A person holds a phone with customer reviews on it

Enhance Your Content Marketing with Patient Reviews

Online reviews are quickly becoming the leading form of word-of-mouth marketing for businesses of all types, and surveys continue to reveal their rising appeal. With 85% of respondents admitting to trusting online reviews as much as recommendations from friends, it’s worth your time to maximize the benefit of any and all positive reviews your business receives. After all, getting patients to leave you a positive review online takes a lot of hard work, and you deserve to share the good news.
One way to extend the reach of a great review is to highlight it in a blog post on your website. This content can then be shared on your social networks and also in your email newsletters. These posts can also include helpful information within the content itself, while also incorporating favorable reviews to encourage readers to seek your help if they’re suffering from hearing concerns as well.
Consider the three article formats below to showcase your happy patients and encourage others to join their ranks:
Patient Stories
There will be times when patients are so thoroughly satisfied with their results that they give generous reviews about their experience with you. These reviews present an opportunity to highlight the journey each patient took from experiencing a hearing concern to delighting in exceptional results. You will certainly need patient consent to share their story, and you should obtain this consent in writing before and after your blog has been written (but prior to publishing it). Usually, patients who are this thrilled with their results are happy to allow you to spread the good news further. If he or she would prefer to remain anonymous, the review would need to be left by “anonymous” on whatever website it was published on (which is not always possible) and a pseudonym should be used for the story itself.
These kinds of relatable posts tend to be the most popular kind, so spend some time laying out all of the details of your patient’s situation before coming to see you. You want your readers to be able to relate to the symptoms and their effect on your patient’s life. Once you paint a clear picture of his or her struggle, then go into the details about the relief your patient experienced through your thorough and welcoming care. Be sure to express the patient’s experience throughout this entire journey – one of limitation and frustration to a place of unexpected clarity and renewed connection, for example. Readers want to relate to this patient’s emotional state, as many of them will likely have some or all of the symptoms described.
As for the review, you can either quote it in the beginning or end of the review, depending on how you want to introduce this case story. It’s also important to express gratitude for the patient taking the time to leave a review and being willing to share his or her story.
Common Misconceptions
An easy way to highlight a group of positive reviews is to use them to shed light on frequent questions or misunderstandings about hearing treatments and the like. By selecting a few reviews that touch on common misconceptions such as, “hearing evaluations are lengthy and unnecessary,” or “I don’t actually need hearing aids anyhow,” you can directly address these pervasive beliefs with successful patient testimonies.
Don’t worry about having the perfect review to match to a given misconception, but do use discretion on how you describe a patient’s situation. Unless you receive explicit consent (in writing) from the reviewer to describe their case in more detail, you should just stick to the details shared by the patient in the review itself. The main idea here is to simply expand on what struggles people overcome in general by visiting your office.
Outline of Results
Take advantage of a handful of positive reviews by highlighting the successful results they represent in your patients’ lives. You could do this “spotlight on results” type of post as a longer article looking at a few different reviews at once, or as a series of shorter posts focused on one result/review at a time. The latter will offer a more focused appreciation of each reviewer (and indirectly encourage more reviews from current patients), and the former will give a strong dose of persuasive information about your services in one article.
The nature of your posts will be determined by the reviews you’re choosing to highlight, but ideally will center around the most common results your patients are seeking: improved hearing, better ability to navigate important listening situations (e.g. work, family, etc), tinnitus relief, and so forth.
When designing your approach for a results-oriented post like this, be sure to thoroughly describe the problem seeking to be solved. Instead of just describing a patient who couldn’t hear well in meetings, go into the frustrations that can present to really allow your readers a chance to relate to the patient at hand. Avoid imposing that reality onto your actual patient who left the review (unless it’s clearly stated as such ), and just keep your analysis general and non-patient specific (this isn’t a case story, as above, but more of a description of the results that are possible, with reviews to prove it).
Leveraging your reviews like this can be a great way to create a popular blog post and create effective marketing all at once. Remember: you work hard for every positive review you receive and your future patients deserve to hear about what’s possible.
Having trouble getting patients to leave you reviews at all? Consider improving your patient review rates by adding ReviewMe to your website for the easiest way for patients to leave you a review on the most popular websites. Click here to learn more or simply contact us to take advantage of this today.

