Storytelling Patient Testimonials That Sell

The key to success in any business is to have some understanding of psychology that allows you to match your products and services to a buyers emotional need.

Human behavior, at it's roots, is driven by pain avoidance and the desire to increase pleasure. It's the basic trigger upon which all other actions are based. And what is the #1 way to most clearly communicate the pain/pleasure journey and outcome?

Stories.

Humans "buy" stories, because, as you probably already know, people make their buying decisions with EMOTION. Stories put people inside of the experience in a relatable way. They work much better than simple data or list of features. Feature lists are how you sell commoditized products and if you're doing that, you're only competing on price which is eroding your margins and profits. 

Gerard Zaltman, the author of How Customers Think: Essential Insights into the Mind of the Market found that 95% of cognition happens outside of our conscious brain and inside our subconscious, emotional brain.

Telling stories activates parts of the brain associated with sight, sound, taste, and movement. They make us feel an experience without directly experiencing it. They literally transport us into the world of the story and light up our emotional brains, which is where we make our decision whether to buy or not. 

Then question then is: whose story do you tell?

There are any number of options here.

First off, you can tell your story, and by your story I mean you as a clinician... there are big benefits with this in that almost any story engenders the knowing, liking, and trusting that leads to patients feeling comfortable buying from you.

Second, you can tell the patient's story.  Here, you could talk directly to the patient going through a common experience, with just the right combination of specific details and vagueness so they can fill in the details for themselves. 

Third, you can tell the future patient's story.  By this, I mean the story they’ll be telling after they’ve benefited from your service.  This is called “future pacing” and the trick with it is to make it feel as real as anything that’s already happened or is currently happening to them.

But all of these stories come with a price. You've got to produce them all, or have others produce them for you. THAT is the beauty of patient testimonials and reviews, you're enlisting your happy patients to help sell these short stories to others in the form of "reviews".

Benefits of Patient Testimonials for a Medical Practice

As John D. Rockefeller said, "I'd rather earn 1% off 100 men's effort than 100% of my own efforts". Organizing and promoting your patients reviews can add significant growth and traction for your clinic. Your existing patient's 'reach and network' dwarfs your own. That's why it's critical to get your patients working for you. It's the "word of mouth" Holy Grail, but it doesn't build itself, you're doing to have to facilitate it.

It's all about social proof.

Professor of psychology and bestselling author of Influence: The Psychology of persuasion, Robert Cialdini says “If you can get people who are similar to the person you’re trying to persuade to speak on your behalf, it’s a lot easier for you than if you have to try to hammer your message one more time into a reticent mind.”

Human beings are social creatures. We look to others to determine what actions we should take.

If you're ready to follow Rockefeller and organize your patients to help grow your clinic, you're going to want to help them tell stories and add recommendations and reviews. You can either push that boulder up the hill yourself, or you can use tools that make it easy.

Our suggestion is that you take a look at the special offer from Podium, and then you get to work helping your patients tell stories that grow your clinic's new patient bookings.

Podium: 5 Questions To Ask Patients For More Powerful Testimonials

Want better patient reviews? Check out this this special offer for Members from Podium.

Most cosmetic clinics, and now almost every medical practice, asks for patient reviews and testimonials. Make sure they're powerful by asking the right questions.

You're asking for testimonials, and if you follow up and pester your patients you're getting them.

However, there's a problem that most clinics have. The testimonials you're getting are powerless.

Testimonials are really just very short stories, and that's how you should be treating them. But if you look at your testimonials they come across as just pablum. These milquetoast testimonials are what you're left with if you don't understand how to ask the questions that allow your patients to give you memorable and powerful endorsements, and that start's with how you ask.

We're going to pump up your testimonials but helping you ask the right questions, in the right way.

5 questions to get a powerful patient testimonial:

1. What was your main concern about buying this treatment?
2. What was the result of buying this treatment?
3. What specific result did you like most about this treatment?
4. What are 3 other benefits of this treatment?
5. Would you recommend this treatment to your friends? If so, why?

You'll also want to follow up with : Is there anything you'd like to add?

Note: you'll change "treatment" to a specific service: Botox, Restylane, liposuction, etc. Specific is good. There's no need to shy away from saying "buy" or "bought" or "purchased". Many of the concerns that your testimonials will directly address will be about "buying", 

Also, make sure that you're ask about the objections and concerns that the patient overcame to buy. It's critical information that both elevates your testimonial and helps you identify concerns that you can address with your marketing and consultations.

