PRACTICE MANAGEMENT | ONLINE REPUTATION | If your clinic earns a good
reputation, there is nothing wrong with talking to patients about sharing the details of their experiences online to benefit others. Many patients read online reviews to gain a sense of the clinic's general atmosphere, learn what to expect when they arrive, and other information that goes beyond simple positive or negative comments. It's very likely your clinic has
only two or three reviews on the most popular medical rating websites. Two separate studies conducted in 2014, by Etna Interactive and RealSelf3
, showed
that more than 90% of clinics have fewer than five reviews on each of the industry’s most visible rating sites. Given this information, the odds are that your online reputation is an incomplete and unbalanced representation of your clinic. Rich text reviews are more
form of 'social proof' that your clinic is well-liked ■ Consider purchasing placement on select sites you know are frequented and respected by your prospective patients. Today you want to reach far and
wide with your clinic information, your credentials, and evidence of your leadership in your field.
If your clinic earns a good reputation, there is
valuable than a four- or five-star rating. Not only does RealSelf3 say that reviews that are more than 500 words get more attention than shorter reviews, there is evidence that patients who write reviews rich with keywords help boost your search engine rankings4
. So what's the best way to cultivate those
reviews? First, understand that even satisfied patients probably don't know where to start when it comes to writing online reviews. A report on peer-to-peer healthcare published by Pew Research, a nonpartisan fact tank, found that only 3% to 4% of Americans have experience rating physicians online. It helps to explain to patients that detailed reviews are helpful to men and women who are interested in reading about the experiences of a patient, especially someone who has already had the same procedure they are considering. They appreciate the insight from actual patients and specific reasons why they were happy with a clinic and the surgeon. In talking to your patients about reviews, suggest sites that support a more narrative format.
Increase your online presence Enhancing your visibility across the web is the third step in building a positive online
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nothing wrong with talking to patients about sharing the details of their experiences online to benefit others.
reputation. A quick search of your name or your clinic name will reveal that you are already being mentioned on a number of websites, or they have bare-bones profiles of your clinic. Use these sites as a starting point to increase your online reach by employing these tactics: ■ Claim, correct, and enhance listings on review websites that already list your business
■ Think strategically about websites that value content supplied by experts. YouTube is a popular and accessible platform. Review sites vary from country to country and you can search for those that serve your market. Sharing your images, videos and ideas extends your reach and attracts curious patients from across the Web
■ Identify local media outlets and earn coverage by positioning yourself as the expert they turn to for national stories involving aesthetic procedures. Work with national media and industry publications as well. Ask media outlets to include a link to your site in their online reports
■ Cultivate fans and followers on popular social media websites as a
January/February 2015 |
prime-journal.com
Reach beyond the stars Exercising a measure of control feels empowering. It's understandable that physicians often feel they are at the mercy of a handful of disgruntled patients when it comes to their online reputation, but it doesn't have to be that way. Start with your own website by creating a narrative that gives potential patients a well-rounded picture of you and your clinic, presented in an engaging style. Follow up by earning and cultivating authentic patient reviews and being active on third- party websites and social media. Bad reviews may still pop up from time-to-time, but by taking positive steps to influence what's said about
you and your clinic online those negative comments won't be so frustrating. The real key is to be engaged in the management of your online reputation and recognise that, for most people, online reviews are the new word-of-mouth.
For more information, visit:
www.etnainteractive.com/
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References
1. Bright Local. Local Consumer Review Survey 2014. London, UK: Bright Little Light Ltd business, July 2014. Available from:
www.brightlocal.com/2014/07/01/ local-consumer-review-survey-2014/ [last accessed 7 January 2015]
2. Digital Assent. In the eyes of patients, do online physician reviews really matter? Atlanta (GA), USA: Digital Assent LLC, September 2014. Available from:
www.digitalassent.com/2013/09/patient-survey- online-physician-reviews-really-matter/[last accessed 7 January 2015]
3. Etna Interactive. Secrets That Will Save Your Reputation. San Luis Obispo (CA), USA: Etna Interactive, April 2014. Availabe from: www.
etnainteractive.com/learn/secrets-that-will-save-your- reputation/ [last accessed 7 January 2015]
4. Moz. The 2014 Local Search Ranking Factors. Portland (OR), USA: SEOmoz, Inc., 2014. Available from:
moz.com/local-search-ranking-factors [last accessed 7 January 2015]
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