Do reviews and ratings matter in telehealth marketing?

Summary:

Patients rely on their peer’s previous experience as they are making healthcare decisions. Today, many people’s opinions are all over Google reviews, Yelp, Reddit, Quora, and YouTube.

How do people choose the brands they interact with these days? 

There’s a flood of options for almost any service or product. According to Stackla, 90% of Millennials said that authenticity is important when deciding which brands they like and support.  What speaks to authenticity more than reviews and ratings? Especially if they are from patients that utilized your telehealth services. 

The fact is reviews and ratings matter for everything. In health, their impact is tremendous. 

Patients rely on their peer’s previous experience as they are making healthcare decisions. Today, many people’s opinions are all over Google reviews, Yelp, Reddit, Quora, and YouTube. Reports show over half of healthcare insurance consumers show interest in telehealth as an alternative to traditional services.

In November 2019, the well-known J.D. Power is launching a telehealth satisfaction study.  The first-ever attempt is officially here to unify surveys of customer satisfaction, product quality, and buyer behavior for digital healthcare. Greg Truex, the Managing Director of Healthcare Intelligence at JD Power stated, “with the industry projecting a 20-30% increase in usage, it is critical to establish trusted, objective benchmarks for the quality of this type of service.” Ratings and reviews help patients evaluate, choose, and form an opinion about telehealth providers and services. The real reviews from other patients who tried a new service can cement their interest in consulting with a specialist over videoconferencing. Nearly 80 percent of patients look to ratings and reviews in their healthcare consumer journey

These ratings and reviews reflect real-life testimonials. 

Marketers can foster community using patients’ experiences through the reviews and ratings. Reviews can be a way to start conversing with patients who eventually could become organic ambassadors of the brand. You can use positive reviews for content marketing as user-generated material. 

Using ratings and reviews as testimonials is a digital marketing strategy that can generate more revenue because you don’t have to invest that much time into finding patients who are willing to make comments about your services. 

You can read and evaluate every comment to improve your telehealth services. By responding to both positive and negative reviews, your healthcare company can show engagement. 

Negative reviews are opportunities for customer service improvement as well as feedback about the quality of the telemedicine services. Marketers can create measurable outcomes like collecting a certain amount of comments by sending out an automated survey or requesting patients leave a review on Google or Yelp. The opportunities for improvement could be the difference between realizing a useful service versus one that is wasting everyone’s time. 

You can integrate ratings and reviews across all your marketing platforms, especially if you have provider profiles. A 5-star ranking system evaluating the telehealth services gives the consumers chances to provide feedback in an organized manner. The ranking system is more visual than comments so they are a quick way to market services using patients’ feedback. These ratings and reviews are material for case studies, commercials, white papers, and other marketing materials. 

Since telehealth seems to be on an ever-growing path, marketers can use the insight to one-up the competition as the field grows. You can diversify your approach based on how patients access their virtual healthcare. Using reviews and ratings can help you target your audience and convert more leads into telehealth patients. 

If ratings and reviews are an issue you’d like some help with, I have some tools and practices I can recommend to help you make the most of your online reputation. Send me a note to connect!