Last week Becker’s Healthcare blog posted an article about best practices for managing the online reputations of hospitals. It’s a good list, but it’s missing some tips for marketers who might be looking for a little software assistance when it comes to this kind of thing. Here’s a quick look at how reputation intelligence technology can help with Becker’s 8 best practices.
Reputation Management for Healthcare:
Reputation Management is sold to a variety of small and medium businesses in many different industries, including restaurants, hotels, auto dealers, retailers, and, yes, even healthcare professionals. Some features work well across any category, while others have been strategically included to offer added value for particular sectors.
In the case of the healthcare industry, a good reputation management platform can be customized to:
- Scour industry-related sites (i.e., Rate MDs) to find relevant reviews
- Gather unstructured mentions related to specific clinics, doctors, and other keywords
- Ensure that contact and listing information is correct across all major directory sites
These features are far from the only capabilities of reputation management, but they’re a good start for healthcare marketers. After all, consider what it is that hospital administrators have to deal with on a regular basis: grumpy tweets about long wait times, angry blogs about botched IVs, one star reviews of doctors with bad bedside manners. These can be poisonous for search results, referrals, and future business, so they should be cushioned with positive reviews and addressed as quickly as possible.
And hey — surprise surprise, all of the features above relate directly back to Becker’s suggestions. They allow users to:
1) Assess a hospital’s image
2) Arm employees with relevant messages
3) Build meaningful relationships by engaging in online dialogue and sharing positive stories
4) Leverage marketing and advertising
5) Respond quickly to crises
Never underestimate the power of online word of mouth, especially when something as valuable as people’s health is involved. In the words of Kim Fox, VP of Jarrard Philllips Cate & Hancock: “A strong reputation is particularly important for hospitals, which must constantly balance doing what is right and necessary to grow its ‘business,’ [with] fulfilling an implicit mission of community service.”
If you’re a marketer who works in healthcare and you want to learn more about VendAsta’s software solutions, contact us here — we’ll be happy to set-up demo at your earliest convenience.