The hospital’s success is directly affected by its online reputation. The latest research on how the digital landscape plays a role in hospital selection has caused hospitals to begin viewing a positive reputation not only as an asset but a strategic priority. Your hospital’s online presence is not only critical in attracting and keeping patients, but also in increasing revenue. Here is some advice on Reputation Management for hospitals. Read on to learn how your institution can build a positive online reputation.
Awards, accreditations, and word of mouth are some of the traditional channels through which hospitals have built and maintained their reputations. But, in the digital age, an increasing number of people are turning to online sources when making decisions about which hospitals to visit.
In a recent study, Google teamed up with Compete, Inc. and over 500 hospital researchers to research what influences hospital selection, and what role online presence plays in the journey. Here is what they found:
– 84% of patients use both online and offline sources for hospital research.
– Search drives nearly 3x as many visitors to hospital sites compared to non-search visitors.
– Patients primarily search on symptoms and condition terms towards the moment of conversion.
– 44% of patients who research hospitals on a mobile device scheduled an appointment.
– 53% of patients who did not watch a hospital video were unaware they existed.
It is clear that having a positive online presence can directly increase revenue in hospitals. There are a few tips for hospitals that can help to improve their reputation.
One step in managing a hospital’s reputation is to assess how the community currently perceives the business. A hospital can survey patients and even physicians to determine how well your institution is perceived. After an assessment, the next priority is to begin building meaningful and honest relationships that authentically create positive online content.
Take every opportunity to tell your hospital’s story in a favorable light. You should share on-brand, positive news for prospective patients to read when researching your hospital online. Fill the first two pages of Google searches with information your organization is proud to share.
It takes only a few seconds to destroy a reputation that may have taken years to build. When negative press occurs, transparent and timely communication about the case and the actions taken to prevent a recurrence are vital to showing your dedication to your patients and the community at large.
If your hospital’s reputation is at risk, or you are looking to significantly increase patient intake, you may benefit from reputation management. A firm offering professional reputation management services can assist you in restoring the good name of your hospital and creating an online presence that drives revenue.