If you follow our blog, you know that we are huge fans of reputation marketing for physical therapy private practices. It’s one of the few ways small practices can differentiate themselves and compete with the large corporations and hospitals.
Sometimes practices, and in this case E-rehab.com, are victims of fraudulent reviews though. Below is a case study from a recent experience of ours and some thoughts on how you can turn lemons into lemonade 😊 .
Rarely is a Business or PT Practice Immune to Fake Reviews and Spam Bots
Recently, we were the target of a fraudulent, negative review from someone by the name of Javelle Avant. If you’d like to read my previous post on the value of negative reviews, click here.
Here’s the rating and review:
Readers See Through Fake Reviews
One look at this review and you can tell it has no merit, but why would I say this? Well, let’s break down a rating and review into its components…all the different parts that consumers assess when judging the value of a rating and review.
There’s the rating – a 1-star rating, as it stands on its own, gives a reader a negative first impression. However, the negative rating is an opportunity for the reader to gather a different perspective from someone that may have had a bad experience. How do they do this? They read the text of the review.
The Review – The review is the written feedback provided by the consumer. In our case, this one says, “Don’t know anything”. Does this really provide any information that would help a prospect make a better buying decision? I would contend that the feedback of this review is no help at all…which isn’t surprising because it’s fake/fraud.
What You Should Do First
The first thing you want to do is report the review to Google. Don’t get your hopes up though, Google rarely takes down negative reviews. There’s no reason you can’t report it a second or third time either and choose a different reason. In my experience, Google will not respond.
To report a negative review, go to the negative review, click on the 3 dots to the right of the reviewers name and click Report Review.
Next, you want to choose why you are reporting the negative review to Google. In my experience, there isn’t one that’s better than another.
After you report the review, Google should get back to you within three business days. Again, unless it’s an obvious, egregious violation of their terms and conditions, they are unlikely to remove it. If you’d like to learn more about their review policies, you can click here.
Next, There’s The Opportunity to Respond and Educate
Here’s a quick video on how to respond to Google Reviews:
One of the best things you can do to combat a negative review is the following:
Take it seriously – a quick look at your Google Business Profile Insights demonstrates that your Google business listing (where positive & negative reviews are displayed) is seen hundreds if not thousands of times per month. For this reason, it’s important to respond to negative as well as positive reviews.
Sleep on it so emotions play a lesser role in your response – it’s normal for hardworking small business owners to emotionally react when they get a negative review ESPECIALLY WHEN IT IS FAKE! When we received this negative review, my partner and a team member immediately asked, “Do you know who wrote this negative review?”
Respond professionally – in most cases, people that write negative reviews aren’t going to change their mind. The people that are going to read this review and your response, are prospects that want to do business with you. That being the case, you need to respond and keep it professional.
Offer to make things right – since you can never be certain that a negative review is from a real person (perhaps under a pseudonym/false identity) or it is a spam bot, you need to offer to make things right. If it is a real person, there is a chance that they will take you up on the offer. Add your name and phone number to the review if you want to make it easier for the person to contact you. In my experience and working with hundreds of other practices that get physical therapy reviews, they almost never will call you.
Use it to educate others and show other readers that you care about what customers think…if it’s a legitimate review – as I mentioned above, and in my previous post about negative reviews, you might choose to reply and educate others that are reading that reply.
This is how I replied to our negative review:
When a Negative Review Makes You Sour – Make Lemons Out of Lemonade
It’s a fact that sooner or later you are going to get a negative review. I feel for PT practice owners that work so hard to provide great care only to experience a fraudulent review.
Take a day to let the frustration wane, then report that negative review to Google and follow the advice above, and respond to it through your Google Business Provide
It’s what I had to do and you might have to do it in the future as well.
Disclaimer, we aren’t HIPAA experts or attorneys. For legal questions, please consult with a compliance company such as bcmscomp.com or your own attorney.
HIPAA and Responding to Physical Therapy Ratings and Reviews
A cursory Google search with various search terms related to HIPAA and responding to reviews resulted in the following conclusions:
If a patient has already revealed his or her personal health information in his or her online review Doesn’t this authorize a provider to acknowledge that the person is a patient? After all, this individual has already admitted this in the review. The answer is “no.” Per HIPAA regulations, regardless of what a patient says in his or her review, you are NOT authorized to release any private health information in your response. According to Deven McGraw, the deputy director of health information privacy at the Department of Health and Human Services Office for Civil Rights (OCR). https://www.reputationdefender.com/blog/doctors/online-reviews-and-hipaa-what-you-need-to-know-about-responding-to-patient-reviews
Numerous responses to Google, Yelp, and Facebook ratings and reviews include Protected Health Information.
There seems to be no legal precedent that we could find related to litigation, fines, or complaints regarding a response from a physical therapy practice to a positive or negative review.
There are legal cases surrounding physicians’, chiropractors’, and dentists’ responses to negative reviews.
In a 2016 ProPublica post, Yelp gave ProPublica access to their ratings and reviews for study and the authors noted: “We identified more than 3,500 one-star reviews (the lowest) in which patients mention privacy or HIPAA. In dozens of instances, responses to complaints about medical care turned into disputes over patient privacy.”
HIPAA Journal made no reference to fines related to responses to negative online reviews in this post.
Common sense suggests that you shouldn’t discuss the patient’s case at all in a public venue such as ratings and review sites.
Responding to positive reviews in such a way that it acknowledges that the review was a patient, while apparently a HIPAA violation, hasn’t resulted in any negative consequences for providers.
Most patients write positive reviews so, you won’t be responding to many negative patient reviews. Reference
Best practices are to respond to reviews with generic language and a focus on office policies, e.g. thank the reviewer but don’t acknowledge they were are patient.
Background – Physical Therapy Ratings & Reviews on Your Website vs. Online Directories
I define online reviews [when I say reviews, I am implying both a star rating and text review] as those posted to directory sites, such as Google, Yelp, and Facebook to name a few. Our data, from over 1700 PT websites, indicates that Google is the first place that most prospective patients see you online; therefore, online reviews at Google matter the most and you should have a system to capture them. Like many other systems, E-rehab has a great system (we have many clients with over 100 Google reviews) that either directs patients to the proper place to write a review on Google My Business or to write a review for their website.
I speak to many practice owners that are so focused on Google, Yelp, and Facebook reviews that they forget that the second most common way prospective patients get to your website is by directly going to it…in other words, they type your web address/URL into their browser. For this exact reason, you want to make sure that you have reviews on your home page, not only Google, Yelp, and Facebook.
But there’s a second type of review that is just as important: first-party reviews. These are the reviews that are on YOUR website. They’ve been common on e-commerce websites for years, but are now popping up on retail, restaurant, and professional services sites.
