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YOUR PRACTICE COULD BE DESTROYED BY A
REVIEW SIT
WSJ
Link-The Net Doesn't Forget
Five Actions to
take for Effective
Internet Reputation Review Control and Management
We are now providing the
following
Effective Reputation
Management Tips
for cosmetic surgeons and specialists that
will help
your online reputation and brand management.
How to remove bad or negative ratings or
prevent them before they
start.
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1. Maintain a complete
profile for yourself and practice on sites that rank
physicians.
Cosmetic specialists and
surgeons
should be proactive about encouraging
their patients to rate them online
review sites.
You can remove a few but not many. Your
best strategy is to be proactive Steps as simple as sending your patients
a follow-up email after a visit, giving
them a card to take with them, and even
drawing attention to existing positive
ratings, can be very good, yet subtle
ways to get the public talking about you
in a positive way online. Care should be
exercised not to pressure your patients,
but encourage them to share their
positive experiences with others. One of
the best antidotes is to direct them to
some of the positive patient success
stories and reviews on your Web site.
This is the first step,
and arguably the most important. The key
to successful management of online
reputation is about establishing
authority, so get out there early on and
dominate the space with positive reviews
your control. Review Sites like WebMD
give cosmetic specialists the chance to
add information about practices brand online,
and the cost to physicians is only a few
minutes to register. The benefit in
having current and accurate information
about a practice online cannot be
understated, and Web-savvy patients will
recognize the efforts to engage them
online and listen to feedback.
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WHAT WE DO BEST
INTERNET
MARKETING
· Web
Design & Redesign
· Web
Hosting & Technology Support
· Video
& Audio Broadcasting
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Virtual Facility
Tours
· Web
Maintenance
· Search
Engine Optimization
·
Performance and
Management Reports
STAFF
TRAINING
·
Consultation Closure Training
·
Personnel and Staffing Management
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Staff Training
MARKETING CONSULTATION
·
Patient Satisfaction Surveys
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2. Implement an
easy-to-use system for your patients to
give their positive feedback.
One very effective and
simple way to discourage negative
comments on a third party review site is
to have an open and active email
address. Seriously, it’s that easy. You
won’t completely eliminate unhappy or
remove
patients comments or those looking to grind an
ax, but by sending a simple email to a
patient after an appointment, making a
brief follow-up call or sending out a
mailer, goes a long way towards stealing
someone’s righteous thunder. In the
office, a well-placed sign that invites
your patients to express themselves,
coupled with the necessary forms, can
have a tremendous affect towards making
the public feel comfortable talking to
you or your staff about their
experiences, rather than the entire
Internet.
3. Educate your patients
on the use of physician-rating and
review sites.
It is impossible, and
ethically questionable, to prevent
patients from using review Web sites that rate
doctors. However, doctors can help
themselves and their patients at the
same time by determining which sites
provide the most reputable and relevant
information and then directing patients
to them. As the number of these types of
review sites continues to grow, expect to see
items like cost, comments and outcome
information in addition to numerical
ratings. Forewarned is forearmed, and
being aware of which sites have the
best, most accurate information will
help cosmetic specialists and their
patients benefit the most from this
technology. Something as simple as a
handout with some basic information
about the Web sites you have chosen will
go a long way toward keeping your
patients informed and helping them not
only make good decisions about which
sites to use, but also to think of their
doctor in a positive light.
4. Be vigilant of your
reputation online.
By keeping abreast of
issues that are commonly brought up when
your office is mentioned, you have an
opportunity to make relatively simple
and effective changes that will nip the
problem in the bud. Cosmetic specialists
may be surprised to learn that the
“biggest” problems many of their
patients have is their time in the
reception area or the tone of voice that
the receptionist used with them. Since
review sites tend to value the most
recent ratings as most relevant,
cosmetic specialists who address things
in a timely fashion give themselves
maximum benefit. Sometimes acknowledging
the problem early on goes a long way to
assuaging fears that the office is
somehow hopelessly mismanaged. Again,
patients appreciate the attentiveness
and engagement.
5. Suggest that your
patients use doctor-rating sites or the
Patient ApprovedÒ
service.
It might seem
counter-intuitive, but it is a good idea
since the vast majority of comments on
review sites are positive and not
negative. The
dissatisfied frequently make a bigger
show of their feelings, but they are
substantially outnumbered in most
positive testimonies and comments cases.
The more of your patients who have
writing reviews and ratings, the more positive
recognition you are bringing to your
name/brand, while at the same time improving
the site’s accuracy. Everyone wins! A
lack of positive ratings is, more often
than not, not a sign of a displeased
patient base. On the contrary, it is
probably because patients with something
good to say are unaware of doctor review
sites, or the idea hasn’t even occurred
to them.
