Online Reviews: Your Veterinary Practice-Part 2
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
An Introduction: Online Reviews and Your Veterinary Practice
Nowadays, many people search online for local businesses before deciding where they’d like to spend their money—and yes, that includes searching for a veterinarian or veterinary practice.
You’ve probably done this yourself when searching for a specific type of restaurant, hotel, dentist, hairstylist, etc…
Have you ever been more inclined to use a business because of a good review—or avoided it because of a bad review?
Well, your potential clients think the same way when it comes to finding a veterinarian…
How much do online reviews matter?
Research indicates that over 90% of consumers read online reviews, and nearly as many incorporate those reviews into their purchase decisions.
Star rating is the number one factor used to judge a business, and 40% of consumers form an opinion about a business by reading just 1-3 reviews online.
This is especially relevant to the Millennial generation—the largest pet-owning population in the U.S.—who are very likely to do online research before choosing a veterinary practice.
In short, all of this means that 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.
So yes—online reviews are VERY important.
Where do online reviews live?
When we say online reviews, that could include a large number of different online platforms where consumers post reviews of products, services, and businesses.
However, there are a few places where you may want to focus your attention since they are the most commonly used platforms…
Google.
When it comes to online reviews, Google is HUGE.
Not only is it one of the most commonly used platforms for reviews, it’s also connected to other modalities such as Google Maps and general online searches.
So even if a pet owner just wants to find your website or get directions to your clinic, there’s a good chance your Google reviews will pop up and be prominent on the page.
Facebook.
This includes “official” reviews, as well as social media posts made by clients on your page or on their own pages.
Yelp.
Whether you love Yelp or hate it, there’s no denying that Yelp pages often feature prominently in online search results.
Other review sites like Angie’s List.
Online directories such as Yahoo Local, InsiderPages, SuperPages, YellowPages, and more.
The Better Business Bureau.
Your own website.
How do you ethically obtain good online reviews?
So, you recognize that online reviews are important to your veterinary practice… but how do you obtain more good reviews in an ethical way?
When we say “ethical,” that basically means the reviews must be genuine, honest, and unbiased—and there are rules in place to help enforce this.
This is important because violation of the rules can result in stiff financial or even legal penalties.
If you fail to follow the rules, you may be in violation of not only the platform’s policies, but also in violation of the Federal Trade Commission (FTC) rules.
Penalties may include a serious plummet in your rankings (Yelp will even add a Consumer Alert warning about your business on their site), removal of reviews, and significant financial penalties.
All of this is in place to ensure reviews stay as honest and unbiased as possible.
To stay on the right side of the rules, here are some things NOT to do…
Don’t “incentivize” reviews—in other words, don’t offer your clients a payment or other reward in exchange for an online review.
Don’t place undue pressure on clients to write reviews.
Don’t pay third parties to write reviews.
Don’t flood review sites with biased reviews from yourself, your employees, or family and friends.
Don’t leave negative reviews for your competitors.
Don’t remove reviews.
If you feel a review is inaccurate or fake, contact the platform to discuss removal.
Stay up to date on the rules, and keep in mind that different sites may have different rules.
For example, at the time of this writing, Yelp is more strict than other review sites when it comes to asking your clients for reviews—it’s against their policies altogether.
Where should I start?
Obviously, there’s a lot to keep up with here…
To simplify the task at hand, focus on these things initially…
Claim all of your online business listings, like Google My Business, your business’s Yelp page, and online directories.
Keep all information up to date, including your location and hours of operation.
Focus on the “big ticket” review sites first and foremost—especially Google, Facebook, and Yelp.
Include reviews on your own website—it’s the only place you have total control over what content you include.
When in doubt, stay on the conservative side of the rules for asking your clients for reviews, to ensure you’re in compliance.
Next week, we’ll have more specific tips for you in terms of how to gather good reviews.
We’ll also cover a topic that’s surely on your mind—that is, how to deal with negative reviews…
Stay tuned for part 2 of this very important topic!
Helpful statistics for online reviews:
https://www.vendasta.com/blog/50-stats-you-need-to-know-about-online-reviews
Written by: Dr. Tammy Powell, DVM
How To Make Your Veterinary Practice Part of the Community
By now, you may have a location in mind for where you want to open your own veterinary practice.
In addition to strategic reasons for choosing your location, it’s important to think about the community you’ll be a part of.
Maybe you already live in the area and know exactly what to expect in terms of clientele and local pet events.
Or, maybe you’re a new arrival and are eager to learn as much as possible about the community.
Either way, here are some things to consider that could help your practice thrive and become a household name among local pet owners…
Partner With Local Businesses
A good way to become part of the local pet network is to get out there and meet your “neighbors”—that is, other owners of pet-centric businesses in your neighborhood, town, or city.
This could mean…
Pet groomers.
Boutique pet gift and supply shops.
Boarding facilities.
Pet trainers.
Rescue groups or shelters.
Other veterinarians, especially with complimentary services like acupuncture, exotics, and specialty or emergency services.
Of course, you’ll resonate with some of these business owners’ pet care and business philosophies more than others.
But you won’t know which ones are a good match until you make the effort to meet them.
When you find colleagues with whom you’d like to partner, think about setting up a mutual referral program.
