Embed Size (px)
Citation preview
Senior Care Reviews: How to Build Your Online Reputation & Be a Star
Caring.com Digital Marketing AcademyJune 20, 2019
Welcome to Our Webinar
This presentation will be available within a few business days. Visit:
https://partners.caring.com/events
This is a one-way webcast. Please ask questions using the tool at the
right side of your screen.
Caring.com: #1 for Senior Care Reviews
High-integrity, personal touch reviews program
225,000+ consumer reviews – thousands added monthly
1st to offer service excellence award based on senior care reviews
Among 1st to host senior care reviews – reviews from 2008 to now
1st to measure reviews influence in senior care search and sales
Leading insights about consumers’ review use and preferences
Founded in 2007 — By Caregivers,
For Caregivers
Today’s Presenter: Denise Graab
• Joined Caring in Sept. 2010– 20+ years in communications
• Director of Industry Marketing– Prior: Director of Social Community
• Extensive Social Experience– Focus for Last Decade: Online Reviews
Management, Digital Marketing
– Caring Stars Award Co-Creator
– Leading Expert on Senior Care Reviews
DENISE GRAAB
Agenda
• Why You Should Focus on Reviews
• How to Get Great Reviews
• How to Respond to Published Reviews
• How to Be a Caring Star & Why You Should Strive for this Award
• Q&A / Key Takeaways
Why You Should Focus on Online Reviews
Americans age 65+ with annual income >$75K:
87% online
– Majority use Internet daily
– 81% own smartphones, 65% use tablets
– 57% use social networks
Boomers, Older Adults Active Online
Sources: Pew Research Center (April 2017); BrightLocal Consumer Review Survey (2018)
54% of adults age 55+:
– Won’t use a business that has fewer than 4 stars in online reviews
What Will They Read About Your Business Online?
Reviews Easily Found in Senior Care Search
Source: BrightLocal Local Consumer Review Survey 2018
86% of U.S. Consumers Research Local Businesses Online
Reviews Influence Consumer Behavior
• Prospects click listings with reviews, skip those without
• 8 in 10 trust online reviews as much as personal recommendations
• Online reviews are driving senior care inquiries and conversions – crucial for digital marketing success
- Stand out from competitors and get your sales calls returned!
Reviews Matter to Your Bottom Line
Case Study: Home Care
Case Study: Senior Living
Listings with 15 or more reviews outperformed
listings with only 1-2 reviews, averaging:
5x more leads per listing
7x more tours
8x more move-ins
1.5x more leads
A single home care review
could be worth $4,231 in incremental revenue.
See also: https://partners.caring.com/senior-care-review-worth
Testimonial: Independence Villages & StoryPoint
“Your continued support to the leaders of our company means the world to
us…The only way we can truly grow and provide better experiences to
our residents and their families is by gathering honest feedback and
making necessary adjustments – we can do that best with Caring.com as a platform to help. You pushed us in the
right direction and have spent countless minutes helping me understand the best practices so my teams can too.
Thank you!”
-Erin Kessler, Marketing, Independence Villages & StoryPoint (2019)
Testimonial: Sky Care Media
“We have helped more than three dozen skilled nursing facilities and senior living
communities be showcased on Caring.com and empowered in the area of online reviews. We explain why the reviews matter and why Caring.com is such a valuable resource. These senior
care providers now have lased their focus on providing better customer
service and enhancing and enriching the lives of residents. We are
preaching the gospel, and we are seeing the results.”
-Judah Gutwein, Owner, Sky Care Media (2019)
See also: SkyCareMedia.com/clients/
Caring Stars: Service Excellence Exemplified
“This honor shows that we are doing exactly what we set out to do with each of our communities: positively impact the lives of our
residents, families and employees, every day.”
-The Carillon at Boulder Creek (2012)
“Our residents are part of our extended family. We work daily to
provide first-rate care for our residents, and this award helps validate our delivery on that
promise.”
-Sun Towers Retirement Community (2014)
“We know it’s a total team effort, and the caregiving team deserves the credit.
When we look at the reviews, 80-90% of them name a specific caregiver. That
personal connection makes the difference. That care starts with the right team and that team starts with
people. We are putting ourselves out there to provide the best care of clients.”
-Right at Home Pottstown, PA (2018)
“We are honored that we’ve earned this recognition, and thank the families
who shared their feedback in reviews on Caring.com.”
