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Case Studies
1650303002

Synevo Success Story: How to Manage the Reputation of a Medical Brand on the Internet

Service: SERM.

Niche: Medical laboratory.

Results: Positive reviews about the brand on key queries went from 90% to 100% in 10 months.

The Client

Synevo is a part of the medical holding company Medicover (Sweden). It has been operating in Ukraine since 2007. Currently, there are over 350 laboratories in more than 150 cities of Ukraine, in which greater than 350 000 clients are being serviced. In 2021, Synevo serviced 5.5mln clients and performed 31.5mln medical tests.

The Challenge

The client faced the problem of negative reviews that had become a main source for the publication. Then, bad reviews appeared on some information websites and social media. This affected the brand negatively and the company decided to approach Netpeak.

The Solution

  1. First, we evaluated the current situation with the company reputation. We selected key queries for which there might be negative reviews, target regions where some improvements could be made, and decided on tone of voice for each platform on top 10 search query results. As a result, 10 priority links were selected. These were: [brand] feedback + search engine + region.
  2. We worked with platforms on which users left reviews. Most of them were highly ranked. Hence, we decided that it would be better to change the internal tone of voice for these websites. The following actions were taken to achieve the results.
  • Similar rules were analyzed in detail for each platform.
  • Review lists were prepared and reasons for removing them were indicated separately.
  • The final lists were sent to the moderator of each platform.

In most cases, the reviews were removed.

  1. We performed basic automatization of the website with reviews from Synevo and launched a display advertisement for this website.
  2. Articles that had a positive and neutral tone of voice were promoted to the top 10.
  3. Articles were also placed on Wikipedia.
  4. Google Business Profile was optimized using the following strategy.
  • We prepared recommendations for branch card optimization, including updated contact details and information about services and attributes.
  • Next, we responded to all unanswered questions and customer reviews.
  • We also collected reviews that were violating the guidelines of Google Business Profile and requested them for deletion.
  1. The YouTube channel was optimized. We prepared ideas and themes for new videos and recommendations for optimization.
  • The channel description was added.
  • Titles and video descriptions were optimized.
  • Tags were added.
  • Thumbnails were added to the videos.
  • Playlists were used to structure the channel.
  1. ORM was preceded by the client. Online Reputation Management is a critical part of the strategy. In order to obtain positive results, both SERM and ORM must work together.

The Results

Key phrases by 6 regions (+ another variation for one of the key regions): [brand] reviews + search engine + region.

Link № 1

Top 10

1 month of partnership

2 months of partnership

5 months of partnership

8 months of partnership

10 months of partnership

1

review website

review website

review website

review website

synevo.ua

2

review website

review website

review website

review website

medical portal

3

review website

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review website

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4

review website

forum

review website

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5

forum

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6

review website

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synevo.ua

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7

review website

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forum

synevo.ua

forum

8

review website

medical portal

medical portal

review website

review website

9

review website

review website

review website

review website

info article

10

medical portal

review website

review website

forum

info article

Link № 2

Top 10

1 month of partnership

2 months of partnership

5 months of partnership

8 months of partnership

10 months of partnership

1

review website

review website

review website

synevo.ua

synevo.ua

2

review website

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synevo.ua

3

review website

synevo.ua

review website

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info article

4

review website

synevo.ua

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5

review website

synevo.ua

review website

review website

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6

forum

forum

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medical portal

7

forum

review website

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8

forum

forum

forum

review website

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9

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synevo.ua

medical portal

forum

10

review website

review website

medical portal

forum

review website

Link № 3

Top 10

1 month of partnership

2 months of partnership

5 months of partnership

8 months of partnership

10 months of partnership

1

review website

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review website

synevo.ua

synevo.ua

2

review website

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3

review website

forum

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4

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5

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medical portal

6

forum

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7

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8

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medical portal

medical portal

medical portal

review website

9

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forum

info article

10

review website

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info article

info article

Link № 4

Top 10

1 month of partnership

2 months of partnership

5 months of partnership

8 months of partnership

10 months of partnership

1

review website

review website

review website

review website

synevo.ua

2

review website

forum

review website

synevo.ua

review website

3

forum

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4

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synevo.ua

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5

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synevo.ua

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medical portal

6

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medical portal

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9

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synevo.ua

review website

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10

review website

review website

medical portal

medical portal

info article

Link № 5

Top 10

1 month of partnership

2 months of partnership

5 months of partnership

8 months of partnership

10 months of partnership

1

synevo.ua

synevo.ua

synevo.ua

synevo.ua

synevo.ua

2

info article

info article

social network

encyclopedia

synevo.ua

3

directory

review website

info article

info article

synevo.ua

4

directory

info article

job site

social network

synevo.ua

5

review website

directory

encyclopedia

social network

synevo.ua

6

directory

directory

directory

info article

synevo.ua

7

directory

directory

directory

job site

synevo.ua

8

medical portal

directory

promo codes

info article

synevo.ua

9

job site

directory

info article

promo codes

info article

10

info article

medical portal

social network

info article

encyclopedia

Link № 6

Top 10

1 month of partnership

2 months of partnership

5 months of partnership

8 months of partnership

10 months of partnership

1

review website

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2

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social network

synevo.ua

3

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forum

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social network

4

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medical portal

5

forum

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6

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forum

7

review website

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forum

review website

8

review website

review website

medical portal

review website

info article

9

review website

review website

synevo.ua

synevo.ua

review website

10

medical portal

medical portal

review website

medical portal

info article

Link № 7

Top 10

1 month of partnership

2 months of partnership

5 months of partnership

8 months of partnership

10 months of partnership

1

review website

review website

review website

review website

review website

2

review website

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review website

social network

social network

3

review website

forum

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4

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5

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review website

6

forum

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forum

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synevo.ua

7

review website

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medical portal

8

review website

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medical portal

forum

forum

9

review website

medical portal

review website review website

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10

medical portal

review website

synevo.ua

synevo.ua

review website

Testimonials

Яна Дехтяр

Yana Dekhtyar, Marketing Director at Synevo:

Before cooperating with Netpeak, the company had not focused on:

  • Top 10 search query results considering link “brand + reviews”;
  • reviews on Google Maps;
  • reviews and official presence on independent review websites;
  • presence of official brand page on Wikipedia;
  • correct work with its review forum and YouTube channel;
  • reviews from not only clients but also previous employees of the company;
  • we did not have PR as a separate department.

We often say that prevention is better than cure. Netpeak has become in some way our family doctor, helping to find the cause of the problem in time and eliminate it before it becomes a serious disease.

Александр Даценко

Alexander Datsenko, Team Lead of the project management team at Netpeak:

Our specialists had analyzed current situation with brand reputation on the Internet even before the contract was signed, and prepared a work plan, distributed responsibilities and identified critical areas.

We were positively surprised by how the Synevo team quickly and professionally got engaged and promptly realized our recommendations. This is a result of an excellent collaboration, attention to detail, and the involvement of the customer.

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