Reputation Management
Novacore Clinics
Multi-Location Healthcare Reputation Management
3.1★ → 4.7★ across 5 locations · 180 reviews generated · 62% more appointment bookings
- ORM
- Review Management
- Local SEO
- Content Strategy
- Google Business Profile
The Project
Overview
Novacore Clinics operates five private healthcare locations across the UK. Their online reputation had deteriorated over 18 months — largely from a volume problem, not a quality one. They had hundreds of genuinely satisfied patients who simply never left reviews, while a handful of frustrated patients had. The result: a 3.1-star average that was actively suppressing appointment bookings, as prospective patients chose higher-rated competitors. We built a systematic reputation programme that reversed this within six months.
The Challenge
The Problem: Silent Patients, Loud Complaints
Healthcare providers face a structural reputation challenge: satisfied patients don't naturally leave reviews — they simply go home and recover. Dissatisfied patients, however, often do. Novacore's 3.1-star rating didn't reflect the quality of care; it reflected the absence of a review generation process. The consequences were real: their Google Business Profiles were ranking below competitors in local pack results, and appointment form submissions had dropped 29% year-over-year.
Pain Points Before Engagement
- 3.1★ average across 5 locations — below the 4.0★ threshold for local pack prominence
- Only 45 total reviews across all locations — statistically unrepresentative
- No process for requesting reviews — reliant entirely on organic, self-motivated reviews
- Appointment bookings down 29% year-over-year — attributed to poor review profile
- Competitor clinics averaging 4.6★ with 150+ reviews — dominating local search
The Solution
Volume, Velocity, and Visibility
The solution required two simultaneous workstreams: generating a high volume of authentic positive reviews quickly, and suppressing the disproportionate impact of negative reviews through sheer volume. We implemented a post-appointment review request sequence across all five locations, optimised every Google Business Profile for local pack ranking, and produced location-specific content to build brand presence in each clinic's catchment area.
Post-Appointment Review Sequence
Automated SMS and email sequence triggered 24 hours after each appointment, with a second nudge at 72 hours for non-responders. Message personalised with the patient's first name and clinic location. Links directly to the clinic's Google Business Profile. Achieved a 31% review response rate.
Google Business Profile Optimisation
All five profiles rebuilt: complete service menus, 25+ professional photos per location, weekly Google Posts, Q&A section populated with 15 common patient questions, and appointment booking link integrated directly. Resulted in local pack ranking improvements at all five locations.
Negative Review Response Protocol
Implemented a 24-hour response policy for all negative reviews, with templated but personalised responses that acknowledge the concern, offer direct contact, and demonstrate GDPR-compliant care without disclosing patient details. Review response rate improved: 0% → 100%.
Location-Specific Content Pages
Built dedicated content pages for each clinic location, targeting location + condition keyword combinations ('physiotherapy [city]', 'private GP [area]'). Interlinked with GBP and optimised with LocalBusiness schema.
Internal Feedback Loop
Implemented a pre-review internal satisfaction survey — patients who report a negative experience are directed to a private internal feedback form rather than public platforms, allowing the clinical team to address issues directly.
Under the Hood
Reputation Infrastructure
Technology Stack
- Review GenerationAutomated SMS (Twilio) + email sequence (post-appointment trigger)
- Profile ManagementGoogle Business Profile API — bulk management across 5 locations
- MonitoringBrand24 — real-time review alerts across Google, Trustpilot, Doctify
- ContentLocation-specific landing pages, weekly GBP posts, patient FAQ content
- SchemaLocalBusiness + MedicalOrganization + FAQPage JSON-LD
- ReportingMonthly reputation scorecard — ratings, volume, local pack rankings
Engineering Highlights
- 180 new authentic reviews generated across 5 locations in 6 months
- 31% review response rate from post-appointment SMS/email sequence
- 100% response rate to negative reviews within 24 hours — industry benchmark is 48hrs
- All 5 clinics entered local pack top 3 for primary service keywords
Measurable Outcomes
The Results
Average Star Rating
4.7★
up from 3.1★ across all 5 locations
Total Reviews
225
up from 45 — 180 new reviews in 6 months
Appointment Bookings
+62%
vs. same period prior year
Local Pack Ranking
Top 3
all 5 locations for primary service keywords
Review Response Rate
100%
all negative reviews responded to within 24h
"Our patients always loved us. Now Google knows it too. Bookings have gone up every single month since the programme launched."
Regional Operations Manager
Novacore Clinics
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