How Ratings + Reviews = Revenue (for plastic surgery practices)
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Reviews + Revenue
Reviews + RevenueBrought to you by the letter RWednesday, July 31, 2013
MARIEWelcome everyone, thank you for joining us for todays webinar.
1Who are we?Marie Olesen (Founder & customer experience guru)Eva Sheie (master of the online patient experience)April Linden (master of the reporting universe)We love to help practices grow and prosper!
RPRMARIEIntroductionsThanks for joining us, today you will get to hear from two of our team members who you may or may not already know Evas going to cover reputation management and April will be walking through how to find revenue with your reports2
Where are we?Total surveys = 25618Total consultation surveys = 12165Total surgical surveys = 13453Surveys approved for posting = 16271
As of today, we have collected
Before we get started we want to thank you all for being part of this amazing effort! 3
Where are we?Over 1 million questions answeredLargest study of cosmetic surgery patients ever2700 consult patients7200 post-op patients
As of today, we have collected
Before we get started we want to thank you all for being part of this amazing effort! 4Reputation Management: More than online reviewsPART ONE
Is this you??MARIEHand off to Eva to talk about what the state of the union is in this very important area of marketing and SEO today5What IS reputation management?Online reputation management (or monitoring) is the practice of monitoring the Internet reputation of a person, brand or business, with the goal of suppressing negative mentions entirely, or pushing them lower on search engine results pages to decrease their visibility. [It's] the act of monitoring, addressing or mitigating SERPs (search engine result pages) or mentions in online media and Web sphere content.
If you look up the definition, this is what youll find along with a whole bunch of ads proclaiming they can fix your reputation if its damaged. I do like some of the definition here, and its true that part of reputation management is to decrease the visibility of negative content. I want to first establish what reputation management is NOT, 6Reputation Management is NOTGetting bad reviews removed from the internetWriting fake reviews for yourselfHaving your staff write reviewsPaying someone to manage it and then forgetting about itEncouraging or paying for trolls
it is definitely not a secret method of getting bad reviews taken down from the internet. There is no shortcut in getting reviews, and there really isnt a way to have someone else take care of it for you so you can forget about it. But if you understand which parts of the process actually work and are important, it doesnt have to be overwhelming part of your marketing plan
Reputation management is not: getting bad reviews taken down, writing fake reviews, having your staff write reviews, paying someone to manage your reputation for you, or getting trolls to write reviews. Trolls are internet slang for phony content written to make people mad.
Nobody is battered by sales pitches more in this world than plastic surgeons. Knowing whats important in this emerging territory of the internet can help you discern which services can actually help you and which ones will only cause damage or more work for you in the long term.7
Two Universal Truths of the InternetA major component of good SEO strategy today includes attention to these two areas:Your name will always be your #1 keywordDemand for reviews is growing and will keep growingIf you remember one thing from this webinar, and remember it forever, know that your own name and variations of it, will ALWAYS be your top keyword. It would be unusual for another keyword or a procedure term to be getting more traction than your own name.
What does that look like? If you have access to your Google Analytics, you can easily filter by your name and see what percentage of your web visitors find you by name8Truth #1Your name is your top search term
Google Analytics doesnt track users who are logged in to a Google account
53% of this MDs top 10 keywords are name-related
I have two examples here, Large market, small market, solo or group, you can expect your name to be your top keyword from now until the end of time. Ive been studying patient behavior online for over ten years (describe exp)
Side note, if you are wondering why the #1 keyword is not provided, back in October 2011, Google changed the way it harvests data from search to protect users privacy.If a user is logged into a Google product (such as Gmail or any Google Account) when searching, their search is conducted over SSL. As such, the referral data relating to that search is hidden.
Regardless of whats missing, you can safely assume is that if your date range is long enough to get you a lot of data, like in this example its set for 1 year, the other top 9 keywords will represent whats happening accurately enough for you to know whats going on.
9Truth #2: Demand is exploding
*Google TrendsSince Google started collecting the data in 2006, you can see the demand for reviews grow like crazy
This report is from Google Trends, which shows global interest for any term you want to look at. 10
*brightlocal.comWhats so startling is the growth in interest this year over last year
This study just came out from Bright Local, an SEO company that focuses solely on local search. They write an authoritative blog about local business SEO and have conducted this study for three years now. This year, there were 2100 respondents and 14 questions asked. I will send the link in our follow up email so you can read the whole study and its a good one!
32% of consumers now go online to read reviews of doctors and dentists, second only to those who read others reviews of restaurants and more than the other 17 categories investigated. More importantly, the percentage of people who said they read reviews of doctors and dentists was up from 21% the year before, a jump of 52%.
*brightlocal.comLets go a little deeperA question we have all asked ourselves at some point is how many reviews do people read? Is it 10? Is it 20? Is it ALL of them? Brightlocal determined that most people develop an opinion about what they are going to do in 10 or lessAnd even more interesting,12
*brightlocal.comThe number of reviews that they need to read continues to decline
The number they need to read to form their opinion has gone down every year that they have done the study, which suggests that readers are more trusting of what they are seeing online
I believe that the other important detail here is HOW RECENTLY the reviews were written. If you have 10 reviews but theyre all from 2010, they wont be taken as seriously as if they were posted over the last month or two.13And 96% of aesthetic consumers say its important
*RealSelf.comAnd if you look specifically at the aesthetic consumer, 96% report that reviews are either important or VERY important to them when choosing a doctor
So, the Bright local study concluded from their findings that
14Reviews = RevenueBrightLocal concluded that:By the time a consumer has started reading reviews they have identified an issue/need they have, worked out what service or product satisfies this need and now want to select a business to use.The path from reading online reviews to purchasing is short which means its crucial for local businesses to have a positive online reputation so they convert searchers to customers.
And we concur, because our data supports their findings too. 15We have limited time and resourcesHow do we know that focusing energy and resources on your reputation will result in more revenue?Data, of course!
What should this all mean to you?
Knowing that we all have limited energy, time, and dollars, relying on data to choose a path forward Is going to be the most economical and efficient way to grow your practice.
Where this gets really exciting is that we now know from OUR data (that you all helped us gather) that conversions increase both on the web and in the office when experiences are managed a specific way and patients needs are met at the right time.16
Reviews Increase ConversionsOn your website: When patients read content created by other patients (reviews, thank you cards, patient stories), they complete the Contact Us form 2-8x more often In the office: Likelihood to schedule surgery increases by 32% when prospects read reviews prior to their consult (compared to receiving no information)And it just keeps growing! 91% of highly satisfied patients will share their comments onlineSo heres what we know that this content is extremely powerful
Share the acutal numbers175 simple steps (4 from Forbes +1 more from RPR)Set up Google Alerts for your nameComplete those social media profilesCreate a FLOOD of positive content **Present yourself as youd prefer to be perceived (are you a scientist? Perfectionist? Friendly? Busy? Worth waiting for?) AND from RPR, the #1 most important review tip
So, in case you missed it, Forbes printed a fantastic article last week called Is Online Reputation Management Worth the Money? They had 4 perfect tips and we added one more, so
Here are the 5 most important things you need to do to protect your reputation. (Read the 5 steps)
18Do great work and deliver great service
Of course this is what it all comes down to, providing a great product and great customer service. 191. How to set up a Google AlertGo to google.com/alerts
Very easy, takes a minute or two. Tell the Alerts program what you want to see and it will email you