Most medical professionals are unaware that approximately 77% of prospective patients seek out and read online reviews as part of their due diligence before selecting a physician, according to a 2020 survey performed by Software Advice. This means that online reviews are (and should be) an integral part of your marketing strategy, as they are often a prospective patient’s first—and sometimes only—decision-making tool before calling the office or even visiting your website.
The Importance Of Controlling Your Online Reviews
Since reviews are often the first step in locating a physician, it makes sense that you must monitor and control what is posted and read by potential patients. According to Google, “Google review count and review score factor into local search ranking. More reviews and positive ratings can improve your business’ local ranking.” This means that if you want to appear above your local competitors in local key phrase searches like “best cosmetic surgeon,” you need to have a healthy number of reviews and be ranked higher than your competitors (plus, have recent reviews).
Strong Google ratings will ensure you are displaying at the top of your local competitor pile. Unfortunately, many physicians omit review requesting and management in hopes that reviews will be written only by patients who appreciate the physician’s efforts and results.
However, since many people keep plastic and cosmetic procedures—even something as simple as Botox injections—a secret from even their closest friends and family members, it’s often difficult to obtain reviews, which will potentially be seen by those friends and family members, not to mention an unknown number of acquaintances, business associates and complete strangers. Add to this the fact that people often forget to post a review (even after they are asked), rarely use the internet, and/or don’t trust themselves to write a succinct and helpful review. Statistics reveal that only 1-2% of patients leave reviews, even after being asked to do so, and less than 1% write them on their own. What’s a cosmetic surgeon to do?
4 Tips That Will Help You Increase & Control Your Reviews
1. Make requesting reviews a priority in your practice
Instead of just pushing for reviews, frame the request in a way that shows your patients that you care about them and value their opinions. Google should be the preferred choice for gathering new reviews, but you should have other options available for them.
PUMC’s Global Online Reviews Management (GOR) offers QR codes, custom emails, text messages, and unique links with multiple review site options for your patients to choose from, including a contact directly option in case they had a poor experience.
2. Send patients to anonymous review sites
As mentioned above, some people are uncomfortable revealing to family and friends that they have dipped their fingers into the cosmetic surgery waters. Fortunately, there are websites such as WebMD, RealSelf and others that do not require posters to share identifying information. Sending your patients to the sites that do not require identifying information will help you overcome this very real patient concern.
Consider enrolling in PUMC’s Global Online Reviews Management (GOR) system, which does not require an identity from your patients.
3. Some patients are uncomfortable writing a review
There are sites, such as Google and Healthgrades (for those who wish to remain anonymous), that utilize an option for a simple rating scale, rather than written reviews. For patients who are uncomfortable writing a review, this is an alternative that can satisfy them. Include those sites on review requests in your newsletters, in the office with a small handout thanking them for a review, QR code posters, and other methods of communication with patients. Not everyone is comfortable with writing their feelings, especially for the world to see.
4. Some patients just forget: The fact is, people are busy
They work, they may have children, they have a social life, and it’s just easy to forget that they promised you they’d write something nice about you online. In this case, after they have agreed to write a review, send a thank you email with links to Google, Yelp, WebMD, RealSelf, and Healthgrades so they can select the review site that fits them.
Remember, it’s up to you to control your online reviews.
Other Methods To Increase Reviews
- Create and publish video testimonials from your happiest and most articulate patients.
- Put patient “thank you” notes on your website and post them on social media.
- When a patient makes a positive comment, ask them if it’s ok to use their comment (with or without their identity). If they are agreeable, write a note and post it on the website and on social media.
- Always ask patients if you can use his/her comment on your Instagram posts.
If it has to be, it’s up to you! You simply must manage your online reviews. If, like our other clients, you do not have time for this, contact us about our Global Online Reviews Management automated review system. You can increase your volume of positive reviews and own the asset of positive online reviews in only minutes a day.