New Healthgrades Feature: Respond to Individual Reviews

By: Keiana Hastings

Healthgrades.com has undergone many exciting changes this year. In Q1, Healthgrades introduced a feature that allows patients to leave text reviews as opposed to just a star rating. The company later debuted a new user interface and just last week they announced another highly anticipated feature – physician responses.

As of August 9, 2016, physicians are able to leave a single text response to each patient review. All responses are filtered by Healthgrades prior to being published, so responses may not appear on the site immediately.  Formerly, providers were only able to submit one blanket statement for all reviews, so this comes as a welcomed change!

Beginning mid-September*, practice managers will be able to respond publicly to Healthgrades reviews using Binary Fountain. While responding publicly is a new capability for Healthgrades, the process for closing the loop will remain unchanged. Practice managers are still encouraged to respond to both positive and negative reviews.

Check out the infographic below for a few helpful reminders.

healthgrades respond to reviews 2.jpg

If you have any questions, please contact your reputation management account manager.

*Tentative plan subject to change.

Meet Our Newest Team Member: Leslie Raney

Welcome, Leslie Raney! Leslie recently joined our team as an Email Marketing Specialist.

leslie

Get to know Leslie:

On Sunday afternoons you can find me at brunch with my friends. I am a “foodie” and love trying the newest brunch spots around town. On a nice day, you’ll find me at the park after brunch enjoying the people and outdoors with my two Pomeranians.

When I’m not working, I enjoy trying out new recipes in the kitchen, working out, exploring the country and taking advantage of Nashville’s music scene.

My favorite city I’ve ever visited is Cinque Terre, Italy. The culture and structure of the city is truly amazing.

My Favorite social media site is Instagram. The platform is a great way to stay connected, learn and see stories told through pictures.

If I could have any superpower it would be teleportation. I love to travel, the ability to be in any city in a moment excites me.

My favorite movie is Remember the Titans. Two of my favorite things are history and football, and this movie tells one of our nation’s most important stories through a new eye.

Welcome to the team!

Pokémon Go: Should you De-List Your Facility?

By: Grant Peterre

If you’ve spent any amount of time in public the past month, you’ve probably witnessed a strange phenomenon: multitudes of people purposefully marching around with their phones facing forward, following odd tracking signals and expressing their desires to capture a Pikachu or acquire more Pokéballs.

Still wondering what this is all about? Here’s a brief introduction to Pokémon Go, the new mobile craze that is on pace to become one of the most viral application of all time.

Pokémon Go is an augmented reality game for iPhone and Android. Capitalizing on the immensely successful Pokémon franchise which encouraged players to catch and collect virtual monsters, Pokémon Go uses your phone’s camera and GPS location services to digitally display creatures for capture and collection, all against the backdrop of the real world.

The app is being lauded for encouraging players to be more active outdoors and unifying players and fans of all ages. Business and institutions are even taking advantage of the action: local business owners have been purchasing “lures” on Google Maps, which results in waves of players flocking to the location in search of Pokémon. The Art Institute of Chicago has even encouraged players to visit their museum via Twitter in search of Pokémon.

Pokemon and Your Facility

But what does this mean for hospitals and practices in the HCA community? Reports of increased foot traffic in and around various facilities has necessitated a reminder about safety and security protocol. It is important to remember that one of our top priorities is the protection of patient and company information. A popular game that relies on the collection of data through users’ phone cameras and GPS location could pose security threats to information and must be treated appropriately. HCA’s Information Protection Program has offered several helpful suggestions if you believe your site is facing issues with crowds, such as working with your IT team to determine if your facility is listed as a popular gathering point for players of Pokémon Go, or creating scripted messages to deliver which detail the potential security threats posed by players.

If you do discover that your location is a gathering point for players, here is the process for having your site removed from the map:

  • Visit the app developer’s support page at https://support.pokemongo.nianticlabs.com/
  • Choose “Submit a Request,” followed by “Report a Problem with a Gym or Pokéstop”
  • Supply the full address of your location

pokemon

While Pokémon Go is undeniably innovative and fun, always remember our commitment to HCA values and standards involving patient confidentiality and security. Please reach out to the Marketing & Digital Services team if you have any questions.

