Taking control of your reputation
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Transcript of Taking control of your reputation
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Taking control of your online reputation(and other topics)
Ed BennettDirector, Web and Communications
University of Maryland Medical System
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Reputation ManagementTopics
• Understanding the context• Tools and Tactics• Getting prepared • Case study• The Game Changer
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3
If It Was Only This Easy
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Q. What’s your Online Reputation?
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A. It’s the first page of Google resultsQ. What’s your Online Reputation?
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Q. Whats the Context?
A. It Depends• First impressions on Google• Accurate Information• Doctor or Organization?• Facebook Comments and Niche Communities • Crisis Communications
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Q. What makes your reputation?
A. Different elements that are absorbed in a glance:
1. Star ratings 2. Google Editorial Content (or lack of...)3. What's in the search clippings4. Diversity of results5. Accurate information (phone numbers, locations)
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Q. Who Owns The Problem
Organization vs. IndividualsDoctors own their nameMarComm owns your organizations rep
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Doctors - The New Reality
• It’s your reputation, it’s your responsibility• You can’t play “Ostrich”• Or worse, overreact (suing Yelp reviewers)
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Who controls your name on Google?
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Doctors - Taking Control
• Purchase your own Domain / Set up a simple one-page site
• Claim your third-party listings – Healthgrades, Vitals, NPI / Data
• Start blogging, tweeting and educating
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HowardLuksMD.com
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Hospital Reputation Management
• Monitor• Prepare• Respond (or not)• Initiate
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Monitoring - Quick and Cheap
• Radian6• 150 search
terms• Hourly
emails
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Prep Work for RM
• Facility information• Search terms• Competitor list• Thresholds and False Negatives
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RM Vendors • Dozens of Vendors• No magic Quadrant
On your short list:
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RM Vendor Criteria
• Clear, actionable reports• Industry knowledge• Process to solicit feedback• Match to your resource level
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The Game Changer
Physician Ratings and Patient Comments on your
Hospital Web Site
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Other Topics
• Cross – channel content reuse• Creating a Web Strategy• Patient / Community support groups
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Cross Channel Content Reuse
• Get a good CMS / IA consult• Think content reuse before creation• Interview Docs once – record A/V, transcribe
as article, FAQ, Physician profile, etc.• Start with a select group of channels
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Building a Web Strategy
• Align with your business goals• Bring in a consultant• Look outside our industry• Look outside the marketing silo• Aim for a 3-year plan and prioritize
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• Outgrowth of traditional IRL groups• Managed by the same clinical group leader• Used secret Facebook groups• Posts are private to the group
Set up & authorized by the
UMMS Communications Department
Patient Communities on Facebook:
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Case Study: The UMMC Liver Transplant Facebook Community
• 136 members• Established March 2011• Hundreds of comments posted• Patients use it for:– News sharing about life events (birthdays, transplant
anniversaries)– Low-level medical questions/concerns– Psychological support
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Patient Communities on Facebook:
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Patient Communities on Facebook:
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Questions?
Ed Bennett
Director, Web & Communications TechnologyUniversity of Maryland Medical System
[email protected] umm.edu / ebennett.orgTwitter: @edbennett
www.ummsfoundation.org/dozer