Reputation Management vs. Marketing

Any seasoned dentist probably hears the words reputation management and immediately thinks of that one 1-star Yelp review that seems to haunt them. A quick search through dental forums reveals the frustration that most dentists feel when speaking about reviews. Ironically, reputation management has developed a “bad rep” because small business owners don’t think about it until they’ve been hit with a scathing review.

However, most dentists overlook how to harness the power of their reviews through reputation marketing. While reputation management has become synonymous with PR crisis managementreputation marketing allows you to harness the power of online reviews to promote a positive image for your dental practice using three components:

  1. Monitoring: find what your patients are saying
  2. Acquisition: collecting reviews
  3. Amplification: using reviews in your marketing

Monitoring. This is a no-brainer; your dental practice needs to know what patients are saying about you. While there are several pricey automated solutions out there that can help you keep track, it is possible to find this information yourself for free by using Google alerts and claiming your online profiles on the top review sites for dentists. These include:

Pro-tip: use an email address that several people can access to claim the listing. This way, when you get an alert saying you have a new review, someone at your office can respond in a timely manner.

Acquisition. There are several things dentists can do to garner reviews responsibly. Most times, all you have to do is ask. Consider training your staff to ask patients how their appointment went before they leave your practice. This way, if they had a great experience, it’s an easy conversation to ask them to leave a review online. On the contrary, if they had a poor experience, your staff can address issues immediately rather than hearing about it online.

Amplification. This is where reputation management differs from reputation marketing. While reputation management focuses on suppressing negative reviews through monitoring and acquiring new reviews, reputation marketing focuses on amplifying positive reviews you already have. The easiest way to do this is by using ProSites’ free Reputation Marketing tool to help you collect and showcase positive reviews on your dental practice website. You can also include your best patient testimonials on practice marketing materials such emails, post cards, webpages, and social media.

Take charge of your online reputation and set yourself apart from competitors. To find out how ProSites can help you garner more positive patient reviews directly on your website, visit www.ProSites.com or call (888) 932-3644.