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Positive Review Building And Reputation Protection for Dentists
- 1. Positive Review Building and Reputation Protection
- 2. About me.
- 7. 20 Years go... Walkman VCR Player Movie Camera LCD Calculator Watchman Tape/CD Player Type Writer Voice Recorder Radio Telephone
- 11. Your online presence is more important than ever before.
- 13. Word of mouth is still the best advertising… It’s now digital.
- 17. So, What’s Driving Patient Choice? Reviews.
- 18. 88% of people under 55 trust online reviews as much as personal recommendations.
- 19. In the past year, 58% of millennials have looked at local business reviews at least once a month.
- 20. 144% increase in driving directions when listings have reviews.
- 21. 360% Increase in website views when reviews are present.
- 25. They want to know if they will like you and your practice. • Online Reviews are now the first impression of your “practice personality”. • A few random, negative reviews won’t harm you…but several negative reviews about the same topic will.
- 26. How can I build relationships in my community - to drive more positive reviews?
- 27. Authentically give back to your community and let the world know about it. Cause Marketing
- 28. School Athletic Boosters, Health Fairs, Community Events, Golf tournaments, etc. Sponsorships
- 29. Instead of sponsoring someone else’s event, hold your own and invite the media. Newsworthy Events
- 31. Work best in smaller markets, but with some creativity you can generate valuable links and mentions. Newsworthy Stories
- 32. Some are free, many are paid, all require a little leg work…but they're worth it. “Best of” Lists
- 33. Point your audience to the best in your community. Generate inbound traffic, shares, etc. Use your blog as a community resource
- 34. How can I optimize my website for a positive patient experience?
- 35. 48% of internet users said that if a site didn’t work well on their smartphones, it made them feel like the company didn’t care about their business.
- 36. Responsive Design is a Google Recommended Best Practice.
- 38. Put the most requested information front and center. • Phone number • Appointment Request • Forms • Bio/Tour • Directions/Location
- 39. Look at your website assuming visitors will never see it anywhere other than a smartphone. • Is there enough info to make a “purchase” decision? • Does it present the image you want? • Is it simply “good enough”.
- 40. Avoid most animation. • Trailing cursors won’t work. • Users don’t have a mouse, so… • Keep it simple, clear and attractive.
- 41. Use Mobile- Friendly Forms • Make certain your forms look good (and work) on all devices. • .PDF printouts are not “mobile friendly” • Fill them out yourself. Understand the patient experience.
- 42. Replace your stock photos. • Use kids you know • Take photos in your community • Use landmarks • Take photos inside and outside of your practice. • Use pictures that wouldn’t make sense on anyone else’s website.
- 43. Include a map that links directly to your Google My Business Listing
- 44. Add Driving Directions • Even if your practice is easy to find. • Use street numbers, names, landmarks, other business names • Consider alternative names for areas. • Get hyper-local.
- 45. Contextualize your practice location. • Add an outside photo of your practice: • Home page slider • Contact Us page • Office Tour
- 46. Consider language accessibility. Is your staff bi-lingual? Prominently display this on your website. Consider adding bi- lingual forms to your site. Many browsers include language support. Make certain your English pages are being translated properly.
- 47. Stream Reviews
- 48. Your Patients want to see reviews, not testimonials.
- 49. CULTURE REVIEWS Create a Practice Culture that Builds Great Reviews OF
- 50. Walk through the patient experience - from Google search to post- visit. What is it like to visit your practice? Be a Visionary: See What Your Patients See.
- 51. Ask your staff, read reviews, listen to your patients. Be OPEN: Listen to criticism and advice.
- 52. If something (or someone) isn’t working out - change it. Be HUmble: Don’t be afraid to admit that you don’t know everything.
- 53. A happy staff creates happy patients. Build time into your schedule for team building and fun. Have fun with your TEAM: Take time relax and unwind together.
- 54. NEVER FORGET: Stress can make you lose your head.
