With hundreds of healthcare providers to choose from in any given area, the deciding factor for most patients are online business reviews. Having a recommendation from a family member, friend, or even seeing information shared on social media increases the likelihood that a patient will choose your services. According to a Pew Research study, 74% of consumers view the social media profiles of business before making a purchasing decision.1 And, 80% of those consumers actively search for health-related information and wellness provider reviews on social media.2
Despite the research that shows consumers are leveraging social media to make health-care related decisions, most healthcare marketers are not incorporating social media strategies into how they reach and engage new patients. As Baby Boomers increase their social media usage, now over 43% of seniors over the age of 60 are using social media to get access to health-related information,3 positioning your wellness services on Facebook or Twitter and generating online consumer reviews could be the differentiating factor in acquiring new patients.
Do consumers really trust online reviews?
The answer is a resounding “yes”.
In fact, 84% of consumers say that they trust an online review as much as a personal recommendation from someone they know.4 Having a long list of online reviews is great to build your brand’s credibility, but the internet-savvy healthcare consumer is also looking at your business’ interactions with its customers. In a recent study, over 30% of consumers acknowledged that how a business responded to a review is an important factor in their decision process.5 The key to leveraging online reviews to build an unshakable competitive advantage is to find ways that your customers can share their specific experiences, in accordance with HIPAA guidelines. Prospective patients want to have an insider view into how your business operates, what your customers are saying, and who you are as a healthcare provider. Positioning your company on the right social media platforms where your customers are is essential in allowing you to interact with them and to showcase your expertise.
When it comes to crafting a proven social media strategy, it is not a one-size-fits-all approach. The experienced digital marketing team at Response Mine Health can help you to grow your social media presence by collecting authentic customer reviews and patient-generated content. Our award-winning social media experts will help you determine the right platforms and the right messages to leverage to attract and engage your target audience. For a complimentary social media marketing consultation, click here.