We recently discussed the importance of veterinary client reviews and the ways in which Pennington Animal Hospital has worked to ethically encourage them from their satisfied and long-term clients. Positive veterinary reviews have played a large role in keeping the practice’s good name online. In this post, we will continue that discussion by looking at what the hospital does to manage their veterinary online reputation once a review has been posted.
Pennington Animal Hospital: A Local Success Story, Part II
Pennington Animal Hospital was founded in 1992 by Drs. Harry and Wendelyn Pennington. The veterinary hospital in Huntsville, Alabama was the first in the county to address the unique needs of felines. However, there are now many animal hospitals in the Huntsville area. To keep up with local competition, the doctors have included a “How Did We Do?” online veterinary review section on their custom veterinary website. By ethically encouraging online veterinary reviews, Pennington Animal Hospital now ranks as a 4.4-star practice on Google and has higher visibility when included in local search results.
Responding to Negative – and Positive – Online Veterinary Reviews
Yes, you should do both. No, you shouldn’t approach them in the same way. Pennington Animal Hospital has utilized veterinary online reputation management (ORM) strategies to have both satisfied and dissatisfied clients feel acknowledged.
Responding to positive veterinary reviews lets the client – and the world – know that you care about your clients and appreciate them using their time to promote your good name. Responses should be thankful and personalized in nature.
- Example: A client gave Pennington a five-star Google rating and commented: “Dr. Harry and Dr. Wendy are always compassionate and professional.” Instead of smiling at the computer screen and internally thanking the client for the excellent review, a response was posted: “Wow! Thanks so much for the five stars! It’s customer loyalty like yours that not only warms our hearts; but also, keeps us in business! Thank you so much for your glowing review. You and your family are part of ours. See you soon!”
Responding to negative online veterinary reviews lets the client – and the world – know that you want to rectify the situation if at all possible and are sorry the client feels so dissatisfied. Responses should be apologetic, direct, and not personal in nature. You don’t want to divulge personal information publicly online, especially when a client is upset. You also want to provide them a direct course of action, typically a name and phone number, to begin working towards a resolution.
- Example: When a client gave Pennington Animal Hospital a one-star rating and a very harmful review, the response was not angry or combative. Instead, it read, in part: “I am deeply sorry you had a bad experience at our hospital. As veterinarians and animal caregivers, we have a commitment to protect the health and welfare of all animals, and our only concern is for the health and well-being of your beloved companion.” The response was personalized and heartfelt without mentioning any specific details about the disputed situation.
Establish A Preemptive Approach to Your Veterinary ORM
Don’t wait until you’ve already responded to a bad online review to seek the help of veterinary reputation management experts! Collaborate with the veterinary marketing specialists at VetNetwork, as Pennington Animal Hospital did, to become partners in assuring that prospective clients see your practice in a positive light. Bad reviews, and your responses to them, can cause long-lasting damage to your good name. We offer a variety of affordable reputation management packages to meet your unique needs, expectations, and budget! Call us today at (800) 564-4215 or contact us online.