Synevo Achieved 100% Positive Brand Queries with Reputation Management

Synevo Case Study
Synevo, part of the Swedish Medicover medical holding, operates more than 350 laboratories across Ukraine, serving over 5.5 million clients annually. Despite its strong reputation, Synevo faced challenges with negative online reviews, which impacted its credibility and brand perception.

Project objectives

Eliminate negative reviews and improve brand perception
Ensure positive or neutral results for key brand queries

Results

+100%
Positive reviews across key queries in six regions

Services provided

Industry

Project timeline

January 2022–October 2022

Synevo Needed to Rebuild Trust and Improve Online Reputation

Negative reviews across information platforms and social media undermined Synevo’s credibility and presented challenges in maintaining customer trust. These issues were especially pronounced for queries combining the brand name with “feedback” and regional keywords.

Synevo partnered with Netpeak to design and implement a comprehensive SERM and ORM strategy to mitigate the impact of negative reviews, enhance positive visibility, and rebuild customer trust.

Cooperation Goal:

Eliminate negative reviews for key queries, improve brand perception and ensure consistent, positive representation across digital platforms.

Our Strategy

Our strategy empowered Synevo to achieve 100% positive reviews on key queries

Remove negative reviews through direct engagement with platform moderators and violation reporting

Promote positive and neutral articles to the top 10 search results for key queries

Optimize Google Business Profile and YouTube channels to enhance credibility and user engagement

Structure ORM efforts to build a foundation for sustained reputation management

Eliminating Negative Reviews and Enhancing Positive Visibility

Our first priority was to address negative reviews and replace them with positive or neutral content to improve Synevo’s reputation across key platforms.

We identified and engaged with review platforms hosting negative feedback, preparing detailed removal requests supported by specific violations of platform guidelines

By strategically promoting articles with a positive or neutral tone, we ensured that they occupied top positions in search results, reducing the visibility of negative content

We automated processes for publishing reviews on Synevo’s own website, creating a centralized repository of positive feedback that boosted credibility

Optimizing Google Business Profile for Trust and Transparency

To enhance Synevo’s local presence and improve customer engagement, we implemented a strategic optimization plan for their Google Business Profile.

By updating contact details, attributes and service information across all branch cards, we ensured accuracy and reliability

We responded to unanswered customer reviews and addressed concerns to demonstrate responsiveness and care

Our team identified reviews that violated Google’s policies and requested their removal, successfully mitigating negative content

Strengthening Synevo’s Brand Presence on YouTube

We optimized Synevo’s YouTube channel to enhance its visibility and engagement while presenting the brand as an authoritative and trusted player in the medical laboratory field.

We created SEO-friendly titles, descriptions and tags for existing videos, improving discoverability and engagement

By adding thumbnails and structured videos into playlists, we created a professional and organized viewing experience

We developed ideas and themes for new videos to align with customer interests and industry trends, expanding Synevo’s reach and relevance

Our average time-to-proposal is  3 days
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Project Review

Before partnering with Netpeak, the company had not focused on critical areas such as achieving top search query results for “brand + reviews,” managing reviews on Google Maps, maintaining an official presence on independent review platforms or creating a Wikipedia page for the brand. We also neglected proper engagement on their review forum, YouTube channel, and reviews from both clients and former employees. Additionally, we lacked a dedicated PR department to address these areas effectively. Netpeak acted as our family doctor, identifying root causes of potential issues and implementing preventive solutions to resolve problems before they escalated into major challenges.
Yana Dekhtyar
Marketing Director at Synevo
Yana Dekhtyar
Marketing Director at Synevo

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