Online Consumer Reviews: Good Medicine for Growing Your Practice

By Roys Laux, GM Health & Wellness, Angie's List

For most physicians, the notion of consumers posting online reviews may seem all right for restaurants and booksellers, and perhaps even for plumbers and dog groomers—but surely not doctors!

While many physicians disdained the idea, and despite some rather dramatic news stories of some negative online comments, they should be pleased to know that a 2010 report in the Journal of Internal Medicine found that 90 percent of online health care reviews were positive. What's more, use of the online forums is becoming commonplace. A recent Pew Internet Research study showed 72 percent of Internet users looked online for health information last year, and 30 percent have consulted online reviews or rankings of health care services or treatments.

Among the most common online complaints were issues with long wait times or other inconvenience regarding the appointment, rather than the actual medical treatment itself.

This is important information for any practitioner to know—and online reviews may be the only way that kind of patient dissatisfaction ever reaches a busy doctor who is focused on patient care. Smart physicians are using this feedback to gauge how every element of their practice is doing, and making changes as appropriate.

How can you use the reviews?
The first thing to try is to simply Google the name of your practice. Some reviews are openly posted on various general websites. In the case of Angie's List, reviews are only seen by members. Medical providers who are reviewed on Angie's List are encouraged to register with the site—free-of-charge—to monitor and even respond to reviews as they come in. This is a task that can be assigned to a trusted office staffer who would handle complaints and issues in person. Just be sure that person keeps you apprised. As you begin this process, you may want to be given regular updates so you can develop a system for how to respond or react.

Should I respond or ignore?
It's always better to respond, regardless of whether the review is positive or negative. Even if all you say is "thank you" it lets patients know you are listening. If the writer has lodged a complaint, there may be a simple answer you can provide that answers the question—both for the reviewer and anyone else who may be reading. If the complaint is about an office management issue you can say you'll look into it—but then do so. Even reviewers who indulge in angry rants may change their attitudes dramatically when they realize you have taken the time to listen and respond.

Correcting misinformation
Many doctors are already accustomed to patients doing their own research on the Internet and picking up incorrect or exaggerated information. An online forum is a good place to set the record straight—both about medical conditions and how medical offices operate.

What about patient confidentiality?
As you well know, both federal law and medical ethics require medical professionals to maintain strict rules of patient confidentiality. This can still be maintained in a public forum. Just be sure to respond in general terms without alluding to the reviewer's identity or condition. If you encounter a case where the reviewer has in some way revealed their own identity, respond by offering to take the conversation offline. Doing so will demonstrate to other readers that you take the critique seriously while reducing your chances of violating confidentiality rules.

What if the reviewer's comments are completely false and inflammatory?
Don't get drawn into a public argument. If you feel you are being slandered or harassed, contact the review site for guidance. Angie's List, for example, has a complaint resolution team which can be brought in to mediate a dispute.

Don't let the occasional over-the-top review scare you off. Most reviewers are just as reasonable online as they are in your office. Be open-minded about what they have to say and don't be afraid to post a reply. They'll appreciate it and you may discover it's a benefit to be able to engage with patients online.

The importance of online health care reviews will grow as more changes occur in the health care industry, giving consumers more direct responsibility and control over their health care spending. This is a fact that everyone in the service industry should embrace. Think of it as preventative care. Every business, medical, retail or personal care, will occasionally fail to provide perfect customer service. Staying on top of your online reputation will make it much easier to fix whatever ailments come your way.