GMR Web Team: Urgent Care Reputation Management
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The Crucial Role of Online Reputation in Urgent Care Marketing

Posted By GMR Web Team, Wednesday, June 6, 2018
Updated: Tuesday, July 24, 2018

Your urgent care marketing strategies and Search Engine Optimization (SEO) efforts may have improved your search ranking. However, chances are low that you'll get any new patients if your practice shows up with a poor online reputation on Google. For your urgent care marketing to succeed, you'll need a stellar online reputation, and for that you'll need help from your existing patients.

 

Online Reviews Help in Building Trust

Even after using creative marketing and ad campaigns, you may not be able to attract patients, as your top competitors are also there trying to impress them. Ads and campaigns show your biased information and patients know this. That’s why they trust online recommendations from other patients when choosing any urgent care practice. 68% of people trust a company with positive online reviews.

 

Patient Experience Boosts Your Online Reputation

In the midst of all sorts of marketing materials, it’s the experiential stories that resonate with potential patients the most. A potential patient looking for an urgent care would hardly think of selecting your practice if it doesn’t have a strong external support (in the form of online reviews) from its existing patients. Patients rely on hearing stories from other patients. According to a survey by Software Advice, 72% of patients use online reviews as their first step in finding a doctor.

 

Think of an online review as a recommendation from a neighbor who had a recent experience with your care. A patient residing in your locality faces an immediate need of care and wonders where nearby he/she can find a good urgent care center, so he/she asks your existing (happy) patient who refers him/her to you. It’s important for you to provide them with the best patient experience that is worth sharing about.

 

How to Balance Your Reputation Picture

Patients can sense fake or paid reviews. If your profile is showing only good reviews, some would think this means that either these reviews are fake or paid. No reviews are just as bad as fake or paid reviews. If your practice has no reviews, it would be very difficult for a patient to trust you.

 

The best way to show a more balanced picture of online reputation for your healthcare practice is automating the process of gathering reviews from your patients. Integrating reputation management tools into your patient management system (or your EMR) will let the reviews flow in automatically. Promote the positive ones on your social channels or website and tackle the negative ones and use them to improve your service and patient experience.  

 

Online Reputation Management Is Crucial for Conversions

SEO and marketing strategies may help your urgent care practice rank higher in search results, but will not ensure conversion unless you have an improved online reputation. Search ranking helps you become visible in search results; the next step is how you convince your patients to select you. Being a healthcare practice, you cannot convince them by words, you need proof that comes from your existing patients. That’s where online reputation management becomes crucial in improving your online conversion goal.  

 

We conducted a study that will help you understand how online reputation management helps in conversion. We analyzed data for one of our urgent care clients based in California for the period of Oct - Dec’17 when they were not managing their online reputation. That data was then compared to the period of Jan - Mar’18 when they automated their review management process through our reputation management tool.

 

 

Online reviews for Oct-Dec’17 were 26 while for Jan-Mar’18 they were 42, an increase of 61.65%. This increase in online reviews helped our client in reaching their conversion goal by increasing patient calls, the number of patients visiting the site, and the number of interactions they made on the site, as shown in the graph below:

 

 

Patient Advocacy Is the Next Step!

Once you start getting reviews from your patients, take it to the next level through patient advocacy. It’s an effective way of marketing your urgent care practice. Ask your happy patients to share their feedback on social and review sites and spread the good word about you. This will help in building trust among your patients, dominating search results and outshining your competitors.

Tags:  Urgent Care Marketing  Urgent Care Online Reputation Management 

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