even higher. People on mobile devices often don’t scroll past the first few results. 

 

Your chances of being seen online drop dramatically when you fall even below the top 3 results for the terms you hope to rank for. And if you’re on page 2, 3, or 4—forget about patients finding your website organically online.

What Types of Healthcare Organizations Should Worry about SEO?

Any healthcare organization can benefit from optimizing their website for the search engines. Patients will research your business online. In fact, the internet is the primary way patients find their doctors today—about 68% of your patients start by checking the search engines.

 

Visibility at the top of the search engines is of vital importance to primary care doctors and urgent care. When patients are in need, they’re likely to search something like “urgent care in Los Angeles” and choose a close, well-reviewed location. 

 

Think specialty practices are exempt? Patients will research a referral online before scheduling an appointment. Depending on their insurance, some may choose their own specialty practice they’ve researched online in lieu of a physician’s referral.

Healthcare SEO May Be More Complicated Than You Think

Healthcare SEO means more than simply including every keyword you may want to rank for on your website. You have to make keywords read naturally, as Google counts readability as an SEO factor. You also have to take steps like optimizing the code on your site and generating quality backlinks pointing to your website to build your credibility in search.

 

Besides, you have to spend time thinking about which keywords are more likely to draw visitors to your website. Think about the user intent of someone landing on your website.

 

If they’re looking for a doctor who might treat a problem they’ve been having, would they search something like “knee replacement surgery,” or would they look for info about “knee injuries?” It’s tough to say until you do the research.

 

Optimizing your website for search engines is not something you can do in a day. It takes quite a bit of time. In fact…

SEO May Not Be the Fastest Way to Rank

Search engine optimization is a slow process. Google won’t simply see the changes you’ve made to your website and move you up to the top of the search engines. It can take months before the needle starts moving significantly in terms of visibility. 

 

It’s also not a one-and-done process. Optimizing your website for search engines takes work. You’ll have to continue to post content or update the content you already have as well as optimize local directories.

 

As an FYI, there are faster ways to get your website seen on the search engines. Paid search results are one way to get people to click on your brand, and these show up instantly (as long as you have digital marketing specialists on your side).

Only Work with Search Engine Optimization Experts

Improving your healthcare website’s SEO value requires a lot of work and time. We don’t recommend doing this yourself or using an amateur to improve your SEO. SEO is changing every day, as Google shifts its algorithms.

 

Experts keep up on the news and know-how to optimize to Google’s ever-changing standards.

 

We also don’t recommend doing this with a company that only offers SEO services. The right strategy combines search engine optimization with whatever other services you need. These may include social media advertising, website design, and traditional media including TV and radio.

Technical Dr. Inc.'s insight:
Contact Details :

inquiry@technicaldr.com or 877-910-0004
www.technicaldr.com

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8 Essential Features for Testimonial Software

8 Essential Features for Testimonial Software | Online Reputation Management for Doctors | Scoop.it

The right testimonial software can help you gather more online testimonials, and improve your business’s reputation without demanding hours of your time. To help you save time and manage your reviews, there are a few essential features that your testimonial software should have. Your software should help you not only display testimonials in an attractive way, but also gather and manage testimonials efficiently.

8 Essential Features for Testimonial Software

1. Automate Testimonial Gathering

Many types of testimonial software allow you to display testimonials, but few actually help you gather them. This is an essential feature for testimonial software that can help you automate your testimonial collection process and save hours of time. To use your testimonial software to effectively gather testimonials and automate the process, you’ll need to have your testimonial management, display and submission process all connected in one application.

2. Gather Testimonials with Landing Page

To start gathering testimonials, you first need a place for customers to submit them. The ideal testimonial software will allow you to easily add a testimonial submission landing page to your website. This should give customers everything they need to submit a testimonial directly to your platform. For example, Uni Key Health Systems used their testimonial landing page to incentivize customers and give them an easy place to submit their thoughts.

3. Usable With Your Website

Almost a third of the web now operates on WordPress, and new site owners are migrating to WordPress every day, making usability with WordPress a high priority. You don’t necessarily need a WordPress plugin to manage your testimonials, but the testimonial software that you use should be compatible without a lot of coding experience.

4. Compatible with Multiple Formats

Text testimonials are easy to fake, and customers recognize this. Your testimonial software should, at minimum, be compatible with pictures, so prospective customers can see that the testimonials are real and trustworthy. As video gains popularity and generates more shares, it’s helpful to use testimonial software that is compatible with video, or you might find yourself falling behind.

5. Approve and Dismiss Testimonials

Inevitably, you’ll receive some testimonials that you would rather not post on your site. While you can’t always control what customers say on other platforms, you can control the testimonials that you display on your own site. This means you’ll need a way to review, approve and dismiss testimonials accordingly. Make sure that your testimonial software has a place to store testimonials, whether text or video, until you review them and decide what to do.

6. Add Account Managers

You’re busy running your business, and you might not have time to review all the testimonials you receive. In this case, it’s helpful to be able to add others to your testimonial software as account managers, without sharing your own login credentials.

7. Match Site Formatting

A variety of testimonial apps allow you to display testimonials in different ways. Before you choose an app, make sure you can display testimonials the way that suits your site design. Keep in mind that your site or the way you use testimonials might change, so it’s good to have some flexibility here. Choose testimonial software that allows you to easily display testimonials on your website, and in multiple places across your site. Look for the ability to change the number of testimonials displayed, change the length or size displayed, and change colors or text as needed.

8. Share to Social Media

Customers put more confidence in products that others are raving about. This is the basic psychology of social proof, and part of the reason testimonials are such powerful selling and marketing tools. The wider reach your testimonials have, the more impactful they will be. Choose testimonial software that allows you to integrate with social media platforms, and spread your social proof far and wide.

You might not need all of these features now, but it’s easier to grow into available features than to move all of your testimonials to new software later. When your testimonial software has the features you need, you can keep it for years to come. Before you choose, give your testimonial software a test drive to see if it has the features that you’re looking for.

 
Technical Dr. Inc.'s insight:
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inquiry@technicaldr.com or 877-910-0004
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Online reviews and HIPAA: What you need to know about responding to patient reviews

Online reviews and HIPAA: What you need to know about responding to patient reviews | Online Reputation Management for Doctors | Scoop.it

HIPAA adds extra complications for healthcare providers facing negative online reviews. The common wisdom for most businesses is to respond to all negative feedback publicly. However, HIPAA levies large fines and penalties against providers who reveal personal health information without patient consent.

 

It’s no wonder then that most healthcare providers are gun-shy when it comes to responding to online reviews. Fewer than one in five have a process for dealing with bad reviews, even though more than 80% of providers are concerned about the damage reviews can cause.

 

That said, there are HIPAA-compliant ways of dealing with patient reviews, and you should definitely incorporate review responding into your practice routine.

Why responding to online reviews is so important

Especially given that healthcare can be a life-and-death matter, prospective patients pay a lot of attention to a provider’s online reviews. In fact, 94% of people use online reviews to evaluate physicians, and 75% say that review sites have influenced their choice of provider. As such, negative reviews on sites like Vitals.com, Healthgrades.com, RateMDs.com, Google, and Yelp can be especially damaging—destroying your online reputation and turning away prospective patients.

 

The good news is that most patients tend to write positive reviews. But when negative reviews do pop up, you can often turn them into good reviews by responding promptly in a caring, professional, and HIPAA-compliant manner.

 

These online interactions show potential customers how much you care about your patients’ satisfaction, which can significantly boost your online reputation. Moreover, responding thoughtfully to a negative review can cause a two-fifths of viewers to overlook it.

 

But you shouldn’t just respond to bad reviews; you should also respond to good reviews. In fact, 70% of people believe it’s important for healthcare providers to respond to all reviews online. Doing so not only demonstrates that you listen to your patients, but it also shows that you truly value them and are grateful for their feedback.

 

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inquiry@technicaldr.com or 877-910-0004
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What Makes a Website Trustworthy? 5 Factors That Make or Break Trust Online

What Makes a Website Trustworthy? 5 Factors That Make or Break Trust Online | Online Reputation Management for Doctors | Scoop.it

Today more than ever before, trust is an issue online. Users are rightfully concerned about whether the information they’re reading is accurate if their personal information is secure, or how their browsing habits are observed and used. But what makes a website trustworthy? How do users decide which websites are accurate, secure, and ethical? And does this work?

5 Factors that Make or Break Trust Online

1. The URL

Your web address—your URL—is one of the first and most obvious indicators that makes a website trustworthy in users’ minds. A website’s URL explains, in part, where information comes from or what organization the website is associated with. For example, from their URL alone we know that the Stanford Persuasive Technology Lab (https://credibility.stanford.edu/) is associated with Stanford University (https://www.stanford.edu/).

 

Each person’s assessment of a URL happens quickly; they decide whether to click on a link or trust a site in an instant. So what makes some URLs and therefore some websites more trustworthy?

 

  • Recognition: If a user has heard of or used the URL before, they are more likely to trust it. Though this can be helpful, as popular websites often have some benefits over others, this can be a problem; what is popular is not always safe or trustworthy.

 

  • Simplicity: URLs with many layers are more easily forgotten and they are harder for users to interpret or understand. What is misunderstood is often mistrusted.

