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 still prioritize the personality and credibility of the doctor. Whatever it is that makes you special, it's time to lead with a compelling presentation that sets you apart: • Explain why you deserve the consultation. • Articulate the value of your experience, training or specialization. • Allow your personality and opinions to come through on a blog or in social media. • Highlight your media coverage. You don't need to brag to celebrate what makes you special, but you don't want to hide your accomplishments and experience either. MIND YOUR RESPONSE As social media continues to permeate both our culture and our time online, your social media following and interactions become more important to the average patient. Be mindful of how you respond online, both to your detractors and to your supporters by: • Celebrating your supporters • Embracing harmless criticism • Exercising care when responding to negative reviews The number of people who "like" you online will grow as you engage in meaningful dialogue in the social media space. How you treat these friends, and how you respond to your critics, is now a permanent part of your public record and online reputation. BAD REVIEWS HAPPEN, EVEN TO GOOD DOCTORS Remember that even the best doctors are vulnerable to negative reviews from competitors, employees and patients. Neither anger nor apathy about the state of online reviews will change that. Your commitment to taking a productive and proactive approach to online reputation can diminish the impact of the inevitable negative review; it will also help attract more patients to your practice. Now that you have a different outlook on your online reputation, it's time to take action. Step 1: Prepare for Action • Choose a "Reputation Champion" and formalize his or her responsibilities • Monitor your reputation online (manually or with a service) • Create a patient feedback loop and listen to how patients think you can improve Step 2: Online Reputation Basics • Update your site to provide a compelling presentation of you and your practice • Claim and enhance existing business listings across the Web • Cultivate a positive reputation by asking patients for their reviews Step 3: Advanced Strategies • Engage in a dialogue with your supporters on social media and review sites • Share your ideas and experience, in the form of ar- ticles, Q-and-A's, photos and videos, on multiple sites across the Web • Address any reputation challenges productively In today's world, it's hard to imagine a practice that is exempt from the effects of online reputation. Whether you are indifferent or outraged on the subject, the reality is that online reviews are a factor in the growth of your practice. The good news is that it's a factor over which you have a great deal of control. With a thoughtful and strategic approach, you can cultivate a strong online reputation that works to your advantage. Ryan Miller is the president of Etna Interactive, a digital marketing fi rm specializing in cosmetic practices. Contact him at etnainteractive.com. 22 SEPTEMBER 2014 | Med Esthetics Be mindful of how you respond online, both to your detractors and your supporters. A strong presence in search engines, social media and cosmetic surgery-related sites helps combat the effects of negative reviews. © CHRIS LEMMENS /GETTY IMAGES