This might come as a shock, but your audience is in control of your Nonprofit Healthcare Organization’s brand.
Think about it. When you want to make a big purchase, you’ll usually turn to the Internet — or more importantly — the customer reviews.
Why? Because customer reviews are candid. They aren’t published by the company promoting the product. They’re the words of people just like you. You’re getting unfiltered, objective opinions. Over time, these opinions begin to shape the brand, because it’s how the brand is perceived.
The practice of asking around is even more apparent in the world of healthcare. People ask their friends where they can find a reliable podiatrist or pediatrician. They’re looking for a good recommendation based on someone else’s trusted word. So if you’re the podiatrist or the pediatrician, how can you harness the good word of a happy patient?
Current or past patient testimonials can help you supplement the point you are trying to convince your prospective patients of. Why? Because we’re more inclined to believe another person than a company. You’ll trust a friend’s referral before an ad, right? Use the person’s picture [obviously with permission] and have them provide a quote from the heart. And try to avoid clichés when you can.
Use survey cards or conduct short interviews with the intent of using statements in your marketing materials. Highlight the people you’ve cared for who like you back and feature them on your brochure and website. It’s like you’re collecting a fan club of positive reviewers.
Nonprofit Healthcare Organizations face the same challenges as many other businesses when it comes to establishing trust online. But you, more than them, are expected to be trustworthy. And that’s a good thing because establishing trust online can be the entryway into much bigger opportunities for your brand. Testimonials are important because they help you establish credibility as an entryway into trust and eventual brand advocacy.
You can go on and on about how wonderful you are, but if someone else does it for you, it’s instant credibility! You know you’re wonderful, but the public won’t necessarily believe it until someone else says so. That’s the importance of testimonials.
Download our The Long-Term Brand Plan For Your NPHO eBook and learn more about how to plan for the brand future of your NPHO.