Why these 5 questions work

Let's take a look at why we want to ask each of these 5 questions.

1. What was your main concern about buying this treatment.

You're going to ask this question because no matter how popular or safe a treatment ins, in the patient's mind there's always a concern. It could be money, time, pain, outcome, or almost anything. It could be all of those.

When you ask this question it brings out those concerns, and it goes further. When the patient searches her memory to think through what may have been a deal-breaker, they'll come up with a number of things that you may not have considered to be relevant before.

There is always a concern. So, when the patient brings up this concern it presents an angle that's unique, personal, and dramatic. A concern that other patients will relate to directly.

2. What was the result of buying this treatment?

You want to ask this question to show how the obstacle or concern was overcome. When a patient answers this question, she talks about why the treatment was worth it despite the concerns.

3. What specific result did you like most about this treatment?

Here's where we start digging deeper. "Specific" is the key word. If you ask a patient to focus on the benefits of the treatment they'll provide a vague 'overview' type of answer that may be nice, but it won't move anyone. That's why you want to focus on a single result that the patient liked most. This brings out the one feature and the patient will be much more explicit

4. What are 3 other benefits of this treatment?

Since you already asked about the primary benefit from the treatment, now you can go a little wider, adding color to whatever else the patient liked about her results. 

Depending upon the treatment you can substitute any number, 2 or 1, or even eliminate the number completely, but the number does make it easier for your patient to try and address the question. It let's her focus on a limited number of factors and ranks them for you in what the patient found most useful.

5. Would you recommend this treatment? If so, why?

Psychologically this question is important. When a patient makes a recommendation an they are personally tied to it, there's more at stake for them. This ties to the way that they think about their own integrity. Unless the patient feels strongly they won't be forward about recommending it, and when she does recommend it, she communicates clearly to perspective patients, "Hey! I recommend this and here are the reasons why!"

Bonus: Is there anything you'd like to add?

Most of the testimonial has already been addressed but here's where you may catch something that the patient overlooked or thought differently about. There's never any harm in picking up a few last tidbits after the first questions have got the patient thinking. Occasionally you'll find that this last answer is where you really illicit something great.

Using testimonials to discover and address patients objections

The way that we're looking at constructing testimonials brings us to the reason behind the methodology; the testimonial actually answers the buying objections. When we ask the patient, "What was the obstacle that would have prevented you from buying this treatment?",  the "obstacle" the customer brings up is going to be the concerns that we'll address in our marketing and consultations.

We should plan our testimonials to directly defuse each objection

Let's just take filler injections; Restylane, Juvederm, etc. If you talk to the average potential patient you'll hear any number of objections:

• It's too expensive. / I'll get stuck on an expensive treatment program forever.
• I'm afraid of needles and pain.
• I can get it cheaper somewhere else.

Let's assume that these are the three main objections. If you're asking the questions above, what are the testimonials that you capture going to say?

• I thought it was too expensive, but (here's why it was worth it).
• I'm afraid of needles, but (here's what happened and why I'm not afraid now).
• I thought about getting it cheaper somewhere else, but (here's what I found).

Each testimonial is a mirror image of each objection

You may know it's coming. You may have heard it often before and addressed it early in your marketing materials and sales copy, but new patients get a third-party perspective when they see your current patients defusing their objections in your testimonials.

A third party is always far more believable to your potential customers, and because each of these testimonials is linked directly to an objection, it systematically reduces the risk. 

How do I control the testimonial?

You may want to try and exercise control of your testimonials or give guidance to drive patients towards specific outcomes. You may want to talk about your length of time performing fillers, you education, or awards, but your patient may want to talk about price. So how do you control what your patient says?

Er... you don't.

You're part is constructing the questions. If you're doing this correctly you don't need to control the responses or the process. But that doesn't mean that you can't exert some influence on the direction that those responses take.

Start with the key objections you know you need to address

When you reach out to the patient. Ask her if cost, pain, or results were one of her big objections. If she says yes, follow up to find out the specifics. But if she says no, and mentions a completely different issue, follow up and run that objection to ground.

For example, a patient may say, "A friend had it done and it didn't look natural."

That feedback reveals an objection you hadn't considered, and it may be an objection that you haven't been addressing yet.

Examine it carefully, but you many decide that the new objection isn't worth pursuing and you can't use it. No problem. If that's your decision there will always be more patients who get the angle you're going for.

