Negative Reviews - Mitigation and Removal For a Biotech Company
Reputation Management for Biotech Company
Negative Reviews - Mitigation and Removal For a Biotech Company
Client: Biotech Company - Mitigation and removal of negative reviews
Client Overview
This biotech company had achieved a breakthrough with its advanced DNA testing product, earning national attention and acclaim. However, their reputation began to be sullied as bad reviews appeared on sites such as Yelp and Google, as well as several negative reviews in blogs and some mainstream media. Potential causes included a lack of knowledge about the product by the customers, a period of compromised customer service due to logistical issues, and negative feedback possibly generated by a competitor attempting to sabotage the company.
The Challenge
This negative attention was beginning to have an adverse effect on their sales and revenues. The challenge was to overcome the negative impact to the company’s bottom line by implementing review removal solutions, focusing on customer feedback, and improving overall service quality to mitigate the impact of negative feedback while generating new, positive attention.
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Mitigate the damage caused by the negative reviews and remove when possible
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Improve the company's overall online rating across review platforms.
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Restore the brand's reputation to attract new customers and regain customer trust
The Strategy & Key Tactics
Our team implemented a multi-pronged strategy that combined public relations and review management techniques to address the negative reviews and enhance the company’s reputation.
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Review Flagging and Removal: We monitored for negative reviews/stories and had them removed whenever possible by following the guidelines and requesting the reviews be removed if deemed inappropriate by each review site, in addition to other tactics for removal. We identified multiple reviews that violated platform policies and worked with review sites to have them removed. By following the official flagging processes, we succeeded in having some of the most harmful reviews taken down.
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Engaging with Negative Reviews: We worked closely with the client to respond to the negative reviews publicly and privately. For each review, we crafted sincere and solution-oriented responses, apologizing for the inconvenience and explaining the context of the logistical issues. This demonstrated that the company cared about its customers and took the criticism seriously.
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Proactive Reputation Building: We encouraged satisfied customers to leave positive reviews to help counterbalance the negative ones. This involved creating an automated follow-up email system where guests who had a positive experience with the product were asked to review it.
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Public Relations Campaign: To control the narrative and reduce the focus on negative reviews, we initiated a PR campaign that highlighted the company's strengths. We worked with local media outlets and bloggers to secure coverage including product reviews. This positive press coverage helped push down the negative content in search engine rankings. In each case, we ensured that recipients had a complete understanding of how the product worked, the proven science behind it, and a clear sense of how the results were generated.
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Content Development: We developed various forms of quality content that ranked well in the search engines, pushing the negative reviews further down.
Key Results
The company restored its reputation, improved its online presence, and regained customer trust, demonstrating the power of proactive reputation management in mitigating the impact of negative reviews.
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Improved Ratings: Within several months, the company’s average rating improved from 2.6 stars to 4.4 stars across platforms.
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Decreased Visibility of Negative Reviews: Through content development and increased positive reviews, the negative reviews were moved from the front pages of search engine results, and the overall perception of the brand improved.
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Restored Customer Trust: All of these strategies collectively helped to restore trust and credibility to our client. The campaign also drove traffic and increased sales for the company. Customer service levels were remedied and their positive reputation rebuilt through our efforts.
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Increased Positive Brand Recognition: The Mackasey Howard team successfully increased brand recognition for the company throughout North America. Coverage included digital publications, news outlets, and blogs, as well as radio and podcasts. Our client appeared in such publications as Bustle, Reader’s Digest, Forbes, Business Insider and MSN.