Google made a great choice. They have brought back their stars with reviews and made it a simple 0-5 scale again.
The old Zagat score was confusing and without stars it didn’t provide an intuitive and easy to understand visual of customer reviews.
Best of all, with Google bringing back reviews, physical therapy practice owners now have a way to stand out from their competition…get those reviews.
Undoubtedly, this is all part of Google’s strategy to push viewers/users to engage with the review process which is now intimately tied to Google+, Google’s social network.
Practically, it’s a great opportunity for you to establish a perceived competitive advantage when consumers are searching for practices in your area.
[note_box]Take Home Message: develop a process for patients to visit your Google+ Local page and provide you with reviews.[/note_box]
I recently wrote this guest blog post on the Web PT blog. Below is the summary and you can follow the link for the entire article on physical therapy reputation management.
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As Benjamin Franklin once said, “It takes many good deeds to build a good reputation, and only one negative one to lose it.” With this statement in mind—and 21st century technology—let’s talk about reputation management in 2013. Here are a few questions to start you thinking:
- Do you know your online reputation?
- Are there any negative reviews about your practice on the Internet? If so, do you have a procedure for handling these reviews?
- Do you have a proactive reputation management program in place to inoculate your practice against negative reviews?
- Have you considered the impact that positive reviews will have on your practice’s reputation?
What is Online Reputation Management?
Click here to read the entire article
This is part 1 of a 2-part interview I did with PTPN’s marketing director Stephen Moore.
This issue features a Part 1 of a Q&A with David Straight, PT, DPT, founder of E-rehab, an online marketing company and PTPN Preferred Vendor, about Google+ Local.
[note_box]Q. What is Google+ Local?
A. Google+ Local is Google’s version of an online geographic business directory for local businesses, including therapy practices. It’s the new name for Google Places. Businesses can be listed there at no cost, with details like business name, address, contact information and website. In Google search results, they’re the listings you see that are marked A, B, C, and so on. To see an example, go to google.com and type in “physical therapy” along with the name of your city, and look for the area of the results page with those markers.[/note_box]
[note_box]Q. What are the differences between Google+ Local search results and other Google search results?
A. A Google search results page has three areas that can drive traffic to your website: At the top of the page, in most cases, are Google Adwords results, which are paid advertising. The Google+ Local geographic results are usually listed next, and the third area is the natural or organic listings, which are the search results based on Google’s algorithms that examine web page content, descriptions, etc.[/note_box]
[note_box]Q. How important is it for a private practice to be listed in Google+ Local?
A. It’s important to be listed on Google because people are using online research in a number of ways – not just searching for a nearby physical therapist, but also to do research on a specific therapy office when they’ve been referred to that office. And it’s not just patients; we did a survey of physicians, and two-thirds of them told us that if they didn’t know where to refer a patient, they would use Google to search for a practice that’s geographically convenient for the patient. About 80 percent of all online searches for physical therapy practices are done with Google, so it’s crucial to be in Google’s local business listings.[/note_box]
[note_box]Q. How do I get my practice listed in Google+ Local?
A. The first step is to claim your free Google+ Local listing, which you can do at www.google.com/places. Then you can do a number of things to get a higher “relevance” score from Google and increase your visibility…[/note_box]
Every year my mom paints these really nice decorative ornaments for my kids. It’s a tradition that she’s kept up for years and she’s pretty good at it too. However, one day she called me in a panic. She had run out of a couple colors of paint that she needed and wanted my help. You see, she didn’t know where to get them anymore since the local arts and crafts shop had gone out of business. (What does this have to do with physical therapy search marketing? Bear with me).
I, of course, opened Google and did a search. Within a minute, I had several names of stores that she could go to for the paint she needed. I called a couple of them up, asked if it was in stock and then gave my mom a couple of options. That same day she had her paint and the ornament tradition will continue this holiday.
Physical Therapy Search Marketing – Patients Research Online Buy Offline (ROBO)
So, what does the story above have to do with physical search therapy marketing? The fact is that patients and their adult children ROBO all of the time. In fact, a client of ours in Florida (yes, think Medicare because 70% of his patients are Medicare) generates 30% of his business from Internet marketing. Furthermore, it’s not the Medicare patients that are researching online either. It’s the adult children of the patients that are doing the Googling.
How People Look for You – We’ve Run the Tests
Intuitively, one might think that patients will search for back pain treatment in your community. While 1 or 2 of those searches may occur each month, our data suggests that there are 3 main ways people research physical therapy practices online.
- By business name – PT is a referral business so this makes sense.
- By geographic convenience- this too makes sense. The doctor tells the patient, “Find a physical therapy clinic close to you.”
- By clinician name – if you were referred to an orthopedist for a consultation/treatment, would you research him/her online first? Many do.
Do a Few Searches Yourself
Based on our experience with physical therapy search marketing, we suggest you do the three searches we indicated above for your practice. Google your practice name. Google physical therapy in your city. Google your own name. Are you listed?
How to Get Listed
There are three different ways to be listed on a SERP (search engine results page). Click here for those. A good way to get started is to go to www.getlisted.org and search for your practice. They have lots of good information on how to do it yourself. Much of it pertains to how to get listed in the local business listings. This is a great place start.
Remember, prospects are looking for you. Make sure you can be found.