marketing

Flipping People's Peanuts at MRSi 2017: Everything is changing, and it's just the beginning

By Griffin Jones
 

This is my third annual recap of the Midwest Reproductive Symposium international (MRSi) , so I'm going to have a little fun with this one. I don't feel like writing another list and I think there's a more valuable point I can convey to you. As of right now, MRSi holds the title for my favorite meeting in the field of reproductive health and I want to use it nudge other meetings to follow suit. I should be a fair judge, I go to almost all of them.

It certainly doesn't hurt that it's on Lake Michigan in Chicago in the summer time, and Dr. Angeline Beltsos knows how to incorporate an interesting theme. Those are pluses, but not enough to make a meeting my favorite. It's big enough to have a diverse range of programming and small enough to be very collaborative and social. People get to know each other and build meaningful relationships. I truly understand how important that is for the field. Louise Brown, the first baby ever born from IVF was a guest at the conference. As Louise put it,

"My parents were willing to advance science and try something that had never been done before because they felt their doctors were truly there for them."

These reasons not withstanding, do you know what I really think MRSi holds over our other meetings in the field? It's the most forward-looking.

Other meetings sometimes do a great job of exploring the latest science and the future prospects for assisted reproductive technologies, but they often stop there. I believe that's a mistake. Compared to some of the technologies that are being developed both inside and outside of our field right now, PGS looks about as complicated as tying a shoe.

A Change Gonna Come. Oh wait. It already did.

Several presentations detailed the incredible growth of technology across multiple facets of society, not just ART. My own talk was titled The Biggest Change Ever in Human Communication: the Tech Revolution and Our Patients. The title isn't hyperbole. I made the case that we are living through a bigger shift than that of the printing press, perhaps even greater than the written word itself. If you would like the slides from my presentation, I will be happy to e-mail them to you. Here's the punchline: the supercomputer in every one's hand, that we call a smartphone, has changed dating, parenting, conversation, and commerce, for us and our patients. We have hardly begun to adapt our operations accordingly. And this is only the beginning.

Bob Huff, Chief Information Officer of RMA of Texas, shared with us technology that is changing the way generalists refer patients, and even the way patients are diagnosed. Scientists have just created functioning mouse embryos through 3D printing

My co-speaker, Hannah Johnson, Operations Director of Vios Fertility, and I, had the pleasure to speak to the mental health professionals group as well as the practice administrators' Business Minds group. We desperately need more of this inter-disciplinary kind of discussion because entire industries are being radically and forcibly changed. You'll forgive me for not using the popular buzzword, "disrupted". I prefer to put it more bluntly. Large institutions and established companies are losing double digit market share or going out of business in periods of 12-36 months. How does that sound?

"We could be looking at widespread clinic closures within the next 5-10 years."--Hannah johnson

I don't want that for this field. I started my career in radio advertising. I watched wealthy and powerful stakeholders go bankrupt because they were comfortable or because they weren't willing to invest time, money, and energy to adapt. As Dr. Francisco Arredondo from RMA of Texas says, "we produce one new fertility specialist per 10 million people per year". A need of such titanic portions is one that is begging for more technological disruption.

how can we learn if every effort is required to produce a particular result?

Broad social and technological change isn't a frame of mind that we usually allow ourselves to explore at most of our regional meetings throughout the year, or even at ASRM. It's a bit more welcome at MRS to question the status quo, and test new platforms and processes, without the scrutiny of the exact result that any particular effort might produce at the given moment. Elizabeth Carr, the first baby born from IVF in the United States, is now a marketing data consultant who also spoke at the conference. "I wouldn't be standing before you today if my parents and their doctors weren't willing to try something that had never been done before."

Virtually every area of medicine and practice management is ready to be disrupted by technology. We can wait for pain, or we can put in the effort and patience required to adapt to these changes. MRSi is the first meeting in our field where we're starting to think and talk in these terms. I hope it serves as an example for the others.

 

6 Indispensable Numbers Your IVF Marketing is Doomed Without

By Griffin Jones

so...What can you do for me?

