By Lucy McCarthy, Operations Manager at Hive Business
I don’t know about you but when I need to know the answer to something I go straight to Google. I might be checking grammar, searching for a doggy-day-care in my area (yes really!) or seeing which restaurant I want to eat at that evening – the first place I always check is always Google.
It will be no surprise to learn that when I needed a new dentist, my search started on Google. After a quick search of ‘dentist near me,’ an array of options appeared but I still had my work cut out to find out which one was best suited to me. When searching for a dentist in the local area, the search results give you the following information:
- Practice name
- Star rating
- Business type
- Distance from your location
- Phone number
- If it’s open and when it closes (or if it’s closed when it opens)
- A link to the website
- A link to directions
The user can then filter by rating and opening hours as well as sorting by distance or best match. The information you provide on your ‘Google My Business’ page is what is displayed in the search results so you really need to keep it updated.
You may notice that the star rating is second on the list and it appears right underneath the practice name. I recommend Googling ‘dentist near me’ now to see how your practice compares to other practices near you. When Googlers search for you, what do they see?
No reviews
If your practice doesn’t have any reviews, people will likely exclude it from the shortlist of results. If there are numerous practices competing in your area, Google encourages the user to filter you out by ranking by ‘rating’.
To increase your reviews you need to actively ask your patients to review you on Google although you must not offer an incentive (your reviews can be removed if Google finds out). Ensure that everyone in your practice is asking and informed on why you’re suggesting that patients review your practice. Let all of your staff know how to review on Google in case a patient asks them.
One or two reviews
If you have a few reviews it is, of course, better than nothing at all but it isn’t going to help you compete on Google if other practices near you have countless five-star reviews. People often rely on the opinions of complete strangers for different purchases; your dental practice is no exception.
If you are already asking patients to review you but it isn’t quite enough, display a poster in your waiting room or include it on their appointment card as a way to prompt your patients to leave a review. If you send emails to patients, you can even create a link to make it easier for people to find you and write a review. Google has guidance on how to create a link for Google reviews on their FAQ page.
Bad reviews (and no responses)
This is the worst! If you have a one-star rating and a rant from an unhappy patient you will be repelling patients on Google. You need to respond to all bad reviews in a professional manner and request they call the practice – you never know, you may be able to resolve the issue and request the patient remove the review. At the very least, your response will show that you are dealing with the complaint seriously and it’s an opportunity to restore some faith in your practice.
Equally, if someone leaves a positive review make sure you respond. Other people will see you’re active (and actually reading the reviews) and will be more inclined to leave a review themselves.
Countless glowing reviews
Congratulations! Your reviews will help encourage people to get in touch with you. Of course, getting Google reviews is just one tactic to get new patients, you need a blended approach to your marketing.
If you would like to discuss your marketing strategy with us and in particular how Search Marketing boosts new patients please get in touch on 01872 300232 or email us at hello@hivebusiness.co.uk.
