Getting More of the Good and Dealing with the Bad
In part one, we offered an introduction to online reviews, including why online reviews matter so much to the success of your veterinary practice.
As a reminder… online reviews can affect your veterinary practice’s reputation, how high you show up in online search results, your ability to attract new clients, and your practice’s bottom line.
Considering that over 90% of consumers read online reviews, it’s more important than ever to “take the reins” and use online reviews to your advantage.
Here’s how…
How To Ethically Solicit Good Reviews for Your Veterinary Practice
Keep it simple.
Your clients are busy, so the easier you make it to leave a review, the more likely they are to do it.
Try placing links to review sites on your website or social media.
Automate the process.
Consider sending automated follow-up emails (or even text messages, which are gaining in popularity as a communication tool for businesses) for well patient visits.
In the message, you can include links to review sites—or even an invitation to leave a review, so long as your invitation follows the rules (some review sites don’t allow you to ask clients for reviews, while others do).
Maximize your use of positive reviews.
Frame and display them in your lobby, use them as quotes on your website, or share them on social media.
Follow up on ALL reviews.
Positive reviews deserve a response just as much as negative reviews do.
In fact, responding to positive reviews can help bond those happy clients to your practice and show future clients that you are attentive and caring.
Thank clients who leave reviews.
If a client goes out of their way to leave you a glowing review, a phone call or thank you card is a quick but effective way to let that client know you appreciate them.
In some cases, it may be appropriate to offer a small thank you gift, such as a bag of treats for their pet. Just be sure to follow the review site’s guidelines for gifts—and use the gift is an unexpected “thank you” after the fact, not as an incentive offered in exchange for a review.
As you can imagine, angry or dissatisfied clients are far more likely than happy clients to take time out of their busy day to leave a review…
Fortunately, you can combat this issue by using the above strategies to acquire more good reviews.
That way, a couple of negative reviews here and there will seem less relevant.
How do you deal with bad reviews?
A bad online review may feel like a punch to the gut—especially if it’s very accusatory or a WRITTEN IN ALL CAPS angry review.
To make matters worse, it can affect new clients’ perceptions of your veterinary practice.
Don’t worry, though… it happens to everyone.
Here are a few tips to help you deal with those inevitable negative reviews…
Take a deep breath.
An emotional, knee-jerk response never helps…
Don’t respond until you’ve had a chance to not only investigate the facts, but answer from a calmer frame of mind.
Determine if the review is legit.
Mistakes happen, and sometimes clients of a different veterinary clinic may mistakenly leave a review on your site. Or, a fake review could come from a disgruntled ex-employee or someone else with their own agenda.
If you’ve determined that the review is false (from someone who isn’t a client), communicate that fact politely in response, then contact the platform or directory and request they remove the review.
Go on a fact-finding mission.
If the review is, in fact, from someone who visited your clinic…
Talk to your team, do some research, and figure out what actually happened.
Look at this as an opportunity to grow.
Sometimes, negative reviews are invaluable opportunities to improve your practice’s communications, customer service, or quality of care. In that regard, a negative review could be a blessing in disguise.
Try to contact the client.
Whether the review was accurate or not, it’s often a good idea to call the client as soon as possible—within 24 hours is a good rule of thumb to diffuse the situation.
Express your concern for the wellbeing of their pet. Listen with empathy, even if their review made you angry. Sometimes, just being listened to will help an angry client calm down.
If appropriate, take measures to make the situation right with the client.
Some people are impossible to please…
On the other hand, some clients will be perfectly happy if you try to make amends.
If the situation seems to be resolved, give the client an opportunity to update or remove the review themselves—and if they don’t do so in a few days, it’s usually okay to politely ask (check on their pet’s wellbeing when you contact the client, too).
Respond to the online review if it’s not removed.
If you haven’t been able to reach the client, write that you hope they will contact you so you can learn more and help to resolve the situation.
If you have contacted them, mention that you were glad you were able to resolve the situation (if applicable) and express your good wishes for their pet.
Always be kind and helpful.
It may be tempting to defend yourself or get into an argument…
But taking the high road and focusing on your sympathy for the client’s pet will leave the impression that you’re professional and caring—something future clients will notice since they’ll read your response along with the original review.
Good rules of thumb…
Always be authentic and caring in your communications, and let your love of pets shine through.
Craft a unique response to each review, rather than using a “cookie-cutter” phrase that’s exactly the same each time.
Respect each client’s privacy, even if their negative review is inaccurate. Revealing personal information (like names or their pet’s medical history) could land you in hot water.
If all of this seems overwhelming, you’re not alone…
Many veterinary practices consult with marketing professionals to help them with online reviews and communications. You may find this option saves you a ton of time, and helps you effectively accomplish your goals so your practice can thrive.
Written by: Dr. Tammy Powell, DVM
