Submitting a Ticket through ZenDesk: The HCA Digital Operations Online Help Desk

By: Hannah Brown

How to Submit a Ticket on ZenDesk

The Digital Marketing Operations Team is excited to introduce Zendesk. Zendesk is an online help desk that allows HCA practices and marketing teams to easily submit any update requests or questions regarding their online listings, Binary Fountain or general reputation management to HCA’s Digital Marketing Operations Team. After a user submits a ticket, a member of the team will follow up regarding the request within 24 hours.

Going forward, we ask that you use this online help desk to:

  • Claim or update online profiles for your hospital, service lines, practice or physicians.
  • Inquire about responding to a review
  • Report a duplicate online profile for removal
  • Contest or hide an online review
  • Make updates to Binary Fountain
  • Provide general feedback to our team
  • ….and much, much more. When in doubt, fill it out!

Here is how to submit a request through Zendesk:

  1. Go to https://hcadigital.zendesk.com. Please note: You do not need to log in.
  2. Click Submit a Ticket.
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  3. Select the type of request you are submitting: Online Business Listings, Binary Fountain, Reviews or Miscellaneous.
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  4. Select a sub-category for your request under the request options.
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  5. Complete a request form, detailing all relevant information. The following fields are required and must be completed in order to submit a request:
    1. Your name
    2. Your email
    3. Your division
    4. Your location name
    5. A detailed description of the issue

After submitting a request, a member of our dedicated team will follow up with you within 24 hours and continue to provide regular updates on the progress of your request via email. Multiple team members are available to assist with your requests or filter them to the correct people. Additionally, users also have access to a library of digital marketing toolkits to reference at their convenience.

With your help, we look forward to providing a faster, more transparent and more structured support system to better serve you. If you have any questions, please contact Hannah.brown@hcahealthcare.com.

 

Online Review Leads to Speedy Service Recovery Opportunity

By: Elizabeth Wuellner

Never underestimate the power of responding to online reviews. In a recent reputation management success story, an upset patient who left a review about his negative experience at the hospital was quickly addressed offline, restoring the patient’s confidence and prompting him to update his review to 3 stars:

Updated Review 1

Crafting a General Response for Healthgrades Reviews

By: Keiana Hastings

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As a site centered on physician profiles, Healthgrades wants to ensure that physicians have a voice. Healthgrades recently integrated free text reviews, which allows patients to write reviews, as opposed to leaving only a star rating. Although physicians cannot respond to individual reviews, they can post a general response.

What is a general response?

Healthgrades does not allow users to leave a public response to individual reviews. Instead, physicians can post one general response communicating gratitude to patients who have completed the survey.

What should the message say?

In general, the response should thank patients for their feedback and let patients know that you are responsive to feedback. The post should not refer to any specific case or person, as this violates Healthgrades Terms of Use policy, and may draw attention to negative comments that may otherwise be overlooked.

What are some examples of responses?

  1. Thank you for taking the time to complete the patient survey. As a valued patient, your feedback is of utmost importance to me and my staff. We are committed to providing you with the best care possible.
  1. Thank you for sharing your experience. Patient feedback is important to us as we continue to make strides towards enhancing the patient experience. My staff and I take great pride in serving the <insert city> community and we are honored to be your healthcare provider.
  1. Thank you for your feedback! It has been a privilege serving the <insert city name> for the past <insert number of years> years. My staff and I aim to provide the highest quality patient care and we appreciate you taking the time to share your experience.
  1. I appreciate your time in submitting a patient survey. If you received great service and attention, please tell a friend. If you did not, please tell me or my staff. We are committed to providing you with the best care.

If would like to update the general response for your provider, please contact Hannah Brown or Kelly Bodell. You may use an example response or submit a customized response.

How to Deal with Negative Reviews

By: Jael Teme

How to deal with negative reviews (1)

Let’s say a very angry patient left a negative review complaining about you or your practice. What should you do? First, take a deep breath. Responding while angry is a recipe for disaster.

Once you have given it a few minutes– or hours, depending on the review– evaluate the situation and take one of the following actions.

  1. Contest the review. If the review is false or unfounded, you may be able to contest it. Take a look at our list of review sites that will allow you to contest a review and how to do so.
  1. Weigh the possible outcomes. Would responding to this review be beneficial? If the review has many spelling and grammar errors, other users will find it irrelevant. In those cases, it might be better to stay away. It is unlikely a response will prompt a positive outcome.

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  1. Respond privately. By responding privately, you might be able to establish rapport and help solve the situation in a more efficient and faster way. The key is to keep your message simple and genuine and always be mindful of your tone. If the person perceives that you are being condescending or rude in anyway, things could go array.
  1. Respond publicly. Most reviews can be approached this way, but be careful not to share patient information. According to HIPAA, you can’t confirm or deny that the reviewer is your patient. Let’s take a look at examples of what you can’t and can say, according to HIPAA guidelines. This is what you can’t say:

“We are sorry to hear you did not have a good experience at our hospital. We value you as a patient and want to make your experience as comfortable as possible while you recover from your back surgery.”

