By Alan Glazier, OD
Reviews and Ratings are the two “R’s” practices should be focused on within their social media marketing efforts. Service provider reviews that most doctors concern themselves with occur on Yelp and Google and can be a huge asset or liability for a practice. Social review has, for the most part, increased the level of service businesses provide which is a good thing. The bad thing is that they provide a public forum for people to vent their displeasure generally without any checks and balances. I’m sure you know what I’m talking about. Reviews and ratings are important because they drive people directly into or (hopefully not) away from your business. They are also important for a lesser-known reason; they directly affect where you are found on the google page. Google needs to provide good information for the people who search, so when they type in “eye doctor”, it’s in Google’s best interest to attempt to sort out who good eye doctors are. For this, they use social review in their algorithm.
A problem with review and ratings is that they allow people to vent and provide descriptive account of their visit by total strangers, and people take into account these opinions of total strangers. Most are honest, but a few might have an agenda to pursue that at it’s core doesn’t truly reflect their experience in the office. The newest kid on the block, that is, the newest “R” is “Referrals”. GWIG.com (Go Where I Go) is a new app created by Optometrists which enables people happy with their service providers to click a “refer” button which automatically notifies their entire social network. GWIG can drive business in a much more efficient manner, without all the pain that social review sites can cause. You either are referred by a GWIG user or you’re not – there’s no one star or 5 star, no opinion or detail about the visit. If they don’t refer you, no one knows – if they do, their entire friend network finds out and your brand is spread between “friends of friends”, not strangers.
GWIG is brand new; sign up today at GWIG.com and tell your patients about it – GWIGs success and use by your patients will have a direct impact on your bottom line. The author has no commercial interest in GWIG at this time.
Photo: Copyright: stuartphoto / 123RF Stock Photo
Dr. Glazier is the owner and founder of Shady Grove Eye & Vision Care in Rockville, MD, a large medical model 4 doctor optometry practice. Dr. Glazier holds a B.S. from the University of Maryland and a Doctorate from the New England College of Optometry. He is a fellow in the American Academy of Optometry and a Diplomate of the American Board of Optometry. Dr. Glazier is an author, lecturer, professional blogger and industry consultant. In both 2011 and 2012 Dr. Glazier was selected as one of the most influential optometrists in the country by the VisionMonday organization. He is the recipient of many awards and honors related to his cutting edge use of the internet to market his practice, including a DARE award, Optometric Business Innovator awards and a Voltage award by SmartCEO magazine. He is co-founder of the industries first virtual conference, CEingIsBelieving and founder of the industries most influential social media group, ODs on facebook, with over 10,500 members. Dr. Glazier’s patient care interests include dry eye and specialty contact lenses. He lives in the Washington, DC suburbs with his wife Laura, sons Jacob and Ari and goldendoodle Tbone