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PTPPReputation Marketing:
Social Media That Drives Business
About Me
• David Straight, DPT• Practice owner for 15 years• Certified Duct Tape Marketing Consultant• Co-owner, Marketing Director, E-rehab, LLC• Assist over 100 practices with Reputation Marketing• Marketing Director at Gaspar Doctors of Physical Therapy
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Disclosure
• David Straight is the co-owner of E-rehab.com, an online marketing services provider for physical therapy private practices.
Quick Question
“If this presentation goes as planned, and I’ve earned a review online, would you do that for me please?”
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Objectives
• Describe one of the most overlooked forms of PTPP social media marketing
• Articulate why reputation marketing is so important
• Provide you with an understanding and plan to improve a practice's online reputation.
Overview
• Where Reputation Marketing Fits In• Why You Should Have a Reputation Marketing Strategy• Ratings & Reviews and Patients• How to Capture Online Ratings & Reviews• Example of the Process
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Marketing Definition
Physical Therapy Private Practice Marketing Definition adapted from Duct Tape Marketing:
“Getting a patient that has a need for physical therapy to know, like, and TRUSTyou.”
Marketing Strategy
Marketing Strategy
Business Goals
The Marketing Hourglass
Your Publishing
Model
Total Online
Presence
Lead Gen Trio
Lead Conversion
System
Live by the Calendar
Total Online
Presence
Content Platform (website)
Social Media
Marketing
Organic SEO
Email Marketing
Online Advertising
Mobile & Location
Analytics & Conversion
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Reputation Marketing is Social Media…Marketing
Social Media
Marketing
Property Optimization
Market Analysis
Content Strategy
Build Your Network
Engagement Optimization
Analytics & Conversion
Reputation Marketing
Because, it involves websites and applications that enable users to create and share content or to participate in social networking.
The Promotional Hourglass
Buy
Repeat Refer
Know Like
TRUST
Try
https://www.ducttapemarketing.com/blog/7‐stages‐of‐the‐content‐hourglass/
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Online: Know, Like, and Trust Looks Like…
Know Like
TRUST
• Know – search engines (Google), websites, Facebook, PPC, Directories, Google Maps, etc.
• Like – website, photos, web content, video
• Trust – ratings & reviews, testimonials, video
Lead Generation Obsession
Online
• Facebook ads
• Google ads
• SEOKnow
Offline
• Direct mail
• Magazines
• Newspapers
Many PT private practices simply ignore lead conversion.
Even though they get hundreds per month to their website.
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Lead Conversion• Reputation Marketing is a Lead Conversion Strategy
• Seeks to convert leads into new patients
• Consider these situations
• Comparison shoppers• Those finding you in their insurance book• Those given a list to pick from
TRUST
Can Online Ratings & Reviews Generate Revenue? • The answer is likely to be “YES” for you.
• I hope to persuade you that:
• It is worth your time.
• Successful implementation of Rep Marketing Strategy will help differentiate your practice.
• It will result in additional business & revenue.
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Why We Don’t Ratings & Reviews• Cognitive Dissonance – a practice owner believes he/she is
running a good business, while reviews might tell him/her otherwise. In the face of this conflict, the owner decides he/she is correct.
• Review Systems Aren’t Perfect• Yelp – 650 cases against them, court case says they can manipulate
content• Review filtering in combination• Aggressive salespeople• Ratings & Reviews manipulation
• It’s out of our control
Why We Don’t Like Them• Some patients have ulterior motives
• Extortion• Fraud• Conflict of interest• http://www.huffingtonpost.com/news/yelp-lawsuit/
• It’s not easy to get ratings & reviews from patients
• It’s not a perfect system
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However: Most Reviews are NOT Bad Reviews
https://www.yelp.com/factsheet
Review Statistics as of June 30, 2016
Not Good at Collecting Them
• Looked at the number of reviews at practice in the 50 largest cities (USA).
• Number of reviews of each of the practices in the “Google Local Stack”
• 63% had 3 Reviews or Less
32
26
1419
7
7
8
5
21112011210
3100
3 000010000000000010001000000000100000000000010100000000000000001
Frequency Chart
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Not Good at Collecting Them
• Looked at the number of reviews at practices in cities ranked 201-250 in population size (USA).
• Number of reviews of each of the practices in the “Google Local Stack
• 77% had 3 Reviews or Less
62
62
28
12
12
6
34
71 4 00002
1121010010101
FREQUENCY CHART
Compare This to Chiropractors• Looked at the number of reviews at practices in cities ranked 1‐50 in population size (USA).
