Is online reputation and presence important for health care?
About 85% of consumers trust online reviews as much as personal recommendations and consumers read at least 7 reviews before they decide on the product or service. Online reputation management has become an integral part of any growing business now. Samsung was able to not lose a lot of its market share after their fiasco because of the way they managed their online reputation then. Their customers were voicing out their problems and issues online and they were proactive in combatting as and when these issues arose. Not just taking issues, but does online reputation really impact health care? We will discuss the various aspects in this article.
Before we move on, what is online reputation management?
What does this term ‘online reputation management’ signify to a doctor, when marketers and others say it? For a health care provider it would be how you or your practice, hospital is viewed online for the treatment, care and other criteria (like waiting time, staff behavior, ambience etc.) that you provide. Your online reputation should reflect the care that you provide to your patients.
Online reputation management can create value for you. How? From what patients say online, you get valuable insight on the patient experience and journey and thus it gives you a basis to improve your care to enhance the patient journey. With artificial intelligence and machine learning, you will soon be able to learn, analyse and implement decisions to improve the patient experience and outcomes of your practice.
Providers’ part in this online ecosystem
Before the internet, word-of-mouth was how news about a practitioner was spread and then it was difficult to track the source. But in today’s online ecosystem, the good part is you can track what people are saying by yourself. There are options to set up Google Alerts to monitor it too.
Getting feedback from patients need not necessarily be a bad thing. It helps you to create a customer-centered relationship. Other industries and companies like Amazon have shown how well to use them to your advantage. As providers you need to understand that healthcare has become “shoppable”and patient expectations are increasing. But by implementing technology and services you can figure your patient’s preferences, behaviours and deliver the right experience at the right time.
“According to the Deloitte 2017 Survey of US Health Care Consumers, personalized care from their providers – including clear communication and sensitivity – is the top health care priority. Hospitals can provide more personalized care, better engage with consumers, and elevate the patient experience by using digital solutions to aid omni-channel patient access, including customer apps, patient portals, personalized digital information kits, and self-check-in kiosks.” This way you can also encourage them to leave real time feedback. It was noted in this survey by Deloitte that there was an increase in revenue by 1.5% for hospitals where there were 10% increase in patients rating them and leaving feedback.
Warren Buffet put it so well – “It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you’ll do things differently.” Be more proactive and be where your customers are.
Meopin can assist any healthcare professional with setting up an online presence right away and engaging with patients. Please get in touch here.