Marketing Quick Hits: Online Reputation
Your Practice’s and doctors’ online reputations—the reviews that are available online—reflect only a small segment of your patient volume. In most cases, this is less than 1 percent. Often massaged by masking poor reviews and highlighting positive ones, this view of your Practice is intentional to influence those patients online seeking care or reaffirming their decisions to see you.
While reputation management is a popular service and addressed by Practices because it is one of the few places an orthopaedist can see what others think of them in public, it only masks the true market/professional reputation. And in doing so, it creates a blind focus on only online reviews, thereby making you and your Practice vulnerable to larger, underlying issues.
This isn’t to say that online scores and star ratings should be ignored or unaddressed but instead that online reviews only reflect the tip of the iceberg for conversations that are happening between patient influencers. So, tackle the iceberg instead of focusing solely on the tip, and over time, as the iceberg reduces in size, the tip becomes significantly less of an issue.
Practices should be more concerned with what you can’t see and don’t hear. At Venel, we help our exclusive network of orthopaedic Practices and surgeons navigate discussions such as these by referencing their data, identifying what their market is looking for in an orthopaedic Practice, and determining what influences or deters the patients and referrers of their Practices. It has been this strategically minded, data-driven approach for the past 32 years that has offered us the ability to ensure our Practices have a cost-effective and efficient marketing strategy that supports their objectives, protects their reputations, influences patients, and documents an average 432 percent return on investment. Our full-service marketing firm is designed to support our client partners and business-minded Practices with the research, team, expertise, and experience to ensure orthopaedic marketing success.
About Venel
Venel is the nation’s exclusive orthopaedic and marketing communications firm, giving orthopaedic surgeons a proven competitive advantage. From traditional marketing to advanced online promotion and patient experience, Venel brings more than 30 years of experience, an exclusive focus in orthopaedics, and the nation's largest source of research in what influences an orthopaedic patient.
Visit www.Venel.com to learn more.
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