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logo 49 | The Camlog Partner Magazine 36 | Praxismanagement Rating management Reviews are the most important source of guidance for new patients. According to the Google Consumer Panel, about 20 percent of all customers base their purchases on reviews from other buyers. This figure is significantly higher for services, as these cannot be rated factually in the same way as a product. Recipients of services are forced to make an emotional investment in advance, which is why the review of experiences by others are of particular importance. Good PR can therefore ensure a high level of patient satisfaction and is also the best tool for attracting interested parties to the practice. Active rating management is thus indispensable to present oneself attractively on the Internet and to draw attention to oneself. That is why rating management should form an integral part of any well-thought-out practice marketing strategy. Recommendation marketing - a sure-fire success In an economic context, referral marketing combines all the effective measures for acquiring new customers and is an effective and inexpensive alternative to classic advertising. If you let your patients speak on your behalf, you need relatively little budget for this purpose. For your referral marketing to be successful, there are a few things you should bear in mind. Perhaps the most important prerequisite for success is satisfied and loyal patients. No doubt you have some loyal patients who like coming to your practice » In medical history forms, up to 90 percent of patients state that they came to the practice on recommendation. Many physicians assume this is based on personal recommendations. It is often overlooked that the far greater majority finds its way via the Internet. In the last two articles, I looked in detail at the topic of physician ratings. In this article, I will address the cross-media marketing of ratings in order to shed some light on how targeted recommendation management can be used to attract new patients. Cross-media marketing of ratings – knowing how! PRACTICE MANAGEMENT Andrea Stix, M.Sc., MBA Strategic consultancy