UPDATE: Effective December 1, 2017
Optimized360’s Reputation Management module now included with all CONNECT and SIGNATURE web design packages
You know how they say that your first impression is your last impression? While this is true in the real world, it’s even more true in the virtual world. People are less forgiving online than they are in person and much more likely to draw conclusions from whatever is presented before them than they are in person. This is because the internet has completely revolutionized how word of mouth functions.
Instead of asking people for recommendations in person, consumers now head straight to the internet and consult websites like Google and Facebook for reviews on dental and medical practices they’re interested in. And because Google and Facebook strive to create a transparent and honest review process, getting negative reviews removed is incredibly difficult. Add to that the fact that people tend to trust what their friends post online and you can see how one bad review could not only ruin your online reputation, but also impact the flow of your business overall.
What is Reputation Management?
Reputation management or rep management is an incredibly important part of every dental and medical marketing strategy. In order for practices to keep up with their competition, they need to make sure their reputation is squeaky clean. As a practice’s reputation is monitored, it is also manipulated to shape the public’s perception of a practice.
This manipulation occurs through several important steps. The first is to get a clear idea of what your current status is online. You want to know where reviews are posted and what people are saying about you. Once you know what people are saying, your reputation management team can then craft a strategy to respond to both the good and the bad.
Sometimes this strategy includes responding to positive and negative reviews online. Other times it might include joining a conversation on social networks. This helps to give your practice a personality and bring humanity into your interactions with the public.
How Do Online Reviews Impact My SEO?
Patient reviews play an incredibly important part in your SEO. The first role is how they’re displayed online. Review websites like Yelp tend to display bad reviews before they display good reviews. As a result, as soon as a person searched your practice’s name, they’re more likely to see the bad reviews before the 5-star reviews. Read how to get more 5-star reviews in this article.
Reviews will also impact important metrics like click-through-rate that Google uses to determine how to rank your website. When someone searched your website, Google looks at engagement with your site to determine whether you’re ranked appropriately for the right terms. If you are not getting clicks because of your ratings, your ranking on search engines will decrease.
Reputation management works to, over time, push any negative reviews down and display positive reviews. One of the best ways to do this is to utilize a custom program like 360 Reputation Shield.
Even if you get people to your website through your current reviews, there’s no argument that those reviews play a large part in influencing consumer behavior. For example, a person might see a bad review, read it, and then click through to your website just to learn a little more about you. In the end, however, he or she probably won’t go through with becoming a patient because the content of whatever review they read sits at the back of their head.
What is 360 Reputation Shield?
This innovative program empowers you to manage dentist reviews from your own dashboard. With 360 Reputation Shield your website has a dedicated area where patients can leave their doctor reviews and you go into your dashboard and moderate them. Any rating less than two stars is not displayed, however, you can choose to display it if you wish. Additionally, you can choose to mark certain reviews as spam, respond as you wish, and even delete reviews that aren’t accurate.
As you direct patients toward this landing page to leave reviews, respond to reviews, and share these reviews on your social networks, you’ll begin to notice bad reviews dropping off of search engine’s first pages and your more positive reviews moving toward the top.
As prospective patients see these positive reviews they’ll be more likely to click through to your website and inquire about becoming a patient.
Moreover, patients who leave both positive and negative reviews will see that they’re being responded to. As a result, these patients will feel heard, empowered, and valued, all of which leads to a happier client base.
Keeping Patients Engaged
A reputation management program plays an important part in keeping your patients engaged with your practice. When you ask them for reviews you’re telling them that you rely on them to help your practice succeed. And when you respond to reviews you’re telling your patients that you care enough about them to take the time to interact with the – regardless of whether their feedback was positive or negative.