Stay On Top of What People Are Saying About You Online
For better or worse, in 2019, most organizations find that their online reviews have a profound influence on patient choice of a physician. In practical terms, this means you need to stay on top of exactly what people are saying online about your providers and facilities. This will allow you to respond to their compliments and criticisms effectively.
This advice comes from Chris Boyer, director of digital marketing strategy and analytics at University of Minnesota Health/Fairview Health Services in Minneapolis, Minnesota (recently renamed M Health Fairview), and Aaron Clifford, senior vice president of marketing at Binary Fountain, an online reputation management platform.
Boyer points out that in this age of consumerism, marketing efforts need to be framed around the patient journey. To do this, he stresses that the consumer must be at the center of digital planning efforts. This takes a shift in thinking, moving out of the organization-centric mindset to think like a patient and focus on the things patients care about.
To help M Health Fairview see its digital efforts through the eyes of consumers, Boyer and his team mapped the organization’s digital channels to every stage of the patient journey, starting from the awareness phase all the way through to the loyalty stage. By aligning the tools and tactics to these consumer stages, the team can develop strategies to address these “micro-moments.”
Read the full article now and learn more: Putting Your Customers at the Center of Your Brand Proposition Leads to a Happy Union
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