Importance of Healthcare Reputation Management in 2020

July 21, 2020

In today’s hyperconnected world, one scathing review of your business can leave a bad taste in the mouths of future customers. That’s why it’s important to make healthcare reputation management a key part of your digital marketing strategy.

But what exactly is reputation management, and how can healthcare marketers incorporate it into their current strategy?

What is reputation management and why should I care?

Reputation management is the practice of influencing how people think of your company. A large part of this is addressing customer concerns and feedback as they appear online, as well as managing your brand’s presence across high-traffic review platforms.

Having a poorly-managed brand reputation is a liability to your company, and will likely offset any positive efforts you’ve made in your marketing strategy.

All industries are seeing a shift in consumer behavior, as customers are doing more research on the companies and providers they work with before they make any decisions. Healthcare companies are seeing this trend, too: studies show that 80-90% of patients are willing to visit a provider out of their network if they have better reviews.

Today, people are more informed about their health than they’ve ever been, and they don’t shy away from legwork needed to ensure they get the best care possible. Because of this, healthcare reputation management is a key strategy in maintaining your lead generation efforts — and, by extension, your bottom line.

4 tips on implementing a reputation management strategy for your business

Be proactive. Having a reputation management strategy in place before any issues come up is a much better idea than addressing negative reviews on the fly. Having a plan already in place allows you to be strategic instead of haphazard in your communications.

Consider hiring a reputation management expert. Although some smaller companies may choose to give this responsibility to their social media or public relations team, true reputation management requires a specialized skill set.

Ask for reviews. It’s easy to underestimate the power of simply asking your customers to review you online! Especially if they’ve had a particularly good experience with your company, just making the suggestion can be enough to increase the amount of positive reviews you get.

Make reviewing your brand presence a regular part of your routine. One of the most important aspects of reputation management is catching negative reviews and feedback, and addressing them as soon as possible. Leaving them as-is shows potential customers that you’re not interested in improving your business; companies that promptly address these comments show customers that they care.

Ready to take control of your online reputation management? Get in touch! Contact us with any questions or concerns you might have, or schedule a call with our team to learn more.