Online Reputation Management: Boston Children’s Hospital Reaps the Benefits — and It’s Just Getting Started
// By Jane Weber Brubaker //
Boston Children’s Hospital recently received highest honors from U.S. News and World Report as the nation’s number-one children’s hospital for 2018-2019, for the fifth year. “Boston Children’s Hospital tops this year’s Honor Roll and ranks No. 1 in three of the 10 specialties; neurology and neurosurgery, nephrology and orthopedics,” the June 2018 announcement states.
Even with such a stellar clinical reputation, Boston Children’s Hospital needed a way to manage its online reputation. Two years ago, no one was looking at the big picture, or overseeing the process from an enterprise perspective.
William Gagnon is senior director, digital at Boston Children’s. “Becca Jeanjean was on the web production team for one of the health system’s service lines when I pulled her into the digital marketing team,” Gagnon says. “We wanted to get into this untapped area and she launched her approach with the service line she was working with as proof of concept.”
Jeanjean recognized the need for one “center of truth” for physician profiles and location listings. “The reality is a lot of profiles hadn’t been touched in a while and they weren’t accurate, or some providers had left,” she says. “So, coming into this, I saw it as an opportunity to simultaneously update these profiles as well as update everything that’s external.”
Today, as online reputation manager, she has created internal systems to manage physician profiles as well as location listings. “I try to think about the patient and what a patient might Google first,” she says.
Through Jeanjean’s efforts, Boston Children’s has seen a dramatic increase in the number of incoming calls through Google My Business. “It’s competing with the website in terms of volume,” says Gagnon.