MedEsthetics magazines offers business education and in-depth coverage of the latest noninvasive cosmetic procedures for physicians and practice managers working in the medical aesthetics industry.
Issue link: https://medesthetics.epubxp.com/i/367774
BUSINESS CONSULT Then further suppose that in the days that follow, you are repeatedly exposed to the restaurant's name and brand. You see beautiful and compelling photos of their delicious- looking food and you encounter several positive reviews online that challenge what you fi rst heard. How do your opinions change when you see the chef featured on the local news and learn not only of her impeccable training but begin to identify with her personal approach to cuisine? Suddenly, that negative review you heard in passing carries much less weight. Your online reputation is much richer than any one pass- ing review. In the next few sections we'll discuss the six R's that lead to a robust reputation—rankings, reach, ratings, reviews, resume and response. FOCUS ON TOP RANKINGS This isn't an article on search engine optimization, however there is something to be said about how top search engine rankings impact your reputation. Many patients relate a practice's prevalence in search results to quality and cred- ibility. Work to ensure that your own website ranks well for your name, your practice name, your medical specialty and specifi c procedures in your market. EXTEND YOUR REACH ONLINE Whether you search your name, your practice name or even your address, you will fi nd that many websites outside of your direct control are already talking about you. You can leverage these mentions to stretch your online reach by using these tactics: • Identify review sites that already list your business. Where possible claim, correct and enhance these listings. • Find sites that need your content. Websites, such as RealSelf and YouTube, rely on content supplied by experts. Freely share your images, videos and ideas to extend your reach and attract curious patients from across the Web. • Work with local and national media to earn coverage, and be sure to ask them to include a link to your site in their online reports. • In select cases, when the terms are fair, consider pur- chasing placement on sites you know are frequented and respected by your prospective patients. Today you want to reach far and wide with your practice information, your credentials and evidence of your leader- ship in your fi eld. EARN HIGH RATINGS In a study of online reviews for more than 100 aesthetic practices, Etna Interactive uncovered a surprising fact: You are eight times more likely to receive a bad review for bad service than for bad medicine. This suggests that practices should prioritize improvements that respect a patient's time, improve communication and aid in managing patient expectations. The same Pew Research study mentioned earlier in this article suggests that only 3% to 4% of Americans have experience rating physicians online. The practices with the most ratings, in our experience, are those that actively en- courage patients to go online and share their experiences. Implement systems, tools and operational changes that will help more patients rate and review your services on the sites of their choice. CULTIVATE RICH TEXT REVIEWS According to RealSelf, rich reviews (those longer than 500 words) get more than 2.5 times the attention as shorter reviews—in terms of time spent on the page. In fact, those long-format reviews may do much more than engage and educate potential patients; they may help increase your visi- bility in search engines. There is a growing body of evidence that keywords present in review content can infl uence local search engine rankings. As you talk with patients about reviews, explain that other men and women just like them are interested in their stories. They want to know about their experiences with the procedure and with the practice. They also appreci- ate advice from former patients about what to expect and how to prepare for the same procedure. Encourage your patients to share a detailed review, and suggest sites like RealSelf that support a more narrative format. MAKE THE MOST OF YOUR RESUME For most practices, the credentials and philosophy of the treating physician are covered in a few short paragraphs on the practice's website. Whether from humility or neglect, practices today often do a poor job asserting the unique qualities and experience of the physician online. Take the time to present a compelling case on your own site as to why you deserve the patient's attention. Some patients may be attracted to academic creden- tials, others may be drawn in by experience, others may 20 SEPTEMBER 2014 | Med Esthetics You want to reach far and wide with your practice information, your credentials and evidence of your leadership in your fi eld.