The Rising Influence of Online Reviews in Pharma
Online reviews have become an integral part of business for almost every industry. In the past few years, online reviews have become increasingly important to businesses across many different industries. Potential customers are using online reviews to gain insight into products and services before making an informed decision. This means that potential customers can make decisions based on real-world experiences rather than just marketing materials or promotional language. As reviews become more prevalent in pharma, it’s likely that customer service and quality assurance will improve as companies strive to maintain positive reputations within their respective markets.
However, it’s important to acknowledge potential risks. There is always a chance that someone may post a negative review out of spite or simply due to a misunderstanding. In addition, some people may not be qualified to accurately assess the merits or drawbacks of certain products or services within the pharma industry. Companies must be mindful of these risks when considering how much weight should be given to online reviews in their decision-making processes.
Strategy 1: Monitoring Online Reviews
The first stage of leveraging customer reviews is actively monitoring what customers are saying online. This involves tracking reviews on various platforms, including Google, industry-specific websites, and social media channels.
Tools and Techniques for Monitoring:
- Google Alerts: Put up Google Alerts to get notifications when your company or products are mentioned online.
- Social Media Monitoring Tools: Use tools like Hootsuite or Sprout Social to track mentions and sentiment across social media platforms.
- Review Websites: Regularly check popular review websites relevant to the pharma industry, such as those specialising in healthcare or pharmaceutical products.
- First Rank Reputation Management Software: This software helps to build your reputation by generating and analysing reviews.
By monitoring these channels, pharma companies can gain valuable insights into customer perceptions, identify areas for improvement, and address any negative feedback promptly.
Strategy 2: Responding to Reviews
Answering online reviews, both positive and negative, demonstrates that a company values customer feedback and is committed to providing excellent service.
Best Practices for Responding:
- Timeliness: Respond to reviews as quickly as possible, ideally within 24-48 hours.
- Professionalism: Maintain a proficient and courteous tone in all responses, even when addressing negative feedback.
- Personalisation: Personalise responses by addressing the reviewer by name and referencing specific details from their review.
- Problem-Solving: If a customer has a complaint, offer a sincere apology and suggest a solution to address their concerns.
Strategy 3: Generating Reviews
Encouraging happy customers to leave reviews often helps boost a company’s online reputation and attract new business.
Tactics for Generating Reviews:
- Ask for Reviews: Directly ask customers for reviews after they have had a positive experience with the company or its products.
- Simplify the Process: Make it straightforward for customers to leave reviews by supplying direct links to review platforms in email communications or on the company website.
- Offer Incentives: Consider offering small incentives for leaving reviews, such as discounts or exclusive content.
- Automated Review Requests: Use reputation management software to automate the procedure of sending review requests to customers on a drip schedule.
Strategy 4: Analysing Reviews for Insights
Online reviews are a useful source of customer insights that can tell business decisions and drive improvements in products and services.
How to Analyse Reviews:
- Sentiment Analysis: Use sentiment analysis tools to measure the overall tone and sentiment of reviews.
- Keyword Analysis: Identify frequently mentioned keywords and topics in reviews to understand what customers value most.
- Trend Analysis: Track trends in reviews over time to identify emerging issues or areas where the company is excelling.
- First Rank Reputation Management Software: This software analyses reviews for insights.
Strategy 5: Addressing Negative Reviews
Negative reviews can be damaging to a company’s reputation, but they also provide an opportunity to learn and improve.
Steps for Addressing Negative Reviews:
- Acknowledge the Issue: Publicly acknowledge the customer’s concerns and express empathy for their experience.
- Investigate the Situation: Conduct a comprehensive investigation to understand the root cause of the issue.
- Offer a Solution: Propose a fair and reasonable solution to address the customer’s concerns.
- Take it Offline: If necessary, take the conversation offline to resolve the issue privately.
Real-World Example: Counteracting Baseless Reviews
Some Ottawa businesses have experienced baseless negative reviews, particularly following interactions with protesters or decisions related to public health measures. In such cases, it’s important to:
- Appeal to the Platform: Submit an appeal to the review platform (e.g., Google) to have the false reviews removed.
- Engage Your Community: Share your story with your loyal customers and motivate them to leave positive reviews to counter the negative ones.
- Highlight Positive Experiences: Showcase positive customer experiences through real testimonials and case studies on your website and social media channels.
Conclusion
Customer reviews are a powerful tool that Ottawa pharma businesses can leverage to grow their business and foster trust. By monitoring, responding to, generating, analysing, and addressing reviews effectively, companies can enhance their online reputation, improve customer service, and drive sustainable growth. Embracing online feedback as a valuable source of insights enables pharma companies to adapt to changing customer expectations and thrive in today’s digital landscape.
Contact Us at Rankingeek Marketing Agency to learn more about how we can help you implement these review management strategies and boost your business in Ottawa’s pharmaceutical sector.
