Reviews and other “Magical Pixie Dust”

for your practice Wednesday, September 4, 2013

Who are we? �  Eva Sheie (master of the

online patient experience)

�  Special guest Monique Ramsey, social media horticulturist at Cosmetic Social Media

�  April Linden (reporting ninja!)

�  We love to help practices grow and prosper!

RPR

Where are we? � Total surveys = 27,524

� Total consultation surveys = 13,155

� Total surgical surveys = 14,369

� Surveys approved for posting = 17,409

Convert more web leads

1.  Contact forms on every page & multiple avenues to contact

2.  Best/Top

3.  Your name/business name

4.  Price/Cost & Financing

5.  Reviews

6.  Bonus! 3 secret weapons

Make connecting easy �  Contact forms on every page

increases conversions up to 30%

�  Make it easy! Only require name and email address

�  Ask them how you should reply – phone or email?

�  Provide multiple avenues to contact

1

Must be obvious and appear on every page Social links (open in a new window) Phone (make sure it’s clickable on mobile devices) Address (link to location page) Contact form

Address Phone

Social

Contact form

Best/Top 2

164 more

leads in 1 year!

Tactfully including “best” �  “We strive to be the best…”

�  “Dr. was named in the magazine’s Best Of issue”

�  “Our patients voted us the best…”

Your name & business name Remember the two universal truths:

1. Your name will always be your #1 keyword

2. Demand for reviews is growing and will keep growing

3

Google only wants YOUR website to be #1 for your name!

�  If someone searches for your name, your website is the one Google wants to display in the #1 space.

�  Not a directory, not a society, nothing but you!

�  If you search for your name and aren’t first, you have problems that need to be corrected

Price Transparency �  Create a separate page on your website called

“Plastic Surgery Prices”

�  Vary your content between the words “cost” and “price”

�  Include on all procedure pages in the form of a question: �  “How much does breast augmentation cost in

Atlanta?” Around Atlanta, the cost of breast implants varies by location and implant type, but at our office in Alpharetta, the fee for breast augmentation ranges from $3900-$5500… go on and on

4

Don’t let price transparency scare you!

You’ll have more informed patients, better consults,

stronger SEO, and more leads.

http://www.hessplasticsurgery.com/cosmetic-surgery-costs.php

Why so important? �  You do not want use precious consult time for a patient

who can’t afford the procedure when someone who can afford it could have been there instead.

�  Patients who are prepared for the cost are 21% more likely to schedule at consult. They are focused on the procedure information rather than worrying about a financial surprise at the end of the consult.

When the fee quote is as expected or less…

21% increase in surgery

scheduled at consult!

Make financing easy �  CareCredit has wonderful tools!

�  Use a custom form with a specific call to action

�  Personalize the page – who is the financing expert in your office?

Reviews 5

Why Reviews are Conversion “Pixie Dust”

�  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)

DO ü  When confirming consult appointments by text message, include a link to

read reviews

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

ü  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”

ü  Use them in print marketing

ü  Print them out and include them in your photo books

ü  Start recording video reviews of your patients and posting them on YouTube

ü  Remember to thank your people for writing reviews (when possible)

ü  Understand the Blemish Effect (hang on, I’ll explain)

DON’T �  Never call them Testimonials!

�  Incentivize the writing of reviews

�  Over-stress about negative reviews

�  Feed the fire

�  Send your happy patients to write reviews on sites where your competition is advertising and you can’t control it

The Blemish Effect �  A few negatives actually help because it makes your positive

reviews more believable

�  Read the short version of the Stanford study -- The Positive Effect of Negative Information (Google “Stanford Blemish Effect” and it’s the #1 result)

�  When consumers get mild doses of negative information about a product or service, the "blemish" highlights the positive information and makes it seem even more positive (EVEN BAD REVIEWS ARE PIXIE DUST!) http://www.gsb.stanford.edu/news/research/shiv_tormala_negative_2011.html

Secret Weapon #1 �  The new “granny test” - UserTesting.com

Secret Weapon #2

You can see what the lead searched for!

Secret Weapon #3 �  BuildMyBod.com

�  Price transparency education app for ipad and iphone & website

�  Beautiful app!

�  Starts at $9.99/mo. Hellooooo?