When a fertility doctor (or any business owner for that matter) hires a marketer, they very often want to know, to the dollar, what the results will be.

Imagine if I bragged, "My company will increase your new patient visits by 40%!" Would they know, even remotely to the number, what a 40% increase looks like? Would they know to what they could attribute the increase? I've found that the answer is almost always no, because in the fertility field, we rarely have the data we need to gauge the effectiveness of our marketing. Even less often is that data readily accessible. I called this The Biggest Marketing Challenge Facing Fertility Centers, back in 2016. Unfortunately, not much has changed.

We need to know certain Key Performance Indicators (KPI) to measure fertility practice growth

We need to know certain Key Performance Indicators (KPI) to measure fertility practice growth

Extreme Ownership

To be completely fair, incomplete or non-existent tracking of key performance indicators (KPI) is not  a phenomenon that is unique to fertility clinics, or even small healthcare practices. I've written about it at length in The Ultimate Guide to Fertility Marketing; many marketers complain that their clients don't track the volume and sourcing of their customers and revenue. How can one be held to a measure of success if we don't have enough (or any) measurements? Years ago, I decided to hone the focus of my marketing company to the field of fertility, because I needed to take extreme ownership of certain Indispensable Indicators. Collecting, reporting on, storing, and making decisions from these Indispensable Indicators are part of the Fertility Bridge Proven Process for Tracking Results.

6 Indispensable Indicators Every Fertility Center Needs To Know

  1. Leads
    1. The total number of phone inquiries, contact submissions, new appointment requests, new patient e-mails, webinar registrants, and seminar attendees who give their contact information to the IVF center.
  2. New Patient Visits
    1. The total number of appointments scheduled by new patients or returning patients starting new treatment.
  3. New Patient Sources
    1. All of the ways that new patients learned about the practice before scheduling their first appointment.
  4.  IVF cycles
    1. The total number of unique IVF cycles started or billed to a particular month.
  5. Conversion Rates
    1. The percentage of leads that become new patient visits and the percentage of new patient visits that go on to start IVF cycles.
  6. Gross Monthly Revenue

Indispensable Indicators in action

In the following example, watch how effective these figures make our decisions on patient recruitment. We have a year of data on IVF cycles, patient volume, and referral sourcing. At month 12, we feel comfortable making a shift in our marketing strategy. We decide to take half of the budget that we had spent on print advertising, and spend it on paid social media advertising. Why?

Instead of gambling on a hunch, we operate with data from our Indispensable Indicators.  Between months 12 and 15, we see a

  • 30% increase in new patient appointments.
  • 18% increase in new appointment requests submitted from visitors coming from social media
  • 50% increase in the number of patients who report coming to our practice after having seen us on social media

We had enough data to reasonably make this first marketing decision, and now we have even more data to make the next one.

is branding dead?

Instead of thinking in terms of practice development, we frequently view marketing as tit-for-tat; purchase x advertising, receive y result. There are plenty of lead-generation sites, agencies, and pay-per-click platforms from which we can buy leads. Sometimes it's prudent to buy appointments in these ways, it's just not business development.

One REI from a small U.S. market, who participated in a fertility marketing network asked me, "how do I know whether or not the patients they send would have come to me anyway?" 

We don't.

patient relations in fertility marketing

Until we have access to some kind of Orwellian brain-mapping technology, we'll never know all of the reasons that someone came to our practice. To think that we can account for every one of our team's achievements with six key performance indicators would be very short-sighted. In fact, it would be very limiting to the brand and long-term vision of the practice.

Rather than accomplish top-line marketing goals, our Indispensable Indicators measure the bottom-line of our marketing efforts. Without them, we spend time, money, and energy aimlessly. With them, we have real, specific, and measurable objectives to which we are accountable. At last, we can focus on the progress of our long-term strategy.

Not sure where to start with your Indispensable Indicators? In my next blog post, I outline the steps of the Fertility Bridge Proven Process for Tracking Results! In the meantime, click below to read Chapter 1 (Defining Marketing Strategy) of my absolutely free e-book, The Ultimate Guide to Fertility Marketing.