For example, if your clients ask about a groomer, you can tell them about the pet salon you recommend—and tell them to mention you referred them, for a discount (pre-arranged with the pet grooming salon’s owner, of course).
And vice versa, the groomer could refer new clients to you if they notice allergic dermatitis, ear infections, anal gland issues, or other concerns during grooming.
Set Up a Charity Effort
This may be a little bit of a challenge at the beginning when you’re trying to get your business up and running and cash flow is tight.
But even small efforts or funds could be helpful to start. It’s all about goodwill and showing how much you care about pets.
Plus, on tough days, it may make you smile to think about a good deed that’s not directly tied to the ups and downs in your appointment schedule.
One example of charity is a small donation to a local animal shelter or rescue group.
You can fund this yourself. But also consider having a collection jar on the counter where clients check out. That way, clients who feel inclined to do so can help with your charity effort.
During social distancing and curbside service, this may look a little different, of course…
Instead of a physical donation jar, you could include a checkout prompt that asks clients if they would like to donate—the same way many grocery stores have an option to leave $1 or more for charity when you pay with a credit card.
Teach Pet Owners About Local Pet Care Interests
While some pet health concerns are universal, such as obesity, others may have a higher or lower risk depending on climate and other location-based factors.
Different parts of the country face different pet health issues and concerns, including specific types of parasites and infectious diseases.
For example, if you live in a warm, humid climate that sees fleas year-round and has a high prevalence of heartworm disease, that’s something to talk to your clients about.
You could also include factors such as tick-borne diseases, heatstroke, certain fungal infections, foxtail plants, emergency-preparedness for hurricanes, and other weather-related and outdoor factors.
This is a good opportunity to use technology, too. Look for data from sites such as CAPC or the CDC. Some even have interactive maps and other visual tools you can show to clients.
In addition to talking to clients during an appointment, consider writing blog posts and sending out a newsletter with seasonal, local information, to keep your clients informed.
Social media is also a great place to share this sort of information.
Include fun local information, too! Your clients may enjoy hearing local news about pet events, charity drives from other pet organizations, and more.
Go To (Or Host) a Pet Event
“Pet events” could include many different things, such as…
Meetup groups for dog walkers.
Charity or fundraising events.
Pets in costume Halloween parades and contests.
Informative talks for pet parents on things like emergency preparedness or nutrition.
Puppy or kitten socialization classes.
Local sporting events where businesses can set up booths.
Farmers’ markets.
Pet adoption events.
In the time of quarantine and social distancing, this may also include virtual events.
See what works best for you. Since your days will be busy, try to choose events that are fun for you—so you can have a great time and renew your energy while allowing pet owners to get to know the real you and how much you love animals.
Written by: Dr. Tammy Powell, DVM
Portable Equine X-Ray Generators: What’s Better, Plug In Or Battery Powered?
Plug-In Or Battery Powered?
As an equine practitioner, many of your daily practice needs are different from those of your small animal colleagues.
Maybe you meet your patients where they are, in a barn or on a farm call. Or, even if you have a facility that allows for equine visits and hospitalization, you may still need portable equipment to bring with you into a stall.
So, which type of portable generator is best for you: plug-in or battery-powered? Here are some things to consider…
Benefits of Battery Powered Portable Equine Generators
One obvious advantage is that a battery-powered generator may be easier to use out in the field, for the simple fact that you’re “wireless” and thus not dependent on a power outlet. This may be especially helpful in situations where power outlets are not immediately accessible, during power outages in inclement weather, or in some barns or other locations where the power supply may be less consistent.
The lack of a cord also allows for simpler mobility during use. There’s no need to untangle a cord and no possibility of tripping over the wire at any point during the procedure.
Benefits of Plug-In Portable Equine Generators
The most common reason for equine practitioners to choose a plug-in generator is probably this: They don’t want the battery to run out!
Nowadays, there are battery-powered generators available that have long battery life. However, depending on how many hours you’re out, a battery may or may not meet your needs. Or, a team member may forget to charge it between shifts. Also, some practitioners note that battery life may decrease over time—and that the batteries of an x-ray generator can be very expensive to replace.
Additional considerations mentioned by some veterinarians are that plug-in generators may weigh less than battery-powered units. Also, plug-in units may cost less on average. There are variations in weight and equipment cost from model to model, though.
Other Considerations
Different brands and models may offer different price points, battery/equipment expected lifespan and other important differences. Doing research before a purchase is crucial.
This includes talking to the company, as well as speaking to colleagues for recommendations (ask companies for referrals to other practitioners in your area who use the equipment or ask around in online forums or in-person events).
In addition to the equipment itself, you’ll also want to consider things like warranty, ongoing costs (repair and service costs, and image storage costs for digital), integration with any of your current equipment (for example, if you already have a plate), ease of use, durability in rugged conditions or temperature extremes, and whether 24/7 live technical support is available.
With all this in mind, different veterinarians may have different preferences—there’s no one size fits all in terms of plug-in versus battery-powered portable equine generators, or in terms of a particular brand and model that are best for everyone.
So be sure to do your research and gather feedback from colleagues, but also think about what will work best for your own preferences and individual practice needs.
Written by: Dr. Tammy Powell, DVM