How To Make The Most Of Customer Testimonials, New Advertising Guidance and Meditation Market News
Plus, trauma healing coverage in the media and the NHS' £975m plan for digital transformation.
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Hi there!
We’re coming to you on a Sunday this week, so you can read at your leisure instead of during a busy workday. In this edition we’re sharing some trends, some news, with an event discount in the mix too.
We’ll soon kick off our practitioner interview series, starting with behind-the-scenes chats with Clara Louise Baker, who moved her practice from London to sunny Sydney, and Sean Cleere, who runs a busy multi-bed clinic in Clapton. Send me any questions you might have for them and I’ll make sure to get the answers!
Nicky
The Latest Guidance & Stats On Testimonials
With the news of the updated advertising guidance from CNHC that clarifies the use of client testimonials and endorsements, and when they count as advertising or not, we’re bringing you some stats on the ever-evolving digital consumer journey.
Finding new clients, or better yet having them find you, is key for any thriving clinic. And not surprisingly, according to recent data, 77% of consumers always read online reviews before choosing local businesses, including healthcare providers. In today’s feedback economy, Millennials in particular value online reviews, with 55% choosing healthcare treatments based on positive testimonials.
In complementary healthcare (and even more so the wider wellness space) the choice is abundant and quality is varied, so testimonials help set you apart and are also important to establish trust, credibility, and address transparency concerns. The research shows it’s not just about the content, but quality and interaction play a role too. When selecting care, 80% of respondents stated they deem practitioners with five or more reviews as trustworthy with 65% of respondents indicating that it is essential for practitioners to respond publicly to patient reviews too.
While I hear many practitioners say ‘I’m just not an online person’, having an online presence and review system in place can truly make a big impact - in connecting you to new clients, higher retention and reducing your admin burden. Simplicity is key here, you don’t need to go viral on social media and become the latest TikTok influencer, but this is an area where you can easily make technology do the work for you. Both the CAP guidance and today’s consumer behaviour suggest that having an automated system to collect and showcase reviews, is the way to go. In fact, practitioners that implemented automated review requests via text or email experienced a five-fold rise in the volume of online reviews!
Expansion In The Meditation Market
Big market moves in the meditation space, with both Tara Brach and Deepak Chopra expanding and launching online offerings. Tara Brach launched Cloud Sangha, co-founded with Jack Kornfield, with the intention to create online groups that encourage support and connection on the mindfulness journey, globally.
And Chopra announced its partnership with two organisations (The Healing Company and The Institute for Integrative Nutrition) which covers Chopra Global’s physical products business, retreats, meditation app and education business (including a global network of 6,000 certified teachers and coaches) to expand their work.
With these US giants expanding their offering and a flurry of new wellbeing apps popping up in the UK in recent months, I wonder who’s next to expand on our side of the pond?
In The News
Fantastic to see the subject of trauma healing getting mainstream coverage in Forbes: Could Trauma Healing Be The Solution To Our Toughest Social Challenges?
In a move to accelerate digital transformation, NHS England unveiled plans for a £975 million tech framework.
Events in London
Health Optimisation Summit, 17-18 June. Receive 10% off regular and VIP tickets with code CIRCE.
IHCAN Integrative Health and Nutrition, 24 June
Integrative Personalised Medicine, 29 June - 1 July.