How to obtain positive reviews in the medical industry?

In every industry, customer opinions are an important element in building a positive image. The medical industry is no different, as we often choose a doctor based on recommendations or by reading online reviews. Studies show that as many as 81% of patients rely on online reviews¹. Positive reviews increase the chances of acquiring new customers. After all, no one will go to a doctor who has no mention on znanylekarz.pl or to a clinic with a poor rating on Google Maps. Another problem is negative reviews. Of course, they can happen to anyone, but what can be done to minimize them and ensure that patients make appointments?

How can the medical industry establish an online presence? 

Do you want to attract new patients? Take care of your online presence. The medical industry has limited advertising options, but it can engage in other effective marketing activities. There are many possibilities to make yourself known online, such as implementing an SEO strategy and building an expert image on social media. 

Don't forget about reviews. Patients usually leave and check ratings on platforms like znanylekarz.pl, opinieolekarzach.pl, and mp.pl. Therefore, take care of your reputation on these portals. Make sure you can be found and create a Google My Business account to make your medical facility visible on Google Maps. Social media can also be helpful. Besides getting recommendations on Facebook, you can build your reputation as an expert and create a friendly image. In this case, having a LinkedIn profile is also useful. As a specialist in a specific medical field, you can publish interesting facts and news related to it.

How to create a Google My Business listing?

First, create or log in to your Google business account. Then go to the https://www.google.com/intl/pl_pl/business/ website and click the "Manage now" button. The Google My Business listing wizard will guide you through the next steps. You will be asked for the company name, physical address, and opening hours. You can also provide a website address or phone number. To increase the visibility of your listing, assign it to the appropriate category. The last step is verifying the listing. Usually, this involves confirming it with a PIN code that will be sent to the business address by mail. Only after entering the code will you have access to all the features, and your listing will appear on Google Maps.

How to optimize your Google My Business listing?

Creating a Google My Business listing is just the first step. To reach potential patients, you need to optimize your listing for keywords (usually local ones) that patients will enter in the search engine. To do this, it's worth using the keyword planner in Google Ads and then writing a description of your business optimized for the chosen keyword. You have 750 characters available, but remember to include all the most important information in the first 250 characters. 

It's worth checking the main category chosen by the competition. Set the most frequently appearing category as the main one and the rest as subcategories. This way, you will make it easier for potential patients to find your business. Also, add attributes to your profile that provide more information, such as facilities for people with disabilities. 

A Google My Business listing allows you to post updates that can refer to your website, blog articles, new offers, or organized events. This is another place where you can publish short content targeting important keywords for you. It's also worth using the services and products section to present your offer in detail (description, photos, links, etc.).

Don't forget to regularly add photos as they have a positive impact on the positioning of your listing. Add your brand logo, as well as photos of the building from the outside and inside. It's also worth including photos of the team.

And finally, a very important aspect of the listing - reviews. Make sure there are plenty of them on your profile. Of course, positive customer reviews should prevail. How can you get them? To consistently gather new reviews, simply send a request to patients to write a review (make sure patients have given their consent). Yes, this way you risk receiving negative reviews, but they are not necessarily bad. Look at them as guidelines for what needs improvement to increase patient satisfaction. See how we can help you manage reviews.

How to respond to reviews to win over patients?

When someone comes across your Google Maps listing, they will definitely check the published comments. Remember that potential patients also pay attention to how you respond to negative ratings. So what can you do to win over patients and encourage them to schedule appointments at your clinic? Above all, focus on building relationships with people. Respond to comments, especially negative ones. Remember to react quickly and apologize if the criticism is justified. Be polite, restrain your emotions, and don't let yourself be provoked. Also, assure that actions have been taken to prevent such situations from happening again. If possible, offer a discount on the next visit or a free medical service.

Why is it worth analyzing?

You probably know that constructive criticism is important. It helps you identify areas for improvement to meet customer expectations. Therefore, analyze the comments that appear and draw conclusions. By responding to needs, you increase the chances of receiving positive reviews and, consequently, more satisfied patients. 

It's worth noting that in the case of the medical industry, negative reviews often concern administrative issues rather than the actual visit itself. You can often find reviews about unfriendly service, long waiting times, lack of appointments with NFZ doctors, or a lack of information about architectural barriers for people with disabilities. These issues should be analyzed, and solutions should be developed to prevent such reviews from appearing.

¹ RepuGen Patient Review Survey 2021