How to Maximize Your Practice's Reputation Online

Digital Reputation Management For

Physicians & Medical Practices

70% of global consumers indicated they trust online reviews from strangers when making purchasing decisions.

!

“The Consumer Is Your New Ad

Agency”

!

What is Reputation Management?

Reputation management is the understanding or influencing of an individual's or business's reputation. It was originally coined as a public

relations term, but advancement in computing, the internet and social media

made it primarily an issue of search results.

!

Monitoring Tools Are Not Reputation Management

Strategies

!

Proactive V. Reactive Why Should I Be Proactive?

You’ve spent years building your business. You’ve invested time, sweat,

and tears. You’ve missed dance recitals and soccer games as you’ve toiled to create it. You finally feel as though you can relax… until the day when the phone calls stop, the new

customers vanish, and you can’t understand why.

!

The Impact on Revenue Business owners are often taken off-guard by online reputation issues. Many don’t even realize they need to be concerned about their reputation online. A common question I hear is: “Why are people saying bad things about us on the Internet, and what can we do about it?” Executives can spend long years developing a strong brand. It can be beyond unsettling to wake up one day and see defamatory remarks appearing online, particularly when the items move beyond constructive criticism to include outrageous accusations and even slanderous or libelous remarks.

!

What Does It Mean To Be Proactive?

It’s important to understand the value of aged web real estate.

• Regular Content Creation • Controlling Page 1 • Creating Index MIX • Checking monitoring tools !

!

!

!

!

Can I Erase The Negative?

Most professional reputation management companies don’t seek to erase. There are

significant deficiencies in the law in this area—even a lawsuit doesn’t work. But the good

news is that if it is off page one of Google, it basically doesn’t exist.

!

NO

!

Can I Safeguard My Reputation?

Set up a Google alert for yourself. Contribute things that are of

professional interest, and do it occasionally. You don’t have to tweet

every day—doing it a few times a month is a good idea, especially if it is

relevant to what you do.

!

YES

• Google Alerts • HootSuite • Social Mention • Technorati • Backtype • UberSuggest • IFTTT.com

!

!

!

!

Establishing a Gameplan

Monitoring Tools

• Building Your Internet Real Estate • Develop Keyword Initiatives • Buy Strategic Domains • Build BIO sites • Build Microsites • Age Your Real Estate • Develop Link Building Strategy • Participate With Your YELP profile • Build Key Social Profiles For Indexing • Interpret Review Site Situation !

!

!

Establishing a Gameplan

• Search engine dominance • Brand monitoring • Social media PR • Reviews and recommendations • Customer service and culture • Negative-PR management • Brand advocacy !

!

!

7 Elements of Action

How To Build Web Real Estate • First Purchase Some Key Domains • Immediately start to age these domains • Build BIO sites around physician names • Build micro-sites around a procedure • Claim all local search profiles (Google +, Yahoo, BING) • Participate with key review sites that index • Develop methodology for obtaining more reviews • Create a review us online page • Create an internal employee driven review program !

!

• The Experience Economy • This involves world class service • Answering the telephone professionally • This involves unconditional dedication • This involves staff BUY in • This involves the little creative things • This involves a review strategy that starts inside • My Short Story of “The Men’s Room” !The customer experience is the key indicator of future growth in healthcare. Matt Jensen - Vance Thompson Vision

Customer Experience Marketing

Pine and Gilmore argue that businesses must orchestrate memorable events for their customers, and that memory itself becomes the product — the "experience". More advanced experience businesses can begin charging for the value of the "transformation" that an experience offers.

!

Make Reviews Part of Reputation Management

• Do you have a action plan for asking happy patients for reviews? • What are the technology barriers? • Using tablets…What should I do • Get Review Page on website • Handling Google and YELP

!According to a survey conducted by the Healthcare Information and Management Systems Society (HIMSS), 69% of individuals who are responsible for developing mobile technology policy said that tablet computers are part of their organizations' mobile technology strategy and 81% said that their proposed mobile technology policy would include tablets.

Internal Review Systems An astonishing 79% of consumers state that they trust online

reviews as much as personal recommendations.

• In Office Tablet Review Systems • In Office Postcard Handouts • Survey Systems • Review Us Online Page on Website • E-mail Newsletter Callouts • DemandForce

!

NOTE: You cannot solicit reviews for money or reward but they can take a survey !

!

What Are My Options to Get Reviews?

Getting Better @ Reviews

The Review Postcard

• Use PR websites for positive rollout • Use PR websites for link building • Develop local media supporters • Develop web partners • Develop opportunities for guest blogging

!Sherman Unkefer writes: Online Reputation is something you need to be ahead of the curve on instead of trying to catch up. Even with Google’s new algorithm higher PR still wins out, especially with a start up company. We’re dealing with clients who are have one bad article show up on Google and they have to spend lots of dollars to push it off page one. Getting a strategy early will save you tons of dollars and allow for easier management instead of costly damage control. !

!

The New PR: Reputation Management Online

!

• Twitter • LinkedIn • facebook • Youtube • Flickr

!A big mistake many in the reputation management field make is to register social profiles at dozens or hundreds of sites and point links to as many as possible, hoping that some will take over those top rankings. This actually dilutes the effectiveness of the strategy, as those links could be consolidated across a few powerful profiles instead, often with much greater effect. The general sites I recommend include !

!

!

Cultivate the Right Social Profiles in the Right Ways

!

Social Media Optimization

!

Michael Dobkowski 207-878-5900

[email protected] !