A person holds a phone with customer reviews on it

Enhance Your Content Marketing with Patient Reviews

Online reviews are quickly becoming the leading form of word-of-mouth marketing for businesses of all types, and surveys continue to reveal their rising appeal. With 85% of respondents admitting to trusting online reviews as much as recommendations from friends, it’s worth your time to maximize the benefit of any and all positive reviews your business receives. After all, getting patients to leave you a positive review online takes a lot of hard work, and you deserve to share the good news.
One way to extend the reach of a great review is to highlight it in a blog post on your website. This content can then be shared on your social networks and also in your email newsletters. These posts can also include helpful information within the content itself, while also incorporating favorable reviews to encourage readers to seek your help if they’re suffering from hearing concerns as well.
Consider the three article formats below to showcase your happy patients and encourage others to join their ranks:
Patient Stories
There will be times when patients are so thoroughly satisfied with their results that they give generous reviews about their experience with you. These reviews present an opportunity to highlight the journey each patient took from experiencing a hearing concern to delighting in exceptional results. You will certainly need patient consent to share their story, and you should obtain this consent in writing before and after your blog has been written (but prior to publishing it). Usually, patients who are this thrilled with their results are happy to allow you to spread the good news further. If he or she would prefer to remain anonymous, the review would need to be left by “anonymous” on whatever website it was published on (which is not always possible) and a pseudonym should be used for the story itself.
These kinds of relatable posts tend to be the most popular kind, so spend some time laying out all of the details of your patient’s situation before coming to see you. You want your readers to be able to relate to the symptoms and their effect on your patient’s life. Once you paint a clear picture of his or her struggle, then go into the details about the relief your patient experienced through your thorough and welcoming care. Be sure to express the patient’s experience throughout this entire journey – one of limitation and frustration to a place of unexpected clarity and renewed connection, for example. Readers want to relate to this patient’s emotional state, as many of them will likely have some or all of the symptoms described.
As for the review, you can either quote it in the beginning or end of the review, depending on how you want to introduce this case story. It’s also important to express gratitude for the patient taking the time to leave a review and being willing to share his or her story.
Common Misconceptions
An easy way to highlight a group of positive reviews is to use them to shed light on frequent questions or misunderstandings about hearing treatments and the like. By selecting a few reviews that touch on common misconceptions such as, “hearing evaluations are lengthy and unnecessary,” or “I don’t actually need hearing aids anyhow,” you can directly address these pervasive beliefs with successful patient testimonies.
Don’t worry about having the perfect review to match to a given misconception, but do use discretion on how you describe a patient’s situation. Unless you receive explicit consent (in writing) from the reviewer to describe their case in more detail, you should just stick to the details shared by the patient in the review itself. The main idea here is to simply expand on what struggles people overcome in general by visiting your office.
Outline of Results
Take advantage of a handful of positive reviews by highlighting the successful results they represent in your patients’ lives. You could do this “spotlight on results” type of post as a longer article looking at a few different reviews at once, or as a series of shorter posts focused on one result/review at a time. The latter will offer a more focused appreciation of each reviewer (and indirectly encourage more reviews from current patients), and the former will give a strong dose of persuasive information about your services in one article.
The nature of your posts will be determined by the reviews you’re choosing to highlight, but ideally will center around the most common results your patients are seeking: improved hearing, better ability to navigate important listening situations (e.g. work, family, etc), tinnitus relief, and so forth.
When designing your approach for a results-oriented post like this, be sure to thoroughly describe the problem seeking to be solved. Instead of just describing a patient who couldn’t hear well in meetings, go into the frustrations that can present to really allow your readers a chance to relate to the patient at hand. Avoid imposing that reality onto your actual patient who left the review (unless it’s clearly stated as such ), and just keep your analysis general and non-patient specific (this isn’t a case story, as above, but more of a description of the results that are possible, with reviews to prove it).
Leveraging your reviews like this can be a great way to create a popular blog post and create effective marketing all at once. Remember: you work hard for every positive review you receive and your future patients deserve to hear about what’s possible.
Having trouble getting patients to leave you reviews at all? Consider improving your patient review rates by adding ReviewMe to your website for the easiest way for patients to leave you a review on the most popular websites. Click here to learn more or simply contact us to take advantage of this today.

