The Magic of Word of Mouth Referrals
When faced with a dizzying array of marketing options including direct mail, traditional and digital advertising as well as social media, it is important to consider that the best results often come from the oldest form of advertising: word of mouth. And as a medical practice, word of mouth is about conveying patient experiences in clear and engaging ways that resonate with potential new patients.
Patient stories can have a real and very positive impact on any medical practice, particularly with people who find themselves in similar situations. According to Pew Research as much as 60 percent of adults rely on information from friends and family for making healthcare decisions. Additionally, 24 percent of adults turn to others who have the same health condition for information, and 25 percent of adults overall have read someone else’s description about a health or medical issues in an online news group, website or blog. When patients have positive stories to share about a practice, it can act as a catalyst for people who may be considering scheduling an appointment.
The effect of positive narratives and comments coming from current patients is immeasurable and can have significant effects on a practice. Many times, this type of positive word of mouth coming from an objective person is just what a new patient needs in order to choose a physician, healthcare provider or practice. Word of mouth referrals can come from online reviews, comments from social media posts, search engine ratings, written testimonials and articles describing patient experiences.
The power of patient testimonials
Even though patient ratings can be somewhat unpredictable, the vast majority of practices can tip the balance in their favor by encouraging patient reviews at the time of an appointment. Most practices who make this effort have overall positive reviews. JB Communication’s unique Reputation Marketing service makes it possible for physician’s staff to quickly and easily collect reviews from patients at the time of an appointment. These reviews are then passed along to be posted to a review feed dedicated to the practice website
Another way to enhance a practice’s reputation is through sharing authentic patient testimonials. By collecting patient endorsements in this way, a physician has the opportunity to share patient experiences and outcomes with potential new patients, while illustrating the life changing effects of their skills and services. If a patient is very satisfied with their experience and the outcome of the treatment, more often than not they are happy to write up a testimonial for that physician and practice. With a patient’s permission, it can also be beneficial to use comments from testimonials throughout the practice website and on all forms of marketing materials.
In an ever-changing healthcare landscape, it is more important than ever to diligently and thoughtfully market your practice and services. With the use of ‘word of mouth’, shared patient experiences through testimonials and patient stories, your practice can have the opportunity to make a positive impact in the local community.
From email marketing to video production and social media management to profile implementation and image management, JB Communications has you covered. Follow the link below to discover how we can help with all aspects of medical marketing. Check out our website at jbadvertising.com or call (707) 495-3606.
