reviews and other "magical pixie dust" for your plastic surgery practice
Post on 16-Jul-2015
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Who are we? � Eva Sheie (master of the
online patient experience)
� Special guest Monique Ramsey, social media horticulturist at Cosmetic Social Media
� April Linden (reporting ninja!)
� We love to help practices grow and prosper!
RPR
Where are we? � Total surveys = 27,524
� Total consultation surveys = 13,155
� Total surgical surveys = 14,369
� Surveys approved for posting = 17,409
Convert more web leads
1. Contact forms on every page & multiple avenues to contact
2. Best/Top
3. Your name/business name
4. Price/Cost & Financing
5. Reviews
6. Bonus! 3 secret weapons
Make connecting easy � Contact forms on every page
increases conversions up to 30%
� Make it easy! Only require name and email address
� Ask them how you should reply – phone or email?
� Provide multiple avenues to contact
1
Must be obvious and appear on every page Social links (open in a new window) Phone (make sure it’s clickable on mobile devices) Address (link to location page) Contact form
Address Phone
Social
Contact form
Tactfully including “best” � “We strive to be the best…”
� “Dr. was named in the magazine’s Best Of issue”
� “Our patients voted us the best…”
Your name & business name Remember the two universal truths:
1. Your name will always be your #1 keyword
2. Demand for reviews is growing and will keep growing
3
Google only wants YOUR website to be #1 for your name!
� If someone searches for your name, your website is the one Google wants to display in the #1 space.
� Not a directory, not a society, nothing but you!
� If you search for your name and aren’t first, you have problems that need to be corrected
Price Transparency � Create a separate page on your website called
“Plastic Surgery Prices”
� Vary your content between the words “cost” and “price”
� Include on all procedure pages in the form of a question: � “How much does breast augmentation cost in
Atlanta?” Around Atlanta, the cost of breast implants varies by location and implant type, but at our office in Alpharetta, the fee for breast augmentation ranges from $3900-$5500… go on and on
4
Don’t let price transparency scare you!
You’ll have more informed patients, better consults,
stronger SEO, and more leads.
http://www.hessplasticsurgery.com/cosmetic-surgery-costs.php
Why so important? � You do not want use precious consult time for a patient
who can’t afford the procedure when someone who can afford it could have been there instead.
� Patients who are prepared for the cost are 21% more likely to schedule at consult. They are focused on the procedure information rather than worrying about a financial surprise at the end of the consult.
Make financing easy � CareCredit has wonderful tools!
� Use a custom form with a specific call to action
� Personalize the page – who is the financing expert in your office?
Why Reviews are Conversion “Pixie Dust”
� On your website: When patients read content created by other patients (reviews, thank you cards, patient stories), they complete the Contact Us form +2-8x more often
� In the office: Likelihood to schedule surgery increases by +32% when prospects read reviews prior to their consult (compared to receiving no information)
DO ü When confirming consult appointments by text message, include a link to
read reviews
ü Share comments on Facebook or other social media – this is the RIGHT kind of content for social sharing
ü Dominate searches for reviews by creating new web pages just for specific procedures and title them with keywords, for example “Reviews of Breast Augmentation in Dallas”
ü Use them in print marketing
ü Print them out and include them in your photo books
ü Start recording video reviews of your patients and posting them on YouTube
ü Remember to thank your people for writing reviews (when possible)
ü Understand the Blemish Effect (hang on, I’ll explain)
DON’T � Never call them Testimonials!
� Incentivize the writing of reviews
� Over-stress about negative reviews
� Feed the fire
� Send your happy patients to write reviews on sites where your competition is advertising and you can’t control it
The Blemish Effect � A few negatives actually help because it makes your positive
reviews more believable
� Read the short version of the Stanford study -- The Positive Effect of Negative Information (Google “Stanford Blemish Effect” and it’s the #1 result)
� When consumers get mild doses of negative information about a product or service, the "blemish" highlights the positive information and makes it seem even more positive (EVEN BAD REVIEWS ARE PIXIE DUST!) http://www.gsb.stanford.edu/news/research/shiv_tormala_negative_2011.html
Secret Weapon #3 � BuildMyBod.com
� Price transparency education app for ipad and iphone & website
� Beautiful app!
� Starts at $9.99/mo. Hellooooo?
Meet Monique… Founder and Social Media Hor:culturalist
20+ years experience: medical prac:ce management, marke:ng, training, and consul:ng
Cer:fied Rela:onship Marke:ng and Social Media Strategist (2009) • Winner 2010 #influenceSD Award for Best Social Media in Business
• Alert Press Top 5 Medical Prac:ce Facebook Fan Pages
• Named on of 17 Top Facebook Pages for Small Business, 2012 (Fluxe Digital)
Interviewed by SmartMoney Magazine, American Medical Associa:on, Dermatology Times, Surge, Medical Economics, ReachMD on Satellite Radio
Contributor to Cosme:c Surgery for Dummies
Board – San Diego Social Media Society
♥music, ♥USC, ♥sports,
♥spa days, ♥shoes ♥driving fast ♥creaCve
endeavors!
