What is Reputation Management
Online reputation management or ORM is the digital art of framing or influencing about the reputation of an individual or an organization.
Patients look for the information about the practitioner online to make themselves educated. They do enough research on symptoms, medical conditions, doctors, and hospitals before visiting a practitioner. In this case, a medical practitioner’s branding and online reputation is a key influencing factor for patients during their journey of recovery from diseases.
Most of the time these influencing key factors are caused by the third party elements where online reputation reflects the guarantee of trust. A doctor’s online reputation not only affects patients but it also influences colleagues, employees, and future prospects. A negative post on an online newspaper, review sites like Google local, directory sites like Practo can damage the reputation of a doctor or the hospital.
Why Reputation Managment is important for a Practitioner
When a practitioner is employed by a hospital or pursuing his own practice, people are discussing him. All these discussions happen among patients who visited him recently or a patient who is looking for the treatment. Online presence of a doctor also talks stories on the past events, knowledge, and experiences of previous patients. All of this information is found on top of search results. A poor presence on the internet always influences negatively a patient who is visiting the practitioner online at first place.
A positive reputation of a practitioner influences the patients positively and build trust. A well-managed reputation can increase cases which help to grow the practice. The brand is built based on the great presence online. Reputation marketing can help a practitioner to suppress the negative footprints on all channels like review sites, news sites, and directories.
How a Negative Presence can Affect You
In this present digital world, most of the patients in metro cities look for information online before their treatment. They do enough research about the doctors and hospitals during their journey of treatment. In their journey, there are many touch points which can negatively impact their decision making. Even a single negative review can dramatically change the perception of patients which eventually affect the practice. Not only the negative reviews influence the reputation but having less presence online also shifts the patient to a competitor.
What are the Signals for Good and Bad Reputation
There are many signals or factors which are considered as good or bad reputation. These factors can either help a practitioner or hurt him.
Signs of a Good Online Reputation
Positive Search Results:
Patients expect positive search results while they are searching for the name of a doctor or the hospital. A negative article appearing at top of the search results can negatively impact them. They also seek for accurate information about the individual or the entity. They don’t expect to be serving someone else with the similar name. When they search on Google they want to see the results as per their expectations.
Most of the time patients journey starts on Search Engines from where they land on various information websites. These are the touchpoints for patients. They expect complete information on these websites. The reputation of a practitioner starts with his own website where complete information needs to present. Other touch points include websites like Practo. Patients want to learn about the practitioner on these platforms. Incomplete information on these platforms can negatively impact patients decision making.
Active Online Accounts:
Patients even peek into practitioner’s or hospitals online accounts. Social accounts play a vital role in decision making. Active social accounts like Facebook, Twitter, and LinkedIn with knowledgeable information presents the expertise of a practitioner. These accounts often appear at top of Google’s search results which suppress negative articles.
During the journey of an expert doctor search patients land on review websites. They want to hear from real patients who visited the doctor recently. Future patients want to learn about experiences with the doctor, the facility center and even about the cost of treatment.
Signs of a Bad Online Reputation
Incomplete or Lack of Information:
What could be worst than finding nothing about a practitioner or a hospital when patients want to learn about them. This could be bad as finding a negative review. Patients get frustrated if they are not served complete information about the doctor which is directly related to the credibility. This also opens the door for unfriendly discussion which can dominate the search results.
Negative Search Results:
Search Engines are awesome to present the results based on the importance of various websites. While searching for a practitioner Google can show negative news results or low review star websites. People talk about the medical center and practitioners all the time. A negative discussion eventually pops up on search results and tarnish the reputation.
Controversy Happened in Past:
Mishappening happens and people start talking about the event. The Google search results, news sites, social sharing sites, and review platforms flood with all those nasty talks. The mistake happens once but long term effects keep on haunting all the time. It ruins the online reputation of a practitioner or the hospital. Search engines keep displaying the negative search results if corrective actions are not taken.
How can you check for your reputation
Do a Search in Google for your name:
The journey of patients starts from Search Engines like Google. Hence the reputation search of any practitioner or the hospital should start from the Google. Check carefully all search results on the first page of Google. Do you see expected search results or any unwanted news results from an event happened earlier? A positive reputation of a practitioner will get mix impression from his own website, social medical profiles, directory profiles, YouTube videos and coverage from news articles. Do a search on image section of Google as well. You should be seeing images related to you and your facility. Try a combination of various key terms. You should be on top of Google for the terms searched for.
Check for Social Media Channels:
Do a thorough search on all social accounts. Do you find complete information about you with regular posts about you and your facility?
Having incomplete information on social channels is frustrating for patients as they want to learn more and more about you. Also, make sure to search for your name and facility on these social channels. It might happen that you encounter images or rant floating around with unfavorable social posts. This can ruin reputation which you earned in these years.
Do you see information related to you only
A poorly managed reputation can also serve results which are not related to a practitioner or the hospital. Chances are somebody with the same name who did a blunder is appearing on top of search results which can damage your reputation. If you don’t have well-managed reputation than most of the time Search engines will show results that do not belong to you. This can be as bad as a negative review from a frustrated patient.
Assessment of positive and negative reviews
So how far is it going? Are those results which represent your reputation are satisfactory, negative or neutral. You must make a list of results which are not related to you, incomplete or highly negative for your patients.
How to Build a Good Reputation Online?
So here comes the big question. How to get rid of those negative search results which pop up on the first page of Google or floating posts around in social channels.
The truth is online reputation management is not the overnight solution to your problem. To achieve success in reputation management sustainable results need to be driven. Platforms like Google or social channels need to be filled with positive information about you and your facility. Take all possible actions to remove content like news articles, photos, and social posts. You can be polite to ask for the favor. There are policies of these giant companies like Google to remove information from their search results. https://support.google.com/websearch/troubleshooter/3111061#ts=2889054%2C2889099%2C2889064
The most important thing in reputation management is not repeating same mistakes as the damage will double all the efforts. If the mistake was done by one of your employee you need to train them or maybe you want to get him out of the system. The solution to your problem is the identification of your problem and taking corrective actions. Take care of incomplete profiles and build a website with your own name and facility name. You will gradually see that negative results are getting pushed out of the first page of Google.