how ratings + reviews = revenue (for plastic surgery practices)
Post on 13-Sep-2014
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What is "reputation management" anyway? Like everything in online marketing, it's constantly changing. Learn how to focus on proactively protecting yourself, and convert more leads and cases with the marketing features available to you as a member of RealPatientRatings. Looking for revenue? We’ll show you how to do more with what you've got by using the 3 most important reports on your reporting dashboard, and how to and interpret the data to generate more revenue without spending more money. Brought to you by the letter R with your RealPatientRatings team Marie Olesen, April Linden, and Eva SheieTRANSCRIPT
Reviews + RevenueBrought to you by the letter “R”Wednesday, July 31, 2013
Who are we?Marie Olesen
(Founder & customer experience guru)
Eva Sheie (master of the online patient experience)
April Linden (master of the reporting universe)
We love to help practices grow and prosper!
RPR
Where are we?Total surveys = 25618
Total consultation surveys = 12165
Total surgical surveys = 13453
Surveys approved for posting = 16271
Where are we?Over 1 million questions answered
Largest study of cosmetic surgery patients ever
2700 consult patients
7200 post-op patients
Reputation Management: More than online reviews
PART ONE
Is this you??
What IS reputation management?
“Online reputation management (or monitoring) is the practice of monitoring the Internet reputation of a person, brand or business, with the goal of suppressing negative mentions entirely, or pushing them lower on search engine results pages to decrease their visibility. [It's] the act of monitoring, addressing or mitigating SERPs (search engine result pages) or mentions in online media and Web sphere content.”
Reputation Management is NOTGetting bad reviews removed from the
internet
Writing fake reviews for yourself
Having your staff write reviews
Paying someone to “manage” it and then forgetting about it
Encouraging or paying for “trolls”
Two Universal Truths of the Internet
A major component of good SEO strategy today includes attention to these two areas:
1. Your name will always be your #1 keyword
2. Demand for reviews is growing and will keep growing
Truth #1Your name is your top search
term
Google Analytics doesn’t track users who are logged in to a
Google account
53% of this MD’s top 10 keywords are name-related
Truth #2: Demand is exploding
*Google Trends
*brightlocal.com
*brightlocal.com
*brightlocal.com
And 96% of aesthetic consumers say it’s
important
*RealSelf.com
Reviews = RevenueBrightLocal concluded that:
By the time a consumer has started reading reviews they have identified an issue/need they have, worked out what service or product satisfies this need and now want to select a business to use.
The path from reading online reviews to purchasing is short which means it’s crucial for local businesses to have a positive online reputation so they convert ‘searchers’ to customers.
We have limited time and resources
How do we know that focusing energy and resources on your “reputation” will result in more revenue?
Data, of course!
Reviews Increase Conversions
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)
And it just keeps growing! 91% of highly satisfied patients will share their comments online
5 simple steps (4 from Forbes +1 more from
RPR)1. Set up Google Alerts for your name
2. Complete those social media profiles
3. Create a FLOOD of positive content **
4. Present yourself as you’d prefer to be perceived (are you a scientist? Perfectionist? Friendly? Busy? Worth waiting for?)
AND from RPR, the #1 most important review tip…
Do great work and deliver great service
1. How to set up a Google Alert
Go to google.com/alerts
2. Set up those profilesRequired!! Google+, LinkedIN, Facebook, Twitter, YouTube
Also required: PlasticSurgery.org, Surgery.org, state society
Also helpful: Yelp, Citysearch, Foursquare, Pinterest*
Do not engage with sources that are not credible! (If you’ve never heard of it, don’t do it without further research)
Some cool tools that can helpExpertReputation.com (review monitoring for medicine only,
$29 monthly fee)KnowEm.com (Use to do a quick check on all websites)
3. Create a flood of positive content (this is RPR’s
specialty!)Facilitate content marketing to
strengthen your web presence Basic feeds: surgery reviews & consult
reviewsExclusive ASPS integration: show your
reviews on plasticsurgery.org if you have an Enhanced profile
Publish directly in your TouchMD system
Display reviews on your iPad or iPhone(NEW!) Premium feeds: Publish your
reviews by procedure or small groups of procedures
RPR
Special features for Group Practices
Up to 25% of your searches will be for your practice name. You need a separate
strategy for the group’s reputation!
Practice profiles in the RPR directoryPractice feeds & widgets combine all members of
a practice into single features
Practice profile
neutral
neutral
neutral
What else can I do with all that content?
When confirming consult appointments by text message, include a link to read reviews
Share comments on Facebook or other social media – this is the RIGHT kind of content for social sharing
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”
Use them in print marketing
Print them out and include them in your photo books
4. Present yourself as you’d prefer
to be perceived Are you a scientist? Artist?