-Comfort Senior Care Home (2015)
How to Get Great Reviews
Who To Ask for Senior Care Reviews
Family or Friends of Resident / Client
Adult Daughter/Son Relative with POA Frequent Visitors
Cognitively-Healthy Customers
Senior Living Residents Home Care Clients
Potential Customers Want to Read Real Reviews from Folks
Like Them
Proactive Ways to Get Positive Reviews
• Seize opportunity when receiving compliments
– Have “elevator pitch” & handouts
– Have “review us” email replies
• Use welcome packet and ‘honeymoon period’
• Contact happy customers and their family members
• Promote positive reviews
• Engage staff – build culture to encourage great reviews
Asking for Reviews: Tips for Success
• Be mindful of timing
• Consider candidates for positive review
– Ask to share 2-3 things they love about your community or agency
• Use appropriate motivator(s)
– Help others just like them
• Best match reviews site to consumer; easiest way to submit
Sample Ask via Email
Hi Barbara,
Thanks again for your compliments on our dinner menu – our chef was thrilled to receive the feedback and is so glad your mom loved his signature dish!
When you have a moment: would you share your positive feedback as an online review? That would be really helpful to other families searching for a community like ours.
You can submit it online here: INSERT LINK. Or I can give you one of the review-by-mail forms they offer, if that’s easier for you. Caring.com also accepts reviews by phone.
Thank you for considering it, and do let us know if there’s more we can do to support you and your mom.
Much appreciated, Cindy
Remind
Ask
Match
Fastest, Easiest Way to Get Reviews on Caring
Online Submissions are Typically Processed
Within 3 Business
Days
For Caring Partners: Reviews by Phone
Reviews by Phone - You provide list of customers (with
their permission)
- We call to collect, transcribe, & upload their reviews
- We also collect phone reviews from individuals we refer to communities and agencies
For More Info, Please Contact:[email protected]
For Caring Partners: Reviews by Postcard
Reviews via Postcard- Available for senior living and
home care
- Use sparingly for the few folks who aren’t online yet
- Self-addressed, postage-paid
- Filled out and mailed to Caring by consumer
For More Info, Please Contact:[email protected]
• Send Email(s) to Ask for Reviews from Happy Customers
• Outreach Email Links to Listing’s Review Form
• Shows # of Reviews Generated from Campaign(s)
• Helped Caring Partners Qualify for Caring Stars 2019
Senior Living: Use Partner Portal to Get Reviews
Reviews via Partner Portal- Send email(s) to happy customers to ask
for reviews, with link to Caring listing
- “View past campaigns” shows # of reviews generated from each campaign
- Helps communities qualify for Caring Stars
For More Info, Please Contact:[email protected]
3rd Party Review Integrations with Caring
Senior Living – Coming Soon!
Senior living communities will use the Reputation.com software to:
• Request customer reviews for Caring listings
• Monitor reviews on Caring listings
• Publish review responses via Caring’s fast-processing queue
Home Care – Since Jan. 2017
Home care agencies use Home Care Pulse to:
• Request customer reviews for Caring listings
• Display “Trusted Provider” badge
• Display “Best of Home Care” award badges
Reviews on Caring: Integrity and Personal Touch
1.) Review SubmittedRequired:• Star rating, review text• Relationship to provider• Email address (or phone)• Reviewer’s displayed name
Not Required:• A new password
2.) Review Analyzed by Humans
We look at:• Text vs. Guidelines• Text vs. Rating• Text vs. Type of Listing• Relationship to provider• Review source
3.) Review Decision• Approved: Posted on site• Rejected: Not posted• Hold: Follow-up needed
4.) Review Published• Approval notice sent to
reviewer• For our partners: New
Review alert sent
4.) Review Rejected• Review not posted to listing• Rejection notice sent to
reviewer (can resubmit)
5.) After Review Published
• Read by Caring.com visitors, search engine users, news media
• Can be contested and taken down, or have response published
Prioritize Senior Care Review Sites
*Source: Caregiver Journey Survey, July-August 2016
Review Site % of Senior Care Searchers Who
Trust the Reviews*
Submission Options
Human/Expert Processing of New Reviews
Customer Service for Business
Caring.com 48% Online, Phone, Postcard – No
account required
Yes U.S.-based agents via phone or email;
response within 1-2 business days; help for any listing; online
support center
Google 12% Online Only – Google account required
No “Flag review” link; wait for response; limited reasons for review
removal
Yelp 12% Online Only – Yelp account required (plus: 1st review
verification; need “friends” too)
No – and automated filter hides some
legitimate reviews
Online support center; “Report Review” flag;
wait for response; more support for Yelp business
accounts
Facebook 2% Online Only – Facebook account
required
No “Report post” flag; wait for response; limited reasons for review
removal
How to Respond to Reviews
Don’t Be These Guys …
Your Reputation is Built by OthersWhen You Ignore Reviews. And…
You Miss Sales & Marketing Opportunities!
