Trust is important in any business-customer relationship, but in healthcare, trust is everything. Patients must feel confident in the care they choose, and traditional advertising often isn’t enough to build that trust. Patients simply don’t believe marketing messages. 

That’s where user-generated content (UGC) comes in. Patient case studies, testimonials, and reviews offer real-life experiences that resonate with others, providing authenticity and credibility that no marketing or brand campaign can replicate.

Approximately 7% of all Google searches are healthcare related, with more than a billion healthcare related searches every day. It’s clearly very important for healthcare providers to be visible in this online space! 

With the rise of numerous digital platforms including those in the social media space, healthcare providers now have the ability to connect more closely with their patients and use first hand testimonials to influence future patient decisions, enhance brand reputation, and create an emotional connection with their audience. In this blog, we explore why testimonials matter, how to collect them, and best practices for using them ethically and effectively.

Why do Testimonials Matter in Healthcare Marketing?

Building Trust and Credibility

Google data shows that people who booked healthcare appointments ran three times more online searches in their booking journey than those who didn’t. This shows that the consumer journey for healthcare services involves more steps and more research than other consumer journeys. Patients tend to consider more options, meaning that healthcare marketers need to do more to convince them that their clinic or practice is the right option. One reason for why people make more searches when booking healthcare appointments is their lack of trust in online healthcare information. Research found that 87% of participants were concerned about the spread of medical misinformation online. 

Patients are more likely to trust other patients than they are to trust a brand’s marketing message. Testimonials provide firsthand accounts of patient experiences, making potential patients feel more comfortable and confident in their healthcare choices.

Creating Emotional Connections

Healthcare decisions are often personal and emotional. When patients share their journeys, struggles, and successes, they create a powerful emotional connection that can influence others who may be facing similar concerns.

Influencing Decision-Making

According to research by Stanford University, 75% of patients use online reviews when looking for a new healthcare provider or booking an appointment. Consequently, a strong collection of testimonials can be the deciding factor for someone choosing between providers.

Types of User-Generated Content in Healthcare

UGC comes in many forms, and each can serve a unique role in healthcare marketing:

  • Patient Testimonials: First-person stories, either written down in an interview format or recorded on video as a mini documentary or case study, that humanise healthcare services and give potential patients a real insight into what it’s like to go through a procedure or treatment with the healthcare provider. 
  • Online Reviews and Ratings: Platforms like Google, Trustpilot, and Healthgrades can impact patient decisions. Poor online reviews are a key reason why somebody would not make a booking with you. 
  • Social Media Mentions and Stories: Sources suggest that around 90% of Americans use social media for healthcare information (Healthgrades). Patients sharing their experiences online can create organic advocacy.
  • Before-and-After Imagery: Photos and videos of before and after treatment are particularly powerful in specialties like dermatology, dentistry, cosmetic surgery, and weight loss treatments. Just make sure that your images are completely natural, unfiltered, and not retouched as this will create mistrust, and people will be able to tell! 

How to Collect and Encourage User-Generated Content

Collecting testimonials doesn’t have to be complicated. However, in healthcare settings it is vital that when you ask patients for their testimonials or UGC, you do so in a respectful, ethical way, ensuring full informed consent for how you will use the content, and allow patients to retract their content at any time. Here are a few ways to encourage patients to share their experiences:

  • Ask for Reviews Post-Treatment: Send follow-up emails requesting reviews on Google, Trustpilot, or your website.
  • Use Social Media: If it is appropriate for the type of healthcare you provide, encourage patients to tag your brand or use a specific hashtag when sharing their experiences.
  • Create Video Testimonial Opportunities: Offer incentives for patients who participate in short video testimonials. Just be sure to keep this ethical and ensure your patients feel comfortable throughout the whole process and provide informed consent. 
  • Host Patient Spotlights: Feature inspiring patient stories on your blog, newsletters, or social media pages. This could be an interview with a patient who has finished their treatment and wants to inspire others. 

Ethical and Legal Considerations

When using patient testimonials, it’s essential to follow ethical and legal guidelines. You may have processes in place for this already, but here are some key things to consider: 

  • Ensure HIPAA (in the US) and GDPR Compliance: Always obtain explicit written patient consent before sharing their testimonials or creating any content that includes them. Always give them the option to have their content removed at any time. 
  • Respect Anonymity and Privacy: Some patients may prefer to share their experiences without revealing personal details. Give them the option to remain anonymous and do not share private or sensitive information. 
  • Maintain Authenticity and Transparency: Avoid overly editing or scripting testimonials to keep them genuine. Do not try to steer your patients into saying certain things, or make them feel uncomfortable. Similarly with imagery, do not edit photographs or videos to make patients look different and keep lighting the same in before and after content. 

Best Practices for Using Testimonials Effectively

Research by SemRush suggests that most healthcare marketers don’t feel confident in their current online content strategies – in fact only 10% of respondents said they felt very confident. Developing a robust content strategy that harnesses user generated content and showcases it to the right audiences is vital in order to create trust and get more people enquiring about your healthcare services. Once you’ve gathered testimonials, here’s how to use them strategically:

  • Feature Testimonials on Key Landing Pages: Include them on your homepage, service pages, and appointment booking forms. Keep them fresh and up to date. Nobody is going to trust a ten year old review or a review for a healthcare professional who no longer works for you! 
  • Incorporate into Ads and Social Media: Leverage UGC in paid campaigns on Facebook, Instagram, and LinkedIn. You can use short case study videos or before and after photos as adverts, rather than slick marketing ads which may not be believed. 
  • Create Engaging Video Stories: Video testimonials often perform better than text-based reviews. Think about asking some of your patients to participate in some video content creation – just be sure to get their informed consent! (yes, we know we sound like a broken record!)
  • Showcase Diverse Patient Experiences: Everybody is different, and every healthcare journey is unique, so try to highlight a variety of patient backgrounds and treatment journeys to appeal to a wider audience.

In today’s digital age, patients trust real experiences not slick marketing. By incorporating testimonials and user-generated content into your healthcare marketing strategy, you can build credibility, foster emotional connections, and ultimately attract more patients.

Are you ready to harness the power of patient testimonials? Contact us today to learn how we can help you develop a strong UGC-driven healthcare marketing strategy!