How Ratings + Reviews = Revenue (for plastic surgery practices)

Reviews + RevenueBrought to you by the letter “R”Wednesday, July 31, 2013

Who are we?Marie Olesen

(Founder & customer experience guru)

Eva Sheie (master of the online patient experience)

April Linden (master of the reporting universe)

We love to help practices grow and prosper!

RPR

Where are we?Total surveys = 25618

Total consultation surveys = 12165

Total surgical surveys = 13453

Surveys approved for posting = 16271

Where are we?Over 1 million questions answered

Largest study of cosmetic surgery patients ever

2700 consult patients

7200 post-op patients

Reputation Management: More than online reviews

PART ONE

Is this you??

What IS reputation management?

“Online reputation management (or monitoring) is the practice of monitoring the Internet reputation of a person, brand or business, with the goal of suppressing negative mentions entirely, or pushing them lower on search engine results pages to decrease their visibility. [It's] the act of monitoring, addressing or mitigating SERPs (search engine result pages) or mentions in online media and Web sphere content.”

Reputation Management is NOTGetting bad reviews removed from the

internet

Writing fake reviews for yourself

Having your staff write reviews

Paying someone to “manage” it and then forgetting about it

Encouraging or paying for “trolls”

Two Universal Truths of the Internet

A major component of good SEO strategy today includes attention to these two areas:

1. Your name will always be your #1 keyword

2. Demand for reviews is growing and will keep growing

Truth #1Your name is your top search

term

Google Analytics doesn’t track users who are logged in to a

Google account

53% of this MD’s top 10 keywords are name-related

Truth #2: Demand is exploding

*Google Trends

*brightlocal.com

*brightlocal.com

*brightlocal.com

And 96% of aesthetic consumers say it’s

important

*RealSelf.com

Reviews = RevenueBrightLocal concluded that:

By the time a consumer has started reading reviews they have identified an issue/need they have, worked out what service or product satisfies this need and now want to select a business to use.

The path from reading online reviews to purchasing is short which means it’s crucial for local businesses to have a positive online reputation so they convert ‘searchers’ to customers.

We have limited time and resources

How do we know that focusing energy and resources on your “reputation” will result in more revenue?

Data, of course!

Reviews Increase Conversions

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)

And it just keeps growing! 91% of highly satisfied patients will share their comments online

5 simple steps (4 from Forbes +1 more from

RPR)1. Set up Google Alerts for your name

2. Complete those social media profiles

3. Create a FLOOD of positive content **

4. Present yourself as you’d prefer to be perceived (are you a scientist? Perfectionist? Friendly? Busy? Worth waiting for?)

AND from RPR, the #1 most important review tip…

Do great work and deliver great service

1. How to set up a Google Alert

Go to google.com/alerts

2. Set up those profilesRequired!! Google+, LinkedIN, Facebook, Twitter, YouTube

Also required: PlasticSurgery.org, Surgery.org, state society

Also helpful: Yelp, Citysearch, Foursquare, Pinterest*

Do not engage with sources that are not credible! (If you’ve never heard of it, don’t do it without further research)

Some cool tools that can helpExpertReputation.com (review monitoring for medicine only,

$29 monthly fee)KnowEm.com (Use to do a quick check on all websites)

3. Create a flood of positive content (this is RPR’s

specialty!)Facilitate content marketing to

strengthen your web presence Basic feeds: surgery reviews & consult

reviewsExclusive ASPS integration: show your

reviews on plasticsurgery.org if you have an Enhanced profile

Publish directly in your TouchMD system

Display reviews on your iPad or iPhone(NEW!) Premium feeds: Publish your

reviews by procedure or small groups of procedures

RPR

Special features for Group Practices

Up to 25% of your searches will be for your practice name. You need a separate

strategy for the group’s reputation!

Practice profiles in the RPR directoryPractice feeds & widgets combine all members of

a practice into single features

Practice profile

neutral

neutral

neutral

What else can I do with all that content?

When confirming consult appointments by text message, include a link to read reviews

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

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”

Use them in print marketing

Print them out and include them in your photo books

4. Present yourself as you’d prefer

to be perceived Are you a scientist? Artist?

Perfectionist? Friend? Let your marketing work with your personality and not against it

Why this can be more difficult for female surgeons

If you share your personality online, or get your staff to prepare patients for your personality, patients will be prepared when they meet you and will not create unrealistic expectations about you

5. Provide a great product and great customer service

Why service systems are valuable and necessary in our practices

Your dashboard reports provide critical patient experience data that you can use to improve service, which helps you find revenue

But wait, there’s more!

