online reputation management- significant of positive review
TRANSCRIPT
ORM & Direct Mailing - by Chiranjeet shah
OBJECTIVESBy the end of this session you will be able to:• Describe what Patient review is
• Significance of Online reputation management (ORM)
• Understand the process view of Review posting
(Flciker/target, 2013
• Illustrate & case study
• Concept of Direct Mailing
• Process of Direct Mailing
• Significance of Direct Mailing
#1- ORM-Patient Review
It’s simply rating the experience of a patient or their family members about our services, in a manner which helps and influences our potential customers in making informed and precise decision.
Why ORM?- 88% Of Consumers Trust Online Reviews
As Much As Personal Recommendations
- For 7 out of 10 consumers, positive reviews inspire trust
- Increase sales
- Builds positive brand image
Source: (http://searchengineland.com/88-consumers-trust-online-reviews-much-personal-recommendations-195803)
Why ORM?- Improve rankings on search
engines
- Build force of loyal brand advocates
- Reviews Breed More Reviews and positive review bring more patience
Platforms for ORM Patient Review-Sovereign Health Group
Review web site name
Rating (out of 5 stars)
No of Reviews
No of Negative Reviews
Yelp 1.5 12 10The Fix 3 Rehabs.com 3.28 8 4Facebook 3.5 84 26Rehabs reviews - 6 4Cite Health 4.36 14 Sober.com 5 1 Trust Pilot 2.85 5 Yellow Pages 5 1
ORM- Work Flow
scanning
- Build the testimonials database - Shortlisted videos for transcript -Email transcript to -update master sheet & calendar
Editing
- Email reviews to Janice for transcript - Send transcript to Rachael for editing under 100 words - Review copy
Posting
- Create Gmail ID by patient name- Signup on scheduled review site- Post review - Prepare reports
ORM: Expected ROI - Positive Brand Image
- Winning trust of potential customers
- Less opportunity loss coz. Of bad reviews
- Increase no of admissions
Case Study: SHG
MTD Admit Incident Summary - March'16
Admit Incidents TC TS ES TSFL Shark Tank Team Foundation Total
Bad Web Review 4 0 0 1 0 0 5
https://www.youtube.com/watch?v=PBEyWWdON24 http://www.yelp.com/biz/sovereign-health-san-clemente-san-clemente
#2- Direct Mailing
#2- DM: Objective
-Brand Awareness
- Brand Recall
- Inform about our services
- Attract customer
- Lead generation
#2- DM: Why direct mailing?
• Cost effective
• It’s Targeted
• High Reach
• Trustworthiness
#2- 1.DM: Process & lead time
SHG would provide artwork and
customer database to agency
Innovative Marketing Agency will print
postcard & Deliver it to USPS (7-10 w
days)
USPS will deliver mailer to addresses
(5-7 W days)
Innovatice Marketing Agency to provide us
report (in week)
#2- 2.DM: Process & lead timeActivity Input Supplier Responsible Accountable
Direct Mailing Database/ mailing list Data team Rahul Chiranjeet shah
Direct Mailing Theme/Content US team Chiranjeet/Ravi Ravi
Direct Mailing Artwork Graphic team Chiranjeet Chiranjeet shah
Direct Mailing Assign tracking no CTM team Dhiresh Chiranjeet shah
Direct Mailing Brief call center about activity so that they can effectively handle calls/ enquiries generated by direct mailing
CC team Ravi/Chiranjeet shah Chiranjeet shah
#2- DM: Expected ROI
- We will generate approx. 200 leads
from direct mailing activity
- Brand awareness
- Brand recall
- Lead potential traffic to website
Q&A!