You’re going to see more and more first-party reviews because they help convince customers late in the funnel, by ratifying their decision to make your enterprise the finalist for their purchase.
Bad Reviews Aren’t So Bad but You Must Collect Reviews from All of Your Clients
In a study by reevoo.com (that’s worth the download), they noted that bad reviews are helpful to consumers in the following ways:
Consumers want complete information We all know that no product or service is completely perfect. Consumers want to know the few negatives so they can weigh them up against all the good points and make a fully informed decision.
Consumers don’t always agree on ‘bad’ points
A bad point to one purchaser is often irrelevant to another – and can even be an advantage. One guest could hate a hotel because there were ‘too many’ children but, to someone planning a family holiday, that’s an advantage.
Consumers don’t look at reviews in isolation
The mere presence of bad reviews isn’t enough to put most consumers off: it’s the ratio of good to bad that matters. A few bad reviews carry much less weight with readers when they appear alongside dozens or hundreds of good reviews.
Consumers notice when there are no bad reviews Shoppers are suspicious when the reviews don’t include any complaints. They won’t assume your product or service is just that good – they’ll assume it’s so bad you have to censor customer feedback.
If you read the ebook, you’ll notice that it is primarily about products, not services, or specifically physical therapists. Nevertheless, their conclusions on how consumers utilize review information is likely to apply to the PT private practice space. At the very least, it should give practice owners better perspective on the value of reviews to consumers and alleviate some of the anxiety when you receive a bad review.
But, you don’t want to just sweep a bad review under the carpet. You need to take action.
Responding to Negative and Positive Physical Therapy Ratings & Reviews is Important
It’s important to respond to reviews because as much as anything, you are writing the response for other people that will be reading the reviews.
Below are tips, that when followed, may keep the patient coming back and prevent prospects that have examined your reviews from choosing another practice instead of yours.
1) Respond fast –51.7% of consumers expect businesses to respond to their negative review within seven days. The quicker the response, the better. Patients that see you respond quickly to their issue helps them to understand that you are a customer-service oriented practice. By delaying a response, you risk never getting any business from not only that customer, but future patrons as well. Prospects who read these reviews and see you respond in a genuine, caring way are very likely to still choose you because they see you are actively involved with making sure your patients’ concerns are addressed.
Case Study: in 2018, I helped several clients respond to negative physical therapy ratings and reviews. Two clients that I helped said that a patient read the response and chose their practice. Not to say that I have some magic formula to respond, it was more about being polite and timely.
2) When you respond, don’t be defensive or argumentative –First, thank them for letting you know there was an issue. Then, offer your sincere apology that it even happened at all. Tell them that this is not typical of your company and that you are giving this issue your utmost attention. If possible ask them to contact you so you can resolve it as quickly as possible. How you resolve the issue is up to you.
Some patients just want to be heard. Others will try to extort money from you, or in other words, will tell you they are going to write a negative review if you don’t forgive their copay or co-insurance. Responding to them by letting them know that you went through a rigorous process of sharing your financial policies with them and verifying insurance before they came in (assuming you did of course) and what their responsibility was is often a good way to handle these.
Don’t be Afraid to Share Your Side – While some physical therapists would prefer not to defend themselves fearing ongoing negative dialogue, other experts argue that you should tell the story as it went down. Neil Patel SEO expert and blogger extraordinaire, states in this post:
Don’t be afraid to tell your side of the story…Bad reviews are not always your fault. But when a number of things add up to a negative customer experience, your business might suffer. If somebody were to falsely accuse you of a crime, you would do anything in your power to prove your innocence. When a review is simply untrue, you might need to do the same. Sometimes, you need to share your side of what really happened.
I happen to agree with this. Too many consumers write negative reviews about health care without thinking. Some have the crazy notion that insurance is going to cover everything (and fail to read the financial fine print on PT intake forms). Setting the record straight can sometimes lead to the patient removing the review. This was an experience I had with a client in Brooklyn. She wrote a negative review, we responded properly, and she removed it.
If indeed you do take a position of defending yourself, make sure you don’t violate HIPAA regulations. You might choose to say something like this in response to a negative review: “Thank you for your review. We take all reviews very seriously both positive and negative. Because of HIPAA regulations, we cannot discuss patient cases publicly. However, we make every effort to avoid situations like the one you are suggesting, given our policies…x, y, z. That said, patient satisfaction is our highest priority and we are absolutely willing to discuss this matter. Please contact the owner at (XXX) XXX-XXXX.” By responding in this way, you are articulating to other readers that your reputation and the care of your patients is important, you have policies surrounding care complaints, and you would like to address the given negative review in a legal and private manner. Readers are likely to respect an organization that responds in this manner.
3) Ask Them to Update Their Review – If you were able to successfully resolve an issue offline, ask the patient to return to the directory site and update their review! Don’t try to post yourself stating that the issue was resolved. It is best coming from the patient. They may not update their response, but it does no harm to at least ask and may go a long way to, once again, increase your reputation online!
Still others are just unhappy people and that’s okay. As I indicated earlier, having a few bad reviews isn’t a bad thing. In fact, when it comes to purchasing many goods and services, maximum purchases occur from vendors when their online reputation is less than five stars. I haven’t seen that play out in the rehabilitation profession but if you have a very large volume of reviews, >100, it could be an advantage.
4) Responding to Reviews is a Differentiator– in a large data study by reviewtrackers.com (worth the read), they indicated that 63% of consumers never hear back after they post a negative review. In a cursory inspection of 50 different physical therapy practices, we too noticed that neither positive or negative reviews received responses from PT practices most of the time.
5) Responding to Positive Reviews is an SEO Factor – Finally, why bother to respond to positive reviews? Google confirms that it helps with local search rankings.
…businesses should “interact with customers by responding to reviews that they leave about your business. Responding to reviews shows that you value your customers and the feedback that they leave about your business.” This statement is then followed by “high-quality, positive reviews from your customers will improve your business’s visibility and increase the likelihood that a potential customer will visit your location.”
Just like you should have a process to capture ratings and reviews, responding to reviews is another positive ranking SEO factor you can control that will help…and of course we highly encourage this.
[IMPORTANT: The best defense to physical therapy negative reviews is to get your patients to proactively review you. Having 60+ positive reviews drives business. It gets patients that are comparison shopping or are sitting on the fence, off the fence and increases the likelihood that they will call you.]
If you don’t proactively capture the customer sentiment from almost all of your patients and just passively let unhappy patients post negative reviews, that may be all that is present. If you do capture the reviews from all of your patients, you get a balanced picture of the customer experience as noted in pie charts.
