how reviews become real dollars
TRANSCRIPT
realpatientratings.com
How Reviews Become REAL Dollars
Marie Olesen & Eva SheieWebinar - March 4, 2015
realpatientratings.com
I know half of my marketing dollars are wasted...
I just don’t know which half.John Wannamaker
founder of modern advertising
realpatientratings.com
Reviews are the new advertising*
realpatientratings.com
Now patients are in charge of the process by which they choose the practices they do
business with
realpatientratings.com
From 2011-2014, consumer use of
reviews grew from 12% to 88%
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WOM Lives on• Those who knew someone who had the
procedure were 22% more likely to schedule the procedure*
UCLA study of RPR data, 2014
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Consumers have many choices…. Smart practices adjust the way they sell
to the way that consumers want to buy
realpatientratings.com
What are conversions?• The conversion rate is the percent of users
who take a desired action. – Website: percentage of visitors who complete
contact forms. – Office: percentage of patients who complete
surgery or treatment. • Conversions are a statement of satisfaction
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Inquiry
Appointment
Consultation
Scheduled
Retention
ReferralSatisfied
Patient Relationship Lifecycle
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Trust…
The most effective SEO strategy
realpatientratings.com
realpatientratings.com
In every vertical or industry, there’s an statistically valid average number of customers who will be a 5, 4, 3, 2, or 1.
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Overall satisfaction with surgery experience
5 4 3 2 10%
10%20%30%40%50%60%70%80%90% 78%
17%3% 2% 1%
Percentage of patients
27,297 respondents since 2011
Do you know your own ratings
breakdown? It should look just like
this!
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There’s no such thing in real life as a perfect 5.0 rating
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If you try to be a perfect 5.0 rating online by manipulating your ratings or reviews,
Google won’t believe it, because it’s not realistic. Neither will consumers.
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When you say it, it’s marketing
When your customer says it, it’s social proof
Reviews tell potential patients that you are trustworthy
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More is More
Source: Bazaarvoice.com
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realpatientratings.com
Nothing says “we don’t care” more to a potential patient than a website that hasn’t
been updated in several years.
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UniquenessHow can Google
differentiate between all of the choices?
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Social proof
FRESH social proof: three reviews from just this week
Cost infoVisual proof
Instant communication
Natural language
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Web Conversion Ratio • US standard range– 1:20 (high) 50 leads per 1000 visitors– 1:70 (low) 14 leads per 1000 visitors
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California, group practice, major market
– 2012 (1:50)• reviews on a single review page
– 2013 (1:34)• reviews added to each doctor profile
– 2014 (1:23) • reviews added to procedure pages
*doubles contact forms from 2012
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Fewer pages read, less time spent, but 85% more leads
More conversions
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More visibility in search results
Ads
National results
First local result!
Ratio1:40
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TRUST =
Content that is TRUSTWORTHY + FRESH + UNIQUE + ENGAGING
Generated by or specifically about your actual patients, including
Reviews (as many as you can get, with a rating attached) Photos (no such thing as too many, but show how many) Prices (people hate not knowing the price) Thank you cards, patient stories Authentic social media interaction
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As Communication has revolutionized, so has your marketplace…
and so must your marketing
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Give them quality. That is the best form of marketing in the world.
Milton HersheyFounder, Hershey’s Chocolates
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“It’s as important to figure out what you’re not going to do as it is what you are
going to do.” Michael Dell
realpatientratings.com Visitors
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18% Conversions
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The definition of insanity : Doing the same thing over and over and expecting a different result.
Albert Einstein
Insanity
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Inquiries
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27% conversion rate
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50% conversion rate
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Change your attitudes about emails• 24/7 opportunity • Many review conversions come
as email leads• Serious shoppers contact by
email– Misconceptions about lead
quality– Farther along in buying process
• Poor performance by most practices
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Learn from reviews• Negative reviews often
provide insight to areas of weakness
• Recurring negative themes must be resolved
• Alerts are an invitation from the patient to resolve the concerns without negative public reviews
“Every visit involved at
least 30 minutes of waiting…”
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Managing Complex RelationshipsIf you can’t measure it, you can’t manage it
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Reviews in the office• Verifies quality by actual consumers of your service• Adds a touchpoint (you need many) – Helps reduce no shows– Builds confidence before consultation– Increases scheduling at consult
• Increases referrals • Helps identify service issues to change your future
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In the office
• How? (Amplify)– Send links out via email
pre-consult– Include in text to confirm– Provide access in your
office (TouchMD)– Add them to improve
marketing results
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Pre Consult MaterialsThose who:• did not receive any forms or
materials, • received registration forms only, • or a link to the website were 27% less likely to schedule than those who:
• received printed brochures plus reviews
http://www.ljcsc.com/rpr-plastic-surgeon-reviews/
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Prospective patients who read reviews
before consult schedule 41% more often than patients who did not receive forms or materials
More reviews = more cases!
Scheduling rates when read reviews
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New Med Spa Module
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Marketing with reviews & ratings• Put reviews in ads
– +35% Click through
• Add to social – – +78% in “buy now” behavior
• Add reviews to eblasts– +193% in click throughs
• Add to website– +79% conversion rate
Ratings &
Reviews
realpatientratings.com
“The entire experience was very comfortable and
professional. I have been wanting this surgery for about 20 years and was always too shy to follow
through with it. Dr. Saltz and her team were amazing and
made me feel safe and comfortable. I am so
grateful.”Lori Saltz, M.D. La Jolla, CA
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“My results are fantastic. I am very pleased with the
outcome. Everyone went out of their way to make sure that
I understood the procedure. This is my third surgical
experience with Dr. Smoot. I plan to return for future
surgeries here with Dr. Smoot. I have already referred a friend to the practice.”
John Smoot, M.D. La Jolla, CA
realpatientratings.com
Are you ready to use dependable, authenticated patient feedback to
MARKET and GROW your business?