This process will extract the exact buying objections and testimonials that will help you defuse key objections. The result is that the testimonial is going to do some real grunt work for you in overcoming the fears and objections of the patients you're marketing to.

Get believable testimonials that are complex and detailed

Testimonials are among your most powerful sales and marketing tools simply because they come from patients, not you. They're told from the patients view point, about their concerns, and the results that they achieved. When a patient produces a testimonial that is rich in detail and emotion, and is believable it's done it's job.

---

SPECIAL OFFER FOR MEMBERS

If you think you need better patient reviews,
you do.

Protect your reputation. Get new patients. Save $1,227

Podium special offer for Medical Spa MD members.

• No Podium setup fee: Save $300
• 10% off of your account forever: Save $30/month - $360/year
• Free training for you and your team: Save $597

Here's what other clinics are saying about Podium:

“First and foremost, Podium has helped generate more reviews for our practice. That increase in reviews has steadily translated into more patients.”

— Dr. Josh Wyatt

“Within about 20 seconds we can get a review invite out to them. It couldn’t be simpler.”

— Dr. Chad Ellis

Refuting Negative Online Reviews

Protecting your medical spa, personal, and professional reputation online can be damn near impossible.

With internet marketing opportunities on the rise, today's aesthetic clinicians are faced with a "double edge sword". One side, if you don't advertise yourself on the internet you have less of a chance to gain presence and new business over your competitors. The other side of the blade is that you are opening yourself and your practice up to negative comments and reviews.

While patients do have a right to exercise The First Amendment, what we really find in our industry is that positive reviews don't come freely. Seldom does a "customer" of a business post how wonderful a place is or what a great experience they had. Typically, rave reviews are solicited by the business encouraging their customers to post reviews if they are "happy". Whereas, someone who is disgruntled in some sort of way has no apprehension whatsoever in posting their views on the internet.

With many sites not requiring the identity of the poster to be verified, this opens up the "Wild West", so-to-speak, for anyone to post anything he or she desires. This also includes your competitors who can acquire an email address with any vendor, then post anonymous false reviews of you and your practice.

How can you combat this? First, you have to be diligent in canvassing your reputation on the web. You have a choice to let the comments go, or research them to see if you can determine who they are so you can have the opportunity to correct the review (if it is a legitimate complaint). You can also report the review to the posting internet site with a clear description of why you believe the post should be removed. However, there is no guarantee you will even receive a response.

Many social media marketing gurus state that all positive reviews on a business tends to make the consumer think something is a little fishy with the business, so one bad review can add to the business's authenticity. Take book reviews on Amazon for example. I know I read through them all, good and bad, then make my decision. After reading a few, you get a general idea of what reviews are just "out there" (i.e., insults, poor language, obscenities, etc.) and which ones are more reliable and genuine.

David Goldberg, M.D., J.D. has written an excellent article for Dermatology Times entitled "Physicians have limited recourse against online defamation". This is a must read article for any clinician!

From the post:

There are known instances of dentists being accused online by their competitors of being child molesters. Similarly, laudatory online comments can be written by the physician himself.

One way to try to work around such frivolous online statements is to have patients sign a waiver that has them promise, in case they are not happy with their care, that they will not post online comments to that effect. The way such contracts are enforceable is as follows.

In general, websites acting as platforms for outside commentary are not liable for defamation suits. They are, according to North Carolina neurosurgeon/attorney Jeffrey Segal, M.D., J.D., subject to copyright laws. Waivers can be written to assign copyright to the treating physician. If the treating physician asks the patient to sign such a "copyright" waiver, the physician can claim ownership of any anonymous review of the practice and demand that such an online review then be removed. There are now examples of website posts removing such deleterious copyrighted comments.

Needless to say, not all patients will agree to sign such a waiver. Some may feel such waivers are simply "gag orders." The reality is that disgruntled patients are free to speak with family, friends, other physicians, lawyers, hospital peer review committees or credentialing committees. There are many appropriate places where patients can express their views.

This guest post is written by Paula D. Young RN, author of Advanced IPL & Laser Training For Non-Physicians and co-owner of Young Medical Spa in Center Valley PA.

Submit a guest post and be heard.

Medical Spa Testimonials & Referrals

Third-party  and patient endorsements are a fantast way to provide credibility for your Medical Spa.

(Read what Medical Spa MD Members have to say about us.)

