Tools for understanding the importance of & managing your online reputation.

1. Online Reputation Management
LASIK Surgery Boston
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2. • Imagine…
• You’re a highly experienced, world-class LASIK surgeon located in Boston
and you are seeing a new LASIK consultation.
• The consult is a friend-of-a-friend consult, a no-brainer. She is life-long
friends with a patient that has been with you for years.
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3. • The past patient thinks the world of Boston Eye and the new patient
consult could not have gone better…the new patient puts down a deposit
& books a date for her procedure.
• The new patient has lunch that afternoon and can’t wait to share her
news with her friends. “I’m finally going to get that LASIK procedure that I
have always wanted with The Boston Eye Group.”
• One of her caring friends does what friends do and Googles “Boston Eye
Group Reviews”
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4. • The best friend finds online reviews from their past patients
– Some positive
– Some negative
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5. • The homerun patient cancels her procedure with no explanation.
– They blame it on the economy…
– And they say goodbye to their professional fees
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6. • Ten years ago before Internet online reviews existed this friend-of-a-friend
referral was a guaranteed ‘word of mouth’ close.
• Today in the Google world more than one in ten physicians is rated on
RateMDs.com alone. Online reviews are the new ‘word of mouth’!
• If you think you’re immune think again.
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7. • Suddenly it dawns on you that patients are talking online……
– About LASIK surgery!
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8. Google Reviews Are Visible
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9. Impact - Boston Eye Group’s Bad Reviews
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10. Impact of 39 Stellar Reviews
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11. • You have always been at the top of the class, attended the best schools,
received world class training and this means very little to patients…..
• They want to hear actual patient feedback directly from your patients!
• Patients have multiple choices when it comes to seeing a physician. You
can either stick your head in the sand or do something about it. Online
reviews are not going away anytime soon.
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12. Reviews Are Very Visible
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13. Patients Are Talking Online
• If you were a potential patient wouldn’t you be curious as to
what your actual patients had to say about their experience?
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14. Your Online Reputation Is Being Shaped Daily…
Talking Listening
• Patients • Patients
• Competitors • Potential Patients
• Employees
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15. It takes 20 years to build a reputation and 5 minutes to ruin it.
- Warren Buffet

16. The way to gain a good reputation is to endeavor to be what you desire
to appear.
- Socrates

17. Your New Customer Demands More
Their expectations are higher than ever.
Make it Relevant
to Me
Be Authentic
and Let me Share
Transparent my Point of
View
Listen to me and
Give me What I
Respond to my
Want – when I
Feedback.
Want It
Empower me
with
Information
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18. Reputation Management
• Historically, you managed your
reputation and brand through
patients, newspapers, radios and PR “It takes many good deeds to build a
campaigns. The Internet has reputation and only one bad one to
changed the process. lose it”
Benjamin Franklin
• Today, most decision makers get their
information from the Internet and it
is up to you to control your online
reputation.
• While there are credible resources
online, a lot of their information
comes from anonymous online
review sites.
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19. Forty Ratings Sites Today, Even More Tomorrow
• Today, more than one out of • RateMDs.com, Angieslist.com,
every ten physicians is rated on bookofdoctors.com, careseek.com,
RateMDs.com checkMD.com, citysearch.com,
complaintsboard.com,
doctordecision.com,
doctoroogle.com, drscore.com,
• If you think you’re immune think
healthgrades.com, insiderpages.com,
again. Having your reputation kudzu.com, local.yahoo.com,
defamed is now an occupational makemeheal.com, mydochub.com,
hazard openlist.com, physicianreports.com,
ratepoint.com, realself.com,
ripoffreport.com, yelp.com,
• Patients may hear about you on
vimo.com, wellness.com,
the radio, they will then visit your yellowbot.com, zocdoc.com,
website, and the last step is to talksurgery.com, vitals.com etc….
see what other patients say about
you through online reviews
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20. Step One – What Is Your Reputation?
• When people search for you online, Managing your Brand Online
they are looking for more than your
website. Patients want to know what
patients have to say about you.
• Consumers are having more and
more of a say in how your brand is
perceived online.
• Your Online perception is reality. Your
search results define you and
patients have no better method to
judge your qualifications.
• You need to understand and monitor
what is being said about you online!
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21. A Better Solution…
Manage What is Being Said
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22. 2nd Step: Building Positive Reviews
• While having bad reviews can be damaging, you cannot always control
who writes them online.
• We estimate that for every unhappy patient there are another 50 who are
ecstatic with their results.
• Enable past patients who have had a positive experience to write
something on line for you. Make it easy for them to share.
• Conduct “intelligent” online surveys with customers to get patients who
are happy to write reviews.
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23. The Smart Survey & The Review Building Process
• Ask questions • If, and only if, the
• Patient has a • Post-Procedure
about their patient has had a
procedure your Customer is
experience with great experience we
sent an e-mail
the service. then ask them to
• E-mails are asking if they
collected at time write a review online
would be willing
• Last question is
of registration. to fill out a
would you be • We then link them
survey
willing to refer a directly to a review
friend? site.
• Link would send
them to a
• Since only happy
personal page
patients are asked
with information
to review you, you
relevant to the
start to build only
practice and the
positive reviews
person.
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24. Your Online Survey Design
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25. If Happy, Please Share Your Experience
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26. If Unhappy– No Review Request
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27. Writing The Review
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28. Immediate Results
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29. Review Sites Drive Quality
Traffic To Your Practice
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30. If you’re in a situation where you cannot change the negative review no
matter what you do…..
Your focus should be to switch gears and go about sharing
your positive patient experiences, thus burying the negative!

31. How Do You Start Building Your Raving Reviews?
Let’s Talk!
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32. Contact Information
• Patrick Duffy, President
• Customore.com
– 1769 N. Clybourn
– Chicago, Illinois 60614
– (312) 640-0227
– pduffy@customore.com
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