 

  • Authority: Some URLs which are commonly associated with governments, universities or other high-authority institutions are more easily trusted (.gov or .edu, for example). Since these organizations are usually concerned with public education and safety, this is generally a good practice, though it should not be the only factor.

 

  • Security: To be secure, a website should have at least an SSL certificate. This protects users with a layer of encryption and puts the “s” in Https. As of 2018, Google flagged any sites without an SSL certificate with a red “Not Secure” icon by their URL.

2. Social Proof: Testimonials and Reviews

We are all innately social creatures, and we instinctively watch what those around us are doing to see what the best course of action is. This is the effect of social proof; we trust what others trust. This is also part of what makes a website trustworthy.

 

Social proof can occur in many ways. As previously mentioned, when more people use and are familiar with a particular web address, that site becomes more trustworthy. However, a site doesn’t have to be a household name like Google or Amazon to benefit from social proof. Testimonials, reviews, and case studies are all types of social proof. When new users see that the site has worked for others, they are more likely to trust it.

 

For this to be successful, the testimonials, reviews or other signs of approval must be authentic and reliable. Users have known long before the internet that endorsements aren’t always real and reviews can easily be made-up. Video testimonials are one of the best ways to showcase authentic reviews, simply because videos are much harder to fake or steal than text or pictures alone.

3. Social Approval: Star Ratings and Endorsements

Even sites without their own user testimonials can leverage the effects of social proof. Showcasing a star rating gives new site visitors an indication of quality, even if they have never heard of the site before. Many sites use a widget or app to carry over star ratings from Amazon, Yelp, or other sites in their niche, or they may simply display an image and a link to the page. Magazines, blogs, books, movies and other media showcase star ratings from known publications or reviewers. Many products use endorsements from celebrities or experts in their field. Businesses will showcase their high-profile clients on a case studies page or on their homepage.

This makes a website more trustworthy by borrowing authority and familiarity from other websites, people, or brands. Though users may not be familiar with a particular website, seeing high reviews from someone or something they do know gives them some security.

4. Current, Readable Design

Sites that are difficult to follow, read, understand or are simply unappealing will not inspire trust. Though a site’s outward appearance shouldn’t necessarily reflect how reliable, ethical, or accurate it is, this connection definitely occurs in visitors’ minds. This is due to several factors;

  • Outdated site designs make users think the information isn’t current and therefore may be inaccurate or unreliable.
  • Sites with unclear text, capital letters, errors or other problems indicate spam and other online hazards.
  • The bad design shows negligence and users wonder if the site owners are also negligent about security, customer service, or information accuracy.

It is ideal to have a site designed especially for you by a professional. If this isn’t possible, use a clean, legible format from a template. Update your site information on a regular schedule and display the date when it was edited.

5. Transparency

To make a website trustworthy, users should be able to follow the path of information and verify it. There should be no secrets about where information comes from, who posted it, or why it’s there. Maintaining absolute transparency is one of the best ways to make a website trustworthy. Transparency means making the following information known or easy to access. If it isn’t, users can and should wonder what you’re hiding and why.

  • The people or company behind the website
  • Content authors
  • How the website or organization is funded
  • The website’s or organization’s mission or goals
  • Contact information
  • How a product or service works

 

Does your website deserve visitors’ and consumers’ trust, but it isn’t seen as trustworthy? Some of these aspects, like parts of your URL, you cannot completely control, but there are changes that you can make to make your website more trustworthy. Try making these changes to make your site more secure, recognizable, authoritative and transparent. Remember, gaining trust doesn’t happen overnight, but visitors will recognize businesses and individuals that operate with ethics and care.

 
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5 Trends in Online Reputation Management in 2019

5 Trends in Online Reputation Management in 2019 | Online Reputation Management for Doctors | Scoop.it

By Sam Stemler on January 8, 2019

 

Now more than ever, customers look online to find where to eat, what to buy, even what doctor to go to or what car to buy. Good reputation management has become even more important in recent years, and 2019 is no exception. Whether you’re just starting to take charge of your online reputation, you want to stay ahead of the pack, or you’re a marketing agency offering valuable reputation management to clients, take a look at these trends in online reputation management in 2019.

5 Online Reputation Management Trends in 2019

1. Good Mobile Search is a Must-Have

You’ve probably already searched for yourself on your laptop, but have you done a search on your mobile device? Mobile searches first eclipsed desktop searches in 2015, and the number of mobile searches has risen sharply since then. This is an important trend in online reputation management in 2019, especially for restaurants, coffee shops, retail stores, and similar consumer-facing businesses.

 

Remember that mobile searches are competitive, and getting to the top of a search like “restaurants near me” will be tough. However, you want to be sure that customers who are looking for your business can find it, and find all the information they need. When you search for your business, make sure the following are accurate and easy to find, no matter what type of business you operate. If this information doesn’t come up, it doesn’t necessarily reflect poorly on your online reputation, but it can give customers the wrong impression about your attention to detail or your availability.

  • Store or office hours
  • Location
  • Website
  • Phone number
  • Email
  • Facebook page
  • Attractive images of your business, products, or your work

If you do a mobile search and any of this information is incorrect, or if negative reviews or unattractive pictures show up, it’s time for a mobile search results overhaul. Businesses that may not have the time, staff, or aren’t sure of the skills needed to tackle this issue often work with a marketing agency. To diversify marketing services and revenue, many marketing agencies provide reputation management services separate or in addition to marketing campaigns. Agencies may help businesses claim and manage Google business listings, post positive photos and videos, and encourage customer reviews. Agencies that understand what customers are looking for and what inspires them to share provide valuable services to businesses seeking to revamp their mobile search results and reclaim a good reputation.

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2. Reputation Management Needs Tools

Searching for your business name and combing through social media mentions isn’t an efficient way to conduct reputation management in 2019. There’s a wide range of tools that can help you automate this process in a variety of ways. To manage your reputation effectively, you’ll need to invest some time at the start, then you can let these processes mostly run themselves.

 

There are dozens of free and subscription-based tools available to help fulfill any of these tasks. The following are just a few examples. You might find other tools that work better for you.

 

  • Social media monitoring: Hootsuite, Zoho Social, and Sprout Social are just a few examples of social media monitoring tools that will comb through keywords, mentions, and more across a variety of platforms.
  • Email automation: when requesting reviews, thanking customers, or following up, you don’t need to write the same emails a thousand times. Use email automation software like MailChimp or Constant Contact.
  • Monitor the web: Google Alerts is one of the best tools for monitoring your name, brand, or other keywords across the world wide web. Choose keywords or phrases, set an alert (for free!), and you can get individual or digest emails whenever the words come up.
  • Testimonial gathering: Organize text, picture or video testimonials all in one place with Boast and display them on YouTube, Facebook, on your website, or use them in your marketing materials. Boast integrates with the most popular social media platforms, mail automation programs, Google analytics and more, so it fits right into your existing tech stack.

Marketing agencies offering reputation management and repair in 2019 know the power of a quality tech stack. With the right set of tools, you can target sources of negative feedback, fix them, and replace them with quality, compelling reviews faster. By automating as much of this process as possible, you can give more personal attention to clients, and focus on growing your business.

3. Video on the Rise in 2019

Over 100 million hours of video content is consumed daily on Facebook alone. By some estimates, video content can help to increase conversions by as much as 80%. These and many other compelling statistics about video all indicate that video content is rising fast, getting more attention, more shares, and winning more customers. If you want to not only manage your reputation this year but to put your good reputation to work for you, video content can help you do it.

 

You don’t need fancy cameras and a studio set up in your office to capitalize on the benefits of video content. Use a video testimonial gathering platform like Boast and you can start using video content just by asking your customers to submit their videos. You can post videos of your customers using your product, visiting your business, or showcase your company culture. Always get your customers’ (or employees’) permission before you use the video, and be sure to thank them or reward them for participating.

 

Businesses may choose to create or manage videos in-house or work with an agency to save time. If you’re an agency using to video to boost your clients’ reputations in 2019, intuitive tools like Boast can help you gather customer stories and develop authentic, compelling videos faster.

4. Social Media is a New Business’s Best Friend

Many businesses monitor their online reviews and consider their reputation management done. While review sites are important, they aren’t the only place that customers are talking about you online. More and more customers are taking their outings, experiences, and complaints to social media, which can mean winning over customers’ friends or keeping them away.

 

Social media and online reviews work in different ways, but they are both important to online reputation management in 2019. Consider when and how customers interact with online reviews compared to social media. Online reviews are important when customers are actively looking for you and nearly ready to make a choice. By contrast, social media works passively, introducing your business to people who may never have heard of you and may never have searched for you. This makes social media a powerful tool for businesses that are not yet well-known, as your first few followers and fans can quickly encourage organic growth.

 

A variety of tools (see point 2 above) can help you monitor the social conversation around your brand, even if you don’t have an account on these platforms. If you notice a lot of conversation buzzing on a particular platform, consider making an account and connecting with your customers.

5. Good Reviews Require Active Participation

It’s no longer enough to simply monitor your online reputation. If you want to improve or maintain a good reputation, you have to be an active participant.

Doing good work and giving customers positive experience is a large part of the online reputation battle, but it doesn’t guarantee that customers will share their good experiences. To benefit from the work you put in every day, you have to close the loop and incentivize customers to share their experiences. There are a variety of ways to do this, and which you choose will depend on your industry, customers, and the time you can commit.

