POSTED ON: Sep 15, 2023
Isaac Smith
Healthcare marketing requires online reputation management in the digital age. Patients often research and evaluate healthcare providers online before making decisions. Therefore, healthcare marketing managers must carefully monitor and manage their online reputation. Healthcare marketing managers should evaluate their efforts using online reputation management metrics and analytics.
Make great new customer reviews. Share and respond to happy customer comments. Strengthen and unify your brand's reputation.
This is online reputation management. Today we'll discuss the most important KPIs for online reputation management program success.
Your healthcare organization needs online reputation management to regularly monitor its online reputation. Since online content is constantly evolving, so must the perception of your brand. You must know what people are saying about you online and how to improve if they think negatively about you as a healthcare business. Your company can avoid losing many new healthcare business leads and sales by monitoring its online reputation. Online reputation management must be part of your digital marketing strategy to protect your brand.
ORM can increase the number of positive testimonials, news articles, and statements about you or your healthcare practices. A comprehensive online management strategy can also suppress negative content about you or your healthcare practices, thereby lowering their search engine rankings.
Healthcare reputation management (ORM) is crucial to patient trust and new business. Marketing managers must track and analyze key metrics to evaluate ORM efforts as patients increasingly research healthcare providers online. These metrics and analytics are essential for healthcare marketing managers to evaluate their online reputation management strategies:
Online reviews are social proof that prospects and potential buyers use to evaluate your products and services. Most consumers want lots of reviews because it makes a company seem trustworthy. Online review quality and quantity are improving, so you're doing well.
While online reviews can attract new patients, they can also help retain existing ones. Carefully respond to both positive and negative reviews to encourage customer interaction. This helps you understand how to improve customer experience.
Other important online reputation metrics include:
You should also read: Should Doctors Buy Google Reviews for Their Practice?
Web traffic is another crucial KPI for online reputation management. In particular, examine these metrics:
These metrics can be easily monitored with Google Analytics.
Start a blog that engages and benefits your audience to increase website traffic. If you solve their problems, they'll keep coming back and sharing your content to expand your reach.
Customer buying decisions can also be influenced by blogs. Statistics show that 47% of consumers read three to five blog posts before buying. This is another great reason to blog.
In addition to online reviews, a good reputation management campaign should build lifelong patient relationships.
Growing your healthcare practices, regardless of idea or niche, requires more than new patients. It's about converting them into brand advocates.
Your audience and community should support you if you're focusing on customer experience and meeting expectations. If your customer base is struggling, measure advocacy and loyalty.
To do this, measure the impact of your brand advocates and identify highly satisfied patients who can spread positive information about your healthcare practices.
Your KPIs for customer conversion and advocacy are:
Google's link-analysis algorithm is PageRank. It quantifies the “relative importance” of your website or webpages.
SEO experts consider it an important metric. If you want to manage your online reputation, use this data too.
PageRank shows how many authority sites linked to your site. The more popular, respected, authoritative, and trustworthy your brand or healthcare practices, the higher its PageRank.
Although you shouldn't use PageRank to measure your online reputation, it's a useful tool to know where you stand. It will give you ideas and ways to improve.
Like PageRank, bookmarks indicate brand trust. After all, internet users bookmark useful websites and pages. Likewise, if they think it has something worth revisiting occasionally.
The bookmark now directs web traffic to your website, according to web analytic tools. As a proxy, increasing direct traffic means more people are visiting your brand.
The same for subscriptions. A bad-reputation brand or healthcare business will rarely have subscribers. If your subscribers are rising, it means people want to be closer to your brand and are excited about your new offers.
Social media is great for online reputation management. Social reach is the number of people who have seen your brand and its relevant content on social media.
Brand social reach reputation metric measures how many patients reach your healthcare practices.
If your reach is high, industry media or influencers with large followings are talking about your healthcare specialties on social media.
The number of people who follow or like your Facebook page can indicate how many are interested in learning more about your brand or healthcare practice. Your Instagram and Twitter followers are similar.
The computational treatment of text sentiment, opinion, and subjectivity is this KPI. To be fair, sentiment analysis will take time to become widely used.
This is because most sentiment analysis technologies struggle with irony, sarcasm, contrastive conjunction, and slang.
Sentiment analysis can improve online reputation management despite its flaws. You only need to forgive and forget, manually removing irrelevant text.
Sentiment analysis can reveal your brand's service and product weaknesses. It can also highlight your brand's strengths and show you what patients value.
This is one of the most popular PR & online reputation management metrics, particularly for an in-depth analysis of your social reputation. Share of voice refers to the number of conversations about your healthcare practice, divided by the number of conversations about the industry you are in.
It is also an indicator of popularity. Share of voice illustrates just how much of a conversation within your niche, service, product, or industry revolves around your brands. In short, it expresses percentages. It depicts the awareness and popularity of a brand in the minds of consumers.
For a detailed social reputation analysis, this is a popular PR & online reputation management metric. Share of voice is the number of healthcare business conversations divided by industry conversations.
It also indicates popularity. Share of voice shows how much your brands dominate your niche, service, product, or industry. Percentages are expressed. It shows consumer awareness and popularity of a brand.
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