75% of patients will search your reviews online before deciding whether or not you should be their doctor. This means you need a strong online presence as well as a reputable one. After all, you are not going to get any new patients if your healthcare marketing on social media is mediocre or if everyone is complaining about your services.
Use this guide to manage your digital reputation, and take your online presence to the next level.
What is online reputation marketing?
In digital marketing, reviews drive your reputation. According to Spiegel Research Center, 95% of buyers will read online reviews before making a purchase. Moreover, BrightLocal reports that 73% of consumers will trust a local brand more if they read positive reviews. Figures do not lie, and the more negative reviews you get, the more your brand becomes unattractive to potential clients.
Online reputation marketing, therefore, is a proactive digital marketing strategy that aims at getting your brand increased positive exposure from satisfied clients. As long as people can comment, they are building a reputation for you. Your job is to make sure these reviews paint a positive image of your brand.
Managing your digital reputation
1. Build a digital presence.
Online reputation management (ORM) drives the perception of your business. If you want to influence how people think about your services, you need to take your business online, and allow people to express their opinions about you. This is where healthcare marketing on Facebook or Instagram comes in.
Although building your digital presence, do not forget to optimize for both desktop and mobile. This is important, because not all desktop search results are visible on mobile devices. You want anyone who searches your business online to view it, regardless of whether they are on a mobile device or on their PC. Since the number of people using their mobile devices to search for information increases every day, start by adapting your website to mobile. Lastly, do not forget to use geolocation to keep your business ranking.
2. Monitor your online reputation.
Your reputation hangs on a delicate balance between what you do and say about your clinic and what people say about you through reviews. Monitoring your reputation is therefore crucial, so you can know where you need to improve.
Thrive Agency gives a 5-step process to keep up with your online mentions. First, you should sign up to Google Alerts. This is easy, free, and allows you to keep up with mentions of your business across the web. Second, monitor your social media accounts. Third, consider also monitoring your top review sites daily. As a healthcare provider, you should be more concerned about local review sites, such as Yelp. Fourth, you should also search and address negative mentions across the web. This shows potential patients that you can maintain composure, and respond professionally to negative comments. Finally, repeat these steps as you have accomplished them, and make them your routine.
3. Take advantage of your reviews.
The point of building your digital reputation is to use it as a marketing tool. In fact, people trust reviews almost as much as they trust friends. Reviews increase your authenticity, and show potential clients that they can trust you. Although it is okay to have a separate testimonials page on your website, reviews work best if they are strategically placed in other pages where your potential clients can easily see them.
You can also use them in your email campaigns, and look for creative ways to incorporate them into your social media posts. While using Facebook advertising for your medical clinic, consider adding reviews to Facebook videos. Create captivating videos to hook viewers, then add the reviews creatively, so they do not appear so “salesy” as to put off your viewers.
The bottom line
Healthcare is a highly competitive industry. To get a great return on your investment, you need to have a smart marketing strategy that takes advantage of online reputation marketing. Build strong referrals, and work with experts to help you build a strong and consistent brand.
Do not wait to grow your business. If you want to turn viewers into patients, contact the digital marketing experts at iProv at (501) 653-6532. We can help create a marketing strategy that works, and help take your practice to the next level.