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5 Steps To Improving Your Fertility Clinic’s Online Reputation

By Griffin Jones

Yikes.

It’s no different than what many of us do when choosing a new hair salon or restaurant, they search online. 

Years ago online reviews of doctors were scarce, and even fewer considered trustworthy, but times have changed.  

 According to a survey from MobiHealthNews, 95% of U.S. adults believed online ratings and reviews to be reliable.  Even more interesting, 70% of those surveyed said online ratings influenced their choice of doctor. 

With the increase in prevalence and weight of online reviews, today it’s more important than ever to take action and proactively manage your clinic’s reputation by following the 5 steps to improving your fertility clinic’s online reputation.

  1. Provide Concierge Service

  2. Claim & Maintain Listings

  3. Request Reviews

  4. Manage Reviews

  5. Market Reviews

Let’s break down each component. 

1). Provide Concierge Level of Service 100% of the time

While putting systems and services in place to improve and maintain an online reputation is necessary, your clinic must first have a concierge level of service written into the fabric of its DNA.  The clinic leadership team must have an unwavering commitment to offering a concierge-level of service at every turn, and mandating its employees to do the same. 

Offering concierge-level service is thinking about the small things and asking yourself, What Can I Do To Remove The Patient’s Pain In This Moment? Examples include, but are not limited to: 

  • Using the patient’s name during conversation 

  • Having call center / new patient coordinators use the patient’s name immediately 

  • Always remaining calm and using a pleasant tone of voice

  • Providing patients with support/messages of hope during the two-week wait.

 If this belief and level of customer service is not woven into the fabric of your culture or expressed within you as a physician, it will affect how your staff treats their patients.  

2). Claim & Maintain Listings 

Once offering the concierge level of service has been addressed, the next step is to organize your listings.  Local Listings are a directory with your business's key information. When people search for your business (or the service you provide), your listing is usually displayed in the search results.  The most important listings are:

  • Google My Business (GMB)

    • Physicians should be tied to the clinic listing, but owned by the physician 

    • Each clinic location should have a listing, including satellites so reviews can be left

  • Facebook

  • Yelp

    • Yelp is important because it is also integrated with other listings sites, like Bing and Apple Maps 

  • Fertility IQ

    • Fertility IQ has skyrocketed as an influencer platform over the last few years, and the length, depth, and detail of the reviews have it becoming a recognized source of patients’ trust. 

Once Google & Facebook are at a minimum of 4.5 and 60+ reviews, begin to focus on Yelp & FertilityIQ

3). Request Reviews 

Patients will always leave reviews when left up to their own devices, but if you want to achieve and maintain a rating of 4.5 and above, you need to be proactive about asking and automating review requests.  

Asking 

When you’ve treated patients right, they want to help you.  Therefore, ask the right patient for a review and give yourself and your staff permission to do it.  While verbal requests are necessary, asking also includes creating marketing materials that advertise where to leave reviews and post the requests on social media.  Bottom line: Don’t be afraid to ask with the right patient!  In your waiting room, use video to ask satisfied patients to like you on Facebook, rate you on Yelp, or fill out a patient satisfaction survey.  Seek patients who give your practice high marks and ask them if they’d be willing to give you a testimonial. 

Automation 

Using a service that automates repeat requests to reviews and pushes them to the four most important platforms in Reproductive Medicine (Google, Facebook, Yelp, FertilityIQ).  The software element helps ensure the patient is reminded and the review is pushed to the platform where you need it most.

4). Manage Reviews 

It’s critical to respond to 100% of reviews - both positive and negative.  While it’s also helpful to have a foundation of scripts to utilize so that responding on every platform is not tedious, slight customization is necessary to ensure the consumer’s needs are being addressed.  Something as simple as “Thank you for your feedback. We’re committed to a better patient experience and are in the process of reevaluating all staff communication” will show the patient you take their feedback seriously.  And to the prospective patient who hasn’t yet chosen your practice, it lessens the harshness of the review.

5). Market Reviews 

You’re collecting the reviews, now it’s critical to share the positive patient feedback with other prospective patients still in the decision-making phases.  Our internal data shows that at least 50% of patients will conduct an online search of the clinic, often landing on your website, to evaluate a practice.  Highlight positive reviews and testimonials right on your home page so they aren’t missed. And if your center does not have amazing, professional patient testimonials that blow folks away, it’s time to get that changed right now by consulting with the creative team at Fertility Bridge.  

By taking charge of your online reputation, you will impact the number of new patient appointments, retrievals and ultimately, revenue.  

If you’d like Fertility Bridge’s help in improving your online reputation, we can assess your situation in the Goal and Competitive Diagnostic.

