Download - 12 Ways to Protect Your Online Medical Practices Reputation

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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


What are the stakes?Short answer:

Everyone is online, and everyone has an opinion!


Look who’s talking (about you)

• Existing patients• Ex-patients• Competitors• Disgruntled employees• Ex-spouses• Former business partners,

investors• Trolls (the permanently aggrieved)


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?


Why reputation is so important for wellness professionals

For every half-star improvement in overall score [there is] a 37% increase in appointments bookedSource: ZocDoc white paper


82% of people consider reviews extremely valuable in a referral to a dental practiceSource: Dr. Scott Consulting



Your patients are sharing their experiences more than ever before:- HealthGrades.com- RateMDs.com- ZocDoc.com- DocLoop.com- Vitals.com



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



49% of dentists use Facebook professionally every daySource: Pfizer survey

12 Surefire Ways to Protect Your Reputation

(While Promoting Your Practice)


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 ORM1. Listen to what your patients are saying2. Contribute to the conversation 3. Delight patients by exceeding expectations4. Collect feedback, referrals, & testimonials5. Plan how you will respond before you need to

LISTENTo what your patients are saying.


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


CONTRIBUTETo the conversation in a meaningful way.


Why do you need to contribute?

• You can’t control what people say about your company BUT …

• You can make sure you’re 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 reputationSource: 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

DELIGHTYour patients and be easy to work with.


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)

COLLECTPatient 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

PLANProcesses > improvisation


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 can’t 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 you’re 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 you’ve worked so hard to build.

We’d love to help.Just get in touch!


(213) 607-9100

Download - 12 Ways to Protect Your Online Medical Practices Reputation

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