New Research: IVF success impacts fertility clinic reviews. But how much?

By Griffin Jones

I wish I could say that this new research provides us with all of the answers we've sought, but I think we're left with new questions. That's fine by me, I find it encouraging. We've talked about reproductive endocrinologist (RE) and fertility center reviews, and the psychology behind them. This new data helps us understand how success of treatment impacts the rating of a fertility clinic or fertility doctor review.

Success of ART cycles largely predicts whether an infertility patient will leave a positive or negative infertility clinic review.

Success of ART cycles largely predicts whether an infertility patient will leave a positive or negative infertility clinic review.

The best possible patient ratings are necessary for the growth of the practice. Studies show that among those who sought online physician ratings in 2013, 35 percent reported selecting a physician based on good ratings and 37 percent had avoided a physician with bad ratings. Further studies reveal that the use of online reviews to select medical practices is rapidly increasing. In addition to the business benefit to the practice, many REs have told me how much they are troubled by negative accounts from patients.

Many of you observed that reviews are very often extremely positive or scathingly negative, with not too many in between. Some contend that reviews aren't based solely on success of treatment, but on many factors including bedside manor, helpfulness of staff, and accessibility. It turns out, both views are correct. From my analysis on both positive and negative reviews, it's clear that people are rating their interaction with the physician or staff. But when I saw so many REs with a three star average from polarized one and five star reviews, I wanted to examine the numbers.

In this phase of the project, I used Yelp as my source. This time, I chose to look at the reviews of practices, instead of individual physicians. Though it should be stated that the two are interchangeable. 

The analysis included:

  • 504 reviews
  • 67 practices
  • 40 metropolitan areas in the U.S. and Canada
60% of all positive IVF clinic reviews include the mention of a baby or pregnancy. 

60% of all positive IVF clinic reviews include the mention of a baby or pregnancy. 

I did not count neutral (three-star) reviews. Of the 504 reviews, 63% were positive and only 37% were negative. This seems to dispel the notion that people are more inclined to leave reviews when they have had a negative experience. Of 319 positive reviews, 286 were five-star ratings and 33 were four-star ratings. Of 185 negative reviews, 142 were one-star ratings and 43 were two-star ratings. This supports the idea that fertility reviews are more likely to be polarized. 

One observation that surprised me was the number of positive reviews that came from people who were said they were still in treatment. 14% of all positive reviews came from this group compared to only 7% of negative reviews. Those categorized under "other treatment" are those who were egg donors, undergoing surgery for reasons other than infertility, people who were having their eggs frozen, etc. When not considering those reviews from people still in treatment or other treatments, positive reviews were 350% more likely to mention a baby or pregnancy than to reference unsuccessful treatment or nothing at all. Negative reviews were 300% more likely to mention leaving the clinic without success than to make no mention at all or to reference a baby or pregnancy. 

With the recent analyses of positive and negative reviews, and with this phase of the project, we have some data to make further hypotheses. You're free to draw your own conclusions, but I'm left with the following lesson.

Fertility clinic reviews are stories. However, the stories are not about the RE or the fertility center. Rather, the physician and the practice are characters in the story. Looking at the patterns, only 2 % of positive reviews say that their treatment was unsuccessful and only 2 % of negative reviews mention a baby or pregnancy. If a patient is able to conceive using assisted reproductive technology (ART), the RE will most likely be cast as the hero of the story. It is far less likely that the patient will leave a positive review if their treatment was unsuccessful. The role of the hero won't be offered to you. Maybe that's okay.  Because most of the time, it appears that we can prevent you from being cast as the villain.

The most common word used to describe REs in negative reviews is "rude". As one very highly rated Illinois RE told me, "I can't imagine my colleagues would ever be deliberately rude. Yet, given the emotional state of the patient, they're perceived this way." Meanwhile, the most common adjective used to describe REs in positive reviews is "knowledgeable". No one can become board-certified in reproductive endocrinology and infertility without being knowledgeable. Still, it's only when the account is positive is this quality attributed to the physician. They appear to be character traits, decided by the author of the story.

