Springbrook: Protecting Trust and Building Confidence
CLIENT GOALS
Springbrook Autism Behavioral Health (Springbrook), located in Traveler’s Rest, S.C., is a state-of-the-art campus and nationally renowned program for the treatment of autism in children and adults ages five through twenty-one.
Like many medical facilities, Springbrook faced challenges with its online reputation — particularly because negative healthcare experiences are more frequently shared than positive ones. Additionally, reviews from an unrelated sister facility on the same physical campus were often mistakenly directed at Springbrook, causing confusion and misconceptions.
In 2021, seeking to better reflect the quality of its care and strengthen its public presence, Springbrook partnered with JDPR to help position Springbrook as a top-tier autism behavioral health resource both for families considering treatment and highly qualified professionals exploring career opportunities.
Objectives
- Monitor, protect and grow Springbrook’s brand reputation among target audiences, driving engagement across review platforms.
- Improve perceptions of Springbrook by key audiences—including prospective patient/client parents, employees, media and the general public—through direct and dedicated management of online reviews.
- Encourage prospective families to seek care for their children at Springbrook.
- Preserve Springbrook’s ability to recruit and retain high-quality personnel in the local market.
- Promote Springbrook’s identity as a separate care facility from its sister property to eliminate confusion and any misdirected reviews.
TACTICS
- JDPR conceptualized and executed a strategy to secure positive brand exposure for Springbrook in online review platforms, elevating the Springbrook brand name among staff, prospective staff, parent-clients, parent-client prospects and the general public.
- JDPR helped produce a 30-second video featuring front-line employees speaking about their positive experiences working at Springbrook for promotion on the client’s social media channels to demonstrate Springbrook’s commitment to the families they serve.
- JDPR helped produce a 30-second parent testimonial video voicing a positive experience with Springbrook; subsequently promoted the video to highly targeted demographics via streaming platforms and the client’s social media channels to raise positive brand awareness among prospective parents of children with autism.
THE IMPACT
- Increased Springbrook’s overall online presence by highlighting responsiveness and empathy.
- Increased the number of patient/client and employee reviews by more than 41% in the first year, nearly doubling the number of positive reviews.
- In just one year, with dedicated intervention, Google ratings were boosted by 23%.
- In just one year, with dedicated intervention, half of the posted unrelated reviews were removed.
- By the end of the second year of ORM, the number of overall positive reviews outweighed the number of negative reviews by nearly 20%.
