ptpp reputation marketing: social media that drives...

10/4/2016

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PTPPReputation Marketing:

Social Media That Drives Business

About Me

• David Straight, DPT• Practice owner for 15 years• Certified Duct Tape Marketing Consultant• Co-owner, Marketing Director, E-rehab, LLC• Assist over 100 practices with Reputation Marketing• Marketing Director at Gaspar Doctors of Physical Therapy

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Disclosure

• David Straight is the co-owner of E-rehab.com, an online marketing services provider for physical therapy private practices.

Quick Question

“If this presentation goes as planned, and I’ve earned a review online, would you do that for me please?”

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Objectives

• Describe one of the most overlooked forms of PTPP social media marketing

• Articulate why reputation marketing is so important

• Provide you with an understanding and plan to improve a practice's online reputation.

Overview

• Where Reputation Marketing Fits In• Why You Should Have a Reputation Marketing Strategy• Ratings & Reviews and Patients• How to Capture Online Ratings & Reviews• Example of the Process

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Marketing Definition

Physical Therapy Private Practice Marketing Definition adapted from Duct Tape Marketing:

“Getting a patient that has a need for physical therapy to know, like, and TRUSTyou.”

Marketing Strategy

Marketing Strategy

Business Goals

The Marketing Hourglass

Your Publishing

Model

Total Online

Presence

Lead Gen Trio

Lead Conversion

System

Live by the Calendar

Total Online

Presence

Content Platform (website)

Social Media

Marketing

Organic SEO

Email Marketing

Online Advertising

Mobile & Location

Analytics & Conversion

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Reputation Marketing is Social Media…Marketing

Social Media

Marketing

Property Optimization

Market Analysis

Content Strategy

Build Your Network

Engagement Optimization

Analytics & Conversion

Reputation Marketing

Because, it involves websites and applications that enable users to create and share content or to participate in social networking.

The Promotional Hourglass

Buy

Repeat Refer

Know Like

TRUST

Try

https://www.ducttapemarketing.com/blog/7‐stages‐of‐the‐content‐hourglass/

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Online: Know, Like, and Trust Looks Like…

Know Like

TRUST

• Know – search engines (Google), websites, Facebook, PPC, Directories, Google Maps, etc.

• Like – website, photos, web content, video

• Trust – ratings & reviews, testimonials, video

Lead Generation Obsession

Online

• Facebook ads

• Google ads

• SEOKnow

Offline

• Direct mail

• Magazines

• Newspapers

Many PT private practices simply ignore lead conversion.

Even though they get hundreds per month to their website.

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Lead Conversion• Reputation Marketing is a Lead Conversion Strategy

• Seeks to convert leads into new patients

• Consider these situations

• Comparison shoppers• Those finding you in their insurance book• Those given a list to pick from

TRUST

Can Online Ratings & Reviews Generate Revenue? • The answer is likely to be “YES” for you.

• I hope to persuade you that:

• It is worth your time.

• Successful implementation of Rep Marketing Strategy will help differentiate your practice.

• It will result in additional business & revenue.

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Why We Don’t Ratings & Reviews• Cognitive Dissonance – a practice owner believes he/she is

running a good business, while reviews might tell him/her otherwise. In the face of this conflict, the owner decides he/she is correct.

• Review Systems Aren’t Perfect• Yelp – 650 cases against them, court case says they can manipulate

content• Review filtering in combination• Aggressive salespeople• Ratings & Reviews manipulation

• It’s out of our control

Why We Don’t Like Them• Some patients have ulterior motives

• Extortion• Fraud• Conflict of interest• http://www.huffingtonpost.com/news/yelp-lawsuit/

• It’s not easy to get ratings & reviews from patients

• It’s not a perfect system

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However: Most Reviews are NOT Bad Reviews

https://www.yelp.com/factsheet

Review Statistics as of June 30, 2016

Not Good at Collecting Them

• Looked at the number of reviews at practice in the 50 largest cities (USA).

• Number of reviews of each of the practices in the “Google Local Stack”

• 63% had 3 Reviews or Less

32

26

1419

7

7

8

5

21112011210

3100

3 000010000000000010001000000000100000000000010100000000000000001

Frequency Chart

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Not Good at Collecting Them

• Looked at the number of reviews at practices in cities ranked 201-250 in population size (USA).