Proactively reaching out to invite all customers to review gives happy ones the little nudge they need to get reviewing. By collecting reviews from a whole spectrum of customers, the bad reviews are properly diluted by the crowd of satisfied purchasers.
A Good Infographic from Software Advice Describes What You Should and Shouldn’t Do
In Summary – When it comes to Physical Therapy Ratings and Reviews, Know the HIPAA Regulations, Don’t Ignore Reviews, Embrace Them, Respond To Them, and Understand There’s Value in Good and Bad Reviews
Replying to negative reviews shows those reading that you are proactive and concerned about things that are important to your patients. This can serve to improve your online reputation. But ignoring these issues is the same as turning your back on them, something that could give your practice a black eye and may even turn consumers away..
I hope you are finding this information useful to your practice. If you have any questions, do not hesitate to give us a call at (800) 468-5161 or send an email to email@example.com .
Successful marketing is about more than tracking analytics, building a social following and getting traffic on websites.
Ultimately, successful marketing is about knowing your patients. No matter how great your marketing efforts are, it doesn’t matter if you can’t connect with the audience.
So, if you want to be truly successful, you need to have an in-depth understanding of your patients.
What is a Patient-Centric Marketing Approach?
Patient-centric marketing uses personalization to deliver services, messages, and content to the patient that provides them with the answers they need. This applies not only to marketing but also to your entire organization.
Putting your patients first can improve your relationship with them and retain more patients over time since they feel valued.
With patient-centric marketing, you stop telling your patients what they need, which comes across as unappealing and untrustworthy. Instead of pushing services and aggressively asking for the therapy appointment, with patient-centric marketing, you craft your messaging, content and services around addressing their needs first.
Ultimately, if a patient knows they have other options and feel undervalued by the clinic’s lack of attention, they’ll move on.
The Value of Knowing Your Patients
More and more businesses are taking advantage of the power of blogging and content marketing, meaning that the internet is flooded with content everywhere you turn. As a result, patients no longer need to waste time on low-quality content that doesn’t serve their needs.
If you want to stand out among this crowd, you need to create unique content that’s relevant to the needs of the target audience. When you can create content that fits their needs, you develop trust and value with your practice. This makes patients more loyal to your practice and its services.
Having loyal patients who return to your clinic when therapy is needed offers many benefits to your physical therapy practice, not only in revenue but in positive brand reputation and word-of-mouth recommendations.
In fact, repeat patients are 65 percent more likely to convert over new prospects. This means reduced marketing costs and more new patients for you. Loyal patients are also more likely to support your efforts to generate new business since they want to share their experiences with their family and friends. This boosts your trust with new patients and gets you more cash revenue.
So, when you stop guessing at your customers’ wants and needs and start paying attention to the feedback they give you, you get both long-term patient relationships and increased profits.
How to Get an In-Depth Understanding of Your Patients
Developing these relationships and this understanding of your patients takes time, however. Your patients’ needs may change over time, and you need to change with them.
Build Your Patient Personas
A patient persona is a guide to the audience you’re trying to attract to your business. A patient persona describes one ideal patient or client in detail, giving you insights about their behaviors, demographics, background and other unique identifiers.
A truly in-depth buyer persona goes beyond this knowledge, however. It dives much deeper into understanding the patient’s life and the challenges they face. What are their problems? What influences their decisions?
The key to all of this is not to guess, of course. When you create buyer personas, you can’t just create a patient. It needs to be based on the loyal patient base you have.
If you’re trying to reach a different audience, you can even create multiple personas to target new patients, while also keeping your loyal patients happy.
Keep in mind that these may change over time as well, so you should watch how they evolve and continually find new ways to reach them.
Listen on Social Media
Many people are comfortable displaying much of their lives on social media. This can provide you with valuable insights about them and how they feel about your business.
If you only pay attention to posts and comments that relate to your business, however, you’ll miss out on insights from them about what they need from a product or service. To get a real understanding of the target audience and what they expect from your business, you need to go beyond the mentions.
Social listening tools can be helpful for this. Mention is one of the best tools to monitor your brand anywhere. It gives you insights about who’s posting about your business, where they’re located and what influence they have. From there, you can do a little more research into these potential patients to learn more about them.
You should also work to connect with your audience when they come to you. With the availability of therapists online, most patients expect quick responses when they inquire online. Be sure to pay attention to questions, comments, and feedback to you about your business, so you can get an idea of the problems your audience is experiencing.
If you’re not getting the answers you need from social listening, don’t be afraid to ask your patients directly. Surveys provide you with opinions and insights that you may not have otherwise, and they’re easy for patients to participate in.
Keep in mind a few things, such as:
Keep your survey short and simple.
Humanize your message to let them know that their feedback has a purpose.
If your survey is a multi-page form, use a progress bar to let patients know how long they have to complete the survey.
Ultimately, the idea behind the survey is to keep it as quick and painless as possible for participants.
Pay Attention to Visited Content
Whether it’s videos, blog posts, infographics or images, patients engage with a variety of content throughout the day. To understand what they want and need, you need to pay attention to the type of content they visit.
The best way to learn more about popular content is with Google Analytics. This will show you popular content and the patterns that may arise, as well as the type of content that works better for your audience.
Don’t forget to check out your competitor’s social media pages to see what posts get a lot of attention as well. Using this information, you can create more content that’s aligned with what’s working for your competitor.
Look for Lost Conversions
In addition to learning about current patients, you can learn a wealth of information from the leads that don’t convert. This process is a little more involved, but it can provide you with valuable insights.
First, let’s look at the patient’s journey:
A patient is aware of a problem (usually some form of joint, muscle, and/or nerve pain)
A patient considers the options to solve that problem (often this starts at Google, then may progress to asking a family member, friend, doctor, or coming back directly to you)
A patient decides what solution to try (often based on their insurance coverage, the geographic location of a practice, and/or a practice’s ratings and reviews).
If you find that you lose patients in the consideration phase, you may be not doing enough marketing/advertising/or sales to let your community know that you exist. Of course, not every patient coming in contact with your clinic will make an appointment, but it’s still important to find leaks in the sales funnel.
With this in mind, you want to create content for each stage of the patient’s journey, so you can address any concerns they may have along the way.
When it comes to marketing, don’t assume you understand the patient better than they know themselves. Instead of telling your patients what they need, focus on providing them with information and solutions that address their needs, so you can create a loyal following that grows your business.
Business owners have always known that excellent customer service is an integral part of running a successful business. Physical therapy is no exception, as satisfied patients spread the word of their positive experience and are largely responsible for helping a practice grow. Disgruntled patients, on the other hand, likely won’t return to your practice and may even tell other people that they weren’t pleased with their treatment. This underlines the importance of physical therapy reputation management, which must be a major focus of your strategy if you want your practice to continue thriving.
