“You’ll tell two friends, and they’ll tell two friends and so on…” Remember that jingle from that old shampoo commercial?
This adage is all about word of mouth–the undisputed queen of marketing. It is authentic advertising, and it works. It is also one of your best resources for your marketing efforts. Check out these examples on the Johns Hopkins website)
You know your patients are talking about you; they tell you about it. New patients let you know a friend recommended you. You also know that your patients have good things to say about you. They say those things when they see you. They write letters, email you, and they send Christmas cards and thank-you notes.
These are all great sources for quotes and patient testimonials. All you have to do is ask.
You will probably be surprised at how many patients will say “yes” when you ask them to share their success story or a testimonial on your website. When people genuinely like you, they are happy to sing your praises.
But, you still might feel funny about asking for patient testimonials. If so, here are four tips to smooth the way:
1. Make it clear that their privacy is a priority for you.
You have already done this with the HIPPA patient privacy form you gave them, but saying it in person is warmer and will put them more at ease.
2. Give your patient an easy out so they feel comfortable to say “no.”
One patient testimonial or story is not going to make or break your marketing campaign. It is much more important that your patient feels that a “no” won’t compromise your relationship or their care. Besides, knowing there is no pressure, they are more likely to say “yes.”
3. Tell them they can see it before it goes live.
Your patient will trust you more if they know they have final approval. In the end, you want your patient to be glad they shared their story.
4. Get Signed Consent
This is essential for you legally, and it is an opportunity for clarity. There is a reason it is fourth on the list, however. While some patients won’t bat an eye at it, legalese can be intimidating and even alienating. Make sure you have the conversations mentioned above before addressing this.
Follow these steps and you will see that it’s not that hard to ask. You’ll be surprised how many patients give a whole hearted “yes.” Before you know it, you’ll have collected a bunch of sweet quotes that will make terrific testimonials for your website. Those quotes will also make you feel pretty darn good about all the hard work you do.