Specializing in Online Reputation Management for Hospitals

1. Specializing in Online Reputation Management for Hospitals

2. “IT TAKES 20 YEARS TO BUILD A REPUTATION, AND 5 MINUTES TO RUIN IT. IF YOU THINK ABOUT THAT, YOU WILL DO THINGS DIFFERENTLY.” -WARREN BUFFETT

3. Do you know your reputation score? Reputation:The general opinion, or more technically, a social evaluation of the public toward a person, a group of people or an organization. Online Reputation Management has become vital with today’s volume of online media.

4. Public Relations:The practice of managing the flow of information between an organization and its public.In today’s multimedia world, it’s harder to manage and the evidence lasts longer!

5. Fact:Every day, 200,000 new blogs are created on the world wide web.Do you know what is being said about yourorganization?

6. Consumer Generated Media (CGM): Originated as a reference to posts made by consumers via social media websites, internet forums, blogs, wikis, discussion lists etc., on products that they have purchased, questions they have, or problems they are trying to solve. Shoppers who are researching products often use other consumers' opinions when making buying decisions, people with health care challenges will find online forums to learn about their conditions and meet others and consumers passionate about their car or sport will use online forums to connect and discuss.The term has evolved to include video, audio and multimedia posts created by consumers in support (or negative parody/in-protest) of products, brands and corporate institutions.

7. According to the Pew Internet and American Life project, who released a report on Adults and Social Networking Services… “Adult Internet users who have a profile on an online social network site has more than quadrupled in the past four years -- from 8% in 2005 to 35% in 2009.”

8. Blogs… They dominate the search engine results. • If you think blogs are created by 16-year-old girls with nothing else to do - you couldn’t be more wrong. • Blogs are primarily created by 18 to 34 year old people with a household income of more than $75,000 annually. • Another 40% of blogs are created by 35 to 54 year olds.

9. Medical Blogs… (Patients rating their Doctors) • On www.ratemds.com 800 new blogs are created each day. • There are nearly 800,000 total medical ratings.

10. Word of mouth – consumer generated media • Consumer decisions are being driven by information “Googled” on the Internet. • Dell Hell phenomenon • Trip Advisor: 88% of visitors to the site are influenced by information posted as blogs. How does this affect your business?

11. Improving Your Reputation Score (Turn that frown upside down!) Posted on ratemds.com Before PR Watchdog After PR Watchdog collected positive feedback from clients

12. Take a moment for the following exercise: 1.Go to Google.com 2.Type in the name of your hospitalfollowed by the word “complaint” 3.Take a look at the results

13. PR Watchdog Mission Statement: To protect your hospital’s reputation, brand, and image through the management of information across mediums.

14. Is your PR team toobusy putting out fires? No time to be proactive? • Listening • Analyzing • Responding • Influencing • Reporting How we manage your reputation:

15. Listening • We track every mention of your brand, company name, employee names, service types, events and outgoing communication as it is posted on the Internet.

16. Analyzing • Google Alerts • Yahoo Alerts • Google Blog Search • Google Analytics

17. Sample Client Alert Report

18. Responding • Reduce the abundance of negative blog posts online by creating positive blogs, social media press releases and mainstream press releases to replace negative or old information online and in the marketplace. • Respond to blogs and customer needs immediately with appropriate action plan. • Create direct line of communication between us and our point of contact at your hospital to relay both negative and positive information to you instantly. • Relay high positive online blogs as testimonials to you in real time to use in your marketing plan. • Relay high level sensitivity items to CEO and crisis team to be addressed in real time. • Develop strategies for crisis issues for when they occur. And create a plan for aforementioned issues.

19. Influencing Monitor | Manage | Protect • Use social media like Digg, StumbleUpon, Facebook and Twitter as well as social media networks to reach out to your customers and employees. • Work with client to create press releases that are optimized for search engines with keyword rich links back to your website. Index press releases on your website. • Create a blog on your website to give you a voice when you need one. • Submit articles on your behalf to free and paid directories, relevant news organizations and bloggers.

20. Reporting Monitor | Manage | Protect • Content Management System that works • Find: every mention of your company and track its relevance • Report: Trend watching, competitive intelligence, strengths and opportunities in your brand • Monthly updates on the above to use in action plan development

21. Sample Month-End Report

22. Skilled Journalists & Quality Journalism • Bryna Larsen - Over 14 years of media industry experience as a journalist and publisher of newspapers and magazines and websites - PR and Social Media specialist • Shawn Deena - Over 17 years of media industry experience as a journalist and radio producer - SEO and Social Media guru • Melissa Wright - 14 years of print media industry experience as a journalist - Online publisher and producer of multimedia reporting packages, political blogs and video segments for newspaper websites

23. Our Clients:

24. Bryna Larsen 1-800-518-8652 ext. 834 Bryna@prwatchdog.com www.prwatchdog.com