• Number of reviews of each of the practices in the “Google Local Stack
• 14% had 3 Reviews or Less
FREQUENCY CHART ‐ CHIROPRACTIC, TOP 50 CITIES
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Compare This to Chiropractors• Looked at the number of reviews at practices in cities ranked 201‐250 in population size (USA).
• Number of reviews of each of the practices in the “Google Local Stack
• 38% had 3 Reviews or Less
FREQUENCY CHART ‐ CHIROPRACTIC, TOP 50 CITIES
II. Why You Should Have a Reputation Marketing Strategy in Place
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If You have No
Reputation, You are Just One Bad
Review Away from Losing Business
https://www.brightlocal.com/learn/local‐consumer‐review‐survey/
“Reacting to the Bad Review(s)”
You MakeMoney
Marketing
You Don’t Make Money Waiting for &Managing Bad Reviews
PracticesShould Start
With ReputationMarketing
Reputation ManagementIs Obsolete…
Then You’ll Have to “Manage” Your Reputation
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47%of those surveyed said reputation matters most
when choosing a doctor
https://www.brightlocal.com/learn/local‐consumer‐review‐survey/
Reviews areEverywhere
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Consumer Perceptions of Ratings & Reviews
• 92% of consumers regularly or occasionally read online reviews
• 51% of consumers will select a local business if it has positive reviews
• 68% say that positive reviews make them trust a local business more
• 80% will trust reviews as much as personal recommendations
https://www.brightlocal.com/learn/local‐consumer‐review‐survey/
Ranks #2 in Trusted Forms of Advertising
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Why Else Should You Collect Ratings & Reviews
• For Insight • Motivation• Reinforcement of Your Vision • Means to identify & Correct Problems• Negative reviews can increase credibility
• https://econsultancy.com/blog/8638‐bad‐reviews‐improve‐conversion‐by‐67
To Improve Your Search Rankings: They are a Significant Ranking Factor
• Google wants to deliver a quality experience.
• Google lists businesses that it trusts are consistent with a given keyword search.
• There is a correlation between companies that have a larger, consistent, and diverse review set and rank position
• Helps you stand out on a SERP
https://moz.com/local‐search‐ranking‐factors
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Number of Reviews needed to be trusted
https://www.brightlocal.com/learn/local‐consumer‐review‐survey/
Reviews are only relevant for a few months
• 44% say a review must be written within 1 month to be relevant
• 69% say a review must be written within 2-3 months to be relevant
https://www.brightlocal.com/learn/local‐consumer‐review‐survey/
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Excellent Differentiator• The new review economy is merit-
based, not cash-based• Large corporation can outspend you on
advertising but small practices can typically capture reviews faster & easier
• Allows you to stand out amongst big box chains
• Aggregate online reviews can trump big brands
• Great service Great ReviewsMore Revenue
Ratings & Reviews and Patientshttp://www.softwareadvice.com/resources/medical‐online‐reviews‐report‐2014/
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Case Study – Los Angeles PT Practice
“We've started asking patients if they have used any online resources to help them find us! In the last 60 days 11 brand new patients told us that they used Google and/or Yelp to help them research us after their doctor referred them.
Do Reviews Matter to PT Practices
• “A woman came in to the clinic yesterday and told me that she checked on my reputation online and the reputation of other clinics and she chose our practice because of our reviews.”
• “Saw some great reviews online and was not disappointed. Excellent from start to finish.”
• “We had two OLDER gentlemen come in today due to reviews online. Thought you might want to know that!!!!”
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Do Reviews Impact Your Bottom Line?20 clinics surveyed, each with at least 20 Google reviews
20 clinics surveyed, each with at least 20 Yelp reviews.
90% (18/20) with the Google reviews said they get 5-10+ patients/mo
70% (14/20) with the Yelp reviews said they get 5-10+ patients/mo
More Examples• “I had ACL reconstruction surgery along with meniscus repair about month ago. I researched many different PT locations in queens and XXXXXXX seemed to have the best reviews so I decided to do my therapy there.”
• “Got 2 referrals this week just because they Googled and read my reviews.”
• “One‐half of my patient load tells me they found me on Google. And chose me because of my online reputation.”
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Ratings & Reviews Saved my Practice
•All the orthopedists have POPTS•We have three hospital systems that keep the referrals within.