  • Add social sharing information to the bottom of receipts or coupons.
  • Offer exclusive discounts or coupons on social media for everyone who shares your post.
  • Offer rewards to customers who share their thoughts.
  • Run a contest or giveaway for customers who write reviews.
  • Request review through automated emails.
  • Meet with your clients directly and ask for a review.

If they are struggling with negative reviews or they’re having trouble getting reviews at all, many businesses work with marketing agencies to improve the situation. Reputation management is now, more than ever before, a multi-layered project that many businesses don’t have enough time or skills to completely manage. Marketing agencies may offer reputation management and improvement campaigns using the strategies above, as well as many others.

 

If you’re wondering how you can get the word out or improve your business reputation this year, test out these online reputation management trends in 2019. With a new approach for the new year, you may find yourself getting more notice and even beating out the old standbys in your industry.

Technical Dr. Inc.'s insight:
Contact Details :

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Gabe Maxwell's comment, September 26, 2019 6:09 PM
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How the Internet Affects Doctor's Reputations 

How the Internet Affects Doctor's Reputations  | Online Reputation Management for Doctors | Scoop.it

Running any kind of business involves a certain amount of public relations work – and most doctors, lawyers, and small business owners don’t have PR teams on staff. When it comes to the medical profession, the importance of a good image is doubled. Reputation management for doctors isn’t an easy task, but it’s an important one for physicians to understand.

How the Internet Affects Doctors’ Reputations

We live in an age in which everything is public. Unfortunately, that “everything” includes negative information as well.

There are a lot of things that can happen to medical professionals that can negatively impact their reputation. Many of these things are very easy for competitors, disgruntled patients, or others to make public. Here are some examples:

  • Negative patient reviews
  • Court cases
  • Medical licensing issues.

Even if none of these has happened to you, one of them very easily could. Also, you’d likely be surprised if you sought out your online reviews.

Even the best physicians occasionally have negative reviews. These reviews can damage the business side of your practice before you’re even aware of them. Many of your patients and potential patients probably

 

That’s why one of the most important aspects of reputation management for doctors is knowing how to check on your own medical reputation online. Forearming yourself with knowledge is the surest way to fix any reputation problems. This includes both problems that you have now and those that may develop in the future.

How to Check Your Reputation as a Doctor Online

Plenty of consumers know how to do research on you – it’s practically public knowledge. You need to know how to do so too.

There’s a simple way, of course: simply running a Google search on your own name. That may actually get you pretty far. However, there’s a lot more you need to do to get a true sense of your online reputation.

How to Deepen and Widen Your Online Reputation Search
  • Don’t just search for yourself on Google, but on Yahoo and Bing as well.

Google is the most popular search engine, but your patients and potential patients probably use all three to a certain extent.

  • Use a wider variety of specific search terms.

Instead of searching for your name or the name of your practice, try searching for things like “[Your Name] Medical License,” “[Your Practice Name] Reviews,” or “Should I go to [Your Name]?”

The more specific your search terms, the more specific your results. You can bet your patients are asking Google and the other search engines these types of questions. Why aren’t you?

  • Search for yourself or your practice on consumer review sites such as Yelp!
  • Try searching for reviews by patients you know may be creating negative content associated with your name or your practice.
  • Look online for information on court cases you’ve been involved in, or other specifics that could drastically affect your online reputation.

It’s important to be very honest with yourself here about anything that could result in your medical reputation getting dented.

Search for anything you can think of that could negatively impact your public image. Even personal problems not related to your practice can sometimes spill over into your professional life.

Proactive Reputation Management for Doctors

Congratulations! By completing a fairly wide and deep search for information on your public reputation, you’ve already taken a big step towards better reputation management.

However, reputation management for doctors involves a good deal more than simply knowing what’s out there. To keep your reputation spotless and your patients coming in, you also need to consider some of the following:

  1. How often you should check up on your online reputation.
  2. The amount of positive information about you online.
  3. How to run deeper online reputation searches.

Let’s look at these in order.

How Often to Check Your Online Reputation

The first step to maintaining a positive reputation is frequently checking on that reputation. You can’t fix problems you haven’t seen. Also, reputation problems tend to fester and grow the longer they’re left alone. Seeing a bad review can make another patient more likely to post one, for example.

As such, it’s important to consistently check all properties related to your practice online. Is there a Yelp page for your practice? Have patients written Google reviews regarding your care? Be sure to check these frequently.

You should also look yourself up on Google, Yahoo, and Bing fairly frequently to make sure there aren’t any negative news articles, blog posts, or other types of online content being circulated that regard you.

Luckily, it’s easy to check the status of your reputation on Google constantly with the search engine’s helpful service Google Alerts.

How Much Positive Information You Should Hope For

Even if there isn’t any negative information about you or your practice available on the internet, is the web doing all the work it could be doing for your practice? If there isn’t a large amount of positive information out there, the answer is no.

Why do you need to worry about how much positive information on your practice exists? There are several good reasons:

  1. Negative information is going to crop up eventually. No one lasts long in the medical industry – or any other field, for that matter – without getting at least one negative review. Being proactive about generating positive content can offset the effects of future negative content.
  2. Good information on you or your practice existing online can work like free advertising. All those same people that you worry about being scared off by bad information could be brought in by good information.

There are several ways to create more positive content for your practice detailed in the next section, “How to Fix Your Online Medical Reputation.” It may be worth looking over even if your reputation is already spotless!

Is There a Way to Run Deeper Online Searches?

The answer to this question is complicated. For now, I’ll say yes and no.

There is no secret “deep search” feature hidden somewhere on the internet. A lot of less ethical online firms, including some in our own industry, like to say something like this exists in their advertising. It’s nothing more than a sales tactic.

However, there is a way to search more deeply than you already have. The way to go deeper on the internet is to go wider.

In addition to Google, the other major search engines, and Yelp, you should be checking less obvious places. These include social media sites (Facebook, Twitter, and the like), as well as consumer reporting sites. Look through legal documents posted online, through licensing board records, and at minor review sites that haven’t achieved the status of Yelp.

Google and the other major search engines are the main factors determining your online reputation. However, things go much deeper than that. Different internet users trust and find different sources.

Some may almost exclusively use Facebook for news and reviews. Others don’t trust Yelp for whatever reason and use alternatives. The savviest internet users will look at more complex documents like public records to determine whether or not to get treatment at your practice.

Because all of these internet users are potential patients, you want to be sure you have all your bases covered. That does involve putting some work in now, but it could make a huge difference to your practice later on.

How to Fix Your Online Medical Reputation

There’s a lot of work involved with creating and keeping a spotless reputation in the internet age. However, with the right amounts of time, knowledge, and hard work, anyone can do this for themselves. Although Google and the other search engines have created this unique 21st-century problem for doctors and other professionals, the search engines also offer the best means to solve it.

The key principles of reputation management for doctors are very simple, even if the practice itself is complex. Here they are:

  • Negative information affects your practice because it appears on the first page of Google. According to Search Engine Journal, a whopping 75% of search engine users never get past the first page.
  • Pushing the negative information off of the first page of Google, then, would provide an instant boost for your business.
  • The only way to push negative content down is to create positive or neutral content that ranks higher in Google and other search engine results.
  • The art and science of making web content more attractive to search engine algorithms are called SEO, an abbreviation for Search Engine Optimization.

All of the top companies in the world use SEO to a certain extent. Some have internal SEO departments or rely on marketing and PR employees to do SEO. Others hire out. In fact, there is a huge SEO industry serving both small businesses and the corporate world. One subset of that industry is professional reputation management.

 

Reputation Management for Doctors Tip No. 1 – Creating Positive Information

The first and most important thing you can do to start better managing your medical reputation, then, is creating positive information.

Negative content about you won’t simply disappear on its own. Something has to take its place. Furthermore, having more positive content related to you and your practice available on the internet can only be good for your business.

However, many doctors don’t know how to create positive, professional web content at all. On top of that, there’s an additional step: making sure that the positive content you create ranks higher than the negative content on Google. If the positive content ranks higher, it pushes the negative content down. If the positive content doesn’t rank as highly, no one will ever see it.

Here are a few quick guidelines for creating relevant, useful positive content that will rank highly on Google (and the other search engines). There is also some great information in the video at the end of the last section.

Creating Positive Content for Physicians, Step by Step

1. Use social media platforms such as Facebook and Twitter to create positive content about your practice. These platforms, while they may not seem important, can be extremely useful. They have high “authority” with the search engines, meaning they almost always automatically rank highly in searches.

2. Create other free, high-authority profiles such as those available from LinkedIn.

3. If you don’t already have a website, create one. If you do have one, consider expanding it. Do you have a blog? A blog can be an amazing way to create positive content about your practice.

4. Consider writing press releases and submitting them to news media, or guest posting on other medical blogs. Although you don’t directly own these other sites, filling them with the information you’ve created and tied it to your name can work wonders for your online reputation.

Reputation Management for Doctors Tip No. 2 – Hiding Negative Information

The good news on this front is that you’ve already put a lot of the work in by creating positive content. However, there’s a little bit more involved with getting rid of negative information. This is one of the most important components in the puzzle of reputation management for physicians.

To make your positive content rank higher on SERPs (that’s an abbreviation we SEOs and reputation management professionals use for Search Engine Results Pages), you’ll need to do some SEO work.

