Healthcare Online Reputation Management: Kaufer DMC Helps Seattle Area OB/GYN Rock New Reviews

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2 Healthcare Online Reputation Management: Kaufer DMC Helps Seattle Area OB/GYN Rock New Reviews The Challenge We live in a world where online reviews are now pervasive and often, persuasive. While healthcare organizations cannot control what patients write online, they can influence the number of positive reviews received and control how to respond to negative reviews. 2

3 Like many healthcare practices, a Seattle-area OB/GYN had an online review problem. Many of the reviews on sites like Yelp included outdated, negative reviews, which skewed results and created an imbalance in their overall ratings regarding patient perception and experience. The practice, with two locations in the area, knew that the online feedback from their patients was extremely valuable, but they didn t know how to monitor and manage the process. They were absolutely right about the value and importance of online reviews in healthcare. A recent survey from the Journal of the American Medical Association (JAMA) found that patients are now frequently heading online to review and find doctors. of respondents were aware of online physician ratings. of people surveyed said physicians online ratings were very important to them, although rating sites were endorsed less frequently than other factors, including word of mouth from family and friends. avoided doctors with bad online ratings, while 35 percent selected their physicians based on good ratings, with nearly 60 percent reporting that they felt physician ratings sites were somewhat important. 3

4 Most practices and businesses like this OB/GYN would periodically check the major sites for new reviews, but found the process time-consuming and ineffective. They had no way to be alerted of new reviews (unless they paid to be a Yelp advertiser) and didn t know how to respond to the lessthan-positive reviews. 4

5 Strategy/Solution Fortunately, the practice had already begun to establish the foundation for a solid online presence by engaging Kaufer DMC to design and develop a new website and launch proactive social media and content creation programs. It was time for the OB/GYN to take a similar proactive approach with an online ratings program. The goal was to help demonstrate how current and contemporary it is as a practice, as well as to balance some of the negative reviews that were very visible on prominent sites such as Yelp. Kaufer DMC took a five-step approach to managing the OB/GYN s digital reputation: I. Monitored online review sites daily and alerted the client to potential issues. II. Used the tools on various online review sites to claim and gain more control of listings. III. Launched and managed a proactive program to encourage positive reviews and used that content to help build the brand and counter negative reviews. IV. Provided strategic counsel, creation and execution of a policy to respond to negative reviews. V. Advised the practice in embracing and learning from patient input. 5

6 Kaufer DMC s first step was to implement software that auto-alerts the client and agency account manager whenever a review is posted. This automatic check triggers an as well as text message instantly, eliminating the need to manually monitor review sites on a daily basis. This also gave the client immediate knowledge of any potential issues before they could grow out of control. As the OB/GYN received reviews, both positive and negative, Kaufer DMC helped them take advantage of an important tool offered by many review sites ownership of profiles. By registering their practice with each review site, the OB/GYN was able to update and maintain their business information, such as directions and office hours. This is an important 6

7 task, not only to provide the most current information for patients and potential patients, but also for search engines. Also, on most sites, claiming ownership of the listing allows the client to respond to reviews (even without paying). Step three is where Kaufer DMC and the client began to see the most transformation in the OB/GYN s online reputation. Kaufer DMC set up a system to proactively solicit feedback from patients by following up with them automatically after their visit. As patients checked-in for their appointments, the practice admin captured their address so that the practice could later contact patients (through their preferred, HIPAAapproved method) to provide feedback both positive and negative. This follow up provided them with easy access to write reviews, such as a link to the OB/GYN s Yelp page or other online review location. 7

8 In addition, KDMC included a page on the OB/GYN s new website to showcase the positive reviews from these credible sites to other potential patients. As more positive reviews come in this page is updated with realtime automatic posts. Reviews can be also be auto-posted to social media. 8

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10 When the inevitable happens and a negative review comes in, Kaufer DMC prepared the OB/GYN with a policy for determining if a review is a genuine complaint and worth responding to without violating patient privacy. In general, it is considered a smart best practice to respond if and when possible. If handled appropriately, some reviewers will give the business a second chance and may even go back and change or update their reviews. Working together, KDMC and the OB/GYN crafted responses that showed a commitment to improvement and publicly demonstrated to other reviewers that the practice takes patient concerns seriously. By assuring the user that a patient liaison was there to help, the practice was able to meet its goal of turning a negative experience into a positive one. In some cases, KDMC determined that it was more appropriate to take further discussions offline to phone or (if the practice had the patient s written consent to communicate with them electronically) to protect patient confidentiality and resolve issues in private. A primary consideration was given to privacy protection mandated by HIPAA and state confidentiality laws when replying to avoid mentioning patient specifics. 10

11 In the final step of the campaign, Kaufer DMC encouraged the practice to embrace and learn from patient input. As a business, we always improve and are at our best when lines of communication are open between us and our customers/patients. Many patients are afraid to offer criticism in person, and chances are the opinion of one person in a review is held by many who are just afraid to speak up. Many times the negative reviews are easily solved customer service or office concerns that do not even pertain to the quality of medical advice or treatment. The OB/GYN learned to not only listen and respond to what these patients say, but to take their comments to heart and actively use them to improve the practice. Results Kaufer DMC s review management campaign has delivered the desired results of combating the negative reviews with a substantially higher number of positive reviews for the OB/GYN on a variety of different sites and on a consistent basis. Prior to starting the campaign, the OB/GYN had received only three positive reviews from January through May After launching the program on June 1, Kaufer DMC helped the practice secure more than 15 four- and five-star reviews in the first 30 days alone. After the first six months, the practice consistently averages 15+ positive reviews per month, with one location experiencing a 109% increase with 218 reviews. 11

12 Key Takeaways This proactive healthcare online reputation management campaign encouraged authentic, positive reviews on sites to help balance out negative reviews. By expanding the number of online reviews, prospective patients now have a more complete picture of the practice. Here are the key takeaways that can help your healthcare organization or business implement a review management program. Be proactive with your online reputation/ review management Utilize technology to assist Don t be afraid to ask for or respond to online reviews It s important to note here that while it can be tempting, do not bribe patients to write good reviews. Kaufer DMC can help you determine the dos and don ts of requesting feedback and what the review sites consider okay. Want to learn more about healthcare online reputation management? Contact Kaufer DMC and soon you too can start showing how much your customers love you! 12

13 David Kaufer - Chief Dynamic Officer David@KauferDMC.com KauferDMC KDMC 13