The Power of Patient Testimonials

The Power of Patient Testimonials
TESTIFY!
Einstein Medical | 6675 Mesa Ridge Road, #101, San Diego, CA 92121 | Phone: (858) 459-1182

Multiply the Value
of Word of Mouth
 You’ve dedicated years of your life honing your
skills as a doctor and developing a thriving,
successful medical practice.
 You have a long line of satisfied patients who
are more than willing to sing your praises to their
friends and families.
 You regularly log word-of-mouth referrals,
though perhaps not as often as you would like.
(Do people talk to their neighbors anymore?)
What’s Missing?
To reach more new potential patients you need to
turbocharge word of mouth praise by turning words
into a tangible asset and create:
Testimonials
Video brings your testimonial
to life.

Amplify Word of Mouth
By strategically embedding patient testimonials
into your website and other promotional materials,
you harness the power of word-of-mouth and
amplify its power by broadcasting it to a larger
audience.
Especially in the age of social media.
Testimonials Amplification

Social media combines the
best elements of word-of-
mouth marketing with the
unique power of the Internet to
spread messages quickly to an
ever expanding audience.
If executed properly, social
media takes the words of your
patients and uses them in a
low-cost, systematic way to
spread your reputation beyond
the confines of your website.
Turbocharge Testimonials with Social Media
Twitter is a great place for testimonials.

It just takes a little planning
Making the Most of Testimonials

Tips for Making the Most of Testimonials
Most medical websites now include some type of
patient testimonials, but not all testimonials are equally
effective as marketing tools.
By keeping the following tips in mind as you solicit
testimonials and integrate them into your online
marketing, you can attract a strong, steady flow of new
patients.

What makes a great testimonial?
Not All Testimonials Are Created Equal

Honest
& Specific
Offers
Feedback
Gently Edited
for Clarity
Details Matter
Exaggerated praise
and vague descriptions
of the patient
experience will only
undermine the trust
that these testimonials
are intended to inspire.
A Balanced View
Testimonials that offer
constructive feedback
in addition to praise are
often viewed as more
trustworthy than over-
the-top, glowing
reviews.
The Message Matters
Testimonials that are
overlong, rambling,
confusing, or otherwise
poorly written can
cause potential
patients to doubt the
professionalism of the
practice posting them.
Anatomy of a Great Testimonial

Sometimes even positive reviews can hurt
More ≠ Better

You may be tempted to display as many
positive testimonials as you can gather on your
website.
But be careful. You don’t want to dilute the
power of your best, most engaging testimonials
with those of lesser value.
When Less is More

The testimonials with the greatest value to
your practice will not simply proclaim how great
you are.
A compelling testimonial will also give details
that make it informative and believable, while
maintaining an honest, balanced perspective.
Be Selective

Dr. Morrison is a master of
dentistry!
I love him and his staff. What a
totally awesome experience I had
at his office! And my new smile is
great!
Consider Two Hypothetical Examples
Example #1

Consider Two Hypothetical Examples
Example #2
I was made to feel comfortable from the moment I walked into Dr.
Morrison’s office for the placement of my permanent porcelain
veneers. His staff is welcoming and friendly, and they were very
patient in answering my questions.
Dr. Morrison saw me at my appointed time, and he was extremely
gentle in placing my veneers. I felt a little discomfort when he
removed my temporary veneers, but he assured me the whole time
with his great sense of humor. The quality of the veneers is very
high – they look so natural that most people think that I just had my
teeth whitened. I have the smile that I’ve always wanted, and I’m
very grateful to Dr. Morrison and his team.

Of the two previous testimonials, both are
positive. However, the second is by far the
more compelling of the two.
 The first example, while certainly glowing
in its praise, doesn’t communicate anything
of substance to your visitors.
 The second example provides plenty of
detail without wearing out its welcome. It’s
simple and readable, and it is benefit-
oriented without seeming inauthentic or
“sales-y.”
Anatomy of a Great Testimonial

Complacency is the enemy of effective marketing
Don’t Stop Soliciting Testimonials


Never Stop Soliciting Testimonials
You have many
satisfied patients who
are willing to attest to
your skills.
You continually build
your reputation instead
of relying on past
accomplishments.
You offer a wide range
of benefits to a diverse
range of patients.
You have a
loyal following
You don’t
rest on your
laurels
You’re not a
one-trick pony
 You should continually be adding to your collection of
patient testimonials.
 A continual flow of fresh testimonials shows people that:

Visitors Come Back,Again &Again
Remember! Prospective patients may visit your website several
times over the course of months or even years, unsure of
whether to contact your practice.
If they encounter fresh testimonials during this time, it could help
to influence them to schedule that first appointment.

Are you taking advantage of video?
Reach Across the Digital Divide

Video Brings Words to Life
Video gives life to words and creates the
emotional connections that elevate you from a
mere "business" to a caring and knowledgeable
professional.

Benefits of Video
Increased
Trust
Reduced
Skepticism
Higher
Conversion
Rates
Eighty-eight percent of
consumers trust online
reviews as much as
personal
recommendations.
Video testimonials
reinforce this trust by
showing real people
speaking about your
practice.
Having a library of video
testimonials at your
disposal is like having a
full-time sales force on
call, 24/7.
But, unlike salesmen, your
satisfied patients are seen
as objective and sincere
third parties.
More than 90 percent of
consumers agreed that
video factored into their
decision to purchase,
according to a study by
Social Media Today.
Videos can keep users
engaged and ultimately
convince them to contact
your practice.

People Think & Remember Using Images
60 percent of people prefer watching video
over reading text.
Video keeps visitors on your website longer.
People remember more from a video than
from written content.
When you layer the human voice onto imagery by using video,
you infuse your message with the compassion and commitment at
the heart of healthcare. Other benefits of video:

Once is never enough
If you want to get the word out …

The more ways you broadcast your message, the greater the chances
a potential patient will find you.
That’s because everyone’s different. Depending on their own preferences
or how they are accessing content (A phone? A tablet? Their desk?),
people gather information in different ways. For example:
 Some people intuitively trust online reviews more when they can
see and hear the reviewer speaking in a video.
 Others are drawn to a powerful quotation that is set apart from the
rest of the text, such as a quote that is highlighted in a block of text.
Be Seen Wherever Your Customers Wander

Re-use, Re-purpose Testimonials
Post them in Social Media
Feature them in newsletters
Add testimonials to your email signature
Include testimonials in brochures
And, of course, post to your website.

When used strategically …
Patient testimonials combine the best elements of word-of-mouth
marketing with the unique power of the Internet to spread messages
quickly to an ever expanding audience.
Put some thought and effort into collecting and presenting your
testimonials, and your satisfied patients will effectively be promoting
your practice twenty-four hours a day, seven days a week across a
variety of platforms.
Word of
Mouth
Power of
the Internet

Would You Like to Know More?
Many practitioners find the promise of the Internet elusive. But over the
course of 20 years, we’ve proven many times over that a properly designed
online strategy grows your practice.
If you’re still searching for a solution, consider joining the leading
healthcare providers that have take advantage of our online expertise. Just
call us at (800) 606-0003 or visit our website.
www.EinsteinMedical.com
Einstein Medical | 6675 Mesa Ridge Road, #101, San Diego, CA 92121 | Phone: (858) 459-1182

The Power of Patient Testimonials

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