More good news: for public profiles like Facebook and LinkedIn, the SEO work is essentially already done for you. However, if you’re creating positive content on your own website or another less ubiquitous web platform, you’re going to need to optimize it for search engines.

Unfortunately, there is a lot more involved with search engine optimization than I could ever get into here. However, there are a lot of great sources out there that can help you learn SEO, such as the Moz Blog, which covers a wide variety of important SEO topics in depth regularly. It’s a great place to familiarize yourself with the basics. Also, it can help you understand the latest developments in the field once you’ve become an advanced SEO yourself.

You may also be interested in this video. It’s very long, but it is one of the most concise and complete introductions to SEO I’ve ever come across.

Getting Rid of Negative Content – Beyond SEO

In addition to SEO, you need to think about how to get rid of negative content on platforms such as Yelp. Because Yelp is such a large and frequently-used platform, you’ll never beat it on SEO alone. Other review sites, such as Facebook and Google Reviews, work in much the same way.

However, there are two ways to minimize the effects of negative reviews on these sites:

  • Try to get as many patients as possible to write positive reviews – the law of averages will be on your side when customers look at your Yelp or other review site profile.
  • If a patient you have a good relationship with writes a bad review, consider contacting her or him directly. Ask if there’s anything you can do to make things right, and the patient may end up taking down the review.
  • However, never be pushy or defensive when you’re doing this – that will only end up making your reputation that much worse.

Don’t rely on Yelp or any other review site to take down a negative review, though. Unless you can prove a review is fraudulent or overly malicious, it’s here to stay. Even if you do have a case, the review companies move slowly on this issue.

Furthermore, if you have a lot of negative reviews on sites like Yelp, ask yourself if there’s anything you’re actually doing wrong.

Even the best doctors make mistakes, and patients are sometimes malicious in reviews without thinking of the consequences. However, have an honest conversation with yourself and your staff about ways to combat negative reviews. Honesty and a good reputation and outlook in the real world will not solve all your problems online, but they might help a great deal.

Reputation Management for Doctors Tip No. 3 – Hiring a Professional Reputation Management Service

For some doctors, all of this reputation management work can simply be too much. You have a practice to run, after all.

Many doctors, as well as lawyers and other professionals and business owners, hire outside help for this. There are pros and cons to hiring outside reputation management help, as with any business decision.

Hiring Outside Reputation Management Help for Doctors: Pros

1. Hiring professionals to carry out reputation enhancement and management tasks leave you with more time to focus on your main work: taking care of patients.

2. Utilizing a professional service can also bring about positive results faster than managing your reputation on your own.

3. Professional reputation managers do this for a living and know a great deal about reputation management for doctors and other professionals.

4. Perhaps the biggest benefit associated with hiring professionals to do this sort of work, besides the time it will save you, is how long-lasting the changes will be. Because professional reputation management firms have a deep expertise in the field, they know how to get you longer-term results than you’re likely to get on your own.

5. Many firms also offer affordable recurring contracts, checking up on your reputation and offering help in the future should you need it.

Hiring Outside Reputation Management Help for Doctors: Cons

1. The major drawback to hiring professionals is the expense. Reputation management services aren’t cheap. However, some firms in this industry are much more reasonably priced than others, and the positive changes professionals bring about can get you more patients.

2. While there are many upstanding, legitimate reputation management and SEO firms out there, there are also a few illegitimate businesses to watch out for. Signs to look out for on this front include overly aggressive sales tactics and too-good-to-be-true offers or pricing.

3. It’s also important that you talk with any SEO professional or reputation manager you’re considering hiring about their stance on a white hat and black hat SEO tactics. Black hat tactics can hurt your practice in the long run.

Online Reputation Management for Doctors: Your Options

If you suspect you need to start a reputation management program for your practice, you have a few options:

  1. Do it all on your own.
  2. Hire professionals right away.
  3. Ignore the problem.
  4. Do what you can on your own, and learn a bit more about the science of reputation management and enhancement, before hiring professionals.

The fourth option is the one we most highly recommend. Although there’s a lot to be said for hiring professionals, there’s also a good amount of work you can do on your own. Furthermore, managing your own online reputation can be a hugely positive learning experience.

The worst option, of course, is number 3. Ignoring this problem will at best be very problematic for your medical practice, and at worst could be entirely fatal for it. With a compromised reputation, the prognosis is not good.

Here at Reputation Enhancer, we help individuals and businesses get rid of negative listings on Google and other search engines. We do so use a highly personalized approach. Because of our low overhead, we can offer these services at lower prices than almost any of our competitors.

Technical Dr. Inc.'s insight:
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inquiry@technicaldr.com or 877-910-0004
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Online Reputation Management Strategies

Online Reputation Management Strategies | Online Reputation Management for Doctors | Scoop.it

While the Internet revolutionizes patient privacy laws, it's also redefining the relationship between medical practitioners and their patients. While this relationship was once restricted to the exam room, patients are now empowered to take their musings about healthcare – the good, the bad and the ugly – online.

 

While the notion of having your practice reviewed on a third-party review site can feel nerve-wracking, the reality is online reviews are being increasingly utilized by patients. A recent survey found that more than 65 percent of people are aware of online physician rating sites and approximately 28 percent of potential patients search these sites. More than 40 percent of respondents deemed physician rating sites as "very important" for choosing a physician. In another study, 45 percent of respondents were willing to see an out-of-network doctor if he or she had more positive online reviews than an in-network doctor.

 

Today, in the U.S. alone, there are over 65 sites devoted to online medical reviews. While the structure and extent of information varies, most sites provide basic information about a given physician or practice, including education, specialty and experience. Physician ratings are assigned to a variety of factors influencing patient care. The most common factors include the physician’s communication skills, bedside manner, ease of scheduling an appointment, wait times, office and waiting room cleanliness, and staff courtesy.

Online reviews should not be dreaded or feared. They can be used as tools to help medical practitioners ensure the quality of patient care. You must accept the fact that online reviews are a reality. Whether you like it or not, online reviews are trusted by patients with increasing frequency. Your practice will have a better chance of performing well if you can leverage the power of positive online reviews, improving your online reputation.

A proactive online reputation strategy can help current and prospective patients perceive your practice as an established, credible, authoritative medical resource. Positive reviews can also suppress negative remarks, pushing them lower on search engine results pages to help reduce their visibility. Here are some effective strategies for monitoring and improving the online reputation of your medical practice:

•Keep listings updated: In addition to third-party websites such as RateMDs.com and Vitals.com, keep business information updated on search engines like Bing and Google. Consistent and accurate listings on multiple sites make you appear engaged with patients, improves Google page ranking and reduces frustration over incorrect on. This strategy is particularly important for small practices and clinics that offer unique features or services such as flexible appointments, short wait times, multiple locations, and multiple insurance plans accepted.

•Monitor online conversations: Monitor your patients and know what is being posted about your practice on social media channels and other sites. You can use tools like Google Alerts and Social Mention to monitor the digital landscape. To manage online conversations, you must first claim all public listings of your practice on local directories, including Google Places. By claiming your listing, you gain control of what gets published under your brand’s name.

•Respond to online reviews: It's important to track and address online reviews promptly and professionally. Instead of waiting for reviews to come in, you should look for innovative ways to encourage your patients to post positive online reviews for your practice. Make the review process simple. The easier you make it for your patients to leave a review, the more likely they are to do so. Consider implementing a tool that gathers reviews from various sites so you stay one step ahead.

•Use social media to engage patients: No practice can afford to evade the influence of social media, and therefore it becomes critical to monitor social media channels and actively engage patients. You can implement tools to help you track social activity and brand mentions in a dashboard format using a site like Hootsuite. By staying active on social media, you can create brand advocates, drive website traffic, and attract positive reviews and feedback for your practice.

•Provide unmatched customer service: Most often, unhappy patients will not complain; but are unlikely to use your practice in the future. If you do not provide excellent care, patients will rarely bother telling you what your mistakes were or how to improve. Unhappy patients, in addition to not returning to your practice, will likely tell others about their bad experience. The ripple effect of one unhappy patient can be very damaging to your brand reputation. Make sure your staff is trained on providing excellent customer service.

Managing your medical practice’s online reputation is a continuous activity. You cannot build a strong reputation overnight. This is why most doctors choose to hire professionals to help them improve the online reputation of their medical practice.

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Is word-of-mouth marketing best to attract new patients?

Is word-of-mouth marketing best to attract new patients? | Online Reputation Management for Doctors | Scoop.it

4 reasons why word-of-mouth marketing is not enough to grow your practice

1. Patients still conduct online research even after being referred

A referral might help you attract new patients, but that alone probably won’t seal the deal. Nearly all patients (91 percent) always or sometimes conducts additional research after receiving a referral from a healthcare provider, according to the 2018 Patient Access Journey Report conducted by Kyruus.

 

If your online reputation isn’t great — or is non-existent — people probably aren’t going to take the recommendation. With so much information readily available online for other providers, it’s easy for patients to find a doctor who meets their unique needs.

 

2. There is a limit to how many people word-of-mouth marketing can reach

Online reviews and your practice website can be accessed worldwide on a 24/7 basis. Word-of-mouth marketing has a much smaller reach, as it relies on the discourse between two people.

