Celebrate successes internally, but don't focus on bragging externally. Focus on improving the customer experience and your customers will do the bragging for you.
Promote your successes internallyYour employees make your brand what it is. If they buy into your brand and its messaging, it's far more likely that your patients will experience what you tout your brand to be.
Make sure your employees know what their purpose is. If they feel they are doing worthwhile work and are making a difference, they will be better workers. Create a culture focused on success. Reward success.
Promote success, acknowledge shortcomings, build trustWhen you communicate externally, it's important to acknowledge your shortcomings as well as promote your successes. Being authentic and transparent builds trust.
Measure to improve—not impressYour purpose in measuring and tracking what your patients think about you should not be to impress others. Seeing how your company is performing provides you with a valuable resource to enable you to improve. All companies have weaknesses and strengths; each company is unique. Celebrate what you do well and look at your weaknesses as opportunities for improvement.
Consumers trust other consumers more than advertisingDon't take it from us, all you have to do is look on Amazon to see this is true. Consumers want to hear from other consumers what their experiences have been in interacting with a brand. If consumer reviews are low, your brand will have a much harder time attracting customers.
Encourage patients, family members, and employees to post reviews on Google and in other review venues that your potential patients search. The reviews show up on the right-hand side of the web page when someone searches your company name on Google.
Hospitals are also a key contributor to referrals. More and more, hospitals depend on star ratings to determine which companies to refer patients to. Working to improve your star rating and then promoting it to your hospital referral sources is important.