content marketing

Why on Earth Would an RE Review Google and Yahoo?

By Griffin Jones

Did I miswrite the title of this blog post? Aren't reproductive endocrinologists reviewed on Google and other search engines, not the other way around?

If you believe in content marketing, it's because you've seen results from it. If you've seen results from content marketing, then you likely agree with Gary Vaynerchuk when he says that every company is a media company.

Your fertility center is a media company. This is the thesis of the free e-book, Digital Marketing for Fertility Centers. Content marketing works because it engages, educates, or entertains people. 

The issue of IVF coverage as part of employee compensation is a hot-topic issue for many professional women, especially in silicon valley. Hot issues invite commentary. Most fertility centers will leave this commentary to CNBC, CNN, the Huffington Post...you know, the media companies.

But you're a media company too, remember? People find and choose your practice online because of the connection they form with you. Content builds connections. This is a simple assignment for you, as an RE, to baby-step your fertility clinic into a small media company.

Take a look at all of the benefits offered by different  companies in the US and Canada. This message board may give you a head start. Just do a little bit of research to make sure the information is correct. You can rate companies from your own experience, you can interview company representatives, or you can simply add your take to the latest news article on the subject. You can record video or  write a blog post; this is just an assignment. The habits toward a much greater shift from fertility center to media company/fertility center are what enable your practice to grow in the Digital Age. 

28 Scathing Words for REs Across Fertility Center Reviews

By Griffin Jones

If you are a reproductive endocrinologist (RE), you don't have an easy job. I don't mention this to state the obvious, nor flatter you, nor am I referring to surgical talent, study, or training.

It's heir-apparent that one of the most difficult aspects of the role of an RE is serving a population under enormous emotional and mental stress, who are often financially burdened, subject to unfair social pressure, all within great deal of outcome-uncertainty.

I chose to make the wordcloud from the 28 most common negative adjectives used, those that were each used in five or more reviews.

I chose to make the wordcloud from the 28 most common negative adjectives used, those that were each used in five or more reviews.

When the fragility of this accord is overwhelmed, the RE's public image often suffers in the form of negative online reviews. I'm not referring to recurring themes across several reviews that really help us understand the personality of a doctor before meeting him or her. If twelve different reviewers use the word "arrogant" to describe you, then you're arrogant. If it's common enough, then it's true that perception is reality.

I'm concerned when an RE's message is interpreted in a completely different way than it was intended. It's bad for the practice, and above all, so many of you have told me how it really upsets you. I have begun a project to comprehensively analyze RE and fertility clinic reviews, to establish a resource of actions that lead to the highest possible level of patient satisfaction.

This second phase of this project is an in-depth analysis I did of 130 RE reviews on ratemds.com. I formed several key anecdotal observations, but I was most interested in aggregating a set of data for you.  So I focused only on the negative adjectives used to describe REs and their staff. I skipped over those reviews where no adjectives were used. Each adjective counted only once per review, regardless of how many times it was used. The final tally included:

  • 130 REs 
  • 349 reviews
  • 119 different adjectives

As you can see from the word cloud above, the word "rude" was the most common adjective used. In fact, it appeared in 91 different reviews. The data is important because it frames how certain experiences are later recounted to a much broader audience on the web. Understanding the language of dissatisfied patients provides insight to the interactions that lead to their expression of frustration.

Equally, analyzing the language of positive reviews is just as important. Will those words be the exact opposites of the most common negative adjectives, or will others be used? More importantly, the feedback of delighted patients is the compass for the growth of the practice. Comparing the languages of delighted patients and of aggrieved patients will help us form a support-guide for maximizing patient delight and improving staff and physician morale. I expect to have the positive review word cloud done for you by Thanksgiving (2015).

If you would like the raw data from this report, I will be happy to send you the spreadsheet. Just e-mail me at griffin@fertilitybridge.com or leave a comment below.

If you'd like a little further explanation of the data, you can watch my video post here: