Reputation Management

Healthcare Digital Marketing Expert Says Location Data & Reputation Management is Critical

Healthcare Digital Marketing Expert, Lane Houk, teaches Healthcare executives that location data and reputation management is critical for Health Providers and Health Systems. Many, if not most, of healthcare providers are multi-location enterprises, whether that’s a 3 location primary care group, an Urgent Care network of 7 or 8 locations, a large orthopedic group with dozens of locations or a larger health system with hundreds to thousands of locations.

Brand Equation is a full-service brand consulting and digital marketing agency based in Tampa, FL with special expertise in multi-location enterprises.

In fact, Houk says, “the larger the enterprise, the more locations you have, typically the bigger the problems because most large multi-location enterprises have never had a strategy coupled with proper technology to truly handle and manage, much less optimize, their location data for all these locations.”

“Add in reputation or online review management and monitoring along with social media management and monitoring and you have a real mess out there,” says Houk who is a recognized expert in this area of digital marketing. “Multi-location enterprises present a unique challenge because the data and online presence for a single location encompasses many dozens of data endpoints, business listings, social media and online review sites. Once you have multiple locations, the location data management becomes nearly impossible without a strategy and digital marketing software technology in place.”

Why should a healthcare executive in the C-suite care? Ask the customers who spent 45 extra minutes trying to find one of your imaging locations for a scheduled test but the Google business listing for said location had the wrong, outdated address on it which resulted in the patient being taken to the wrong address which resulted in a very upset and frustrated patient who ended up missing the diagnostic test thus leaving a 1 star review for the imaging center.

Real-life scenarios play themselves out like this every single day and for the larger healthcare providers with 50+ locations, this can ruin your brand name in the community quickly if left unchecked and unmanaged.

According to in a 2018 survey, “a company’s online star rating is the #1 factor used by consumers to judge a business” and in February 2017, Healthgrades conducted consumer research and found that “Consumers also hold physicians to a higher standard than they do other business service providers. They will not use a business rated below 2.7 stars, on average. But when selecting a doctor, they will not consider a provider rated below 3.2 stars.”

“One of the biggest challenges our clients face is managing their location data and their online reputation effectively and staying out in front of building a 5-star brand online across the directory, social and review ecosystem,” says Houk. Moving from one office to another or changing locations, getting a new phone number, or expanding and adding a new location to the business are just a few reasons that Lane Houk cites as reasons that most businesses are way behind in properly and accurately managing their online reputation and their online location data in directory listings and online business profiles such as Google MyBusiness, Yelp, Insider Pages, Citysearch and many others in this greater online ecosystem.

Brand Equation, the digital agency that Houk founded in 2010, is at the forefront in helping multi-location enterprises develop a system and strategy to corral the location data around each location which includes optimizing the location presence in the Google and Apple Maps ecosystems to help consumers navigate to the location properly in mapping apps like Google Maps, Waze and Apple Maps. Additionally, Brand Equation has a technology platform that combines Listings Management, Reputation and Review Management and Social Media Management in one unified cloud marketing platform.

“Deploying a simple yet sophisticated technology marketing stack with a system and strategy yields great success for our clients,” says Houk. For those interested in learning more about the solutions Brand Equation offers, contact Lane Houk to schedule a live demo and consultation.


Brand Equation is a full-service consulting and digital marketing agency with core competencies in brand creative services, website development, custom software solutions, mobile web development, mobile apps, reputation management, social media marketing and omni-channel digital ad campaigns.


4030 Wake Forest Rd #300 Raleigh, North Carolina 27609 United States 8444627263 [email protected]

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Online Reputation Management for Executives & Professionals Critical

More and more professionals and executives are starting to hear the term “Executive Reputation Management” or “Online Reputation Management” but most are still wondering why online reputation management for executives and professionals is necessary or, as we put it, critical in today’s digital economy.

Here’s the really simple and short answer: 87% of people surveyed reported that the next thing they do after being referred to a business or a professional is…. you probably guessed it, they Google search the person’s name, the business name or both. What do they find about you is the next question? Can they find you on page one of search results? If they do, what do they find? Is everything they find strategically in search or are you relying on Google exclusively to show your prospects and customers what it thinks is best?  Is it positive, negative or neutral? You get the point.

Want another equally critical statistic to know if you are a professional? —90% of executive recruiters Google candidates before making a hire and 75% of all HR departments are required to search online about a candidate before a hiring decision can be made. 

Online reputation expert, Lane Houk, teaches the CSuite and executives on why they can no longer ignore this area of online personal brand management. “Buying decisions are made on trust. Namely, trust that the desired outcome will be achieved. In today’s digital economy, people search, scan and quickly arrive at trust-based conclusions simply using reviews and online reputation ratings as the basis for their conclusions,” says Houk, CEO and Managing Partner of , a brand consulting and digital marketing firm based in Tampa, Florida

With 90% of the US population owning smartphone, that’s approximately 270 million daily users with instant access to the internet and information on anyone and anything. Google’s search algorithm is very “brand-centric” and the algorithm looks to identify brand names, and yes that means personal brand names as much as company name.


Managing your reputation online as an executive or professional certainly means doing business with honesty and within all ethical standards for your industry but to truly build a 5-star reputation online, your customer experience needs to be designed for a 5-star experience. This means strategy needs to be applied. Once you have a customer journey mapped out and married to proper delivery system(s) for your business, you can then shift to the effort of translating 5-star customer experiences to your online reputation.

Every executive and professional should have their own name, company name and variants setup in a free Google search alert. This would be absolute minimum for monitoring your online reputation. Companies like Brand Equation offer reputation management software which automates much of the reputation management process. Great reputation software will also help the user proactively build a 5-star reputation online with reputation marketing automation and social media integrations.

Company executives should have all C-level executives in a robust reputation management campaign. Quite frankly, companies can no longer afford to think of this as optional. The stakes are too high and the costs too insignificant comparatively to justify inaction.


Getting started is fairly straightforward and simple at a high level. Develop a pro-active strategy to monitor, manage and market a 5-star reputation for your personal brand. Monitoring can be as simple as free Google alerts to more robust solutions. Managing means delivering a 5-star customer experience consistently and predictably as much as is possible. This does not happen by accident and many companies would be well-served in retaining the consulting services of a company like Brand Equation to identify gaps, weaknesses and opportunities in the customer experience (cX) journey and delivery/fulfillment systems.

Reputation management tools and software are largely ineffective unless they are married to a well-documented strategy. Each personal brand is unique and carries with it it’s own set of unique characteristics that should be accounted for in the executive reputation management strategy and mindmap.

If you are looking for a reputation management consultant or a customer experience consultant, contact recognized expert, Lane Houk with Brand Equation to setup a complimentary initial consult.

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