[et_pb_section fb_built=”1″ admin_label=”Post Section1″ _builder_version=”4.16″ _module_preset=”default” custom_margin=”0px||0px||false|false” custom_padding=”0px||0px||false|false” locked=”off” collapsed=”off” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_row column_structure=”2_5,3_5″ use_custom_gutter=”on” gutter_width=”1″ module_class=”experience-bg-img-row” _builder_version=”4.16″ _module_preset=”default” positioning=”absolute” position_origin_a=”center_right” position_origin_a_tablet=”center_right” position_origin_a_phone=”center_right” position_origin_a_last_edited=”on|tablet” position_origin_f_tablet=”” position_origin_f_phone=”” position_origin_f_last_edited=”on|tablet” position_origin_r_tablet=”” position_origin_r_phone=”” position_origin_r_last_edited=”on|tablet” width=”100%” max_width=”100%” custom_margin=”-1px||0px||false|false” custom_padding=”0px||0px||false|false” positioning_tablet=”none” positioning_phone=”none” positioning_last_edited=”on|tablet” custom_css_main_element=”height: 100%” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_column type=”2_5″ _builder_version=”4.16″ _module_preset=”default” global_colors_info=”{}” theme_builder_area=”post_content”][\/et_pb_column][et_pb_column type=”3_5″ _builder_version=”4.16″ _module_preset=”default” background_enable_image=”off” custom_css_main_element=”height: 100%;” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_image src=”@ET-DC@eyJkeW5hbWljIjp0cnVlLCJjb250ZW50IjoicG9zdF9mZWF0dXJlZF9pbWFnZSIsInNldHRpbmdzIjp7fX0=@” title_text=”experience-right-image” module_class=”height-full-object” _builder_version=”4.16″ _dynamic_attributes=”src” _module_preset=”default” custom_css_main_element=”height: calc(100% + 1px);” global_colors_info=”{}” theme_builder_area=”post_content”][\/et_pb_image][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_2,1_2″ use_custom_gutter=”on” gutter_width=”1″ module_class=”experience-row1″ _builder_version=”4.17.3″ _module_preset=”default” width=”100%” width_tablet=”100%” width_phone=”100%” width_last_edited=”on|desktop” min_height=”600px” custom_margin=”0px||||false|false” custom_padding=”0px||0px||false|false” custom_css_main_element=”position: relative;||z-index: 9;” global_colors_info=”{}” theme_builder_area=”post_content”][et_pb_column type=”1_2″ _builder_version=”4.16″ _module_preset=”default” background_color=”#FFFFFF” custom_padding=”70px|95px|70px|95px|true|true” custom_padding_tablet=”30px|30px|30px|30px|true|true” custom_padding_phone=”30px|30px|30px|30px|true|true” custom_padding_last_edited=”on|tablet” custom_css_main_element=”margin-top: -37px;||margin-bottom: -150px;||width: 45% !important;” box_shadow_style=”preset1″ box_shadow_color=”rgba(0,0,0,0.1)” global_colors_info=”{}” custom_css_main_element_last_edited=”on|tablet” custom_css_main_element_tablet=”margin-top: 0px;||margin-bottom: 0px;||width: 100% !important;” custom_css_main_element_phone=”margin-top: 0px;||margin-bottom: 0px;” theme_builder_area=”post_content”][et_pb_text _builder_version=”4.17.3″ _module_preset=”default” text_font=”|300|||||||” global_colors_info=”{}” theme_builder_area=”post_content”]The Canadian healthcare industry is an interesting one, since patients are essentially entrusting their health and lives to their providers. That’s why it’s so important to ensure that those hands are good ones. When you’re looking for the best hospital, clinic, or healthcare provider, it can be a daunting process. With so many options to consider, it’s hard to know which one will be the best match.<\/p>\n
We highly recommend using testimonials to reach out to prospective patients, clients, and employees because they are an efficient and reliable way of communicating the value you offer.<\/p>\n
“We all need people who will give us feedback. That\u2019s how we improve.\u201d<\/p>\n
-Bill Gates<\/p><\/blockquote>\n
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Like all forms of feedback, patient testimonials are a great tool to improve patient engagement. The help by:<\/p>\n
\n
- Reaching patients<\/strong> in the community with messages related to healthcare without making it sound like a cheesy sales pitch<\/li>\n
- Explaining complex medical terms<\/strong> and conditions in laymen terms. Because they are presented in the patient\u2019s own words, they are likely to be understood by others who are going through the same problem. Feedback from individuals may be perceived as anecdotal, but the insight obtained through real-life examples, without overwhelming medical jargon, has proven to be very effective in reaching wider audiences.<\/li>\n
- Establishing a connection:<\/strong> Potential patients looking for treatment options feel a kinship with those who have suffered through the symptoms of the same medical conditions and trust their experience as patients, as opposed to clinical assurances from a medical team, spouting data and numbers.<\/li>\n
