How to Master Healthcare Reputation Management in 2025? 5 Steps

Pfizer, the American Big Pharma company, primarily known for its COVID-19 vaccine, has seen a clear drop in reputation since the pandemic. Polls show declining trust; the stock has been down 11% this year and over 60% since early 2022. This is a strong reminder of how crucial strong healthcare reputation management is!

Healthcare reputation management is the ongoing process of monitoring, improving, and shaping how the public, patients, partners, and stakeholders perceive healthcare professionals and organizations.

This applies to various organizations, including hospitals, clinics, pharmaceutical companies, health insurers, diagnostic labs, and even medical device manufacturers.

What is Healthcare Reputation Management? 

Healthcare reputation management is taking care of how healthcare organizations (hospitals, clinics, pharmaceutical companies, doctors, or other healthcare providers) are perceived online.

Behind the term “management” lies a set of key actions, such as:

• Responding to and managing all patient online reviews 💬
• Asking satisfied patients to leave positive reviews ⭐
• Dealing with negative reviews in a professional way ⚠️
• Maintaining a strong and consistent online presence 📱

The main goal of online reputation management is to build trust!

Why is healthcare reputation management important?

Before a new patient walks through your door, they’ll likely look you up online.

A positive reputation leads to patient acquisition.

Just like people read reviews before booking a hotel or choosing a restaurant, they compare doctors, clinics, and hospitals the same way.

✅ 81% of patients rely on online reviews when selecting their healthcare provider (Forbes Patient Review Survey 2021)

✅ 60% of patients look for over 19 reviews before choosing a doctor (Forbes Patient Review Survey 2022)

✅ 87% of patients believe that the review’s dependability is influenced by its age (Forbes Patient Review Survey 2022)

That means your online reputation is often your first impression.

If a potential patient sees recent positive reviews, up-to-date information, and a strong, trustworthy presence, they’re far more likely to book an appointment.

Healthcare Reputation Management Strategy

01 Supervisar varios canales

Don’t rely only on review platforms!

People share their healthcare experiences all over the internet – on social media, forums, blogs.

Sometimes people leave reviews in places you’d never expect!

For example, a single negative comment on Reddit can spread fast and impact how others see you.

That’s why tracking multiple channels is essential to managing your reputation.

But how to do it effectively?

Utilice un software de gestión de la reputación como Marca24. It lets you monitor patient feedback in real time from a single, easy-to-use dashboard.

With Brand24, you can track online mentions from:

• Sitios de revisión

• Social media platforms: Facebook, Instagram, X (Twitter), LinkedIn, TikTok, YouTube, Telegram, Twitch, Bluesky

• Foros like Reddit or Quora

• Other places (news sites, blogs, podcasts, video platforms, newsletters, and more)

02 Seguimiento y análisis del sentimiento

Análisis del sentimiento is a key part of any reputation management strategy.

Understand not just what patients say, but how they feel.

And in healthcare, where human emotions matter more than anywhere else, it’s invaluable!

Healthcare reputation management tools like Marca24 analyze individual mentions and overall sentiment trends to give you a complete picture.

☝️ On May 27, there was a noticeable spike in Pfizer’s negative mentions, significantly higher than the usual level.

For example, you can identify which platforms generate the most negative mentions. It will help you to focus your efforts where they’re needed most.

☝️ In the last 30 days, Twitter (X) has been the biggest source of negative comments about Pfizer.

03 Encontrar los puntos débiles del cliente

Patient feedback is a goldmine of insight.

They point out what’s not working – from long wait times, unclear communication, or unfriendly staff, to side effects of treatments or issues with hospital facilities.

Utilizando Asistente de marca, you can quickly identify the most frequently mentioned issues:

04 Focus on customer experience

Once you understand your patients’ concerns, the next step is clear: take action to improve their experience.

Whether you’re a hospital, private clinic, or pharmaceutical company, the patient should always be your top priority.

Asistente de marca can also make clear, data-driven suggestions for addressing recurring issues:

05 Establish an early warning system

Healthcare reputation management isn’t just about reacting; it’s also about predicting problems before they escalate.

Solution?

You need an early warning system that alerts you to sudden changes in public perception.

You have it in Brand24 – it offers:

• Alertas de tormenta that will immediately notify you about a sudden increase in your brand mentions

• Event Detector that automatically flags unusual spikes in online mentions and explains what causes them

Good practices for healthcare providers to manage online reputation

Here are a few quick tips to help you take control of your online reputation.

Following them can build trust, attract more patients, and strengthen your online presence.

1. Respond quickly to patient concerns 😕
   
   When patients leave reviews or complaints, respond promptly. Where possible, move the conversation to a private channel to resolve it.
   
   Acknowledge the issue and show genuine empathy for their experience. Clearly communicate the steps you’re taking to address the problem and offer a practical solution when possible.
   
   Always follow up with the patient to ensure they’re satisfied. You have the power to turn a negative experience into a positive one.
   
2. Create valuable and consistent content 🤳
   
   Publishing high-quality content, like blog posts, health tips, or patient success stories, helps position your organization as trustworthy and knowledgeable.
   
   Ensure your tone and branding remain consistent across your website, advertising, and social media channels.
   
3. Be active and authentic on social media 📱
   
   Engaging with your audience on social platforms is just as important as responding to reviews.
   
   Share “behind the scenes” (remember to respect patient privacy), celebrate wins, and post about patient experience.
   
4. Encourage satisfied patients to share their experiences 💌
   
   After a successful visit or treatment, politely encourage patients to leave a review on Google Reviews or social media.
   
   Make it easy by providing a direct link and simple instructions.

Conclusión

Whether you’re a hospital, clinic, insurer, doctor, physician, or pharmaceutical company, your reputación de marca directly impacts patient trust and their decision to choose your services.

Healthcare reputation management is an ongoing effort to ensure that patients feel positive about you and are willing to choose you over your competitors.

Reflexiones finales:

• Reputation management goes beyond replying to reviews – it’s about building lasting trust, spotting areas for improvement, and maintaining a strong online presence.

• However, in the healthcare industry, one negative comment in the wrong place can do more than change your patient’s mind – you risk losing long-term trust.

• To improve your healthcare reputation, you should monitor all major online channels, analyze sentiment around your brand, and take action based on feedback.

• Managing reputation can seem overwhelming, but it doesn’t have to be. With special tools like Marca24, you can track online mentions, monitor sentiment trends, and act quickly when your reputation is at risk.

Ready to manage your reputation and win patient trust?

👉 Try Brand24 for free right now during a 14-day trial!