“The Internet has forever changed the way our pa:ents will approach healthcare. Digital or social media is NOT a passing fad… get past that.” -‐ Howard J. Luks, MD
Fast Fact: Nearly 16 minutes of every hour is now spent on social networking sites. (Experian study 2013)
Connected Consumers
• Will share more if there is value in return
• Make decisions differently
• They influence and are influenced differently
• MOMENTS OF TRUTH Read: Brian Solis
What’s the Future of Business
A *NEW Consumer Culture
THEN -‐ Tradi:onal • Reliant on WOM among people they know and trusts in the real world. One to one
• Influenced by print, tradiConal online ads, TV, radio
• Selling • Push MarkeCng
NOW -‐ Connected • One to Many • Shared Experiences • Powerful Influence • Window to the world is REAL TIME
• Readily share reviews and experiences in social networks.
• Can be a pracCce ally
Social Presence
DID YOU KNOW: 72% of consumers trust online reviews as much as personal recommendaCons! Personal recommendaCons are the number one driver of consumer purchase decisions at every state in the purchase cycle.
Sources: Search Engine Journal, Forbes, Social Media Today
Claim all the free lis:ngs you can on review and consumer sites such as Yelp, RealSelf, etc. and fill them out completely and with KEYWORDS.
The Basics…
Now Post! • Include links back to your site where the
reviews are “live” and/or back to your Real PaCent RaCngs profile (3rd party adds legiCmacy)
• Use #hashtags, keywords, and consider typing out the words in the graphic for searchability
• Don’t post them all at once • Pinterest – Create a Board
• h1ps://www.viraltag.com/ for auto-‐pinning / IV drip method ;)
• Instagram (#hashtags important) • Twi1er • Google+ • Facebook • LinkedIn
h1ps://www.facebook.com/pages/create/
Must be a “Local business or Place” to enable the RecommendaCons feature
Facebook RecommendaCons
RecommendaCons “The best LinkedIn recommendaCons are ones that offer specific results or tell a story of transforma:on. To request a LinkedIn recommendaCon you must be connected to the person you want to receive it from.” – Laura Rubenstein
QuesCons? Monique Ramsey Toll Free Direct Dial 877-‐401-‐5485 Email: monique@cosmeCcsocialmedia.com Facebook.com/CosmeCcSocialMedia Twi1er.com/MoniqueRamsey CosmeCcSocialMedia.com/Blog
Pixie dust in the office � #1: Why should I talk about fees and
financing on the phone?
� #2: Do your patients think your marketing materials are effective?
� #3: How can you use the satisfaction survey as a closing tool?
April Linden
POLL! Do you provide fee range information to patients on the phone?
� Only when they ask
� Never on the phone, only at consult
� Always, whether they ask for it or not
� Other
Sample Talk Track � Our fee range for this procedure
is $4,500 - $6,000. This includes surgeon’s fee, OR at our AAAASF certified facility, anesthesia performed by a board certified anesthesiologist, all post-op visits conducted by Dr. Fabulous. Is this within your budget?
� We accept cash, all of the major credit cards, checks and offer affordable financing plans that non only make this procedure affordable but you can continue to use the financing at our office for future services.
How to get in � Go to reporting.smg.com
� Or go to the bottom of any page on realpatientratings.com
Click on MEMBER INFO
Click on SMG DASHBOARD
LOGIN
How to build your own report like April’s
� Log in to reporting.smg.com
� Go to Reports & Analytics then Report Builder
� Under 1. Report Type & Time Frame, select “Crosstab”
� Change date range to “Program Start to Date”
� Unit – should be set on your MD ID
� Show this: Co-Scheduled Procedure at Consult
� Show the results by: Co-Appt-Information Received (scroll way down for this parameter)
What information should you include?
0 0.05 0.1 0.15 0.2 0.25 0.3 0.35 0.4
Appt-Friendliness of Staff
Nurse-Respect
Appt-Knowledge of Staff
Nurse-Helpful Procedure Info
MD-Easy to Understand
MD-Showed Interest in Questions/Concerns
Consult Process Clear/Easy
MD-Thorough Medical History
Appt-Availability of Times
Nurse-Helpful Surgeon Info
MD-Medical Procedure Information
Appt Confirmation Email � Your consult with Dr. __________ is on Date and Time at 4:00
PM. When you and Dr. _________ meet, he wants to understand your goals, examine you and give you his best advice to meet your surgical goals. In the meantime, I encourage you hear what his patients say!
� www.yourwebsite.com/patient-reviews
� Please complete the attached patient registration forms and bring them to your appointment. If you are not able to fill them out prior to your appointment, please arrive 10 minutes early.
� See you soon! If you need to reschedule your appointment, please call me at ___________ so we may adjust our schedule accordingly.
Poll #2 � #2: What type of follow-up do you do with your un-closed
consults? � Phone Call � Send a letter � Send an email � Combination
Sample Follow-up Protocols � MD Follow-up Letter Immediately
� Patient Coordinator Call 4 days
� Email with link to patient reviews 8 days
� RPR Survey Invite 10 – 14 days
� Patient Coordinator Call (redeem coupon) 18 days
� Go to their house
Sample survey letter text � Thank you for visiting our office to discuss your cosmetic surgery goals. We
hope the consultation provided you with the information and education to make an informed decision.
� You are a great candidate for surgery and we would be honored to help you achieve your goals. Our patients frequently tell us about how much they love their results and the experience with our office. We encourage you to read their reviews because our patients always tell our story better than we can on [link to website]
� If you completed our patient satisfaction survey we can redeem your $25 gift certificate in our office and apply it towards your surgery deposit.
� Please let us know how we can assist you.
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