- 55. Your front office staff should be the friendliest people your patients could ever encounter. Keep ZOMBIES Behind The Wall
- 56. Use social media to engage with your patients and build relationships that let the public know the real you. Build Relationships
- 57. Most review strategies fail because of a failure to follow through. Have a Plan: Get a review system and use it.
- 58. Ask for what You Need Practices that ask for reviews, get reviews.
- 59. Consider a contest, staff party, buying lunch, etc. Celebrate Victory Set review goals and reward your staff.
- 61. Online Security: Protecting Your Patients & Your Reputation.
- 63. SSL SSL (Secure Sockets Layer) is the standard security technology for establishing an encrypted link between a web server and a browser. This link ensures that all data passed between the web server and browsers remain private and integral.
- 64. Encrypted Email • Choose a system that is easy to use for the recipient. • Generally, only one encrypted email is needed for each practice. All ePHI should be sent through secure, HIPAA-compliant encrypted email.
- 65. Patient Data Follow-up with responsible parties, don’t just assume this is being taken care of. Make certain your data is getting backed up.
- 66. Protect your Practice Make certain your virus protection is active and up to date. Have backup protocols in place and followed. Train your staff on basic email security. From malicious email attacks
- 67. Your weakest link is simply human error. Most “hacking” is low tech.
- 68. Phishing Sending recipients to a fake website to enter login information.
- 69. Attachments Beware of “spoofing”, emails coming from people you know. If you didn't request it- it probably isn’t real. Go old-school, if in doubt call. Don’t open any attachment you aren’t expecting.
- 71. • Check for spelling and grammar errors. • Hover over links to see where it truly goes. • Be wary of urgent emails that say things like “Account Suspension” or “Respond now of Lose Your Account”. • Log in to bank accounts and sensitive websites manually - don’t click a link to do so. • Don’t open attachments you aren’t expecting. Spot a malicious email:
- 72. However…
- 73. Building positive reviews can be hard work.
- 74. How can I overcome key obstacles to building reviews?
- 76. A business directory is an online list of businesses within a particular niche, location or category. One way local businesses can get found by online searchers is through inclusion in business directories. Local Search Directories?
- 77. The Local Search Ecosystem How it all fits together.
- 78. Which directories are most important? 1. Directories with the highest traffic & patient influence. 2. Directories with the most reach.
- 80. Google My Business • GMB visually dominates the top half of local search results. • Top 3 listings can see a 217% increase in request for driving directions. • 56% of local businesses have not claimed their GMB listing.
- 81. What is Google My Business?
- 82. Google My Business What’s New? Google My Business Posts Provide updates, blog links, upcoming events directly in your Google My Business Listing.
- 83. Google My Business What’s New? Google My Business Chat Two-way messaging with your patients through your phone.
- 86. No one goes to social media to LIKE a business. Use pictures Let people know YOU Showcase your staff Let people “in the club” Use social media to build relationships.
- 91. Yelp • More popular in certain locations than others. • important because it feeds reviews into Apple Maps, Bing Places, Yahoo & YP • The most frustrating website on the internet
- 92. Yelp • Ads play a prominent role on Yelp. • Ranking appears to be based on an algorithm that looks at three primary factors: • Overall quantity and quality of reviews. • Review score compared to number of reviews • Number of reviews.
- 93. Yelp 1. Aggressive sales representatives 2. Unscrupulous ad practices. 3. Filtered reviews. 3 primary complaints
- 95. Yelp 1. Avoid flooding Yelp with reviews. 2. Don’t request reviews from your practice wifi. 3. Target Yelp users with signage, emails or messages to friends on Yelp. 4. Slow, consistent asks. Getting past the troll.
- 96. What about other directories?
- 97. Apple Maps • Apple maps receives 70% more map traffic than Google Maps. • Reviews are pulled from Yelp. • mapsconnect.apple.com
- 98. Apple Maps • Verify listing • Fill out listing as much as possible • Verify that map pin is in the correct place. • Changes generally take 3-5 days for verification.
- 100. Examine Trouble Spots Common Complaints: •Staff friendliness •Dentist “bedside manner” •Billing issues •Wait time •Second opinions •Policies
- 104. Examine Trouble Spots Pretend you’re a patient. •Scheduling an appointment. •Completing paperwork. •What is a visit like? •How friendly is your staff? •What hurdles are you putting up?
