Latest posts by Adam Zilko (see all)
- How to Calculate the Lifetime Value of Your Dental Patients: A Lesson in Long-Term Thinking - November 27, 2014
- Why It Pays to Go ‘Beyond Local’ When Hiring a Dental Marketing Company - November 13, 2014
- The Dental Marketing ‘Return on Investment’ (ROI) Formula All Doctors Should Know - October 30, 2014
We are asked many times about our methods in helping our dental practice clients garner reviews from their patients. The simple fact is that it takes a bit of work, however, it can be a game changer.
Consider this, according to Cone, a staggering 89% of users trust online reviews, and 80% of them have changed their mind on which product or service to choose based on negative reviews. That proves that reviews are crucial to all businesses, especially dental practices. And, as we all know, if you do a great job, your patients may tell 1-2 people about their experiences, yet, if someone doesn’t like what you’ve done, they will tell everyone. They are also more likely to write a negative review that will be detrimental to your business. More-so, the review doesn’t have to be accurate. It comes down the their opinion.
So how do we go about resolving this issue? Looking to get more positive reviews from legit and happy patients? While this process takes a bit of time and work, it is worth it in the long run. Let me show you how we approach this, and you choose for yourself it’s right for you.
The first step in garnering reviews is to put in place a system that works and is easy not only for the end user writing them, but for the staff at the dental office looking to acquire them. If it’s difficult for any of the above to figure out where to go, what to do, etc., they are far less likely. So, what we have done is put in place on all of our sites a /review-us/ page that links out to several all-important directories we are targeting at the moment. See below for a screenshot.
This allows us, our client, and their patients to know where to go to leave a review. We don’t stop there, however. Part of what people will want to see is the reviews / testimonials themselves. So in addition to building a /review-us/ page, we implement a /testimonials/ page, as seen below, that is placed on their website (We don’t want them to leave their site if possible, especially if there might be a negative review floating around.) ,
This /testimonials/ page also encourages users to leave their testimonial while they are there (and we get to final editorial approval),
In this page, we implement the hReview tag to promote on Google, and with that we get this on our SERP (Note, the above screenshot and below one are 2 separate clients),
So now at this point, we have the client’s site pretty dialed in and ready for reviews. The next step is to get our clients on board with promoting themselves. The main issue we see is that most clients will never even ask for a review. Either they don’t know the importance or it’s an out-of-sight-out-of-mind issue. So for that, initially, we recommend that they setup a computer in the front office, and request reviews from their clients as they are leaving. This was okayed by Google a while back, and helps to debunk the theory that multiple reviews from a single IP would flag your account.
We suggest that our clients bookmark their /review-us/ page, then walk their staff through the process of 1) Getting patients to the visit the review site in question, 2) leaving a review, or 3) setting up an account for the patient if they don’t already have one and then leaving a review.
What we have found is that, in many cases, our clients wont have the support in place, or their patients wont have the time to stick around to write the review. For that, we have implemented this extra step in the process.
This is an editable .pdf that is a 2 sided postcard (only one side shown here). The client can then type in and check off their data, print it out, and either hand them out or mail them out to their patients as they are walking out the door. We also use this to reverse target long time patients of the business we are working with to help promote further online reviews for our newer patients. As we assess our client’s reviews across the web and help them manage their reputation, we will recommend to them the targeted directories to focus on.
We believe that online reviews on Google Places are beginning to play a bit of a role in the rankings of the listing itself. Maybe not as much directly, but for many factors indirectly through engagement, use of KW’s, etc. Following the above methods has seemed to work very well for us, however, it’s still a bit of a difficult / uphill battle that us and our clients have to stay diligent on. To us, these are best practices, however. We would love to hear what others have found to work well.