| ONLINE REPUTATION | PRACTICE MANAGEMENT
A recent study
from Digital Assent showed 72% of
patients will pass on a physician if they come across
unfavourable reviews.
■ Monitor existing review sites and social media so you're aware of what's being said, and cultivate positive reviews
■ Share your ideas and content on select websites.
Taking on an active role in helping to
shape public perception of your clinic is both professionally sound and personally satisfying. It makes sense to begin with your own website.
Create a solid impression Most clinics today give little more than a passing mention to the credentials and philosophy of the treating physician on their websites. Highlight the unique qualities that set you apart from competitors by presenting a compelling case on your website. Think about how
you can breathe life into your CV: ■ Give readers a sense of your personality and clinic philosophy through a blog or on social media
■ Explain the value of your experience, training or specialisation
■ Highlight your media coverage. Thinking about why you deserve the
consultation of a prospective patient and then articulating those reasons on your website is fundamental to creating an accurate online reputation, but it is only the first step.
Encourage patient participation Patient reviews play an important role in the perception of your clinic. That's true today and the importance of online reviews is only going to increase in the years ahead. A
nugget of information contained in the BrightLocal survey mentioned above shows that reviews can represent an opportunity ripe for a clinic looking to manage its online reputation. The 88% of respondents who say they trust those reviews as much as personal recommendations break down into two distinct camps: ■ For half of them, the trust is based on finding multiple reviews to read. Just a couple of positive reviews aren't enough to sway their opinions
■ The other half trust reviews that they perceive as authentic. As you know, some businesses are pretty crafty when it comes to creating the appearance of authenticity for faked reviews. But for the 50% in this camp, a few quality reviews are more important than the quantity of reviews.
prime-journal.com | January/February 2015 ❚ 55
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