1.
AAO 2017, Tech 01
Randall Wong, M.D.
Managing Your Online Reputation

2.
Financial Disclosure
• I have the following financial interests or relationships to
disclose:
• Co-Founder:
• Medical Marketing Enterprises, LLC
• RussandRandy.com

3.
Randall Wong, M.D.
• Ophthalmologist (Retina Specialist)
• Online Marketing
• Medical Marketing Enterprises, LLC
• Healthcare & Medical Internet Marketing
• Reputation Management

4.
Online Reputation
• What is your online reputation
• Where is your online reputation
• Monitor
• Respond
• Bonus!

5.
Managing Your Online Reputation
1. Monitor
2. Search Reviews
3. Respond

6.
What is Online Reputation?
• Whatever people are saying about you on the Internet

7.
Online Reputation
“With or without a
website or social
media, every
business has an
online reputation to
maintain.”

8.
• Review sites
• Social Media
• Bulletin Boards
• Chat Rooms
• Websites
…anywhere someone can
mention you in the public
domain.

9.
On-Page Reviews
Testimonials/Comments left on your website
Platforms you Own and Control
Ability to Edit or Delete all comments.

10.
Off-Page Sources
Review Sites
Local Directories
Business “Aggregators”
BBB
Consumer Reports
Washington Checkbook
Chat Rooms
Bulletin Boards

11.
Angie’s List
Subscription Based
Not indexed
Set up Free Account
Receive email to your inbox

12.
Yelp?
Free
Emails you when comment is left
Often indexed by Google
Business may “upgrade” membership

13.
Monitor
Google Alert
Email from non-indexed sites
Your Website
Social Media
Monitoring your entire online reputation can be done
automatically!

14.
Google Alert | Automate Monitoring
www.Google.Com/Alerts
Google emails (the “alert”) anytime
you are mentioned on the Internet.
Includes most sites which are indexed.
Google Plus Account (accrues all reviews in one place)
Angie’s List
What About Yelp?

15.
Why Respond?
Acknowledge
Engage
Transparency
The act of “responding”
shows that you are
interested and ...you
care.

16.
Positive Reviews: “I Like You!”
Majority of reviews are positive
Respond:
Acknowledge and appreciate reviewer
“Thank you”
Show willingness to engage
Show you care

17.
Negative Review: “You Stink!”
24 Hour Rule
Unlikely to remove Negative Review
Slander
Racial
Shows You are Human
(Not every one is perfect)

18.
“Make Lemonade” from Negative Review
Don’t expect to regain customer
5 Star Response
Take the opportunity to neutralize review;
engage
demonstrate transparency (personal and business)
explain
Negative reviews give you an excellent opportunity to show you care, perhaps
not to the author, but to the dozens and dozens of readers who will follow.

19.
The “Tribe”
An online term used to describe your community of supporters.
1. Facebook
2. Twitter
3. Email Followers
4. Customers and patients
Your tribe can be your strongest ally and is the most powerful way to neutralize
negative reviews and turn them into more positive reviews.

20.
“Two Birds…One Throw”

21.
Local Search

22.
What is Local Search?
Board Certified Ophthalmologist
vs.
Board Certified Ophthalmologist 70130

23.
Off-Page | Aggregators | Directories
Bing Local
Best of the Web
Citysearch
DexKnows
FourSquare
Google +
Insider Pages
Judy’s Book
Kudzu
Manta
Merchant Circle
Super Pages
Yahoo! Local
Yellow Bot
Yellowee
Yellow Pages
Yelp
Healthgrade
s
Vitals
Rate MDS
Doctorbase
WebMD
Docshop
Local.AARP
Mapquest
Realself
LocalMed

24.
Local Search = Off-Page
• Claim your accounts
• NAP
• Link to Your Website

25.
Quality Backlinks
• Links to your site
• Related industry
• Higher domain/page
authority

26.
Local SEO
• Review Sites
• SEO website
• Reviews (especially Google)

27.
AAO 2017 | My Schedule
I’ll be teaching several courses and will also be speaking at the Technology Pavilion
Saturday | November 11, 2017
9:30 – 10:30 AM | TECH 01 | Tech Pav
Managing Your Online Reputation
1-4 PM | SPE06 | Rm: 335-336
“Marketing 101 – Kickstart Your Website, Social Media and Blog ”
Sunday | November 12, 2017
11:30 - Noon | TECH 10 | Tech Pav
”Add Life to Your Website”

28.
AAO 2017 | Schedule
Monday | November 13, 2017
4:30 – 5:30 PM | 475 | 291
“Live Website Analysis: Critique Your Own Website”

29.
To Your Success!
Randall V. Wong, M.D.
www.MedicalMarketingEnterprises.com
www.RussandRandy.com
Randall.V.Wong@gmail.com