3 Ways to Respond to Negative Patient Reviews

Online Reputation Management

The greatest fear that keeps physicians from improving their digital presence, mainly in the form of increased reviews, is that a patient will leave a scathing review. Physicians are terrified that a patient will leave a 1-star testimonial, thus tarnishing that physician’s online reputation.

It’s a well-founded fear, especially since 70% of consumer trust online reviews and 60% cite reviews as the top deciding factor when choosing a new doctor online, according to Avva.com.

But it’s also important to note that 75% of respondents in a recent ZocDoc survey said that one negative review doesn’t hurt provider reputations online. In fact, whether negative or positive, ZocDoc found that more reviews always equates to more appointments. It’s that simple.
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What Physicians Can Learn From The Most ‘Epic’ Facebook Meltdown in History

Amy's Baking Company

I didn’t necessarily want to write about this ‘epic’ failure, simply because if you are online and you haven’t heard about it, you’ve probably been living under a rock. Amy’s Baking Company Bakery Boutique & Bistro, located right here in Scottsdale, Arizona, has been all over not only local news, but also national news as well with their Facebook fiasco. Being that we are in healthcare marketing, and from the same city where this debacle took place, I had to post something.


Amy’s Baking Company Bakery Boutique & Bistro

Right here in downtown Scottsdale is Amy’s Baking Company Bakery Boutique & Bistro, a small bakery/boutique that, until recently, was fairly unknown unless you had visited their location. However, that all took a turn for the worse when Amy’s Baking Company was offered the spotlight on Gordon Ramsey’s Kitchen Nightmares. Whether you are a fan of the show or not, the drama exploded and Chef Ramsey refused to work with Amy and Samy, and the show ended in high entertainment fashion.

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Healthcare Marketing to Improve the Patient Experience

healthcare marketing for patient success

For a healthcare marketing firm, whether you’re in LA or Scottsdale, one of your ultimate goals is to improve the patient experience through social media, print materials, video and more. By improving the patient experience with your client’s brand, you can turn patients into fans and brand advocates. However, with the implementation of Obamacare’s ‘pay-for-performance’ measure, increasing a positive patient experience is no longer simply an aspect of healthcare marketing and advertising, it’s an aspect of financial necessity.


Pay-for-Performance and Healthcare Marketing

EASYreferrals.com points out how tricky the idea of pay-for-performance can become in an industry where “patient satisfaction greatly depends on patient health, diagnosis and medical outcomes, and is not always contingent on how friendly the staff was.

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Costa Concordia – What We Would Have Done

Before the shipwreck of Costa Concordia, Carnival Corp was seeing huge strides in overall sales and Wall Street numbers. Everything was looking up. Today, shares of Carnival have dropped significantly, according to Forbes.com. PRWeek estimates that Carnival will lose more than $90 million in earnings in 2012 due to this event. Here’s what we would have done:

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Costa Concordia and Brand Reputation Management

A huge part of public relations and brand marketing is reputation management. IN small terms, that means monitoring social networks, news feeds and blogs for any possible disgruntled consumer or unhappy fan. In big money terms, this means taking a disaster that is truly unimaginable, such as the Costa Concordia shipwreck, from becoming a brand destroying, company crushing event…no small feat.


Brand Risk Taking

Every brand takes risks, but hopefully these risks are calculated and are strategically taken in order to increase brand equity. The Costa Concordia, owned by Carnival Corp, took one huge risk in the name of increasing brand awareness that ultimately has tarnished the brand forever.

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Facebook Brand Reputation Management Revisited

‘Tis the season for controversy. The TICL reality show “All-American Muslim” is garnering a lot of it, and the brands that have decided to pull all advertising from the show are taking the brunt. Lowe’s pulled all advertising last week, as we mentioned in an earlier article, and this week the travel website Kayak has pulled advertising as well. When you advertise during a specific show it says something about your brand, but when you pull advertising from that show is says something completely different. What message are you sending to your audience?

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Crisis Communication and Public Opinion

Public opinion; it’s all that matters in this industry. Public opinion can be a stronger force than any lawsuit, any criminal allegation, and any investigation. Once the media gets a hold of a public challenge to a brand’s reputation, whether it’s because of a lawsuit, investigation or recall, the public becomes the ultimate judge. And once this happens, ideally before this happens, your public relations team must step up with some crisis communication and control.



