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

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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

ed@ebmail.org umm.edu / ebennett.orgTwitter: @edbennett

www.ummsfoundation.org/dozer