 

“There’s a limit to how many people you can access through your existing patients, and even if a patient refers me to a friend, that person will look for me online,” said PatientPop customer Dr. Nicole Mermet. “No matter how good your dentistry is, or how strong your staff is, or how well you run your business, you’re invisible if you don’t have a strong online presence.”

3. You’re not in control of the conversation

Nearly three-quarters (71 percent) of people make recommendations because of a great experience, according to the Chatter Matters report. This is a good thing, but even when patients rave about your practice, you don’t know what they’re saying.

 

Just because patients praise your practice, it doesn’t mean they’re speaking to an audience who requires your services. Even if they are, their recommendation might not include the information needed to convince the other person to give your practice a try. If they go online to learn more about your practice but don’t find anything, they might opt for your competition.

4. Growth can take a long time

When trying to figure out how to get new patients, growth is something you’d like to see sooner, rather than later. Unfortunately, you don’t know when referrals will be given or when recipients will need to use them.

 

Your practice might be referred by a patient today, but it could be months or even years before the other person actually makes an appointment. If you want to grow your practice now, this method might prove to be of little help.

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Did you know that Long Patient Wait Times Costs You?

Did you know that Long Patient Wait Times Costs You? | Online Reputation Management for Doctors | Scoop.it

Patience is a virtue, but patients don’t always feel the need to practice it. And that makes sense; as more practices offer shorter wait times and more one-on-one time with the doctor, why would they want to put up with long patient wait times?

Attitudes towards patient wait times are changing

If you’ve worked in the healthcare field for quite a while, you’ve probably heard the term “healthcare consumerism.” While the term encompasses many different things, the big idea is that patients expect their healthcare experience to be more like a customer service experience.

 

This retail mindset means patients are no longer willing to put up with long wait times at the doctor’s office—just as they wouldn’t wait a half-hour in line at the store to buy an item.

Reasons for shifting patient attitudes

The truth is that patients have never enjoyed long wait times in the office. In many cases, they simply accepted it as the norm.

 

While some offices have always attempted to streamline processes, we all know that practices and hospitals have a reputation for scheduling appointments that rarely begin on time.

 

So what’s different now? Patients have become empowered to take control of the situation. They know that there are other options out there. And while they may not be able to turn back the clock and choose another office, they can prevent other people from making the same mistake.

Your reputation is on the line

Wouldn’t it be great if a doctor or hospital’s reputation was based solely on their professional merits? Of course, you strive to provide the best level of healthcare you can. But in this day and age, that’s not enough to earn a strong patient referral.

 

And patient referrals are not just limited to someone’s family and friends. A recent Vitals study showed that healthcare facilities with long wait times tend to receive much poorer reviews than those with shorter waits.

 

The highest reviewed practices had average wait times of 13 minutes, while those receiving low star ratings had wait times of 34 minutes.

Patient reviews have greater reach than ever before

90% of patients have researched a doctor or hospital before visiting. Chances are high that most of your patients have looked you up online. They may have been pleased with your reviews, or they may have decided you were worth a shot despite them—but after a visit, they could change their mind.

 

This fact is not just limited to primary care. Even patients who receive a referral from another doctor are likely to research that referral online. And if they don’t like what they see, they may seek out a second option.

Your competition is changing

Depending on your area of specialty, the competition surrounding your practice or hospital is likely a lot different than it was just 10 or 15 years ago.

 

Primary care doctors and some other specialties are competing with urgent care clinics, including those in retail locations like a CVS. Urgent care clinics now compete with telehealth apps on mobile devices.

 

If you want to keep patients in your practice or hospital, you have to create an experience of care that keeps them coming back and is competitive with these modern healthcare environments.

Losing a patient is expensive

According to Vitals, 30% of patients have simply left a doctor’s office because they were dissatisfied with the wait time.

 

In some cases, the cost of acquiring a new patient can be a couple hundred dollars—worth it when you consider the lifetime value of that patient, but not if you lose them!

 

And when one patient leaves, you miss out on the opportunity for several more patients. This includes their family and friends and, of course, several people reading your negative reviews.

What can you do to reduce the wait?

It may be time for an audit of your systems and processes. Think about what you could do to really streamline appointments and make sure everyone is in and out in as little time as possible. Could you…

  • Automate check-ins or keep these online?
  • Keep better estimates of the amount of time needed for certain times of appointments?
  • Text patients when you’re running behind and allow them the option to reschedule?

 

Best of all, listen to your patients and their needs. Even if you fall behind in scheduling, your patients will appreciate transparency and your willingness to fix the issues over time.

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How to Respond To Negative And Positive Patient Reviews [The HIPAA Compliant Way]

How to Respond To Negative And Positive Patient Reviews [The HIPAA Compliant Way] | Online Reputation Management for Doctors | Scoop.it

Even though patient reviews have a critical role to play in the success of your healthcare practice, they don't work in solitude. They are a conversation initiated by one of your patients that asks for your participation to present your side on the matter. You would provide the final viewpoint on the situation.

 

Not responding to a negative review will give the impression that you don’t listen to what your unhappy patients have to say and aren’t proactively addressing areas where you may be struggling. Whereas, not responding to positive reviews can make you look like you only care to address patients when there’s a damage to your reputation. In both cases, it will be your reputation that suffers.

 

When responding to your patients’ reviews, it’s important to comply with HIPAA regulations. HIPAA compliant review responses keeps you safe from any data privacy-related troubles. Data privacy is a big violation that can bring unnecessary financial and legal problems.

How to Respond to Negative Patient Reviews

Negative reviews are not always a bad thing. In fact, you need a few negative reviews from your patients. Replying to a few negative reviews appropriately can help draw attention toward your business’s positive qualities. Think of this concept as quality control.

 

When you see a negative review, don't immediately write a response. It's better to take a short break, analyze the situation, think of a strategy, and then write your response. Below are the “do’s and don’ts” of responding to negative reviews:

Do Not Even Think of Ignoring Them

When patients are irate, it’s natural for them to sound more dramatic while writing reviews. They’re upset and want the world to know about it. Take it with a grain of salt and never take it personally. However, do not ignore negative reviews.

According to a study, the majority (65%) of patients said that it's highly expected of doctors to respond to patient reviews. Responding shows that you take patient feedback seriously and are committed to improving the patient experience. The key here is to be understanding and sincere.

See if the Review Violates Terms and Conditions of the Website

Another thing to do before you respond is to check if the review is violating the terms and guidelines of the review website. If the review turns out to be objectionable, such as written by someone else, promotional in nature, sexually explicit, contains third-party names, harasses, abuses, or threatens to harm, etc., you can simply “flag” or “report” it. Let the review site know about it so they can investigate it and consider taking it down. Consider writing to the review site. However, remember that they are inundated with these requests and may not get back to you for weeks or months.

If the review is not objectionable and it correctly points out your fault, it's your responsibility to think of a strategy to respond to it.

Here's what you should keep in mind while responding to a negative patient review:

 

Examine the situation: Analyze the situation from all perspectives; the patient's point of view, the legal point of view, and the public point of view. After analysis, consider a professional HIPAA compliant response that not only solves your patient's concerns but also minimizes the damage to your reputation.

 

Begin with an apology: Even if you don't recognize your patient's claims, start your response with an apologetic and sympathetic tone. Next, explain your stance on the matter and let your patients know that you're serious about listening to their concerns. For example – “We are sorry to learn about your bad experience. However, this is not something that goes with our standards. Our representative will connect with you to learn more about it."

 

Passively market your service USPs: There is no harm in providing a little bit of extra information that explains what your patients usually experience. This will insert a little bit of marketing in your response to the bad review. For example – “We are normally known for our exceptional attention to detail, and we regret that we missed the mark.”

 

Note: Don't include your practice name or relevant search terms, like category and location, in your response as it can make your negative patient review appear in the relevant search results.

 

  1. Keep it anonymous: Make sure that your team responding to patients' reviews is aware of the HIPAA guidelines. HIPAA requires providers to respond to patient reviews without disclosing the patient's identity and/or their personal health information; such as, but not limited to, phone number, email address, appointment dates or times, diagnosis or test results. Failure of HIPAA compliance can invite hefty fines and even court-related troubles.
  2. Offer to move the conversation offline: Provide contact information of someone at your practice whom unhappy patients can contact to discuss their problem in person. For example – "Hi! My name is [name], and I'm the [provider/practice manager] at our practice. If you'd like to discuss this further, please call me at [phone number] or email at [email address] during regular business hours."

How to Respond To Positive Patient Reviews

Just because positive reviews don't cause any trouble (if they are genuine), should you just sit on them and do nothing? Absolutely not. First, that would be like ignoring someone when they give you a compliment, and secondly, don't you think you should amplify the goodwill using those positive reviews? Obviously, yes! Also, it's a great way to spread positive messages about your brand’s online reputation!

The good news is there are a few best practices and guidelines to follow when it comes to positive reviews; these are very important to remember.

Here’s how to respond to positive patient reviews, the HIPAA compliant way:

  1. Start with 'thanks’: Just like you start off with an apology in case of a negative review, you should also thank your reviewer when they praise you. Example – “Hi! Thank you so much for your kind words. We appreciate you taking the time to share your great experience!"
  2. Keep it ambiguous: While thanking, don't use phrases like, "It was great to see you," or "Thank you for visiting the office." Such phrases sound more declaring or affirming and may be used against you for indirectly exposing the identity and actions of a patient.
  3. Boldly market your practice: Inserting your business name, category, location, and your service-related keywords may help these positive conversations, about your brand, appear in the relevant Google search results. For example – “The team here at [your practice name] are delighted to hear your feedback, and we're proud to be the most trusted [service category] provider in [location name].”