Perfectionist? Friend? Let your marketing work with your personality and not against it
Why this can be more difficult for female surgeons
If you share your personality online, or get your staff to prepare patients for your personality, patients will be prepared when they meet you and will not create unrealistic expectations about you
5. Provide a great product and great customer service
Why service systems are valuable and necessary in our practices
Your dashboard reports provide critical patient experience data that you can use to improve service, which helps you find revenue
But wait, there’s more!
Your customer service and keeping promises
Having a service recovery plan
Accepting that 100% of patients will not be happy, and that some blemishes actually help you
If negatives do arise…
Don’t throw fuel on the fire!
Do not click on it
Do not respond
Do not overreact
WAIT!
More resourcesSign up for the new RPR Premium Feeds or Group Practice Profile
http://www.realpatientratings.com/premium-features.html
Forbes: Is Online Reputation Management Worth The Money?
http://www.forbes.com/sites/learnvest/2013/07/26/is-online-reputation-management-worth-the-money/
Doctors who ignore online reviews put their reputation on the line
http://www.medibeauty.biz/doctors-who-ignore-online-reviews-put-their-reputations-on-the-line/
BrightLocal’s Local Consumer Review Survey 2013
http://www.brightlocal.com/2013/06/25/local-consumer-review-survey-2013/#reputation
The Complete Guide to Yelp Reviews: Power to the People!
http://www.wordstream.com/blog/ws/2013/07/22/yelp-reviews#
Find new revenue with your reports
PART TWOIs this you??
AgendaGetting on the reporting website
Navigating the website
Using 2 new reports
Step 1: How to get inGo to reporting.smg.com
Or go to the bottom of any page on realpatientratings.com
Click on MEMBER
INFO
Click on SMG DASHBOARD
LOGIN
Step 2: How to read the Dashboard
Dashboard
Dashboard: Quick overviewHow am I doing?
Again, the date range will always default to the last 90 days
The metrics shown are 2 of the top drivers of satisfaction in each category
#1 #2
#3 #4
The top drivers are featured here to give
you a quick look at the most important metrics
Dashboard: What are patients saying?
You can see all comments, including those not approved for posting on the web
Hover your mouse over the word More to see the full comment
Click on “Go to All Comments” to enter the full comment report
Dashboard: How do I compare?
Default date range is the last 90 days
Categories are the top 5
System Score = all MDs in the RPR system
Dashboard: My Favorite Reports
The favorite reports were created by us as a standard set
Consult reports always start with Co- and are listed first at the top, followed by the Surgery reports, which start with Sx-
You can save your own favorites if there are specific areas you want to see
You can schedule the reports to be emailed to you
You can print reports to pdf and export to Excel
Takes you into the Report Builder tool
Email my Favorites
Step 3: How can you make a daily
difference?
1. What can the staff do? Be friendly.
2. What can the surgeon do? Listen carefully.
Hidden Revenue Opportunity #1: Friendliness of Staff (on the phone)
When patients are highly satisfied with the
friendliness of your staff at the TIME OF MAKING
THEIR CONSULT APPOINTMENT, they are more
likely to schedule their surgery at their consult
visit.
Co-Friendliness of Staff (System)
1 = YES (the patient scheduled their procedure AT CONSULT)
Of the 8969 patients who scheduled at consult, 52% were highly satisfied with the friendliness of the staff while making their appointment
Oh no! Only 34% of the patients who were JUST satisfied scheduled their procedure at consult.
Tips for successRemember, it doesn’t cost anything extra to be
friendly
Give your staff a gentle reminder -- every time the phone rings, it’s an opportunity to do surgery on another patient.
Remind your staff of the critical importance of the first impression during these slow and difficult economic times
It’s as simple as putting a mirror on the front desk so you know you’re smiling when answering the phone.
Be engaged and be in the moment
So How Did I do?Trend Report allows you to look at the before
and after
Being Friendly: Trend Report
Pick your timeframe
Being Friendly: Trend Report
Choose the view called “Graphs and Data”
What’s most important to your patients?
In the Favorites, chooseSX–MD Listened Carefully and
Reviews
We’ll send you a “HOW TO” guide for
this report after the webinar
Hidden Revenue Report #2: Sx-MD Listened Carefully
An astounding 89% of patients who feel highly satisfied that the surgeon has listened carefully to their needs or concerns are willing to share their comments about the surgeon online
Only 71% of those who were JUST satisfied will share their comments
When patients feel like we are really listening to them, they reward us with their
reviews.
Ask yourselfAre you an active listener?
What tools do you use to confirm that you really understand what the patient wants or needs? Do you verbalize their concerns as part of a
response? Do you include it in pre-op follow-up? Are patient concerns systematically shared with
the staff so they can coordinate the care?
Co-Friendliness of Staff
Choose this report from
the Favorites module
Getting started
You can change the date range
Your report appears
below the report
builder tool
We’re here to helpCall April – Do you need help reading and
interpreting your reporting dashboard?
Call Eva – Do you need website recommendations or help with installation of the feeds?
Questions?