Healthcare Reputation Management: Improving the Online Image of Your Healthcare Organization

Ashley Worral
By Nikki Angeli MHA, BSN, RN, CPXP, CPHQ
Patient Experience Strategist
November 14th

In today’s digital age, maintaining a strong online reputation has become crucial for businesses across all industries, and healthcare is no exception. The way your healthcare organization is perceived online can greatly impact patient trust, business growth, and overall success, especially considering seven-percent of all Google searches are health related and 77-percent of people use search engines to start their patient journey. In this post, we will delve into the importance of online reputation in the healthcare industry and explore effective strategies to enhance your healthcare business’ image.

Understanding the Importance of Online Reputation in Healthcare

Building Trust and Attracting New Patients

When it comes to healthcare, patient trust is paramount. In this age of information, potential patients often turn to the internet to research healthcare providers, read reviews, and make informed decisions regarding their health. Studies show that 83-percent of patients use search engines to find a healthcare provider. This is where online reputation plays a vital role. A positive online reputation not only instills confidence in patients but also helps attract new patients, differentiate your business from competitors, and foster growth.

Free eBook – Engaging Your Patients: Pre, During, and Post Encounter

When patients are seeking healthcare services, they want reassurance that they will be in capable hands. Positive online reviews, testimonials, and ratings from other patients can significantly influence the decision-making process. By proactively managing your online reputation, you can build trust and credibility with potential patients, increasing the likelihood of them choosing your business over others. Imagine a scenario where a patient is searching for a new primary care physician. They come across your healthcare practice’s website and are impressed by the comprehensive information provided. However, they are still unsure about whether to schedule an appointment. In their quest for more information, they turn to online review platforms to see what other patients have to say about your practice. They come across a multitude of positive reviews, highlighting the expertise and compassionate care provided by your team. These reviews serve as a powerful endorsement, assuring the patient that they will receive quality healthcare services if they choose your practice. Furthermore, online reputation goes beyond just reviews. It includes how your healthcare practice engages with patients on social media, responds to inquiries and concerns, and provides valuable educational content. By actively participating in online conversations and demonstrating your commitment to patient satisfaction, you can further enhance patient trust and build a loyal patient base.

How Online Reputation Affects Business Growth

Your healthcare business’ online reputation can directly impact its growth and success. A strong, positive online presence can attract more patients and generate referrals, leading to increased revenue. Conversely, negative reviews and a poor online reputation can drive potential patients away, hinder growth, and even result in financial loss. It is crucial to actively monitor and manage your online reputation to ensure sustainable business growth. Recent studies show 92-percent of consumers are less likely to use a service with negative reviews, but nearly half (43%) of patients would go out of their insurance network for a provider with positive reviews.

A positive online reputation can lead to increased referrals. Satisfied patients are more likely to recommend your practice to their friends, family, and colleagues. Word-of-mouth marketing is a powerful tool in the healthcare industry, and a strong online reputation can amplify its effects. As more patients choose your practice based on positive reviews and recommendations, your business will experience organic growth and success.

A few years back the fifth most significant parameter determining an organization’s search engine rank was online reviews and the impact of Google reviews on SEO has increased by over 20% year-over-year. This means businesses consistently receiving a large volume of high star ratings and reviews will get more consideration from Google. A rating of 4.5 and above indicates the trust of customers and Google recognizes that.

Key Strategies and Tools for Improving Your Healthcare Business’ Online Reputation

Now that we understand the importance of online reputation in healthcare, let’s explore some key strategies that can help improve your healthcare business’ image and set it apart from competitors.

Enhance Patient Experience to Boost Online Reputation

The patient experience is a cornerstone of a positive online reputation. Striving for exceptional patient care, personalized attention, and effective communication can significantly impact patient satisfaction. Delighting patients with exceptional experiences will likely lead to positive reviews, word-of-mouth recommendations, and an improved online reputation.

Implement a Proactive Approach to Online Reviews

Online reviews carry significant weight in the decision-making process of patients. Make it easy for your happiest patients to share their experiences. After a survey Feedtrail can automatically redirect your promoters to leave a review on your preferred review site. After increasing your glowing reviews on one website, such as Google, you can update the redirect to another site, such as Yelp, to ensure your reputation is impeccable across sites.

Actively Monitor and Respond to Your Reviews

It is important to note that managing your online reputation is an ongoing process. Regularly monitoring review platforms, engaging with patients on social media, and addressing any negative feedback promptly and professionally are essential steps in maintaining a positive online reputation. By doing so, you can not only attract new patients but also retain existing ones, fostering long-term growth and success for your healthcare business. Feedtrail automatically pulls in your reviews so you can monitor, respond, and track reviews in real-time from within the XM Platform.

Free eBook – Engaging Your Patients: Pre, During, and Post Encounter

Healthcare Organizations Building Their Online Reputation

While online reputation management is widely recognized as essential in other industries, the healthcare sector has been relatively slower in adopting effective strategies. However, with the increasing significance of online reviews and patient experiences, healthcare businesses are now realizing the need to prioritize online reputation management. Feedtrail has partnered with numerous healthcare organizations that have successfully managed their online reputation. These success stories serve as inspiration and provide valuable insights for other healthcare providers looking to enhance their online presence.

A community health center working with Feedtrail started redirecting their promoters to leave a Google review after submitting net promoter score (NPS) feedback and in just one month increased their Google score from 4.2 to 4.5 and project they’ll receive 1,500 reviews for the year, versus their average 250. This automation has significantly improved their online presence, positively impacting their brand and search engine performance.

A large physician group was averaging under four reviews each month when using a traditional CAHPS vendor, but with Feedtrail they started to average 82 monthly Google reviews within just five months. They also quickly respond to comments from within the XM platform and the active engagement helps them build further trust with patients.

With Feedtrail, Raleigh Orthopaedic increased their Facebook review score by 200% in just six weeks. As Michael Emig, Director of Marketing at Raleigh Orthopaedic shared, “Feedtrail helped us significantly increase our online reputation across several different platforms, including Google and Facebook. Our patients already knew of the best-in-class care we provide and now the public does as well. Feedtrail has already helped drive even more business through our doors.”

These case studies highlight the importance of actively managing online reputation and the potential positive outcomes that can be achieved. With the right digital tools healthcare providers can navigate the complexities of online reputation management and implement effective strategies to enhance their online presence and build patient trust.

In conclusion, online reputation management is a vital aspect of running a successful healthcare business in today’s digital landscape. By understanding the importance of your online reputation, leveraging digital tools like Feedtrail, and measuring the impact of your efforts, your healthcare business can improve its online image, build patient trust, and drive growth. With a solid online reputation, you can establish a competitive edge, attract new patients, and cultivate lasting relationships with your existing patients. Meet with us and take the essential steps to boost your healthcare business’ online reputation and enhance your overall success.

Ebook – Engaging Your Patients: Pre, During, and Post Encounter


About Nikki Angeli MHA, BSN, RN, CPHQ, CPXP, Patient Experience Strategist: Nikki is a seasoned ICU nurse turned dynamic healthcare consultant, with over a decade of diverse experience across various patient care settings, fostering a profound understanding of healthcare intricacies. Holding national certifications in Patient Experience and Healthcare Quality, their commitment remains steadfast in upholding the highest standards of care. As a dedicated lifelong learner, her passion for continuous improvement and innovative approaches aligns seamlessly with a focus on streamlining healthcare processes for optimal efficiency. Bridging the realms of expertise and innovation, her mission is to contribute significantly to the healthcare landscape, ensuring unparalleled patient care.