Tips to Get the Most Out of Positive Patient Reviews

  1. Amplify it on social media: You should amplify all positive reviews through social media. Try using a graphics tool like Canva or PicMonkey to create engaging graphics of your testimonials and share across social media. Make sure to cross-promote the testimonials on all social channels you’re active on. This is known as social proof.
  2. Promote it on your website: You can also create a separate testimonial page on your site and showcase positive patient reviews for promotion. Doing so will also help your page get better search engine rankings.

 

Note: To get the most out of positive patient reviews, you should strive to get more overall positive reviews.

 

Incentivizing reviews isn't a great option, it's not ethical, and most review sites don't approve of it. However, you can always ask and facilitate your patients to write reviews in an ethical manner.

Handling patient reviews requires time and effort and an understanding of the policies. It's one of the significant tasks under healthcare online reputation management.

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How to Ask For a Google Review

How to Ask For a Google Review | Online Reputation Management for Doctors | Scoop.it

How to Ask for a Google Review: 6 Proven Techniques to Use

1. Email

A simple way to reach customers is in their inbox. By delivering a request for a Google review through email, you can easily layout the steps and provide simple links for the customer to do so. All they really need to do is open the email and write a review.

 

The obstacle you may encounter with this technique is cutting through the email inbox clutter. People receive massive amounts of emails per day, so make sure you use email marketing best practices to improve the open rate and click-through rate. Another way to make sure you’re practicing these techniques as effectively as possible is to have specific criteria customers should meet before you send out the email. A great way to figure out which customer is ready to leave a review and which is not is to calculate Net Promoter Scores.

Don’t make your customers hunt for your page to leave a review

Use the Google Review Link Generator. 

2. Social Media

To successfully collect reviews, show up where your customers are hanging out. This may require a bit of audience research. Come up with a list of social media platforms your customers use frequently. This list will probably include platforms Facebook, Instagram, Snapchat, Twitter or Pinterest.

Online users respond to aesthetics. Try creating a well-designed, branded graphic that will catch your customers’ attention. You can post it to Facebook, Instagram stories, Snapchat, etc. The graphic can include steps for leaving a Google review to simplify the process.

3. Ask In-Person

A slightly different approach to take is requesting testimonials face-to-face. Depending on what type of business you run, you might have the opportunity to interact with your customers in person. This can provide a better gauge on whether or not they’re likely to leave you a good review. If they’ve been purchasing from you for a while, or you’ve maintained a strong relationship, this can be an effective strategy. You might say something along the lines of, “You really seem to be enjoying [product/service]. We’ve actually been working on building up our reviews on Google. Would you be open to leaving a review on [product/service]?” If they say yes, have an info card on hand such as the one you created for your social media accounts, that lists out how to do it and is easy for them to hang onto.

4. In-Store Kiosk

It can be difficult to get an in-store customer to take action online, but it can work with the right strategy. An in-store kiosk can be helpful here. By using kiosk mode, you can lock an iPad or another device to one app, so your customers can write a review right in the store if they choose.

5. CTA

Call-to-actions jump out at people on websites, in advertisements, and on landing pages. With the right and design, and the right copy these can be extremely effective. If you decide to run a testimonial campaign, including a CTA at different touchpoints in your website, social media platforms or digital advertisements may increase the likelihood of people writing Google reviews.

6. Boast

Finally, make use of tools available to you. Boast stores all testimonials in one easy-to-access location, and allows you to filter testimonials based on different factors. We’ve written several blog posts outlining different ways to identify people ready to write a review and how to collect more reviews. By using Boast’s automated processes, you can ask the right customers for Google reviews automatically and save time.

Google is an important part of every business in the Information Age, and you can use this essential tool to your advantage. Ask your loyal customers for Google reviews, and you might be surprised at how many are willing to vouch for you. With your good reputation on display, you can use Google and your customer’s loyalty to bring in more business.

 
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8 Effective Marketing Tips for Hospitals

8 Effective Marketing Tips for Hospitals | Online Reputation Management for Doctors | Scoop.it

Use these simple, cost-effective marketing tips for your hospital to make it the preferred choice for patients.

Hospital marketing is challenging to say the least. You can’t really inspire people to come to visit a hospital. You know they won’t. However, you need to increase your patient base to do justice to all the investments you have made on your hospital and subtly marketing your brand is the key. We share with you some tips that will help you create brand awareness with minimum investments.

8 Subtle Marketing Tips to Create Awareness about Your Hospital Brand.

1. Get A Responsive Website

The first thing most potential patients will try to do is go through your website (until and unless it is an emergency and your hospital happens to be the nearest) and find out as much about your hospital as possible, online. So don’t just build a website that displays information about your hospital and your team, but focuses on giving patients useful health information to take better care of themselves and their family. A good idea would be to talk about preventive care.

2. Use Social Media Well

The world is on social media. Facebook, Twitter, Instagram, LinkedIn, and the likes are the virtual places where you can reach to create brand awareness with potential customers as well as attract good talent. Appearing on social news feeds often will go a long way in keeping you in the mind of the users. Interesting posts keep people interested. And people remember useful tips and their source.

3. Don’t Underestimate the Power of SEO

You know your potential consumer is going to hit Google, right? When your potential patient searches for best healthcare practice you want your hospital’s website to pop up on the first page. That is what Search Engine Optimization (SEO) does. Get your web developer and content editor to focus on SEO keywords. Hire an SEO consultant, you do not need a full-time employee on your payroll for this.

4. Stress on Internal Marketing too

That’s right. Every employee of your hospital is your spokesperson. Get your HR Head to make the employee experience at your hospital great and get them talking good things about their hospital.

5. Give Patient a Chance to Say Wow

Branding is not what you tell your customers, it’s what they tell each other about you. Enhance patient care, and they are sure to remember it for a long time. Give them care and attention and they will speak for you. Get your Operations Head to work towards giving the patient an exceptional experience. Nothing works better than Word of Mouth.

6. Shoot Emails

Emails are effective. Get your IT team to maintain a subscriber email list and share helpful informative emails based on the patient’s illness. It tells your patients that you care for them even after they leave your hospital. Maintaining communication with useful, helpful and high-value information is key to building a good hospital brand.

7. Showcase

Get your good work out there as testimonials, videos, patient stories, etc. Post on your website, post, and re-post on social media show it on the LCDs in the hospital waiting areas. Talk about breakthrough treatments in interviews, conferences and public forums.

8. Automate your operations

The patient and the family is already stressed when they are in hospital. Make their experience simple and easy by using a reliable Hospital Information System (HIS). This will make a world of a difference in the experience right from registration to patient discharge. Another pain point for patients is the way hospitals manage health insurance claims and settlement. Using a robust revenue cycle management solution (RCM) would play an important role in taking the stress out of hospital insurance claims management.

Show your patients and the society in general that you care about their health and well-being and you really do not want them to reach a stage where they have to go to a hospital.

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How to Measure the ROI of Online Reputation Management

How to Measure the ROI of Online Reputation Management | Online Reputation Management for Doctors | Scoop.it

How to Measure the ROI of Online Reputation Management

Overall, online reputation management means creating more positive, trustworthy sentiment around your brand, and removing or displacing negative sentiment. This sentiment comes from three main areas online; social media, referrals, and review sites. We’ll address the ROI of each of these online reputation management strategies individually. This way you can tackle them one by one, or pick and choose the areas that are most important to your business or your client.

Social Media

Social media is a big part of online reputation management for many people, businesses and brands. And even if you don’t use social media, your customers and potential customers do. That means you’re probably getting mentioned—either positive or negative—whether you see them or not.

To measure the ROI of online reputation management in social media, you first need a baseline. There are a few different KPIs you can choose to get a starting social media score.

 

  • Followers: Whether you’re looking at Facebook, Twitter, Instagram or another platform, followers are a fairly good indicator of customer approval on social media. According to Sprout Social, your followers are about 57% more likely to be customers. Keep in mind that bots and other businesses will skew your organic follower numbers somewhat.
  • Engagement: Likes, retweets, reposts, mentions, comments and other types of engagement are also a measure of social media approval. This, like followers, is a fairly easy number to gauge and requires only basic social media monitoring services. However, remember that not all engagement is positive.
  • Sentiment: This may be the most difficult social media KPI to measure, but it’s also the most accurate assessment of online reputation management on social media. If your total mentions and engagement are relatively low, you can skim through your mentions to get an average or set up keyword filters including your brand name and positive or negative words. Social media management programs like Hootsuite or Sprout Social also have special algorithms to measure the public’s view of your company on social media.
  • Traffic: The total website or store traffic you get from social media isn’t a direct link to your social reputation. However, it is an important metric for measuring ROI. This means you’ll want to measure traffic from social alongside one or more of the previous three reputation indicators. You might use tracking codes, link click-through rates, or Google Analytics to measure your traffic from social media.

If your social score could use some improvement, devise an online reputation management campaign on social. You might hire an agency or new staff person to respond to mentions and solve problems, work with influencers online to improve your image or make a focused social media campaign around a hashtag or trend. Determine how much this campaign will cost.

