Notes Will Be Provided

Transcription

1 Developing a Reputa/on Management Strategy Eric D. Garcia, IT & Digital Marke8ng Consultant ì About Eric Garcia Business Management Team at Large Prac8ce in Tampa, FL Former VP of Veterinary Exclusive Web Marke8ng Firm IT & Web Marke8ng Consultant Founder of Simply Done Tech Solu8ons VetPartners Member Consultant Interna8onal Speaker: USA, Canada, Europe, Turkey, Thailand, Philippines [2015] Author of 15 Chapters in the Newly Revised 5- Minute Veterinary Prac/ce Management Consult on Technology and Web Marke8ng Notes Will Be Provided 1

2 What is the Leading Search Engine? Word of Mouth Top Referral Source 2

3 The UNDERUSED Marketing Tool Veterinarian in Sea+le Where Would YOU Go? All veterinarians in the same community & Google search Case Example Jan 23, 2015: I was just taking a minute to update you. We've seen a huge spike in new clients. I'm ecsta8c with the increase in new clients. I had no idea it would be so significant. I figured one or two a month, but we're seeing 2-4 extra per week. It's definitely obvious the new website impresses people more. I also having good reviews is making a huge difference as well. I think it makes people skip the old bad reviews because they see new good reviews. 3

4 The Simply Done 5 Step Approach Simplifying The Management of Your Online Reputa8on Step One: Claim Your Online Listings Claim your online lis8ng with Google, Bing, Yahoo/Yelp ì Search for your business on Google, Bing, and Yahoo/Yelp ì Click on Is This Your Business or Claim Your Lis8ng ì Verify by automated phone call or postcard Merchant Centric Listing Management Tool 4

5 Merchant Centric Step Two: Brand Your Google+ Listing Step Three: Monitor Reviews Save all of your online lis8ng websites in a favorites folder in your browser Monitor 1-2 8mes weekly 5

6 Step Three: Monitor Reviews Free ì MerchantCentric.com (Paid but WELL worth it) ì Google.com/Alerts UPDATE How Google Alerts work ì ì You type in search queries (i.e. name of your prac8ce, owner and associates) When informa8on matching any of the terms in your search queries is posted online you will immediately be no8fied by Merchant Centric 6

7 Step Four: Engage with Reviews Extension of your customer service efforts The average veterinary prac8ce receives 1 review a month on the largest search engine Google Reply to Posi8ve Reviews ì Thank you for your kind review! We appreciate you as one of our most valued clients. ì Call and thank the client ì Send Thank You card Google Review Fact Reviews on Google are important to your business Google takes on over 65% of the search engine market share ì Bing & Yahoo take on 13% of all searches Google reviews can no longer be lek as A Google User Only reviews by Google users can be lek on Google Non- Google reviews are not syndicated directly on Google 7

8 Step Five: Solicit Positive Reviews What are you currently doing? Step Five: Solicit Positive Reviews At checkout the recep8on team should ask visibly happy clients if they would mind leaving the prac8ce a review. Sample script: "Mr. Garcia, we appreciate you as a client. Would you mind leaving us a review online? We want happy clients like you to be able to find us online easily.". If client says, yes. "Thank you! May I have your address so I can send you a friendly reminder at the end of the week. Collect addresses and at the end of the week (or during any down 8me) send a mass by placing each collected address in the BCC sec8on of a new . Copy and paste the template and send. Template Dear Valued Client, We really appreciate you trus8ng us with your pet s veterinary care! As a small business we need as much help as we can get to help us with our online presence. Would you mind giving us a review on Google? It really helps happy clients like you to find us. To do so, you just need to go to this link and click on the Write Review bupon: Insert Google LisFng Link Here You will probably find this site really helpful when pos8ng a Google review: Click Here We greatly appreciate your willingness to leave us a review online! We look forward to serving you in the future with your pet s health needs. Warm Regards, The Doctors and Staff of Simply Done Vet Clinic 8

9 Solicit Reviews Smart Survey System Recommenda8on ì Vsmart (A.C.T.) ì Vetstreet (via Reputa8on Engagement) ì IDEXX (via Petly) Posi8ve Survey Results ì Asks clients to leave reviews on Google, Yelp, Facebook, etc. Nega8ve Survey Results ì Pushed to a custom closing message Other Op8ons ì SurveyMonkey.com Vetstreet 9

10 10

11 Vsmart Team Meeting Why client s are important Discuss importance of online reviews Review smart survey system Review effec8ve ways to ask clients for reviews Yelp Reviews Rarely recommend adver8sing ì ì Does not rank in top 10 of places where people search for businesses No ROI for most my prac8ces Having an ad with Yelp does not change anything 11

12 Yelp Reviews Displayed Reviews ì User profile ì User ac8vity ì User compliance Hidden Reviews ì Lack complete profile ì Lack ac8vity ì Violate terms & condi8ons Yelp Facebook Reviews 12

13 Positive Facebook Reviews Comment back Provide a personalized response Send a Thank You card or call and thank the client Facebook Page Moderation Negative Reviews STOP Do NOT respond right away! Review the comment. CONTACT THE PERSON Pull a medical record and pick up the phone. Sample Reply: We apologize about your experience. We have not been able to reach you by telephone. We would like to make this situa<on right with you. Please call our medical director directly at (813) Sample Reply: We apologize about your experience. Due to client/pa<ent confiden<ality laws we are unable to discuss this medical case in a public forum. We highly encourage you contact us to discuss this case on a one on one basis with our medical director. We would like to review your pets medical record and review this case in further detail. Our medical director can be reached at (813) FIND OUT WHAT WENT WRONG Discuss with the appropriate departments. Ask yourself can you learn from this? 13

14 Your Turn! Claim your online lis8ngs ì Google ì Bing ì Yelp (links to Yahoo) Setup alerts ì Merchant Centric Solicit a minimum of 3 new reviews from clients on Google or Yelp Reply back to all posi8ve & nega8ve reviews THANK YOU! Resources: Subscribe: Subscribe to my NEW! newsleper Follow me on Facebook: facebook.com/ericgarciafl Check me out on 14