// By Ken Robbins // Health consumerism continues to revolutionize the health care industry. The days when patients blindly followed their doctors’ recommendations — often without a single question asked — are long gone. Today, physicians and health care organizations face a much more engaged and empowered population. Patients are playing by a different set Read More
// By Wendy Stark Healy // Tysen Kendig, vice president of communications for the University of Connecticut, was recently hiring an assistant vice president for health marketing at UConn Health and noticed a much stronger applicant pool. Unlike past searches, he wasn’t getting a handful of good people mixed with marginally qualified applicants and those Read More
The Strategic Health Care Marketing Editorial Advisory Board is made up of leaders in the health care marketing field who are committed to shaping the future of the industry. They offer ongoing feedback on our editorial coverage, write occasional articles, and point us to developments and people SHCM members like you should know about. I am very pleased to announce that Edward M. Rafalski, Ph.D., MPH, FACHE, and Kathy Selker have joined this elite group.
What can radio deliver for hospital advertisers that other media can’t? It’s more than just another way to reach your target market. Notable Health Care Advertising // By Peter Hochstein // As often as not these days, radio advertising is an afterthought — part of the creative mix that gets done after someone has written Read More
// By Sheryl S. Jackson // Treatment for musculoskeletal conditions in children is a subspecialty within a subspecialty. How do you stand out in a highly competitive field? Los Angeles-based Orthopaedic Institute for Children has achieved success using its Sports Medicine Center and community outreach to extend brand and name recognition. Pediatric hospitals and other Read More
// By Sheryl S. Jackson // “In the occupational medicine business, quality service delivery is the differentiator,” says Terri Hanlon-Bremer, vice president of employer solutions at TriHealth in Cincinnati. “If a company is not happy with your service, they will quickly change to another provider.” TriHealth has found that good old-fashioned face-to-face relationship building is Read More
// By Jane Weber Brubaker // If you’ve ever had a physician demand a billboard that wasn’t in your budget — and who hasn’t? — you can attest to the value of a well-constructed marketing plan. It gives you a blueprint to guide your marketing activities throughout the year, and arms you to defend against Read More
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An Analysis of Consumer Reviews for More than 3,800 Hospitals — and How Online Reputation Drives Revenue
A free white paper, published by Reputation.com
Today’s healthcare consumers find healthcare providers online, and they rely on information in online reviews and social media to inform their decisions. This means that for health systems and providers, maintaining a stellar online reputation is essential.
Systems and providers that neglect their online reputation will struggle to compete with others that proactively manage their reputation and consistently show up higher in search rankings with more positive reviews.
To create the 2019 Healthcare Reputation Report, Reputation.com’s data science team applied artificial intelligence, machine learning, and sentiment analysis to unstructured text in reviews of 4,800 hospitals that report revenue annually to the Centers for Medicare and Medicaid Services (CMS). From that sample, they included 3,824 hospitals with 10 or more online reviews on Google or Facebook between January 1, 2016 and August 31, 2018.
Key findings include:
In addition to these findings, the report uncovers the Reputation Score for the top 100 health systems in our study. It also explores the three best practices that health systems and providers must focus on to improve their online reputation.
What besides advertising could contribute to a children’s hospital brand experience? It could be a friendly bear, a playful dog, a rocky wolf, or a little girl with a perpetually broken leg. // By Peter Hochstein // There’s an enormous bear. And he’s just outside the front door of a children’s hospital. And with his Read More