PART TWO

Welcome…

Social  Media  &  Reviews:  A  Dynamic  Duo  

 

#CSMreviews    Follow  on  Twi1er  @MoniqueRamsey  

Meet  Monique…  Founder  and  Social    Media  Hor:culturalist  

20+  years  experience:  medical  prac:ce  management,  marke:ng,  training,  and  consul:ng  

Cer:fied  Rela:onship  Marke:ng  and  Social  Media  Strategist    (2009)  •  Winner  2010  #influenceSD  Award  for  Best  Social  Media  in  Business  

•  Alert  Press  Top  5  Medical  Prac:ce  Facebook  Fan  Pages  

•  Named  on  of  17  Top  Facebook  Pages  for  Small  Business,  2012  (Fluxe  Digital)  

Interviewed  by  SmartMoney  Magazine,  American  Medical  Associa:on,  Dermatology  Times,  Surge,  Medical  Economics,  ReachMD  on  Satellite  Radio  

Contributor  to  Cosme:c  Surgery  for  Dummies    

Board  –  San  Diego  Social  Media  Society  

♥music,  ♥USC,  ♥sports,    

♥spa  days,  ♥shoes    ♥driving  fast  ♥creaCve  

endeavors!  

“The  Internet  has  forever  changed  the  way  our  pa:ents  will  approach  healthcare.  Digital  or  social  media  is  NOT  a  passing  fad…  get  past  that.”    -­‐  Howard  J.  Luks,  MD  

Fast  Fact:  Nearly  16  minutes  of  every  hour  is  now  spent  on  social  networking  sites.  (Experian  study  2013)  

Connected  Consumers  

• Empowered  •  Informed  • Demanding  • More  Discerning      

Connected  Consumers  

•  Will  share  more  if  there  is  value  in  return  

•  Make  decisions  differently  

•  They  influence  and  are  influenced  differently  

•  MOMENTS  OF  TRUTH  Read:  Brian  Solis  

What’s  the  Future  of  Business      

A  *NEW  Consumer  Culture  

THEN  -­‐  Tradi:onal  •  Reliant  on  WOM  among  people  they  know  and  trusts  in  the  real  world.  One  to  one  

•  Influenced  by  print,  tradiConal  online  ads,  TV,  radio  

•  Selling  •  Push  MarkeCng  

NOW  -­‐  Connected  •  One  to  Many  •  Shared  Experiences  •  Powerful  Influence  •  Window  to  the  world  is  REAL  TIME  

•  Readily  share  reviews  and  experiences  in  social  networks.  

•  Can  be  a  pracCce  ally  

 

Social  Presence  

DID  YOU  KNOW:    72%  of  consumers  trust  online  reviews  as  much  as  personal  recommendaCons!    Personal  recommendaCons  are  the  number  one  driver  of  consumer  purchase  decisions  at  every  state  in  the  purchase  cycle.  

Sources:  Search  Engine  Journal,  Forbes,  Social  Media  Today  

Claim  all  the  free  lis:ngs  you  can  on  review  and  consumer  sites  such  as  Yelp,  RealSelf,  etc.  and  fill  them  out  completely  and  with  KEYWORDS.    

The  Basics…  

Turn  Your  Reviews    Into  Shareable  Content  

   

Create  Photo  Albums  

Create  “Art”  SECRET  TIP:  PicMonkey.com  

ConsideraCons:  •  Formats  (and  keeping  them  uniform  or  not)  •  Branding  

Now  Post!  •  Include  links  back  to  your  site  where  the  

reviews  are  “live”  and/or  back  to  your  Real  PaCent  RaCngs  profile  (3rd  party  adds  legiCmacy)  

•  Use  #hashtags,  keywords,  and  consider  typing  out  the  words  in  the  graphic  for  searchability  

•  Don’t  post  them  all  at  once  •  Pinterest  –  Create  a  Board  

•  h1ps://www.viraltag.com/  for  auto-­‐pinning  /  IV  drip  method  ;)  

•  Instagram  (#hashtags  important)  •  Twi1er  •  Google+    •  Facebook  •  LinkedIn  

 

h1ps://www.facebook.com/pages/create/  

Must  be  a  “Local  business  or  Place”  to  enable  the  RecommendaCons  feature  