101 - Understanding the Fertility Marketing System: Part 1, with Griffin Jones

Since the inception of Fertility Bridge, our Fertility Marketing System has helped dozens of fertility clinics and businesses across the world. Our proven system of diagnosis (Goal and Competitive Diagnostic), treatment plan (Fertility Marketing Blueprint), application of treatment (Execution, Oversight, Advisory), and ongoing treatment can be applied to any business in the fertility field.

On this episode of Inside Reproductive Health, Griffin breaks down the Fertility Marketing System, outlining each step of our process, what is involved, and can help you decide which path might be best for your fertility clinic or adjacent business.

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100 - An Inside Look at Merging and Consolidating Fertility Groups, an interview with Mark Segal

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We’ve seen it happen all over the country and you’ve probably seen it in your backyard--clinics are merging and consolidating, absorbing the market share. But with the fall of Integramed in the spring of 2020 and dozens of clinics left in the lurch, mergers and consolidations started to appear more risky.

On this episode of Inside Reproductive Health, Griffin talks to Mark Segal, CEO of Shady Grove Fertility and CEO of the newly-formed US Fertility, a fertility group made up of Shady Grove Fertility, IVF Florida, RSC of the Bay Area, and FCI in Chicago. Despite forming in a pandemic and after the Integramed news, US Fertility’s partnerships thrive--and are geared to keep growing, especially in the next 18 months. So what does that mean for the hundreds of smaller clinics that continue to remain in the field?

99 - Entrepreneurship, Practice Valuation, and Working with Private Equity, an interview with Dr. Andrew Meikle

Are all clinic owners entrepreneurs? Do all physician-owners really have what it takes to successfully run and grow a private practice?

We’ve talked about joining networks, understanding private equity, and entrepreneurship a lot on this podcast, but usually we are talking about high-level practices to get patients in the door and help them convert to treatment. On this episode of Inside Reproductive Health, we get a new perspective, one that focuses on entrepreneurship, best business practices, and what it really takes to grow in our field.

Dr. Andrew Meikle is the Founder and CEO of The Fertility Partners, a company based in Canada that aims to empower and enable fertility clinics by providing collaboration and strategic expertise. Through his experience in other healthcare fields and his current work in the fertility field, Dr. Meikle shares his thoughts on clinic ownership and entrepreneurship, what fertility networks are looking for, and important things to keep in mind when considering joining private equity.

97 - Creating a Seamless Ownership Succession Plan, an interview with Dr. Paul Brezina

Creating a succession plan can be a daunting task for both new REIs entering the field and docs who are ready to retire. New REIs are looking for a place to call “home” that will help them meet their goals, while retiring docs want someone who will carry on their legacy and maintain their core values.

On this episode, Griffin talks to Dr. Paul Brezina, Director of Reproductive Genetics at the Fertility Associates of Memphis. After finishing his fellowship, Dr. Paul Brezina set out to find a private practice to join with the hopes of one day being a managing partner. From day one at Fertility Associates of Memphis, he knew what needed to be done to join the two founding partners of the clinic. While sharing his story, Dr. Paul Brezina shares his thoughts about creating succession plans and what new REIs should be looking and asking for as they set out in their careers in the fertility field.

The Fundamentals of Fertility Marketing

The Fundamentals of Fertility Marketing

This is an update to an article I wrote in October 2017 called The Eight Fundamentals of Fertility Marketing in 2018. What’s changed about fertility marketing in 2021, 2022, and beyond?

I’m going to show you how to use the four phases of the Fertility Patient Marketing Journey so that you can close the divide between “sales” and marketing. You’ll bridge this gap by balancing your fertility company’s 2021 and 2022 business development strategy with abundant clarity and complete accountability.

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94 - How Modern Fertility is Changing the Patient Journey, an interview with Afton Vechery

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After her own experience with fertility testing, Afton Vechery set out to make the testing process easier for millions of women across the country looking for a better understanding of their reproductive health. From day one, Modern Fertility aimed to provide quality, peer-reviewed information to empower young women to have the knowledge they need to make more informed decisions about her fertility.

On this episode of Inside Reproductive Health, Afton shares the Modern Fertility story. She shares how she brought her vision to life, including how she has been able to raise funds from Venture Capital companies. Griffin and Afton also discuss how Modern Fertility hopes to work with fertility clinics to improve the patient experience across the board.

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83 - Growing an Independent Practice in the World’s Most Private Equity Dominated Market, an interview with Dr. John Crochet

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On this episode of Inside Reproductive Health, Griffin talks to Dr. John Crochet of the Center of Reproductive Medicine. CoRM is an independently-owned clinic based in Houston, Texas, one of the largest markets in the field. In recent years, PE-owned and PE-backed clinics have started to take over the city, making the independent clinic almost obsolete… or have they?