Leaving a Satisfaction Rating on ZenDesk

By: Hannah Brown

Once a ticket on ZenDesk has been solved by a member of the Corporate Online Marketing and Digital Services team, the requester of the ticket is sent an email 24 hours later inviting feedback on their support experience.  The survey simply requires a one-click positive or negative rating. The requester has the additional option to leave a comment on the rating. Here is how you leave a rating and comment on a ZenDesk ticket:

  1. Once the ticket is marked as Solved by a Corporate Marketing team member, an email is sent to the requester of the ticket.
  2. There will be two links in the email: Good, I’m Satisfied and Bad, I’m Unsatisfied.zen1
  3. After clicking the link of your choosing, the URL to the original ticket will be opened. (Note: you do not need a log in to leave a rating.)
  4. You will be prompted to rate the ticket and add an additional comment, if you would like.zen2
  5. Once you select a rating, it will be shaded in Green on the ticket. You will have 5 business days to change or update your rating before it is published in the system.zen3

Our team greatly values and appreciates your feedback. Leaving a rating with or without a comment on your solved ticket will help our team provide even better customer support to you and your team in the future.

How to Onboard Practice Managers, Practices and Providers

By: Elizabeth Wuellner

Maintaining an accurate, up-to-date digital presence is crucial to your practice’s online credibility. Whether you are opening a new location or onboarding a new practice manager or provider, it is important that these changes are reflected on your online entities and that new staff members receive training on digital marketing tools as needed. Below are a few common scenarios and recommended next steps for updating your digital presence as it relates to online listings and reputation management. For more information and a full list of onboarding and offboarding tasks outside of digital marketing, please see PSG’s complete checklist.

If you are a new practice manager:

  1. Complete a New PM request form on Zendesk, our online help desk. This form will notify your division’s reputation management account manager that you need to be set up on Binary Fountain’s software and enrolled in our Healthstream training course.
  2. Complete the digital marketing Healthstream training course to learn all you need to know about your practice’s online listings (Yelp, Google My Business, Foursquare, etc.), responding to online reviews and the Binary Fountain system capabilities.

If your practice or division is opening a new location:

  1. Submit the PSG listings and reputation management application to ensure this new location is added to the Binary Fountain dashboard and its online listings are claimed and updated.

If your practice is adding a provider:

  1. Submit the New Provider request form on Zendesk to ensure this new provider is added to the Binary Fountain dashboard and his or her online listings are claimed and updated.

Snapchat: Where Your Next Customer Lives

By: Stacy Acquista

If you are subscribed to any marketing trends newsletter, you may have noticed Snapchat popping up in all of your subject lines within the past few months as the next big thing. Snapchat is currently the fastest growing social network for American millennials, with 60% of 13-to-38-year-olds having an account (source: Forbes, Jan. 2016). As the largest generation in our history is starting to require healthcare services for themselves and their families, your hospitals have the opportunity to engage consumers in a platform where 100 million active users spend an average of 30 minutes per day (source: Business Insider, March 2016). Millennials are now representing the largest population with purchasing and healthcare decision power for multiple generations within their households. We need to be part of the conversation within this growing platform where a captive audience lives daily.

What is Snapchat?

Snapchat is a popular mobile messaging application that allows users to share photos, videos, texts, chats and drawings with their friends and followers for 24 hours of viewing. After that time period, the photos and videos automatically erase. Additionally, users can choose to follow their favorite brands’ interactive channels. Although Snapchat was originally a trendy application geared toward teenagers, the recently added features have propelled the platform into a much broader space with advertising potential. Established brands including General Electric, Gatorade and the New York Times are using Snapchat branded channels and filters to connect with their customers with very low-cost, highly personalized content.

