Fifty-nine percent of respondents reported physician rating sites to be “somewhat important” or “very important” when choosing a physician…
The above statement was pulled directly from a publication in the February issue of The Journal of American Medical Association. At Quaintise, reputation management is a puzzle piece in the host of digital services we offer our healthcare clients, but an extremely important puzzle piece, nonetheless.
You should never underestimate the cost of a poor reputation. – Forbes.com
If you’re not worried about digital reputation management, you’re about to receive a HUGE wake-up call. In the healthcare industry, reputation is everything, and to ignore it is to cost your practice in unimaginable ways.
We’ve started something that we’re very proud of here at Quaintise, and it’s about time we shared it with you. Custom, branded Review Channels created specifically for your brand, based on our eagerness to meet the needs of our clients, and provided at little to no cost! This added value initiative gives you, the business owner, control of those extremely important reviews and testimonials.
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.
Nearly 85% of doctors say they proactively check online reviews about themselves, according to a survey by the online physician appointment booking website ZocDoc, Modern Healthcare’s “Vital Signs” reports.
In addition to monitoring reviews about themselves, 36% of doctors said they track their competitors’ reviews.
The study also found that:
- 62% of doctors said the online reviews were “fair;”
- 23% said they were “very fair;” and
- 15% said they were unfair (Bowman, FierceHealthIT, 10/11).
The new year should bring with it a new realization of healthcare marketing strategies that will increase foot traffic and boost your ROI. One of those marketing strategies that should be at the top of your marketing plans is reputation management; a paramount step in getting and staying at the top of the search engine rankings on Google.
Driving the most success with healthcare marketing campaigns begins with a clear goal. It’s really that simple, and yet that complicated. Your goal must be sharp, well-defined, and ultimately purposeful. In doctor marketing, a well-defined goal becomes the driver, and all campaign strategies seem to fall into place. Your healthcare marketing team, like that at Quaintise, needs to have a shared vision with our staff that connects at the goal. Here’s how you make it all happen…
At Quaintise, one of the most common concerns that we hear from potential clients is, “I don’t’ even want to know what’s out there on Google about me.” It’s a relevant fear. For physicians, the healthcare marketing field has changed so dramatically in the past few years that, while they know that they must manage their online reputation, they’re terrified of actually doing it. But that’s ok. That’s where Quaintise comes into the picture.
Step one to reputation management is establishing yourself online. But guess what? That’s already been done for you! Your patients, as well as online medical resources and doctor-search-sites have already established your online presence. You are everywhere already — on Healthgrades, Vitals, ZocDoc, Yelp, and probably a hundred more directories. So, fret now about getting started, it’s already been started for you.
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:
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.