• Number of reviews of each of the practices in the “Google Local Stack


62

62

28

12

12

6

34

71 4 00002

1121010010101

FREQUENCY CHART

Compare This to Chiropractors• Looked at the number of reviews at practices in cities ranked 1‐50 in population size (USA).



FREQUENCY CHART ‐ CHIROPRACTIC, TOP 50 CITIES

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Compare This to Chiropractors• Looked at the number of reviews at practices in cities ranked 201‐250 in population size (USA).



FREQUENCY CHART ‐ CHIROPRACTIC, TOP 50 CITIES

II. Why You Should Have a Reputation Marketing Strategy in Place

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If You have No

Reputation, You are Just One Bad

Review Away from Losing Business

https://www.brightlocal.com/learn/local‐consumer‐review‐survey/

“Reacting to the Bad Review(s)”

You MakeMoney

Marketing

You Don’t Make Money Waiting for &Managing Bad Reviews

PracticesShould Start

With ReputationMarketing

Reputation ManagementIs Obsolete…

Then You’ll Have to “Manage” Your Reputation

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47%of those surveyed said reputation matters most

when choosing a doctor


Reviews areEverywhere

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Consumer Perceptions of Ratings & Reviews

• 92% of consumers regularly or occasionally read online reviews

• 51% of consumers will select a local business if it has positive reviews

• 68% say that positive reviews make them trust a local business more

• 80% will trust reviews as much as personal recommendations


Ranks #2 in Trusted Forms of Advertising

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Why Else Should You Collect Ratings & Reviews

• For Insight • Motivation• Reinforcement of Your Vision • Means to identify & Correct Problems• Negative reviews can increase credibility

• https://econsultancy.com/blog/8638‐bad‐reviews‐improve‐conversion‐by‐67

To Improve Your Search Rankings: They are a Significant Ranking Factor

• Google wants to deliver a quality experience.

• Google lists businesses that it trusts are consistent with a given keyword search.

• There is a correlation between companies that have a larger, consistent, and diverse review set and rank position

• Helps you stand out on a SERP

https://moz.com/local‐search‐ranking‐factors

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Number of Reviews needed to be trusted


Reviews are only relevant for a few months

• 44% say a review must be written within 1 month to be relevant

• 69% say a review must be written within 2-3 months to be relevant


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Excellent Differentiator• The new review economy is merit-

based, not cash-based• Large corporation can outspend you on

advertising but small practices can typically capture reviews faster & easier

• Allows you to stand out amongst big box chains

• Aggregate online reviews can trump big brands

• Great service Great ReviewsMore Revenue

Ratings & Reviews and Patientshttp://www.softwareadvice.com/resources/medical‐online‐reviews‐report‐2014/

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Case Study – Los Angeles PT Practice

“We've started asking patients if they have used any online resources to help them find us! In the last 60 days 11 brand new patients told us that they used Google and/or Yelp to help them research us after their doctor referred them.

Do Reviews Matter to PT Practices

• “A woman came in to the clinic yesterday and told me that she checked on my reputation online and the reputation of other clinics and she chose our practice because of our reviews.”

• “Saw some great reviews online and was not disappointed. Excellent from start to finish.”

• “We had two OLDER gentlemen come in today due to reviews online. Thought you might want to know that!!!!”

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Do Reviews Impact Your Bottom Line?20 clinics surveyed, each with at least 20 Google reviews

20 clinics surveyed, each with at least 20 Yelp reviews.

90% (18/20) with the Google reviews said they get 5-10+ patients/mo

70% (14/20) with the Yelp reviews said they get 5-10+ patients/mo

More Examples• “I had ACL reconstruction surgery along with meniscus repair about month ago. I researched many different PT locations in queens and XXXXXXX seemed to have the best reviews so I decided to do my therapy there.”

• “Got 2 referrals this week just because they Googled and read my reviews.”

• “One‐half of my patient load tells me they found me on Google. And chose me because of my online reputation.”

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Ratings & Reviews Saved my Practice

•All the orthopedists have POPTS•We have three hospital systems that keep the referrals within.

• There’s strong physical therapy competition

•Online ratings and reviews have saved my practice. I get 6‐8 new patients per month.

Where You Should Share Your Reviews

Today’s consumer is multichanneled; reviews should be left on multiple channels in order to increase the likelihood of seeing them.