 

You can measure the ROI of online reputation management through social media using improvements to your traffic and social score. For example, if your engagement grew 100%, traffic from social media increased by 50% and your average conversion rate is 5%, total sales increased by 2.5%. This also indicates that a 100% increase in engagement means a 2.5% in sales. To measure your ROI, divide this increase in sales by the total amount spent on online reputation management.

 

— Harness the power of video testimonials to raise your reputation via social media. Access free templates to get started » —

Referrals

Referrals are less noticeable because they are generally not searchable, like reviews, and they’re not public, like social media. However, research shows that consumers are 4 times more likely to buy when they receive a referral from a friend.

If you have a high customer churn, referrals might not be a relevant online reputation management strategy for you. However, if you have a smaller group of loyal, satisfied, repeat customers, referrals are very important.

Just like social media, you’ll need a referral baseline before you can measure the ROI of this online reputation management strategy. Also like social media, there are a few methods you can use to do this.

  • Referral links: When a customer completes a purchase and you send them a follow-up email, send a link that they can share with friends. You can measure the click-through rates on the link itself, or leads from a referral page.
  • Satisfaction survey: Ask your customers how they feel about your business and brand. Specifically, ask if they would recommend your company to a friend. This is metric is also known as your Net Promoter Score.
  • Referral Program: Incentivize your customer and their contacts with a referral program. Track how many existing and new customers take part.

If you don’t currently have referrals or if your Net Promoter Score is low, you’ll need a strategy for improving it. Or, if customers are unlikely to refer you, ask about their buying experience, and address any problems. If customers would refer you, but aren’t, make it easy for them to spread the word, and give them an incentive. Advertise your referral program as well. Determine how much these efforts will cost.

 

To determine the ROI of this online reputation management strategy, track the sales from referral links, landing pages, or programs. Lifetime customer value will also be an important factor. Some estimates say lifetime referred customer value is about 16% higher than other customers. Along with sales, you’ll want to reassess your Net Promoter Score with another survey after executing your reputation management strategy. Just as before, divide your total increase in sales by the amount you spent to find the ROI of this online reputation management strategy.

Review Sites

For some businesses, such as restaurants, contractors, or dentists, review sites will play the most important part of online reputation management. Measuring the ROI of this online reputation management strategy is more difficult since you can’t track these sites or directly measure their effect. However, research and data projections can offer some guidance.

 

A study by Harvard Business School showed that local businesses that increased their overall review rating by one star saw a 5 to 9% increase in revenue. With this data, you can estimate ROI from increasing your star-rating on popular review sites like Google or Yelp. Divide a projected increase in revenue by the amount you will spend on improving your reviews to get ROI. Use the following formula to get a cautiously optimistic estimate. You could also substitute .07 with .05 or .09 to get a low or high estimate, respectively.

[Original Revenue x .07] – Original Revenue = Revenue Increase
Revenue Increase / Total spent = ROI

Start with a modest goal of a one-star improvement. If you have just a few reviews, it won’t take many five-star experiences to make a significant impact. Read your reviews and address any problems that come up frequently. If you believe a competitor or someone else is posting fake reviews about you, contact the site or respond to the review and explain the situation. Encourage customers to post reviews, but remember to stay within legal guidelines and the site’s rules.

Other Content

In some cases, you may have other content to contend with, like blog posts, news items, watchdog websites like Ripoff Report or Consumer Affairs, or even competitor sites. If negative articles like these are high on search results, you should consider this a top priority in online reputation management.

 

The effect of negative articles depends mostly on how trustworthy the source is and how easy it is to find. If the source is well established and the article is on the first page of search results when you search for your company name or related terms, the effect can be very noticeable. According to Moz, one negative article indicates a 22% customer loss, and two means losing almost half.

 

Keep in mind that these aren’t just bad reviews by unhappy customers. These are bloggers, journalists, or other writers who went out of their way to either reveal a real problem or defame your business. If the story is untrue, consider taking legal action with a libel case. If the story is true and you’ve fixed the problem, address it, and then work at repairing your reputation.

 

Estimating the ROI on this online reputation management strategy is fairly straight forward. If you can remove or displace the negative article from the first page of results, you can estimate a 22% traffic increase. If this also boosts your own website to a higher spot in the search engine results page (SERP), you can expect additional traffic increases. From there, apply your conversion rates and sales to get your ROI.

Your online reputation is affecting your business, whether you’re aware of it or not. The first step to mending your online reputation is fixing the problem, whether that’s customer experience, product quality, or libelous competitors. The next step is making a repair plan, and executing it in a way that supports ROI. With an online reputation management strategy that is ethically and financially responsible, you can bring in loyal, lifelong customers for years to come.

 
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How to Collect, Use & Calculate Your Net Promoter Score

How to Collect, Use & Calculate Your Net Promoter Score | Online Reputation Management for Doctors | Scoop.it

By Sam Stemler on January 22, 2019

 

Since it was first introduced in 2003 in the Harvard Business Review, the Net Promoter Score (or NPS) has quickly become one of the most powerful metrics in measuring customer satisfaction. Not only does your Net Promoter Score tell you how your customers feel, but it also correlates with customer spending, income growth, customer retention, and other important metrics. However, as with all data, the Net Promoter Score must be collected, calculated and used properly to be effective.

Collect, Use and Calculate Your Net Promoter Score

What is the Net Promoter Score?

The Net Promoter Score was first developed by Fred Reichheld, Bain & Company, Inc., and Satmetrix Systems, Inc. as a meaningful measurement of customer loyalty. It’s now a registered trademark of the three, and it is used by more than two-thirds of Fortune 1000 companies.

The Net Promoter Score is relatively easy to gather since it is based on a straightforward question and uses a simple formula. It also shows the strongest correlations with other important metrics, like sales and growth. These are a few of the reasons that NPS has become such a popular metric.

How to Calculate Your Net Promoter Score

Your Net Promoter Score is calculated based on customer responses to a simple question: “How likely is it that you would recommend our company (or product or service) to a friend or colleague?”

 

Customers respond to this question from a 0 (not likely at all) to 10 response (Very Likely). Those who respond with 9 or 10 are considered “promoters.” These folks are loyal to your business and will likely, as their survey response suggests, be good ambassadors for your brand. Customers who respond with a 6 or lower are considered “detractors.” Though they might continue to use your services despite being unhappy, but won’t be making good recommendations, and will probably recommend that family and friends steer clear. Finally, customers who respond with a 7 or 8 are considered “neutral;” unless something happens to sway them, they probably won’t say much of anything about their experience.

Once you’ve collected responses, you can then use the following formula to calculate your Net Promoter Score.

Net Promoter Score = % of Promoters – % of Detractors

% of Promoters = # of Promoters / Total Respondents

% of Detractors = # of Detractors / Total Respondents

Net Promoter Score Example

Here’s an example of the Net Promoter Score formula at work. Let’s say you surveyed 220 customers. You determined that 90 customers were “promoters,” giving you scores of 9 or 10. 50 customers were “detractors,” giving you scores of 6 or less, and 80 customers were “neutral,” with scores of 7 or 8.

% of Promoters = 90 / 220 = 40.9%

% of Detractors = 50 / 220 = 22.7%

Net Promoter Score = 41 – 23 = 18

This number may be anywhere between -100 and 100. In this case, your net promoter score is about 18. Any positive number is generally considered to be a good Net Promoter Score, but this will depend more on your competitors and your industry. If, for example, all your competitors have scores of 20 or higher, this might not be as good as you thought. In this example, there were almost as many neutrals as promoters, which may indicate that your customer experience, though not overtly bad, is a bit lackluster.

Before you can calculate your net promoter score though, you need to collect responses from customers or clients. How you go about this can make an impact on your score, and whether or not you can use your Net Promoter Score to give you actionable insights.

How to Collect Your Net Promoter Score

Though NPS is based on a simple question, collecting responses to calculate your net promoter score can be more complex. How you collect your responses will depend on two things; what actionable insights you are looking for and how you best interact with your customers. Let’s break each of these down.

How Do You Interact with Your Customers?

There are two different variants of the Net Promoter Score and though they measure the same thing—customer satisfaction—they do it in different ways. The Transactional Net Promoter Score, as the name implies, measures customer satisfaction when a transaction takes place. The Relationship Net Promoter Score, on the other hand, measures the overall loyalty and satisfaction of the customer. Many B2C companies who depend on a large customer base and a large number of transactions use the Transactional Net Promoter Score. Many B2B companies who depend on ongoing relationships use the Relationship Net Promoter Score. Some companies may use both at different times.

 

If the Relationship Net Promoter Score is best for you, you’ll want to take a more personal approach. This means calling your clients directly or speaking with them at a meeting. This also means asking more in-depth follow-up questions, which we’ll get to later.

 

If the Transactional Net Promoter Score is ideal, you’ll want to gather a lot of responses and automate your collection process. You’ll probably send a survey after a purchase using an automated email and use fewer, shorter follow-up questions.

What Insights Are You Looking For?

The Net Promoter Score is only an indicator of your customer experience. Alone, the NPS can’t tell you what you’re doing well or how you can improve. For this, you’ll need some carefully considered follow-up questions.