• There’s strong physical therapy competition
•Online ratings and reviews have saved my practice. I get 6‐8 new patients per month.
Where You Should Share Your Reviews
Today’s consumer is multichanneled; reviews should be left on multiple channels in order to increase the likelihood of seeing them.
• Directories
• Website
• Yelp
• Healthgrades
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ReferralSources
Search Engines WebsiteVideos
On Your
Website
Have Your Reviews Show Up Like Signposts During Their Online Journey
62% starting with search (Google)
27.6% typing in your domain.com
Give them a copy of your online reviews
Patient Video Testimonials
III. How to Capture Ratings & Reviews
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There are Plenty of Patients to Review You• I’ve heard, “I tried before and it didn’t work.”
• “It’s too hard for patients to create an account .”
• >30% have a Gmail account (61,363/205,016)• They can review you on Google
• 84% of adults online have FB accounts• They can Review you• http://www.adweek.com/socialtimes/facebook-84-percent-gwi-infographic/629844
• 73 Million Unique Desktop & Mobile Yelp Website Visits• https://www.yelp.com/factsheet
What Generally Doesn’t Work
• Giving a patient a piece of paper and asking them to do it at home.
• Sending the patient and email (which is common for many services).
• Having them review you at a kiosk (against Google, FB, Yelp T&C)
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Why Consumers Don’t Leave Reviews
Case Study by Modern Comment 1,017 Consumershttps://moderncomment.com/customer‐feedback‐stats
What would make respondents more likely to leave an online review
26%
39%
13%
22%
If the employee that helped me askedme to leave a review
If there was an easy and convenientplace to leave a review
If I knew the entire staff & ownerwould read it
If I was emailed a few days later toleave a review
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Services that Help You Capture Ratings & Reviews• Grade.us
• Get 5-stars
• Simplicity – on your mobile website • Caution - don’t use a kiosk
Missing Link – Training & Communication
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Revisit Your Vision• Why You Opened in the First Place
• Who You Want to Be
• How You are Unique
• Make Customer Service a Top Priority
Strive to Achieve that Vision
• Treat with Passion
• Make Reviews Part of the Patient Conversation
• Give Them a Reason to Write a Review
• Implement a System to Capture Reviews
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Top Down Strategy
• Training – what is online marketing, reputation marketing, and what their role is.
• Goals – 10 Google reviews/month
• Incentives – pay staff $10/review
• Gamify it – contest between locations or staff members
Three Simple Steps to Ask for a Review• The key to generating reviews is to first set expectations at initial evaluation
& have the patient enter into a social contract. • At Initial Evaluation: “If your care goes as planned and I’ve earned a review online,
would do that for me please?”
• When they say “thank you”, you say, • “The best way for you to thank me is to write that quick online review. Would you do
that for me please?”
• Final Question• Do you have a Gmail account?
• Change your Language, You Change Your Business
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The Workflow
Initial EvaluationAsk for the Commitment to
Provide a ReviewListen for Thank YouAt or Near Discharge
Ask for the review
Have them pull out their smartphone
Reward Your Employee
What a Good Review Consists of:
• First name• Where they live• Problem area• How you helped• Recommend the practice
“My name is David and I’m from Carlsbad. I went to physical therapy because I have a rotator cuff tear. Not only did Holly listen to my issues, she did some hands‐on things, gave me some exercises and really helped me understand my shoulder problem. I feel so much better – I can throw the ball without pain. I’d definitely recommend Holly at Example Physical Therapy.”
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Getting Yelp Reviews to Show UpHave the patient:
• Complete their profile
• Add a photo
• Get a few friends
• Review a couple other businesses
• Don’t do it from your WiFi/IP
• Connect account to FB
• Write a substantive review
IV. Would You Review Me?
• How many feel that this presentation was of value to you?
• Would you let me know how the presentation went?
• Could you pull out your smartphone please?
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The Process
• Open your web browser
• Go to examplept.com
• Choose the emoticon that bestrepresents your experience.
• If I earned a then click on a review property and write a review.
Future of Reviews
• Google will dominate online reviews
• Reviews will be bilateral – service providers will review patients• Already happening at Uber
• It will be a differentiator and revenue driver for small PTPPs
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Summary
• Where Reputation Marketing Fits In• Lead Conversion
• Why You Should Have a Reputation Marketing Strategy• Trusted as much as WOM & can drive business
• Ratings & Reviews and Patients• PT patients use them too
• How to Capture Online Ratings & Reviews• Need both technical component & training
Questions