ì
Developing a Reputa/on
Management Strategy
Eric D. Garcia, IT & Digital Marke8ng Consultant
© 2015 All rights reserved. Eric D. Garcia
About Eric Garcia
Business Management Team at Large Prac8ce in Tampa, FL Former VP of Veterinary Exclusive Web Marke8ng Firm IT & Web Marke8ng Consultant – Founder of Simply Done Tech Solu8ons
VetPartners Member Consultant
Interna8onal Speaker: USA, Canada, Europe, Turkey, Thailand, Philippines [2015]
Author of 15 Chapters in the Newly Revised 5-‐Minute
Veterinary Prac/ce Management Consult on Technology and Web Marke8ng
© 2015 All rights reserved. Eric D. Garcia
Notes Will Be Provided
What is the Leading Search Engine?
© 2015 All rights reserved. Eric D. Garcia
Word of Mouth Top Referral Source
The
UNDERUSED
Marketing Tool
“Veterinarian in Sea+le”
© 2015 All rights reserved. Eric D. Garcia
Where Would YOU Go?
All veterinarians in the same community & Google search
© 2015 All rights reserved. Eric D. Garcia
Case Example
Jan 23, 2015: I was just taking a minute to update you. We've seen a huge spike in new clients. I'm ecsta8c with the increase in new clients. I had no idea it would be so significant. I figured one or two a month, but we're seeing 2-‐4 extra per week. It's definitely obvious the new website impresses people more. I also having good reviews is making a
huge difference as well. I think it makes people skip the old bad reviews because they see new good reviews.
The Simply Done 5 Step Approach
Simplifying
The Management of
Your Online Reputa8on
© 2015 All rights reserved. Eric D. Garcia
Step One: Claim Your Online Listings
Claim your online lis8ng with Google, Bing, Yahoo/Yelpì Search for your business on Google, Bing, and Yahoo/Yelp
ì Click on “Is This Your Business” or “Claim Your Lis8ng”
ì Verify by automated phone call or postcard
© 2015 All rights reserved. Eric D. Garcia
Merchant Centric –
Listing Management Tool
Merchant Centric
Step Two: Brand Your Google+ Listing
© 2015 All rights reserved. Eric D. Garcia
Step Three: Monitor Reviews
Save all of your online lis8ng websites in a “favorites” folder in your browserMonitor 1-‐2 8mes weekly
Step Three: Monitor Reviews
Free –ì MerchantCentric.com (Paid but WELL worth it)
ì Google.com/Alerts UPDATE
How Google Alerts work
ì You type in search queries (i.e. name of your prac8ce, owner and
associates)
ì When informa8on matching any of the terms in your search
queries is posted online you will immediately be no8fied by email
© 2015 All rights reserved. Eric D. Garcia
Merchant Centric
Step Four: Engage with Reviews
Extension of your customer service effortsThe average veterinary prac8ce receives 1 review a month on the largest search engine Google
Reply to Posi8ve Reviews
ì “Thank you for your kind review! We appreciate you as one of
our most valued clients.”
ì Call and thank the client
ì Send Thank You card
© 2015 All rights reserved. Eric D. Garcia
Google Review Fact
Reviews on Google are important to your businessGoogle takes on over 65% of the search engine market share
ì Bing & Yahoo take on 13% of all searches
Google reviews can no longer be lek as “A Google User” Only reviews by Google users can be lek on Google Non-‐Google reviews are not syndicated directly on Google
Step Five: Solicit Positive Reviews
What are you currently doing?
© 2015 All rights reserved. Eric D. Garcia
Step Five: Solicit Positive Reviews
At checkout the recep8on team should ask visibly happy clients if they would mind leaving the prac8ce a review.Sample script: "Mr. Garcia, we appreciate you as a client. Would you mind leaving us a review online? We want happy clients like you to be able to find us online easily.". If client says, yes. "Thank you! May I have your email address so I can send you a friendly reminder at the end of the week.
Collect email addresses and at the end of the week (or during any down 8me) send a mass email by placing each collected email address in the BCC sec8on of a new email.
Copy and paste the template and send. © 2015 All rights reserved. Eric D. Garcia
Email Template
Dear Valued Client,
We really appreciate you trus8ng us with your pet’s veterinary care! As a small business we need as much help as we can get to help us with our online presence. Would you mind giving us a review on Google? It really helps happy clients like you to find us.
To do so, you just need to go to this link and click on the Write Review bupon:
Insert Google LisFng Link Here
You will probably find this site really helpful when pos8ng a Google review: Click Here We greatly appreciate your willingness to leave us a review online! We look forward to serving you in the future with your pet’s health needs.
Warm Regards,
The Doctors and Staff of Simply Done Vet Clinic
Solicit Reviews
© 2015 All rights reserved. Eric D. Garcia
Smart Survey System
Recommenda8onì Vsmart (A.C.T.)
ì Vetstreet (via Reputa8on Engagement)
ì IDEXX (via Petly)
Posi8ve Survey Results
ì Asks clients to leave reviews on Google, Yelp, Facebook, etc.
Nega8ve Survey Results
ì Pushed to a custom closing message
Other Op8ons
ì SurveyMonkey.com
© 2015 All rights reserved. Eric D. Garcia
Vetstreet
© 2015 All rights reserved. Eric D. Garcia
© 2015 All rights reserved. Eric D. Garcia
Vsmart
© 2015 All rights reserved. Eric D. Garcia
Team Meeting
Why client emails are importantDiscuss importance of online reviews Review smart survey system
Review effec8ve ways to ask clients for reviews
© 2015 All rights reserved. Eric D. Garcia
Yelp Reviews
Rarely recommendadver8sing
ì Does not rank in top 10 of places where people search for businesses
ì No ROI for most my prac8ces
Having an ad with Yelp does not change anything
Yelp Reviews
Displayed Reviews ì User profile ì User ac8vity ì User compliance Hidden Reviewsì Lack complete profile
ì Lack ac8vity
ì Violate terms &
condi8ons
© 2015 All rights reserved. Eric D. Garcia
Yelp
Facebook Reviews
Positive Facebook Reviews
Comment backProvide a personalized response
Send a Thank You card or call and thank the client
© 2015 All rights reserved. Eric D. Garcia
Facebook Page Moderation
© 2015 All rights reserved. Eric D. Garcia
Negative Reviews
STOP – Do NOT respond right away! Review the comment. CONTACT THE PERSON – Pull a medical record and pick up the phone.
Sample Reply: “We apologize about your experience. We have not been able to reach you by telephone. We would like to make this situa<on right with you. Please call our medical director directly at (813) 545-‐3044.”
Sample Reply: “We apologize about your experience. Due to client/pa<ent confiden<ality laws we are unable to discuss this medical case in a public forum. We highly encourage you contact us to discuss this case on a one on one basis with our medical director. We would like to review your pets medical record and review this case in further detail. Our medical director can be reached at (813) 545-‐3044”
FIND OUT WHAT WENT WRONG – Discuss with the appropriate departments. Ask yourself… can you learn from this?
Your Turn!
Claim your online lis8ngsì Google
ì Bing
ì Yelp (links to Yahoo)
Setup alerts
ì Merchant Centric
Solicit a minimum of 3 new reviews from clients on Google or Yelp Reply back to all posi8ve & nega8ve reviews
© 2015 All rights reserved. Eric D. Garcia
THANK YOU!
Resources: www.simplydonetechsolu8ons.com/acvim2015 Subscribe: Subscribe to my NEW! newsleper
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