When healthcare businesses hear the word reputation management, they often think about online reviews. However, there is much more to reputation management than that.
Think about what results pop up when you Google your doctors and medical practice. Is there anything personal that shows up? A centralized digital property is critical for any healthcare brand.
1. Monitor your online presence
The way a business is perceived online can make or break it, especially in the healthcare industry. Patients are increasingly researching their doctor and healthcare organization before deciding to schedule an appointment, and a negative online presence can impact the overall success of your practice.
Reputation management for healthcare includes monitoring your online presence and responding to reviews and feedback in a professional manner. In addition, it involves creating a strategy for increasing patient visibility and building trust in your practice.
Start an informational blog or podcast about common conditions you treat, healthy lifestyle tips, or the latest medical advancements. Publish this content to your social media accounts and share it with patients and other healthcare providers. This will establish you as an expert in your field and build credibility and trust with your patients.
Also, be sure to claim and optimize your local Google business listing page so that when a patient searches for you by name, they see results that are relevant to their search. Additionally, encourage patients to write a review and testimonial of their positive experience at your practice so that you can leverage these positive experiences for future marketing efforts. It is also important to monitor your reputation on a regular basis to identify any trends or issues that need to be addressed.
2. Encourage positive reviews
Historically, doctors and hospitals have relied on referrals and word-of-mouth recommendations to grow their patient base. But in today’s consumer-driven healthcare setting, patients are doing their research before choosing a provider, and many people read online reviews to help them make that decision. That’s why it’s so important for medical practices to encourage positive feedback from their patients, and also to be proactive in responding to negative reviews.
Using modern technology to promote reviews, testimonials, and a stellar overall customer experience is critical in the healthcare industry. For example, incorporating state-of-the-art communication tools like text messaging, live chat, online scheduling and contactless payments processing on your website can be an effective way to boost online ratings.
When it comes to encouraging positive feedback, the best approach is to be a good listener. Most patients want to feel that their doctor cares about them, and listening intently can be a great way to show that you are truly invested in their health. Compassionate care is a powerful healer. It can be hard to find in today’s hyper-stressed, time-constrained world, but it is still essential to the long-term success of a healthcare practice.
When it comes to addressing negative reviews, the best approach is to respond quickly and professionally. Try to avoid sounding defensive or combative, and instead focus on apologizing for any inconvenience and letting patients know that you are committed to improving your services.
3. Respond to reviews
Despite the best efforts of any business, negative online reviews are sometimes inevitable. However, you can still manage your reputation and encourage new patients if you learn from your mistakes and implement changes.
Whether positive or negative, always respond to reviews in a timely manner. This shows you value the feedback and are committed to improving patient experience. However, don’t fall into the trap of arguing or being defensive. People pick up on canned answers quickly and will view your response as insincere or disingenuous.
When it comes to positive reviews, it’s good practice to thank the reviewer and invite them back. This will build trust and encourage more positive reviews. It’s also important to note any recurring themes in positive reviews, such as front desk staff or billing issues, which may be causes for concern and require attention.
Negative reviews can be more challenging to handle, but it’s critical to do so in a professional and compassionate manner. Reactionary, dismissive, or combative responses will only cause more damage and can lead to a loss of potential patients. When drafting your response, be sure to address the issue with humility and empathy, while still remaining HIPAA-compliant. You can also consider asking for additional details from the patient to help you better understand the situation and provide a more accurate picture of the patient experience.
4. Create a response plan for negative reviews
Taking a proactive approach to online reviews can help you manage negative feedback and build stronger relationships with customers. When responding to a negative review, try to avoid using generic answers and instead create an engaging dialogue that shows your customers you care about their experience.
If possible, offer to take the conversation offline and address any concerns in person. This will show that you are receptive to patient feedback and want to take the time to resolve any issues that may arise. Providing contact information in your response is also an opportunity to provide a follow-up to the original customer, which can further strengthen the relationship and demonstrate a strong commitment to customer satisfaction.
A solid reputation in the healthcare industry is essential to business growth and can help you stand out from competitors. Positive online reviews and transparent communication positions your dental or medical practice as a trustworthy, patient-focused choice, attracting new patients and positioning you for sustained success.