Patients May Critique Both Patient Care and Customer Service
These days, with just about everything being on the Internet, your online reputation is priceless. The [pullquote2 textColor=”#000000″]Managing what’s being said about your physical therapy practice may be the most essential marketing you can do[/pullquote2] reputation you develop is largely based on what’s been said about your practice on review sites, and there is currently an abundance of these types of sites that patients can use to speak their minds. This is why managing what’s being said about your physical therapy practice may be the most essential marketing you can do.
If you break it down, there are actually two processes of your practice that your patients can review on social media. The most common area they may comment on is their actual patient care, which is the hands-on treatment that he or she receives from a physical therapist. But they may also take note of and review your customer service and the way they are treated by your receptionist, billing department and other support staff. When you take stock of your online reputation, look at each of the comments and categorize them into customer service-related comments and patient care-related comments, so you can address their feedback with the appropriate members of your practice.
Addressing Pain in Physical Therapy Reputation Management
There are some aspects of physical therapy reputation management that can be a little tricky. Physical therapy sometimes involves pain for the patient. [pullquote2 align=”right” textColor=”#000000″]If you are receiving online feedback from patients expressing frustration about this aspect of their treatment, you may want to try to be a little more compassionate and offer clearer explanations to your patients. [/pullquote2]It often involves pushing patients slightly past their levels of comfort to help them improve their strength and regain critical physical skills to improve their quality of life after an injury or painful condition. If you are receiving online feedback from patients expressing frustration about this aspect of their treatment, you may want to try to be a little more compassionate and offer clearer explanations to your patients. This will allow you to maintain the same treatment regimen with your patients, but broadens their understanding and minimizes their complaints. In many cases, complaints about physical therapy “hurting” or being “too aggressive” are really a failure in communication and not a failure in therapy.
Responding to comments as they are posted online and making sure you have a much higher percentage of positive ratings than negative ratings are crucial first steps. However, how can you focus on providing the excellent customer service your patients need if you’re spending all your time on your physical therapy reputation marketing? Can you develop internal processes to improve patient care if you are constantly monitoring your reviews online? It can be a bit of an endless cycle that leaves you spread too thin to grow your practice effectively, and you may need some additional help with these efforts.
[colored_box bgColor=”#000000″ textColor=”#de2022″]We would love to help you out by doing what we do best, so that you can continue providing the best customer service and patient care possible to all of your patients, which will help ensure they post glowing reviews about your practice online. Please contact us to find out how we can help your practice thrive in the age of social media. In addition to helping you with physical therapy reputation marketing, we can optimize your mobile website, send out newsletters for your practice, and handle all your marketing needs both on social media sites like Facebook and Twitter as well as search engine based marketing on sites like Google, Bing and Yahoo.[/colored_box]
In the field of medicine, your reputation is everything. Getting just one bad online review can have negatively impact your business in major ways. The worst part is, you may never know the business that you actually lost, since no one is going to tell you about it. This highlights why reputation marketing for physical therapists should be an essential component of your online strategy.
You need to be proactive when it comes to managing your reputation in the online space. If you’re not, competitors and the inevitable disgruntled patient will otherwise control the entire narrative of your practice online. With that, we bring you these three top tips for reputation marketing for physical therapists.
Use Negative Keywords When Marketing Online
Having a good keyword strategy is a necessity. However, this keyword strategy must include a way to limit your exposure to people who do not need your services. This saves your practice a great deal of money and ensures your patient base trusts you more through the door.
The negative keyword keeps your ads from showing up in places you would rather not be. If you start out with a happier patient base, you risk less problems down the road. However, no medical practice truthfully has the time to keep up with the ever-changing world of keywords. One of the best investments of resources in medicine is outsourcing at least the initial research of the proper keywords to target.
Aggregate All Citations
It’s difficult to have a complete grasp of what people are saying about you online. With a seemingly-endless number of review sites—Yelp, Google and Foursquare, to name a few—it’s possible for people to talk about your practice without you ever knowing it, since you may not even know that the page exists. In addition, there are many niche-oriented deep web pages that dedicate themselves to reviewing medical practices that you may not know about.
Fortunately, with the right software or the right partner, you don’t have to know about every comment that people make about you. You can focus on your current patients while the algorithm scours the Internet automatically for all citations or mentions of your practice across the entire Internet. This information comes to you delivered neatly for analysis.
[pullquote1 align=”right” textColor=”#000000″]Once you know who is saying what, you can fix immediate problems[/pullquote1] Once you know who is saying what, you can fix immediate problems. When you trace back comments to their source, you also figure out where people comment on you most frequently across the Internet. With this information, you can make a real decision about whether to monitor that space more frequently. This allows you to better control the narrative about your practice.
The number one advantage to aggregating citations is pointing out trends. It’s much easier to see problems in your practice when you have information from multiple sources in one place.
Build Positive Links Consistently
The major search engines pay attention to pages with dynamic content. They also associate pages with similar citations to each other. In short, if the underlying message associated with your practice is negative, Google will raise the profile of all websites with negative information about you. If the consensus is that your practice provides good service and effective treatment, Google will raise those sites.
Aside from providing good service, you also tip the odds in your favor through consistent link building. Crowdsourcing articles related to your practice or putting up a few video marketing examples is a great way to advertise your practice directly and build links for the search engines.
We Can Help with Reputation Marketing for Physical Therapists
[info_box]Please feel free to contact us with any question about your presence on the Internet. We pride ourselves in offering a wide variety of services that encompass the entire spectrum of what you need to succeed online. We guide your company in search engine marketing, email newsletters, websites and responsive websites, video marketing, social media marketing and reputation marketing.[/info_box]
Maintaining a good reputation is important for any business, but it’s particularly important for anyone in the healthcare industry. To keep your private practice at the top, it’s critical to focus on reputation management for physical therapy right now.
Don’t Wait for a Problem before Taking Action
Physical therapists often focus on the importance of prevention, and this very same concept should apply to your reputation. This is why you shouldn’t wait until your physical therapy practice has a bad reputation before you do something about it. By being proactive now, you can help ensure that people find good things about your practice when they search your name.
Hiring a good reputation management firm, such as E-Rehab, can be a great approach to tackling this issue. However, there are also some steps that you can take on your own to help boost and maintain your practice’s reputation. Below are some useful tips that will help your practice earn a reputation that reflects its high quality.
