How Reviews Become Real Dollars

realpatientratings.com

How Reviews Become REAL Dollars

Marie Olesen & Eva SheieWebinar - March 4, 2015


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*


Now patients are in charge of the process by which they choose the practices they do

business with


From 2011-2014, consumer use of

reviews grew from 12% to 88%


WOM Lives on• Those who knew someone who had the

procedure were 22% more likely to schedule the procedure*

UCLA study of RPR data, 2014


Consumers have many choices…. Smart practices adjust the way they sell

to the way that consumers want to buy


What are conversions?• The conversion rate is the percent of users

who take a desired action. – Website: percentage of visitors who complete

contact forms. – Office: percentage of patients who complete

surgery or treatment. • Conversions are a statement of satisfaction


Inquiry

Appointment

Consultation

Scheduled

Retention

ReferralSatisfied

Patient Relationship Lifecycle


Trust…

The most effective SEO strategy


In every vertical or industry, there’s an statistically valid average number of customers who will be a 5, 4, 3, 2, or 1.


Overall satisfaction with surgery experience

5 4 3 2 10%

10%20%30%40%50%60%70%80%90% 78%

17%3% 2% 1%

Percentage of patients

27,297 respondents since 2011

Do you know your own ratings

breakdown? It should look just like

this!


There’s no such thing in real life as a perfect 5.0 rating


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.


When you say it, it’s marketing

When your customer says it, it’s social proof

Reviews tell potential patients that you are trustworthy


More is More

Source: Bazaarvoice.com


Nothing says “we don’t care” more to a potential patient than a website that hasn’t

been updated in several years.


UniquenessHow can Google

differentiate between all of the choices?


Social proof

FRESH social proof: three reviews from just this week

Cost infoVisual proof

Instant communication

Natural language


Web Conversion Ratio • US standard range– 1:20 (high) 50 leads per 1000 visitors– 1:70 (low) 14 leads per 1000 visitors


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

*doubles contact forms from 2012


Fewer pages read, less time spent, but 85% more leads

More conversions


More visibility in search results

Ads

National results

First local result!

Ratio1:40


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 HersheyFounder, Hershey’s Chocolates


“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

realpatientratings.com Visitors


18% Conversions


The definition of insanity : Doing the same thing over and over and expecting a different result.

Albert Einstein

Insanity


Inquiries


27% conversion rate


50% conversion rate


Change your 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


Learn from reviews• Negative reviews often

provide insight to areas of weakness

• Recurring negative themes must be resolved

• Alerts are an invitation from the patient to resolve the concerns without negative public reviews

“Every visit involved at

least 30 minutes of waiting…”


Managing Complex RelationshipsIf you can’t measure it, you can’t manage it


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


In the office

• 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


New Med Spa Module


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


“The entire experience was very comfortable and

professional. I have been wanting this surgery for about 20 years and was always too shy to follow

through with it. Dr. Saltz and her team were amazing and

made me feel safe and comfortable. I am so

grateful.”Lori Saltz, M.D. La Jolla, CA

http://test.realpatientratings.com/Philip-Wey/

http://test.realpatientratings.com/coolsculpting-reviews.html



“My results are fantastic. I am very pleased with the

outcome. Everyone went out of their way to make sure that

I understood the procedure. This is my third surgical

experience with Dr. Smoot. I plan to return for future

surgeries here with Dr. Smoot. I have already referred a friend to the practice.”

John Smoot, M.D. La Jolla, CA






Are you ready to use dependable, authenticated patient feedback to

MARKET and GROW your business?

How Reviews Become Real Dollars

Healthcare

Transcript of How Reviews Become Real Dollars