The famous ‘word of mouth’ business approach has existed for centuries. Whether you were a bread maker, dressmaker, tailor, or dentist, having satisfied customers who told others about your quality products and excellent service was the best way to get people in the door. As we fast-forward to the present, we understand that a shift in how we do business has occurred. The digital age is in full swing!
Today, it's more than having a physical location for your dental or vision office. It's about having a virtual presence, too. Consumers search for companies, services, and products online in this digital-first era. This shift has given rise to websites where consumers can write or read reviews about the products or services they get from these businesses. Online reviews are the new 'word of mouth'. They are not just shared with a few neighbors; anyone worldwide can see them. The reach of these websites demonstrates the power and importance of online reviews, putting you in control of your online reputation.
Why online reviews matter. 84 percent of people trust online reviews as much as a personal recommendation. Here are more reasons why online reviews are essential to your dental or vision office include:
Online reviews significantly impact attracting or repelling future clients. They can make or break a customer's decision to visit your office. Before stepping foot in your office, customers often seek information about your office and services. Reading what past and current clients say about your office and services helps them decide if they want to become your patients. Positive reviews can attract patients to your office, while negative ones can repel them. This highlights the urgency of managing your online reputation effectively.
Online reviews can be a powerful marketing tool for your dental or vision practice. For instance, a positive review from a satisfied patient can attract new clients searching for a reliable dental or vision office. Moreover, these reviews are often trusted more than paid advertisements, as they come from real people with real experiences. Encouraging happy clients to share their positive experiences through online reviews can significantly boost your practice's visibility and reputation.
Educate you on how customers feel about your office. Running a successful office is a lot of work. You must wear many hats. You are a business owner, a marketer, a manager, and then some. But you also need to keep track of what patients say about your office, your staff, and their experience. What are you doing right so you can keep doing it? What's going wrong? Have there been scheduling issues, misunderstandings with a staff member, or comments about a less-than-clean bathroom? Consumers will be very open about these issues. While reading a bad review may not be the most pleasant way to find out what's going on, it's still a way for you to become educated about what your patients think and take steps to improve.
Tips to develop an online review approach. Now that you understand the impact of the new ‘word of mouth’, here are some tips to help you develop an online review approach:
It's essential to cast a wide net. Your customers are unique and use different platforms. Some may prefer traditional consumer sites like Yelp, while others may turn to industry-related websites like Health Grades or social sites like Facebook. Using multiple review sites can increase your practice's visibility and give your customers more options to share their experiences. However, respecting each platform's guidelines is crucial, as some frown upon businesses asking for reviews.
Establish a review acquisition system. Have a system to help you increase the number of positive online reviews, including testimonials. For example, you can include links and instructions on how to leave a review via your office emails, website, print material, and more. Alternatively, you can use a service like Grade.us or GetFiveStars to help manage your entire review strategy. As you may be busy, it's a good idea to delegate the management of this system to a staff member or two.
Managing and responding to online reviews promptly is not just a courtesy; it's essential. Treat the exchange like a conversation. If someone spoke with or complimented you, you would respond and thank them; not doing so would be considered rude. Plus, responding quickly and showing appreciation for their feedback will encourage more feedback. This proactive approach is crucial in managing your online reputation effectively.
4 Don'ts of online reviews
- Don't write fake reviews.
- Don't write reviews on behalf of your patients.
- Don't use a third party to write fake reviews.
- Don't use a third party to write reviews for your patients.
Finding Review Sites
Not all review sites are created equal. Having reviews on specific sites can increase your ranking with Google and other search engines, making it easier for consumers to find you online. Here are seven authoritative online review sites to get you started. Access these sites and be sure to complete your profile.
Online Review Response Tips
When you get a review, you have the golden opportunity to respond. With that said, it's a good idea to do the following:
- Think about the best response, especially if the review was negative.
- Keep in mind that current and potential customers are going to see your response.
- Ensure the comment is customer-focused, professional, and consistent with your reputation.
- Talk is cheap. A response reflecting efforts to help the customer goes a long way.
You've worked hard as a provider to build your business and clients. Remember that while times have changed and we are in the digital age, one of the best ways of attracting patients to your office is still "word of mouth." The difference is that now, patients do it virtually through online reviews; therefore, it's reaching way more people than it used to. As a result, dental and vision offices can use this tool to build their reputation and get more patients than ever before. On the flip side, if the reviews are negative, they can hurt your office. So, please consider the importance of online reviews and their impact on your business.
Want to join the Solstice network? Connect with our dedicated provider relations team for more information about joining our network. You can call 1.877.760.2247 or email providerrelations@solsticebenefits.com.
Already in the Solstice network? Search to see if you're part of the Solstice dental PPO or HMO network. You can also go to https://www.mysolstice.net/ or call us at 1.877.760.2247.
