Just when you think you’ve finally gotten your head around why you need to be on social media (because it’s one of the most cost-effective ways to reach new patients and engage with current ones in case you need the reminder), and what you need to be doing on Facebook and Twitter (sharing, educating, interacting with followers, etc.), the rules go and change again.
That’s right, social media is evolving yet again, and it’s imperative for you to keep up with the times by putting your best foot forward with social customer service.
So, what is social customer service? Consider it like a marriage – the joining together of social media and customer service (without the tax benefits). It’s a perfect union. Not only are your patients able to ‘Like’ you on Facebook, but now they’re encouraged to share everything they may dislike about you as well. Oh, and the offspring of this perfect union?
Your online reputation.
Still not convinced this might be a marriage made in heaven? According to a McKinsey study, companies that improve their customer experience from average to ‘wow’ can see a 30-50% improvement in key measures (that means more happy customers, many of which will then share their positive experience online).
What You’ll Find in this Article
In this article we’ll explain what social customer service means for your practice, who should be in charge of responding to online reviews at your office and offer a few tips to craft responses that are HIPAA compliant and will save you from pulling out your hair.
The State of Social Customer Service and Reviews
Worldwide, there are nearly 2 billion active users on Facebook including 1.28 billion who log in daily and spend an average of 35 minutes on the social platform. Twitter, although significantly smaller than Facebook, has 328 million users. According to Social Bakers, more than 80% of customer service requests on social are happening on Twitter.
Whether you like it or not, Facebook encourages your patients to make recommendations and leave online reviews. Just like visiting an online dating site to connect with a potential partner (15%+ of all singles do this nowadays), your potential patients are actually doing something very similar by researching your practice peeking around on Healthgrades, Vitals, RateMDs, Yelp and Google before they even book their first appointment. Heck, once you’ve been on your first ‘date’, more often than not, patients are discussing how things went to their friends and even rating the experience online, especially on Facebook and Twitter. If you’re really unlucky, they’ll even tell their distant relatives about the experience (these are the typical online physician review sites you know and love).