Prospective patients who read online reviews are ready to buy

Do you want more leads, consults and cases?

If so, add reviews to your website. A year’s worth of data gathered from 14 plastic surgery practice websites shows these visitors who read reviews at part of a visit convert at least twice as often as those who don’t. (In this case, “convert” simply means they completed a form on a website.)

People who are ready to take action search differently than those who are earlier in the buying process and simply gathering general information. When it comes to search volume, quality is much more important than quantity. For example, a visitor searching for “plastic surgeon reviews” will convert 10 times more often than a user just searching for “breast augmentation.”

Consider the patient’s thought process for a moment… they research plastic surgeons in their area for several months or longer, and begin to make plans. When can I take time off from work? When will I have enough money to do this?

They have a timeline for when they want to have surgery. They ask friends, “do you know who I should go to for this? Who is the best surgeon for the procedure I want?” Their minds are open to receive messaging during this process. Surgeons are mentioned, websites are consulted, photos are studied carefully.

What message do you want them to hear while they’re actually listening?

Differentiate yourself. Every plastic surgeon on earth aims to create a “safe, comfortable environment” for their patients. Instead of platitudes, let your patients be your cheerleaders. They will tell the true story of your quality in their own words. You can’t develop content as compelling or effective than a multitude of reviews from your real patients.

The proof is in. Authentic and transparent reviews published on your own website inspire more patients to move forward and either email or call your office. (Thank you notes and written notes are great too, but don’t call them “testimonials,” it’s a terribly weak keyword).

Incremental changes can make a huge difference in revenue

Just a tiny increase from the typical website conversion rate of 1.5% (or 1 out of every 65 web visitors) up to 1.7% (1 out of every 58 visitors) can be obtained by adding review content to your own website and making that content easy for users to find.

For every 10 web leads that you receive now, you’ll be getting 12. If you get 10 leads per week, in a month that’s 8 more highly qualified leads.

To monetize this change for your practice, factor in your conversion rates. Do you know your ratio of emails to surgeries? If so, it’s easy to determine the financial impact of just 10 more web leads per month. Our friends at Etna Interactive tell us that the typical range of email-to-surgery conversion rates is from 13.2% with the best practices as high as 24%.

How would just 1-2 more surgeries each month impact your bottom line?

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