Brand reputation is a healthcare organization’s overall public opinion and perception. It results from past performance and experiences that patients, employees, and the general public have with the establishment. Developing and maintaining a robust and positive brand reputation is challenging in today’s competitive healthcare market. Here are six ways to build it:
Take Advantage of Patient Testimonials
Patient testimonials are the experiences of one or more patients who have used a healthcare organization’s services. Testimonials are a potent tool for building a healthcare reputation, providing an inside view of how the facility cares for its clients. Ask patients to share their experiences on social media and other platforms to leverage the power of word-of-mouth marketing.
Patient testimonial videos are an effective way to enhance credibility. They offer viewers a more detailed, relatable, engaging, and emotional story. Share the videos through your company website, social media accounts, and emails. You can also use them as part of the print, radio, and television marketing materials.
Invest in Quality Content Marketing
Quality content engages consumers and establishes a health system as an authoritative source in the industry. Create high-quality materials with helpful information, educational content, and data-driven facts. To do this, carefully research the topics you are writing about and use reliable, up-to-date sources. Ensure the material is clear and concise to optimize readers’ understanding and engagement. Keep checking back to make sure it’s up-to-date and relevant.
Engage With Patients and Stakeholders
Engaging with patients and stakeholders through social media and other channels builds relationships, trust, and loyalty. Keep an active presence where your patients are most likely to spend time—Facebook, Twitter, Instagram, and LinkedIn. Respond to comments promptly and answer any questions they may have.
Also, host events like open houses and health fairs to interact and build relationships with local healthcare stakeholders, including medical professionals, government officials, and other partners. When you have a chance to interact with a patient, take the time to listen and understand what they are saying and how they feel. Let them know they’re valued and appreciated.
Develop an Outstanding Customer Service Strategy
Quality customer service entails providing every patient with timely, accurate, and caring service. Meet their expectations regarding wait time, appointment scheduling, communication preferences (phone/email), and other services. Keep up with technological advances to stay ahead of the competition and provide the best service possible. It means offering telehealth services, patient portals, and mobile apps that allow patients to access their medical records quickly.
Encourage Employees To Share Positive Experiences
Your employees are valuable in building a solid brand reputation. Encourage them to share positive experiences they’ve had with patients and colleagues. They can do this through social media, emails, and other channels. These firsthand accounts build credibility and trust in your organization.
Be Transparent and Open
Health systems should practice transparency and openness regarding healthcare services, costs, insurance coverage, and other information. Be proactive about sharing data related to healthcare quality and outcomes. Also, keep patients and stakeholders in the loop about any changes or updates to services and policies.
Keep Refining the Strategy
Building a solid healthcare brand takes time, effort, and dedication. It starts with understanding your goals, target market needs, and competition. Once you have that figured out, create quality content, engage with stakeholders, invest in customer service, and be transparent. Keep measuring and refining your strategies to stay ahead of the competition.