Manage your online reputation in healthcare

Studies show that approximately 94% of patients now use online reviews to evaluate their healthcare providers, and reviews are critical in shaping the reputation and continued success of healthcare providers. clearly demonstrated to play a major role.

A well-optimized reputation management strategy must be a top priority for healthcare brands… Competitors are pouring more resources into online review and reputation management processes . MBA’s Cynthia Senner writes that the longer you wait, the longer it takes to catch up.

Online reviews are important in any industry, but patient expectations are very different when it comes to healthcare. Whether you’re looking for a new provider for yourself or a loved one, your life could literally be at risk. Whether it’s routine checkups or elective procedures, patients want the reassurance that their bodies and overall health are in the hands of professionals they can trust.

yes! Online reviews really matter:

  • 77% of patients use online reviews as their first step in finding a new doctor.
  • 84% will not see a referred doctor if the rating is 4 stars or less.
  • Between 1 and 6 reviews are required for a potential patient to form an opinion about a practice.

How Online Reviews Increase Patient Trust and Acquisition

Healthcare organizations that do not optimize their digital presence are not only making it harder for patients to find the right healthcare provider, they are also hurting their growth and acquisition potential.

Especially when it comes to healthcare, trust means everything. From a bedside empathetic attitude to deep expertise in a particular specialty, patients want to feel confident in the provider of their choice. Now that confidence usually begins to grow through online searches and review his platforms such as Google, HealthGrades and ZocDoc. It is on these platforms that her 77% of patients seek out new medical services and providers.

However, a whopping 65% of doctors have no online reviews at all. This misses an important opportunity to instill trust and engage patients. We all want to receive the best possible care, so we naturally prefer reputable doctors, physicians, and other health care providers. Good reviews are just some of the best publicity you don’t need to buy.

Reviews boost search rankings and star ratings

Always reply to online reviews.

In an industry where people crave empathetic and true human-to-human communication, responding to reviews adds enormous levels of brand trust. For 5-star reviews, a quick response reinforces positive sentiment and strengthens patient-provider relationships. Negative reviews can repair damaged relationships. If a business turns an initially negative experience into a positive one, 79% of people leave positive online reviews of him.

Reviews increase your online visibility

While the impact is enormous, demonstrating a clinic’s excellent reputation for care, compassion and expertise is not the only perk of online reviews. It’s also an important factor in determining how well your listing appears in your organization’s online ranking factors—search engine result pages (SERPs).

For Google searches, it’s estimated that about 13% of search rankings are associated with online reviews. Given that 92% of people don’t get through search page 1, clinics and doctors need to appear near the top of the SERPs to target the majority of potential customers.

Tips for managing your healthcare provider’s online reputation

1. Listen to reviews and social media

  • Monitoring reviews gives you insight into each location.
  • Respond quickly to both patient complaints and positive feedback.
  • Monitor mentions, hashtags, comments, photos and videos on social media.

2. Respond

  • Make a plan and find your voice.
  • Before you address patient feedback, plan how you will respond appropriately to all comments, conversations, and reviews.
  • Define a voice that matches the personality and tone of your healthcare provider.
  • Always remain empathetic and sincere. Reliability goes a long way when building a loyal patient base.
  • Follow HIPAA guidelines. Never publicly disclose a patient’s private or confidential information. Take it offline and private if you need to deal with it further.

3. Repeat

  • implement the routine.
  • We monitor and reply to reviews daily.
  • Delegate tasks to your team.
  • Regularly monitor and track analytics.
  • Identify areas for improvement.

Online searches bring three times more patients to the hospital compared to offline search methods.

Review Response Best Practices: Positive Reviews

Positive reviews online show who is your champion. As a promoter, it’s important to appreciate your enthusiastic patients and treat positive reviews as opportunities to build lifelong relationships. Hospitals that deliver a great patient experience can expect 50% higher profit margins.

write their names.

Whenever you want to make a personal connection, always start by saying someone’s name. It shows that you care enough about who your patients are to be personally involved.

Say thank you.

There are many ways to express gratitude. People want to feel heard, especially when sharing detailed reviews. Don’t limit your reply to thank you, go into detail. It’s also a great way to incorporate keywords that you want to use for search engine optimization (SEO) purposes.

Promotes loyalty and referrals.

They loved their experience. Encourage them to become lifelong patients now. Whether you entice patients with your new product or simply tell them you can’t wait to see them again, give them a reason to come back and share their positive experiences with friends and family.

Thank you again and carefully finish your signature.

Close your response with a thank you note to convey an important message to your home. Express how much you appreciate their loyalty and willingness to defend your organization. Top it off with a touch of transparency and a personal touch, with warm, positive sentiment and your name.

Review Response Best Practices: Negative Reviews

While it can be frustrating to receive negative reviews, they can be a valuable learning tool and an opportunity to rebuild connections. Responding to negative reviews underscores your commitment to patient care and satisfaction. It also shows that you value the person’s experience.

Please respond immediately.

No one likes one-sided conversations. Show that you are actively listening when a patient takes the time to write a review. If the clinic does not respond quickly or not at all, patients will assume that you are not interested in their sponsorship.

Be authentic.

Patients want to know that there are real people behind your brand and interactions, not robots. Avoid marketing jargon, jargon, and long descriptions. Keep your responses conversational, humble and honest.

Please be polite.

Always use the highway. Even if a patient posts low-aggression, try to be polite, respectful, and focused on the issue at hand: the patient’s complaint.

Please sympathize.

I agree with the patient’s complaint. Saying “I’m sorry” or “I understand” can go a long way in making the other person feel that their point of view is valid and respected.

Think about future patients.

What concerns might a potential patient have if they read a bad review online? And more importantly, what is your organization doing to prevent the problem from reoccurring? This can greatly reduce patient anxiety in the future.

Please go offline.

Always provide a way for patients to contact you offline when responding to negative reviews, especially harsh or sensitive reviews. It provides a safer place to connect one-on-one, respond appropriately, and prove that you really care about their experience.

Reputation management for today’s healthcare brands is a must

Ultimately, reading more positive reviews online about the organization can help ease patients’ healthcare-related fears and give them confidence that their final choice is right for their health and their families. Conversely, negative reviews may point towards competitors with better ratings and more satisfied patients. That’s why it’s important for healthcare brands and their affiliated providers to drive, manage and decode reviews with strategic intent.

A well-optimized reputation management strategy should be a top priority for healthcare brands. Like it or not, it has become an industry staple. Competitors are devoting more resources to their online review and reputation management processes. The longer you wait, the farther away it will be to catch up.

MBA Cynthia Sener is president of the Go-to-Market division. Chatmeter is the only reputation management and brand intelligence company that combines AI-powered deep listening with the agility of real-time CX. In 2023, Chatmeter will New consumer research report This highlights the impact of online reviews. The report explores consumer behavior and perceptions across his four verticals: retail, restaurants, healthcare and financial services.

This article first appeared on our sister site health economics.

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