Review Response Influences Prospects
34% Say Review Response:
“Lets me know the business cares and is listening.”
“I don’t think I’ve ever seen a business respond to a review.” 28%
“It depends on what the business says.”
23%
Source: Caregiver Journey Survey, July-August 2017
Tip: Failure to Respond to 1-star or 2-star Reviews will Disqualify You from the Caring Stars Award.
Review Response Can Boost Ratings Too
more reviews for businesses that respond to reviews
12% of businesses increase overall rating by half a star or more within 6 mos. of first response
33%
Source: Harvard Business Review case study of Trip Advisor hotel reviews, February 2018
Determine Best Course of Action
Does the review have fact-based errors?
YES > Contact review site to request removal.
NO > Publish response.
YES > Contact review site for review re-analysis/removal.
NO > Publish response.
YES > Thank the reviewer in public response and promote the review.
NO > Contest review for fact-errors or guidelines issue; or publish response.
Does the review violate the site’s guidelines?
Is the review positive and/or reinforcing your marketing messages?
Know the Difference Between Fact vs. Opinion
FACT OPINION
“They serve meatball sandwiches seven days a week.” “The food is terrible.”
“There’s only one caregiver available on the weekends, she’s female, and my dad
wants a male.”
“I didn’t think they had enough staff to meet my dad’s needs.”
“They only clean the carpets once a year.” The carpets weren’t clean and smelled
like urine.”
Tip: Read Review Guidelines. Use Them to Guide Removal Requests.
Privacy & Legal Considerations
Keep confidential information private – abide HIPAA
Be very professional in correspondence with review
website – can be subpoenaed
Public Response: Remember the Crowd
Your response may not change her mind
Your response can still influence their opinions
Reviewer
Readers of Reviews
What to Say? Don’t Be Like These Guys
Some Styles Don’t Translate Well in Senior Care – Be Professional and Tailor Your Response.
“There’s only one side with me. You get the right side.
You get the correct version of facts.”
“How about a thank you, you miserable wee b***h!”
I post the same lawyer-approved response on
every review.
Sample Mistakes in Negative Review Response
“We’ve never had a John Smith visit our facility. We always have adequate staffing…Our residents are always clean and cared for. This is a person that is upset about something and wants to show it this way.”
“Staff is deeply saddened and disturbed by this review. We would hope that if someone felt this way they would approch our administrator to correct these issues. We hope that you as a reader of these reviews would stop in yourselfs to check on the accuracy of these accusations. You do not have to call a head to tour our building.”
“This review is from a disturb, depressed, dishonest and very confused person…her mother lived in the facility for five years and she came a total of four times. She gets along with no one, and perhaps is trying to find comfort…she is throwing her emesis on the facility that took excellent care of her mother. Her siblings called and thanked us.”
Best Practices: Negative Feedback Response
• Be grateful for feedback – and gracious in response
- Remember opportunity to influence prospects
- Have empathy
- Avoid debate
- Consider acknowledging mistake / mentioning corrective action
• Don’t reveal private info
• Get more positive reviews
Best Practices: Positive Feedback Response
• Be grateful for feedback – thank the reviewer
• Be conversational - Consider addressing reviewer
by screen name
• Provide info that supports the compliments – but avoid being shamelessly promotional
• Promote the review(s)
How To Respond to Reviews on Caring.com
Are You a Referral or Advertising Partner?
Use the New Review Alert sent via email instantly after review is published on listing
Convenient, automated “Take Action Now” links to request removal or publish public response
Handled in highest priority, fastest-processing queue
Email [email protected] to request removal or publish public response
Not in Caring’s Partner Network?
