[Guest Post] The Healthcare Success blog is open to guest posts. We welcome high-quality ideas of interest to our readers and contributed articles about healthcare marketing. Adrienne Erin is a freelance writer, designer and a subscriber to the Healthcare Success blog.

Let’s face it. Some patients are more likely to post negative comments in online forums than positive ones. Additionally, negative comments can have more influence than positive comments do. These are some of the reasons that it’s imperative to be proactive about your hospital’s brand reputation management.

Be in Control of Your Brand’s Search Results

Research has it that 25 percent of search results for the world’s biggest brands is user-generated content: online forums, review sites, articles, etc. In fact, 51 percent of millennials say that user-generated content from strangers influences their buying decisions more than recommendations from family and friends.

Most consumer searches for hospitals and healthcare begin with the Internet. Search Engine Optimization (SEO) can influence the content and material that leads the Search Results page over user-generated content. Page Results are critical to hospital reputation and brand recognition.

Use Social Media to Your Advantage – Don’t Let it Overtake Your Reputation

Being a pervasive and engaging presence in social media includes being proactive in online content and conversations. Brand alerts can be set up via Google Alerts, which notifies you when you’ve been mentioned in social media or elsewhere online. These alerts can help to you to respond quickly to conversations involving your brand.

Negative online comments can damage your hospital reputation if left alone, especially when social media is the source of communication. Take proactive countermeasures as well to manage your online reputation. In doing so, you’ll be in a better position to engage your patients, public as well as physicians, medical staff and employees.

Nurture Employee Relationships With Your Brand and Your Consumers

One of the quickest ways to bruise a hospital reputation is when employees object to issues in administration or management. When you consider that the public can be influenced by internal comments and word-of-mouth recommendations it’s of serious concern.

The answer is in a positive organizational culture. Ensure that your brand message resonates with employees, and that they are relaying that message to both consumers and others.

Adrienne Erin is a freelance writer and designer. With a background in art and career development, she closely follows trends in social media, design, and public relations. Follow @adrienneerin on Twitter or visit her blog, Design Roast.

For additional background and Healthcare Success content guidelines for authors and contributors, click through to this page. Submit your article idea, query note or questions via email: editor@healthcaresuccess.com.

Stewart Gandolf

Chief Executive Officer & Creative Director at Healthcare Success

Over the years Stewart has personally marketed and consulted for over 1,457 healthcare clients, ranging from private practices to multi-billion dollar corporations. Additionally, he has marketed a variety of America’s leading companies, including Citicorp, J. Walter Thompson, Grubb & Ellis, Bally Total Fitness, Wells Fargo and Chase Manhattan. Stewart co-founded our company, and today acts as Chief Executive Officer and Creative Director. He is also a frequent author and speaker on the topic of healthcare marketing. His personal accomplishments are supported by a loving wife and two beautiful daughters.

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