What do I mean by “Your Online Reputation Could Sink Your Business?”
Well, when it comes to prospective patients, the first thing they do today is their homework.
We call these people the educated customer. When they decide they want to get a breast augmentation, braces, or anything else, they hop on Google, type in what they are looking for and begin their review of the providers in their area that offer that service.
When they are checking out who they want to talk to or visit, they look at a few primary things.
- Who is at the top of the search result, and I do not mean the top 10 organic search results, I mean the top 3 local maps results that pops up in the top of the search page.
- They look at the star rating for the top providers
- They look at the number of reviews you have received
- They then will visit your website
- Then some will even go to your social media pages to see what kind of things you are posting about, the images and videos of your work, and what people are saying there.
If you are one of the lucky providers that is visible in the top 3 maps listing, or if you are not but the potential patient goes to see the other providers further down the map search, the first thing they look at is your reviews.
If your reviews are under 4.0 and in a lot of cases under 4.5 and you only have a couple of reviews, or maybe you do not have any reviews, you are going to get skipped. According to BrightLocal, 88% of consumers read online reviews, and 85% of people trust them just as much as a personal recommendation.
So if you are not getting reviews, improving your reviews, and responding to negative reviews, you are likely excluding 88% of your potential customers.
I think most of us have seen this commercial by now:
This is exactly what is happening when you have no reviews or low rating reviews.
Tell me this, who would you call first out of these providers?
I went straight to #2 and #3 to research further and so will your potential patients.
If you are in this boat, life is not over, your practice is not going to suddenly close its doors, you simply need to take the appropriate steps to improve your online reputation.
Online Reputation Management
What is Reputation Management?
Reputation management online is the act of managing your online presence to portray an element of quality and trust.
During a consumers research phase, 83% of them read between 2 and 10 reviews while the remaining read 11+. If you do not have enough reviews, and/or the ratings are too low, you are not going to build that trust the consumer is looking for.
The most fundamental and necessary actions you should be performing is actively soliciting reviews from current and past clients to increase the number of reviews online, push down bad reviews with good ones, and monitoring and keeping a positive presence on social media. These simple actions will ensure that your overall online presence shows that you are a trustworthy provider.
Handling Bad Reviews
There is only one good way to handle bad reviews and that is to tackle it head on.
The biggest thing I see is that when people leave bad reviews, the business does nothing or even worse, they give a poor response that reflects poorly on themselves and their business.
You need to be responding to every bad review. The purpose of this is to let people, who are researching your practice, know that you care enough to address the issue. Secondly, you may actually be able to salvage the patient relationship and get that low rating changed to a higher one.
Many people do not know that they can change their reviews online, but it is quite easy to do and if you can change that patient’s perception of your service, you can get that review rating increased and possibly even turn them into one of your top ambassadors.
Social Media and Reputation Management
Social media sites like Facebook and Twitter are important in managing your reputation. These sites are where some of your current, past, and potential customers visit to check out who you are, what you are about, and what you are doing.
They are also where people post about good and bad experiences with your practice.
It is vitally important to monitor these sites, interact with your audience, and produce content that shows you are a trustworthy practice.
The key to managing your social media presence is to continually post quality content and respond to your audience when they are talking to or about you and your business.
You need to not only pay attention to the people that are saying great things about your company, but just as you have to do with reviews, you need to address those posting negative comments immediately.
Follow these simple steps and you will shine on social media
How is Reputation Management Performed?
Here at BoostMedPractice.com we do a few things for our clients to manage their reputations.
The first thing that we do is evaluate the top online websites and directories that your consumers would visit to research your practice.
We then put together a plan to focus on the areas with the most need due to lack of reviews, low ratings, or importance in customer reach.
The third thing we do is start and maintain an ongoing outreach campaign to past patients to solicit them for reviews directed at the platforms we are targeting.
We then work with you to develop a plan for your office to solicit reviews as new and returning customers utilize your services.
All of this is handled by our staff and with our technology platforms that are designed to make the process almost hands off for you. Of course the onsite part of getting current patients to provide reviews as they come through your doors can only be handled by you and your staff.
The last part of this that can only be handled by you or your staff is responding to reviews as they come in. Our system allows you to respond to all of your reviews in one place so you do not have to worry about going from site to site and keeping track of it all individually, which inevitably results in something getting missed.