IN HIS BOOK, Influence, Robert Cialdini explains the idea of “informational social influence” which theorizes that people are prone to copying the behavior of others to fit in with the group.
The same idea applies to marketing. Did you know 95% of people read reviews before making a purchase? That’s because social proof in the form of online reviews encourages like behavior. And this is especially true when it comes to healthcare.
So, what is the best way for you to generate reviews for your practice?
1) Ask for Reviews In-Person: You see patients every day, many of whom you’ve treated for years! There’s nothing wrong with asking for their feedback and many would be happy to give it. That being said, asking for reviews can feel awkward, so here are some tricks to help you feel more comfortable:
- Listen to your patients—if they’re telling you they’re happy, they would likely leave you a review if you asked.
- Use open-ended questions about their experience.
- Be transparent with how long it will take and ask for authenticity.
2) Use Email to Ask (and Remind) Patients to Leave a Review: You can use email or text to follow-up with patients and ask them to leave a review about their latest experience. Be authentic and make it as personal as possible. Another good tip is to express gratitude for choosing your practice. Make it easy by providing a direct link to your review page and make sure to include clear, obvious instructions on how to leave one.
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3) Use an Online Review Management Software: Online review management software can help streamline the process of managing and monitoring reviews. Programs like these allow you to monitor multiple sites, respond, and track your online reputation. If you have reviews coming from multiple sources, these programs will help you respond promptly and professionally which is critical to generating positive reviews.
4) Utilize Social Media: Social media is a powerful tool for getting more online reviews. Here are some tips for using it effectively:
- Include links to your review pages on your social media profiles and in posts.
- Ask patients to share their experiences on social media and tag your practice.
- Monitor your social media accounts for reviews and respond promptly and professionally to all feedback.
While online reviews can be highly beneficial for your practice, there are also some challenges that come with getting patients to leave them, all of which can be faced with practice and time:
- Some patients may not want to share their experience publicly, or simply don’t want to take the time — that’s okay.
- Getting patients to leave reviews on multiple platforms can be challenging — one solution is to focus on one platform at a time.
Generating reviews, especially if you’re starting from zero, will take some time initially but will pay off in spades for your practice down the road. And as long as you care for your patients, you should see no shortage of positive feedback … just make sure they put it on Google!