How to take control of your brand’s reputation

Managing your company’s image from the get-go

Talk to nearly any healthcare marketer today and the topic of “healthcare consumerism” almost always comes up. Armed with powerful search engines, ratings and reviews, and dozens of targeted articles and blogs, consumers and organizations are more likely to do business with or partner with those that can fit their specific needs and have a credible, trusted reputation.

Maintaining a strong corporate reputation in the healthcare industry is a competitive advantage that drives brand recognition, acquisition, revenue and standing in the market. The same way an organization must continuously develop, improve and strengthen its service lines and business strategy, it must do likewise to its reputation.

Read this recent O’Dwyer’s article that provides reputation management strategies to consider as an integral part of your communications plan. 

Tapping influencers to extend the reach of your brand

As the old saying goes, “It’s not what you know, it’s who you know.” When it comes to marketing, that rings true, and it’s why influencer marketing is becoming increasingly vital for brand awareness. Getting your products and business in the hands—and on the social media platforms—of influential and significant social engagers can catapult a brand to success.

For leading brands, it’s important that customers perceive their organization as credible, trustworthy partners. The 24-hour news cycle has given rise to voices that are heard beyond traditional channels (i.e. television, radio, newspapers, etc.). Everyone’s a journalist these days, and it’s more important than ever to have organic brand advocates and strong relationships to support your media relations efforts.

When identifying influencers to target as your brand advocates, follow three pieces of advice listed out in this blog.

Protecting your reputation day-to-day, not just in a crisis

Crisis communications and reputation management often go hand in hand: A crisis occurs and the reputation of the company has to be built back to what it once was. Yet, why should the reaction to a crisis define your reputation plan?

Listen to this podcast featuring Dodge Communications’ Chowning Johnson, executive vice president of account management, and Kelcie Chambers, account director, discussing brands that have managed well (and some that have managed poorly) with reputation after a crisis and best practices for proactive reputation management.

Takeaways include:

1. How the definition of reputation has changed and the opportunity it provides to both B2B and B2C companies to impact customer loyalty and its bottom line
2. What proactive and effective reputation management looks like
3. The value of happy, dedicated customers and how to leverage their voices to increase brand awareness and improve reputation and perception
4. Immediate next steps to include reputation management in any marketing and communication plan

 

Leveraging the power of PR to drive growth, credibility and loyalty

In the current consumer-driven landscape, it’s imperative for brands to acknowledge that our society is dealing with presumptuous distrust in organizations, the government and the overall establishment. Consumers are turning to each other, rather than trusting the organizations they support. In fact, consumers are 12 times more likely to trust customer reviews than descriptions from companies themselves.

We developed an eBook that provides insight into building a robust PR program with nuances that turn customers into true believers. Hear from our leading experts at Dodge as they share our understanding of trust dimensions and drivers to enable clients with programs to raise brand awareness, cultivate relationships and bring about desired actions.