While Google is not yet an acceptable Scrabble® word, (we’ve tried), the term ‘Google it’ has seemingly become a socially acceptable verb. With more consumers turning to the internet and social media to purchase products, services, and find healthcare providers, it is increasingly important for your organization or practice to have a strong digital presence and a strategy for soliciting patient feedback and reviews.
Google reviews continue to be a trusted source to find credible unbiased peer reviews and information on a variety of products and services. BrightLocal’s Local Consumer Review Survey 2024: Trends, Behaviors, and Platforms Explored, found that 81% of survey participants used Google reviews to evaluate local businesses. The next leading review site was Facebook with 45% utilization by respondents.
Google reviews and social media platforms have become extremely important in the healthcare landscape regarding acquisition and retention of patients. A survey commissioned by Doctors.com, found that of the 1,700 U.S. adults interviewed, 80% utilized the internet for healthcare-related searches in the past year. The study showed that 63% of participants made their provider choice based on which provider had a stronger online presence. Additionally, 81% of participants reported reading reviews about a provider they were referred to, and 90% of participants aged sixty plus reported after reading negative reviews online they would choose another provider.
Now that we have established the importance of having a strong digital presence, including Google and social media reviews and testimonials, how does one get started?
The first step is to create a Google business page. Next, consider how to solicit reviews and incorporate them into your communication campaigns. You can solicit reviews using various methods, such as digital and print signage, incorporating calls to action into your aftercare and follow-up procedures, and distributing informational materials. Below are some examples of ways to increase patient feedback for Google reviews.
Print:
- Create posters for the waiting room, exam rooms, and high-traffic places that specifically ask for patients to leave a review on Google and include the QR code for easy access to your Google business page. It is easier to solicit a review in real-time while patients are waiting to be seen or for discharge. Once they leave the office, even if they have had a wonderful experience, it can be harder to get them to leave a review.
- Create flyers and printed material soliciting a review such as, “tell us about your experience,” with the link and QR code to your Google business page. Put these materials in patient care and discharge packages.
- Consider adding the Google business page QR code to business or appointment cards.
- Ensure that your messaging to ask for feedback highlights the fact that reviews help you to serve them better and to provide high-quality care to more patients.
Digital:
- In social media campaigns include your Google business page and ask for feedback.
- On your website, include a link for leaving a Google review and display other patient reviews. Often these testimonials are featured as a scrolling banner on the website.
- Include links to your Google business page in newsletters and email campaigns.
Including Google reviews as part of your patient follow-up process:
- Consider implementing an SMS text feature that thanks patients after visiting your office and asks that they leave a Google review, include the link.
- If you do follow-up patient satisfaction calls – train staff on how to ask patients to share their experience with you on Google and social media.
- If sending a patient satisfaction survey via mail, make sure to include the Google business page QR code.
Responding to Reviews is Essential
Responding to reviews on your Google business page is just as important as soliciting them! Make sure to have a dedicated staff or team that will check your business page often and respond to reviews both positive and negative. It’s important to train staff to respond appropriately to all types of reviews, following your organization’s guidelines and brand voice.
Never ignore a negative or less than satisfactory experience review! When you receive negative feedback, your response to that review can impact the individual’s experience and other prospective patients reading the review. Having some negative reviews is not a bad thing, it shows authenticity and lends credibility to the trustworthiness of your online presence and patient experiences. Not everyone will have a 5-star experience. By addressing and validating the reviewer’s feedback and assuring them that you will work toward a solution, you can turn a negative review into a positive opportunity. The article Responding to Online Reviews Can Help Your Business from Business News Daily offers some great insight and best practices for handling your reviews.
You are all set to go forth and conquer Google reviews and increase your digital presence. SRC’s Designee Marketing is here to support you in bolstering your online reputation so that more patients can receive the high-quality care our SRC-accredited providers offer. If you would like to schedule a meeting to discuss additional options for increasing your reputation management strategy in the digital space, contact our healthcare marketing experts at DesigneeServices@surgicalreview.org.