- 107. Don’t worry… you don’t have to beg. • Use phrases such as, “We would love to have your feedback” or, “Your thoughts are so important to us.” • If you target your “cheerleaders”, they want to give you praise anyway. • Your patients expect it.
- 108. Use signage • Consider review cards with your website address. • Have “Tell us how we’re doing…” signs in the waiting area. • Busy check-out areas are not always best.
- 109. Be Careful With Review Incentives. • Incentivizing reviews may violate FTC rules. • You definitely do not want to incentive Yelp reviews. • POST-review incentives are best. Send a note with a small gift and ask if they would also leave a review on another website.
- 110. Asking for Reviews Requires a Systematic Approach
- 111. Ask for Reviews: Get a system… and use it. • Almost all systems will work…but none of this is “set it and forget it”. • If you have Review Pro, see if it connects to your current appointment or patient management system. • If you use another system make sure it primarily sends people to Google, Yelp or Facebook.
- 112. Stay Engaged: Reputation Monitoring Tools
- 124. Ask for Reviews. • Be on the lookout for smiles! • Parents of previous patients might be asked for “feedback” while they wait or before treatment. • Dentists often feel awkward asking for reviews. Just like with payment - choose someone else.
- 125. Can you use a tablet or kiosk? • Do NOT have patients leave reviews directly on your kiosk. • DO use a tablet to make it easier to send review requests. • If patients regularly post reviews in-office, you may want to turn off your public wifi.
- 128. Always respond to positive reviews. • Keep your responses varied. • Be “vaguely specific” - don’t violate HIPAA. • Try to naturally add keywords into your responses. • Put someone in charge of this.
- 129. How should I respond to negative reviews?
- 130. 82% of internet users said that if they found an insurance provider with negative online reviews they would be unlikely to choose it.
- 131. Responding to Negative Reviews
- 132. Responding to reviews can be tricky. • Never reveal any information that isn’t already given in the review. • Avoid confirming or commenting on specific treatments. • Some reviews shouldn’t be responded to.
- 134. Respond to Feedback When you get a Negative Review: • Don’t freak out. • Don’t respond immediately. • Evaluate the situation. (Can this person be reasoned with? Is there any chance to turn this around?) • Sometimes…no response will work.
- 135. Responses to Negative Reviews Should: • Brief (Don’t write a book) • Generic, non-specific to the patient • Conciliatory (Not apologetic) • Written with the public in mind • Seek to take conversation OFF-line • Work towards satisfaction (if possible) • Never disclose ANY additional information. • Respond like a person, not a business
- 136. Reporting a Negative Review: Facebook
- 137. Reporting a Negative Review: Yelp
- 138. Reporting a Negative Review: Google My Business
- 142. Stay Engaged
- 144. Stay Engaged: Use a Single Email Account
- 145. Stay Engaged: Reputation Monitoring Tools
- 147. On the Horizon: The Web in 2018 & Beyond
- 148. In 2018 “the internet of things” will continue to experience extreme growth and its adoption into our daily lives will be solidified. Top trends… Tech moves faster than our adoption of it.
- 149. Voice Search 1. Apple just released HomePod. 2. “Semantic” search is far more common than it ever has been. 3. Your online presence needs to move towards meeting those needs. Products such as Amazon Echo & Apps like Siri have made voice search common.
- 150. Voice Search • Begin rephrasing your dental topics and blog posts as FAQ’s - direct answers to common questions. • Lower the reading level of your website even further. www.webpagefx.com/tools/ read-able How can you prepare?
- 151. Voice Search • Be mobile-optimized. • Be localized. • Have a strong local-search presence. • Prepare for more difficulty in reaching patients outside of your immediate area. How can you prepare?
- 152. Chat Grows We’ve already seen the adoption of text appointment confirmations. Facebook Messenger has been working hard on strategies to get you to use it more. Two-way messaging will become even more common in 2018. Prepare for more texts & messages.