Patient testimonials, third-party reviews and endorsements, media coverage these can all differentiate your medical spa, plastic surgery, or cosmetic dermatology practice and convince potential patients to give your clinic a shot.

Medical spa marketing along with search engine optimization (SEO), pay per click (ppc) and even select direct mail can put your cosmetic practice in front of more potential patients, but real patient testimonials can provide the base level of ‘trust’ that initiates a first phone call.

Smart medical spas, plastic surgeons, and cosmetic dermatologists utilize these three third party validations:

Existing Real Patient Testimonials: (You’ve seen this if you’re not already doing it.) Prominent display of your patients saying nice things about you. Most of these are either not real, or they’re anonymous, diminishing their effectiveness. Video can be especially effective.

Trust Through Association: The reason that you’ll put your FACS, ASAPS, AAD, or ASDS logo on your site is to build patient trust. It works. Of course, these associations are completely restricted and very protective of their turf, leading to less restrictive medical associations who want to gain credibility. The reason MAPA was formed was to add some legitimacy to a group of non-core physicians. These associations are always pay to play.

Third Party Endorsements and Validations: Botox ‘premier providers’ is an example of third party endorsement as are others that are run by medical service companies. (If Medical Spa MD links to your site it’s a third party endorsement.) Interestingly, third party endorsements actually have a more favorable impact than association endorsements since the third party is often more ‘relevant’ to the initiation of a financial transaction.

Receiving these kinds of accolades or promotions from prominent third-party players is valuable, it validates your efforts and provides potential patients a level of instant comfort that you’ve already been checked out and are validated.

Subtle changes to the way you’re handling your patient testimonials and third party endorsements can produce dramatic effects, especially online, where the majority of patients are now searching for information.

Medical Spa MDs tested strategies for piling up and using real patient endorsements:

Seek out the places your patients are, starting with your existing medical spa or cosmetic practice. Smart thinking with your marketing tactics can reach far out into the community and gain the endorsements of prominent businesses and individuals.

Identify and select third-party recognition programs from high profile physician-respected sites like MedicalSpaMD.com or medical associations you may qualify to join

Prepare legal and media write-ups: The media only runs two types of story; we found something good and, we found out something we thought was good, was really bad. Uncover the ways to build this kind of content that you can use on your own site, and share with you local media outlets.

Write strong cosmetic medical and human interest content with nice visuals: If your Thermage or breast augmentation before and after pictures look amateurish, you’re losing paying patients. Learn how to make your before and after photos consistent and attractive.

Give patient testimonials prominent placement: If you don’t have your patients smiling photo, full name, and a stellar testimonial, you’re less effective that you could be. Learn how to get patient testimonials that are truthful, candid, and really work.

Testimonials produce long-lasting, latent patient traffic increases, not temporary spikes: Effective third party endorsements and real patient testimonials work and drive patient flow, but not overnight.

If you’re not yet using real patient testimonials and prominent third party endorsements to drive patient flow, start now, your medial spa, cosmetic dermatology clinic, or plastic surgery practice will thank you.

---

Medical Spa MD Members get a Podium patient review marketing account and save $1,257

Protect your reputation. Get new patients. Medical Spa MD Members receive a special, full service Podium account that includes: no setup fee (save $300), a 10% discount forever (save $330/year) and on-demand patient review marketing training for your entire staff ($597 value).  This offer is not available anywhere else.

Medical Spa MD: The 6 best ways to earn and use patient testimonials, associations, and third party endorsements.

Patient testimonials, third-party reviews and endorsements, media coverage... these can all differentiate your medical spa, plastic surgery, or cosmetic dermatology practice and convince potential patients to give your clinic a shot.

While search engine marketing (SEO), pay per click (ppc) and direct mail can put your practice in front of potential patients, third party patient testimonials can provide the needed level of ‘trust building’ to initiate a first contact.

The three types of third party validation for medical spas, plastic surgeons, and cosmetic dermatologists:

Direct Patient Testimonials: You’ve seen this if you’re not already doing it. Prominent display of your patients saying nice things about you.

Trust Through Association: The reason that you’ll put your FACS, ASAPS, AAD, or ASDS logo on your site is to build patient trust. It works. Of course, theses associations are completely restricted and very protective of their turf, leading to less restrictive medical associations who want to gain credibility. The reason MAPA was formed was to add some legitimacy to a group of non-core physicians. These associations are always pay to play.

