Harnessing the Power of Online Reviews
Online reviews have become a vital source of information for individuals seeking quality products, services, or care. They offer insights into a business's credibility and public perception. Positive reviews can be instrumental for attracting new clients.
However, as important as positive reviews are to a business, negative reviews are many times more impactful. How a medical aesthetics practice chooses to manage negative reviews will communicate much about the organization’s culture, how it values client feedback, and its approach toward solving client problems. Therefore, it is important that a practice be assertive, thoughtful, and careful when handling negative reviews.
Studies suggest that over 77% of future clients rely on online reviews when evaluating businesses or professionals. Responding to negative reviews, while not always easy, is crucial as it demonstrates the level of commitment to addressing concerns. Reputation.com suggests that a business focus its efforts to responding to at least 20% of positive reviews and 100% of negative ones.
Remember that not everyone will be pleased with your service and product offerings, but focusing on the unique qualities and experiences you provide is essential. Pay attention to feedback, as even negative criticism may uncover areas for improvement in processes or quality control.
It is important to look at a negative review as an indicator of an issue that may be larger than the problem or frustration expressed online. It could be a signal that something may be amiss with communication, client experience, relationship development, or results. Remember, every source of feedback, good or bad, is never all good or all bad. However, there is always a kernel of truth to be uncovered that can lead to improvement and the creation of a better client experience or more effective operations.
Responding to reviews should be a daily practice, offering thoughtful and respectful responses tailored to each situation. Thank reviewers for their feedback and emphasize the positive aspects. When it comes to negative reviews, provide alternative options. If someone had a poor service experience, apologize, and offer an opportunity for further discussion offline.
In the medical aesthetics industry, we must ensure HIPAA compliance when responding to client-related feedback by keeping all communication confidential and anonymous. Never elaborate on the treatment received. Don’t be afraid to respond, just don’t do so by sharing information that could expose the client’s confidential information and expose the practice to possible litigation.
That said, it is always important to remember that most people who seek out reviews are looking to learn about the business, not the past reviewers. People can decipher between a bogus review or a reviewer’s hurtful intentions. Most reviewers judge a business by their body of work, not one moment in time.
As such, it is important to encourage loyal customers to leave reviews regularly. The overwhelming number of positive reviews and the detail they provide about their experience will not only outweigh the negative, but also communicate the truth about the business. This will make a handful of negative reviews seem inconsequential, especially if you’ve responded to each in a professional manner.
By embracing online reviews as a tool for business development you can cultivate strong customer relationships while attracting new clientele.
💌 Are you ready to take on an investment partner to help you grow your medical aesthetics practice? If so, we are here to partner with you every step of the way. Fill out the contact form or send us an email at info@baraesthetics.com and we will schedule a call to discuss the possibilities.
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