Your customer service and keeping promises

Having a service recovery plan

Accepting that 100% of patients will not be happy, and that some blemishes actually help you

If negatives do arise…

Don’t throw fuel on the fire!

Do not click on it

Do not respond

Do not overreact

WAIT!

More resourcesSign up for the new RPR Premium Feeds or Group Practice Profile

http://www.realpatientratings.com/premium-features.html

Forbes: Is Online Reputation Management Worth The Money?

http://www.forbes.com/sites/learnvest/2013/07/26/is-online-reputation-management-worth-the-money/

Doctors who ignore online reviews put their reputation on the line

http://www.medibeauty.biz/doctors-who-ignore-online-reviews-put-their-reputations-on-the-line/

BrightLocal’s Local Consumer Review Survey 2013

http://www.brightlocal.com/2013/06/25/local-consumer-review-survey-2013/#reputation

The Complete Guide to Yelp Reviews: Power to the People!

http://www.wordstream.com/blog/ws/2013/07/22/yelp-reviews#

Find new revenue with your reports

PART TWOIs this you??

AgendaGetting on the reporting website

Navigating the website

Using 2 new reports

Step 1: How to get inGo to reporting.smg.com

Or go to the bottom of any page on realpatientratings.com

Click on MEMBER

INFO

Click on SMG DASHBOARD

LOGIN

Step 2: How to read the Dashboard

Dashboard

Dashboard: Quick overviewHow am I doing?

Again, the date range will always default to the last 90 days

The metrics shown are 2 of the top drivers of satisfaction in each category

#1 #2

#3 #4

The top drivers are featured here to give

you a quick look at the most important metrics

Dashboard: What are patients saying?

You can see all comments, including those not approved for posting on the web

Hover your mouse over the word More to see the full comment

Click on “Go to All Comments” to enter the full comment report

Dashboard: How do I compare?

Default date range is the last 90 days

Categories are the top 5

System Score = all MDs in the RPR system

Dashboard: My Favorite Reports

The favorite reports were created by us as a standard set

Consult reports always start with Co- and are listed first at the top, followed by the Surgery reports, which start with Sx-

You can save your own favorites if there are specific areas you want to see

You can schedule the reports to be emailed to you

You can print reports to pdf and export to Excel

Takes you into the Report Builder tool

Email my Favorites

Step 3: How can you make a daily

difference?

1. What can the staff do? Be friendly.

2. What can the surgeon do? Listen carefully.

Hidden Revenue Opportunity #1: Friendliness of Staff (on the phone)

When patients are highly satisfied with the

friendliness of your staff at the TIME OF MAKING

THEIR CONSULT APPOINTMENT, they are more

likely to schedule their surgery at their consult

visit.

Co-Friendliness of Staff (System)

1 = YES (the patient scheduled their procedure AT CONSULT)

Of the 8969 patients who scheduled at consult, 52% were highly satisfied with the friendliness of the staff while making their appointment

Oh no! Only 34% of the patients who were JUST satisfied scheduled their procedure at consult.

Tips for successRemember, it doesn’t cost anything extra to be

friendly

Give your staff a gentle reminder -- every time the phone rings, it’s an opportunity to do surgery on another patient.

Remind your staff of the critical importance of the first impression during these slow and difficult economic times

It’s as simple as putting a mirror on the front desk so you know you’re smiling when answering the phone.

Be engaged and be in the moment

So How Did I do?Trend Report allows you to look at the before

and after

Being Friendly: Trend Report

Pick your timeframe

Being Friendly: Trend Report

Choose the view called “Graphs and Data”

What’s most important to your patients?

In the Favorites, chooseSX–MD Listened Carefully and

Reviews

We’ll send you a “HOW TO” guide for

this report after the webinar

Hidden Revenue Report #2: Sx-MD Listened Carefully

An astounding 89% of patients who feel highly satisfied that the surgeon has listened carefully to their needs or concerns are willing to share their comments about the surgeon online

Only 71% of those who were JUST satisfied will share their comments

When patients feel like we are really listening to them, they reward us with their

reviews.

Ask yourselfAre you an active listener?

What tools do you use to confirm that you really understand what the patient wants or needs? Do you verbalize their concerns as part of a

response? Do you include it in pre-op follow-up? Are patient concerns systematically shared with

the staff so they can coordinate the care?

Co-Friendliness of Staff

Choose this report from

the Favorites module

Getting started

You can change the date range

Your report appears

below the report

builder tool

We’re here to helpCall April – Do you need help reading and

interpreting your reporting dashboard?

Call Eva – Do you need website recommendations or help with installation of the feeds?

Questions?