63% of all negative fertility clinic reviews explicitly mention leaving the clinic without a baby or pregnancy.

63% of all negative fertility clinic reviews explicitly mention leaving the clinic without a baby or pregnancy.

Thankfully, the research does not seem to conclude that physicians and practices are doomed to receive negative reviews at a rate relative to unsuccessful ART cycles. There are dozens of REs and some fertility centers in the United States and Canada with very few to no negative reviews. At first look, their reviews follow the patterns above. To me, this suggests that for various reasons, the patients do not feel compelled to publicly project their frustration and emotional pain on to the practice after an unsuccessful treatment. I'm interested in investigating those reasons.

I believe that being able to identify those reasons and convert them into actionable habits will greatly improve the experience of the patient, and consequently spare the fertility center and the physician from public chastising. It would be injudicious to suggest that we can eliminate negative reviews entirely, but it seems we can certainly minimize them, and thereby reduce your number of sleepless nights.

We will continue our investigation of public patient feedback to identify the habits that lead to more positive patient reviews of REs and fertility clinics, ensuring sustained growth for the practice, and a better experience for the patient.

Use patient reviews to improve the patient experience and acquire "word of mouth referrals". Read chapter 2 of my absolutely free e-book, Digital Marketing for Fertility Centers: How to Use Digital Media to Attract New IVF Patients in 2016.

 

Top 7 Ways to Market Your Fertility Practice in 2016

By Griffin Jones

2015 was an interesting year for fertility centers. We saw big mergers in both the United States and Canada to watch large practices become extremely large practices. Meanwhile, other practices sold equity to team up with larger management firms while some reproductive endocrinologists (RE) opened their own clinics. That's no surprise; infertility treatment remains a high-growth category. The Society for Advanced Reproductive Technology (SART) numbers show an increase in ART cycles every year from 2003 to 2013 and we expect the 2014 and 2015 reports to follow the trend. I see a few possible scenarios in this increasingly competitive market for IVF patients:

SART reported a 6% increase in ART cycles from 2013 to 2012

SART reported a 6% increase in ART cycles from 2013 to 2012

  • You want to grow as an independent practice
  • You are an independent practice who has to defend market share from growing competitors
  • You can grow to have a higher valuation to sell equity to a management company
  • You are an equity firm who needs to increase fertility patients to return your investment in a practice group
  • You are a large practice group who would like to merge and acquire other fertility clinics

Whichever scenario best describes you, I generally believe that increasing market share is the best way to sustain your practice. The focus doesn't belong on converting consultations to IVF cycles, does it? From my research, patients are more likely to negatively review their practice when they feel rushed into a particular treatment option. Isn't it better if we can increase the number of consultations and let the number of IVF cycles increase by proxy? That way, according to patient feedback, you can properly manage patient expectations to provide the best possible care experience. That appears to be a virtuous cycle from which you will increase market share.

Additionally, increasing market share is a hedge against a recession. Personally, I like to be prepared for a recession, even when the economy is strong. I don't know if the next economic downturn will come in twenty weeks or twenty years, but if we're in business for long enough, we will experience one.  Increasing market share from competitors helps blunt the sting of the decline in the economy. Whatever your own reasons for growing your fertility center, these are the top 7 ways to market your fertility clinic in 2016.

