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Julie Gough-Nelson shares the three important things worth remembering in an era of online reviews for best-practice management.
Myriad companies have attempted to win your business, but choosing what is best for the business can be difficult. Julie Gough-Nelson shares three key factors when considering reputation/review management of your company.
Editor’s Note: Welcome to “Eye Catching: Let's Chat,” a blog series featuring contributions from members of the ophthalmic community. These blogs are an opportunity for ophthalmic bloggers to engage with readers with about a topic that is top of mind, whether it is practice management, experiences with patients, the industry, medicine in general, or healthcare reform. The series continues with this blog by Julie Gough-Nelson, marketing director, Shepherd Eye Center, North Las Vegas. The views expressed in these blogs are those of their respective contributors and do not represent the views of Ophthalmology Times or UBM Medica.
When my health communication career began in a small town in Wyoming in 2003, the idea of reputation management consisted of merely reading the daily newspaper and noting the letters to the editor –even then, word of mouth played a large part in a consumer’s choice of physician.
Now, research shows that 91% of people regularly or occasionally read online reviews, and 84% trust online reviews as much as a personal recommendation. While it may be impossible to patrol every outlet for patient comments, consumers’ trust of online reviews makes it essential to monitor the company’s reputation, while at the same time be proactive in the acquisition of positive reviews.
Certainly, in marketing, myriad companies have attempted to win your business, but choosing what is best for the business can be difficult. Here are three key factors when considering reputation/review management of your company.
People who rate the business less than an 8 are given space to share their experience, as well as asked whether they’d like to be contacted by the business. The hope is that, in allowing these patients to share their frustrations, it will also prevent them from speaking out negatively in an online public setting
While managing the practice’s reputation may seem a daunting task, it is my hope these three tips are a refresher. Find a company committed to obtaining new, positive reviews while preventing bad reviews. A business’ online reputation can’t be left to chance. The “set it and forget it” motto is definitely not a wise way to approach reputation management in the quest for a favorable online reputation.