Your brand’s identity and reputation are vital elements of increasing brand awareness and equity. If the public cannot trust your brand, does not feel connected to the experience, you will have trouble growing and thriving. Reputation is everything. In today’s environment where increased transparency and access to information online is abundant, a brand’s reputation can be evaluated and verified by just about anyone.
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Real-Time Brand Monitoring for PR

When it comes to monitoring your brand, there’s a lot to take in. From social media outlets such as Facebook, Twitter, LinkedIn, to blogs, news publications, video sites and comment forums, monitoring your brand can be incredibly overwhelming. While a Phoenix public relations firm can take care of brand monitoring for you, it’s best to know what they’ll be looking out for and how you can help.


PR and Brand Monitoring

A PR professional, as one time not too long ago, was responsible for your brand image. This huge responsibility was maintained through the relationships that PR professionals have with news outlets, business leaders and other brands. If there was a disruption to the public image of a brand, the PR pro would swoop in, make some phone calls, shoot out some press releases, and fix the miscommunication, repairing the brand. While that is still a huge part of PR, repairing inaccurate perspectives regarding your business brand reaches far greater than just TV and print.

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Submitting the Perfect Media Pitch

Any business, whether it’s big or small, can gain a lot from just a little press coverage. As the old saying goes, no press is bad press, and while that’s true in most cases, it’s always better to have the press on your side when building your brand. Developing and cultivating relationships can take time, yet can lead to big things in terms of press coverage. Scottsdale public relations firms who have already established relationships with the press are a great place to seek help in media coverage management.


Developing Relationships with the Press

If you have the press on your side, no matter what the story is you will get the benefit of the doubt, which is huge in terms of branding. In order to build a healthy relationship with members of the media, start slow and be consistent. Think of this process as the Tortoise and the Hare. While the Hare will race to meet every media member available and rush into conversations about press releases and press coverage, the Tortoise will cultivate these relationships before making a business move.


Don’t go after every member of the media in the beginning. As with building links for Search Engine Marketing, or strategically planning your advertising platforms, seek out members of the media who have written or spoken about your industry, who have a well received audience of their own, and who have good reputations. As with seeking out social media influencers, if this person is going to represent your brand you’ll need them to be perfect for the job.


Everyone who is in the business of business doesn’t do something for nothing, if you catch my drift, so offer assistance and friendship to this member of the media that you’re building a relationship with. If they ask a favor of you, try to make it happen, and don’t ask for anything in return until you’ve established a strong relationship.


Pitching to the Media

Once you’ve cultivated that relationship, over a matter of weeks or months, and you feel that relationship is strong enough, offer them your story. One of the main reasons that so many business professionals turn to public relations firms is simply due to the fact that those individuals will have spent many years building relationships with members of the press.


Even if you have a strong relationship with the reporter and feel comfortable enough to pitch a story, don’t expect that reporter to jump on it if it’s just like everyone else’s story. As with everything else in advertising and marketing, you must be creative and unique. Your story is your brand, and it must convey the right message.


Understand what questions that reporter will ask before you pitch the story. Questions such as who will this story appeal to? How will that audience react? Make sure that you do your due diligence to have all of the answers the reporter will need. By making their life easier and having the information, you will have a greater chance of getting your story told by the media.


Getting reporters and members of the media to accept and ‘run with the story’ is difficult, which is why many leave it to public relations firms who have years of experience with this process. However, it can be done with enough time, dedication, patience and energy.

Getting Social with Public Relations

Any Scottsdale public relations professional will gladly point out how useful social media has become, but when you ask them to explain their social media PR techniques and strategies, they’ll tell you ‘it’s a trade secret.’ Unfortunately, for business owners and medical professionals trying to break into the world of marketing and PR, that’s the last thing that you want to hear. So, today we’ve broken it down to 5 easy steps that you should be following in order to create a buzz, as they say, with PR in social media.


1. Think ReTweets, Likes and Shares – As far as Twitter goes, ReTweets are like money in the bank. The same goes for Likes and Shares on Facebook. As we’ve mentioned in a few of our social media articles, if you can create a press release headline that is “tweetable” and “likable,” your audience will truly do promotion work for you.

2. Connect With the Top Dogs – Social media is all about influence. Whether you’re a Scottsdale public relations firm or a New York PR guru, if you don’t have influence on Twitter and Facebook, you don’t have much of a say how your press release is going to be syndicated by the masses. Connect with those social media individuals who have a grasp of your industry, or a large hold over media in general. Share information with them, create conversations, and hopefully become friends. Sometimes all it takes is one Tweet or Like from a user with a strong social media presence to boost your press release into the stratosphere.
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