5 KEY STRATEGIES TO IMPROVE REPUTATION MARKETING TODAY
Reputational management is critical to the success of medical practice. But before we continue, let’s have a simple definition:
Online medical reputation management falls under the category of marketing services, used to repair, and enhance the online presence of healthcare professionals. There are criticisms, embarrassing public incidents, bad press coverage, or malpractice lawsuits that could jeopardize the success of medical practice.
Typically, reputation management is used as a service when a physician:
When negative media reports or online reviews of doctors appear online, doctors’ offices see a one-third decrease in visits and calls to their offices, with potentially disastrous financial consequences.
When any of these events occur, clinicians tend to go into “crisis mode” and often seek the best strategies to restore their reputation.
First, if done correctly, your website will be found when patients search for your name. Is very powerful. Even if patients find some negative reviews, it is imperative to make a good first impression.
Second, when it comes to online reputation management for doctors, it’s best to have a website that neatly presents all the important information about yourself that you want to highlight. Your website is a building block, a central place that is used for all aspects of reputation management.
If you talk to 10 marketers, all 10 will tell you that the best way to manage your reputation is to blog. A blog lives forever on the Internet (or if you pay for your web hosting). More importantly, having a blog allows you to speak with your current and future patients to show your expertise and the value you bring to your clients. Most importantly, a regularly updated blog is more likely to attract new clients, attract repeat business, and help you and/or your practice rank higher in Google search results.
The key to succeeding in solving reputation management problems is creating relevant and timely content related to a doctor’s name on multiple platforms. As we saw earlier, one of the easiest ways to create valuable content is to start a blog.
But even if you create the best doctor blog on the web, it’s likely only hiding one of the top ten Google search results.
A robust physician reputation management campaign needs to do more. The easiest way to hide negative reviews or press reports is to post new content on other websites as well. At agencies like ours, we deal with many of the marketing solutions.
Google takes a wide variety of digital signals into account when ranking content for a specific search term. The best way to get meaningful results when running a doctor’s reputation management campaign is to address any important signals that are getting Google’s attention.
It is common knowledge that social media activity has an impact on Google search results. Specifically, Google is attracted by the number of visits to certain websites and blog posts directly from social networks such as Facebook, Twitter, or LinkedIn.
This strong correlation between Google search results and social media activity is what makes the most successful physician reputation management campaigns include a social media component. Strong social media profiling combined with frequent posts has proven to be a very effective reputation management technique.
According to Google, 97% of users search for local businesses and local business owners online.
For this reason, reputation management campaigns often focus on so-called “local SEO practices”.
The priority in enhancing a doctor’s reputation is ensuring that locals searching for a doctor’s name see relevant results, preferably not questionable ones.
To that end, the most important step in starting a local SEO strategy is to have a practice that claims your local Google business listing.
Most reputation management companies prefer to be vague about their strategies so as not to divulge their secrets.
Managing the online reputation of physicians is a science. To bury negative results, a doctor or business should use these 5 techniques to create fresh, authentic, and relevant content that replaces negative reviews online.
Clinicians should be aware that elements of reputation management that alter Google search results do not take effect overnight.
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