Reviews + RevenueBrought to you by the letter “R”

Wednesday, July 31, 2013

Who 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!

RPR

Where are we?

Total surveys = 25618

Total consultation surveys = 12165

Total surgical surveys = 13453

Surveys approved for posting = 16271

Where are we?

Over 1 million questions answered

Largest study of cosmetic surgery patients ever

2700 consult patients

7200 post-op patients

Reputation Management:

More than online reviews

PART ONE

Is this you??

What 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 suppressingnegative 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.”

Reputation Management is NOT

Getting bad reviews removed from the internet

Writing fake reviews for yourself

Having your staff write reviews

Paying someone to “manage” it and then

forgetting about it

Encouraging or paying for “trolls”

Two Universal Truths of the

Internet

A major component of good SEO strategy today includes

attention to these two areas:

1. Your name will always be your #1 keyword

2. Demand for reviews is growing and will keep

growing

Truth #1

Your name is your top search term

Google Analytics

doesn’t track users

who are logged in

to a Google

account

53% of this

MD’s top 10

keywords are

name-related

Truth #2: Demand is

exploding

*Google Trends

*brightlocal.com

*brightlocal.com

*brightlocal.com

And 96% of aesthetic

consumers say it’s important

*RealSelf.com

Reviews = 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 it‟s crucial for local businesses to

have a positive online reputation so they convert

„searchers‟ to customers.

We have limited time and resources

How do we know that focusing energy and resources on

your “reputation” will result in more revenue?

Data, of course!

Conversions

On 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

online

5 simple steps (4 from Forbes +1 more from RPR)

1. Set up Google Alerts for your name

2. Complete those social media profiles

3. Create a FLOOD of positive content **

4. Present yourself as you’d prefer to be perceived (are you a scientist? Perfectionist? Friendly? Busy? Worth waiting for?)

AND from RPR, the #1 most important review tip…

Do great work and

deliver great service

1. How to set up a Google

Alert Go to google.com/alerts

2. Set up those profiles Required!! Google+, LinkedIN, Facebook, Twitter,

YouTube

Also required: PlasticSurgery.org, Surgery.org, state society

Also helpful: Yelp, Citysearch, Foursquare, Pinterest*

Do not engage with sources that are not credible! (If you’ve never heard of it, don’t do it without further research)

Some cool tools that can help

ExpertReputation.com (review monitoring for medicine only, $29 monthly fee)

KnowEm.com (Use to do a quick check on all websites)

3. Create a flood of positive

content (this is RPR’s specialty!)

Facilitate content marketing to

strengthen your web presence

Basic feeds: surgery reviews & consult

reviews

Exclusive ASPS integration: show your

reviews on plasticsurgery.org if you have an

Enhanced profile

Publish directly in your TouchMD system

Display reviews on your iPad or iPhone

(NEW!) Premium feeds: Publish your

reviews by procedure or small groups of

procedures

RPR

Special features for Group

Practices

Up to 25% of your searches will be for your

practice name. You need a separate strategy

for the group’s reputation!

Practice profiles in the RPR directory

Practice feeds & widgets combine all members of a

practice into single features

Practice profile

neutral

neutral

neutral

What else can I do with all that

content?

When confirming consult appointments by text message, include a link to read reviews

Share comments on Facebook or other social media –this is the RIGHT kind of content for social sharing

Dominate searches for reviews by creating new web pages just for specific procedures and title them with keywords, for example “Reviews of Breast Augmentation in Dallas”

Use them in print marketing

Print them out and include them in your photo books

4. Present yourself as you’d prefer

to be perceived

Are you a scientist? Artist?

Perfectionist? Friend? Let your

marketing work with your personality

and not against it

Why this can be more difficult for

female surgeons

If you share your personality online,

or get your staff to prepare patients

for your personality, patients will be

prepared when they meet you and will

not create unrealistic expectations

about you

5. Provide a great product

and great customer service

Why service systems are valuable and

necessary in our practices

Your dashboard reports provide critical patient

experience data that you can use to improve

service, which helps you find revenue

But wait, there’s more!

Your customer service

and keeping promises

Having a service

recovery plan

Accepting that 100% of

patients will not be

happy, and that some

blemishes actually help

you

If negatives do arise…

Don’t throw fuel on the fire!

Do not click on it

Do not respond

Do not overreact

WAIT!

