Article

A Strategic Approach to Reputation Management for Non-Acute Healthcare Providers

October 17, 2025
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A brand’s reputation is important because it establishes trust, influences consumer decisions and directly impacts a company’s ability to attract and retain business. The same holds true for non-acute healthcare providers, which is why they must manage their brand and reputation.
 
According to Gartner, “Reputation management is the practice of influencing stakeholder perceptions and public conversations about an organization and its brands.” In non-acute healthcare, a good reputation helps appeal to and retain both patients and staff members.
 
 “A strong reputation fosters patient loyalty, helps attract top talent and strengthens partnerships with insurers, vendors and investors,” according to Lauren Helm PR.
 

Reputation management is important because:

  • Nearly 75% of patients read online reviews as the first step when searching for a new physician.
  • 93% of executives agree that building and maintaining trust improves the bottom line.
  • Organizations facing a crisis need three to four years to fully recover their reputations.

For non-acute healthcare providers, reputation management is key to building patient trust. However, maintaining that trust requires consistent oversight and a proactive approach to spotting potential issues.
 
“It involves monitoring online reviews, responding to feedback, and implementing strategies to enhance a practice’s image, ultimately leading to improved patient retention and satisfaction,” according to Ossisto.
 
Facility stakeholders may be surprised to know how much value current and potential patients place on reviews. In fact, 85% of people trust reviews as much as a personal recommendation from someone they know.

BUILDING CONFIDENCE AND CREDIBILITY

Effective reputation management includes:

  • Understanding patients’ perceptions
  • Paying attention to conversations
  • Responding quickly to negative posts or comments
  • Taking proactive steps to enhance a facility’s reputation

These efforts help build trust and credibility while also positioning the facility as a responsive, patient-focused organization.
 
One way to establish trust is to encourage satisfied patients to leave online reviews. “Patient feedback plays a critical role in healthcare online reputation management, influencing how potential patients perceive a healthcare provider and shaping the overall brand image of a practice or hospital,” according to Ossisto.
 
With patients spending time researching providers online, having a strategy for reputation management is essential in today’s digital world. “Patients don’t just choose healthcare providers; they research, compare and rely on online reviews to make informed decisions,” Centripe explains. “Your reputation is no longer confined to word of mouth—it’s now displayed for all to see, shaping trust and patient choices.”

MONITORING PATIENT REVIEWS TO PROTECT A FACILITY’S REPUTATION

Having a line of sight into patient reviews entails monitoring platforms such as Google, Yelp, Facebook and industry-specific sites like Healthgrades. As a best practice, facilities should respond quickly to both positive and negative online reviews and ratings. This includes thanking patients publicly for favorable reviews.
 
Organizations can highlight positive themes from patients across marketing channels. This is one way for facilities to take a proactive approach to enhancing their reputation. “Use your website, blog and social media to show positive testimonials, case studies, awards and achievements that improve your reputation,” according to Reputation X.
 
Another benefit of having a strong online presence is that it boosts a facility’s visibility in online search results. Being one of the first names to appear in search rankings can attract new patients at the moment they’re searching for care.
 
“Google factors in reviews, ratings and engagement metrics to determine search rankings,” according to SOCI. “Brands with high positive interactions rank higher and receive more traffic.”

“By taking a proactive approach and having the right partnership, facilities can use patient feedback to strengthen their reputation and build long-term trust.”

TAKING CONTROL OF A PROVIDER’S BRAND

Patient reviews can be a valuable source of insights into the practice. For example, by actively monitoring and learning from reviews, facilities can identify recurring issues and make improvements.
 
To encourage feedback, organizations should make it easy for patients to provide reviews, either through follow-up emails, their website or on social media channels. Staff can help by encouraging satisfied patients to share their positive experiences in reviews, helping to enhance the facility’s reputation.
 
Monitoring feedback can be a time-consuming process, which is where a group purchasing organization (GPO) can help. For instance, Provista offers clients a contract with the company PalAmerican Security, which offers staffing security professionals for both healthcare and non-healthcare organizations. The company has a platform to help organizations monitor their reputations and security risks to bring awareness to what’s being said about them.
 
Providers can talk to their GPO about contracts with suppliers that specialize in reputation management strategies and technologies to help protect their brand. By taking a proactive approach and having the right partnership, facilities can use patient feedback to strengthen their reputation and build long-term trust.

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