A damaged online reputation will most likely lead to business failure. It's challenging to come back from a disastrous press, and it's even worse in the age of social media. False information can spread like wildfire. Even health insurance companies aren't safe. For an industry that relies on trust-building, a damaged reputation could spell the end. The good thing is that there are health insurance providers reputation management experts. They can deal with reputation repairs. With their expertise, affected businesses can still survive.
Reviews drive consumer choice
The first thing to consider about reputation management is the importance of reviews. Quality reviews will help the brand. Most consumers read reviews first before they decide to patronize the products and services offered by a business. It also extends to health insurance companies. People want to know that they will have a smooth experience when partnering with the insurance company. From the application to the filing of claims, the reviews should be positive.
Ratings also matter. On average, people who purchase insurance premiums want to work with an insurance company with a rating of 4/5 or higher. Most of them look for reviews and ratings on Google.
The primary implication is that businesses should encourage people to leave positive reviews. It’s not easy, though. Even current clients who felt impressed with the services won't leave reviews. They need a reminder to give one. They also want a simple process that won't take too much time. When there are dozens of excellent reviews, most people will trust the services. It feels different when someone else is willing to attest to what the company can offer.
Reviews help improve the overall experience
Another reason for having reviews isn’t only for reputation management. Companies should take other people’s words seriously by learning from the comments to improve the business. Reviews can identify the most pressing issues. They also offer a holistic view of the potential clients.
They don't only focus on one aspect of the business. For the health insurance industry, there will be reviews about the premium application. Others are about website navigation. The most common concerns are about the filing of claims. The company should be willing to listen to what clients have to say. It's easy to be defensive and pretend that everything is doing well. Instead of dismissing these concerns, insurance companies should learn how to be empathetic. Besides, when more people feel satisfied with the changes, they will trust the company.
Publish and monitor content
Another strategy of creating a positive image online is publishing content. Most marketers see this only as a search engine optimization tactic. Excellent content will not only help the website rank higher on search engines. The truth is that they can also impress potential clients. If they liked the information, they would most likely trust the business to deliver. It might take time, and it's okay. Even if they don't decide to get the insurance premium now, they have a reason to come back. They will explore the website because of the quality content published. Apart from blogs posted on the website, there should also be an effort to write guest blogs. They help expand the company's reputation with more interactions.
After publishing the content, the next step is to monitor the results. It’s not enough to be popular for a day. Business owners have to work hard to maintain a good reputation. It’s a good thing to publish quality content, but it should be a consistent effort.
Work with influencers
A rising strategy among businesses today is the partnership with social media influencers. The good thing about working with them is that they already have subscribers. Their endorsement can go a long way. If they tell the followers to buy the insurance premium, most of them will consider it. They look up to the influencer and won't hesitate to patronize what was endorsed.
However, there should be caution in working with influencers. Even if they’re popular, the reputation can change overnight. Some of them might decide to create crazy content for clout. They might have thousands of followers today, but all of them might go away with a terrible stunt. The downfall of these influencers might also impact the businesses that partner with them. Therefore, insurance companies have to screen the options thoroughly. Stick with popular influencers with a stable image. The content should also be related to what the business offers. Otherwise, the subscribers might not feel interested.
Repairing the damaged reputation
Perhaps, the most challenging part of the health insurance providers reputation management strategy is to repair a tarnished image. When there are only a couple of bad reviews, the best tactic is to counter them with positive press. It's easy to bury outliers when positive reviews are more overwhelming. It’s only a problem if the reviews are generally bad. Trying to bury them won’t cut it. Accusing the reviewers of lying is even worse. The number of reviews shows how bad the services are. It’s time to have an internal investigation to address all the concerns raised. Changes should happen first. Let everyone know the steps taken to improve the company. It makes more potential clients feel better. It will take time to regain their trust, but it’s a step in the right direction.
Acknowledge all the negative reviews and show empathy. Tell the reviewers that their concerns are valid and they have the right to feel that way. Explain what happened and show the steps done to prevent the problems from happening again.
Health insurance providers reputation management experts are there
Going through the process of building and rebuilding a reputation can be a daunting task. Only health insurance providers reputation management experts know how to do it. There's no guarantee that things will change right away, but it’s better than not doing anything. Besides, these experts already proved their worth. They helped businesses in the same industry excel. Even companies with a severely wounded reputation still survived.