During his recent spring break my son Jayson, a high school junior, spent much of his vacation visiting prospective colleges. It’s the start of an exciting journey for him but in many ways a daunting one, so we decided to start locally at the University of Massachusetts in Amherst.
Our student tour guide was an articulate and enthusiastic communications major – a perfect fit for the role. She rattled off the many benefits of the university and did a fine job of selling the school to our group. Her personal testimonial for UMass was compelling. But while we circulated around the campus there was something else going on.
Something even more powerful.
A bicyclist rode past and shouted “Come to UMass!” Another student walking among a group of co-eds yelled “You’ll love it here!” And minutes later yet another chimed in, “UMass is the best!” The tour guide smiled and noted those comments with a simple explanation, “UMass pride!”.
These live testimonials were real, authentic and certainly timely. And they demonstrated the power of social proof.
Social proof is a simple principle – we are highly influenced by the opinions and recommendations of those within our circle of trust – our family, friends, co-workers and neighbors. These are the people that we look to “in our own backyard” when we set out to make choices about anything from landscapers, to babysitters, to realtors to doctors.
Using testimonials helps others learn about your practice in a way that goes beyond the facts and your credentials. Patients want to get a sense of how you relate to your patients and how those patients have personally benefited from your care. They want to hear it straight from the source.
6 Simple Tips for Powerful Testimonials:
1. Just ask
Ask patients (referrers too) for feedback on an ongoing basis – ask them about positive experiences they’ve had recently – while it’s fresh in their minds. It’s important to remind them that when they share their experience it might help other patients make the same choice and experience the same benefits.
2. Make it easy
Give patients convenient options for providing testimonials such as a mailed letter, a survey or a feedback section on your website, or even an old-fashioned comment box.
3. Make it their own
Ask patients to provide a referral in their own words so that it is genuine, heartfelt and unique.
4. Don’t forget the details
Invite them to share their personal story and provide details focused on their experience or the outcome. Every different story helps to paint a picture of your brand and all of the services you offer.
5. Add credibility
Use the person’s name or some form of it (such as a first name and last initial, and/or location or a photo) to further authenticate the testimonial.
6. Share
Think about ways you can utilize powerful testimonials in your marketing – in print advertising, direct mail, on your website, or through social media.
People appreciate being asked about their experiences. Harnessing the power of their words goes a long way in creating awareness for all that you have to offer, and building trust among your current and potential patients!
© 2012 Latady Physician Strategies. All rights reserved.
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Latady Physician Strategies helps physicians transition to Concierge and Direct Care medical practices that help them treat their patients the way they want to be treated, while rediscovering their enjoyment in practicing medicine.
CONTACT US
Nancy Latady, MBA
Owner/Principal
Latady Physician Strategies
info@latadyps.com
781.275.1415
www.LatadyPhysicianStrategies.com
Conventional to Concierge Medicine
