STEAL FROM THE BESTHOW TO USE REVIEWS TO GROW REVENUE
HAD ENOUGH?We have some bad reviewsWe don’t have any reviewsWe have fake reviewsWe don’t have enough reviewsIt feels like a lot of work to ask patients to write reviewsIt feels tacky to ask for reviewsI’m afraid to look at our reviewsWe don’t have reviews for our injectors or aestheticians
PROBLEMS WITH REVIEW SYSTEMSMost don’t or can’t verify the patient actually saw the providerThe business model actually favors negative reviewsPatients want or need anonymity which results in low volumeDoctor/practice cannot opt outCan’t respond
PEEPLE
WHAT, ME WORRY?
5 4 3 2 1
GOOGLE SUGGESTS IT
EVERYBODY’S DOING IT
92% of people read reviews
BrightLocal 2015
3 OR LESS• 40% of consumers
form an opinion by reading just 1-3 reviews (vs. 29% in 2014)
• 88% read 10 or less before forming an opinion
10 AND DONEIf a local business has up to 10 reviews then 88% of readers won’t look any further.
FRESHNESS
44% say a review must be written within 1 month to be relevantAnd 69% say a review must be written within 2-3 months to be relevant
THEREFORE…Your goal = 10 reviews over the last 3 months (On your own website)
TIME HEALS ALL WOUNDS
Up to 84%
of consumers are unlikely to consider a review older than 6 months to be relevant
MORE IS MORE
Quantity? Rating? v.
+111%
Conversion Rate +2%Conversion Rate
STAR RATINGS• Star rating is
#1 factor used by consumers to judge a business
4 OUT OF 5 AIN’T BADIf a business has a 4 star rating, then 94% of consumers will use that business
A LITTLE BAD IS GOOD FOR YOUThe blemish effect means that people need a negative review sprinkled in here or there to believe the positive reviews
You do not want to be a 5.0!
BEFORE – DURING - AFTERConsumers are no longer using [reviews]
just to research products during the “consideration” phase.
They are now using them at any time in any place, as they have easy access on their
mobile devices.
ROBOResearch online, buy offline
IMPACTS ALL INCOMES - MOST ON WEALTHY• 87% who earn
$150,000 or more say that reviews have an influence on their purchasing decision
• Younger shoppers are more influenced it *Bazaarvoice
8 WAYS TO USE REVIEWS IN MARKETING
Confidential and Proprietary. © 2015 Bazaarvoice, Inc. 23
#ugcbootcamp
Amplify
Ratings & Reviews
Owned Assets
Ads
+35% Click-Through Social
+78% “Buy Now” Increase
(CPG Avg)
+79%Conversion Rate
+193%Click Thru
ON YOUR WEBSITEIncreases rankingsIncreases web leads & phone callsIncreases engagement It makes you stand out significantly against competition
ON YOUR WEBSITE
FRESH social proof: three reviews from just this week!
FRESHNESS
UNIQUENESS
POST ON FACEBOOK
Actual patient thank you notes as the Facebook cover photo design
Patient review reposted as Facebook status update with hashtag#testimonialtuesday
USE CONTENT FROM PATIENTS ANY WAY POSSIBLE
TWEET ABOUT IT
v
+35% INCREASE IN AD CLICK THROUGH
Wouldn’t this be more compelling if it said “read our 1000’s of reviews”?
Watch Rubbermaid – they’re always innovating with the use of reviews of their products.
CONFIRM APPTS WITH ITSend links to read reviews in your confirmation emails/texts
PRINT ADS
MESSAGE ON HOLDWhile you’re waiting, be sure to visit our website and read our reviews!
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
CAUTIONDon’t steal! Check guidelines or terms of service
LEARNING FROM REVIEWSNegative reviews often provide insight Resolve recurring negative themes (late, parking)
“Price for Botox wasn't very competitive.
Could have been lower.”.
“Parking situation is absolutely
horrible. It is so bad it will
discourage me from returning…”
“Everyone was amazing, she had amazing reviews. the ONLY
reason i am not doing the procedure right now is financially i am not able
to. if they offered a payment plan other than Care Credit, I would be on
calendar right now!”