This post has been modified to reflect new information since its original publication.
Hospitals have always valued their public image, but until recently, many did not view it as a strategic priority. However, with the rise of online review sites, changing patient demographics, and evolving insurance rules, hospitals across the country are now realizing the importance of proactively managing their online reputations in today’s healthcare marketplace.
Why should you worry about your hospital’s reputation?
The extent to which patients report positive experiences at a hospital directly affects its bottom line. Insurance payers are increasingly using patient satisfaction ratings to judge a healthcare organization’s quality of care. This is resulting in new kinds of partnerships between hospitals and payers based on patient experience.
In addition, as consumers pay more for healthcare, they are inclined to comparison shop for providers on review sites like Yelp and Healthgrades. This trend is especially true for younger individuals who routinely use online review sites to inform nearly every aspect of their lives. Hospitals and healthcare professionals with better online reputations are more likely to attract more patients.
Conversely, a negative hospital experience can lead to significant financial losses. A patient who has an unsatisfactory hospital stay and never returns can cost that facility around $500,000 over the person’s lifetime. This figure grows exponentially if the individual leaves a negative online review that influences others to avoid the hospital.
Each unhappy patient tends to share their experience with an average of 11 individuals, further damaging the hospital’s reputation. In fact, when patient loyalty declines, a significant portion of a hospital salary is at risk. These factors highlight the importance of hospitals not ignoring online reputation management and the significance of positive feedback.
How can you improve your hospital’s reputation?
Now that you understand the importance of controlling your hospital’s reputation, let’s explore nine key steps to effectively manage it:
1. Find out what people are saying about your hospital
To repair or strengthen your hospital’s reputation, you must have a clear understanding of what stakeholders are saying about it. Survey all those who interact with the hospital, including community members, vendors, physicians, and employees. Additionally, research healthcare provider review sites and social media platforms to gauge public perception and identify common concerns that the hospital should address.
2. Prioritize the patient experience
Focusing on a positive customer experience and excellent care can have numerous benefits. It can lead to better reviews, improved patient outcomes, and better business outcomes. Patient-centered care can result in a stronger healthcare reputation and contribute to increased long-term earnings.
3. Respond to negative reviews
Responding promptly and thoughtfully to negative comments and feedback can reduce the impact of bad reviews. Be courteous in your responses, apologize if necessary, and attempt to resolve any issues. Offering clear and nonjudgmental information can help address misconceptions or negate critics’ arguments.
4. Give your website a checkup
Ensure that your hospital’s website represents it in the best light. Make it accessible, mobile-friendly, easy to navigate, and comprehensive. Include features such as a search tool for insurance acceptance, an up-to-date provider directory, and patient testimonials and reviews.
5. Build a strong social media presence
Utilize social media as an effective method for promoting your brand and engaging with patients and their families. Take advantage of opportunities to connect with the community, highlight special occasions, and reinforce your brand’s values and initiatives.
6. Highlight your staff
Showcase your staff’s experience and friendliness to put potential patients at ease and attract more patients for your staff to care for. Consider creating videos or profiles featuring your healthcare professionals, demonstrating their expertise and professionalism.
7. Share the experiences of former patients
Former patients’ positive experiences hold significant weight when it comes to hospital recommendations. Encourage former patients to share their stories on your website or social media pages, with their permission. These experiences contribute to a positive online reputation.
8. Engage with the online healthcare community
Regularly participate in community discussions on healthcare-related websites to establish your hospital as a thought leader. Focus on solidifying your facility’s reputation as a healthcare authority rather than promoting your services. Engage in meaningful conversations and provide value to the community.
9. Continuously monitor your hospital’s online reputation
Maintaining a positive image requires constant vigilance. Track online reviews, actively post content, and consistently position your hospital in the best possible light. Regularly assessing your hospital’s online reputation will help you make informed decisions to maintain a positive professional image.
FAQs
Q: Is online reputation management essential for hospitals?
A: Yes, online reputation management is crucial for hospitals. The extent to which patients report positive experiences directly impacts a hospital’s bottom line. Moreover, as consumers increasingly rely on online reviews, hospitals with better online reputations are likely to draw more patients.
Q: Can negative reviews affect a hospital’s financial performance?
A: Yes, negative reviews can significantly impact a hospital’s financial performance. A patient who has an unsatisfactory hospital stay and never returns can cost the facility around $500,000 over their lifetime. Negative reviews can further damage a hospital’s reputation, potentially influencing others to avoid the facility.
Q: How should hospitals respond to negative reviews?
A: Hospitals should respond to negative reviews promptly and thoughtfully. Being courteous, apologizing when necessary, and attempting to resolve any issues can help mitigate the impact of bad reviews. Providing additional details, if appropriate and within HIPAA regulations, can address misconceptions or negate the reviewer’s argument.
Conclusion
Managing a hospital’s reputation is essential for success in today’s healthcare marketplace. By prioritizing the patient experience, responding to negative reviews, and actively monitoring online reputation, hospitals can enhance their public image and attract more patients. Building a strong online presence, highlighting staff expertise, and engaging with the online healthcare community further contribute to a positive reputation.