Steps to Take Control of the Conversation The Changing Face of … · 2019-06-10 · Online...

Jennifer Thompson [email protected]

The Changing Face of Customer Service: Steps to Take Control of the Conversation


Learning Objectives

• Discover how every employee plays a role in the

success of your practice online

• Apply best practices for training employees to

deliver exceptional social media customer care

• Show how other practices are leveraging social

media to boost patient engagement, satisfaction

and loyalty


Why We Need a Strategy


● 54.4% of the world’s population uses the internet daily (in 1995 < 1%)

● The average person spends about 3 hours a day on their smartphone

● Google processes 3.5 billion searches per day

● Facebook has 2.2 billion users (more than the population of China, the single most populated country on earth)

● Searching for healthcare information is the 3rd most

common activity on the internet

The Digital Age


● Patients have 24/7 access to our practice

● Patients can say and share whatever they want

● The patient experience begins and ends

online

● Patient experience often has less to do with

the doctor and more to do with staff

Considerations


Considerations

Today, it’s not just about a

single customer interaction,

but the overall patient

experience with the practice


What is Social Customer Service?


Social Customer Service




Old Way New Way



• Negative reviews are seen as more trustworthy & of greater use

• 50% of consumers will stop doing business with a company if it takes them more than a week to respond to a complaint



● 78% of consumers would prefer that businesses offer customer service via text

● 90% of millennials turn to blogs and reviews before making a purchase

● 77% of patients use online reviews as their first step in finding a new doctor


https://www.getfeedback.com/blog/millennials-impact-customer-service/

http://www.adweek.com/digital/here-everything-you-need-know-about-millennial-consumer-159139/

https://www.healthcare-informatics.com/news-item/patient-engagement/survey-most-patients-use-healthcare-review-sites-choose-docs


Practices need to appear engaged, caring, and professional to current and potential patients online and in the office



Why Social Customer Service Matters


“It takes 20 years to build a reputation and five minutes to ruin it.”

- Warren Buffett

Reputation


Social media now tops other channels for customer service



36% of people have used social to shame a

company for poor customer service



Online reviews will soon surpass word-of-mouth

referrals.

Start with Your People


90% of social media users have used social media to communicate with a brand



Yelp has been called

“the most important

site for small

businesses next to

Google”


https://www.business2community.com/social-selling/90-social-media-users-reach-retailers-social-media-secret-weapon-01620675

https://www.business2community.com/social-selling/90-social-media-users-reach-retailers-social-media-secret-weapon-01620675


Patient reviews happen on social media and are often more visible

○ People go to Facebook everyday

○ People don’t necessarily check Yelp everyday

How Facebook is Different


● Instant with large reach

● Immediate feedback – both good and bad

● Feedback from trusted ‘friends’





Claim Your Profiles

● Add photos ● Update your hours● Correct address and phone

number● Include bio and credentials● Respond to reviews

Online Reputation Management


How NOT to respond to negative reviews:

• Do not lash out • Do not get defensive• Do not blame• Do not justify your

actions




Example Responses to Negative ReviewsWe are committed to providing patients the highest quality care and take your feedback seriously. Please call NAME, TITLE, at PHONE during normal business hours so we can obtain more details about your experience and address your concerns for future patients.

Due to privacy regulations, we can't discuss specifics about your comments online but we encourage you to call NAME, TITLE, at PHONE during normal business hours so we can obtain more details and address your concerns. We are committed to providing patients the highest quality care and take your feedback seriously. We look forward to hearing from you soon.

Online Reputation ManagementHave HIPAA-compliant responses ready to go!

○ Save you from scrambling around when you need to post a

delicate and tactful reply

○ Take the conversation offline, if needed


Respond quickly to reviews whether they are positive or negative



Of course you want negative reviews removed, but 99.99% of the time, it won’t happen.

From Yelp:Sorry, but we don't take sides in factual disputes. If a review appears to reflect a user's personal experience and opinions, it is our policy to let the user stand behind their review.

There's always more than one side to a story, as a business owner you can address misunderstandings by posting a public comment or sending a direct message to the reviewer.



Strategies & Tactics




Strategy

#1


Tell Great Stories

Strategy

#2


Start with Your People#1


FACT:75% of patient

interactions are with staff, not the doctor.



Everybody receives and

retains information

differently, especially as we

cross over generational

divides.



It may not be your fault that overall patient experience is affected by things outside your control, however it is your RESPONSIBILITY to address them.



Companies that improve their customer experience from average to ‘wow’ can see a 30-50% improvement in key measures.

What does this mean for your practice?More happy patients = Greater share of positive experiences online



What if we think different?

○ Create a connection with patient that is long lasting, not for the moment

○ Add the element of emotion

Customer Service Today


● Identify opportunities to make an impact with a patient

● Patients need to feel valued ○ Be a resource in the office

and online

Customer Service Today



Tell Great Stories#2


Patients sharing their outcomes is more powerful than any other message.

This creates an immediate connection with potential patients and is a key differentiator for your practice.

Patient Forward Approach


By providing free education and appealing content you can become the trusted, go-to experts.

By being genuine, you can be genuinely effective.



Tips to Encourage Patients to Share Their Stories

○ Send an email newsletter with instructions on how to leave a review

○ Text/email review invites



○ Hand out feedback cards

○ Create a feedback page on your website (have signage in the office)

Tips to Encourage Patients to Share Their Stories



Don’t just manage your reputation, market it. Tell your success stories in a way that new patients will notice.



Create contests with staff



Take photos of staff and patients to humanize your team

and make patients the heroes



Empower your employees



Train your employees



Be engaged in the community



When all else fails… find a cute kid


Thank You

Jennifer Thompson

[email protected]: 321-228-9686@DrMarketingTips

Steps to Take Control of the Conversation The Changing Face of … · 2019-06-10 · Online...

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