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

info@realpatientratings.com

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

•