Now more than ever, across every profession, we all have a brand. And dentists are no different; every dentist needs to build his or her brand online. But what goes into dentist personal branding, and building a good online reputation for your practice? Here are three simple steps to build and manage a good online reputation.
Step One: Assess Your Reputation And Your Dentist Brand
You'll need to determine the overall state of your dentist personal brand before you can form a reputation management strategy. Believe it or not, this is as simple as putting your name, and the name of your practice, into search engines and seeing what results they return. Look through the links and see what patients and others are saying about you.
Make a point to read these closely, especially critical reviews that are polite instead of abusive. They may point out problems with staff or equipment that you may be unaware of.
Especially worth noting is any reviews that may be online about your practice, and what other content, such as news article, rate the highest. Check the reviews and see what the critic has to say, negative or positive. Also, if your practice has an official website, see where it ranks in your overall search results. If it's beneath reviews and articles, you may need to engage in some work to put your site at the top.
Step Two: Respond and Repair Your Dental Professional Brand
The next step is to simply begin replying to reviews and comments. There's many reasons to do this, but there are two core ones that are the most important.
First, clear, polite responses to reviews, positive or negative, establish that you're paying attention and that you're concerned with how your practice is represented, which should be central to any dentist's brand. Potential patients want to see that out of their dentist: Would you go to somebody who didn't care how his or her patients felt?
Secondly, a review that is let stand without a response generally is seen as having more credibility. This is especially problematic with slanderous or hostile reviews; causal browsers are more likely to take those at face value.
Once you've managed to reply to your reviews, and possibly removed reviews that aren't truthful or are excessively abusive, the final step is both the simplest and the hardest: Keep up your practice the same way you'd keep up a patient's teeth.
Step Three: Monitor Your Dentist's Reputation
Once you've done this work, you'll need to stay on top of your search results to ensure that no review or comment slips past about your practice without you reading it.
This is important simply because even one bad review can ding your reputation, and it's important to contain that damage to your online reputation. Furthermore, by quickly replying to polite but negative reviews, and acting to remove abusive or deliberately damaging reviews, you can keep demonstrating the overall care you take with your practice. A dentist who works to make problems right and cares about what his patients have to say is a dentist who will keep a practice in a community for a long, long time.
If you need help with your dental practice's reputation management, speak with ReputationDefender. We've got software to help you evaluate, repair, and monitor your dentist's online reputation with ease. The Internet can define you if you let it; control that definition with ReputationDefender.