Post Your Own Positive Content
To improve your online reputation, it’s helpful to first think about how your practice will appear to a prospective patient. With this in mind, try to address the following:
First of all, if you want people to find positive things when they enter your practice’s name into their favorite search engine, then you have to ensure that these positive things exist. This means that you should be creating online content that relates to your practice.
For example, if you haven’t already started a blog, you should definitely consider doing so. A blog can help with your search engine optimization, show the world your expertise, and it can be the first thing people find when searching for content related to your practice.
You should also build social media profiles on all of the big social media sites, including some that you might not have thought about using in your industry, such as Pinterest.
Lastly, it’s helpful to build profiles of yourself and your practice on physical therapy-related websites, upload informative videos to YouTube and build a profile on all of the local review sites.
Don’t Ignore Negative Content
It’s easy to ignore negative reviews and posts from others, but doing so can actually be quite harmful for your practice. [pullquote4 bgColor=”#000000″ textColor=”#46c0e9″]Regardless of whether someone’s post is true or not, those who see may often change their opinion regarding your practice. This can obviously pose a problem and cause potential patients to go to your competitors for treatment instead of you.[/pullquote4]Regardless of whether someone’s post is true or not, those who see may often change their opinion regarding your practice. This can obviously pose a problem and cause potential patients to go to your competitors for treatment instead of you.
If you make an effort to communicate with the person who has complained, however, in most cases you can improve the situation. If you address the negative comment, the person who posted the negative review might be willing to delete it or amend it. Even if they don’t take either of these actions, those who see this communication will at least know that you and your practice made an effort to respond to a problem or concern that a patient had.
Gather Testimonials and Reviews
Over time, have probably had quite a high number of patients that were satisfied with the treatment they received at your practice. So, why not use their satisfaction to your advantage?
The best way to do this is to gather testimonials from satisfied patients and post them on your website
You should also encourage your patients to post their feedback on the major local review sites and directly on your website
If people who are seeking physical therapy see that your previous patients are happy with the care that you have provided, then they might be more likely to give you a call for their physical therapy needs
Don’t Overlook Your Reputation Management for Physical Therapy
As you can probably see, reputation management for physical therapy isn’t necessarily easy, and it may require a lot of work. But if you look at the big picture, you’ll see that building and maintaining a strong online reputation is critical if you want your physical therapy practice to be successful.
[info_box]Along with tackling some of these steps yourself, it’s a good idea to work with a reputation management firm that understands your practice and wants to make it a success. To find out more about reputation management for physical therapy, as well as search engine optimization and marketing, contact us at E-Rehab today.[/info_box]
For many private practices, physical therapy reputation management may seem like a vague process. Physical therapists specialize in knowing their patients, dealing with injuries and building back strength, but when it comes to creating a proactive plan for a healthy reputation, you may not know where to start. If this sounds familiar to you, the following short primer will show you how a reputation management firm like E-Rehab can help your physical therapy practice establish authority in a digital age.
Physical Therapy Reputation Management: What it is and is not
In the most basic sense, [highlight3 textColor=”#000000″]physical therapy reputation management is creating content that matches your goals and standards so that patients know what they are getting from you.[/highlight3] If your practice specializes in spinal rehab, but your marketing information makes it sound like you’re the best place to go for arm injuries, this can create a disconnect with visitors. In this case, patients expect one thing and get another. This can lead to your patients writing negative reviews about your practice on various review sites (Yelp, Angie’s List, etc.), which will in turn hurt your reputation, even though you’re an expert at spinal care.
Reputation management seeks to establish in people’s minds what you do and don’t do well, so they know what to expect. It does not seek to create false reviews, attempt to get poor reviews taken down (this doesn’t include patently false, libelous reviews), or otherwise take pushy actions to establish your reputation.
Walk the Talk
[highlight3 textColor=”#000000″]The most important part of physical therapy reputation management is that you have information out for people to access: newsletters to subscribers, blogs to the public, and targeted marketing to the right patients and referring physicians. [/highlight3] This information must match what people actually experience from your practice.
With proper information designed and marketed to the right audience, your business reputation will increase consistent with your desired goals and specialties. Walking the talk is the foundation for all other aspects of reputation management. With it, patients will give you great reviews and build your reputation with minimal effort on your part. Without it, your patients will feel confused and let down because they did not receive the service they expected.
In physical therapy reputation management, the next essential step after establishing a clear connection between your actions and your message is creating the right marketing materials. [highlight3]From your brand to your planned content, your marketing material needs to reflect your business in both quality and content.[/highlight3]
Much of physical therapy happens at a level people cannot see, so at first they will judge you less by the results of your actions and more by the materials they see. Your marketing material therefore needs to be designed in such a way that it catches the eye of potential patients and referring physicians and displays that you do what you advertise.
Much of the marketing in physical therapy is specialized and therefore needs to be done by specialists. For example, if you offer therapy that helps address the symptoms of insomnia and narcolepsy, you do not want your advertising materials for it to be bright yellow, orange or green. When marketers want to communicate sleep-oriented products, they create a dark blue color scheme to communicate peaceful sleep. This is one of the many tricks-of-the trade which marketers use to communicate to the public beyond just word. Style matters, and it pays to have experts in style design your marketing materials.
[highlight2 textColor=”#000000″]Simply put, reputation management is producing the right materials to let patients know what your practice offers and the core values you hold as a physical therapist. This is accomplished by using modern marketing and networking materials and techniques with a goal to educate your audience and establish your authority in the physical therapy field.[/highlight2]
[squeeze_box4]If this all sounds overwhelming and you feel that you need some extra assistance with your physical therapy reputation management, have no fear: we can help. At E-Rehab, we specialize in all aspects of online marketing strategies that can help your reputation improve and your practice prosper. Contact us today to find out how we can help you develop an online reputation that reflects the quality of your business.[/squeeze_box4]
Are you struggling to create a successful physical therapy reputation marketing approach? If so, you should strongly consider writing blogs if you’re not already doing so. Although blogs are often treated like an afterthought by many businesses, they can be a powerful tool for boosting the reputation of your physical therapy practice.
Why You Should Blog to Improve Your Physical Therapy Reputation Marketing
Business owners often neglect the importance of a blog when it comes to reputation marketing, but that is a huge mistake: [highlight4]blogs are actually one of the most effective ways to spread your brand and reach a potential audience.[/highlight4]
This is even true of a physical therapist like you: a well-written, fun, and informative blog can provide your patients with information about common physical problems, easy self-fixes, unique personal stories, and treatment angles they would have never considered otherwise.
Build Your Authority
By way of illustration, marketing expert Steve Olenski of Forbes magazine delved deeply into the world of blog-based marketing and found that it offered a unique approach to the following: content strategy; demographic marketing, and authority building.