Together, we discuss how the Center of Reproductive Medicine continues to thrive despite the money being funneled into their competitors in the market. From how they hire new docs to their philosophy on patient experience, we hear it all.

Dr. John Crochet trained in Reproductive Endocrinology and Infertility at Duke University and Obstetrics and Gynecology at the University of Texas. Originally from Texas, Dr. Crochet went back to his roots, joining the Center of Reproductive Medicine in 2012. As an REI, Dr. Crochet has a goal of providing personalized care and an evidence-based approach to each family hoping to expand.

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82 - The Business Case for Fertility Surgery, an interview with Dr. Matt Retzloff

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On this episode of Inside Reproductive Health, Griffin talks to Dr. Matt Retzloff, a Reproductive Endocrinologist from the independently-owned Fertility Center of San Antonio. Dr. Retzloff is board certified in both RE and OB/GYN and has special interest in fertility-related surgery, focusing on minimally invasive surgeries.

Dr. Retzloff is a firm believer that surgery for infertility-related issues are best managed within a fertility practice, allowing for continuity, confidence, and best outcomes for the patient. But looking at it through the lens of business, those benefits don’t always align with business operations and finances.

Together, we dig into the pros and cons of keeping fertility surgery in the purview of the REI.

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81 - Ethical Implications of Physician Investment in Fertility-Related Businesses, an interview with Dr. Kevin Doody

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Despite busy schedules taking care of patients and often running clinics themselves, it’s not uncommon to see doctors getting involved in ventures outside of their clinic’s four walls. From investing in pharmacies to serving as medical directors for new ART companies to starting software companies, REIs can be found doing a lot. No matter what the venture is, there is always the potential for creating a conflict of interest. So how do doctors draw the line? How are they able to ensure they are keeping the patient’s best interest at heart, and not just making decisions that are beneficial to the physician?

On this episode of Inside Reproductive Health, Griffin talks to Dr. Kevin Doody. Dr. Doody founded Care Fertility in Fort Worth, Texas with his wife, Kathy, in 1989. He is also co-creator of Effortless IVF, which is a new ART technology treatment that uses INVOcells. He is also the Chief Scientist of Global Fertility and Genetics.

Together, Griffin and Dr. Doody talk about entrepreneurship in the fertility field and then, we dig into conflicts of interest in the field: what is acceptable and what isn’t.

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80 - Up-selling Fertility Treatments: Beneficial or Exploitative? An interview with Dr. Mark Trolice

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Reproductive endocrinologists and other professionals in our field all have the same main goal: helping people build their families. But we all know that treatment is expensive, and the resulting revenue is how clinic owners get paid. In some cases, treatments can involve ‘extra’ services, resulting in additional revenue, but it may not always mean a better chance of success for the patient.

So when do clinics start to toe the ethical line when presenting options to their patients?

On this episode of Inside Reproductive Health, Griffin talks to Dr. Mark Trolice of Fertility CARE: The IVF Center in Winter Park, Florida. From his perspective as a former patient and as a provider of care in a non-mandated state, we look at fertility treatment “up-sells” such as egg freezing and PGT and the ethical implications of REs owning their own labs.

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79 - Uncovering the Pros and Cons of Mandated Fertility Coverage, An interview with Jay Palumbo

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As of August 2020, less than half of the states in America have some form of mandated insurance coverage for fertility treatments. Some require coverage for IVF, some cover preservation, but more than 30 states still have no requirement for covering fertility treatments in any form. But why? Is coverage really beneficial on the business side of the fertility field?

On this episode of Inside Reproductive Health, Griffin spoke with writer and women’s health advocate, Jennifer “Jay” Palumbo. Jay is currently the Chief Executive Officer at Wonder Woman Writer, LLC and is an avid women’s health advocate. From her award-willing blog “The Two Week Wait” to working at major fertility benefits companies, her experience has helped shape her mission to advocate for women’s health needs, especially when it comes to infertility.

In this episode, we uncover the pros and cons of mandated coverage from both the patient and the clinic side.

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78 - Is Private Equity Putting Money Ahead of Patient Care? An Interview with Dr. Francisco Arredondo

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Wall Street has been moving into healthcare for several years and it has been making its mark in the fertility field. Some practices have taken advantage of the influx of money in the field, but several haven’t. But several docs have some concerns, specifically when it comes to decision making.


Do private equity firms or people who invest in fertility clinics and businesses really have the best patient care in mind?


On this episode of Inside Reproductive Health, Griffin talks to Dr. Francisco Arredondo, founder of RMA of Texas and author of his upcoming book, MedikalPreneur. Together, we dive into the pros and cons of money entering our field in the form of private equity.