Third Party Endorsements and Validations: Botox ‘premier providers’ is an example of third party endorsement as are others that are run by medical service companies. (If Medical Spa MD links to your medical spa it’s a third party endorsement.) Interestingly, third party endorsements actually have a more favorable impact than association endorsements since the third party is often more ‘relevant’ to the initiation of a financial transaction.

When you receive these kinds of accolades or promotions from prominent third-party players, if validates what you’re doing and provides the potential patient you’re marketing to a level of instant comfort that you’ve already been checked out and are the ‘real deal’.

Subtle changes to the way you’re handling your patient testimonials and third party endorsements can produce dramatic effects, especially online, where the majority of patients are now searching for information.

Medical Spa MD: Quick strategies for piling up and using patient endorsements

Target the places your patients already are: First and most importantly is your existing medical spa or cosmetic practice but you’ll be able to reach far out into the community and gain the endorsements of other prominent businesses and individuals

Identify third-party recognition programs: These are most often paid inclusion but there are ways to get these types of third party endorsements for free, or at reduced cost.

Prepare legal and media write-ups: The media only runs two types of story; we found something good and, we found out something we thought was good, was really bad. Uncover the ways to build this kind of content that you can use on your own site, and share with you local media outlets.

Provide ready-made strong human interest and strong visuals: Patients and the media love photos. If your fractional laser resurfacing before and after pictures suck, you’re losing traffic and paying patients. Learn how to manage your photos and make them more than just snapshots.

Give patient testimonials prominent placement: If you don’t have your patients smiling photo, full name, and a stellar testimonial, you’re less effective that you could be. Learn how to get patient testimonials that are truthful, candid, and really work. Read these testimonials from Medical Spa MD Members touting the benfits of belonging to the best cosmetic medicla commuity on the web.

Look for latent patient traffic, not spikes, from these techniques: The effective use of third party endorsements and patient testimonials work and drive patient flow, but it’s not a technique that provides an instant boost. It’s begins a trend and compounds over time.

If you’re not using patient testimonials and third party endorsements to drive patient flow, start now, your medial spa, cosmetic dermatology clinic, or plastic surgery practice will benefit far into the future.

And of course Medical Spa MD uses testimonials too. Read these testimonials from Medical Spa MD Members:

Mitchell Chasin, MD: Reflections Center for Skin & Body, Livingston NJ

Medical Spa MD helps us to stay focused on the details that make the difference between a thriving practice and one that is languishing in this sagging economy.

Medical Spa MD is an important resource that I recommend to anyone who wants to understand the trends and stay connected to the ever changing aesthetic community.

Paula D. Young RN: Young Medical Spa, Allentown - Lehigh Valley, PA

To really know what's going on in the aesthetic business you MUST join Medical Spa MD! Nowhere else can you find the information crucial to your success in this ever changing arena. From the classified ads section, to the professional community forum discussion threads, to real equipment reviews by aesthetic professionals. I especially value the articles on marketing and the community forum discussions on therapy management like melasma, fillers, laser lipolysis, and skin resurfacing. Medical Spa MD keeps me on my toes as a medical spa owner, marketer, and nurse!

Susan J. DeGuide, MD: Inovamed, Rockford IL

I found Medical Spa MD several months ago and immediately added it to my “Favorites” list. I check the site several times a week to look through the new posts. I enjoy learning about new technology, expanding my knowledge of the technology I already own, and knowing that I’m giving the best available care. I would not buy a new piece of equipment now without first consulting Medical Spa MD.

Ronald Berglund, Former Medical Spa Franchisee. Sybaritic, Inc.

...we no longer feel like we are "all by ourselves" out there. There are a myriad of challenges involved with operating a successful and profitable medical spa, including marketing, sales, operations and procedures, clinical, human resources, regulatory and legal. Another huge issue for everyone is choosing the best equipment for the price. With the help of the "medical spa equipment for sale" feature I have been able to sell several pieces of used equipment. Trying to use E-Bay and other Internet-based options was a nightmare.

Jeffery E. Epstein MD: Founder Medical Aesthetic Practice Association
& Cherry Hill Laser & Skin Care Center

When we look back on the early 21st century with regards to Cosmetic Medicine, we will think of R. Rox Anderson, The Carruthers and we will think of Medical Spa MD. By providing this platform (Medical Spa MD), Jeff Barson has done more to advance Cosmetic Medicine than Anderson and the Carruthers combined. There has been a paradigm change in the cosmetic medical world and it can be directly attributed to Medical Spa MD!