Facebook  RecommendaCons  

Address  is  KEY  

Admin  –  Edit  Page  

Google+  /  Local  

LinkedIn  

RecommendaCons    “The  best  LinkedIn  recommendaCons  are  ones  that  offer  specific  results  or  tell  a  story  of  transforma:on.  To  request  a  LinkedIn  recommendaCon  you  must  be  connected  to  the  person  you  want  to  receive  it  from.”      –  Laura  Rubenstein  

Skills    and    Endorsements    for  Those  Skills    

QuesCons?  Monique  Ramsey    Toll  Free  Direct  Dial  877-­‐401-­‐5485    Email:  monique@cosmeCcsocialmedia.com    Facebook.com/CosmeCcSocialMedia    Twi1er.com/MoniqueRamsey    CosmeCcSocialMedia.com/Blog    

Pixie dust in the office �  #1: Why should I talk about fees and

financing on the phone?

�  #2: Do your patients think your marketing materials are effective?

�  #3: How can you use the satisfaction survey as a closing tool?

April Linden

POLL! Do you provide fee range information to patients on the phone?

�  Only when they ask

�  Never on the phone, only at consult

�  Always, whether they ask for it or not

�  Other

Sample Talk Track �  Our fee range for this procedure

is $4,500 - $6,000. This includes surgeon’s fee, OR at our AAAASF certified facility, anesthesia performed by a board certified anesthesiologist, all post-op visits conducted by Dr. Fabulous. Is this within your budget?

�  We accept cash, all of the major credit cards, checks and offer affordable financing plans that non only make this procedure affordable but you can continue to use the financing at our office for future services.

How important is financing? +13% increase in scheduled

procedures

How effective do your patients think your marketing materials are?

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

How to build your own report like April’s

�  Log in to reporting.smg.com

�  Go to Reports & Analytics then Report Builder

�  Under 1. Report Type & Time Frame, select “Crosstab”

�  Change date range to “Program Start to Date”

�  Unit – should be set on your MD ID

�  Show this: Co-Scheduled Procedure at Consult

�  Show the results by: Co-Appt-Information Received (scroll way down for this parameter)

How to read this

What information should you include?

0 0.05 0.1 0.15 0.2 0.25 0.3 0.35 0.4

Appt-Friendliness of Staff

Nurse-Respect

Appt-Knowledge of Staff

Nurse-Helpful Procedure Info

MD-Easy to Understand

MD-Showed Interest in Questions/Concerns

Consult Process Clear/Easy

MD-Thorough Medical History

Appt-Availability of Times

Nurse-Helpful Surgeon Info

MD-Medical Procedure Information

Sample Marketing Collateral

Appt Confirmation Email �  Your consult with Dr. __________ is on Date and Time at 4:00

PM.  When you and Dr. _________ meet, he wants to understand your goals, examine you and give you his best advice to meet your surgical goals. In the meantime, I encourage you hear what his patients say! 

�  www.yourwebsite.com/patient-reviews

�  Please complete the attached patient registration forms and bring them to your appointment. If you are not able to fill them out prior to your appointment, please arrive 10 minutes early.

�   See you soon!  If you need to reschedule your appointment, please call me at ___________ so we may adjust our schedule accordingly.

Poll #2 �  #2: What type of follow-up do you do with your un-closed

consults? �  Phone Call �  Send a letter �  Send an email �  Combination

Sample Follow-up Protocols �  MD Follow-up Letter Immediately

�  Patient Coordinator Call 4 days

�  Email with link to patient reviews 8 days

�  RPR Survey Invite 10 – 14 days

�  Patient Coordinator Call (redeem coupon) 18 days

�  Go to their house

Sample survey letter text �  Thank you for visiting our office to discuss your cosmetic surgery goals. We

hope the consultation provided you with the information and education to make an informed decision.

�  You are a great candidate for surgery and we would be honored to help you achieve your goals. Our patients frequently tell us about how much they love their results and the experience with our office. We encourage you to read their reviews because our patients always tell our story better than we can on [link to website]

�  If you completed our patient satisfaction survey we can redeem your $25 gift certificate in our office and apply it towards your surgery deposit.

�  Please let us know how we can assist you.

Follow-up pays off – 41% increase in likelihood to schedule

Questions?