Turning Reviews into Residents: How Online Reputation Management Can Boost Your SNF Census

It’s not 2004 anymore. Reimbursement and other industry changes have made margins more slim in long-term care, meaning census growth is vital. For long-term care facilities like Skilled Nursing Facilities (SNFs), Assisted Living/Independent Living (AL/IL) communities, and Continuing Care Retirement Communities (CCRCs), a strong online reputation management (ORM) strategy is no longer a nicety – it’s a critical factor in attracting new residents. Consider these eye-opening statistics:

• 95% of caregivers leverage the internet to research senior care options. This means that your potential residents and their families are actively searching online reviews before making a decision on where their loved one should reside.
• 87% of consumers read online reviews before choosing a local business. In the world of senior care, your community is one of those businesses. Positive reviews can significantly influence the decisions of families and referral sources like physicians and hospitals.

The Power of Positive Reviews for Long-Term Care Facilities

Positive online reviews are as important as star ratings and quality measures. Here’s how they can benefit your facility:

• Build Trust and Credibility: Glowing testimonials from satisfied residents and families build trust and establish your SNF as a reliable and caring provider.
• Boost Search Engine Rankings: Positive reviews can positively impact your search engine ranking, making it more likely that families searching for senior care will find your facility online.
• Increase Census: Positive online reviews can significantly influence a family’s decision-making process. By showcasing the positive experiences of others, you can increase your SNF’s chances of attracting new residents and boosting occupancy rates.

Cultivating a Culture of Positive Reviews

Encouraging positive reviews doesn’t happen by accident. Here are some proactive steps you can take:

• Make it Easy to Leave Reviews: Provide clear and easy-to-find links to popular review sites like Google My Business, Yelp, and Facebook on your website. You can even include QR codes that link directly to review pages on printed materials.
• Solicit Feedback Directly: Don’t be shy about asking satisfied residents and families to leave positive reviews. A simple email or verbal request can go a long way. Consider offering incentives like small gifts or raffles as a token of appreciation.
• Train Staff on the Importance of Reviews: Empower your staff to understand the importance of online reviews and how their positive interactions with residents and families can translate into positive online testimonials.

Responding Effectively to Negative Reviews

Negative reviews, while unwelcome, can be an opportunity for growth. Here are a few ways your SNF, CCRC, or other facility can handle them effectively:

• Respond Promptly: Don’t leave negative reviews hanging. Aim to respond within 24-48 hours, demonstrating your commitment to addressing concerns.
• Acknowledge the Reviewer’s Concerns: Express empathy and understanding for the frustration or disappointment expressed in the review.
• Offer a Resolution: If there’s a specific issue mentioned in the review, explain how you plan to address it.
• Take the Conversation Offline: For sensitive issues, offer to take the conversation offline to protect the resident’s privacy and discuss solutions in greater detail. Remember, HIPAA matters.

Turning Testimonials into Powerful Marketing Tools

Positive online reviews are valuable assets, but their impact can be amplified by using them strategically as marketing tools:

• Showcase Testimonials on Your Website: Feature positive testimonials prominently on your website. Include resident names (with permission) and photos to personalize the stories.
• Share Reviews on Social Media: Positive reviews can be shared on your social media platforms to further amplify their reach and credibility.
• Develop Case Studies: For exceptional testimonials, consider creating case studies that delve deeper into the resident’s experience and the positive outcomes achieved at your SNF.

Partnering with a Digital Marketing Agency like Market LTC

Managing your online reputation can be a time-consuming process. Partnering with a digital marketing agency specializing in the senior care industry, like Market LTC, can be a monumental choice. We can help you:

• Develop a Comprehensive ORM Strategy: Market LTC can create a tailored strategy for soliciting positive reviews, responding effectively to negative feedback, and leveraging testimonials for maximum impact.
• Monitor Online Reviews: They can monitor online review sites for your community and ensure you’re promptly responding to all feedback.
• Generate Positive Content: A digital marketing agency can help create compelling content based on positive testimonials, showcasing the strengths of your SNF and fostering trust with potential residents and families.

Conclusion: The Reputation Revolution in Long-Term Care

There’s no question. A strong online reputation is an absolute must for SNFs and other communities. By actively cultivating positive reviews, responding effectively to negative feedback, and strategically leveraging testimonials, you

can transform your online presence and attract new residents seeking the exceptional care your facility offers. Remember, online reviews are a powerful form of social proof. By prioritizing online reputation management, you can turn satisfied residents and families into your strongest advocates, influencing the decisions of families searching for the perfect senior care solution. Reach out to Market LTC today to find out how we can help turn your online reputation into an opportunity for improved census and increased revenue.