  1. Invest in patient experience. Nothing exposes a faulty patient experience better than good fertility marketing. When patient delight is at its best, marketing is far more effective (and often cheaper). You may choose to hire someone like Reconceived to help you install a patient-centered culture or you might create your own system. Research shows us that patients increasingly choose their medical practices from online reviews. We can't delete online reviews from sites like Google, Yelp, Facebook, Ratemds, or Healthgrades, so minimizing negative experiences and getting the most from positive ones is paramount to growth.
  2. Respond to online reviews. The patient experience extends to the online world. Patient delight is part of the conversion cycle and delight requires interaction after treatment has ended. Sometimes people are displeased with their experience with your practice. That's okay. It's important to acknowledge these patients online because your audience consists of every prospective patient who factors that review into their decision-making process. This should be done very delicately, Read the six critical rules for responding to negative fertility reviews. You can also nurture your "word-of-mouth" referral network by responding to positive reviews. These are the patients that have taken time out of their day to promote your practice and increase your social proof. Thanking them rewards and encourages a culture around your practice.
  3. Post original content to Facebook This is a way for you to dabble in the world of content creation. You don't need to invest much at first. You can start with your iPhone. Selfies with the embryologists, a family-style photo with the nurses, and an RE with his birthday cake will almost always garner more engagement than rhetorical questions or links to studies. Above all, it will help to instill the habits of content creation in which everyone on your team can participate.
  4. Start using Instagram. Instagram is an absurdly powerful connection tool in the infertility community. We have to be even more cautious with how we use it because of HIPAA regulations, but I've identified seven powerful ways for fertility centers to attract new patients with this fiercely popular medium.
  5. Use online video. Don't skimp on your selection of a cinematographer. Good ones don't come cheap. I would hire someone at the caliber of John Paget in your market. In my experience, the most effective use of online video is for social proof. Rather than a scripted commercial, online video can capture the feelings, emotions, and concerns of your former patients. You will need HIPAA release authorizations, but through your social media channels, you can find several delighted former patients who will be willing to share their experiences. For someone who is considering your practice, the heartfelt validation of one of their peers may be enough for them to make their decision at that moment.
  6. Invest in inbound marketing software. I advise this with a word of caution. It's only worth spending the money on inbound marketing software if you are also ready to invest the resources and time into creating the content that the software is intended to manage. Integramed uses a system offered by SalesForce. I personally like the inbound marketing platform offered by Hubspot. Inbound marketing provides you with a system to follow to create content to meet your goals. For example, let's say your practice does 500 IVF cycles per year and you would like to increase that by 10% in 2016. You use the content management system to track where your leads are coming from, how to increase them, and how to improve conversions. Inbound marketing is the most proven form of marketing there has ever been. But you need to be able to first quantify your goals, and be willing to invest the resources to meet them.
  7. Optimize for mobile. Really, this item belongs on the 2010 list, but I still see many fertility centers whose websites are non-responsive to mobile. The problem is two-fold. First, new updates to Google's algorithm tend to lower the search ranking of those websites that aren't mobile friendly. The second is that you can look at your bounce rate in your Google Analytics account. Your bounce rate may be 30 to 50% higher than normal. This means the patient is leaving your site without interacting with it because the site doesn't look good on their iPhone. The data from Google (below) demonstrates that the majority of your web traffic likely comes from mobile and tablets as well.
A breakout of Google searches for IVF by device as of December, 2015. Only 35% of IVF searches come from desktop.

A breakout of Google searches for IVF by device as of December, 2015. Only 35% of IVF searches come from desktop.

By all indications, 2016 will follow the trend of increased competition among fertility clinics. Some practices will merge to become larger, some will sell equity to large management firms, and some REs will go off on there own to begin new practices. Whether you are looking to defend you own market share, or to grow across multiple markets, these are the top seven ways to market your fertility clinic in 2016. 

Take IVF cycles from your competitors this year. Read my absolutely free e-book, Digital Marketing for Fertility Centers: How to Use Digital Media to Acquire New IVF Patients in 2016.

The Sacred Scroll of Infertility: 8 reasons fertility clinics can't afford to ignore Instagram in 2016

By Griffin Jones

This is worth saying again. Instagram is an insanely powerful social media channel for fertility marketing. I don't say this because data proves that Instagram is the second largest social network in the world. Twitter and Linkedin are large social networks too, but I typically don't recommend that fertility clinics spend too much time with them. They just aren't places where people usually talk about children or the journey of infertility. Instagram is different. 

The #infertilitycommunity on Instagram is an extremely supportive peer-network. The content ranges from endearment to levity to humor to heartbreak.

The #infertilitycommunity on Instagram is an extremely supportive peer-network. The content ranges from endearment to levity to humor to heartbreak.