Hearing Professional Interviews New Patient

Top Digital Strategies for Impressive Patient Retention

Getting new patients through your doors takes hard work, time, creativity and yes—money. In fact, the average cost per acquisition (CPA) for the hearing industry falls between $256 and $450 per new patient, depending on practice location. Given the amount of resources that go into growing your patient base, it’s easy to see why the art of keeping those patients within your practice is worth mastering.
Patient retention isn’t an exact science, but the tried and true methods of providing exceptional service, prompt communication, and small gestures that show just how much you care will always be its foundation. Additional considerations like having flexible office hours, convenient parking or public transit options, and stocking your waiting room with amenities like coffee and snacks will also remain effective strategies for getting patients to continually choose your office for their hearing healthcare needs.
Beyond these time-tested methods lies an evolving world of options and features made possible by digital technology and the Internet. And let’s face it: everyone is going on the Internet these days. It’s important that your practice stays abreast of the new expectations your patients are developing for convenience and perceived value as a result of these recent advancements. It’s no secret that the hearing industry is a saturated one and using digital technology to bolster your offerings can quickly put you ahead of the competition. Let’s explore your options:
Get a Modern Website
These days, having a business without having a website is nearly the same as deciding not to put a sign on your storefront. Your website, in fact, is your storefront—for the largest marketplace in human history: the Internet. But having a website “that works” isn’t quite enough when considering patient retention. People have an unprecedented ability to evaluate businesses and the people who run them with a few strokes on a keyboard.
Your website needs to be designed in a way that speaks to the modern level of care your practice provides. It doesn’t need complicated bells and whistles, but it does need to share the most important information about what you do in an intuitive and easy-to-navigate format. If patients have a hard time getting information about your repair services, for instance, and decide to read about it on a competitor’s website instead of calling your office to find out more, well, you may have just let one fly the flock, as they say.
Make Seeing You a Breeze
It’s important to prioritize your appointment system as a key element of your patient retention strategy. The best solutions offer online appointment setting (synced to your calendar) with automatic email confirmations and reminders. These backend software solutions can get pricey, however, so the next best option would be to offer online appointment requests as a simple form on your website that are then responded to by your front desk staff. Making your office’s phone number easy to find on your website and any marketing materials is also important. The idea here is that every patient who wants to get in to see you is able to do so without having to “follow-up” on any email, inquiry, or call that somehow wasn’t returned. Otherwise, that patient might not return, either.
Gather All Information Upfront
Many practices overlook the importance of their patients’ basic contact information on their initial intake form. Just asking for one phone number, for instance, is a mistake. When patients move, change phone numbers, or switch to a new email address, you want to be sure you’ve gained enough contact information to stay connected. And the best way to ensure that your intake forms are filled out completely is to offer them online.
Patients filling out forms online are less likely to skip areas because of the ability to make fields “required” and the convenience of auto-generated information stored by people’s browsers. Perhaps you’ve experienced this when entering your own payment or contact information online, where you’ve encountered the convenient option to simply select which information you want to add from a drop-down list of your own details. Patients who are not as comfortable with filling out paperwork online can easily have the option of downloading and printing your forms, or simply filling them out in office as usual. These days, it’s all about having options.
Be Easy to Find
To keep your patients, you want them to be able to reach you anytime they need your help. Being easily found online today is like being easily found in the phonebooks of yesteryear. There are many successful strategies to ensure your website isn’t invisible online (and we discuss many of them here and here), but you also need to consider directories where patients might look for your business information.
