Most practice owners both love and dread the patient testimonial. A good review can attract new patients and foster referral relationships. However, a bad review can dissuade potential clients and create tensions between the referring doctor and the clinic. To avoid the negative feedback, some clinics will opt out of asking for patient testimonials or censor online reviews. While this strategy might be appealing because it eliminates additional work and stress, the lack of patient testimonials will ultimately hurt your practice’s marketing and online presence and credibility.
How can you solicit patient reviews that are 1) positive, 2) detailed, and 3) honest? Marketing thought-leader, Mashable, published an article on consumer reviews with great tips for business owners and marketers. Click here to read the full article. We have taken their strategies and adapted them for the PT industry.
Think about the last time you wrote a review for a service or product. Was it during the activity or days/weeks later? Did you write something positive because you were pleased by the experience? Or did you vent about poor quality and negative results?
How you provide patients with the ability to leave a review can make all the difference. 3 great ways to get positive reviews from patients are:
There is not a one-stop-shop for online reviews. Some popular sites include: Yelp, Angie’s List, Google Local, Yahoo Local, LinkedIn, and many more. We recommended in our Digital Marketing blog posts that you create and maintain business profiles on key sites. By establishing accounts and accepting reviews across multiple sources, you can gain credibility and attract potential new patient from a wider online audience.
Asking for reviews in person can be intimidating, especially if you have a patient who is adamant about giving (or not giving) a testimonial. Some PTs may feel more comfortable soliciting a review through a Thank You card or postcard. If you have a patient care coordinator or VP of Marketing, he or she may be an ideal resource to get testimonials. By taking the responsibility off the PT providing care, the patient may feel more comfortable speaking openly. Also, a designated staff member can gain on-site experience in the best ways to get positive reviews from your patients.
Next, read our blog post on patient testimonials to learn more about how to build a strong online review network!