Not too long ago, pre-internet, it was common for all the kids in a neighborhood to see the same pediatrician because their moms had compared notes and shared the name of the doctor they liked. This scenario shows the power of social proof: People feel better about choosing a healthcare provider when they hear others endorsing them.
Today, that word-of-mouth validation still happens in person but it’s even more powerful when it happens online. Healthcare marketers can facilitate this kind of reputation building by soliciting and posting patient testimonials and reviews.
There are two key reasons positive feedback is important in the healthcare field.
First, there’s the influence of social proof, as the moms who share the same pediatrician know. Conversations about positive experiences with a provider helps humanize the healthcare experience. Medicine can be technical and the language around it can be clinical and intimidating. And there can be many options for providers and practices, making it difficult to narrow down a choice. So to hear from someone like you who’s had a good outcome — whether that’s seeking a doctor or undergoing a procedure — helps you feel more comfortable making a similar decision.
Then there’s the technical aspect of search engine ranking. Google advises that its search algorithm prioritizes results based on relevance, distance, and prominence. It elevates healthcare practices that are close by and provide the care that the user searches for, say knee replacement. It determines prominence based on information it finds about your business, including reviews. Positive reviews and ratings on your Google business profile can improve your ranking.
Reviews, ratings, and testimonials don’t just happen — unless the patient is either really happy or really upset. For the most part, marketers have to work pretty diligently to solicit, prepare, and publish patient feedback. And you have to be careful that your requests for feedback and your content comply with HIPAA requirements for patient confidentiality. Here’s what we advise the healthcare brands we work with.
Again, think about the two purposes for patient reviews and ratings: to generate a positive reputation so people recommend you and to improve your search ranking. Where you solicit and publish reviews affects both of those goals.
To generate results, Google pays attention to the feedback people post on your Google business profile, which shows up on a search results page in the right-hand sidebar; it includes basic facts like location, hours — and reviews.
Patient testimonials and case studies also make for powerful marketing content on your website and your social media channels. Your website might have a “what people are saying about us” page, or you might have a blog or news section that includes stories of your patients and practitioners. You might also feature positive quotes throughout your site. These stories also play well on social media, showing your followers positive outcomes and life changes from real patients. And because Google scans the web for information about your organization, this content can help boost your search rankings.
Marketers need to design the easiest process for someone to leave a review, with the fewest touchpoints. Patient scheduling and communication platforms can do this automatically by generating a text or email that’s sent immediately after an appointment with a simple request for feedback about their experience and a direct link to your Google profile.
In smaller practices that have longstanding, close relationships with patients, a provider or receptionist might personally ask the patient to share comments about their experience. You might have a business card with a link to your website for an online review, or have a printed form for written feedback.
When a patient has had a life-changing experience in your care — a successful recovery from cancer or a return to the tennis court after a joint replacement — you might reach out and ask to document their story in a blog post or video.
Your Google profile includes an easy way for anyone to give a 1–5 star rating and leave a comment. You’re likely to get feedback at either end of the spectrum here.
When you invite patients to leave reviews on your website or write a note about their experience, you’re likely to get more nuanced feedback. Video and short-form patient profiles allow you to tell a deeper story about the individual and their experience with you. These narrative elements, which your marketing team produces, shine a positive light on your practitioners and services.
Patient stories can be really persuasive; for example, we’ve worked with Citizen Advocates, a nonprofit behavioral health provider in northern New York, to create testimonials with their clients who’ve regained productive lives after treatment for mental health and addiction disorders.
A couple of final recommendations for using and managing patient feedback: First, it’s good practice to respond to every comment and review on every platform if you can. Certainly to negative comments — and not just to defend your organization. Best practice is to respond by asking if you can connect with the commenter ‘offline’ to resolve their issue. This also shows others that you listen and care. Thank those who leave positive reviews. Promptly responding to feedback shows that you care and that you’re engaged with the community.
Second, patient feedback should be a dedicated part of your integrated marketing efforts across the whole footprint of your brand. It takes a dedicated marketing communications person who’s looking at reviews and managing the review acquisition and publication process. Platforms like Hootsuite include customer engagement tools that can help you integrate the different channels where your reviews happen and manage them.
Third, comments are a great way to understand the experience you provide from a patient’s point of view. You can identify areas where you’re falling short and focus improvement efforts efficiently.
Patient comments and ratings are an important facet of reputation management, but it’s easily overlooked by healthcare marketing teams because it takes effort to solicit and monitor and reply. But it’s so worth it, because feedback, both positive and negative, and your response to it, goes a long way toward building trust in your current and future patients. Need help managing this part of your marketing program? We’re happy to talk with you about what we’ve done for our healthcare clients — and to share some testimonials of our own.
Tenth Crow Creative is a brand marketing agency that creates, aligns, and promotes messaging for health and wellness organizations. Through insightful branding, engaging design and compelling marketing campaigns, we help these essential organizations find their identities and effectively communicate with their stakeholders so they can fulfill their missions.
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