 

If you’re gathering a lot of responses after purchase or another transaction, keep your follow-up questions brief and to the point. Many companies take a simple, two-question approach, asking the 0 through 10 questions about the likelihood of a recommendation, and then an open-ended question about why the customer gave that score. These responses will give you specific things you can improve, or show you what your customers value most about your business. If the same things keep coming up, you’ll have actionable insights to work with.

 

Here are some follow-up Net Promoter Score survey question examples you might ask for the transactional approach:

  • Why did you give that score? This will help us improve.
  • Tell us what you liked or didn’t like about your experience.
  • How could we make your experience better?
  • What would you like to see in the future?

If you’re taking the Relationship Net Promoter Score approach, you’ll have fewer responses, so you’ll want to make them more in-depth. You might ask your client about each part of the ordering and delivery process, about specific people they work with, or specific features they use or would like. If a few customers provide similar responses, you’ll know where you can improve.

Here are some follow-up Net Promoter Score survey question examples you might ask for the relationship approach:

  • Does our product have the features you need? What would you like to see in the future?
  • What did you like or dislike about our customer service?
  • How has your experience been working with our staff/specific person?
  • Are you able to find the products that you need? What would you add?

How to Use Your Net Promoter Score

By itself, your Net Promoter Score is just a number. With the right follow-up questions, you can see where this number comes from and what you can do to improve it. In order to act on these insights and make real changes, you’ll need participation and leadership from multiple levels of the company. Before you collect and calculate your Net Promoter Score, make a plan to organize and enact changes, otherwise, the time and energy you spent gathering your NPS will go to waste. Consider the following as you make your plan:

  • Interdepartmental Leadership: Make sure each department is aware of NPS tracking and scoring, and be sure they understand the importance behind it.
  • Communicate Your Plan: Remember that NPS is designed to improve your organization, not punish people within it. Emphasize to your team that you’re focused on making improvements, not penalizing employees.
  • Score Results: Before you send your NPS surveys, have a plan in place for scoring and measuring the results. You might automate this with a survey tool, or assign this task accordingly.
  • Capitalize on Strengths: Remember that NPS isn’t just about finding weaknesses. Use the tool to uncover and capitalize on strengths as well.
  • Prioritize Improvements: Most likely, the NPS survey will reveal multiple areas of improvement. Decide how you address these, including which areas to address first and a timeline in which to do it.
  • Incentivize Participation: Employees that work with customers every day often have the biggest impact on the customer experience and on improving your NPS, however, they seldom have the power, recourse or incentive to do so. Bring customer-facing employees to the table and make them a part of the process to enact real change.

Remember that even a good NPS score can still reveal important problems. Also, keep in mind that it’s only useful to compare NPS scores to other competitors in your industry; your score may be above average in general, but still low for your industry. Finally, remember that your NPS is only useful as long as you derive useful insights and act on them. With all of these things in place, you will have a system for measuring customer satisfaction and generating growth-driven improvements from them.

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How to Assess Your Current Online Reputation 

How to Assess Your Current Online Reputation  | Online Reputation Management for Doctors | Scoop.it

As patients are increasingly turning to search engines and review sites for evaluating the quality of care, it’s time that healthcare providers should also be there to provide the answers that patients are looking for. With a proactive reputation management, doctors can leave the right impact that will convince patients and eventually acquire them. This article will guide you step-by-step in developing and managing your online reputation.

 

The success of your healthcare practice depends on how positive a reputation it has with its patients. If that’s the case, then how do you determine your practice’s reputation? Referrals and word-of-mouth are still a well-known and common factors that relate to your reputation and patient acquisition, but then how many of your new patients rely on just these two factors to choose you?

 

As a matter of fact, even after getting referred by their friends or family, or even by another physician, one of the first things that your patients will do is to research your practice and its reputation online to see what other patients are saying about you.

 

While displaying positive patient reviews can certainly help your practice influence opinions in your favour, it doesn’t mean that reviews are all that matters for your practice’s online reputation.

Users check, on an average, 12 different sources including content from review sites, social media, on-site testimonials, blogs, etc., before finally picking a provider. – Google

All this sum up into two things: first, many other factors (apart from reviews) are responsible for your online reputation. Second, reviews and testimonials form a major part of it. The process that takes care of all these is called online reputation management.

What Is Online Reputation Management?

“Online reputation management (ORM) is the practice of crafting strategies that shape or influence the public perception of an organization, individual or other entity on the Internet. It helps drive public opinion about a business and its products and services. – Techopedia. The definition encompasses almost every online marketing activity that directly or indirectly adds to the reputation of your practice and you. So, in those terms…

ORM may involve utilizing your medical expertise to engage with your online patient community on Facebook to answer medical questions and concerns. Or, using the same expertise to provide relevant answers to your patients’ health-related inquiries via content marketing, to establish yourself as an authority in the eyes of your audience and Google (by improving your search rankings).

 

However, as the term ‘reputation’ exhibits more about your patients’ beliefs or opinions, it’s arguable that in its core, ORM strategy deals more with taking control of the online conversation. That way, ORM may involve using Twitter or Yelp to jump in on conversations and tackle negative or defamatory comments about your practice. Or, it could involve soliciting positive reviews from happy patients to improve the search engine rankings and the public-facing online reputation of your practice.

 

With online reputation management, you can ensure your healthcare brand is decently positioned (and represented) not only on review sites but on other important places like search results and social media timeline/feeds. If you are interested to see how these are done, we will explain later in the article.

Before that, you should introspect whether your practice really needs reputation management or not. For that, you’ll need to self-assess your current online reputation. How?

Keep reading…

How to Assess Your Current Online Reputation

Have you ever Googled your practice or your provider’s name to see how they appear in the search result? If you haven’t, do it now! A stellar online reputation starts with a robust internet presence. After all, if you are not properly visible, how can anyone say anything about your reputation?

 

Your website: Ideally, your website should appear as the first result of a direct search (someone directly entering your brand name) on Google. If your site is well-optimized (with proper keywords), is well-indexed, isn’t serving any penalty from Google, then it’ll rightfully appear in the first result. Of all other content links in the search results, at least some should be the predominantly “owned” ones (i.e., those where you control the content). For example, your blog page where your brand owns the content. Appearing with more predominantly “owned” links means a high reputation in the eyes of Google.

 

 

If the review snippet appears, check for these:

  • Aggregate review scores are appearing from how many review platforms?
  • Is it only from Yelp, or from other review platforms such as HealthGrades and Facebook?
  • Are the aggregate review scores positive or poor?
  • Is there parity in the aggregate review scores of different review platforms?

To appear with review snippets from different platforms, your review profiles will need to be well-optimized for local online presence. For a high reputation, they’ll also need to be mostly positive.

 

Google Knowledge Graph: Appearing in the Google Knowledge Graph means you have a high online presence and reputation. The Knowledge Graph sums up the most useful information about your practice such as your picture, the map, the business address, telephone number, patient reviews, etc., all in one place.

 

However, appearing in the Knowledge Graph requires a well-optimized site and proper online listings of your practice on different third-party online directories, including Google My Business.

 

Tip: Search differently as patients will do. It means replacing related words around the keyword. For example, substituting “Dr. ABC Neurologist” or “Dr ABC McArthur Boulevard” for “Dr ABC, MD” will expand the search results. Search results for all these terms will slightly differ, and ideally, for all these terms, you should appear decently parallel to make sure that your reputation is on terms with related keywords.

 

While search engine reputation matters the most, social media reputation is no less important. That’s why you’ll need to assess your social media reputation as well.

 

One of the best ways to assess your reputation on social media is by manually checking your social media profile pages and comparing them with your competitors.

 

If you have been visiting your social media pages daily, you should already be aware of the situation. However, if your profiles are being handled by a social media marketing person or your practice manager, it’s time you make the assessment right now.

Why You Should Focus on Facebook

Facebook is the most important platform as it’s a highly sociable place where you get to learn from your patients’ perspectives. For learning about your reputation with other stakeholders, such as referring physicians, pharma people, and medical industry influencers, Twitter and LinkedIn are the best.

 

For now, stick with Facebook, as that’s the place where you directly get to interact with your patients online. Also, in terms of monthly user traffic, Facebook is already the highest review generating site with 47% of its surveyed users have written a review in the last year.

 

How do you assess your reputation on Facebook? 

 

Review frequency: It’s important that your profile page should be receiving reviews on a regular basis. An outdated database of reviews doesn’t help patients in their decision making. Also, regular reviews help in increasing engagement and keeping up with the algorithmic actions on your profile.

 

However, you should also get a closer look at the content of the reviews, especially the negative ones with fewer star ratings. That will help you understand the factors that are causing a bad reputation among your patients.

 

Review responses: Also, check how your reviews are being handled from your practice’s end. If you find that reviews, especially the negative ones, aren’t being handled carefully and tactfully, it means you need a reputation management team dedicated for the job.

 

Engagement & interaction: Check for how the posts on your Facebook profile page are performing. Are they getting a sufficient number of responses in terms of likes, comments, and shares? You should check the quality of those comments too. That’s because these metrics can indirectly affect the frequency and quality of your reviews.

 

With these informative steps, you should be able to get an idea of where your current online reputation stands. If it needs improvement, don’t hesitate to make the changes necessary to optimize your practice’s reputation.

Technical Dr. Inc.'s insight:
Contact Details :

inquiry@technicaldr.com or 877-910-0004
www.technicaldr.com

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