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Health Works Collective > Business > A Doctor’s Reputation Means Everything: How to Protect Yours
BusinesseHealth

A Doctor’s Reputation Means Everything: How to Protect Yours

Jonathan Catley
Jonathan Catley
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4 Min Read
Reputation Management, Review Management, Review Monitoring, Online Marketing, Physcian Marketing
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What do your patients say about you? For a medical practice, a healthy reputation means growth potential and successful physician marketing, but there is more to it than just fighting off the critics.

Contents
  • Be Aware
  • Respond to the Critics
  • Don’t Be Afraid to Take Legal Action
  • Cultivate a Positive Internet Presence

What do your patients say about you? For a medical practice, a healthy reputation means growth potential and successful physician marketing, but there is more to it than just fighting off the critics. Doctors need to look for ways to cultivate their online reputations.Reputation Management, Review Management, Review Monitoring, Online Marketing, Physcian Marketing

Online reputation management is a growing industry, but it is not necessary to hire a firm unless you need to repair significant damage. Consider some simple ways to protect and enhance the online reputation of the practice.

Be Aware

Ongoing monitoring of social media and review sites is a part of responsible reputation management. A negative review immediately creates an impact, so the sooner someone is aware of the problem, the better. Monitor sites like Vitals, Healthgrades, RateMDs, UCompareHealthcare and even Yelp for both positive and negative reviews. When a patient has a positive experience with your practice, ask them to share their experience with the community by posting a review. 

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Respond to the Critics

Practices should respond to negative reviews in a positive, not defensive, way. When posting a response, make sure to avoid any HIPAA violation regarding patient privacy. Software Advice points out that no matter what the reviewer says, you cannot publicly acknowledge them as a patient. Avoid specific references to a treatment plan or diagnosis, as well.

You can contact the patient via phone and try to resolve the issue if you know who it is, but do not send them an email using the address listed in the review. If you are able to fix the problem, ask the patient to delete the negative review or post another that is positive to counteract it.

Don’t Be Afraid to Take Legal Action

If the negative comments are libelous or defaming, do whatever is necessary to remove them even if it means legal action. TraverseLegal explains that defamation against medical practices is rampant on the Internet. One well placed comment can negate thousands of dollars spent of physician marketing, too.

Practices should have a plan in place should a libelous review arise that includes hiring a lawyer that specializes in Internet defamation cases.

Cultivate a Positive Internet Presence

Leveraging social media is one way a practice can build a positive Internet presence. Create pages on all the mainstream social networking sites and post to them often. Provide engaging content about trending healthcare topics like managing chronic disease, or showcase the state of the art technology your practice utilizes. Become the local authority within your community for your specialty.

A physician’s reputation is sometimes all they have, especially when just starting out. One mishandled issue, whether true or not, can take years to repair. Staying proactive about reputation management is just smart business.

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The ACA has put patients at the center of healthcare services. A patient-centric healthcare approach in this digital era means a revised definition of quality in the physician-patient relationship. When it comes to healthcare services, patients shell out a hefty amount from their pocket and want nothing less than the best. The services in healthcare are no longer limited to just cost as consumers now evaluate quality and experience in the same equation. Research highlights from the 2015 Healthcare Consumer Trends by National Research Corporation states that reputation in healthcare matters more to consumers when choosing a brand than any other industry, e.g. hospitality, retail, airline, etc. The new generation of quality measurements in healthcare require a different mind-set and a different 'toolbox' to handle the hurdles. It’s the need of the hour for healthcare providers and others across the healthcare value chain to adopt the patient-centric approach for surviving in the vast competitive ocean of healthcare services. Patient-centric care is an approach that develops through effective communication, empathy and a positive physician-patient relationship. The primary purpose is to improve patient care outcomes and satisfaction and to reduce patient symptoms and unnecessary costs. It’s a win-win situation for both physicians and patients. While healthcare providers are able to support their patients in becoming more compliant with treatment and management of their conditions/diseases, patients feel more satisfied with the care that they are receiving. PwC’s Health Research Institute’s annual report 2016 states that health systems should keep an eye on the consumer experience as they expand and extend. More partnerships and more caregivers could mean confusion for patients and poor customer experiences. To differentiate their practice among competitors, patient satisfaction can be used as a competitive distinguishing factor. Although patient satisfaction cannot really provide tangible benefits, but an experience that exceeds patient expectations for what a practice/hospital can provide is very important as it creates loyal patients who return for future health needs and refer their family and friends. Happy and satisfied patients are a secret marketing weapon for healthcare providers, whether they are physicians, dentists, physiotherapists or hospitals. Your patients are the new-age digital health decision-makers. In this era of Internet and social media, they now have multichannel access to information related to health. Needless to mention, they have gained new power to make their decisions; whether it’s choosing a healthcare provider or referring a physician to family and friends. By converting your satisfied patients to be your brand advocates, you can capitalize and use their voice as an effective marketing strategy to reach out to many other potential patients. To strive and thrive, in the U.S. many healthcare organizations are applying patient-centric approaches to healthcare. It’s all about what matters to patients, so it makes a lot of sense for the healthcare industry to place patients' healthcare experience at the center of their policies and procedures. The best deliverables are a combination of great communication for a positive physician-patient relationship, disciplined measurement and analysis of patient feedback and commitment to technology innovation – the formula for improving patient engagement and care.
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