Why is online reputation important for healthcare providers?

94% of people looking for a hospital or doctor look at the provider's reputation. If people see negative reviews and articles, they will not trust that provider and will instead choose one with a better reputation.

How do you remove medical search results?

In most cases, aggregator sites will not remove negative content. Instead, you can push negative search results from the first page of Google search results by creating positive content to outrank the negatives.

How can a physician improve their search results?

Start with research. Learn the types of content that an ideal physician's search results page has. Then, try to emulate that by creating your own positive content. Leverage online citations for Wikipedia. Contact charities you've worked with and ask them to link to your own website. Promote positive reviews and mentions.

Blog / Case Studies / Healthcare Reputation Management Case Study

Healthcare Reputation Management Case Study

By Reputation X
July 23, 2022
2 minute read

We reduced the visibility of negative content that was driving patients away. We leveraged Wikipedia, fresh content, search engine marketing, and public relations to dramatically reduce opportunity loss.

Executive Summary

Industry: Medical
Entity: Individual Physician
Challenge: Negative online content due to a dismissed legal case
Strategies Employed: Content Dilution, Suppression, and Protection
Outcome: Improved online reputation and visibility of positive content
Duration: 8 Months (Initial changes observed after 60 days)

Importance of Healthcare Reputation

Relevance: A Google study indicates that 94% of individuals seeking healthcare providers consider the provider’s online reputation.
Research Behavior: 85% of potential patients utilize a combination of online and offline resources to evaluate healthcare providers.

Client Background

The Challenge

Our client, a reputable physician, faced a significant challenge when a dismissed malpractice lawsuit led to negative search engine snippets, impacting her professional reputation.

Our Mandate

Objective: Reputation X was commissioned to enhance the physician’s online presence by mitigating the impact of the negative content.
Approach: Our strategy focused on diluting the negative content’s prominence in search results, as direct removal from the aggregator site and Google was not feasible.

Methodology

Research and Development

Persona Creation: We crafted an “ideal” search result persona based on positive content associated with peer physicians.
Content Strategy:
- Suppression: Targeted the negative content by promoting positive narratives.
- Dilution: Introduced new, authoritative content to overshadow the negatives.
- Protection: Implemented measures to safeguard against future reputation damage.
- Seeding: Generated and distributed content that showcased the client’s expertise.

Leveraging Digital Assets

Wikipedia Presence: Established a Wikipedia page, leveraging newly acquired citations and media coverage to meet notability criteria.
Web Development: Directed authoritative backlinks from national charities to enhance the client’s digital footprint.
Online Promotion: Boosted domain authority of positive review sites through strategic content placement and link building.

Results

Visibility: Visibility of the negative online content went from 90% visibility to <3% visibility within six months.
Control: The client achieved significant control over the narrative and branding on the first page of search results.

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