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!