The latter point is especially important: if you come across like a true expert on physical therapy (by offering well-researched and engaging blog content), your reputation will grow by leaps and bounds.[blockquote align=”center”]Blogging also offers a unique way for your patients to interact with you via the comment section found in most high-quality blogs. Here, they can praise your blog content and your services, which will create a positive feedback loop that will continually enhance your reputation for years to come.[/blockquote]
Even if they come to your blog to complain, you can still turn that into an advantage by directly addressing their concerns and soothe their fears by offering a free examination. You will come away looking humble and willing to fix your mistakes: a major reputation boost.
Researching Blog Topics
Consistently updating a worthwhile blog requires finding topics you want to write about. That’s actually much trickier than it seems, especially as a physical therapy expert, since you already have an extremely extensive understanding of the subject matter. On the other hand, the audience of your website doesn’t have this same understanding, and figuring out what they’d like to learn about can be a struggle.
In this circumstance, it’s best to step back and think about an industry or service which you know little about, such as auto repair, and consider what confuses you about it. Then, you should brainstorm similar topics for your blog, such as:
Common injuries or painful conditions
Relevant treatments used to address these issues
Other techniques and services you may use during treatment
How long each treatment session takes, and how many sessions may be needed for certain injuries
Next, try to center each of your blogs around these ideas, such as ACL tear rehabilitation, to create a plethora of possible blog topics. If you get stuck trying to find a good topic, use a tool like Google AdWords to pinpoint commonly searched keywords that are relevant to physical therapy.
For example, keywords and phrases like “torn ACL” and “did I break my ankle?” commonly show up in Google searches. Pitch your blog around these keywords, adding a unique twist, such as “home remedies for a broken toe,” and you have a potential blog topic.
Always Utilize a Reputable “Author” for All Content
Creating a blog without a reputable author is one of the biggest ways you can destroy the effectiveness of your physical therapy reputation marketing. Don’t farm it out to just anyone: either write the blog yourself, find a skilled intern willing to do it for some extra cash, or find reputable physical therapists willing to occasionally guest blog for you.
Focusing your blog on truly informative and knowledgeable writers creates a sense of “author authority” that will make your blog stand out in an over-saturated market. People will immediately trust what you have to say and, as a result, your blog—and your reputation—will grow exponentially.
[squeeze_box5]By now, it should be apparent that you simply can’t avoid setting up a blog for your physical therapy practice. The boost to your reputation will be too immense for you to ignore. However, if you’re still struggling to set up a good blog or come up with a great reputation marketing strategy, please don’t hesitate to contact us at E-Rehab right away. Our physical therapy reputation marketing experts will help fine-tune your marketing approach, help you design an eye-catching and memorable blog, and get you on the road to success. After that, the hard work of keeping up with your blog should be a heck of a lot easier.[/squeeze_box5]
Running a successful physical therapy practice is about more than just knowing how to help patients rehabilitate from their injuries. As the owner of a private practice, you’re not only marketing your expertise as a physical therapist. You are also marketing yourself.
This is why reputation marketing for physical therapists is such an important component of running a successful business. The reputation you create in your community will be the biggest reason why your practice thrives or fails. You need to make sure that your patients are happy, and that they’re telling people about their positive experience at your practice.
If you’re not sure how to go about marketing your reputation, here are a few tips you can use to keep the word-of-mouth regarding your practice positive:
You might think that your reputation is something that just “happens,” without requiring any effort on your part. And in a sense, this is partly true: you will develop a reputation eventually, one way or another.
But if you don’t stay committed to shaping and guiding that reputation, then you may lose control over it. This can mean that your side of the story won’t be heard, and your satisfied patients might never get a chance to tell their stories and attract other patients.
This is why it’s so important to take a proactive role in shaping your reputation. Here’s how:
Before doing anything else, it’s essential that you ensure all patients coming to your practice are in fact satisfied with the treatment they’re receiving. If they’re not, then this should be your first priority, and you should make any necessary changes to address this problem right away.
Once you are certain that all your patients are pleased with their treatment, give them an incentive to tell other people about it. Offer a discount or bonus for referring a new patient, or ask them to leave you a review online. Most patients will be glad to help if they are happy with their outcomes.
Also be sure to stay up-to-date on what’s being said about your practice, both good and bad. If a patient is not satisfied, don’t take it personally. Instead, use it as an opportunity to show others how you respond to criticism, and professionally address any issues that patient may have with a comment. This is the true heart of reputation marketing for physical therapists: knowing how and when to engage in order to polish your reputation.
Give Them a Reason to Brag
Your patients come to you to overcome injuries and pain. You might think that if you help them do that, you’ve done your job and that’s it.
However, that’s exactly what’s expected of you. It won’t necessarily knock anyone’s socks off, and it won’t necessarily build your brand.
It doesn’t take much to set yourself apart. All it takes is something unexpected that shows you have each of your patient’s best interests at heart. For example, a study was performed that showed that waiters could improve tips by 23%, simply by providing extra peppermints after the meal.
A few extra peppermints is nothing – but it’s truly the thought and effort that counts. Try to brainstorm on how you can make the rehabilitation process a 5-star experience for patients. It could be something as simple as warm towels, a glass of lemonade, or just taking a few extra minutes to get to know your patients.
[pullquote1 align=”center” textColor=”#000000″]Give your patients more than the minimum that they would expect, and they won’t be able to stop telling their friends about you. [/pullquote1]
Make Sure Your Online Presence Captures Your In-Person Experience
After you’ve taken the time to make sure everything is perfect in your office, make sure this all translates to your online presence. Here are a few ways to make this happen:
Go through your website and see if there’s anything clunky or frustrating. If you’ve found any negative reviews, this is a great time to learn from them.
Make everything as painless as possible, from setting an appointment online to getting in contact with you, so that visitors don’t have to hunt around.
You can also use your website to provide service outside of regular hours. Consider hosting a few videos showing simple exercises for pain relief, or blog about sports injuries and other topics that will interest your patients.
Many physical therapists view their online presence as a hassle that they have to deal with. That’s why so many have ugly, plain websites that do nothing for them.
If instead you view it as an opportunity to set yourself apart, your reputation will improve and spread in no time.
[titled_box title=”Start Focusing on Reputation Marketing for Physical Therapists Today” variation=”red” bgColor=”#000000″ textColor=”#000000″]If you’d like to learn more about powerful reputation marketing for physical therapists, contact us today. We can help you harness the power of the Internet to make you the go-to authority in your area – guaranteed.[/titled_box]
Reputation management for physical therapy is an important aspect of modern marketing and business practices. Your business reputation is important, and in the social age, people can say things about you anytime, anywhere and have a drastic impact on your business processes. The following reasons PT businesses need reputation management show the value of proactively engaging your online reputation.
