Senior Care Reviews: How to Get & Respond to Online Consumer Feedback

Caring.com Digital Marketing AcademyMarch 16, 2017

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Caring.com: #1 for Senior Care Reviews

High-integrity, personal touch reviews program

Nearly 150,000 consumer reviews – thousands added monthly

1st to give 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

Presenter: Denise Graab

•  Joined Caring.com in Sept. 2010–  20 years in communications

•  Extensive social experience–  Focus for last 10 years–  Online reviews management, marketing–  Caring Stars award co-creator

•  Avid online reviewer –  100+ reviews on Facebook, Yelp, Amazon,

Trip Advisor

Denise Graab Director of

Industry Marketing

Presenter: Fiona Lee

FIONA LEE Director of Content & SEO

•  Joined Caring in Sep. 2016–  Oversees editorial, online

community, and consumer reviews

•  10 years of customer support experience

•  Likes to review books on GoodReads

Agenda

•  Quick Refresher on Why This Matters

•  How To: Get Consumer Reviews

•  How To: Respond to Consumer Reviews

•  Case Studies from Caring Partners

•  Q & A

•  Key Takeaways & Next Event

Reviews Influence Consumer Behavior

Has changed how people search–  Shown in search results; can affect ranking–  Prospects click listings with reviews, skip

those without

Generating leads, tours, move-ins–  Senior housing case study: 8x more move-ins–  In-home care case study: 1.5x more leads –  Caring Stars: Average double the volume

Revealing consumer insights

Not All Review Sites of Equal Value

Source:CaregiverJourneySurvey,July-August2016

48% of Prospects Trust Senior Care Review Sites More Than Other Sources

–  19% trust reviews on your websites

–  19% most trust government or healthcare sources

–  12% trust reviews on Yelp, Google

–  Only 2% trust reviews on Facebook

How To: Get Online Consumer Reviews

Quick Poll:

What is your biggest hurdle to getting new reviews online?

Audit & Cleanse Current Online Reputation

Every Listing Has Review Submission Form

Ask About Review Generation Services

•  “Review Us” materials – both online and offline

•  Postcard submission forms

•  Phone collection services

•  Caring.com partnership w/ Home Care Pulse

•  Digital agencies, software

Use Business Website for Review Generation

★

Includedirectlink(s)toyourlis2ng(s)

Identify At Least 5 Potential Reviewers

Experts Paid by Consumers

Geriatric Care ManagerSenior Move Manager

Social Worker

Family or Friends of Resident / ClientAdult Daughter/Son Relative with POA Frequent Visitors

Cognitively-Healthy Customers

Senior Living Residents Home Care Clients

Be Proactive & Thoughtful -- Make It Easy

•  Consider timing

•  Confirm candidate for positive review

•  Use appropriate motivator(s)

Be Ready to Seize Opportunities

•  In-Person: Create “elevator pitch” and hand-outs

•  By Email/Mail: Have “Review Us” response(s)

•  Always get opt-in

•  Avoid “say this”

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 could 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.

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

Tips for Matching Reviewer to Review Site

Be Promotional – Crowd Attracts the Crowd

•  Use your website – excerpt & link to source

•  Put in billing statements and e-newsletters

•  Celebrate in social media

•  Mention at staff meetings and community events

•  Include in marketing materials or ads

Get & Promote Review Awards

Caring.com/BestSeniorLiving HomeCarePulse.com/Awards

How To: Respond to Online Reviews

Don’t Be These Guys …

Your reputation is built by otherswhen you avoid the conversation

Use Review Response to Influence Prospects

32% “Lets me know the business cares and is listening.”

“I don’t think I’ve ever seen a business respond to a review.” 30%

“It depends on what the business says.” 22%

Source:CaregiverJourneySurvey,July-August2016

Some Styles Don’t Apply to Senior Care

“There’s only one side with me. You get the right side. You get the correct version of facts.”

–Kevin O’Leary

“How about a thank you,

you miserable

wee b***h?!” –Gordon Ramsey

Definitely Avoid This …

Tailor your message and be human

Don’t post the same response to every review.

Sorry lawyers, that’s not best practice and consumers do notice!

