Eyeworld

54 | EYEWORLD | JULY 2019 I N THE PRACTICE by William Rabourn Jr. and Chase Rabourn Contact information William Rabourn: brabourn@medcgroup.com Chase Rabourn: crabourn@medcgroup.com tactics (print, TV, radio) and happy patient word of mouth. A practice's longevity, in addition to the perceived respectability of its people, were among the main factors influencing reputa- tion even more than they do today. This is, in part, why it took so long to form professional reputations in the past. Similarly, it took time to tarnish under negative feedback. As social media platforms and review sites have opened new lines of communication, tra- ditional reputation management strategies have become insufficient. Today, ophthalmic busi- ness reputations are built predominantly online by leveraging the power of social media, review sites, and a strong overall digital presence. While business longevity and staff respectabil- ity are still persuasive points, a perceived better overall eyecare experience is even more enticing for potential patients. Additionally, while the time it takes to build a successful reputation has shortened for those practices effectively leveraging digital tools, the possible decline of a reputation is accelerated as well. Look at some of the established airlines in the news over the last few years. One story about a passenger treated poorly by an airline employee is shared on one social media platform and suddenly the company hemorrhages millions. The upside is that by actively and aggressively managing their own digital reputations, these airlines were not immediately bankrupt by the loss. Reputations may be more delicate than ever before, but businesses also have more ability to respond to their naysayers and publicly highlight attractive strengths. Where ophthalmic businesses should speak up online An ethical ophthalmic business cannot silence what others are saying about it online, but it can appease angry patients and build trust by speaking up at the right times and places. Keeping track of the right time and place to speak up can be daunting without assistance. One of the best ways to keep the conversation from spiraling out of control is to invest in quality reputation management software. There are multiple options available, all with similar O nce heavily reliant on one-on-one interactions with providers, modern patients are now turning to digital conversations to research their pro- viders and whether they can offer the best eyecare. Without an updat- ed reputation management strategy, ophthalmic businesses risk being omitted from the dialogue, allowing others to speak for and about them unchecked. Who is the modern patient? Due to an abundance of online resources and social media platforms, it has never been easier for patients to find information they need from anywhere. Whether with a computer, tablet, or smartphone, patients are taking advantage of the digital convenience. Research conducted by the Dallas Children's Hospital shows that 85% of American consumers read online reviews before making decisions about a healthcare provider. Additionally, 88% trust online reviews as much as personal recommendations. This means that before patients even request an appointment, many have access to information that enables them to form impressions of a practice and doctors without meeting them. Such digitally savvy patients are more involved and more informed. They challenge an ophthal- mic business to ensure it is not only present for the online conversation shaping its professional reputation but leading it. Issue with many of today's reputation management strategies Ophthalmic businesses need to formulate a rep- utation management strategy that complements the social habits of today's consumer. Many ophthalmic businesses already employ some kind of strategy to shape the way potential and current patients perceive their brand. The issue is that most of these strategies are built to oper- ate in the pre-digital environment. When there were limited channels of communication for practices and their patients, practices could craft a respectable brand image by relying on classic marketing and advertising Reputation management Lead the conversation or the internet will

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