{"id":2101,"date":"2021-12-27T20:55:19","date_gmt":"2021-12-27T20:55:19","guid":{"rendered":"https:\/\/www.tntdental.com\/blog\/?p=2101"},"modified":"2021-12-27T20:55:19","modified_gmt":"2021-12-27T20:55:19","slug":"wsj-reports-how-consumers-really-use-online-reviews","status":"publish","type":"post","link":"https:\/\/www.tntdental.com\/blog\/wsj-reports-how-consumers-really-use-online-reviews\/","title":{"rendered":"WSJ Reports: How Consumers Really Use Online Reviews"},"content":{"rendered":"
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\"\"As you might remember from the \u201cWhy Your Online Reputation Matters<\/a>\u201d article, online reviews are key to converting website viewers into patients. When you can capitalize on your patients\u2019 positive experiences with your practice and take their testimonials to tell their story (all for a minimal cost!), it resonates with new and prospective patients.<\/p>\n

So, naturally, you\u2019d think the icing on the cake would be a slew of five-star reviews on your Google My Business or Facebook page, right? Not so fast, according to the latest findings in the Wall Street Journal. In their \u201cHow Consumers Really Use Online Reviews<\/a>\u201d article, they discovered some surprising facts on how readers interpret reviews and disseminate what\u2019s too good to be true.
\n<\/p>\n<\/div>\n

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How 4 Stars > 5 Stars<\/h2>\n

\"\"You\u2019d be inclined to think if a product \u2013 or in your instance, a dental practice \u2013 has nothing but five-star reviews, people would be lining up to join the \u201cclub.\u201d But in a study by Boston University\u2019s Assistant Professor of Marketing, Daniella Kupor, she found that moderately rated four-star reviews deviating from the rest clicked with consumers more so than all glowing, five-star reviews.<\/p>\n

Turns out, consumers want authenticity in their reviews. They want to know someone is shooting straight with them, even if it\u2019s a bit more tempered than the rest of the crowd noise. Kupor said, \u201cWe are more likely to be persuaded by reviews that deviate from the norm because these deviatory reviews are believed to be more thoughtful, and thus more accurate.\u201d These kinds of four-star reviews are typically more persuasive to the intended audience.<\/p>\n<\/div>\n

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Getting a Boost from Mobile Reviews<\/h2>\n

\"\"We\u2019re all used to reading reviews from our mobile devices, but do you think about how those reviews are written? Long gone are the days of sitting at your computer keyboard to write out a long-form review for a business or product. More and more users\/patients are writing their reviews from their cellphones or tablets, and it\u2019s making an impact!<\/p>\n

It\u2019s all in readers\u2019 ability to discern the effort taken into typing on a keyboard versus on a mobile device. According to a study by Professor Lauren Grewal at Dartmouth University, when reviews are designated as \u201cvia mobile,\u201d people give more credence to what is being said because it\u2019s typically seen as more thoughtful. \u201cWhen things are seen as more effortful, they typically are seen as being higher quality, and in this case, it increased the perceived credibility of the review,\u201d says Prof. Grewal.<\/p>\n

The bottom line for your practice \u2013 when you\u2019re asking your patients for reviews, encourage them to submit their reviews from a mobile device! It might help seal the deal for prospective patients down the road.<\/p>\n<\/div>\n

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Building Trust in Mistakes<\/h2>\n

\"\"Think about the reviews you\u2019ve read \u2013 are you more likely to be persuaded by the person who got it right from the get-go, or turned to this product or business to help resolve a previous issue from elsewhere? When someone admits they made a mistake, readers perceive that as a takeaway and lesson learned not to go down that road again.<\/p>\n

So, if someone admits in your review they started out with a competitor who didn\u2019t quite get their treatment right and came to your practice to get it fixed, bump up those reviews \u2013 don\u2019t hide them! Those \u201cmistakes\u201d from others might sway the reader looking for their next dentist and convince them you can not only take care of them from the start but also solve any issues they might have along the way.<\/p>\n<\/div>\n

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Turn a Negative into a Positive<\/h2>\n

\"\"No business wants one-star reviews. But, if that happens, make sure to do your part and respond to the review personally. If you hide it, then prospective patients think you might have something else to hide. According to a study by Assistant Professor of Marketing Thomas Allard at Nanyang Technological University, \u201c\u2026people tend to have a positive response, especially when the reviews are followed by a very personalized response from the company.\u201d<\/p>\n

And when you\u2019re responding, make sure to give your own name or that of your staff in your responses. That way, you humanize your practice, and readers don\u2019t see it as some faceless business.<\/p>\n<\/div>\n

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Everyone Loves a Story<\/h2>\n

\"\"You could think the KISS technique \u2013 \u201ckeep it simple, stupid\u201d \u2013 might make the most sense for a review. Readers get the information they need in the most concise way possible. But, in an analysis of over 190,000 consumer reviews, Assistant Professor of Narratology Tom van Laer found that telling a good story makes a review more compelling.<\/p>\n

When a reader navigates a story within a review, they associate positive feelings towards that brand. Your takeaway \u2013 think of your patients\u2019 experience in terms of a story, with a \u201cclear beginning, middle, and end,\u201d said van Laer. That way, when you ask your patients for a review, they might be more compelled to share their experience as a story.<\/p>\n

So, in the world of online reviews, it\u2019s clear not all reviews are equal\u2026and what you thought might work early on might not actually be the case. You know the key to success in recruiting new patients is through your existing ones, but just remember, embrace the nuance of reviews to help grow your patient base.<\/p>\n<\/div>\n

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If you\u2019re looking for ways to engage your existing patients and help encourage them to write reviews for you, or if you need help in managing your current online reviews, give our experts at TNT Dental a call! We can help you decipher when that negative review needs to be highlighted and how you can help your reviewers tell a story.<\/p>\n<\/div>\n

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About The Author<\/h2>\n

Tim Kelley is one of the founders of TNT Dental, the #1 creator of custom websites and marketing strategies for dentists. Recognized as a leading expert in helping dental practices grow, Tim is passionate about harnessing the power of online marketing to attract and keep new patients. If there is anything Tim can do to help you, please do not hesitate to contact him directly at the office, (877) 868-4932, on his cell, (972) 989-9137, or via email at tim@tntdental.com<\/a>. Of course, you can always visit www.TNTDental.com<\/a> to learn more.<\/p>\n

Need Help Growing Your Practice in 2022?
\nReach Out to Tim<\/span><\/a><\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

As you might remember from the \u201cWhy Your Online Reputation Matters\u201d article, online reviews are key to converting website viewers into patients. When you can capitalize on your patients\u2019 positive experiences with your practice and take their testimonials to tell their story (all for a minimal cost!), it resonates with new and prospective patients. 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When you can capitalize on your patients\u2019 positive experiences with your practice and take their testimonials to tell their story (all for a minimal cost!), it resonates with new and prospective patients. 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