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Taking control of your online reputation(and other topics)
Ed BennettDirector, Web and Communications
University of Maryland Medical System
Reputation ManagementTopics
• Understanding the context• Tools and Tactics• Getting prepared • Case study• The Game Changer
3
If It Was Only This Easy
Q. What’s your Online Reputation?
A. It’s the first page of Google resultsQ. What’s your Online Reputation?
Q. Whats the Context?
A. It Depends• First impressions on Google• Accurate Information• Doctor or Organization?• Facebook Comments and Niche Communities • Crisis Communications
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)
Q. Who Owns The Problem
Organization vs. IndividualsDoctors own their nameMarComm owns your organizations rep
Doctors - The New Reality
• It’s your reputation, it’s your responsibility• You can’t play “Ostrich”• Or worse, overreact (suing Yelp reviewers)
Who controls your name on Google?
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
HowardLuksMD.com
Hospital Reputation Management
• Monitor• Prepare• Respond (or not)• Initiate
Monitoring - Quick and Cheap
• Radian6• 150 search
terms• Hourly
emails
Prep Work for RM
• Facility information• Search terms• Competitor list• Thresholds and False Negatives
RM Vendors • Dozens of Vendors• No magic Quadrant
On your short list:
RM Vendor Criteria
• Clear, actionable reports• Industry knowledge• Process to solicit feedback• Match to your resource level
The Game Changer
Physician Ratings and Patient Comments on your
Hospital Web Site
Other Topics
• Cross – channel content reuse• Creating a Web Strategy• Patient / Community support groups
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
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
• 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:
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
Patient Communities on Facebook:
Patient Communities on Facebook:
Questions?
Ed Bennett
Director, Web & Communications TechnologyUniversity of Maryland Medical System
[email protected] umm.edu / ebennett.orgTwitter: @edbennett
www.ummsfoundation.org/dozer