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

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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 Health News Webcast

March 21, 2012

David Blanke

Director, Strategic Partnerships

Everyday Health Hospital Solutions

Phil Ritchey

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Private Health News

Award-winning, targeted

e-communication solutions for healthcare.

Consumers Physicians / Nurses / PAs +

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• 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

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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

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

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David Blanke

Director, Strategic Partnerships Everyday Health Hospital Solutions

dblanke@everydayhealthinc.com

Today’s Presenters:

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

Phil Ritchey

Director, Hospital Solutions Everyday Health Hospital Solutions

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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

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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)

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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

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#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

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#9

KEYWORD DESCRIPTION

Write a description with keywords to help SEO

• Include content that is reflective of top services, physicians and geographic convenience

https://plus.google.com/108186127645120423846/about?gl=us&hl=en

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Polling Question #2

In terms of reputation and directory management, what types of

locations are your priorities?

– Hospital locations

– Hospitals and ancillary locations

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#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

http://www.yelp.com/biz/inova-fair-oaks-hospital-fairfax, https://plus.google.com/106750967891552692273/about?gl=us&hl=en

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#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

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#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 email

• Online listings only as good as the information you provide!

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Polling Question #3

Is reputation and directory management an important part of

your 2013 marketing strategy?

– Yes

– No

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#5

PROMOTE YOUR HOSPITAL

Promote special offers, classes, services that link to

hospital website

• Creating links increases optimization of site

http://www.hopstop.com/ypages?action=profile&location_id=313309486

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#4

UTILIZE SOCIAL MEDIA

Highlight listings, up-to-date information,

announcements across all social channels

• Google+, Facebook, YouTube, Twitter

https://www.facebook.com/InovaFairOaks

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#3

ENCOURAGE REVIEWS

Encourage reviews from hospital patients/families

and respond to all reviews

• Communicate with your audience

https://plus.google.com/108774468140498578150/about?gl=us&hl=en

18 “…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!!!!!”

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#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

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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

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Google+

BEFORE AND AFTER

https://plus.google.com/109942106205538004722/about?gl=us&hl=en

21 Google+ Before

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#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

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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 10. 9. 8. 7. 6. 5. 4. 3. 2. 1.

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Resources

www.everydayhospitals.com

• Check out our blog –

www.everydayhospitals.com/blog

• Register for our e-newsletter

• Watch our YouTube videos -

www.youtube.com/HospitalSolutions

(888) 392-7444

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Managing Your Online Listings and Reputation

Why It’s a Mess and What You Can do About it

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“Has Print Communication Become

Obsolete for Hospitals?”

Wednesday, May 22nd, 2:00 (EDT)

Evite coming soon!

Featuring Jack Korte, Vice President, Repass & Partners

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To learn more about

Private Health News:

Contact

Dan Ansel, President / CEO

513.731.6700 ext. 17

dansel@privatehealthnews.com

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