Monday, August 2, 2010

What is Reputation Management?

Simply put, reputation management is controlling, or affecting in some way, how people perceive you. And it has great importance when it comes to healthcare marketing. If a healthcare provider does not have a solid reputation, it has nothing. There are several facets to a reputation management campaign, but here we'll focus on your online reputation.

Should you be concerned about managing your healthcare organization's reputation online? Google it. When you type in your organization's name and hit the enter key, what do you see? Do you like what you see? Does it add value to your marketing? Do you see information that would compel a patient to choose you?

If you are concerned with managing your healthcare organization's reputation (and if you're responsible for marketing or public relations, you should be!), you can go about it one of two ways:

1. You can hire an expensive outfit to mask troublesome information about you online. This can become addictive. The effect only lasts for as long as you pay for the service and you'll end up paying for services indefinitely. Plus, you may actually earn a reputation for hiding the truth rather than addressing it head on.

2. You can organically grow informative, helpful and positive information about you online so that when people look for you, they'll find content you've placed there. This option builds patient loyalty and trust, yet is far less expensive. And to do it, all you have to do is publish content about yourself online. Use your company website, a blog, news releases, article submissions, social media profiles (Twitter, Facebook fan pages, LinkedIn, etc) and yes, even a profile on There are other tactics to managing your reputation online, and we'll get into that in later posts.... For example, read about how to join in on the conversation people are having about you by responding to reviews online.

Wikipedia definition reputation management tool

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