Although I’m an avid reader, I don’t often review books. Yet, I recently read Bill Tancer’s latest book, “Everyone’s a Critic: Winning Customers in a Review Driven World,” and thought I needed to share it with you. Unlike many books about online reviews, Mr. Tancer dives deeply into this world, providing insightful and substantiated, real life examples that appeal to business owners, marketers, and consumers.
As physicians, we know only too well the importance of online reviews. Yet, online reviews affect all business owners. Some research has been conducted into the importance of online reviews (no doubt, with more to come), and many best practices have been developed to aid business owners who receive negative online reviews. Mr. Tancer draws on this research as well as his own to effectively dissect this “critic economy” we live in and offers practical advice on how to navigate these often murky and sometimes dangerous waters.
We live in a consumer-centric world that has been created in large part by online reviews. (Thanks, Amazon.) We know that 80% of consumers now consult online reviews before making a purchase. The same is true for selecting a new physician. A 2013 Industry View Report by Software Advice found that 62% of respondents said they read online reviews when seeking a new doctor. The most trusted site was Yelp.
If you don’t have time to read the book, here are four compelling takeaways that will help you in your quest to manage your online reputation:
• Many physicians feel they are being unfairly targeted in online reviews. They’re not. They just fall into the same behavioral trap that other conscientious business owners do. They think, I’m a good doctor providing high-quality care to my patients, so those patients posting negative reviews must be wrong. Turns out that restaurant, salon, and retail owners feel the same way. In fact, Mr. Tancer cited a compelling study from That’s Biz, a restaurant marketing firm, that shows 31% of restaurant owners feel that reviews on sites like Yelp, TripAdvisor, and Google are either “mostly inaccurate” or “not accurate at all,” while only 5% believe they are “very accurate” and 24% believe they are “mostly accurate.” We physicians are not alone. Many dermatologists, especially those whose practice is composed largely of cosmetic and elective services, need to understand that consumers view these practices as they do other consumer services, rather than as medicine.
• Mr. Tancer clearly and succinctly demystifies Yelp. We have all heard of business owners who accuse Yelp of unethical behavior at best and extortion at worst. Mr. Tancer cites several case studies, all of which end positively for Yelp. The bottom line: Freedom of speech on the consumer’s part wins virtually every time. To date, Yelp has not lost a legal challenge. I agree with many of Mr. Tancer’s tips that are relevant to physicians: Never incentivize consumers/patients for positive reviews. Decline offers from “freelance reviewers” who will write fake positive reviews on your site or fake negative reviews on competitors’ sites. Don’t ask patients to sign an online review gag order. Basically, it will just get you into more trouble. His advice for the best defense is a good offense, that is, to create as much positive content online about you and your practice as possible.
• Based upon research, Mr. Tancer defines four key online reviewer personalities (or in your case, patients) that help you as business owners gain a deeper understanding of why people post online reviews.
1. The Communitarian is the most predominant type of reviewer and one of the most important groups for businesses to reach because they’re motivated to build strong social connections and to be helpful to their community
2. The Benevolent Reviewer feels that the online review rewards businesses for exceptional service. They’re typically less prolific.
3. The Status Seeker is competitive and seeks status symbols such as becoming an “Elite Yelper.” Along with Communitarians, they tend to post unbiased reviews in their quest to rack up votes for the “most useful” reviews.
4. The One-Star Assassin, as the name suggests, uses online review sites to express grievances and attack businesses.
• Mr. Tancer encourages business owners to use negative online reviews as “data,” to be analyzed to improve their practice and ultimately their online reputation. You, your office manager, and your staff should regularly devote time to analyze your online reviews. Most important, take note of recurring criticisms, which will most likely be service related (long wait times, untidy office, abrasive bedside manner), and implement policies to change behaviors and services.