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77- Is Work-Life Fit Attainable for All Fertility Doctors? An Interview with Dr. Stephanie Gustin

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August is here. Usually, it's the time for vacations and recharging. But not in 2020. It's a different time now and finding the balance between work and life is trickier than ever.

On this episode of Inside Reproductive Health, Dr. Stephanie Gustin of Heartland Center for Reproductive Medicine, PC in Omaha, Nebraska. Between seeing patients, running her independent practice with her partner, teaching OB/GYN residents, raising a family of her own, and making time for herself, it’s safe to say that Dr. Gustin has a pretty full plate. Despite it all, however, she has found a work-life fit that works for her. So what is her secret?

Learn more about Dr. Stephanie Gustin at heartlandfertility.com

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74 - Physicians and Business People: Polar Opposites or One in the Same? An interview with Dr. Francisco Arredondo

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Can physicians be business people? It’s not a part of their medical training. And medical problem solving isn’t exactly like business problem solving. So is it even possible for successful physicians to be equally successful entrepreneurs?

On this episode of Inside Reproductive Health, Griffin talks to Dr. Francisco Arredondo, founder of RMA of Texas and author of his upcoming book, MedikalPreneur. Dr. Arredondo digs into a few concepts discussed in his book, focusing mainly on the similarities and differences between the traditional physician and the traditional entrepreneur. Listen to find out what it takes for physicians who wish to also be entrepreneurs in the fertility field to be successful in both endeavors.

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63 - Is it Time to Reduce Your Staff? Managing Furloughs, Layoffs, and Financial Support during the COVID-19 Pandemic

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Determining when, how, and why you should consider staff reductions can be challenging. During the COVID-19 pandemic, making these decisions can be even harder.

On this special episode of Inside Reproductive Health, I spoke with Sara Mooney, Director of Administration at Seattle Reproductive Medicine and Marianne Kreiner, Chief Human Resources Officer at Shady Grove Fertility. Together, we lay out some details of the CARES Act, the Paycheck Protection Program, and answer questions from fertility leaders in clinics across the country.

We are all in this together. If you need help navigating your business through this pandemic and want to know how to prepare your clinic when it is over, sign up for our Communications and Marketing Toolkit.

To get started on a marketing plan for your company, complete the Goal and Competitive Diagnostic at FertilityBridge.com.

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61 - Financing a New Business in the Fertility Field, An Interview with Jeff Issner and Taylor Stein

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Entering the fertility space outside of owning a clinic is challenging. Entering the space as a tech company, well, that’s a whole other story. On this episode of Inside Reproductive Health, Griffin spoke with Jeff Issner and Taylor Stein, co-founders of EngagedMD. Together, they developed software that helps to educate patients and provide informed consent in clinics across the country. They share the story of how they got started in the fertility space, from idea to execution, without any commercial debt.

Jeff and Taylor also talk about how they got doctors and clinics on board before their software was even fully developed. Plus, they discuss the ever-challenging hiring process and what they do to make sure they are getting the best people on board.

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59 - Retaining Patient and Physician Focus While Growing a Clinic, An Interview with Michael Alper

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Boston IVF, one of the largest IVF centers in the nation and one of the first free-standing clinics in the country. What started as an independent clinic grew into one with a well-respected academic affiliation, and now has partnered with a worldwide hospital group. Through it all, their mission remained the same: bring state of the art technology to a patient-centered outpatient clinic. On this episode of Inside Reproductive Health, I talk to one of the founders of Boston IVF, Dr. Michael Alper. Dr. Alper shares the history of Boston IVF, but more importantly how they grew into what they are today. His story teaches important lessons to any doctor-owned clinic curious about academic affiliations or partnering with outside equity groups.

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54 - Improving Patient Experience by Building an Empowered Team, An Interview with Dr. Peter Klatsky

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There’s a challenge in finding the balance between keeping both your staff and patients happy. On this episode of Inside Reproductive Health, Griffin gets Dr. Peter Klatsky’s take on managing everyone’s satisfaction while providing a new standard of care. Working with his partners at Spring Fertility in California, their goal is to provide their patients a level of service that isn’t seen anywhere else, all while keeping their employees happy and in for the long haul.

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52 - The Independent REI Practice: A Business Model That’s Fading or Relevant? Dr. John Nichols

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Privately-owned, private equity-backed, academic medicine, independent practice...each type of clinic comes with its own set of pros and cons, but are all of them going to be around forever? On this episode of Inside Reproductive Health, Griffin talks to Dr. John Nichols. Dr. Nichols left his job in academic medicine to open his own private-practice, Piedmont Reproductive Endocrinology Group (PREG) in Greenville, South Carolina. They discuss Dr. Nichols’ journey, his thoughts on the benefits of independent practices, and whether or not these clinics will continue to be relevant in the ever-changing fertility world.