In other consumer research, Hubspot found that consumers are 71% more likely to make a purchase from a social media referral. The opinions of friends and strangers on social media were the top purchasing influence, followed by the business’s website and price comparison.
Whether it’s a comment on your social media page or a third-party site, there are 3 things you need to do to manage your online reputation effectively:
- Stay aware of online reviews
- Respond to reviews and ratings whenever you can — good and bad
- Encourage clients to post reviews
Once you own your listings, you need to check back for new reviews or ratings regularly. It’s important to know what people think of your billing company. Track what people are saying on a spreadsheet and share the reviews at regular staff meetings so everyone else is aware, too. You can use these meetings to discuss any pending issues or challenges as well as celebrate successes and good work.
How to respond to reviews online
It’s important for you to respond to what people have to say. A simple thank you for a positive review is enough. But if the review is negative, here are some options:
1. It’s a general complaint or constructive criticism about a process or procedure in your company:
- If it is a simple fix, make it and respond to the review by saying something like, “Thanks for letting us know about this problem. We value our clients’ feedback and have addressed the issue in the following ways: [be specific]. We hope you’ll give us another chance to deliver great service.”
- If it is more complex, simply say, “Thank you for letting us know. We are looking at how we can address this issue.” If you can make changes, let them know.
2. Someone is angry because of a legitimately bad experience. Respond quickly, take accountability for what went wrong, apologize, keep the lines of communication open, and offer to talk more about how to fix it and avoid having it happen again.
3. If a review is inaccurate or inflammatory, many sites will allow you to appeal it. If it is found to be inappropriate or unsubstantiated, you can get it removed.
Encourage your clients to post reviews on sites which list only verified reviews — making them more representative and trustworthy than other review sites. More often than not, your clients have good things to say about your billing company and just need a reminder to do so.
Feedback can improve overall ratings. For example, a billing company with 1 negative and 3 positive reviews listed on a business review site will receive a 66% recommendation score, while a billing company with 1 negative and 9 positive reviews will get a 90% recommendation score. That’s a big difference, and it’s just because there are 6 more reviews posted for the second billing company.
Step 5: Implement a seamless digital experience
Finally, it often helps to go the extra mile and provide an end-to-end digital experience. Leveraging automation and machine learning technology, you can further differentiate your billing company through online patient payment options, automated reminders, and other features that reduce costs while providing value.
Why does this matter for online reputation? Because often these features directly impact the end user, the patient. And when patients have a better billing experience, this reflects positively on your clients, which in turn, comes back to you.
More on growing your medical billing company
Using social media for your marketing efforts can benefit your billing company. Social media participation can increase client engagement, drive new clients to your business, and give you exposure as a billing expert to build positive relationships with your clients. Here are some final tips to help you with your online marketing efforts:
Digital assets, like the company website and social channels, work for both legacy and startup billing companies. But it isn’t the only way to grow your organization.
In fact, despite the challenges posed by competition and a shrinking customer base, most billers are positive about the industry. There are numerous opportunities for growth over the next 2 to 3 years.
In Tebra’s recent survey, we asked billing companies about their upcoming operations, goals, and challenges. You can get the full story in our industry report.