The Importance of Online Reviews & Mobile Marketing for Healthcare Providers & Clinics

1. THE IMPORTANCE OF ONLINE REVIEWS
& MOBILE MARKETING
FOR HEALTHCARE PROVIDERS & CLINICS
JAKE AULL | ZEN FIRES DIGITAL MARKETING | JAKE@ZENFIRES.COM | @JAKEAULL

2. Digital Marketing: How Important are Reviews?
• Chances are, you know you have some online
reviews.
• However there are probably online reviews or
mentions about your practice that you didn't know
existed.
• You probably know that customers search for
reviews of dentists before deciding to try that
practice. And you probably know that quality and
quantity of reviews can make or break your supply
of new patients.
• If you have had your practice for a while, you have
probably been paying a lot of money for a
scheduling-and-follow-up service to survey your
customers after visits and request reviews on
THEIR OWN reviews service; a service you are
paying for but rarely comes up in Google searches
(e.g. demandforce)
Jake Aull | ZenFires Digital Marketing | jake@zenfires.com

3. Digital Marketing: How Important are Reviews?
• Regardless of how many you have,
you want additional, positive, fresh
online reviews in major channels such
as Yelp or Google Reviews or even
Facebook (separate from your
practice management system-related
websites).
• What are you doing to get these vital
reviews? Is it working?
• Ideally you would have an online
reviews strategy, for monitoring them
all, growing more, and integrations
(such as placing them on your site).
Jake Aull | ZenFires Digital Marketing | jake@zenfires.com

4. Digital Marketing: How Important are Locations
Listings?
• Reviews channels are typically the same
as locations listings or "Maps" apps,
such as Yelp, GoogleMaps, YP,
BingLocal, Yahoo!Local, CitySearch,
Foursquare, and even Facebook local
business and others.
• Did you know that the vast majority of
dental practices have incorrect or
missing information in these channels?
• When was the last time you checked all
these channels for the accuracy of your
listings?
Jake Aull | ZenFires Digital Marketing | jake@zenfires.com

5. Digital Marketing: How Important is Mobile?
• Not only are consumers today responding to digital marketing
channels more and more, but they are even using mobile more
than desktop!
• Consumers are seeking your presence on mobile, so you have to
be mobile-ready - for website, location app listings, etc.
• But there are so many options and channels for digital marketing,
and mobile, how can you know what's most appropriate for you?
Jake Aull | ZenFires Digital Marketing | jake@zenfires.com

6. Digital Marketing: How Important is Mobile?
• One way to obtain clarity is to differentiate marketing for new prospects vs.
retaining and communicating with existing patients.
• For example digital advertising (PPC, AdWords or remarketing) targets obtaining
new customers.
• SEO can help for this as well.
• Reviews channels are also important for patients to try a new dentist.
• Email marketing (such as newsletters) helps you communicate with existing
patients, request online reviews, etc.
• Social media channels help with this as well.
Jake Aull | ZenFires Digital Marketing | jake@zenfires.com

7. Digital Marketing: Digital Reviews
• So of course you need both, to obtain new
customers and keep the ones you have.
• The goal is to have your current patients
help market to obtain new patients. Which
is why reviews channels setups and
strategy are so important.
Jake Aull | ZenFires Digital Marketing | jake@zenfires.com

8. Digital Marketing: Reputation Management
• So what can you do for these digital marketing strategies?
• First off, Google your practice and dentist names for listings and reviews and setup channels like
GoogleAlerts to keep monitoring (or there are high-end tools the pros use).
• Next, go ahead and go to the major directories and proof your listings.
• Do they have all your info? Are the focuses and categories right? Is there are working website link?
Photos and full bios?
• And of course check your reviews.
• How recent are they? Do you have any good new ones you can place on your website?
Jake Aull | ZenFires Digital Marketing | jake@zenfires.com

9. Digital Marketing: Obtaining more Reviews
• Next, how can you obtain more,
positive, reviews in the major channels
where you're short?
• Have signs and even instructional flyers to
request reviews of patients as they are
completing their appointment (as opposed
to outward-facing on the front door as they
walk in).
• Train staff to request (or even incentivize
for) reviews when the patients are done or
paying (for at-home patient activity).
• And of course use your other digital
marketing channels to strategically request
reviews from existing patients.
Jake Aull | ZenFires Digital Marketing | jake@zenfires.com

10. Digital Marketing: Obtaining more Reviews
• It's also important to identify how you can stay ahead of the local competition; are they doing digital
advertising? Posting frequently in social media? Have a lot of online reviews?
• But how to know what channels work best?
• As stated, for new customers, digital advertising is good.
• But if you're going to try this, either study and learn it and constantly monitor your digital advertising
effectiveness, or else hire pros to get results.
Jake Aull | ZenFires Digital Marketing | jake@zenfires.com

11. Speaker on Digital Marketing: Jake Aull
Jake Aull is Head Honcho of ZenFires Digital Marketing in Atlanta, GA, which has provided
Search Engine and Digital Marketing services and consulting to various clients and companies
across the U.S. – from dental and medical clients to building, furniture and other. Jake Aull
wrote and started teaching Georgia State University's first course in Social Media Marketing in
2010/2011, which he continues to this day. He has also written books for Pearson-Prentice Hall,
including WordPress SEO Success and the Instructors’ Manual to Pearson’s first Social Media
Marketing text book. He has been a leader and speaker in social media marketing and SEO
throughout the southeast. Jake has also been published and cited in publications such as
Atlanta Business Chronicle and OZ Magazine and is Chair for Atlanta Interactive Marketing
Association Search Marketing SIG 2015.
Jake Aull
Head Honcho, ZenFires Digital Marketing | jake@zenfires.com