The Importance of Online Reviews

A powerful marketing asset for businesses is a positive reputation. In today’s digital world, it has become extremely common for people to take their experiences straight to the web. This shift to online reliability has led 92% of consumers to read online reviews when making decisions.

Reviews are a key factor in improving customer experience and customer retention. 88% of people will rely on online reviews as much as personal recommendations. While positive reviews are great, it’s important to have a proactive approach with negative reviews. By being proactive, you can show that your office is engaged and values patients’ feedback.

Along with responding to reviews, it is important to grow positive reviews. In a recent local consumer survey by Bright Local, 73% of consumers felt that that reviews older than 3 months were not relevant. The more relevant and current reviews your practice has, can directly build the trust of future patients.

Reviews also impact search engine optimization and how your business is displayed. Major search engines like Google have specific algorithms in which review count and score are factored into local search rankings: more reviews and positive ratings will help improve a business’s local ranking* (Google My Business). So, how can you gain more current and relevant reviews to grow your online presence?

Request a review
7 out of 10 consumers will leave a review if they’re asked to*. We are not suggesting you beg your patients for reviews during their appointment. However, requesting feedback from patients at the end of their appointment is a good way to remind them that you value their input. Especially when someone has a good experience, their feedback acts as important information for potential patients to know the services you are promising are validated.

Make it easy for customers
Streamlining the survey process is important in encouraging patients to write reviews. Our patient management system, Nexus, allows patients to post reviews directly on your primary review pages via email or text surveys. This is an easy and fast way to drive traffic to your primary pages and maintain consistent and relevant reviews. Find out more about the importance of texting patients here.

Make reviews a part of your work process
Encourage all customer service and sales employees to remind patients to leave reviews. By creating incentives for your employees, you can turn reviews into a friendly competition and make it fun for staff. Another way to integrate reviews as a part of your work process is to remind patients with office signage and counter cards. Whether in the waiting room or in the exam room, visual reminders are an easy way to catch the attention of patients.

As social media expert Brian Solis said, “Welcome to a new era of marketing and service in which your brand is defined by those who experience it.”


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