In today’s digital age, online reputation management is a key element of a comprehensive social media strategy for healthcare brands. Reading reviews is an important part of the purchase decision-making process for 93% of people – a trend that’s expected to rise. What’s more, 50% of people trust online reviews as much as a personal recommendation. Whether your focus is B2B or B2C, keeping your finger on the pulse of your brand’s reputation online is critical to support the success of your overall marketing strategy. But with so many platforms for businesses to monitor and a seemingly endless stream of content being added every day, it can be overwhelming to get started. That’s why we compiled some of our best tips and tricks to help your brand incorporate reputation management into your social media strategy for healthcare.
What is reputation management?
Reputation management is the strategic approach to monitoring and managing perceptions of an organization or brand. Initially, it was a focus area for public relations purposes. Then, it evolved and expanded into the realm of social media, online, search engine results and more. The goal for any company or brand is to create a positive public image, mitigate negative impressions and build trust with your audience. So, today, this means keeping an active handle on mentions, reviews, and social media interactions, as well as addressing positive and negative customer feedback across online channels. A well-managed reputation doesn’t just help healthcare companies attract and retain customers. It also supports a narrative of quality and reliability.
The value of reputation management in healthcare
Reputation management is crucial for businesses in any industry. And it’s particularly important in sectors like healthcare where trust and credibility are foundational to customer decision-making. A strong reputation can open up opportunities and competitive advantage in the marketplace. On the other hand, a poorly managed reputation might result in diminished trust and long-term damage to your brand.
A solid strategy isn’t just about damage control. Marketers must actively shape the brand story. Reputation management has two main objectives: to mitigate the effects of negative feedback and amplify positive experiences. This approach helps shape a positive brand image and support your broader business goals.
Tips and tricks for reputation management
To add reputation management into your social media strategy for healthcare, follow a plan that sets your brand up for success. Here are some tips and best practices to consider.
- Utilize social listening tools. Social listening tools collect and analyze data across social media channels and the web to help you understand brand experience and perception. These web-based marketing platforms can also keep tabs on competitors, keywords, sentiment, and more.
- Manage your inbox. Establish a daily routine to check and respond to direct messages and other inbound requests. A neglected social media inbox is a source of frustration for customers.
- Create a response playbook. Develop a set of approved responses to common complaints and questions, including which kinds of feedback require escalation. This creates consistent, efficient communication.
- Map out feedback resolution pathways. Not all feedback can be addressed the same. Set clear pathways for resolving different types of issues, including who to loop in along the way, to ensure that each is dealt with appropriately.
Reputation management is an essential element of a robust social media strategy for healthcare businesses. Today, the digital space is so large and ever-expanding. So, it can be a big lift for brands to implement on their own.
Partnering with experts who understand the nuances of healthcare PR and marketing will give you an advantage. An experienced agency like Activate Health offers the tools, strategies, and insights needed to navigate the digital landscape effectively. If you’re ready to get started on your brand’s reputation management strategy, contact us and learn how our expertise can drive success for your team.