• Facebook

• Pinterest

• Twitter

• Directories

• Google

• Website

• Yelp

• Healthgrades

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ReferralSources

Search Engines WebsiteVideos

On Your

Website

Have Your Reviews Show Up Like Signposts During Their Online Journey

62% starting with search (Google)

27.6% typing in your domain.com

Give them a copy of your online reviews

Patient Video Testimonials

III. How to Capture Ratings & Reviews

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There are Plenty of Patients to Review You• I’ve heard, “I tried before and it didn’t work.”

• “It’s too hard for patients to create an account .”

• >30% have a Gmail account (61,363/205,016)• They can review you on Google

• 84% of adults online have FB accounts• They can Review you• http://www.adweek.com/socialtimes/facebook-84-percent-gwi-infographic/629844

• 73 Million Unique Desktop & Mobile Yelp Website Visits• https://www.yelp.com/factsheet

What Generally Doesn’t Work

• Giving a patient a piece of paper and asking them to do it at home.

• Sending the patient and email (which is common for many services).

• Having them review you at a kiosk (against Google, FB, Yelp T&C)

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Why Consumers Don’t Leave Reviews

Case Study by Modern Comment 1,017 Consumershttps://moderncomment.com/customer‐feedback‐stats

What would make respondents more likely to leave an online review

26%

39%

13%

22%

If the employee that helped me askedme to leave a review

If there was an easy and convenientplace to leave a review

If I knew the entire staff & ownerwould read it

If I was emailed a few days later toleave a review

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Services that Help You Capture Ratings & Reviews• Grade.us

• Get 5-stars

• Simplicity – on your mobile website • Caution - don’t use a kiosk

Missing Link – Training & Communication

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Revisit Your Vision• Why You Opened in the First Place

• Who You Want to Be

• How You are Unique

• Make Customer Service a Top Priority

Strive to Achieve that Vision

• Treat with Passion

• Make Reviews Part of the Patient Conversation

• Give Them a Reason to Write a Review

• Implement a System to Capture Reviews

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Top Down Strategy

• Training – what is online marketing, reputation marketing, and what their role is.

• Goals – 10 Google reviews/month

• Incentives – pay staff $10/review

• Gamify it – contest between locations or staff members

Three Simple Steps to Ask for a Review• The key to generating reviews is to first set expectations at initial evaluation

& have the patient enter into a social contract. • At Initial Evaluation: “If your care goes as planned and I’ve earned a review online,

would do that for me please?”

• When they say “thank you”, you say, • “The best way for you to thank me is to write that quick online review. Would you do

that for me please?”

• Final Question• Do you have a Gmail account?

• Change your Language, You Change Your Business

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The Workflow

Initial EvaluationAsk for the Commitment to

Provide a ReviewListen for Thank YouAt or Near Discharge

Ask for the review

Have them pull out their smartphone

Reward Your Employee

What a Good Review Consists of:

• First name• Where they live• Problem area• How you helped• Recommend the practice

“My name is David and I’m from Carlsbad. I went to physical therapy because I have a rotator cuff tear. Not only did Holly listen to my issues, she did some hands‐on things, gave me some exercises and really helped me understand my shoulder problem. I feel so much better – I can throw the ball without pain. I’d definitely recommend Holly at Example Physical Therapy.”

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Getting Yelp Reviews to Show UpHave the patient:

• Complete their profile

• Add a photo

• Get a few friends

• Review a couple other businesses

• Don’t do it from your WiFi/IP

• Connect account to FB

• Write a substantive review

IV. Would You Review Me?

• How many feel that this presentation was of value to you?

• Would you let me know how the presentation went?

• Could you pull out your smartphone please?

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The Process

• Open your web browser

• Go to examplept.com

• Choose the emoticon that bestrepresents your experience.

• If I earned a then click on a review property and write a review.

Future of Reviews

• Google will dominate online reviews

• Reviews will be bilateral – service providers will review patients• Already happening at Uber

• It will be a differentiator and revenue driver for small PTPPs

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Summary

• Where Reputation Marketing Fits In• Lead Conversion

• Why You Should Have a Reputation Marketing Strategy• Trusted as much as WOM & can drive business

• Ratings & Reviews and Patients• PT patients use them too

• How to Capture Online Ratings & Reviews• Need both technical component & training

Questions

ptpp reputation marketing: social media that drives...

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