How Healthcare Reputation Management Boosted Roswell Park’s Patient Experience
Reputation Staff Writer
Roswell Park Comprehensive Cancer Center transformed its patient experience by taking proactive control of their healthcare reputation. Through a partnership with Reputation, Roswell Park has leveraged review management, feedback analysis, and digital engagement strategies to build trust, improve patient satisfaction, and increase visibility.
In a recent webinar, Roswell team members Evelyn Ezquerro and Daniel Cave walked through their journey, highlighting practical lessons in healthcare reputation management for providers. Here are the highlights:
One of the very first things you’re going to see is the online star ratings for that business… In many cases, that’s the first impression.”
— Daniel Cave, Digital Marketing Manager, Roswell Park
Turning Insight into Action with Reputation
Prior to Reputation, Roswell Park’s Google rating was 3.6 stars with only 14 reviews. This didn’t match the actual quality of care patients were receiving. Leadership realized their online reputation needed active management to reflect the true patient experience and build trust in patients searching for healthcare services.
We were lucky that our leadership recognized this was something we needed and supported it right out of the gate.”
— Daniel Cave, Digital Marketing Manager, Roswell Park
Roswell Park partnered with Reputation to transform its reputation strategy. The team began sending email requests and using QR codes to encourage patients to share their experiences along the patient journey such as infusions, scans, and doctor visits. Centralizing this feedback allowed Roswell Park to get a fuller picture.
Results: Over 10,000 Reviews and a 4.8 Star Rating
The changes led to a dramatic increase in reviews rising from a few to more than 10,000. The Google rating climbed from 3.6 stars to an impressive 4.8. More than 92% of the reviews were positive. Throughout the process, Roswell Park ensured HIPAA compliance and created thoughtful on-brand response templates to respect patient privacy and ensure professionalism.
Now it’s all in one place. Whether they had an infusion, a scan, or a physician visit, it’s one spot–and that allows us to look at the entire patient experience.”
— Evelyn Ezquerro, Online Marketing Specialist, Roswell Park
Incorporating Feedback Into Patient Experience
Generating reviews was just the beginning. Today, the team ensures feedback reaches the right people by sharing monthly review compilations with both physicians and patient experience teams. This broad distribution helps make the insights actionable across departments.
Positive reviews often specifically mention frontline staff such as nurses, check-in personnel, and even janitorial staff. These acknowledgments are sent directly to the respective teams to recognize and reinforce exceptional care and service through the organization.
To further promote a culture of appreciation and transparency, Roswell displays rotating review highlights on hospital televisions in public spaces. This real-time sharing of patient praise helps create a welcoming atmosphere.
Physicians and their administrative teams actively engage with the Reputation platform. This enables them to monitor their individual reviews closely and continuously improve care quality.
A key part of the process is the team’s dedication to responding to reviews promptly. By actively engaging with patient feedback, Roswell demonstrates that it values patient voices and is committed to listening and improving. This responsiveness plays a crucial role in reinforcing a patient-centered approach to care through strong healthcare reputation management.
Accurate Business Listings Improve Local SEO
Keeping online profiles accurate and current for 120+ physicians posed a challenge for Roswell Park. Without a centralized system, manual updates were tedious and time-consuming.
With business listings, Roswell Park can quickly update physician details like phone numbers across multiple platforms including Google, Bing, Healthgrades, and Vitals. Current photos and accurate location information improve SEO and enhance the patient experience.
Additionally, the platform provides Roswell’s teams with valuable data–clicks for calls, directions, and visits to physician bio pages. This gives the team measurable insight into how patients find and connect with their physicians online.
Additional Highlights From the Roswell Park Reputation Journey
Other webinar topics include how the provider uses custom review widgets on physician bios and disease-specific pages to highlight the most relevant patient feedback, filtering reviews by source and sentiment.
Participants advised healthcare teams just starting out to begin small, focusing on manageable tasks like Google reviews. Building workflows that involve marketing, IT, legal, and care teams is essential to scaling effectively. Embracing all feedback with empathy and transparency has been critical to success in healthcare reputation management.
View the webinar to hear more about Roswell Park’s reputation journey, including practical tips on QR codes, widget customization, responding to feedback, and to discover how this cancer center turned patient feedback into a strategic advantage.