Lost New Review Alert?
Responding to Old Reviews?
See also: https://partners.caring.com/reviews-info
How to Be a Caring Star &
Why You Should Strive for this Award
Caring Stars – Consumers’ Choice Award
• Uses consumer reviews on Caring.com to recognize service excellence- Honors senior living and senior care businesses
with high volume of the best ratings – and who respond to negative reviews
• Helps families find best service providers
- 2012-2016: assisted living & memory care
- 2017: Added independent living, care homes, and in-home care agencies
- 2018: Added skilled nursing
- 2019: Any listing in senior living or in-home care
Caring.com/BestSeniorLiving
Partners.Caring.com/Reviews-Info
Caring Stars Winners Average Twice as Many Inquiries & Move-Ins!
Congratulations Caring Stars of 2019
“I am thrilled to celebrate alongside our Holiday Retirement community award winners and our recognition
as a leader nationally.
Our team members are passionate about helping older people live better. Our residents want to feel
safe, secure and comfortable, and above all enjoy life. The Caring Star
award is evidence of this passion.”
-Lilly Donahue, CEO, Holiday Retirement (11/15/18 press release)
446 agencies in 45 states#1 in Nation: Right at Home
144 communities in 36 states#1 in Nation: Holiday Retirement
SENIOR LIVING
HOME CARE
Caring Stars PR & Marketing
• National, local, trade PR
• Award badge – online, email, and high resolution
• Website widget
• Lobby/office certificate
• Social media promotions
• Call-out in directory search results and featured content
• Family Advisor mentions in calls
Caring Stars Shine
Sampling of Caring Stars 2019 Buzz
Caring Stars: Website Marketing
NEW Website Widget for 2019 Winners
Caring Stars 2019 Criteria
• At least 10 reviews on Caring.com listing
• Overall average rating across all reviews: 4.5 stars or higher
• 3 new reviews within qualification timeframe — at least one 5-star review
• At least one review in 2018
• No resolved 1-star or 2-star negative reviews (across all time)
All Winners Met or Exceeded By 10/15/18 Deadline:
Public-Facing Criteria, Listings & Reviews
• Qualifying reviews are public-facing on Caring.com listing
– We don’t aggregate reviews from multiple websites/profiles
– We don’t count private testimonials or pending/post-deadline reviews
• Review response must be done on Caring.com listing
• Negative reviews must be contested/removed by deadline
Winner Criteria Published With Award Announcement in Multiple Locations for Consumers & Industry
For More Info, Please Contact:[email protected]
Caring Stars – Additional Qualification Notes
• Any senior living and in-home care listing can qualify – not limited to advertisers
• All reviews on finalists’ listings are audited & re-analyzed against our Review Guidelines
• Caring.com also conducts some online reputation research of finalists
AVOID EMPLOYEE-SUBMITTED REVIEWS!
Caring Stars 2020 – “Plan to Win” Summary*
ü Have 10+ customer-submitted reviews on your Caring.com listing by 10/15/19
– Aim for at least 3 in the current year (2019)
ü Achieve high ratings
– Have at least one 5-star review in 2019
– Maintain an overall average rating at or above 4.5 stars
ü Address all 1-star and 2-star reviews by 10/15/19
– Contest for fact errors or publish response*For general guidance only; not an award guarantee
Countdown to Caring Stars 2020
Now through October 15th: Try to Qualify• Get great reviews from your happy customers
• Respond to negative reviews: contest to remove, or publish business response
After October 15th: Wait, Watch, Respond• Closely monitor your listing – rapidly respond to any
new negative reviews
• If you’re a finalist or winner: Caring.com will contact you about the public announcement timing – make sure we have your current contact info and respect the embargo
• Monitor your online reputation – Google your business name weekly (look for concerning/negative clips in Google News)
Key Takeaways
Take advantage of opportunities to promote the
positive reviews you receive – Be
a Caring Star!
Prioritize review sites that are
most used and trusted by your
target audience.
For best results: actively
generate, monitor, and respond to reviews.
Senior care reviews
increase inquiries and conversions — add monetary
value for your business.
Thank You!
We Welcome Your Feedback and Suggestions
More Resources on Our Industry Blog:
http://partners.caring.com
@CaringInsights(650) 762-8190 company/caring-com
