PRACTICE MANAGEMENT | ONLINE REPUTATION |
3 STEPS TOMANAGING YOUR ONLINE REPUTATION
BrightLocal found that nearly 9 out of 10 consumers read online reviews to gauge the quality of local businesses and trust them as much as personal recommendations1 There's a dose of scepticism, but many people take the reviews at face-value, despite
R
RYAN MILLER is President of Etna Interactive
www.etnainteractive.com email:
ryan@etnainteractive.com
54 ❚ January/February 2015 |
prime-journal.com .
publicised reports showing that reviews are often faked by businesses using sophisticated methods to fool online review sites. Practitioners frustrated and angered by negative online reviews have some reason to be concerned. A recent study from Digital Assent showed 72% of patients will pass on a physician if they come across unfavourable reviews2 What's more, it usually takes only a handful of negative comments to persuade patients.
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Taking control of your online reputation Think of your online reputation as something cultivated, carefully nourishing it through your clinic website, strategic participation on third-party sites such as RealSelf and Estheticon, and encouraging patients to share their experiences online. This is a three- pronged approach that enables you to ensure accuracy and provides depth to potential patients, who are more likely to get a three-dimensional view of your clinic than what's available through online reviews alone. So what specific steps should you take to enhance your online reputation?
■ Ensure your own website presents a solid, well-rounded impression of you and your clinic
WRITTEN IN THE STARS?
With online reviews playing an increasingly important role in attracting new patients, Ryan Miller explains how to take back control of your online reputation
EMEMBER WHEN SATISFIED PATIENTS SPREADING THE WORD about your talents and helpful staff guaranteed a growing, even thriving clinic? Word of mouth recommendations seem like a distant memory as online reviews are now a trusted source for customers considering everything from where to eat to which aesthetic clinic they'll consult for cosmetic enhancement. A survey conducted earlier this year by
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