I talked about the 7 most powerful ways clinics can use Instagram for fertility marketing, but I think I understated what makes Instagram so important to individuals and couples coping with infertility. Fertility clinics can't afford to ignore Instagram because

  1. IVF patients are on Instagram. Research shows that 55% of women ages 18 to 29 and 28% of women ages 30 to 49 are active on Instagram.
  2. Instagram is a place for people to connect with others about their struggle with infertility. The #infertility and #ttc (trying to conceive) hashtags account for over 110,000 and 329,000 posts, respectively. 
  3. Infertility bloggers and podcasters use Instagram as one of their primary avenues to promote their content and engage their audiences.
  4. People create Instagram accounts for the singular reason of infertility. I wish I had a way of quantifying this for you, but if you browse through the #ttccommunity, you will find that most of the accounts include keywords like journey, ttc, waiting, baby, PCOS, etc. 
  5. Instagram is a scroll of the infertility language. Do you know what DH, AF, BFP, and BFN mean? They do. If you don't (I didn't), RESOLVE has a great dictionary of the infertility language
  6. Instagram is the second largest social media channel in the world. Ok, that does count for something.
  7. Parents post baby pictures on Instagram. Do they ever.
  8. Instagram is a referral source. There is no re-posting in Instagram, instead people tag their friends in the comment of a photo if they want their friend to see it. Example: If you post a picture of your amazing nurses on Instagram, this may offer the opportunity for a delighted former patient to tag a friend of hers to see the photo of her amazing care team. 

Instagram is such a critical tool for IVF marketing because it draws so much attention from the infertility community. It is a support network that offers humor, encouragement, counsel, and companionship. Fertility centers can use this social media platform to attract new IVF patients if they can provide the value that people struggling with infertility are looking for on Instagram.

If you want to use Instagram and other social media to attract more infertility patients, read Chapter 3 of my free e-book, Digital Marketing for Fertility Centers: How to Use Digital Media to Acquire New IVF Patients in 2016. 

The Future of Content Marketing for Fertility Centers

By Griffin Jones

I've mentioned before that every fertility center is, in fact, a media company. This thesis should inform your fertility clinic's entire content marketing strategy. First, let's define content marketing as the process of creating and curating relevant and valuable content. So how do we know what's relevant and valuable? We have to reverse-engineer the attention of couples and individuals struggling with infertility.

Sites like the Huffington Post produce some of the most popular infertility content on the internet. I believe that the future of content marketing for fertility centers will look more like this.

Sites like the Huffington Post produce some of the most popular infertility content on the internet. I believe that the future of content marketing for fertility centers will look more like this.

Do people experiencing infertility pay attention to clinical information and FAQs on a fertility clinic's website? Of course. But this educational content represents only one segment of the patient's attention. Generally, this attention-segment is the only one that fertility centers compete for. Other fertility centers are your competition with respect to the services you offer. But when it comes to the attention of your prospective patient, your competitors are people like the Huffington Post.

For example, this post about how fertility is especially painful at the holidays, received over 2,500 likes on Facebook. When is the last time that happened for an article you posted from ASRM's Fertility and Sterility? Educational content is necessary, but the narrative of infertility doesn't end with clinical information. Who is relating to your patients about a gut-wrenching silence at the Thanksgiving dinner table? Who articulates the spectrum of emotions they feel when they see a friend post a pregnancy announcement on Instagram? You may or may not feel comfortable speaking in that voice as a fertility center. I understand.  You don't always have to be the messenger. You can be the medium. 

Media companies have contributors. You will need HIPAA release authorizations, a media policy, and public disclaimers, but you have an abundance of contributors to court. Some of your existing and former patients would likely love to write about their own experience and share it on your site. Dozens of infertility blogs  need greater distribution and promotion. Authors and books like The Doctor and the Stork provide some of the group-connection that your patients seek online.

This is the (hopefully near) future of content marketing for fertility centers. People experiencing infertility have shown us what content they want to view and read. The question is, will it come from the New York Times or will it come from you?



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: