12 Ways to Protect Your Online Medical Practices Reputation

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

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

Today, an unhappy patient
will tell thousands of their
“closest strangers” on the
Internet.

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

82% of people consider reviews
extremely valuable in a referral to a
dental practice
Source: 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 day
Source: 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 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.

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

CONTRIBUTE
To 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 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.

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

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

12 Ways to Protect Your Online Medical Practices Reputation

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12 Ways to Protect Your Online Medical Practices Reputation

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