For as long as commerce has existed, word-of-mouth marketing (WOMM) has been a critical part of any business’s success. However, building it into a healthcare marketing plan can be challenging. It’s hard to evaluate and quantify WOMM because it happens outside of the traditional marketing strategy. But things are changing, thanks to the advent of social media and the internet. What was once nearly impossible data to capture and quantify is now readily available through a number of channels.
According to Nielsen consumer research company, 84% of consumers say they either completely trust or somewhat trust recommendations from family members, friends, and coworkers concerning products and services. That is the highest-ranked source for trustworthiness of all the measured elements. This phenomenon translates to the digital world as well, with 68% of consumers reporting they trust online reviews and opinions—the third highest ranking of all the methods measured.
In a survey conducted by BrightLocal in 2014, 88% of people trusted online reviews written by other consumers just as much as they trusted recommendations from people they know personally. A growing number of sites, including Google+, Yelp, Healthgrades, and others, now allow for and encourage patients to leave comments about their personal experience with medical services, along with providing a rating system of usually one to five stars. This new approach to WOMM can be a frightening concept to providers who are leery of negative feedback and bad reviews. However, this brave, new world of communication is beneficial for both patients and providers.
Patients can receive not just one but many points of view on a provider, which they can weigh and compare as they navigate their decision-making process. Considering how heavily influential these comments can be, a wise provider will encourage their stalwart patients to leave feedback on various sites to provide prospective patients with a more comprehensive view of their practice.
For healthcare providers, the opportunity is there to present a positive image supported by enthusiastic patients’ testimonials. Ensuring that feedback appears on various social media channels and business websites shows prospective clients the quality of care offered by that provider along with validation of having seen similar comments from a number of sources. With proper social media management, prospective patients see the best about you, your staff, and your practice.
Using this marketing element effectively is as simple as remembering the three E’s: Engage, Equip, and Empower. Now, how do you put these 3 steps into action?
- Engage with current and future patients on the various sites where your information appears. This is imperative. If someone leaves a positive comment, be sure to thank them for their support. If they leave a critical comment, ask to discuss their concerns over the phone or through email, and then be certain you follow up.
If a patient asks a question on a social media site, do your best to answer it within the boundaries of HIPAA and ethics, or instruct the patient to contact your office by providing the email and phone number most convenient for that interaction. Engaging means you take the time to acknowledge patients and show them that you are aware of their concerns and you’re willing to respond quickly.
Equip your patients with up-to-date information that benefits them or their families. All of us have, at one time or another, said to a friend, “Hey, I just read this interesting piece about . . .” and provided the subject of our new awareness. This type of word-of-mouth sharing is both intimate and more relevant than in other situations. Offering newsletters and recent articles that enhance patient education helps to increase awareness, reduce anxiety, and demonstrate your ongoing dedication to the patients you serve.
Collecting and maintaining a library of helpful articles that can be shared with patients via email or an online patient portal arms your patients with information that they can also share with friends and family. This positions your healthcare practice as a trusted resource, prompting word-of-mouth referrals from patients to their friends and family and encouraging new patients to reach out.
Finally, empower your patients by giving them a way to share information, opinions, or referrals with friends and family. Allow comments on your website and social media posts or include a “refer a friend” option on these sites as well so you make it simple for patients to recommend you.
Open the opportunity to acquire new patients by encouraging your existing patients to share their positive experiences in person and online. You can even offer existing patients a discount or small reward for each new patient they refer to your practice. By making it as easy as possible for existing patients to share your information and for potential patients to learn more about you, you can parlay word-of-mouth marketing into a chance to build and expand your practice.
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*For tips on preventing negative reviews and ratings, read 5 Fixable Elements to a Low Review Rating.
