Private Health News. Award-winning, targeted e-communication solutions for healthcare. Consumers Physicians / Nurses / PAs + Consumers - Nutrition

Size: px

Start display at page:

Download "Private Health News. Award-winning, targeted e-communication solutions for healthcare. Consumers Physicians / Nurses / PAs + Consumers - Nutrition"

Toby McDaniel
8 years ago
Views:

Managing Your Online Listings and Reputation Why It s a Mess and What You Can do About it Thursday, March 21, 2013 2:00 P.M. 3:00 P.M. EDT Private

1 Managing Your Online Listings and Reputation Why It s a Mess and What You Can do About it Thursday, March 21, :00 P.M. 3:00 P.M. EDT Private Health News Webcast March 21, 2012 David Blanke Director, Strategic Partnerships Phil Ritchey Director, Hospital Solutions Everyday Health Hospital Solutions

2 Private Health News Award-winning, targeted e-communication solutions for healthcare. Consumers Physicians / Nurses / PAs + Patients & Caregivers Consumers - Nutrition

3 Webinar Information Webinar lasts 60 minutes Enter questions at any time Recording will be available mid next week and we will send you a link Please mute your phones Please take the post-webinar survey which will appear at the conclusion of the webinar

4 Managing Your Online Listings and Reputation Why It s a Mess and What You Can do About it Thursday, March 21, :00 P.M. 3:00 P.M. EDT Today s Objectives Identify common issues healthcare marketers experience with online listings Understand why information is inaccurate or inconsistent across online listings Outline action items for managing online listings by yourself Discuss the importance of having accurate and consistent listings across directories

5 Managing Your Online Listings and Reputation Why It s a Mess and What You Can do About it Thursday, March 21, :00 P.M. 3:00 P.M. EDT Today s Presenters: David Blanke Director, Strategic Partnerships Everyday Health Hospital Solutions dblanke@everydayhealthinc.com Phil Ritchey Director, Hospital Solutions Everyday Health Hospital Solutions pritchey@everydayhealthinc.com

6 Polling Question #1 How do you currently handle your reputation and directory management? Managing for key locations and directories Managing for all locations and directories Not currently managing Third party vendor

7 Consumers Turn to the INTERNET FIRST Question: Which of the following sources do you refer to first when looking for information on hospitals? Based on total: Total (1000); Sufferers (500); Caregivers (500) 7 Source: OTX & Google Custom Hospital Study, June 2009

8 Common Online LISTING CHALLENGES Duplicate listings in multiple directories Rebranding Hospital Name Name change results in need to update all directories Inaccurate or missing content across multiple directories Telephone numbers & addresses Categories Photos Descriptions Hospital websites listed in directories linking to incorrect sites 8

9 #10 ASSIGN POINT PERSON Assign point person as main contact for all reputation information Established connections with marketing managers, telecommunications and materials management Time consuming process that needs to be continually managed 9

10 #9 KEYWORD DESCRIPTION Write a description with keywords to help SEO Include content that is reflective of top services, physicians and geographic convenience 10

11 Polling Question #2 In terms of reputation and directory management, what types of locations are your priorities? Hospital locations Hospitals and ancillary locations Hospitals, ancillary and physicians locations

12 #8 CONSISTENT LISTINGS Ensure consistency across all listings and hospital website Consistency creates credibility and strengthens your brand Search Engine Optimization - SEO - listing information linking back to hospital website creates credibility and results in higher search result ranking

13 #7 FOLLOW PROCESSES Follow verification process to prevent outside entities from adjusting content Many directories have their own secure verification process Google has a postcard or pin number 13

14 #6 EFFICIENT COMMUNICATION Establish fluent communication process with staff to aid in verification process Phone call Both sides set expectations and requirements Open communications communicated mainly through Online listings only as good as the information you provide! 14

15 Polling Question #3 Is reputation and directory management an important part of your 2013 marketing strategy? Yes No

16 #5 PROMOTE YOUR HOSPITAL Promote special offers, classes, services that link to hospital website Creating links increases optimization of site 16

17 #4 UTILIZE SOCIAL MEDIA Highlight listings, up-to-date information, announcements across all social channels Google+, Facebook, YouTube, Twitter 17

18 #3 ENCOURAGE REVIEWS Encourage reviews from hospital patients/families and respond to all reviews Communicate with your audience from the moment I arrived at the Hospital to the last minutes the care by everyone and specially the Nurses was extremely well about expectations!!!!!! Thanks to everyone there!!!!! 18

19 #2 TRACK PROGRESS Track progress to determine measurements for success Metrics and reporting enable month-by-month or quarterly comparisons Number of listings, searches, clicks/visits 19

20 Polling Question #4 What would you say is most important to your organization in terms of reputation and directory management? Consistency for SEO purposes Correcting inaccurate listings Branding/Rebrand Managing patient reviews All of the above

21 Google+ BEFORE AND AFTER Google+ Before Google+ After 21

22 #1 UPDATE Continue to Update! This is an ongoing process Data is aggregated from different outlets - incorrect information on one directory (especially top directories) can cause inaccuracies on others Top search engines, Google, Yahoo and Bing pull information from directories and replicate available data Listings remain inaccurate/incomplete until they are corrected and claimed Syncing listings on directories, locks listings from anyone else having the ability to edit 22

23 Managing Your Online Reputation TOP TEN TIPS Assign point person as main contact for all reputation information Write a description with keywords to help SEO Ensure consistency across all listings and hospital website Follow verification process to prevent outside entities from adjusting content Establish fluent communication process with staff to aid in verification process Promote special offers, classes, services that link to hospital website Highlight listings, up-to-date information, announcements across all social channels Encourage reviews from hospital patients/families and respond to all reviews Track progress to determine measurements for success Continue to Update! This is an ongoing process 23

24 Resources Check out our blog Register for our e-newsletter Watch our YouTube videos - (888) hospitalsolutions@everydayhealthinc.com

25 Managing Your Online Listings and Reputation Why It s a Mess and What You Can do About it Q & A

26 Upcoming Webinar Has Print Communication Become Obsolete for Hospitals? Featuring Jack Korte, Vice President, Repass & Partners Wednesday, May 22 nd, 2:00 (EDT) Evite coming soon!

27 To learn more about Private Health News: Contact Dan Ansel, President / CEO ext. 17 dansel@privatehealthnews.com Visit our website

Grow Your Business With Digital Marketing

Grow Your Business With Digital Marketing The Team Jeff Gordon Creative Director + Agency Principal Kim Gordon Account Director + Digital Strategist Jim Braunschweig Business Development + Social Strategist