- Helping providers improve the quality of care<\/strong> after identifying gaps in processes.<\/li>\n
- Increasing patient satisfaction<\/strong> to ultimately drive revenues.<\/li>\n<\/ol>\n
1. Feedback collection: How can testimonials be gathered?<\/h2>\n
Data shows that 76% of consumers<\/a> who are asked to leave a review go on to give one. It is therefore useful for an HCO to:<\/p>\n
\n
- Establish a feedback loop, creating surveys for collection of data manually after appointments, on discharge, or through emails.<\/li>\n
- Create online accounts on Google My Business, doctor review sites like Yelp and Vitals as well as on social media platforms, where many can share their experiences.<\/li>\n
- Requests for audio and video testimonials, as a variation in content, engages wider audiences.<\/li>\n<\/ol>\n
Understand the limits of testimonials, being careful not to overstep patient privacy regulations, as per HIPAA guidelines in the United States<\/a> or the PIPEDA guidelines in Canada<\/a>. Patient consent<\/a> or authorization should be procured before sharing testimonials online, through websites or social media accounts, as well as other marketing material.<\/p>\n
2. Perfect placement: Where should the patient testimonials be displayed?<\/h2>\n
Health care organizations are witnessing the need for establishing their online presence. Surveys show that 74.6% of people have turned to the internet to find out about a doctor, a dentist, or medical care, which means that healthcare organizations with a minimal or negligible presence online, are missing out on potential patient foot fall. [ are missing out on potential opportunities to engage with new patients]<\/p>\n
Along with showcasing their services through websites and patient portals, displaying comments also helps to improve visibility \u2013 such as on-site, showcasing success stories on digital signage.<\/p>\n
Testimonials on social media<\/h3>\n
For healthcare organizations, social media channels like Instagram, Facebook, YouTube, etc, builds on their engagement and marketing to potential patients, employees, physicians, or donors. Displaying reviews on these platforms helps to establish social proof<\/a>. Users and followers have access to the thoughts and feelings of patients, caregivers, and family members as they experienced the services firsthand. These are ideal recommendations, which can be used to generate more traffic to websites.<\/p>\n
\n“The internet wields a tremendous influence over people\u2019s choices in all areas of their lives. Healthcare professionals must carefully curate their online image with the same thoughtfulness and intentionality as their bedside manner or office decor.\u201d<\/p>\n
-Todd William.
Founder, and CEO, Reputation Rhino<\/a><\/p>\n<\/blockquote>\nTestimonials on websites<\/h3>\n
Displaying patient testimonials on a website\u2019s landing page, creating testimonial tabs or banners are effective ways to grab visitors\u2019 attention. It also gives the website legitimacy and builds patient trust. Research conducted by Software Advice<\/a> in 2020 revealed that almost (71%) of surveyed patients use online reviews<\/a> as the very first step to finding a new doctor, indicating that online reputation is often the first impression a healthcare provider makes on potential patients.<\/p>\n
Search engines<\/a> show a preference for websites that have fresh testimonials, as they signify ever-changing relevant content that indicates potential patients are interacting with the website and therefore the brand. This kind of authentic, user-generated content scores points with search engines while creating engaging conversations with patients online.
This kind of Search Engine Optimization (SEO) is valued and preferred, which means that reviews are often the first impression a patient will get of a medical provider while conducting a search online.<\/p>\n\nIt shows that search engines are not only listening to what the brand says about itself \u2026 they are also playing close attention to what the public says about the brand.<\/p>\n<\/blockquote>\n
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3. The dreaded bad review: Does negative feedback affect search engine rankings?<\/h2>\n
Search engines take an overall view of a website or service, and a variation of performance reviews indicates organic traffic. Instead of ignoring or brushing off bad online reviews, answering them acknowledges patients for their effort and willingness to connect with the HCO. This may explain why 45% of consumers<\/a> say that they are more likely to visit a business that responds to their negative reviews. Google knows no one is perfect, and that even the best sites can get bad reviews! It\u2019s how those reviews are handled and resolved that will make a difference in patient perception in the long run.<\/p>\n
\n“When healthcare practices address a patient\u2019s negative feedback, patient satisfaction doubles.\u201d<\/p>\n