Snapchat 101

Below is a breakdown of the six main features for Snapchat users within the application:

  1. Snaps

Snaps can be a photo or video sent in a message to another user that can be viewed or played for up to 10 seconds. Photos and videos can be viewed multiple times over the 24-hour period, with the user being notified each time someone views their snap or if a screenshot is taken.

  1. Geofilter

By swiping to the right of a photo or video, you can add custom filters to enhance your snap including location, temperature and speed filters. There are many advertising opportunities within the geofilter function for brands:

Lens

On the more popular spectrum, Snapchat utilizes facial recognition software filters to brand your face with a superimposed digital image. Animations are activated with mouth or eye movement, such as the popular rainbow mouth and dog ears samples seen below.

snapchat 1

On-Demand Filter

One of the newest features is an on-demand geofilter, which allows a brand to geo-target a group of Snapchat users within a specific location for a set amount of time for a minimal cost. For example, if your hospital is hosting an anniversary celebration, you can create a customized geofilter and encourage attendees to share it on social media for their friends and families to view. Within this feature, brands are providing a personalized experience that can be shared with multiple users in a visually stimulating exhibit that is actively on the user’s phone and inside the third most used application (Snapchat, 2014).

snapchat 2

Sponsored Filter

The most expensive option for brands is to own a sponsored filter, ranging in $500,000-$700,000 category depending on the reach. This temporary branded filter is featured as the first of the lens options and is often used for special events such as movie premiers and product launches. This can be customized by time period and location similarly to an on-demand filter, but with a higher reach due to the placement within the lens category. Some examples of the most popular branded placements are below.

snapchat 3.jpg

  1. Chat

Users can send chat messages to specific users similarly to other chat applications.

  1. Stories

This function allow users to piece together a collection of photos and videos strung together to form a story visible for 24 hours.

  1. Discover

These are 20 dedicated channels for major media publications who have an agreement with Snapchat to publish a daily Discovery Story. Major brands include Buzzfeed, ESPN, Food Network, CNN and Mashable. Below is a chart highlighting the reach and success of each channel (source: Variety.com, 2016):

snapchat 4

  1. Live

This feature allows the Snapchat team to string together snaps from individual users into one long storied snap. It is usually focused on special events and holidays around the world.

Statistics

Here are some quick facts and statistics to know about Snapchat:

  • Founded in 2011 and headquartered in San Francisco, CA
  • There are 200 million users total on Snapchat
  • There are 100 million active users daily
  • More than 20,000 photos are shared every second
  • 70% of Snapchat users are female
  • 60% of smartphone users ages 13 to 24 are on Snapchat
  • User spend an average of 25-30 minutes daily on the app
  • Snapchat reaches 41% of all U.S. 18 to 34-year olds vs. 6% via TV networks
  • Facebook has attempted to acquire Snapchat for $3 billion in the past, but was declined
  • Snapchat is currently valued at $18 billion

(Sources: Omnicoreagency.com, Business Insider, Hubspot, Wall Street Journal)

Branding capabilities

Snapchat can be a powerful communication tool for a brand that easily integrates with other existing social platforms. By creating meaningful visual content, brands can maintain engagement and drive purchasing decisions. The possibilities for hospitals creating engaging content are endless. Initial applications can include:

  • Patient testimonials
  • Physician Q&A
  • Day in the life of a nurse or physician
  • Contests
  • A custom geofilter for special events including hospital week and healthcare observances
  • Virtual tours of floors and units
  • Sneak peeks at grand openings and new programs
  • Behind the scenes and meet the staff footage

Measuring the Return

The most powerful from of marketing is word of mouth. That same word of mouth has extended itself beyond family and friend circles and into the world of social media for everyone to read. More than 40% of consumers use social media to help manage their health (source: Mediabistro) with 41% of people citing social media affecting their choice for a doctor or hospital (source: Demi & Cooper Advertising and DC Interactive Group).

