Leveraging the power of impactful patient testimonials
Reading and watching testimonials has become a natural part of the buyer journey. Having several testimonials that are viewable on your website and social channel can increase your chances of gaining prospective clients.
Imagine after an appointment, your patient left saying, “Wow, I’ve just had an amazing experience. I’m going to tell all my friends and family to share all about it.” And, they actually did!
Now, it might be a little farfetched to think that one patient would call everyone he/she knows, and the scenario could just be where the person brings up the experience during conversation. (Still, a good thing.) But, imagine if that one patient’s experience could be captured and then shared within your community and beyond.
It can! Testimonials are powerful for businesses, both big and small. Gigantic companies invest in testimonials because they know that reviews and social proof grab the attention of potential customers.
Plus, consumers are looking for testimonials:
- 92% of consumers read online reviews and testimonials when considering a purchase.1
- 95% of people say that reviews – whether positive or negative – influence their purchasing decision.2
- 90% of buyers who read positive customer success content claimed that it influenced their purchasing decisions.3
Ready to add testimonials to your website and social channels? Great! Not sure how to move forward with obtaining them? We can help. Simply follow these 5 steps!
Step 1: Ask at the right moment
Finding the right voices for your testimonials can be as simple as listening to what your patients are saying over the phone, during a Remote Support session or at the in-person appointment. If they are having a positive experience, that’s your opportunity to ask them if they would like to be your brand ambassador and if they have some time to learn more about what that means.
Or, you can also gauge their enthusiasm by asking how their hearing aids feel and to describe what they are experiencing.
Step 2: Ask for the testimonial
Now that you know your patients are having a great experience and are interested in becoming a brand ambassador, it’s time to share the “why” and “how.” Explain how you care about their satisfaction and that you are looking for ways to improve your business for others who suffer from hearing loss.
You also want others to know that they can receive the same experience and help that the patient has. Make the patient feel like part of the cause! Explain how their testimonials will help others get the care they need. That’s your segue into asking if they would like to provide a testimonial.
Your patients can provide a testimonial in two ways: on film and written. If they do not feel comfortable being filmed (we’ll get to the how-tos in a moment), that’s okay. There will be other patients who wish to share their review on camera.
If a patient would rather write kind words instead of recording them, encourage that! These can provide a great deal of marketing value as well.
Step 3: Explain use and obtain permission
Whatever the method of promotion you choose, be honest with your patients about how you intend to use it to avoid any surprises. Also, be sure to have the client sign a written consent form before they leave the office, granting permission for you to use their image and quotes in your digital channels and marketing materials.
Step 4: Acquire the testimonial
It’s a good idea to scout out an area in your office that works best for video testimonials. Plus, you’ll want to role play with another team member to see how everything comes together. A few suggestions include:
- Have a neutral and clutter-free background or simply record them in the chair.
- Capture the subject’s face and upper torso during the interview, like you would see in a news interview.
- Light should be in front of the patient’s face.
- Remember to use the flash function if the lighting is poor on your patient’s face.
- Provide guidance before hitting the record button and review the questions ahead of time.
When it comes to recording, your mobile or tablet will work for video and sound quality. Again, it’s a great idea to test the audio quality on your device with a team member prior to recording a patient. Test varying locations and spaces between you and the subjects.
Not sure what to ask your patients? Here are a few starter questions to ask:
- How does your hearing aid feel?
- Can you describe your hearing before and after we fit you with your hearing aid?
- How was your level of service today?
- Can you use one word to describe how your new hearing aid is making you feel today?
- What would you tell a friend or loved one experiencing hearing loss?
There’s no need to ask all of the questions. Simply select one or two. You’ll want to be mindful of your patient’s time as well as your calendar.
Step 5: Put the testimonials to use
There’s a great number of ways you can use kind words to help support your brand and service.
- Website: List your newest testimonials on your website in order of most recent.
- Social media: Facebook, Instagram and YouTube are great places to showcase your video testimonials. You can even pin your most recent testimonials at the top of your page.
- Office materials: Use still shots and quotes in your brochures and flyers, or feature the recorded testimonials in your waiting room video loop.
- Advertising: There may be an opportunity to feature a testimonial in your television commercials, printed advertisements and radio spots. Again, be sure to ask for permission and consent before proceeding with any of these options.
By taking five steps, you’re already on your way to creating impactful patient testimonials that you can share in any number of ways.
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