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.

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.

An Introduction to Reputation Management

By: Keiana Hastings

Over the past several years, our practices and hospitals have worked diligently to create and maintain an online presence through sites like Google My Business, Yelp, Vitals, Healthgrades, Angie’s List, Facebook and more. Having a presence online allows for effective two-way communication between patients and our facilities. In fact, many patients are using these review sites! Just look at these staggering stats:

Review Site Stats

Source: 2013 Local Consumer Review Survey; Pew Research Center
How Your Patients Are Using Online Reviews Industry View; 2013 Software Advice

Having these profiles created a need for reputation management.

What is Reputation Management?

Reputation management (RM) is the practice of identifying and addressing what customers (patients) are saying about your facility online. Tracking these online comments and reviews allows us to better serve our patients by hearing their concerns, improving internal operations and addressing any issues that arise.

Over the past couple of years, we have created a designated Reputation Management team that helps hospitals and practices manage the feedback from patients on their online profiles.

How does HCA’s Reputation Management Team help my facility?

The Reputation Management Team helps hospitals and practices monitor and manage the comments and reviews that are left online by current and prospective patients. In order to assist with the tracking of these comments, the Reputation Management Team recently introduced a reputation management software that helps practice managers and hospital marketing directors keep a close eye on what is being said online about their facility. The program monitors online reviews sites and sends notifications when a new review has been posted. As of September 30, three divisions have been fully implemented. The rest will be implemented over the course of the next six months.

Who is on the Reputation Management Team?

In addition to managing the reputation management software used in your division, our RM Team is available to you any time you need assistance responding to reviews and keeping online conversations constructive.

Elizabeth Wuellner, the reputation management team lead, works closely with team members Grant Peterre, Keiana Hastings, Morrow Heard and Hannah Brown to serve as account managers, manage your online listings and supply you with promotional materials for gaining reviews.

If you have any questions about reputation management, the software roll-out, specific review sites or more, don’t hesitate to reach out to this team.

One Local Nashvillian’s Online Journey from Prospective Patient to Practice Advocate

Have you ever wondered how patients are learning about your practice? Word-of-mouth referrals have always been the most effective form of healthcare marketing, but as of late, these referrals have transitioned from face-to-face conversations to online recommendations.

Below, read one Nashville local’s journey from prospective patient to practice advocate and see how having a unified, user-friendly web presence worked in favor of one Nashville primary care practice.

Facebook Referals Sterling Primary Care facebook referrals Google Search Sterling Primary Care Nashville

Google Search for Sterling Primary

Google Business Sterling Primary Care

Sterling Primary Care Google Business

Sterling Primary Care ReviewsSterling Primary Care HUTSterling Healthcare Unified Template

David leaves a review Leave a Review for Sterling

A strong web presence and unified, intuitive user experience are crucial to acquiring new patients. Take a page from Sterling Primary Care’s book—ensure your online profiles and website are updated so prospective patients can easily find the information they are searching for, whether that is the correct address, online reviews from other patients, or information on how to book an appointment. Ultimately, as David’s story demonstrates, one delighted patient can lead to many more.

Reputation Management Interview with Westside Primary Care

As we round out the fifth week of our third round of Reputation Management, Westside Primary Care continues to go above and beyond to give loyal patients the opportunity to become loyal advocates for their practice by sharing their experiences online. Practice Manager Lisa Gordon-Brice has led her team to success, gaining 12 new positive reviews over the course of four weeks, exceeding the review goal of eight set forth by the program. In this interview, Lisa shares how her team has been able to reach and surpass crucial milestones throughout the program.

Reputation Management Blog

Q. Which part of the course have you enjoyed the most?

A. I really enjoy the calls and hearing everyone talking about their success. The program has also built camaraderie between staff, supervisors and doctors. It’s best to keep everyone involved and encourage them to do their best.

Q. What challenges have you faced since starting the program and how have you overcome them?

A. I see the challenges as minimal, however the biggest challenge has been time management. We see 60 patients per day and are working on opening a surgical practice. Sometimes, I have to have my supervisor listen in on the Reputation Management calls for me. Then, I go back later and catch up when the weekly email for the course is sent out.