But is Snapchat a valuable use of your limited resources and a viable social platform to provide a return on your investment? Snapchat provides usage data and demographic information regarding views and engagement. Furthermore, the campaign’s call to action can affect how brands can continue the conversation with the user on other platforms including YouTube videos, Facebook and websites.

Snapchat has recently partnered with Oracle to provide more concrete ROI data to compete with other platforms such as Facebook and Instagram. The company has also partnered with Google’s double-click to verify ad viewing and Moat to measure video ads. For brands who have tested the waters with Snapchat, 92% of ads for consumer packaged goods drove higher in-store sales (source: Advertising Age, June 2016).

The key measure of success with any campaign is to monitor a movement in consumer awareness, patient calls and patient volumes. With a tailored campaign, Snapchat is the most digitally interactive application to connect brands to its users. Similarly to other popular social media platforms, there are those brands who are at the forefront and those that risk falling behind. Our hospitals need to be present where users are looking for engagement and to exhibit technological sophistication in everything we do, including communication and advertising.

Next Steps

The first step before venturing into the branding world of Snapchat is to create your own account and start exploring. Become familiar with the functionality and navigation of the platform. Discover what content would be most appealing from the user’s experience and how you can incorporate this tactic into your marketing campaigns.

To learn Snapchat basics including setting up an account, visit Everyone Social’s page: http://www.everyonesocial.com/blog/your-definitive-guide-to-snapchat?utm_campaign=shareaholic&utm_medium=email_this&utm_source=email

Sources

http://www.businessinsider.com/how-much-time-people-spend-on-snapchat-2016-3

http://blog.hubspot.com/marketing/snapchat-best-brands#sm.0000109vp6m3gheiuuhat5f7avf5e

http://mediakix.com/2016/01/snapchat-statistics-2016-marketers-need-to-know/

https://getreferralmd.com/2013/09/healthcare-social-media-statistics/

http://www.wsj.com/articles/snapchat-how-brands-reach-millennials-1466568063

http://variety.com/2016/data/news/snapchat-content-survey-how-much-millennials-actually-use-live-stories-discover-and-more-1201736616/

http://adage.com/article/digital/snapchat-partners-oracle-show-ads-work/304526/

http://mwpartners.com/snapchat-is-now-the-third-most-popular-social-network-among-millennials/

SEO for Voice Search

By: Chris McCarthy

SEO for Voice Search

The expansion of technology and a demand for fast information has changed the way people search the Internet. Users now access search engines via their mobile and hands-free devices, often times using voice search as search queries. This has many asking how SEO experts should adapt to voice search.

As of February 2016:

  • Bing estimates 25 percent of all its search queries are voice according to Search Engine Land
  • Google estimates 20 percent of all its search queries are voice according to Search Engine Land

These percentages will continue to grow. Adults make up 41 percent and teens make up 55 percent of daily voice searches, which has doubled in the last year according to Search Engine Land. Products like Amazon’s Echo and Apple’s Siri have more people are gravitating towards the convenience of voice search. As these products evolve, voice search usage will only increase.

What effect does voice search have on SEO? There is no direct answer to this question, but here is what is known:

  • Voice optimized content is similar to optimized content best practices; it should provide valuable information that is important to the user in a conversational way.
  • Voice search is often long-tail keyword phrases with a user looking for an answer, so content should be optimized to reflect this.
  • Voice optimized content should focus on sentences and phrases and less on targeted keywords.

Voice search optimization all goes back to providing meaningful information to the user. This means focusing on how users are searching and delivering direct answers to user search queries in content. However, as content optimization evolves, there has been a major focus on incorporating semantic location-bases phrases. Because voice search is much more conversational, here is a list of principles to consider when optimizing for voice:

  • Voice has longer search queries
  • Conversational language has more question phrases
  • Conversational language tells intent clearly
  • Voice search focuses more on user’s local information
    • ex. “Best restaurants in Nashville, TN,” “Closest emergency room to me,” etc.

Adding more information about a location along with targeted keywords in a natural, fluid way is a step towards the evolution of content optimization. This is a great starting point as voice search becomes more prevalent.