Step 2 – Dive deeper
Now, you can take your testimonials and turn them into the content you can publish. Unfortunately, most testimonials aren’t sufficiently lengthy for content repurposing. So, we suggest you take the testimonials you receive and dive deeper to get more from the person who left you a glowing review.
Your aim here is to help your patient tell an emotional story. Furthermore, you want the story’s emphasis on your patient’s journey. Finally, you want to tell an engaging story because the people looking at these testimonials will be like shoppers looking at mannequins in a department store. They are trying on your service before they decide if they want to buy.
If you get nothing else from your patients, contact them to ask them how they felt BEFORE they had surgery with you and how they felt AFTER they had surgery with you. You want to build that patient transformation into your content.
Our advice is to start by sending the patient an email inviting them to have a Zoom interview with you so that you can learn more about their story.
When they agree, send the questions to them in advance and ask them at your Zoom interview:
- What problem did you have before you had [treatment, like laser eye surgery]?
- Tell me about your frustration when trying to solve that problem with [the alternative, like glasses and contact lenses] failed?
- What treatment did you have?
- How long were you considering it?
- What was different about your [treatment] with us?
- What surprised you during the process of having treatment with us?
- Please take me to the moment when you realised that [treatment] was working to solve your problem.
- Please tell me what life looks like for you now that your problem is solved or being solved.
- What would you advise someone who was considering this? Should they be anxious or nervous?
These are just starting points. A good interviewer will weave an outstanding conversation using these questions as a base.
Step 3 – Build content
In this step, determine the medium you will use to share your stories and the platform you’ll leverage to amplify your message.
By asking the questions above, you might have enough content to write a case study, which is a longer form testimonial. In addition, you can now turn the edited transcript into a blog post (medium) on your website’s blog (platform).
Remember to emphasise the patient and their story – not you and your service.
Step 4 – Splinter content
In the last step, you can splinter your content that is different from the original content you’ve built. The content you plan needn’t be at the bottom of the funnel (near the consultation stage); you can undoubtedly use testimonials in your advertising to turn awareness into an engagement.
You may get other testimonials as comments to the testimonials you share. People like to support good testimonials. That gives you fodder for creating content from those testimonials. So, look at it as a constant cycle of testimonials.
Some splinter ideas include
- Edit the video from the Zoom call interview where the patient talked about their success.
- Share that video on social media organically.
- Send the email link to your list of people sitting on the fence.
- Edit the best parts of the video and use snippets of it in ads on Facebook and Instagram.
- Invite the patient to your podcast for a progress interview one year later.
If you want to get more out of your patient testimonials, follow these four simple steps. By sourcing your testimonials and reviews, diving deeper into turning them into stories, building content to share those stories, and splintering that content for even greater reach, you’ll be able to put your best foot forward online and offline. So what are you waiting for? Start putting these tips into action today!