MARKETING HELP FROM OFFICITE
Oficite, a TMA-endorsed vendor, offers website and inter- net marketing services for medical practices. Oficite helps physicians build their web presence and connect with patients using proven strategies and technologies to help physicians generate new patient referrals online. Services include website design, search engine optimiza- tion, social networking, and management of patients’ online practice reviews. For more information or to learn more about discounted TMA member pricing and packages, visit www
.texmed.org/oficite.
parking. Physicians can explain those aspects without confirming or deny- ing that the reviewer was a patient. Also, if a physician reaches out to the patient and gets written consent, the practice can post a public response or apology, showing readers of the site that he or she is listening to patients. Dr. Pho’s third tip, reading the fine
print, essentially means knowing what the review site’s policies are so you’ll know what your options are if a disgruntled patient does something out of bounds, such as posting mul- tiple negative reviews. As Get Social notes, some sites will allow the sub- ject of a profile to flag reviews as inap- propriate and will consider removing such reviews. “You want to report any comments
that you think are suspicious because whenever patients post multiple times, that goes against the terms of service agreements for these sites,” and that can lead to the site removing the review, Dr. Pho said. However, Mr. Davis cautions you to
“pick your battles” when it comes to appealing a review. “If it’s not a good review, but it’s a legitimate concern and something that happened, I would say you have to let it go at some point,” he said. “If you start to appeal too many of them, I think you’re going to red-flag yourself. Yelp might start thinking that you’re just appealing every bad review, that there’s no validity now to what you’re saying.” Dr. Pho says multiple studies have
shown the majority of online reviews are actually positive. That’s why phy- sicians should encourage all their pa- tients to write one, instead of dread- ing it, he says. Get Social notes a 2012 report in the Journal of Medical Inter- net Research that found nearly half of all physicians get perfect online rat- ings, and Yelp reported in late 2013 that two-thirds of all reviews on its site were four- and five-star ratings. “If you ask all your patients to rate
you online, chances are those reviews in aggregate will be positive and can
38 TEXAS MEDICINE March 2017
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