This is wrong because it is confirming the reviewer as a patient and exposing private medical information. You can still address the concern without compromising information. Here’s an example of what you can say:

“We are very sorry to hear about this experience. Our Patient Care Services Department has been alerted to the situation. If you would like to speak to someone further about this experience, please call [phone number].

  1. Boost positive reviews. Encourage your patients to leave positive reviews. If your page has more positive reviews than negative, the attention will gravitate to the positive ones—making the negative ones less effective.

Contact your Reputation Management account manager if you are having a hard time deciding how to respond to a negative review. Our team is here to help you succeed!

Beating the Yelp Review Filter

By: Hannah Brown

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There has been a lot of controversy surrounding the Recommended Reviews feature on Yelp. People regularly complain when a positive review gets filtered out on their listing, but have less to say when a negative review gets filtered into the “not currently recommended” section on a Yelp listing. Ideally, while Yelp’s rating software has been built to stop spam from competitors or one-time negative reviewers, it can also prevent good businesses from turning good service into good reviews. With 88% of all people trusting online reviews as much as personal recommendations the question remains: How do you beat the Yelp filter to show legitimate reviews on your business’s Yelp listing?

Check out these 5 tips:

  1. Understand the review filter and its general purpose, which is to filter out fake/one-time member reviews. Check out Yelp’s video on how it works to learn more.
  2. Learn what makes for a filtered Yelp review. Yelp takes a look at a variety of criteria to help them distinguish between a legitimate or fake review. Yelp will most likely filter a review if:
    1. It is from a one-time reviewer
    2. It is from a reviewer without an established profile (photo, additional info, etc.)
    3. It is strongly slanted positively and negatively
    4. It is short, without many details
    5. It is from a location far from where the business is located
  3. Interact with the reviewer. Adding the reviewer as a friend, sending the reviewer a message, responding to the review and voting the review as “Useful” or “Funny” are interactions that can aid in the review being legitimized by the Yelp software.
  4. Encourage your customers to be active on Yelp. Customers with better reputations on Yelp (leave a lot of reviews, have a complete profile, etc.) are less likely to have their reviews filtered.
  5. Focus on getting reviews, not whether they go through the filter. There are many legitimate ways to improve your business reviews on Yelp. The more positive reviews you have on Yelp, filtered or unfiltered, the better off you will be as a whole.

Remember, 33% of negative reviews turn positive, so whether or not the reviews on your listing have been filtered, every review left is an important opportunity for you to engage with a current or future customer.

More Information:
Yelp Help: Why Are My Reviews Not Recommended By Yelp?

A Reputation Management Success Story

By: Keiana Hastings

2015 was a busy year for the Reputation Management team. The team deployed a Reputation Management software, Binary Fountain, to nine divisions. Just last week, the team completed the software rollout in the final division. The software has been beneficial in highlighting categories for operational improvement and pinpointing opportunities for service recovery.

In a recent case, a practice received a negative review regarding the front office staff, in which the patient stated she would not be returning. The practice manager was able to reach out to the patient and resolve the issue. The patient, unprompted, updated her negative review with kind words and praise for the staff.

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This is just one example of the great work practice managers are doing to improve their online reputation. In Q2, The RM team will shift its focus to reputation management training. This training course will offer practices tips and resources to improve overall Patient Feedback Scores. For more information, email Elizabeth.Wuellner@hcahealthcare.com.

Reputation Management Tips for the New Year: Ask Patients to Leave Positive Reviews!

By: Grant Peterre

This is the first post in a four-part Reputation Management Tips for the New Year series dedicated to tips that can help you manage / improve your online reputation in the new year. 

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Consumers and prospective patients have a vast expanse of resources available to them when it comes to choosing a physician or practice. By browsing review sites such as Yelp, Google+ and Vitals, patients can draw their own conclusions based on a variety of factors. A common question that we get from practice managers is: How can we increase our positive reviews online?

Tip #1: Ask Patients to Leave Positive Reviews!

We recommend a four-step approach to asking patients to leave online reviews.

Step One: Make sure your patients are happy!

Maintaining a professional and personable atmosphere at all levels of your practice will ensure that patients have plenty of positive experiences to draw from when considering writing an online review.

Step Two: Create a plan.

Assign tasks to your staff members. For example, the front desk receptionist can be assigned the task of handing out promotional materials and monitoring social media pages for online reviews. Upon receiving a compliment, nurses and physicians can remind patients that they can leave reviews online about their experience. Practice managers can monitor their Medical GPS surveys and follow up with patients that have had long relationships with the practice.

Step Three: Tell patients about their options.

Simply providing information about various online review sites will open the possibilities for your patients. Reach out to your Reputation Management Account Manager to order promotional materials that are specifically tailored with your practice’s logo and social media links.

Step Four: Ask!

If you have maintained the first three steps and a patient responds positively when asked about their experience, feel free to ask them if they would consider leaving their thoughts on an online platform as well. Having the promotional materials and handouts will make the process even easier for the patient.

As always, we like to remind everyone to not leave fake reviews in order to boost your ratings. The review sites are able to monitor the source in which reviews come from, and this can lead to consequences such as being banned from the sites or even fined.

Following the process outlined above is an effective way to boost your online reputation!