12 ways to protect your online medical practices reputation

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Post on 29-Aug-2014

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12 Ways to Protect Your Online Reputation

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  • www.losangeleswebstrategies.com
  • What is online reputation management? ORM is The process of proactively using tools, processes, and systems to be aware of and influence the conversation that is taking place about you and your practice online www.losangeleswebstrategies.com
  • What are the stakes? Short answer: Everyone is online, and everyone has an opinion! www.losangeleswebstrategies.com
  • Look whos talking (about you) Existing patients Ex-patients Competitors Disgruntled employees Ex-spouses Former business partners, investors Trolls (the permanently aggrieved) www.losangeleswebstrategies.com
  • Reviews now at the center of search
  • Reviews now at the center of search
  • Reviews now at the center of search
  • What are the stakes? Today, an unhappy patient will tell thousands of their closest strangers on the Internet.
  • What are the stakes? www.losangeleswebstrategies.com
  • Why reputation is so important for wellness professionals For every half-star improvement in overall score [there is] a 37% increase in appointments booked Source: ZocDoc white paper
  • Why reputation is so important for wellness professionals 82% of people consider reviews extremely valuable in a referral to a dental practice Source: Dr. Scott Consulting www.losangeleswebstrategies.com
  • Why reputation is so important for wellness professionals Your patients are sharing their experiences more than ever before: - HealthGrades.com - RateMDs.com - ZocDoc.com - DocLoop.com - Vitals.com www.losangeleswebstrategies.com
  • Why reputation is so important for wellness professionals A full third of all US consumers now trust social media to obtain healthcare information, discuss symptoms and care, and share feedback about their physicians Source: PricewaterhouseCoopers www.losangeleswebstrategies.com
  • Why reputation is so important for wellness professionals 49% of dentists use Facebook professionally every day Source: Pfizer survey
  • 12 Surefire Ways to Protect Your Reputation (While Promoting Your Practice) www.losangeleswebstrategies.com
  • Effective ORM should: Be proactive and reactive Ideally 90% proactive Combine marketing, SEO, public relations, branding, sales, and customer service Cut across ALL core business functions
  • Five core principals of ORM 1. Listen to what your patients are saying 2. Contribute to the conversation 3. Delight patients by exceeding expectations 4. Collect feedback, referrals, & testimonials 5. Plan how you will respond before you need to
  • LISTEN To what your patients are saying. www.losangeleswebstrategies.com
  • 1. Set up Google Alerts Get email updates on the latest relevant Google results on your name(s), practice or industry keywords
  • 2. Monitor social media sites, blogs and forums Tools of the trade: TweetDeck Hoot Suite Social Mention www.losangeleswebstrategies.com
  • CONTRIBUTE To the conversation in a meaningful way. www.losangeleswebstrategies.com
  • Why do you need to contribute? You cant control what people say about your company BUT You can make sure youre adding enough to the conversation to ensure that the ratio of positive to negative is in your favor! THIS IS IMPORTANT!
  • 3. Set up profiles in all of your key directories and networks Google+ Local *important* Yelp Trip Advisor LinkedIn Facebook Twitter
  • 4. Start blogging! Add social media sharing buttons Post on subjects that will help your patients Use posts to populate a monthly newsletter 60% of physicians say they either use or would like to use social networking sites to engage with patients and enhance their reputation Source: Manhattan Research survey
  • 5. Make educational videos and post them to YouTube Any given video stands about a 50x better chance of appearing on the first page of results than any given text page in the index. Source: Forrester
  • DELIGHT Your patients and be easy to work with. www.losangeleswebstrategies.com
  • 6. Promote remarkable patient service Create a service culture Happy employees = happy patients Establish metrics (and rewards) that promote a good patient experience Encourage all employees to collect testimonials Share patient praise with your team
  • 7. Start using the Net Promoter Score Monitor patient satisfaction Identify ratio of detractors to promoters Promoters Detractors NPS
  • 8. Say thank you Edible Arrangements Postagram (cool iOS app!) Handwritten notes $0.45 = patient for life (OFF THE CHARTS ROI)
  • COLLECT Patient feedback, referrals & testimonials
  • 9. Use free or paid survey tools to collect patient feedback Survey Gizmo Survey Monkey
  • 10. Set up channels for receiving voluntary feedback Use these places (and others) to collect unsolicited feedback: Email signature Web forms Invoices / receipts Newsletters
  • PLAN Processes > improvisation www.losangeleswebstrategies.com
  • 11. Develop a process for responding to negative buzz (before you need it) Listen Decide whether to engage Apologize Affirm Take it offline Move on Reflect Act
  • 12. Build a referral system Collecting referrals should be an ACTIVE and METHODICAL process Consider creating a referral reward system
  • Big takeaway? You cant control what people say about your practice. But you CAN exercise some control over the larger conversational context that they say it in. Proactive ORM is all about making sure youre adding enough to the conversation to ensure that the ratio of positive to negative is in your favor.
  • What can we do? Reputations take years to build. But they can be damaged in minutes ... We offer highly specialized ORM services to help you protect and grow the practice youve worked so hard to build.
  • Wed love to help. Just get in touch! www.losangeleswebstrategies.com (213) 607-9100