Is there any part of our daily lives that is not up for review? From checking reviews on products and services before making a purchase decision (including in-store) to venting about an underwhelming experience, consumers are increasingly leaving them—and consulting them.
For businesses of all stripes, courting and responding to online reviews should now be part of their day-to-day business practices. It’s never been more true for aesthetic practices, and some intriguing statistics suggest why. Let’s review.
86% of people read reviews for local businesses
When searching for an aesthetics practitioner, it’s a pretty safe bet that a potential patient is going to read your online reviews. This statistic is even higher for those aged 18-34—a whopping 95%. This highlights the importance of having a positive online presence for those just beginning their search for a treatment provider. (Source: Search Engine Journal)
Consumers read an average of 10 online reviews before feeling able to trust a local business
This fact suggests that consulting online reviews prior to making a decision is not a peremptory act. Potential consumers are doing their best to vet businesses and research areas of service and quality that are important to them. When searching for a local business or service, reading 10 reviews for each business that catch their attention is a not-insignificant investment of time. (Source: BrightLocal)
91% of 18-34 year olds trust online reviews as much as personal recommendations
For a generation that came of age in the world of Google, Facebook, and streaming services, technology and the online world have become a natural extension of younger consumers’ social circles. The proliferation of online review tools are no exception. (Source: BrightLocal)
57% of consumers won’t patronize a business with less than four stars
Having a 4-star or higher rating can dramatically increase your number of contacts and, by extension, your revenue potential. An average rating of four stars on RealSelf is required to obtain a RealSelf Verified badge because the badge is an instant signal of doctor trustworthiness for consumers—not only because of their transparency, but also because of their ratings by previous patients. (Source: MediaPost)
Learn more: Join the RealSelf Network. Become RealSelf Verified. | Find out how >
40% of consumers only take into account reviews written within the past 2 weeks
This reinforces the fact that you should be asking all of your patients for reviews. While the total volume of reviews you have is also important, without up-to-date reviews, you run the risk of potential patients writing off a key element of your online presence as irrelevant.
Asking each patient you see to write a review for your practice will go a long way towards ensuring you have a consistent pipeline. The good news: it’s not as hard as you think. And that’s because… (Source: BrightLocal)
76% of consumers who are asked to leave a review go on to write one
That’s right, survey data suggests that for every patient you ask to write a review for your practice, more than three out of four of them might follow through. Building this practice into the way you operate will net you a consistent library of up-to-date reviews. (Source: BrightLocal)
Watch: “How to Get a Review in 5 Minutes or Less” | Now on demand >
45% of consumers say they’re more likely to visit a business that responds to their negative reviews
No one likes getting a negative review. And in the aesthetics industry, where many professionals have a desire to positively impact people’s lives and have spent years investing in education and experience to learn their craft, the sting might be even more acute—perhaps even personal.
But it’s important to try to distance yourself from this feeling and approach these reviews from a non-defensive business position. Responding to negative reviews in this way lets prospective patients know that you value all feedback and care about every patient’s journey. The right response to a bad review can have a positive impact on how your practice is perceived. (Source: BrightLocal)
When healthcare practices address a patient’s negative feedback, patient satisfaction doubles.
A negative review in the healthcare industry can be looked at as another opportunity to deliver not just great customer service, but additional education. Remember: you are responding not just to the reviewer but to every potential future patient.
Addressing concerns left in a negative review can help the reviewer feel better about the situation, and further coach or counsel them about follow up-care or expectations. This can be especially helpful for potential patients who are looking for a caring and thorough aesthetic provider. (Source: PatientPop)
More Insights Center: Got a Bad Review? Here’s What to Do (& Not) | Read >
