fast, fresh, first aid for your online reputation

Marie OlesenWebinar

September 23, 2014

Thank you for joining us today! Before we get started, we just want to let you know that if you have to leave for any reason, we will be recording the webinar for reference and sending a link in a follow up email later this week.

We will have a Q&A session at the end, but as we go along, if you have questions during the webinar, use the questions box in your control panel to reach us.

So here we go!

Marie Olesen• CEO, La Jolla Cosmetic Surgery

Centre• Founder, RealPatientRatings®• Advisory Board, Center for

Services Leadership, William P. Carey, School of Business, Arizona State University

• Co-author, Cosmetic Surgery For Dummies, Business of Plastic Surgery

• Creator, INFORM&ENHANCE®

“You’ve got to be very careful…If you don’t know where you’re going…You might get there.”

Yogi Berra

We’re in a NEW WORLDand we need NEW RULES

for selling

The 80’s

• I looked in the Yellow Pages and then I called

The 90’s

• I saw your ad and then I called

The 2000’s

• In the 2000’s -- I found your website and then I emailed you

Today

• I searched for reviews, and then I contact you using one of 5 ways available to me from my smartphone

• Or my tablet or desktop or phone….

As Communication has revolutionized, so has your

marketplace… and so must your marketing

88%

12%

12%

88%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Pew Research, 2011 BrightLocal, 2014

Use Reviews

Do Not Use Reviews

Now patients are in charge of the process by which they

choose the practices they do business with

Without reviews, it’s much harder to make it past this point. You slow the choice rather than provide what’s needed to move forward

All of this may occur BEFORE contact with your office….

Online Procedure Research

Doctor Type + Reviews

Doctor + Reviews

Offline Conversations

Decision

Consumers have many choices and smart practices adjust the way they sell to the way that

consumers want to buy

GET FOUND!

When you say it, it’s marketingWhen your customer says it, it’s social proof

Social proof

Also known as “herd behavior” or the “bandwagon effect”

It’s everywhere

The power of Ratings

• Reviews without ratings persuade

• Ratings with reviews convert

• Ratings quantify and make reviews believable

• A rating of 4.7 from 5 patients does not have the power of a 4.7 from 50, 150 or 400 patients

4.73

Evolution of reviews: 1.0

• 1st generation review sites: open systems where anyone can post

• RateMDs, Vitals, HealthGrades

– RateMDs: average rating of MD: 3.9 or C+ (put study in notes)

Evolution of reviews: 2.0

• 2nd generation review site: Yelp, Google+, RealSelf– Create account and verify your identify (still could be

fake)

– Also algorithm to filter “suspicious” reviews and makes it impossible to evaluate their actual ratings distribution

– Difficult for consumer to be anonymous

– Supported by advertising revenue

Evolution of reviews: 3.0

• 3rd generation review sites: closed, 100% verified systems where only real patients can participate

– RealPatientRatings®

– PatientPad

– DemandForce, SolutionReach

Privacy and Anonymity

Quantity of reviews is important

• More trust, which leads to…

– Faster conversion process

• More online conversions – (2-8x more contact forms)

• More in-office conversions - +30% scheduling when read reviews prior to consult)

• Very difficult to have a lot of reviews

Understanding the differences and purpose of each in your strategy

• 1st Generation: Vitals, RateMDs, Healthgrades

• 2nd Generation: Yelp, Google, RealSelf

• 3rd Generation: RealPatientRatings® or other closed systems

Action Plan: your strategy

• Initially focus on 2nd Generation: Google (gmail), RealSelf and Yelp (Yelper)

• Follow up with 3rd Generation: RealPatientRatings® or other closed systems

• Ignore 1st Generation unless you are having an issue: Vitals*, RateMDs, Healthgrades