Knowledge – The first part of customer service is knowing what your customers are saying about you. At this stage, even the bad reviews are valuable to you. Knowledge about what people are saying gives you power to respond positively and turn negative customers into positives (if possible), increase word-of-mouth from positive customers, and address and fix systematic issues.
Visibility – With changes to Google’s algorithm, website management is social management. For your SEO to perform, for your website to be seen, you have to manage your reputation on social media sites. From accurate information (have you checked your Google+ page recently?) to creating positive dialogue (when was the last time a customer got a personal Facebook response?), reputation management creates an online presence for your business.
Manage Multiple Presences – Your business is PT. Marketing 25 years ago was simple: phone-book, physicians and hospitals, and a good location would be the primary methods of reaching your customers. With the internet, marketing has changed. You must maintain local listings on the 3 major search engines, create regular posts on Facebook and Twitter, create videos on YouTube, and do regular email updates.
Track Customers – Many people just see reputation management as taking care of social media, but a good program will integrate with websites and internal databases to locate where customers are coming from, giving you control over advertising as well as managing your reputation.
Videos – With increasing access to high-speed internet and 4G services growing in both service and technology (LTE), users are looking for full audio/visual communication from service providers. Good reputation management programs will not only set up a YouTube channel, but help you create and post videos to let people know about your business.
Review Creation – When a customer has a great experience with your business, they will want to tell their friends on Facebook or Twitter about it. If you create surveys, online comment forms, email receipts and more with Facebook and Twitter links embedded in them, you bring customers’ friends to them with the click of a button.
Technology Tracking – Reputation management experts know SEO, SEM and social marketing. It is their business. A good reputation management program works not only today, but with the changes down the road, too. Whether it is the increase in mobile technologies or changes to search algorithms, reputation management helps your PT business stay technologically relevant.
Manage Physicians and Patients – Your PT reputation is affected by both patients and physicians who refer them. The best teams will understand that physician relationship management is entirely different than customer relationships, and give you tools to reach both groups and build your reputation.
Website Maintenance – Now with mobile platforms and social networking, integrating all of these marketing platforms with your website is an essential part of a reputation management program. Physical therapy practice owners often times don’t have the knowledge and/or resources to stay on top of the constant changes that occur with online marketing. Therefore, it is important that you have someone you trust keeping an eye on this because it does impact your online reputation.
To find out more about reputation management, online PT services, and how to be found by the right people, please contact E-Rehab.
Google has made life much easier for physical therapy practice owners with the launch of its exciting new tool, Google My Business. It combines:
Google Analytics & Insights
They are all under one easy-to-use dashboard and now, managing multiple Google accounts has never been simpler and the marketing advantages are endless.
What’s more, it’s free with no hidden costs. Here’s a quick summary of some of the services included in Google My Business:
Google+ (Google Plus):
G+ (Google Plus or Google+) This is Google’s answer to Facebook. It’s a social networking platform that allows you to share messages, photos, videos and links to your followers, directly from the My Business page.
Reviews: Google is the number 1 business review platform online. Google My Business has an entire review platform that gives practices a place to manage ratings and reviews in one location.
Google Analytics: You can very quickly and easily see all of your websites stats right on your business dashboard.
Insights: Insights gives you vital information on your visibility, engagement and trends in the market.
Maps: Manage your businesses location and information available on Google Maps.
YouTube & Hangouts: Video chats with key members of your physical therapy practice (think expert interview, patient testimonials, doctor interviews, etc.).
As mentioned earlier, this is all a free service. If you currently use Google Places for business or Google+ Pages to manage your online presence, you will already have been upgraded.
Not only that, but they are fine-tuning the My Business platform for mobile use too, and it is available in both iOS and Android.
6.5 Ways That You Can Take Advantage of Google My Business
Right Now and Quickly Overtake Your Competition
1. Be easily found on Google
Brand awareness is vital for any practice. How can you gain patients if people don’t know who you are or what types of services you offer? As a small private practice, you know how hard it can be to get high rankings on Google, especially if you’re in a big market with corporate and hospital brands.
So in order to create better brand awareness your first step would be to create an effective search engine optimization (SEO) strategy to make your site more searchable on Google. Research has proven (and you probably know from your own personal experience) that 75% of Google users never scroll past the first page. This highlights how without good Google rankings, you are simply missing new patients.
This is where Google My Business comes into play. When you create a My Business account, fill out all of the information Google requests, as it will increase the odds that your practice will show up on a Google Search, Maps and Google+.
You’ll need precise information about your location, your office hours, contact information, website address, email and fax numbers, and at least 10 pictures of your practice.
IMPORTANT: Make sure that the information you put on Google is the exact information NAP (business Name, Address, Phone number) that you have on your website and any other places where your practice is listed online. Consistency is very important in SEO and it can affect your search engine rankings if there are any inconsistencies.
The more information you add, the more Google’s search algorithms will work to help your search ranking.
Together, all of these features will give your patients an inside look at your practice. As a result, when potential patients are comparison shopping or simply doing a broad search for “physical therapy and a location”, they will be more likely to find your Google My Business listing and visit your website.
2. Connect with existing and potential patients
Not only can you manage your practice listing (AKA Google online phonebook listing), you can also manage your Google+ page from your My Business dashboard. It has taken a while for people to get used to the Google+ social network, and most people still prefer and use Facebook and other social media sites, but bear in mind that your Google+ business page increases the trust in your practice name and gives you significant boost to with respect to your Google Local SEO listings.
Google is always trying to provide its users with the best, most relevant experience. As such Google takes note of those who comment, shares or +1 your G+ page posts, captures this information, and identifies your audiences identity, activity and interests. From there, they can even deliver your Google+ page content to your followers in the organic search results. It’s truly amazing how Google provides users such a customized experience.
The other advantage of using Google+ is this; while other social media sites place a “no follow” tag on any link you post, Google+ doesn’t. So if you posted a link on Facebook for example, any links that you put in your posts (to your website in attempts to improve search engine optimization) will not influence your practice’s Google search results. Google, on the other hand, treats them G+ posts as web pages, which then helps increase your sites visibility and page rank.
But even without the SEO benefits, Google+ is also a terrific way to engage with past patients and build a long term relationship with them, which will increase the trust in your company.
Just as on any other social network, if you expect any kind of results on Google+, you need to be consistent and post regularly. If you have a practice blog, post the links on your page and ask your audience to read and share them. Post fun pictures of you and your employees so that your followers can get to know you better and have a clearer picture of who you are. It will encourage brand loyalty.
