WHY PATIENT TESTIMONIALS MATTER?
A healthcare marketing journey : Episode 4
Who can be the best salesperson of your service than a happy patient himself? The power of word-of-mouth is often underestimated. Patient Testimonials can be a great tool of marketing by acting as a referral engine, and as a means to build trust among prospective patients. And the best part about this is, testimonials are not going to cost you. It is the most organic way of marketing. Testimonials can also help the healthcare firm to understand in what ways they have benefited the patients and ways to improve their services.
Story-telling is an indispensable part of content marketing, and testimonials can make great stories. And anyone can feel connected to the stories of real-life patients easily. When you present testimonials in the form of stories, it garners excellent attention and sends out a positive message to the prospective patients.
Figure out ways to transform the patient’s experience into an engaging story with story elements like introduction, conflict and climax. A testimonial should offer more than just anecdotes, and it can be effective only when it is genuine. The authenticity of patient testimonial matters the most because an unauthentic story will end up being counterproductive.
A convincing testimonial should not only deal with the medical condition of the patient but also should explain how the firm was able to help overcome the problem through their practices. It should have a piece of brief information about the patient. When people can relate to the patient in the testimonial, you have already persuaded them to choose your service. Consider getting signed releases to use their testimonials across online platforms.
The testimonial has to be specific in addressing what the issue is and how the practices helped to overcome the problem. A vague testimonial will not convince the prospective patients as they do not have a clear picture of what value you can add to them. Video testimonials are more effective than textual testimonials.
Anyone will be happy to share their story. So, start by asking long-term patients to give testimonials explaining their stories and how you helped them. A patient will not have an idea to provide a well-structured testimony so, you have to provide the patients with proper guidelines and assist them throughout the process.
Make sure that they address questions like
● What made them choose you over your competitors,
● What they liked the most about your service
● How the services offered by you have benefited them
Approach the patients who have put out positive things about your services in social media.
Testimonials drastically help in bringing new patients and retaining the patients who have already offered your service. When people can resonate with the story of the testimonial, you are not just another healthcare firm, and you become a reliable resource where they can turn to when the need arises.
So let’s start story telling !!!!
Adithya is the host for the Branding and Patient Experience Summit for Doctors
He is the creative lead for this summit. Adithya has worked on several market research studies with doctors across India. Being an operations guy wants to explore and learn new things always.
www.krea.in , www.krux108.com,www.krux108.com/branding4doctors/
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