“Had to wait 1 1/2 hours.”
“The staff was horrible, rude and unprofessional.”
“The doctor misdiagnosed my problem.”
In the past, a physician’s reputation and practice were built by word of mouth. Today, word of mouth is no longer limited to people talking face-to-face. Customer review websites, such as Yelp, Angie’s List, HealthGrades, RateMDs and Vitals.com, allow anyone with access to a computer to share his or her opinion about a physician with the public at large.
Physicians tend to focus on the negative comments, but not all comments are negative. A recently published study in the Journal of Internal Medicine found that an overwhelming number (88 percent) of online reviews for physicians were positive. The following is an excerpt of the study:
We identified 33 physician-rating websites, which contained 190 reviews for 81 physicians. Most reviews were positive (88%). Six percent were negative, and six percent were neutral. Generalists and sub-specialists did not significantly differ in number or nature of reviews. We identified several narrative reviews that appeared to be written by the physicians themselves.
So, what can a physician do in response to a negative online opinion? Some physicians fear that negative comments may harm their reputation, and want to seek legal remedies to battle unsubstantiated online libel and defamation. This may not always be the best solution to the problem. Lawsuits are time consuming, expensive, and may not produce the outcome desired by the physician. Courts may view negative statements made online at review websites as opinion, not fact.
Physicians should accept that rating websites are here to stay — at least for the foreseeable future. An occasional unfavorable review must be seen as a cost of doing business in the age of social media. If a physician desires to respond to a negative comment, much caution and thought should be put into the method and type of response. Some websites, like Yelp, have sections in its “Support Center” for business owners, which discuss how to respond to comments.
Whether or not to respond to negative comments is a personal choice and should be given careful consideration. A response may be made publicly or in private to the individual. All responses should be kept simple, polite, honest, professional, and compassionate. If the criticism is true, a response should also describe what changes are being made to prevent this from occurring in the future. You may end your reply by showing that you care by simply stating: “Thank you. We appreciate all feedback.”
What other steps can be taken to address patient opinions?
- Set up a Google Alert for your name and/or the name of your practice; you’ll receive an email each time either are mentioned anywhere on the web
- Assign a staff member to regularly monitor customer review sites
- Update incorrect demographic information when applicable
- Many of these customer review sites have the option to add a photo to your profile — personalize your comments by adding a clear professional photo to your profile
In today’s environment, a satisfied patient is an important part of a successful practice. It’s better for the feedback to come directly to you and not to the Internet, but negative comments on the web don’t have to define you. And if you address them with diplomacy and care, you could come out on top.
Author Ann Whitehead is Vice President of Risk Management & Patient Safety for the Cooperative of American Physicians, Inc (CAP).
If you have questions about this article, please contact us. This information should not be considered legal advice applicable to a specific situation. Legal guidance for individual matters should be obtained from a retained attorney.