It’s no secret that these days, most prospective patients begin their journey with online searches through patient testimonials in the form of online reviews on a variety of websites. Launching a testimonial campaign for your organization puts you in your control of your story, builds consumer trust and boosts the reputation of your providers and your network. It can also feel like an overwhelming can of worms and be a daunting task to source your talent, coordinate schedules, and craft a compelling story that will engage your target audience.
Whether you have the resources to work with an agency partner or you’re tackling this project internally, keeping these 4 tips in mind will help produce an impactful testimonial.
- Establish where you need to build business before sourcing patient experiences.
It’s crucial to make sure the patient you’re highlighting is in line with where you’re trying to drive the business, regardless of how great an individual’s story may be. Patient stories that are compelling and impactful but fall outside of where your priorities are, are better suited for use in newsletters, internal communication or social media.
- Manage patient expectations and keep the goal of getting a compelling story at the forefront of your thoughts.
We always suggest keeping things open ended when talking to potential participants and refraining from over-promising until you’re truly able to evaluate the comfort level of the talent and content of their story. Managing the expectations upfront with the patient will keep them from leaving disappointed should their story turn out to not be a fit.
- Make it personal!
Don’t let the limitations you may face with filming prevent you from incorporating an element of personalization into the story. For example, if there has been a particular care provider who has had an impact on their care, if possible, work them into the story to showcase the relationship and bond. Personalization will not only help your patient feel more comfortable, the message will be more authentic, showing it’s about the patient and their experience.
- Don’t limit yourself to only using a testimonial in one channel.
It may not tell the complete story in every touch-point, but you should still take advantage of the variety of verticals available to share your testimonials. Create an integrated campaign that is inclusive of video, print, digital, outdoor and radio. If possible, showcase a full story on a landing page or within your website and use that as a call to action on your placements to drive traffic and develop a more engaged audience with the individual’s story.
If you highlight a patient with a great story, who has experience with more than one service line – you instantly get more bang for your buck with connected care opportunities.
When developing Logansport Memorial Hospital’s Building Better Health campaign, we weighed these tips heavily throughout production. The subtle personalization shown in Brandy’s and Oliver’s stories below, naturally paints a picture for the audience of what their experience with Logansport could be like.
When you work with an agency partner, this process will be more seamless and the effort from your internal team will be minimal. Ready to take your testimonial campaign to the next level? Contact Jennifer Horton, VP Strategy at firstname.lastname@example.org or 812-253-6311.