In the digital age, how consumers perceive senior industry businesses often starts online, particularly through online reputation management. Also known as review monitoring and management, this practice helps businesses shape and maintain their public image. With the right tools and access, senior industry businesses can proactively manage their online reputation, address concerns quickly, and build trust with current and potential clients. Doing so will enhance both their overall brand image and customer satisfaction.
How online reviews affect your senior care business
Reputation management puts your business at the forefront by highlighting the quality care, service, and support you provide to the community. Reviews, whether positive or negative, can significantly impact your business. The positive experiences of residents, patients, families, and visitors can build a strong reputation for your business, influencing consumer trust and brand loyalty. Your response to a negative review can do the same.
Review platforms for senior care providers
Senior care providers can be reviewed on a myriad of online platforms, both specific to the senior care industry, like Caring.com, and those used by all industries, like Google. Google still gets over 90% of the search engine traffic in the United States, so your rating on Google reaches most prospective customers. Which review platforms you manage beyond Google should be based on your local market and your customers’ preferences.
How reputation management influences search and conversion
Google reviews, in particular, send important signals to search engines that can impact your ranking in both organic and map-based searches. These signals help you rank for your service terms, making reviews crucial to your online visibility. Your overall rating plays a direct role in conversion rates. When potential customers see your business listed next to competitors, a higher rating can tip the scales in your favor, increasing the likelihood of them choosing you. Equally, a lower rating could push prospects toward your competitors, especially if your rating is noticeably lower.
HIPAA compliance
Businesses in the senior healthcare industry must comply with HIPAA regulations, and this commitment to privacy and security extends to reputation management. When responding to reviews, whether positive or negative, your business should maintain a positive tone, avoid sharing any personal medical information, and refrain from confirming or denying whether an individual is a current or past resident/patient. Additionally, responses should focus on addressing concerns in a general manner while emphasizing your dedication to providing quality care.
Review example: “My mother has been a resident at this facility for 6 months and our family appreciates the care she has received. Thank you for meeting her needs.”
HIPAA-compliant response: “At [facility name], we are committed to providing quality, compassionate care in a home-like environment. Your positive review validates our efforts and inspires us to continue delivering the best care possible. Thank you.”
Legal and ethical compliance
Review sites (including Google) and the Federal Trade Commission have strict guidelines against rewarding individuals for positive reviews or limiting their ability to leave a negative review. However, you are allowed to incentivize your team to ask for reviews. Repercussions for breaking these rules can include losing your listing on a review platform or even lawsuits and fines, such as this lawsuit featured in Medscape. That’s good incentive: When a company loses its listing in Google over 90% of the consumers who use Google as their primary search engine will not be able to find it in search.
Automation options and integration
Individuals working in senior care facilities are often busy with the demands of daily operations, and managing reviews can add to your already busy day. There are tools available to automate review requests, automate responses, and consolidate your reviews from multiple platforms or for multiple locations into one place.
IlluminAge provides reputation management support to senior living providers nationally. To learn more about our services, from full program management to integrated tools and setup support, please contact us today.