Beyond Indigo Pets Case Study
Online Reviews: Stopping the Tail from Wagging the Dog
Many veterinary practices feel powerless when it comes to online reviews. They feel that people will say what they are going to say and there is nothing you can do about it. However, taking control of your online reputation is not only possible, but an excellent way to strengthen customer loyalty, improve business practices, and attract new clients.
Animal Family’s Online Reputation
Bobbie Cotton, the Practice Manager at Animal Family Veterinary Care Center noted that online reviews are an important thing to focus on because it does matter what people say about you and you have a part in the process. She says, “Be cognizant of the fact that they (reviews) are out there and what they mean to your practice. That is the route people are going when checking out a business.”
Upwards of 80% of people now turn to online review websites like Yelp, Google+, Foursquare, and a host of others to research the businesses and products they intend to use. Taking control of and leading the conversations taking place online about your practice allows you to focus the attention on your strengths, relationships and the high quality of care and customer service you provide.
Animal Family used to have a very general approach to their online reputation. They would conduct a basic survey and ask happy clients to consider writing a review for them, but now they have a much more structured approach.
Every morning, the hospital has a quick meeting going over the day’s lineup. In addition to going over the plans for the day, Bobbie always reminds the doctors and assistants to ask for reviews. As a result, they have new reviews almost every week.
The hospital responds to every review that comes in – positive or negative. Responding publicly to positive reviews shows the strong relationship between clients and the staff and addressing negatives helps everyone reading the reviews to see that the practice is listening to and concerned about the experiences of their clients.
At staff meetings, the team discusses any negative reviews and the feedback they receive and it guides them in many of the changes they make to their Standard Operating Procedures (SOPs).
The negative reviews can be challenging for practices as they make everyone feel a little defensive. “It’s easy to get caught up in a negative review and forget about the positives,” Bobbie says. She makes a point of hand picking some of the great reviews their clinic receives and sharing those at their staff meetings. This reminds her team that, even though they cannot be a fit for every pet owner, their clients do love and appreciate the entire staff and the work they do.
Taking Control of Online Reviews
Having a positive online reputation significantly impacts the amount of traffic you will receive to your website and ultimately through your clinic doors.
“The more positive reviews you have – honest, legitimate reviews – the better you are represented in the internet world,” says Bobbie.
Join the online conversation about your practice today and reclaim control of your reputation.