Many dentists do not realize the tremendous power of online testimonials in bringing in new patients. Yet according to poll data, a whopping 92% of prospective patients claim to read them, and 67% admit to being influenced by them. Here is what you should know about using online testimonials to promote your dental practice.
Google Visibility: The Google algorithm is built to showcase the most authoritative and relevant websites in Google search. Online testimonials, particularly on multiple sites, assure Google that yours is a legitimate practice with high social proof.
Promotion: Research shows that patients tend to stay longer on websites they trust, especially if there are videos to watch. They are also more likely to actually visit the practice whose website caught their attention. Ask your satisfied patients to record a video testimonial, and you have the seeds of a tremendous promotional campaign.
Trust: Patient testimonials are a powerful way to build trust with both your current patients and your prospects. In fact, your current patients may be more likely to recommend you to their friends and family members when they see that their positive impressions of you are shared by others.
Reputation and Brand Awareness: Every time someone sees your practice reflected in a positive light, it makes an impression. The more testimonials you have, the more power you have to build your reputation and, ultimately your brand. This translates into more patients, more repeat visits, and more positive word of mouth throughout your community.
Insight: You can glean a great deal of information from what your patients say, and don’t say, in their testimonials. Use this opportunity to learn, and you will improve your overall patient experience.
Savvy dentists will incorporate all three basic types of testimonials into their online marketing.
Written with a Single Photo: This is still the most common type of testimonial. An eye-catching photo of the patient is used, along with a few sentences about his or her experience.
Before and After Photos: Many patients are reluctant to share their “before” photos with the world, but if you have a few who are willing, these testimonials can be extremely powerful. A written account of the patient’s process accompanies two or more photos documenting the journey.
Videos: A video testimonial should be no longer than one minute, and it must be tightly edited. People enjoy watching their peers talk about their experiences, so don’t be shy in asking for volunteers. Choose patients who are articulate, present well on camera, and are not prone to rambling.
Although a testimonial must be presented in the patient’s own words, many patients do not know how to go about describing their experiences. Asking open-ended questions helps the patient frame his journey and build an authentic, but well-presented, narrative. Here are a few possible questions:
- What, if anything, nearly prevented you from choosing this practice?
- What made you decide to choose us?
- What was your favorite part of your experience at our office?
- What are the top three benefits that our office provides?
- Briefly describe your journey with our practice from your first appointment through your most recent visit.
- Would you recommend us to your friends and family and, if so, why?
- Is there anything you wish someone had told you about our practice before you started treatment here?
These questions will not only help your patients articulate their experiences, but they also provide insights into what your patients value most. In turn, you can focus your marketing efforts on the things that are most important to the highest number of patients, drawing in prospects who value those same features.
Ascent Dental Solutions is a full-service agency dedicated to helping dentists build their practices and map out their careers. It is the brainchild of Dr. Kevin Coughlin, who earned his doctorate at Tufts University School of Dental Medicine and currently serves as a faculty member there. While Dr. Coughlin continues to practice dentistry as the principal owner of the 14-location Baystate Dental PC, he has a strong passion for helping fellow dentists maximize their success. If you are interested in learning how to take your dental practice to the next level, please contact Ascent Dental Solutions today at (800) 983-4126 to learn how Dr. Coughlin can help.
And he knows that once you “get it right,” it’s not a great leap to replicate that success over and over again.
Today, in addition to his work as an actual dentist, Dr. Coughlin coaches, consults and speaks to dentists across the country on how to build the practice of their dreams – based on proven processes and procedures.
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