Chances are if you have been utilizing online patient reviews as part of your marketing strategy, you might get a not so flattering one every now and then. Everyone does. The question however, is how will this affect your practice and what can you do about them.
When we speak to new clients we often find that their website, Facebook, blogs, and other online platforms all look different making it difficult for patients to see they belong to the same practice. There is no branding-the use of fonts, colors and imagery from one place to the next is different, and there is nothing consistent about the messaging. You have to wonder, how would this make a new patient feel about your practice?
Practices often ask us, “Should I continue running an ad on this site?” or “Should I continue spending money on these postcards?” Our question to them is, have you tracked the results of the campaign? One of the biggest challenges with marketing is measuring results. While not all of your marketing efforts can be precisely tracked, much of it can.
When you think of marketing your practice, you probably think about using your website, social media posts, emails, and online ads to attract new patients. In any solid marketing strategy, however, you shouldn’t overlook your existing patients-they are key to the success of your practice. In fact, once you acquire a patient, think of it as just the beginning of your marketing relationship with them, as well. Here are reasons why you should:
Asking patients for a review puts you in a vulnerable position. You hope they will leave positive feedback, but what if they don’t and their not so flattering review is online for everyone to read. In the past, this hesitancy to ask any and all customers to leave a review led businesses to filter candidates, a process known as “review-gating”. It was a common practice and in fact, we did this for our clients years ago, too. Not long ago, however, Google and other credible review sites put a stop to it and for good reason. Like Google, we noticed it wasn’t helping our clients, but actually hurting them in the long run.
Google My Business has added some exciting new updates that will enhance your business listing and help your practice stand out online. The features give you more control over your listing and allow you to be more strategic with marketing your practice. With Google putting more emphasis on them, it also means that it’s more important than ever to keep your listing current and complete.