In the deeply personal world of hospice care, an agency’s digital presence is often the first, and most important, introduction a family has to the organization. A hospice agency must place significant focus on managing its online reputation.

The Intimacy of In-Home Care

For families considering hospice, the decision isn’t just about finding a medical provider; it’s about inviting a team into their home during a profoundly intimate and vulnerable time. This means that trust is paramount, and it’s built on a foundation of empathy and personal connection. Your agency’s online reputation is a powerful tool in this process; your digital presence can give patients and their families greater insight into the quality of its services before the patient or family even have any contact with your agency.

With almost two-thirds of adults using online research for medical information, families are likely to see online reviews about your agency even before they see your agency’s website. These real-time opinions can shape their perception of the care your agency can provide before your agency is able to describe its care and tell its story.

You Can’t Control the Reviews, But You Can Control the Response

While you can’t control what someone writes about your organization, you have full control over how you respond. An organization that ignores online reviews or social media comments is seen as unresponsive, a major red flag in a field where responsiveness is everything. By contrast, a hospice that responds with gratitude to a positive review and with empathy to a negative one shows that it is committed to its community and takes feedback seriously. This not only mitigates potential harm from negative comments but also demonstrates a genuine commitment to patient care.

Building Your Internal Reputation Management System

To effectively manage your online presence, it’s crucial to have a playbook. This means implementing an internal system to stay on top of reviews and social media comments. While it may seem like a daunting task, a dedicated system ensures a calm and consistent response.

This system should involve:

• Assigning a leader: A communications or marketing leader to oversee the digital presence.
• Tapping clinical and HR support: A clinical or operations leader can address care-related concerns, while an HR professional can handle employee-specific feedback.
• Identifying key platforms: Know where your organization is receiving the most feedback.
• Creating a response playbook: Have pre-written guidelines to ensure you address both positive and negative comments with the right tone and message.

By proactively managing your online reputation, you are not just controlling a narrative; you are reinforcing your core values, fostering trust, and ultimately, ensuring families feel confident and secure in their decision to choose you.

Additional Resources

• This video offers a comprehensive look at how healthcare providers can effectively handle negative patient reviews and build a stronger reputation. From Criticism into Care: How to Handle Negative Patient Feedback
• This blog discusses an organized approach for monitoring your agency’s online presence and digital feedback on your agency. Monitoring your Hospice’s Presence Online