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
Private Health News
Award-winning, targeted
e-communication solutions for healthcare.
Consumers Physicians / Nurses / PAs +
• 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
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
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
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
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)
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
#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
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
Polling Question #2
•
In terms of reputation and directory management, what types of
locations are your priorities?
– Hospital locations
– Hospitals and ancillary locations
#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
#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
#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!
Polling Question #3
•
Is reputation and directory management an important part of
your 2013 marketing strategy?
– Yes
– No
#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
#4
UTILIZE SOCIAL MEDIA
Highlight listings, up-to-date information,
announcements across all social channels
• Google+, Facebook, YouTube, Twitter
https://www.facebook.com/InovaFairOaks
#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!!!!!”
#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
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
Google+
BEFORE AND AFTER
https://plus.google.com/109942106205538004722/about?gl=us&hl=en
21 Google+ Before
#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
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.
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
Managing Your Online Listings and Reputation
–
Why It’s a Mess and What You Can do About it
“Has Print Communication Become
Obsolete for Hospitals?”
Wednesday, May 22nd, 2:00 (EDT)
Evite coming soon!
Featuring Jack Korte, Vice President, Repass & Partners
•
To learn more about
Private Health News:
Contact
Dan Ansel, President / CEO
513.731.6700 ext. 17
dansel@privatehealthnews.com