Remember the Crowd When Responding

Response may not change reviewer’s mind

Response can still influence most of the opinions of listing visitors

Reviewer

Readers of Reviews

Ignore, Contest, or Respond?

Contesting Reviews – Fact vs. Opinion

29

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.”

“We’re a great community. This review is wrong. Remove it now!”

Invalid Removal Requests

AVOID:

•  Review is “old”

•  Don’t like reviewer opinions – many other people have better opinions

•  Advertising threats

•  Irrelevant facts, opinions, or side-notes about the reviewer

Re-Evaluation & Removal Possible

Raise if applicable:•  Prior company/brand name or

owner/manager referenced in review(s)

•  Business closed/re-opened with 100% new staff

•  Review(s) referencing services no longer offered – creating fact error

Read review guidelines – match review content to removal policies where/when you can

Best Practices: Positive Feedback Response

•  Thank the reviewer•  Be authentic and

conversational•  Provide business info

that supports the compliments shared

•  Exclude confidential information and private details

Best Practices: Negative Feedback Response

•  Be empathetic•  Don’t reveal private info•  Consider: acknowledge

mistake(s); mention corrective action

•  Get positive reviews to balance feedback

More Tips for Negative Review Response

•  Avoid taking criticisms personally

•  Be grateful for the feedback – and gracious in your response

•  Remember opportunity to influence others who visit listing!

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.”

How to Respond to Reviews on Caring

•  Request removal if the review has fact errors or guidelines violation –  Otherwise: Publish Response

Caring Partners: •  You get instant New Review Alert

– update email recipients in Partner Portal

•  Click “Post Response” or “Contest this review” for quick, easy, convenient follow-up

For older reviews or non-partner listings: Please email community@caring.com

Caring Partners -- Case Studies

SEO, Brand Awareness, Team Building

•  Uses listing and reviews for “Barnacle SEO Strategy” since 2012

•  Rapidly grew review volume; actively promotes reviews to prospects

•  Earned Caring Super Star status in 2015 – achieved competitive advantage

“No one is a stranger to Google, and when they go to Google,

they’ll find our Caring.com listing and read what everybody else is saying about us…We’ve taken

note of that, and have increased our efforts on Caring.com,

because it’s working for us.”

Jack Fraley, VP

39

Caring Super Star: Willows at Meadow Branch

Award Ceremony & Press Conference

Winchester, VA – April 2014

Earned award in 2014, 2015, 2016

40

Marketing the Award for Reputation, Sales

Award helps community…•  Stand out from competitors•  Celebrate staff and residents/their families•  Gently remind payers about quality services

“Reviews Listening Tour” with Caring Partners

41

What prevents you from getting more

reviews?

What helps you collect reviews?

How do you use reviews in your

marketing?

Concerns about Negative Reviews

42

How to Overcome:

•  Focus on communities with lower occupancy rate

•  Frame reviews as a “grow marketing” tactic

Concerns about Overwhelming the Reviewer

43

“The consumer journey [has] hundreds of real-time, intent-driven micro-moments.” – Google

What Eskaton Did:

Looked out for positive comments Made a personal request Asked the client to write about a couplethings they love

Concerns about Tech/Language Barriers

44

How to Get Volunteers:

•  Post on Facebook

•  Post flyers in your communities

•  Check with local organizations

Concerns about Staff Motivation

45

What Pacifica Senior Living Did:

•  Got CEO & Executive Directors to emphasize reviews

•  Ran building-to-building competitions

•  Gave shout-outs to excelling communities

Q&A

3 Things You Can Do Today (or ASAP)

Identify at least 3-5 consumers who would post positive reviews – remind, ask,

match.

Circulate a positive review

to staff and share it on your Facebook page

too.

Look at your reviews on

Caring.com. Good volume?

Have recent ones? Any need

response?

And a 4th: Craft and post a response to a positive or negative review.

Be There or Be Square: How to Host Memorable, Crowded, Valuable Events Thursday, April 20th, 2017

11:00 AM Pacific / 2:00 PM Eastern

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Thank You!

We Welcome Your Feedback and Suggestions

community@caring.com

More Resources on Our Industry Blog:

http://partners.caring.com

@SrCareReviews(650) 762-8190 company/caring-com