• 5.00 Yelp - 5 reviews

• 4.9 Google – 45 reviews

• 4.7 RealPatientRatings® -412 surgery ratings*

• 4.00 Yelp - 38 reviews

• 4.6 Google – 19 reviews

• 4.66 RealPatientRatings®- 672 surgery ratings*

• 3.50 Yelp - 2reviews

• 4.9 Google – 9 reviews

• 4.78 RealPatientRatings®- 68 surgery ratings*

You are what you PUBLISH and

You get BACK what you PUT OUT on the WEB

• People want authenticity, not spin• People want participation, not propaganda• Your organizational strategy cannot be dreamed up by an

agency• The individual at the top of the company is the master

storyteller, the conductor of the organizational orchestra• With social networks, every employee has a role in sales

and must sing from the same hymnal• Buyers want information in language they understand,

not gobbledygook-laden jargon

Visual information

(before & after photos, videos,

infographics)30%

Educational information (procedure

pages, certification

info, blog posts)30%

What you say about yourself

(your bio, practice values)

10%

What others say about you

(reviews and ratings, awards)

30%

The content you need for building trust quickly

Social proof

FRESH social proof: three reviews from just this week

Cost infoVisual proof

Instant communication

Natural language

The NEW RULES

1. Authentic storytelling sets the tone2. Content is the link between doctors & patients3. Data enables a more scientific approach4. Agile selling brings new patients to your practice5. Real-time engagement keeps consumers happy

Fewer pages read, less time spent, but 80% more leads

Accelerating the buying process

User reviews increase conversions

*Econsultancy

+

+2x to 8x

Ljcsc.com (2013)

Review Content

•$1647 per contact form

Remainder of pages on our Site

•$1037 per contact form

Leverage consumer insights to grow

sales and drive customer loyaltyand advocacy

“Satisfaction” May Not Be Enough

Typical Approach

Top Box Approach

Highly Dissatisfied

DissatisfiedNeither

Agree nor Disagree

Satisfied Highly Satisfied

1 2 3 4 5

Percent Favorable

Percent Top Box

When patients are “Satisfied” (scale point 4) it means basic expectations are being met— their experience is what they expected…..NOT exceptional

1 2 3 4 5

3 &

4 R

ati

ng

sPatient’s

Stated Satisfaction

Negative Word-of-Mouth Malcontent Behaviors

Unpredictable/Unreliable

Moves Among Providers

Positive Word-of-Mouth

Increased Frequency

Resists Competition

Reduced Servicing Cost

Driving growth - 545

Zone of Indifference

Zone of Defection Zone of Affection

11%

3%

11%

56%

97%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Highly Dissatisfied Dissatisfied Neither Satisfied norDissatisfied

Satisfied Highly Satisfied

.Zone of Defection

Zone of Indifference

Zone of Affection

Overall Satisfaction-Surgery Experience

% H

igh

ly L

ikel

y to

Rec

om

men

d S

urg

eon

n=63 n=122n=178

n=1,198 n=5,632

Highly satisfied patients almost always recommend the surgeon

Doubling likelihood to schedule - 545

1% 1% 2%

19%

78%

0%10%20%30%40%50%60%70%80%90%

100%

1 2 3 4 5

n=2,721 Co-Overall Satisfaction

% o

f R

esp

on

den

ts

Zone of Affection

Zone of Defection

Zone of Indifference

Advocate

Terrorist

Zone of Affection AnalysisYelp RealPatientRatings

Affection41%

Defection21%

Indifference38%

Affection78%

Defection3% Indifference

19%

Patient Satisfaction Score 5 = Affection 4 & 3 = Indifference 2 & 1 = Defection

Zone of Affection AnalysisGoogle - LJCSC RealPatientRatings

Affection78%

Defection3% Indifference

19%

Patient Satisfaction Score 5 = Affection 4 & 3 = Indifference 2 & 1 = Defection

Affection90%

Indifferent5%

Defection5%

The foundation of our success must be built on aCore Strategy of Customer Service

Why struggle, when taking advantage of the NEW REALITIES makes it so much easier to make

your practice fantastically successful?

We live in an era where the BUYING PROCESS is

CONTROLLED BY PATIENTSand we can use that

to our advantage

How RealPatientRatings Works

3. Patient feedback either confirms satisfaction or

identifies areas of opportunity

1. RPR publishes reviews on practice website

where content increases conversions and

supports marketing, SEO and social media

2. RPR publishesratings and reviews,

and maintains standards required

for Google rankings

Being strategic

• Display real patient content

• Increase conversions to protect and grow your practice

Practice website

• Take charge of your reputation

• Strategy to increase reviewsGreater

web

THANK YOU!

Come see us at ASPS in Chicago, October 11-13!