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Taking control of your reputation

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Presentation at the first annual MASHMD conference.

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Taking control of your reputation

  1. 1. Taking control of your online reputation (and other topics) Ed Bennett Director, Web and Communications University of Maryland Medical System
  2. 2. Reputation Management Topics • Understanding the context • Tools and Tactics • Getting prepared • Case study • The Game Changer
  3. 3. 3 If It Was Only This Easy
  4. 4. Q. What’s your Online Reputation?
  5. 5. A. It’s the first page of Google results Q. What’s your Online Reputation?
  6. 6. Q. Whats the Context? A. It Depends • First impressions on Google • Accurate Information • Doctor or Organization? • Facebook Comments and Niche Communities • Crisis Communications
  7. 7. Q. What makes your reputation? A. Different elements that are absorbed in a glance: 1. Star ratings 2. Google Editorial Content (or lack of...) 3. What's in the search clippings 4. Diversity of results 5. Accurate information (phone numbers, locations)
  8. 8. Q. Who Owns The Problem Organization vs. Individuals Doctors own their name MarComm owns your organizations rep
  9. 9. Doctors - The New Reality • It’s your reputation, it’s your responsibility • You can’t play “Ostrich” • Or worse, overreact (suing Yelp reviewers)
  10. 10. Who controls your name on Google?
  11. 11. Doctors - Taking Control • Purchase your own Domain / Set up a simple one-page site • Claim your third-party listings – Healthgrades, Vitals, NPI / Data • Start blogging, tweeting and educating
  12. 12. HowardLuksMD.com
  13. 13. Hospital Reputation Management • Monitor • Prepare • Respond (or not) • Initiate
  14. 14. Monitoring - Quick and Cheap • Radian6 • 150 search terms • Hourly emails
  15. 15. Prep Work for RM • Facility information • Search terms • Competitor list • Thresholds and False Negatives
  16. 16. RM Vendors • Dozens of Vendors • No magic Quadrant On your short list:
  17. 17. RM Vendor Criteria • Clear, actionable reports • Industry knowledge • Process to solicit feedback • Match to your resource level
  18. 18. The Game Changer Physician Ratings and Patient Comments on your Hospital Web Site
  19. 19. Other Topics • Cross – channel content reuse • Creating a Web Strategy • Patient / Community support groups
  20. 20. Cross Channel Content Reuse • Get a good CMS / IA consult • Think content reuse before creation • Interview Docs once – record A/V, transcribe as article, FAQ, Physician profile, etc. • Start with a select group of channels
  21. 21. Building a Web Strategy • Align with your business goals • Bring in a consultant • Look outside our industry • Look outside the marketing silo • Aim for a 3-year plan and prioritize
  22. 22. • Outgrowth of traditional IRL groups • Managed by the same clinical group leader • Used secret Facebook groups • Posts are private to the group Set up & authorized by the UMMS Communications Department Patient Communities on Facebook:
  23. 23. Case Study: The UMMC Liver Transplant Facebook Community • 136 members • Established March 2011 • Hundreds of comments posted • Patients use it for: – News sharing about life events (birthdays, transplant anniversaries) – Low-level medical questions/concerns – Psychological support
  24. 24. Patient Communities on Facebook:
  25. 25. Patient Communities on Facebook:
  26. 26. Questions? Ed Bennett Director, Web & Communications Technology University of Maryland Medical System ed@ebmail.org umm.edu / ebennett.org Twitter: @edbennett www.ummsfoundation.org/dozer

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