It is worth reminding you that any content you share should be relevant and interesting to your audience. You don’t want to keep posting promotional offers like Free Screenings or Discount Massages. The point of Google+ is not to push your physical therapy services on people, but to create a close-knit community, which will inspire trust and loyalty in your practice.
3. Hang out with your clinicians
If you are not already familiar with it, Google Hangouts are another great way to demonstrate your clinical expertise. You can hang out with up to 15 people at a time.
It’s the perfect way to build an online video marketing strategy for free. Use it to answer questions, share information about your new services or even give online demos of treatment.
4. Check the Performance of your activity
It’s helpful to post on Google+ and host Hangouts with your patients, but it could all be a waste of time and effort if they are not producing the desired results.
This is where the Insights tool comes in for your Google+ page and Analytics for your presence across all Google platforms. Both of these tools make it very easy for you to see how many views you’re getting, and you can even see how many people are reading your specific Google+ posts. It even gives you information on how many people have checked out your practice on Google Map searches.
5. Encourage and Respond to Patients’ Reviews
Whether you love them or you hate them, some patients want to leave a review about your practice. It’s part of online culture and people will either want to rave or complain about any experiences that they’ve had.
Side Note: the most common “bad reviews” are about patient billing and payment. It’s worth knowing this and making a little extra effort to make sure patients understand your physical therapy billing practices and policies.
Since online reviews are the second most trusted form of advertising, it’s worthwhile to make it easy for patients to post ratings (0-5 stars) and reviews (text comments about your practice). Chances are positive reviews will generate more business for you too, as many patients decide to make decisions based solely on what their peers have to say about your practice. Google My Business makes it easy by allowing you to claim your practice listing so that patients can add their rating and review by simply by Googling your name and clicking on the blue Google+ page link under your business listing.
The dashboard even makes it easy for you to promote the reviews on your Google+ page and monitor reviews on other platforms like Yelp. This will help you to easily respond to positive reviews, while professionally and politely dealing with any negative reviews. You will have a great pulse on the online reputation of your practice…certainly an asset for any physical therapy practice these days.
6. Create an AdWords Express Account
It probably won’t surprise you that at the bottom of the My Business dashboard, there is a button that will bring you to an AdWords account. After all, advertising is where Google makes 95%+ of its money.
The “express version” if AdWords, in my experience is very easy to use for private practice owners, but your ads will often show up for keywords that aren’t related to your business. This will result in unnecessary clicks and expense. Nevertheless, it still super easy to quickly create ad campaigns. It’s very similar to the right-side and inline Facebook ads, where you simply write your ad and set your budget and then Google AdWords will do the rest the work.
6.5 Stay Informed on Your Mobile Device
Just as 30-40% of your patients are likely to visit your physical therapy practice website while browsing on their smartphones, Google My Business will allow you to do manage My Business with either both iOS and Android apps. The mobile streamlined dashboard makes it easy for you to simply swipe through all of your tools and data, allowing you change dates, manage ads and modify your online presence from wherever you are.
Claim Your Page Today
With Google My Business, you will find all of the best Google tools are right in front of you by simply by logging into your dashboard. It makes management of your online presence easy.
[info_box]As you can see, Google My Business is a robust practice brand management platform; but, as with all aspects of online marketing, your web performance is only as good as you can make it. It’s very important that you include as much relevant information about your practice as you can. If it’s done right, it really can make a difference between your online success or failure.[/info_box]
If you are in any doubt or would like more helpful tips and advice on how to make the most from this great tool, please don’t hesitate to contact us today.
E-rehab.com is now offering video marketing services for physical therapy private practices.
Other than a direct referral from a doctor or a patient, there aren’t many better ways to market to your community than with the video endorsement of the quality of your physical therapy services.
What would a prospect think if they searched for you and saw videos similar to these with your name on them?
Ratings and Reviews are Quickly Becoming a Highly Trusted Marketing Channel
Use the Power of Video Marketing
There are some very effective ways to achieve top Google positioning and beat your competition
Back in 2006, when Google paid $1.6+ billion for a tiny business above a pizza parlour, many wondered if the management at Google had lost it!
However, that tiny business was YouTube and in just a few years later it has officially become the number 2 search engine (second only to Google itself).
The growth of video is crazy. It already accounts for 70% of the search engine results on Google with text trailing in third behind images. In fact Cisco Systems, the world wide leaders in networking and the way we connect on the Internet, predict that by the end of 2015, video will drive 90% of web traffic.
If you are marketing your local business online and haven’t started to use video marketing yet, it’s time to get started.
Generate more Physical Therapy Referrals and Improve Customers Service with Video
They say that ‘a picture is worth 1000 words’. If that is true, imagine how much more effective video can be. It is a scientific fact that humans make a decision based on emotions. Motion pictures have the power to tap directly into the emotions of a viewer with a combination of video, words, voice over and music in a way that words simply can never achieve.
Business surveys have proven that videos convert visitors into buyers three times better than a normal sales letter. With a sales letter the viewer can scroll down the page very quickly and not read the benefits of your rehab services or the reasons why they should should choose you.
With a video on the other hand, you control the whole sales sequence, unfolding your presentation in the way that shows your office, your services, your clinical expertise in the best possible light and only revealing the call to action at the precise ‘magic moment’ when your viewer is primed with the benefits your service will provide them.
The result is more happy patients and more calls from prospects that are comparison shopping.
However, that is only the beginning. For example, imagine trying to learn how to tie your shoelaces using just written instructions. But when you show visitors how to do it, with video, they understand instantly.
Improve Your Chances of Ranking High on Google
Google unveils ‘universal search’.
In an effort to better accommodate users, Google now provides universal search results. What this means is that search results are now a mix of text, news, graphics…and yes, video.
It now takes less effort to rank your video on YouTube and it’s a wonderful opportunity to show up on the first page of Google’s search results. Imagine how many your visitors your website would receive from ranking high on the largest and second largest search engines in the world, simultaneously.
You too can rank your videos on YouTube and Google for the most common search patients do when looking for you…your business name (we blogged on this months ago).
Follow this simple rule – include your business name and the city your practice location is in in the title, the description and the tags of your YouTube video. In most cases, this will do it. That’s it!
Just Do It!
There is no doubt that creating videos for your business will attract more visitors and potential patients to your website but we also know that it might all sound rather daunting.
The worst thing you can do is ignore the video revolution that is happening all around. Video really is here to stay.
The good news is that E-rehab.com is here to help you to take advantage of the easy and affordable opportunity.
Contact us today to learn more about our video marketing services and how we can create an affordable video marketing strategy that will help establish you as the market leader.
Call us at 800-468-5161 x 1101 for more information.