Steps to Secure Patient Reviews
In competitive markets, doctors must secure more patient reviews than their rivals.
The factors by which a patient selects a doctor have dramatically changed over the past several years. They are turning to reviews by other patients to validate a decision. Despite the inherent flaws in online reviews (e.g. validating it's a real patient), we believe they're here to stay and consumers trust them. Additionally, Google is increasingly factoring in reviews to adjust search rankings of medical practice websites.
The biggest challenge most doctors cite is compliance: getting patients to follow through and post online about their experiences.
Below are some tips to drive patients to take action. Some of this borrowed from Dr. Grant Stevens who has lectured on what he's done to get high rates of follow through from his patients.
Step 1: Acquire important information at the first visit by a patient
Upfront, ask the patient to share how they use the Internet. Here are 2 sample questions for registration of a new patient:
1) The web is becoming a key way patients learn about our practice. Do you participate in any of the following (check all that apply)
Yelp
Facebook
Twitter
Angie's List
RealSelf
Blogging If yes, where can we see it? http://________________
2) What website(s) did you find helpful to use in researching our practice or the procedure?
Include this information in their chart.
Why collect this information? If a patient is a blogger, or checks 2 or more boxes, they are "social" and much more likely to feel comfortable posting a review. This also gives you a chance to verify the patient isn't using the web to trash others. That should raise a flag on whether you want to develop a relationship in the first place!
Step 2: Ask the patient on final visit, "Can I ask you for a favor?"
When they say, "of course", explain to the patient that you really value their opinion and feedback on their procedure experience. Request that they please post about it online, anonymously should they wish, and share their unbiased feelings. You can also reference what the patient said in the check-in process. For example, "I see you like Yelp; that's a great place for you to share your experience about our practice"
Step 3: Hand a card to your patient
On the card should be a link/URL to a page on you own website. This page includes links to online review sites, including a link to your RealSelf review form. This gives you the flexibility to change the recommended sites after you feel a service has enough postings about you.
Step 4: Establish a deadline
This is the critical step that most practices skip over. People respond to taking an action when their given a deadline. They force us to prioritize our responsibilities; they limit procrastination.
If the patient says they'll post that evening, then say "I'll be looking for it tonight". This again, triggers a sense of urgency and the patient to follow through. Your office may want to also send a reminder email to patients several days following this meeting, with a link to your website reviews links page.
It may feel a bit awkward to do this, but it's a proven technique!
Feedback on this? Have other suggestions? Send us a note