Q. What have been the most effective techniques for earning such positive reviews?

A. It’s not just the staff asking for reviews of our practice, it’s the doctors asking too. Also, our front office staff asks patients for email addresses in order to send links to review sites.  You have to get everyone involved in your office. That’s the best way to get more reviews. Also, we specifically ask patients with Gmail addresses for Google reviews. The biggest challenge is getting them to remember to leave a review, but sending  them an email with a link to the site helps. You’ll still have some patients that won’t do it, but others will.

Lisa’s experiences show the importance of team involvement and thinking outside of the box when it comes to reaching and engaging your practices’ patients.  Creating loyal advocates and maintaining relationships and ongoing conversations with these patients is a crucial step in boosting patient satisfaction and practice volume. This will benefit your practice long after our 12-week course.

For more information on our Reputation Management program, please contact elizabeth.wuellner@hcahealthcare.com.

Reputation Management Q&A With Jordan Family Health

Lars Kjerengtroen of Stratham Family Health, a recent participant of the PMP: Reputation Management course, shares his experience and advice for generating online reviews and participating in Promote My Practice’s newest course.

First, can you tell us a little about your practice?

It’s a 10-provider family practice with a multi-specialty clinic attached (OB/GYN, Cardiology, ENT, Ortho, and Diabetic Educators). The primary care practice sees about 120-160 patients a day. The demographic is everything from newborns to retirement aged adults.

What was your practice’s online reputation like before the program? Physicians’ reputations?

There was hardly anything online. There were a couple reviews on Vitals and one on Yelp, I believe, but nothing substantial.

Which method of asking for reviews did you find most successful at your practice?

Asking directly/specifically to long standing patients and friends/family of our employees and providers. We obviously didn’t have any employees leave their own reviews, but we have a pretty large and long time staff who have a lot of family members and friends who have been seen here. Also, we set up a desktop computer in the waiting room where we ask if they (patients) would mind leaving us a quick review.

What was the most challenging part of the course and how did you overcome that obstacle?

To have everyone remember to ask for reviews. It is a new process sometimes easy to be forgotten among all the other “to dos.”  We made it a consistent part of each of our weekly “huddles” (our 15 minute brief weekly staff meetings) and part of our monthly staff meetings.

Want to learn more? Contact our Social Media team to get more information on our PMP: Reputation Management course.

Reputation Management Q&A with Stratham Family Health

Eric Abodeely, the practice manager at Stratham Family Health and a recent graduate of the Reputation Management course, shares his experience and advice for generating online reviews and participating in Promote My Practice’s newest course.

If another practice manager was debating whether or not to participate in Reputation Management, what would you say?
Do it. Don’t even think twice about it. You only have to give a little bit of your time to build a lot of positive online reputation for your practice. It’s worth it!

What surprised you most about the reviews your practice and physicians received before the course began?
We had a few negative reviews that I felt were not indicative of the service and healthcare that our practice provides. I was also disappointed with the lack of overall reviews. Many of the websites we targeted during the course had zero reviews.

Did you have any concerns at the beginning of the Reputation Management course?
As a practice manager of two different facilities, time is always in short supply. I was worried that the time commitment would be too great. After getting into a rhythm, the workload and time commitment were not an issue and were certainly well worth it, given the amount of positive reviews that we were able to generate.

How did your perspective of the course change after graduating?
I certainly came to realize the value of this course when I saw how many patients were eager to take a little bit of time out of their day to leave us some great reviews. As a person who uses the internet to research anything I’m going to spend my time or money on, I know that these reviews will prove invaluable for generating practice growth.

What part of the course did you enjoy the most?
The best part of the course was taking the positive reviews and showing them to the staff. It’s always nice to hear directly from our patients when they are happy, and it fueled the staff to work even harder to encourage patients to leave reviews.

How did you get patients to leave so many reviews?
We leveraged our patients who clearly had a positive experience and explained how easy it would be for them to leave online reviews. Asking our patients for their buy-in to help us out was easy because we are a small practice with a loyal patient population, and we already had built a good rapport with them.