www.losangeleswebstrategies.com
What is online reputation management?
ORM is …
The process of proactively using
tools, processes, and systems to be aware ...
What are the stakes?
Short answer:
Everyone is online, and everyone has an opinion!
www.losangeleswebstrategies.com
Look who’s talking (about you)
• Existing patients
• Ex-patients
• Competitors
• Disgruntled employees
• Ex-spouses
• Form...
Reviews now at the center of search
Reviews now at the center of search
Reviews now at the center of search
What are the stakes?
Today, an unhappy patient
will tell thousands of their
“closest strangers” on the
Internet.
What are the stakes?
www.losangeleswebstrategies.com
Why reputation is so important for
wellness professionals
For every half-star improvement in
overall score [there is] a 37...
Why reputation is so important for
wellness professionals
82% of people consider reviews
extremely valuable in a referral ...
Why reputation is so important for
wellness professionals
Your patients are sharing their
experiences more than ever befor...
Why reputation is so important for
wellness professionals
A full third of all US consumers now trust
social media to obtai...
Why reputation is so important for
wellness professionals
49% of dentists use
Facebook professionally
every day
Source: Pf...
12 Surefire Ways to
Protect Your Reputation
(While Promoting Your Practice)
www.losangeleswebstrategies.com
Effective ORM should:
• Be proactive and reactive
– Ideally 90% proactive
• Combine marketing, SEO, public
relations, bran...
Five core principals of ORM
1. Listen to what your patients are saying
2. Contribute to the conversation
3. Delight patien...
LISTEN
To what your patients are saying.
www.losangeleswebstrategies.com
1. Set up Google Alerts
Get email updates on the
latest relevant Google
results on your name(s),
practice or industry
keyw...
2. Monitor social media sites, blogs and
forums
Tools of the trade:
– TweetDeck
– Hoot Suite
– Social Mention
www.losangel...
CONTRIBUTE
To the conversation in a meaningful way.
www.losangeleswebstrategies.com
Why do you need to contribute?
• You can’t control what people say about your
company BUT …
• You can make sure you’re add...
3. Set up profiles in all of your key
directories and networks
• Google+ Local
*important*
• Yelp
• Trip Advisor
• LinkedI...
4. Start blogging!
• Add social media sharing
buttons
• Post on subjects that will
help your patients
• Use posts to popul...
5. Make educational videos and post
them to YouTube
Any given video stands
about a 50x better chance of
appearing on the f...
DELIGHT
Your patients and be easy to work with.
www.losangeleswebstrategies.com
6. Promote remarkable patient service
• Create a service culture
• Happy employees = happy patients
• Establish metrics (a...
7. Start using the Net Promoter Score
• Monitor patient
satisfaction
• Identify ratio of
detractors to promoters
Promoters...
8. Say thank you
• Edible Arrangements
• Postagram
(cool iOS app!)
• Handwritten notes …
$0.45 = patient for life
(OFF THE...
COLLECT
Patient feedback, referrals & testimonials
9. Use free or paid survey tools to collect
patient feedback
• Survey Gizmo
• Survey Monkey
10. Set up channels for receiving
voluntary feedback
Use these places (and others) to collect unsolicited
feedback:
• Emai...
PLAN
Processes > improvisation
www.losangeleswebstrategies.com
11. Develop a process for responding to
negative buzz (before you need it)
• Listen
• Decide whether to
engage
• Apologize...
12. Build a referral system
• Collecting referrals
should be an ACTIVE
and METHODICAL
process
• Consider creating a
referr...
Big takeaway?
You can’t control what people say about your practice.
But you CAN exercise some control over the larger
con...
What can we do?
Reputations take years to build. But they can
be damaged in minutes ...
We offer highly specialized ORM se...
We’d love to help.
Just get in touch!
www.losangeleswebstrategies.com
(213) 607-9100
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12 Ways to Protect Your Online Medical Practices Reputation

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12 Ways to Protect Your Online Reputation

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  • The key takeaway here: “The old marketing adage is that a satisfied customer will tell 5-7 of their friends about their experience, whereas the dissatisfied customer will tell 15-20. Today, an unhappy customer will tell “a million of their closest strangers on the internet.”
  • The key takeaway here: “The old marketing adage is that a satisfied customer will tell 5-7 of their friends about their experience, whereas the dissatisfied customer will tell 15-20. Today, an unhappy customer will tell “a million of their closest strangers on the internet.”
  • 12 Ways to Protect Your Online Medical Practices Reputation