Popular online directories like Google MyBusiness listings, Bing’s business directory, Yelp, and others like these are important places for your business to be accurately listed. Ensuring your information is up to date on all of these directories can feel like a tedious process, but it’s well worth it in the end. The most thorough practices will endeavor to get listed in the nearly 100 directories online, and the savviest ones will consider this tool we created to make that process much easier.
Stay Connected
It’s said that “content is the new currency” and, in the Age of Information, this comes as no surprise. People are consuming information online at unprecedented rates. Sharing useful content, in the format of a monthly newsletter, for instance, keeps you connected to your patient base while providing something of value at the same time. The main goal for anything you send to your patients is for it to be opened at all, and having a helpful article about something you know is important to them (such as, “How to Get the Most Life Out of Your Hearing Aid Batteries”) can be an easy way to invite strong engagement. What’s more, you can easily translate any content you put in a private email newsletter onto your website’s blog—an excellent way to promote your knowledge to a broader audience and boost your website’s visibility online.
Establish Your Value
In addition to providing valuable content on a regular basis to your patients, it’s also wise to remind them of your value as a hearing healthcare provider. An easy way to do this is to highlight any patients who have given you an online review or submitted a testimonial for your practice. By expressing your gratitude for these reviews, it promotes other patients to take the time to write an online review for you and it also reminds them of why they chose you in the first place. Fear not, this doesn’t have to feel like gloating. Simply noting any stand-out or new reviews at the bottom of your newsletters will do the trick.
Be Swift with Damage Control
Even the best practices deal with the occasional negative review or unhappy patient. The difference is, they have proactive strategies for handling them. As part of your patient retention strategy, as well as your digital marketing efforts, it’s imperative that you have a review management plan. We’ve discussed the details of this before, but can sum it up like this: encourage new patients to leave you a review and monitor online review sites well to respond quickly to any negative reviews that might arise.
The truth is, an unhappy patient doesn’t have to mean the end of your relationship with him or her. By patiently listening to any complaints and responding with words and actions that reflect your interest in their satisfaction, many issues can be happily resolved. The main goal is to deal with these conflicts head-on and quickly. Negative reviews without a response from the business owner have a much stronger effect on reputation than reviews that have been properly addressed.
Be Proactive
The best customer service is done preemptively. When you can anticipate your patients’ needs before they express them, your knowledge, sensitivity, and patient-centered approach will be rewarded with strong loyalty. Beyond using this approach in your appointments, it’s wise to bring it into an automated email campaign as well. Setting up your appointment system to send automatic fitting, maintenance, and check-up reminders is an incredibly helpful approach to patient retention. Any other personalized emails that highlight your office’s attention to detail are also useful, such as an email or digital card wishing them a happy birthday. These types of messages can be automated with the right system, or take a few extra minutes of your staff’s time to send off. The difference between you and a local competitor may very well be in details like these.
Track Your Results
This may be the most important piece of any successful patient retention strategy, since only by tracking your results can you know what is and isn’t working for your practice. As you decide which methods your practice can implement to improve your patients’ experience in your office, you should immediately set up a way to easily track the metrics of your efforts.
This doesn’t have to be difficult: simply noting your monthly revenue would be a good start. Of course, you could get as detailed as you want here, tracking everything from how many new patients return for their follow-up visits to the open rate on your monthly email newsletters. To get the clearest sense of what aspects of your practice are most appreciated by your patients, you could also send out an online patient questionnaire to get direct feedback from them. Either way, make it a point to document what tactics are worth your time and to let go of those that aren’t.
 
