Online Reputation Management LASIK Surgery Boston

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• Imagine…

• You’re a highly experienced, world-class LASIK surgeon located in Boston and you are seeing a new LASIK consultation.

• The consult is a friend-of-a-friend consult, a no-brainer. She is life-long friends with a patient that has been with you for years.

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• The past patient thinks the world of Boston Eye and the new patient consult could not have gone better…the new patient puts down a deposit & books a date for her procedure.

• The new patient has lunch that afternoon and can’t wait to share her news with her friends. “I’m finally going to get that LASIK procedure that I have always wanted with The Boston Eye Group.”

• One of her caring friends does what friends do and Googles “Boston Eye Group Reviews”

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• The best friend finds online reviews from their past patients

– Some positive

– Some negative

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• The homerun patient cancels her procedure with no explanation.

– They blame it on the economy…

– And they say goodbye to their professional fees

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• Ten years ago before Internet online reviews existed this friend-of-a-friend referral was a guaranteed ‘word of mouth’ close.

• Today in the Google world more than one in ten physicians is rated on RateMDs.com alone. Online reviews are the new ‘word of mouth’!

• If you think you’re immune think again.

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• Suddenly it dawns on you that patients are talking online……

– About LASIK surgery!

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Google Reviews Are Visible

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Impact - Boston Eye Group’s Bad Reviews

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Impact of 39 Stellar Reviews

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• You have always been at the top of the class, attended the best schools, received world class training and this means very little to patients…..

• They want to hear actual patient feedback directly from your patients!

• Patients have multiple choices when it comes to seeing a physician. You can either stick your head in the sand or do something about it. Online reviews are not going away anytime soon.

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Reviews Are Very Visible

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Patients Are Talking Online

• If you were a potential patient wouldn’t you be curious as to what your actual patients had to say about their experience?

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Your Online Reputation Is Being Shaped Daily…

Talking

• Patients

• Competitors

• Employees

Listening

• Patients

• Potential Patients

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It takes 20 years to build a reputation and 5 minutes to ruin it.

- Warren Buffet

The way to gain a good reputation is to endeavor to be what you desire

to appear.

- Socrates

Your New Customer Demands More

Their expectations are higher than ever.

Make it Relevant

to Me

Let me Share

my Point of

View

Give me What I

Want – when I

Want It

Empower me

with

Information

Be Authentic

and

Transparent

Listen to me and

Respond to my

Feedback.

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Reputation Management

• Historically, you managed your reputation and brand through patients, newspapers, radios and PR campaigns. The Internet has changed the process.

• Today, most decision makers get their information from the Internet and it is up to you to control your online reputation.

• While there are credible resources online, a lot of their information comes from anonymous online review sites.

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“It takes many good deeds to build a reputation and only one bad one to

lose it”

Benjamin Franklin

Forty Ratings Sites Today, Even More Tomorrow

• Today, more than one out of every ten physicians is rated on RateMDs.com

• If you think you’re immune think

again. Having your reputation defamed is now an occupational hazard

• Patients may hear about you on the radio, they will then visit your website, and the last step is to see what other patients say about you through online reviews

• RateMDs.com, Angieslist.com, bookofdoctors.com, careseek.com, checkMD.com, citysearch.com, complaintsboard.com, doctordecision.com, doctoroogle.com, drscore.com, healthgrades.com, insiderpages.com, kudzu.com, local.yahoo.com, makemeheal.com, mydochub.com, openlist.com, physicianreports.com, ratepoint.com, realself.com, ripoffreport.com, yelp.com, vimo.com, wellness.com, yellowbot.com, zocdoc.com, talksurgery.com, vitals.com etc….

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Step One – What Is Your Reputation? Managing your Brand Online

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• When people search for you online, they are looking for more than your website. Patients want to know what patients have to say about you.

• Consumers are having more and more of a say in how your brand is perceived online.

• Your Online perception is reality. Your search results define you and patients have no better method to judge your qualifications.

• You need to understand and monitor what is being said about you online!

A Better Solution… Manage What is Being Said

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2nd Step: Building Positive Reviews

• While having bad reviews can be damaging, you cannot always control who writes them online.

• We estimate that for every unhappy patient there are another 50 who are ecstatic with their results.

• Enable past patients who have had a positive experience to write something on line for you. Make it easy for them to share.

• Conduct “intelligent” online surveys with customers to get patients who are happy to write reviews.

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The Smart Survey & The Review Building Process

• Patient has a

procedure

• E-mails are

collected at time

of registration.

• Post-Procedure

your Customer is

sent an e-mail

asking if they

would be willing

to fill out a

survey

• Link would send

them to a

personal page

with information

relevant to the

practice and the

person.

• Ask questions

about their

experience with

the service.

• Last question is

would you be

willing to refer a

friend?

• If, and only if, the

patient has had a

great experience we

then ask them to

write a review online

• We then link them

directly to a review

site.

• Since only happy

patients are asked

to review you, you

start to build only

positive reviews

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Your Online Survey Design

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If Happy, Please Share Your Experience

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If Unhappy– No Review Request

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Writing The Review

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Immediate Results

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Review Sites Drive Quality Traffic To Your Practice

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If you’re in a situation where you cannot change the negative review no matter what you do…..

Your focus should be to switch gears and go about sharing your positive patient experiences, thus burying the negative!

How Do You Start Building Your Raving Reviews? Let’s Talk!

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Contact Information

• Patrick Duffy, President

• Customore.com

– 1769 N. Clybourn

– Chicago, Illinois 60614

– (312) 640-0227

– pduffy@customore.com

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