More resourcesSign up for the new RPR Premium Feeds or Group Practice Profile

http://www.realpatientratings.com/premium-features.html

Forbes: Is Online Reputation Management Worth The Money?

http://www.forbes.com/sites/learnvest/2013/07/26/is-online-reputation-management-worth-the-money/

Doctors who ignore online reviews put their reputation on the line

http://www.medibeauty.biz/doctors-who-ignore-online-reviews-put-their-reputations-on-the-line/

BrightLocal’s Local Consumer Review Survey 2013

http://www.brightlocal.com/2013/06/25/local-consumer-review-survey-2013/#reputation

The Complete Guide to Yelp Reviews: Power to the People!

http://www.wordstream.com/blog/ws/2013/07/22/yelp-reviews#

Find new revenue

with your reports

PART TWOIs this you??

Agenda Getting on the reporting website

Navigating the website

Using 2 new reports

Step 1: How to get in Go to reporting.smg.com

Or go to the bottom of any page on

realpatientratings.com

Click on

MEMBER

INFO

Click on SMG

DASHBOARD

LOGIN

Step 2: How to read the

Dashboard

Dashboard

Dashboard: Quick overview

How am I doing?

Again, the date range will

always default to the last

90 days

The metrics shown are 2 of

the top drivers of

satisfaction in each

category

#1 #2

#3 #4

The top drivers are

featured here to give you a

quick look at the most

important metrics

Dashboard: What are patients

saying? You can see all

comments, including

those not approved for

posting on the web

Hover your mouse over

the word More to see the

full comment

Click on “Go to All

Comments” to enter the

full comment report

Dashboard: How do I

compare? Default date range is the

last 90 days

Categories are the top 5

System Score = all MDs

in the RPR system

Dashboard: My Favorite

Reports

The favorite reports were created by us as a standard set

Consult reports always start with Co- and are listed first at the top, followed by the Surgery reports, which start with Sx-

You can save your own favorites if there are specific areas you want to see

You can schedule the reports to be emailed to you

You can print reports to pdfand export to Excel

Takes you into the

Report Builder

tool

Email my Favorites

Step 3:

How can you make a daily

difference?

1. What can the staff do?

Be friendly.

2. What can the surgeon do?

Listen carefully.

Hidden Revenue Opportunity #1:

Friendliness of Staff (on the phone)

When patients are highly satisfied with the friendliness

of your staff at the TIME OF MAKING THEIR

CONSULT APPOINTMENT, they are more likely to

schedule their surgery at their consult visit.

Co-Friendliness of Staff

(System)1 = YES (the patient

scheduled their

procedure AT

CONSULT)

Of the 8969 patients

who scheduled at

consult, 52% were

highly satisfied with the

friendliness of the staff

while making their

appointment

Oh no! Only 34% of the

patients who were JUST

satisfied scheduled their

procedure at consult.

Tips for success

Remember, it doesn’t cost anything extra to be friendly

Give your staff a gentle reminder -- every time the

phone rings, it’s an opportunity to do surgery on

another patient.

Remind your staff of the critical importance of the first

impression during these slow and difficult economic

times

It’s as simple as putting a mirror on the front desk so

you know you’re smiling when answering the phone.

Be engaged and be in the moment

So How Did I do? Trend Report allows you to look at the before and after

Being Friendly: Trend Report

Pick your timeframe

Being Friendly: Trend Report

Choose the

view called

“Graphs

and Data”

What’s most important

to your patients?

In the Favorites, choose

SX–MD Listened Carefully and

Reviews

We’ll send you

a “HOW TO”

guide for this

report after the

webinar

Hidden Revenue Report #2:

Sx-MD Listened Carefully

An astounding 89% of patients

who feel highly satisfied that the

surgeon has listened carefully to

their needs or concerns are willing

to share their comments about the

surgeon online

Only 71% of those who were JUST

satisfied will share their comments

When patients feel like we are really listening to

them, they reward us with their reviews.

Ask yourself

Are you an active listener?

What tools do you use to confirm that you really

understand what the patient wants or needs?

Do you verbalize their concerns as part of a response?

Do you include it in pre-op follow-up?

Are patient concerns systematically shared with the staff

so they can coordinate the care?

Co-Friendliness of Staff

Choose this

report from

the Favorites

module

Getting started

You can

change the

date rangeYour report

appears

below the

report builder

tool

We’re here to help Call April – Do you need help reading and interpreting

your reporting dashboard?

Call Eva – Do you need website recommendations or

help with installation of the feeds?

Questions?