    1. 1. www.losangeleswebstrategies.com
    2. 2. What is online reputation management? ORM is … The process of proactively using tools, processes, and systems to be aware of and influence the conversation that is taking place about you and your practice online www.losangeleswebstrategies.com
    3. 3. What are the stakes? Short answer: Everyone is online, and everyone has an opinion! www.losangeleswebstrategies.com
    4. 4. Look who’s talking (about you) • Existing patients • Ex-patients • Competitors • Disgruntled employees • Ex-spouses • Former business partners, investors • Trolls (the permanently aggrieved) www.losangeleswebstrategies.com
    5. 5. Reviews now at the center of search
    6. 6. Reviews now at the center of search
    7. 7. Reviews now at the center of search
    8. 8. What are the stakes? Today, an unhappy patient will tell thousands of their “closest strangers” on the Internet.
    9. 9. What are the stakes? www.losangeleswebstrategies.com
    10. 10. Why reputation is so important for wellness professionals For every half-star improvement in overall score [there is] a 37% increase in appointments booked Source: ZocDoc white paper
    11. 11. Why reputation is so important for wellness professionals 82% of people consider reviews extremely valuable in a referral to a dental practice Source: Dr. Scott Consulting www.losangeleswebstrategies.com
    12. 12. Why reputation is so important for wellness professionals Your patients are sharing their experiences more than ever before: - HealthGrades.com - RateMDs.com - ZocDoc.com - DocLoop.com - Vitals.com www.losangeleswebstrategies.com
    13. 13. Why reputation is so important for wellness professionals A full third of all US consumers now trust social media to obtain healthcare information, discuss symptoms and care, and share feedback about their physicians Source: PricewaterhouseCoopers www.losangeleswebstrategies.com
    14. 14. Why reputation is so important for wellness professionals 49% of dentists use Facebook professionally every day Source: Pfizer survey
    15. 15. 12 Surefire Ways to Protect Your Reputation (While Promoting Your Practice) www.losangeleswebstrategies.com
    16. 16. Effective ORM should: • Be proactive and reactive – Ideally 90% proactive • Combine marketing, SEO, public relations, branding, sales, and customer service • Cut across ALL core business functions
    17. 17. Five core principals of ORM 1. Listen to what your patients are saying 2. Contribute to the conversation 3. Delight patients by exceeding expectations 4. Collect feedback, referrals, & testimonials 5. Plan how you will respond before you need to
    18. 18. LISTEN To what your patients are saying. www.losangeleswebstrategies.com
    19. 19. 1. Set up Google Alerts Get email updates on the latest relevant Google results on your name(s), practice or industry keywords
    20. 20. 2. Monitor social media sites, blogs and forums Tools of the trade: – TweetDeck – Hoot Suite – Social Mention www.losangeleswebstrategies.com
    21. 21. CONTRIBUTE To the conversation in a meaningful way. www.losangeleswebstrategies.com
    22. 22. Why do you need to contribute? • You can’t control what people say about your company BUT … • You can make sure you’re adding enough to the conversation to ensure that the ratio of positive to negative is in your favor! • THIS IS IMPORTANT!
    23. 23. 3. Set up profiles in all of your key directories and networks • Google+ Local *important* • Yelp • Trip Advisor • LinkedIn • Facebook • Twitter
    24. 24. 4. Start blogging! • Add social media sharing buttons • Post on subjects that will help your patients • Use posts to populate a monthly newsletter 60% of physicians say they either use or would like to use social networking sites to engage with patients and enhance their reputation Source: Manhattan Research survey
    25. 25. 5. Make educational videos and post them to YouTube Any given video stands about a 50x better chance of appearing on the first page of results than any given text page in the index. Source: Forrester
    26. 26. DELIGHT Your patients and be easy to work with. www.losangeleswebstrategies.com
    27. 27. 6. Promote remarkable patient service • Create a service culture • Happy employees = happy patients • Establish metrics (and rewards) that promote a good patient experience • Encourage all employees to collect testimonials • Share patient praise with your team
    28. 28. 7. Start using the Net Promoter Score • Monitor patient satisfaction • Identify ratio of detractors to promoters Promoters Detractors NPS
    29. 29. 8. Say thank you • Edible Arrangements • Postagram (cool iOS app!) • Handwritten notes … $0.45 = patient for life (OFF THE CHARTS ROI)
    30. 30. COLLECT Patient feedback, referrals & testimonials
    31. 31. 9. Use free or paid survey tools to collect patient feedback • Survey Gizmo • Survey Monkey
    32. 32. 10. Set up channels for receiving voluntary feedback Use these places (and others) to collect unsolicited feedback: • Email signature • Web forms • Invoices / receipts • Newsletters
    33. 33. PLAN Processes > improvisation www.losangeleswebstrategies.com
    34. 34. 11. Develop a process for responding to negative buzz (before you need it) • Listen • Decide whether to engage • Apologize • Affirm • Take it offline • Move on • Reflect • Act
    35. 35. 12. Build a referral system • Collecting referrals should be an ACTIVE and METHODICAL process • Consider creating a referral reward system
    36. 36. Big takeaway? You can’t control what people say about your practice. But you CAN exercise some control over the larger conversational context that they say it in. Proactive ORM is all about making sure you’re adding enough to the conversation to ensure that the ratio of positive to negative is in your favor.
    37. 37. What can we do? Reputations take years to build. But they can be damaged in minutes ... We offer highly specialized ORM services to help you protect and grow the practice you’ve worked so hard to build.
    38. 38. We’d love to help. Just get in touch! www.losangeleswebstrategies.com (213) 607-9100

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