The Importance of Good Testimonials

​How many times do you research a product and look to the reviews for feedback? How many times have customer testimonials affected your decision to seek a provider or purchase a healthcare product or service? Customer testimonials impact purchasing decisions and are important resources when evaluating the overall consumer experience.

Customer testimonials are an important addition to any website. Not only are they sources of high praise, they also provide a positive experience for new consumers researching the site. Testimonials are tools that affirm confidence in moving forward with a product or service.

​Now that we are on board with using customer testimonials, how do you source them?

Start every outreach for a customer testimonial with someone who has actually used your product or service. Healthcare consumers are looking to feel an emotional connection from customer feedback. If the testimonial isn’t genuine, you will lose new consumer trust. In contrast, customer testimonials that are persuasive can convince a doubting consumer to go ahead with the purchase or procedure.

​Account managers and territory sales representatives are the best people to request healthcare customer testimonials as they are the ones in front of the client most often. But the bottom line comes down to relationships. The person that has the strongest relationship with the one requested to provide feedback should approach the conversation. In this respect, the feedback will feel genuine and comfortable. Make sure you are prepared with follow-up questions if the answer is yes. Here’s an example of a testimonial request:

If a product is discussed, make sure to include testimonials that speak to how the product was serviced before and after it was purchased. It is another way of showing consumers that they will not be forgotten after the big buy.

​Customer testimonials should tell a story or solve a problem. Remember that the outcome does not have to always be positive. Reviews are seeking to invoke confidence in future consumers. All responses should be concise. The following example shares a story while indicating two benefits — a great surgery and a successful recovery. Try to incorporate images of your customer and, at minimum, a first name and last initial included in the testimonial.

Customer testimonials are an integral part of selling emotional confidence when promoting healthcare products. Place them on your homepage website, brochures, and product literature where patients can review product information. Consumers feel comforted when listening to others who have purchased or implanted products and services for similar reasons.

Customer testimonials will strengthen your relationships. Physicians, hospitals and surgery centers will receive free publicity and healthcare companies will gain recognition with their support. In the world of healthcare sales where relationships and trust are cornerstones to most purchases, requesting and sharing customer testimonials is a win-win for all.

Carevoyance contributor Sarah Pike, M.B.A., is a freelance marketing copywriter based in San Diego. She enjoys writing about business, fashion, food, healthcare, leadership, motivation and technology.

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