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.
    zendesk1
  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.

 

Beating the Yelp Review Filter

By: Hannah Brown

yelp review filter

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?

4 Tips to Enhance Your Yelp for Business Owners Page

By: Jael Teme

Note: If you are a hospital, contact our team to update your information in Yelp. 

With a monthly average of 89 million unique visitors, Yelp is one of the most popular online review sites.

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Here are four ways you can enhance your practice’s Yelp page:

  1. Optimize your profile. Ensure your listing is helpful to prospective patients seeking more information about your practice by keeping all of your information, including your hours of operation, website, address and phone number, up to date. The “Business information” section is also a great place for business owners to share information about the business with users.
  1. Respond to reviews. Engaging with patients online shows that your practice is listening to feedback and willing to make improvements. When it is appropriate to address a patient’s concerns, you have the option to either respond publicly or privately. All responses should be HIPAA-compliant and follow the best practices set forth by the Corporate Affairs Reputation Management Team. If you are unsure if you should respond to a review, contact your reputation management account manager.To respond to a review with a public comment, you can click on the “Add Public Comment” button located below the review or you can click “Send Private Message.”

public comment

  1. Upload photos and video. Many patients find comfort in knowing what to expect when they visit your office for the first time. Adding photos to your page is a great way to achieve this.  A photo of your office building not only makes your listing more visually interesting, but can also help new patients find your location for the first time.

photos and videos

  1. Ask patients for reviews. The best way to improve your online reputation is simply by asking patients to leave reviews. According to a survey by BrightLocal, 88% of consumers trust online reviews as much as personal recommendations. When a patient writes a review, they are helping potential patients with their research. For more information regarding promotional material and best practices for acquiring reviews, contact your division’s reputation management account manager.

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!

5 Reasons to Download the Yelp for Business Owners App

By: Kelly Bodell

In today’s world, mobile ease and accessibility run the show. You can order pizza by simply tweeting an emoji, you can store boarding passes on your phone and now Yelp is making it easier for business owners to access their profile information and data on their mobile devices.

The Yelp for Business Owners app is a great tool for practice managers and administrators, and here are five reasons why:

  1. Summarized Page Statistics: The app provides 30 days of user views and customer lead analytics that pulls from website and app traffic. This information will help you determine which days your page is accessed the most. For example, you may see an increase in views and leads on Tuesdays, which in turn would be good days to amp up your SEM campaign or to post on your Facebook account.

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Click anywhere in the User Views or Customer Leads box on the Activity page to view your page’s 30-day stats.

  1. Easy Access to the Activity Feed: In the Activity Feed, you can get an overview of the activity on your Yelp account to see if and when users are clicking through to your website, looking for directions or searching for a phone number. This section will tell you where users are interacting with your business page, helping you better understand the information patients are looking for the most.

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The Activity Feed is at the bottom of the Activity page. Scroll down to the bottom of the page to see the full feed, and click More Events when you want to delve even further into page interactions.

  1. Quickly Respond to Messages and Reviews: Regardless of whether you enable push notifications, the app makes it easier than ever to respond to reviews and reply to messages. This helps the user respond in a timely manner, without letting questions and comments slip through the cracks.

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To read your messages, you can either click on the Messages link on the Activity page, or you can click on the app menu (the three stacked lines in the top left) and navigate to Messages from there.Reason4_2

In order to respond to a message, click anywhere in the user’s message box and it will take you to a page with the single review and a response text box at the bottom. Simply type your reply in the response box and click Send.

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To navigate to your reviews, you can either go through the Reviews link on the Activity page, or you can click the app menu (the three stacked lines in the top left) and click on the Reviews link.

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Scroll up and down to read through the reviews, and if you need to respond to a review, click anywhere in the user’s review box. Type the response and remember to turn your reply either on or off depending upon if you want your reply to be public. If your reply is public, other Yelp users can see it. If it is private, only the reviewer you are responding to can see it.

  1. To Upload Photos: The app makes it easier to upload photos to your clinic page directly from your phone. This is helpful if you need to populate your page with images and when you need to add an image while on the go.

To access and add photos, click on the app menu (the three stacked lines in the top left) and click Photos to navigate to the page. The photos page should house all the photos you have uploaded to your Yelp for Business Owners account. To upload additional photos, click on Add Photo or the plus sign icon in the top right corner. The app will ask you for access to your photos and camera, so be sure to click OK when it asks for access.

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  1. Text Alerts: You can turn on text alerts, also called push notifications, to instantly be notified if your clinic’s business page receives any messages or reviews. These alerts help you stay on top of any questions current and potential patients may have. These allow you to also monitor reviews easily, which is especially helpful if the review is negative and needs to be addressed quickly.

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To sign up for push notifications, click the app menu (the three stacked lines in the top left), click on Preferences and then click the Enable notifications button.

To download the app and learn more, visit biz.yelp.com/support/mobile.

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.

Why Yelp Matters

By: Hannah Brown

why yelp matters

Businesses and business owners can greatly benefit when their location is claimed on Yelp. In April 2010, Social Media Today reported Yelp to be the leading consumer review site for live business fronts. Since 2010, according to a recent ReachLocal webinar, Yelp’s traffic and reviews have grown significantly to 79 million monthly visitors via desktop, 83 million monthly visitors via mobile and 83 million total reviews since inception (October 2004). Additionally, Yelp is now receiving high priority from Google, making their listings one of the first results users will see when searching for a storefront. Take a look at ReachLocal’s numbers and statistics about Yelp to find out what they mean for you and your business:

  • Fifty percent of content contributed to Yelp comes from a mobile device. Yelp is mobile friendly, so users can easily leave reviews from their smartphones. Because users can instantly leave a review from their phones after an experience with a business, it is important to always provide good service from start to finish. If customers leave happy, they will be more inclined to leave a positive review after their appointment.
  • Yelp users are affluent, educated adults. Fifty-nine percent of Yelp users are age 35 or older, 78% have a college degree and 66% earn over sixty thousand dollars annually. Make sure you understand your audience on every review site. Affluent and well-educated adults will expect a high level of service, and will know when it’s not. Their reviews will be especially meaningful and address actual situations they face at your business.
  • Eighty-two percent of users visit Yelp because they intend to buy a product or service. Plus, eighty-nine percent of those users will make a purchase within a week. Users come to Yelp with a purpose: to find a product or service that they will ultimately purchase. Performing a monthly check to make sure your business listing’s information is complete and correct will help to ensure purchasing success for your business.
  • Nearly 80% of Yelp reviews are 3-stars or higher. This statistic shows that users are more inclined to leave positive reviews than negative ones. With negative reviews taking up less than 13% of all reviews on Yelp, encouraging positive reviews from your clients and providing quality service and care will help keep you and your business in the 3-stars or higher range.
  • Yelpers who mention “good customer service” are 5 times more likely to write a 5 star review than a 1 star review. The importance of this statistic is clear: Providing good customer service to your users will most likely help to significantly raise your star ratings on Yelp.

Yelp has been rated as the number one website consumers will go to read about a business and leave a review. Ensure the success of your business by paying attention to the demographics of your users, providing quality service and care and encouraging customers to leave a review on Yelp.