UPFRONT | Columnist BUSINESS TALK Google dares us to do better I The inherent fear of negative reviews BY DR. ANTHONY J. LOMBARDI, DC n our world of patient/client ser-vices, perception can become their reality. For instance, when I write an article for this publica-tion many of our readers can view it online and comment, question, or give their opinion to my article. This feedback is not feared because in most cases its a professional interaction about a current topic. However, when we receive a negative patient review on social media, it could be due to an oversight, a miscommunication or an overreaction to something that hap-pened during their visit. Nonetheless -it is significant! It is important be-cause it meant something to them. That, in and of itself is a good reason to fear negative patient reviews. appreciate it), and we make sure they reviews happen. When you receive a negative review, are aware of the passcode to our free-wifi service. Then, I proceed to do my here’s what you should do: very best to give them the best assess-• Respond promptly and be respect-ful. ment and treatment visit they have ever had. I pay special attention to be en-• Admit your mistakes gaged. I make eye contact. I ensure the • Correct inaccuracies patient can experience objective differ-• Highlight your strengths ences which demonstrate measurables • Write in words everyone can under-stand that even they can see and feel. The treatment involves what they need, • Provide compensation if it’s appli-cable. whether it is a combination of elec-troacupuncture with manual soft tissue I find it helpful to use the 4 A’s when and joint release, or something more responding to a negative review: simplified. I make certain that they Awareness, Acceptance, Apology, understand their homework: what ex-Atonement. Let the patietn know that ercises they should do and demonstrate you are Aware of what they are un-them or watch them do it correctly happy with; Accept and validate that before leaving. I walk them to the front, their experience should have been a they book their next appointment and better one; Apologize for missing the The VIP effect mark; and Atoneme by making an leave through their own “VIP” exit. Negative patient reviews are definitely Since doing this, I have never been honest peace offering to demonstrate undesirable but there is a huge upside in eminent danger of receiving a nega-you value them. to the threat of receiving them. For me, tive review. One thing that has helped it has elevated my patient/client/cus-me execute this is -working less. Since When are negative reviews a tomer care to another dimension. The June 2020 I reduced my hours from 42 good thing? prospect of Google reviews combined to 30 hours per week. I take two days Sometimes you will come across prac-with COVID-19 has transformed my off per week plus Sunday. The reduc-titioners who have over 300, 400, 500 patient reviews and a 5-star approach into treating every patient tion has allowed me to be like they are a VIP customer, and why well-rested and I am raring The propect of rating. This can raise a red flag not? There is no longer a waiting room to go and brimming with Google reviews because objective readers who combined with come across such perfect re-so patients no longer feel like a number excitement. COVID-19 has views also know that nobody is at the deli counter. They come in at an appointment time especially for them Review, review transformed perfect and you cannot possibly and are escorted into a pre-sanitized Review expert Khalid Saleh, my approach please everyone. So as long as room where every seat and surface has says that 56% of people will into treating you are not complacent and are been attended to -even the waste paper read 2-6 online reviews be-every patient continually trying your very best -you won’t likely need to basket has been refreshed. It’s as if they fore making a consumer like a VIP are VIP at The Four Seasons and this choice. 90% of people con-customer, and worr y. On another note, amazingly room is theirs. For example: Everyone sult online reviews before why not? this is my 10th year writing for receives free parking. When they enter making a purchase and 88% the room we ask if they wish for the trust online reviews as much as receiv-this publication. My first column was lights to be dimmed (headache, neck ing a recommendation from a trusted in July/August 2011! I wanted to take a pain, and concussion patients friend. Sometimes however, negative few lines to thank the readership and the editors of this magazine for allow-ing me to write about my passion. I’m ANTHONY LOMBARDI, DC, is a private consultant to athletes in the NFL, CFL and NHL, and founder of the Hamilton Back Clinic, a multidisciplinary clinic. He teaches his fundamental EXSTORE Assessment System and looking forward to many more! practice building workshops to various health professionals. For more information, visit www.exstore.ca. July/August 2021 Chiropractic and Naturopathic Doctor 9 www.Cndoctor.ca
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