A bad reputation can ruin the practice even for a great specialist, simply because he does not know how to build contact with patients. Building a reputation as a beautician who is not only competent but attentive to the needs of his patients is as important to his job as professional development.
It is important to understand that everything we do works for our reputation, creates an image that can be decisive when choosing our specialist. This is true even for negative reviews.
I talked about the image and reputation of estet-portal.com with cultural transformation consultant Irina Morzhova.
How to deal with negative reviews and make positive ones more visible
I. M.: My approach – The negative should not be removed, it should be responded to. Sometimes negative feedback – this irresistible desire to get rid of some unpleasant sensation that could be connected not only with you.
And in this sense, you need to show understanding, support this person, and in no case should this review be removed.
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As for the positive – then it seems to me that they should be as alive as possible, so writing them to order does not make any sense.
Although, sometimes, personally, I see that the review is true. But, apparently, the doctor really asked to leave this review, so the formalism is visible. How to deal with it – It seems to me that every doctor, every specialist will need to think for himself anyway. And this will be a reflection of his value, his approach, his truth – which is also very important to me.
I'm for the truth. And it seems to me that the rumors that a reputation can be destroyed by one review are greatly exaggerated.
If we know what value we bring, if we know customer feedback, and they are more positive – we will deal with it.
But there are different cases. You always need to connect your feelings – "what I want as a result", "how I feel about this", "what I will lose" – and don't fuss.
Organization of clinic management in modern conditions
In social networks 80% about work, has anything changed with the development of social networks
I. M.: I don't work with reputation as such in social networks, for me it's a holistic concept. I can answer as a potential client. Of course 80/20 is better than 100/0 or 50/50. Although it depends on the person. We need to understand who we are, and, accordingly, who our customers are. If our clients are like us, and they are focused not only on the product, but also on building long-term relationships – then of course 80/20 can shift towards 70/30, for example. If this community of such "toothy" professionals, corrosive clients – then the topics "product", "certification", "professionalization" should be at the forefront.
Communication trends: who do they want to see and hear now
But 100% when we see dry information, we don't have an emotional connection. This gives us the opportunity to look at it as a reference, but I don't really understand where I'm going. I still need to have some kind of reason to build a relationship hypothesis with a clinic or a person. And it is this hypothesis that will help us make the decision "whom I will go to first of all", "where I am more or less comfortable." That is, the coincidence of values is very important.
Recommend literature on how doctors learn to work with reputation
I. M.: I think that a lot of my colleagues will recommend instrumental literature. A lot of interesting approaches, verified technologies. I want to recommend my friend's book. I consider it a bestseller. It is called very provocatively "The Meaning of Life and Its Marketing", author Tatyana Zhdanova. And it seems to me that this is to the very point.
I want to wish Estet portal to remain as filled as before. Every year I see an increase in the number of participants, the filling of the forum itself, and estet-portal.com.
Therefore, I want to wish you sources of inspiration, the feeling that you are changing something in this world, and the pleasure of what you are doing.
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