webinar: turning reviews into real dollars
TRANSCRIPT
How Reviews Become REAL Dollars
I know half of my marketing dollars are wasted...
I just don’t know which half.
John Wannamaker
founder of modern advertising
Reviews are the new advertising
Consumers have many choices….Smart practices adjust the way
they sell to the way that consumers want to buy
From 2011-2014, consumer use of reviews grew from 12% to 88%!
– 70% of Americans say they look at reviews before taking the next step to conversion. (Zero
Moment of Truth, Google, January 2013)
– 70% take action after reading consumer opinions posted online (Nielsen, Global
Trust in Advertising and Brand Messages, Sept. 2013)
Now patients are in charge of the process by which they choose the practices
they do business with
Without reviews, it’s much harder to make it past this point. You slow the choice if you don’t provide what’s needed to move forward
All of this may occur BEFORE contact with your office….
Online Procedure Research
Doctor Type + Reviews
Doctor + Reviews
Offline Conversations
Decision
Satisfaction drives conversions
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.
Reviews are like magic• Increases time on site (more interesting)
• Increases & speeds up conversions
• Decreases bounce rate
• Makes your site fresh
• Makes you more attractive in search results
• Combined with ratings makes them stronger
Source: Bazaarvoice
Source: Bazaarvoice
More is more
0 500
Source: Bazaarvoice
More visibility in search
Where would you click?
Uniqueness
Social proof
FRESH social proof: three reviews from just this week
Cost infoVisual proof
Instant communication
Natural language
All together now!
Fewer pages read, less time spent, but 85% more leads
More conversions
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
Web Conversion Ratio
• US standard range
– 1:20 (high) 50 leads per 1000 visitors
– 1:70 (low) 14 leads per 1000 visitors
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
As Communication has revolutionized, so has your marketplace…
and so must your marketing
Give them quality. That is the best form of marketing in the world.
Milton Hershey
Managing Complex RelationshipsIf you can’t measure it, you can’t manage it
Visitors
Inquiries
18% Conversions
“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
24% conversion rate
50% conversion rate
Change 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
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
Learning from reviews
• Negative reviews often provide insight
• Resolve recurring negative themes (late, parking)
• Alerts show patient is open to resolving issues privately
“Every visit involved at least 30 minutes of
waiting”
Parking situation is absolutely horrible.
It is so bad it will discourage me from
returning
Using reviews
• 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
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/
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
Dr.Saltz and Ruth were amazing to work with! They
were professional and fun. They gave me great input and answered all of my
questions.
Lauren Reed PA-C, MMS Juvederm review:
“I am always pleased with the way I am treated here and I am always pleased with the results. I wouldn't go anywhere else!”
Are you ready to use dependable, authenticated patient feedback to
MARKET and GROW your business?
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
Source: Bazaarvoice, 2015
WOM Lives on
Those who knew someone who had the procedure were
22% more likely to schedule the procedure
• How reviews can increase the number of leads you get from your website immediately - Why you need recent reviews - Actual before & after case studies of practice websites How to use reviews as a sales tool to reduce no-shows and schedule more surgery - The effect of user-generated content (UGC) on your trust level with Google - Why Google loves brands, and what this looks like online
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