Without a doubt, the one
thing cosmetic specialists don’t want is
negative user-generated comments on the
Internet. We estimate that less than 10%
of comments and reviews on the average
user-generated feedback site are
negative. Unfortunately, in terms of
human cognition these traces of
negativity have a
disproportionate affect on the publics’
opinions, and conversely a cosmetic
specialist reputation online. Often a
patient vents negatively online because
it is the most convenient way to express
their frustrations and they are unaware
of any alternative. The curious analog
to this situation is that most cosmetic
specialists find fault with online
rating services, because there is no way
to respond to negative comments.
Even with these five
tips, some cosmetic specialists may not
have the time or inclination to mount an
online reputation management campaign.
We have found that having a list of
sites with positive reviews, backed with
testimonials, on your Web site to be one
of the most effective antidotes. This
strategy will turn around a potential
patient that brings a negative review to
your attention. PUMC's video on this
page will show you how to create these
success stories quickly
at a minimal cost.
The
following are two great services to
consider.
Patient ApprovedÒ
Medical
Justice
EXPERT
Integrated marketing Planning solutions!
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It is now
time to protect the practice bottom line and market share using an
integration of Internet technologies, proven marketing methods of
Internet / SEO / social media and branding programs. Also, let's not
forget the need to fortify staff sales skills as various market experts
projects that the cosmetic services market will reach $50 billion
dollars by 2012.
Cosmetic
surgery product demand (e.g., dermal fillers, laser dermal resurfacing)
is projected to continue to grow with less invasive procedures. Surgical
and non-surgical procedures for fat solutions continue to grow with
fierce price competition. Minimally invasive surgery (MIS) procedures
and non-invasive services have now become a staple for core cosmetic
specialists.
With the
advent of new technologies more non-core cosmetic physicians are
entering the cosmetic services market. These factors have amplified the
effect of commodification effect of the industry. These shifts can not
be reversed.
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Shopping Mall Design and Programming
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Web Maintenance
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Search Engine Optimization
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Integrated Internet Marketing Programs
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Performance and Management Reports
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Referrals From Beautify.com
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Let PUMC Help You With
Marketing
Plan Development
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(MAPS)
(Print and Electronic Plan
Development)
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Logos
Stationery System
Brochures
Newsletters (print &
internet)
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Marketing Budget and
Timeline
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1 Also known as medical spa, medical spa
and medi spa including a franchise but not to be confused with Day Spa |
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PUMC has provided services to cosmetic
specialty clients in every region of the United States,
Canada, and eastern Australia for more than two decades. We
provided integrated marketing solutions for every type of
market.
PUMC’s team is comprised of
leading marketing, management, advertising, design and
internet professionals in the industry. Our team has hands-on
experience in marketing and management of cosmetic specialty
practices. Additionally, PUMC has served as expert witnesses
on critical practice business matters and experts who assess
critical operational problems in cosmetic surgery practices.
Enhancing cosmetic specialists’ performance and revenue
through practice assessments, proven marketing programs and
systems are PUMC's core expertise. Drawing on a 500+ cosmetic
plastic surgery client database we are your answer for an
integrated marketing solution.
The PUMC team is composed of cosmetic surgery marketing
professionals with established records of success in each
specialized aspect of practice marketing and management. PUMC
has maintained its leadership position by providing customized
results tailored to meet each client's needs. PUMC's
personalized approach to addressing client problems has proven
to be predictably effective. Ask our clients! |
Serving clients and customers in:
Alabama (AL), Alaska (AK), Arizona (AZ), Arkansas (AR),
California (CA), Colorado (CO), Connecticut (CT), Delaware
(DE), District Of Columbia (DC), Florida (FL), Georgia (GA),
Hawaii (HI), Idaho (ID, Illinois (IL), Indiana (IN), Iowa
(IA), Kansas (KS), Kentucky (KY), Louisiana (LA), Maine (ME),
Maryland (MD), Massachusetts (MA), Michigan (MI), Minnesota
(MN), Mississippi (MS), Missouri (MO), Montana (MT), Nebraska
(NE), Nevada (NV), New Hampshire (NH), New Jersey (NJ), New
Mexico (NM), New York (NY), North Carolina (NC), North Dakota
(ND), Ohio (OH), Oklahoma (OK), Oregon (OR), Pennsylvania
(PA), Rhode Island (RI), South Carolina (SC), South Dakota
(SD), Tennessee (TN), Texas (TX), Utah (UT), Vermont (VT),
Virginia (VA), Washington (WA), West Virginia (WV), Wisconsin
(WI), Wyoming (WY), Japan, Australia, England. |
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