This Week’s Q&A Topic: An Easier Way to Get 5-Star Patient Reviews
Question for Catherine:
I need more of my HAPPY patients to give me 5-star online reviews. I have a few good ones but I also have as many “not so good” ones. Some of our high-maintenance patients have criticized my staff and me unfairly so I need to drown them out with the patients who are happy with my work and with their experience with us.
My staff is hesitant to ask our patients for reviews so do you have a script that you suggest we use when reaching out to our patients to ask them to help us with this? What kinds of things work best in testimonials for patients to talk about their procedure, their interactions with me, etc.?
Hello Dr. R,
Here are recent stats you want to be aware of:
#1 – 72% of Consumers Trust Online Reviews As Much As Personal
Recommendations. (Source: Search Engine Journal)
#2 – 90% of Customers Say Buying Decisions Are Influenced by Online Reviews
(Customer Review Statistics)
#3 – Doctors are the SECOND most reviewed search group with restaurants
being the first. (BrightLocal)
Here is some crazy reality for you…. In today’s social media world, patient online
reviews have become as significant as your skills as a surgeon. Yikes!
That means what OTHERS say about you is infinitely more important than what YOU are saying about you on your Website and in your advertising.
So, do NOT leave this to chance. They are the most important patient-attraction strategy to build trust and credibility between you and new cosmetic patients.
And the best part is you have a lot of control over how many reviews you get as well as the quality of those reviews.
Here are the steps to follow to get good reviews quickly:
Step #1: Patient Selection
Patient selection and timing is crucial. You need to catch your patient when they are gushing about you and their result. Most likely, it’s at their post-op appointment when they are looking good and feeling ECSTATIC about their result.
This is when YOU, the doctor, ask them for a review in a comfortable way; i.e.,
“Susan, I’m so glad you’re happy with your result. Can you please do me
a favor? You know how important online reviews are for others who are
also looking for a good result. Would you mind writing a review? Karen
can give you a tool to make it fast and easy for you? I’d really appreciate it.”
Step #2: Detailed Instructions
Now your staff meets with your cosmetic patient to go over the contents of the review tool kit. Since google+, Yelp, and RealSelf are the three most important
review sites in the eyes of google for our industry, find out if your patient has accounts set up with any/all of them. If they don’t, offer to set up the account for them so
they can then write the review at home on their own computer.
So the patient online review kit contains:
– Introductory letter w/ explanation
– Instructions for the 3 review sites
– Starbuck gift card*
*While you never want to pay anyone for a review, you can certainly thank them for their time in a small way.
Step #3: What is a Good Review?
Help them help you. The introductory letter includes starter sentences for them to complete since a good review tells a full story; i.e.,
– I wanted to improve ___________because ________
– I chose Dr. Smith because _____________________
– My experience with the doctor and staff was _________
– How I feel about my result _____________________
Step #4: Follow Up
If your patient does NOT upload a review within 48 hours, have the same staff person who walked them through the review kit call them and say,
“Hi Susan, Dr. Smith and I are looking forward to your review and haven’t seen it yet. Is there anything I can help you with?”
Most likely, that will prompt them to do it now.
Step #5: Thank Them!
Thank them in any way that really shows your appreciation. That could be a simple phone call, a handwritten letter, a little extra Botox at their next visit, etc.
There is a saying “Behavior that is rewarded is repeated”. Just be sure your patient knows how much you appreciate their support.
This strategy works. A plastic surgery practice followed these instructions and handed out 12 packets and within 21 days, they had 3 google+,
1 RealSelf, and 3 Yelp patient online reviews.
Watch This Free Online Training I did so you can see exactly how to put together your own Patient Online Review Kits:
What are you currently doing to get more 5-Star Patient Online Reviews?
Is it working?
Catherine Maley, MBA is a business/marketing consultant to plastic surgeons. She speaks at medical conferences all over the world on cash practice building and trains staff to be converting rock stars. | View Author Profile | Get a Free Copy of her popular book, Your Aesthetic Practice: What Your Patients Are Saying