Customer Service, Operations, Strategy
Patient testimonials and reviews can help build and solidify your name:
Healthcare providers must always find ways to attract new patients. That is the only way to grow and become a thriving health care organization. This is true for a single provider or a large practice. The way people shop for services is directly through online searches and reading reviews and testimonials. That being said, it is critical that providers have a vibrant and engaging online presence. Testimonials, which typically are seen on the provider’s website, and reviews, which may be seen on sites like Yelp or Google go a very long way to building and solidifying a name.
Easy access:
Your expertise, care, and client-centered service should speak for itself. In other words, make it easy for a patient to leave a review or testimonial. Happy customers or patients are generally excited to share how great their experience was. Provide easy to use tools and technology to help somebody leave a review. Send them a link or text at the end of a visit. The less work somebody has to do, the more likely they will help.
Providers may want to thank people for leaving a review or testimonial with some kind of reward, such as a gift card. Stay away from this type of practice. In addition, stay away from offering patients’ entries into raffles or discounts on current or future services. The Federal Trade Commission has guidelines that prohibit this type of reward system. To sum it up, the FTC wants there to be a disclosure next to the review that some kind of reward was given in exchange for the review. That may not be the case, but that is how the guidelines are currently constructed. Providers don’t want that that disclosure, nor do they want to be in violation of any rules. There is no guarantee that the FTC would ever learn about or investigate a practice, but you never want to take any chances.
In addition to the FTC, the government prohibits any type of activity that resembles a “kickback”. A kickback refers to any type of payment or reward in exchange for a referral. Although the spirit of the law is to prevent doctors from paying other doctors for referrals, it still applies when it comes to paying for a review or testimonial. The bottom line is to remain ethical and law-abiding to avoid any problems. Stay away from directly rewarding patients for individual reviews, testimonials, or referrals.
What can providers do to show appreciation?
Providers do appreciate any help in acquiring new patients and should express that gratitude. Showing appreciation also reinforces the referral behavior. Here are two things that can be done legally and ethically.
- Send a thank you note any time an online testimonial, review or other referral is given. Although there isn’t a monetary prize given, it shows consideration and recognizes that the provider is appreciative.
- Keep track of who writes reviews and who makes referrals. One time per year, send a thank you note along with a gift card. The card can read something like this, ‘ We appreciate your confidence in our services, and allowing us to continue to grow.’ This one time per year gift can be given because it encompasses a concept, not a reward for a specific thing. In other words, there is no direct link between that gift card and a single referral or testimonial.
To wrap it up:
While providers should not directly ask or reward an online testimonial or review, it is important to have easy ways for patients to leave them. Positive reviews and testimonials will increase online traffic and ultimately lead to new patients. A provider’s name and reputation are the most important thing that they have. Future patients should have every opportunity to read about how great a provider is.