What is reputation management?
What is reputation management for
plastic surgery offices?
To understand the art and science of online reputation management, one must first understand something of consumer psychology.
What are the factors that go into prospective patients perceiving you as a trustworthy and credible surgeon?
While there are varying psychographic groups of people with differing temperaments and opinions, there are five types of customers, universally throughout every industry in the world:
- Innovators
- Early adopters
- Early majority
- Late majority
- Laggards
- Innovators
are passionate people who are intrinsically motivated to try something new and even risky without needing much social proof to validate the risk.
- Early adopters
are more calculated in their risk-taking than the innovators. They quickly become in the know of new, emerging products or services, yet they wait just a moment longer than the innovators to give something a try.
- The early majority
consists of people who are not so connected to news of an industry, but see trends commonly for what they are and join as they become relevant to their lives.
- The late majority
is made up of people who are neither intrinsically motivated nor very connected to the trends. They join a movement or buy a product once they see that others before them have made something mainstream.
- Then, finally, you have the laggards:
These are people who come in at the tail end of a mature and proven market.
What does any of this mean for you
as a plastic surgeon?
Everything!
You could launch an advertising campaign for your practice.
However, without much previously established social proof, typically only the innovators would convert into paying patients.
And they only makeup a minority of the prospective patient population.
Willful, professional online reputation management is the strategic act of hitting all the core elements of social proof (such as positive social media engagement and online reviews) in order to develop a vetted and validated brand and identity.
It’s an act that gets you to the tipping point of the early and late majority adopters who would perceive your brand as a primary indicator of whether or not they should become your next patients.
Why online reputation management?
Why would you use online reputation management to
benefit your plastic surgery practice?
More than just as a means of growing your practice, online reputation management is also the way to protect it.
Reputation is everything when it comes to the establishing, growing, and sustainment of any business. Great patients reviews can give you the edge over your competition while unhappy patients can leave negative reviews that can damage your practices for years to come.
Meanwhile, on many review websites, anyone can just write anything about your practice, even if they’ve never even truly been your patient. Unfortunately, laws like the Consumer Review Fairness Act protect review sites and enable a level of anonymity to reviewers that is almost unfair. At the same time, HIPAA prohibits you from replying with anything that could contain personal medical information. Often, practices are advised to just “keep quiet” and not respond to bad reviews at all. We can help you develop the scalable processes needed to acquire patients reviews, get them published, proliferate your positive online brand, and spread the word of your experience and expertise as a plastic surgeon.
Meanwhile, such processes help push down – or drown out –
dissatisfied patients, ex-employees, or even competitors
who may try to attack your reputation online.
You don’t want the security and sanctity of your entire career to be dangling by the thread of only one bad review.
Think of how that’d affect your stress levels, let alone your profits.
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