Deploying Social Proof on Your Healthcare Marketing Channels

Leverage testimonials in your healthcare marketing

By Geoffrey Cooling

In a recent article I spoke about social proof or testimonials in healthcare marketing strategy. I think we can agree that they have great power to sway people during the purchase decision. With that clearly in mind perhaps you should consider deploying them. I believe that you can deploy them across traditional and non traditional marketing channels.

Whilst video testimonials appear to be the most powerful, at least in online channels. I believe that in your news media advertising you should include a testimonial in the copy. Preferably with a picture of the happy referee. You should make it obvious and separate it slightly from the call to action. This allows it some prominence and the photo and slightly different typeset should draw the eye. I think the visual cue of the picture will add authenticity and encourage self identification for the viewer.

The deployment of media rich testimonials on your online healthcare marketing is relatively simple. So you should not stop at staid testimonial pages or testimonial boxes on your pages. You should include video testimonials, you should use them in several parts of your website. It stems back to what we are trying to achieve, we are trying to allay anxiety in the purchase decision. Therefore we could consider differing testimonials on different parts of your site. Testimonials that answer differing anxieties. A testimonial for your service and care on your home page.

A testimonial for the efficacy of the instruments you fitted on your instrument list page perhaps. Consider what fear you are trying to allay, what anxiety you are trying to reduce. In this manner we can deploy testimonials that are strategic in manner. The Video testimonials themselves need to be filmed with a good quality camcorder. However I differ with the beliefs of others when it comes to production values. I do not think they need Hollywood production values or scripting.

In fact if they are presented in that manner my belief is that they may well be seen as too slick and ignored as staged or worse fake. I do feel it is important to discuss the the outline structure of things that could be said with your willing Patient. However I think you then need to let the Patient say it in their own way and their own time. Leave the mistakes and the laughter in. I feel that this type of testimonial may be the most powerful. Simply because it is obviously honest and from the heart.



What is your take on testimonials? Do you think high production values or not? If you are deploying testimonials I would love your feedback on how you think they are doing.



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About Geoffrey Cooling

my name is Geoffrey Cooling and I am the author here at Just Audiology Stuff. I have been involved in the Hearing Healthcare Profession for several years now. I initially worked as a Hearing Healthcare Professional for a large national retailer in Ireland.

After several years in Practice I was approached to work for a manufacturer, where I was employed for five years. I am now the Co Founder of a business called Audiology Engine. We design websites, undertake content marketing and generally look after everything digital for audiological practices. I am also a contributor to many hearing profession periodicals and websites.

I have written two commercially available books, The Little Book of Hearing Aids which is written for hearing aid consumers and Audiology Marketing in a Digital World which is written for Audiology Practice Owners. They are both available in Paperback and Kindle versions on Amazon. I also write for consumers on the website Hearing Aid Know, which is a website with the mission of demystifying hearing aids, their types and their technology.

I have a great interest in commercial strategy as it applies to Healthcare in general and specifically to Hearing Healthcare. I also have a great interest in the psychology of sales and human interaction. I have been involved with social media for some time, both personally and professionally. I find the engagement and discourse on some social media channels fascinating.

I instituted social media strategy for the company I worked for as an experiment. That experiment soon spread throughout the company and I am proud to say that the company is probably one of the most active in the industry. I would like to point out that all views, opinions and thoughts here are mine own. Unless of course they have been planted by the pod people, you just can’t take your eyes off the pod people. Those views do not necessarily reflect upon any views or opinions held by my employer, if I ever get another one.

I think that our industry is in the middle of a time of huge change, I think that the change will be forced by both internal and external pressure. I think that private Independent Healthcare Practices will have to be smart and lithe of feet in order to meet these changes. I hope that some of my blatherings are of benefit to those Practices, Independent Hearing Healthcare Practices need to survive. I believe that if that occurs it will be of real benefit to Patients.

I hope that I, and my writings will play a small part in their continued success.

Let me know what you think