It’s easy to think that offering great service is enough to keep your practice growing and succeeding. After all, why wouldn’t patients want to stick with what works? But choosing (and continuing with) a healthcare provider is more complex than ever now that patients have direct access to abundant information online for each provider, by way of reviews, biographies, and any published content. Luckily, the digital realm offers a new set of tools for providers, too. Tools that can help you engage with patients—prospective and current ones alike—in ways that create value for you and them.
The time is now to brush up on how your practice can thrive with these digital strategies. Learn more about how to do this on your own, or feel free to contact us directly if you’d like a professional assessment of your practice’s digital strategy.

Person typing on their laptop

What a Monthly Newsletter Can Do for Your Practice

The growth potential of your hearing practice ultimately boils down to two metrics: your patient retention rate and your new patient accrual rate. Both figures represent large swaths of related details, but stand alone as strong indicators of how your business is faring overall.
Taking advantage of what digital marketing can do for your practice’s growth and success often means focusing on improving the latter of these two metrics—that is, helping you to attract more new patients through your website and other online listings. But digital marketing is vast. It also includes more subtle branches that not only help increase your visibility online, but also serve to nurture patients that have already chosen you as their hearing healthcare provider.
Email marketing is one of these branches and is a reliable, time-tested means of connecting with your current patient base, as well as reaching new ones. Don’t be fooled by its namesake either—email marketing often doesn’t seem like marketing at all. Monthly email newsletters sent out to your current email list of patients, for instance, would fall under the category of email marketing even if they’re just updates about the current news or happenings at your practice.
When approached this way, your email content is referred to as indirect marketing, as there isn’t any focused pitch or offer being made in the newsletter—it’s just informative content. It does, however, still promote your practice simply by reminding people of your services. Direct marketing can play a role in these emails as well, and as we’ll see, both routes are useful for building an abundant stream of patients to your office.
The benefits of connecting with your patient base through email are significant:

  • It’s easy and efficient (no printing, stuffing, or stamping)
  • There are plenty of free and inexpensive email services to make it cost-effective
  • It’s wide-reaching with nearly everyone using email to communicate (including 95% of baby boomers)
  • It lends a personal touch to your practice’s image

The last benefit—of adding a personal appeal to your brand—is worth highlighting. The hearing healthcare marketplace is a crowded one, and standing out often requires developing a rapport or relationship with your patients. While you certainly get the chance to begin that important process while rendering your services, email marketing gives you an easy opportunity to continue nurturing that connection long after they’ve left your office.
This becomes especially true when you focus your emails on providing valuable information to your readers. Including a brief article on a topic that’s commonly asked about is an easy way to create value in your emails. It not only increases the odds that your emails will be read instead of deleted, but it also reinforces the helpful and knowledgeable image of your practice, and—most importantly—keeps you top of mind for your patients.
This is why you want your email newsletters to go out in regular intervals. Keeping your business in the forefront of your patients’ minds is how email marketing organically translates into new patient inquiries. Simply put—your patients will be more likely to recommend your services to their networks when your name, value, and the impression you made on them in person is reinforced by a simple “hello” via email. The most common interval for business newsletters is a month. Monthly emails seem to strike the elusive balance of emailing your list “just enough” to keep them engaged and remembering you, but not so much that they unsubscribe or ignore your emails.
With regards to the type of content you send out, you have the option of making your emails entirely devoted to delivering valuable information, adding in personal details about your office to give it a more personal appeal (i.e. sharing when a staff member is getting married, or if a new member is added to the team, etc), or promoting various deals, offers, or new product selections.
A well-rounded email newsletter often contains all three. Promotions, or other direct marketing elements, don’t have to be in every email—but if you have an offer that never expires, such as a patient referral incentive, you may want to highlight it each time as a reminder. The general rule is to always provide strong value (aka helpful content) alongside any sales pitches or offers. The content you choose to include in each newsletter will set the tone for what your readers expect from you in general, and it’s wise to prove that your emails are worth opening for their educational or personal value alone, even if readers aren’t interested in any discounts or offers you might include.
Beyond sending these newsletters out to your existing patient base, you should also consider building an email list of potential patients. The most obvious source for this is your website, where a simple newsletter sign-up form can capture the emails of anyone interested in receiving news, discounts, and helpful information from your practice. You can also invite prospective patients who email or call inquiring about your practice to sign up. To reach out to your current patients’ networks, you can even create incentives for them to invite friends and family to simply sign up for your newsletter as an easy introduction to your services and special offers. To take your email list growth a step further, you could create an especially helpful piece of content, like a detailed article or video series, and allow access to it only upon receiving the name and email of those interested (commonly referred to as gated content).
Regardless of how you decide to create your email list, be it from current patients only or the active pursuit of potential ones as well, it’s important to keep your email marketing mindset as “content first.” When readers see you provide consistent value through your free email newsletters each month, they’re bound to consider that your paid services are even more impressive.
Any chance you seize to reveal your knowledgeable, personable, and trustworthy qualities, the better off your practice (and brand) will be. Let email newsletters be a monthly reminder of the quality care you provide.