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For many marketers, the once calmer seas of reputation have been roiled by the COVID-19 pandemic. Health care marketers’ reputations have been particularly impacted. In this article, Forbes’ Paul Talbot interviews Rebecca Biestman, CMO of Reputation.com, about how reputation data can be measured, monitored and acted on.

COVID-19 brought about the explosion of telemedicine for obvious reasons — quick and convenient access between patient and provider, maintaining patient load to prevent appointment cancellations, and — most important — safety for both patients and providers.

“Why would I want to go to a doctor’s office now if I don’t have to?” is today’s common sentiment. “We are hearing from clients who have seen anywhere from 300 to 3,000 percent increase in telehealth. One [client] onboarded four different telehealth partners because the initial process wasn’t able to handle it all,” says Annie Haarmann, senior director of healthcare strategy at Reputation.com.

The success of an automotive retailer’s business has always been contingent on company values and rapport within the local community. With the rise of social media, businesses encounter new challenges in marketing as reputation moves away from the business’s self-crafted image and instead to a feedback-economy that depends upon consumer reviews on platforms like Google, Yelp, and Twitter.

by Michael Fertik, Founder of Reputation.com
It’s easy to point fingers when something’s not going well. Take, for example, negative customer feedback about a product or service.