The age of social media has democratized the ability for patients to comment on the care they receive in detail—from the highest of compliments to the worst complaint—that can damage your reputation. The numbers say it all:
- 77% of patients use online reviews as their first step in finding a new doctor.
- 84% wouldn’t go to a referred physician if rated with four stars or less.
- It takes 1–6 reviews for potential patients to form an opinion about a practice.
In a world where your online presence needs to be carefully considered, what can you do when faced with negative online comments? Before reacting emotionally, remember that the goal of protecting your online reputation should be directed at preserving (and, if necessary, repairing) relationships with your patients. It is important to remember that the Internet has no backspace or delete key. Any posting that you make could be misinterpreted, misquoted, or used later as evidence in a lawsuit.
Here are some strategies to avoid and address negative online comments:
BE PROACTIVE
You can stave off poor reviews before they start—certain activities help build a positive presence online. Some suggested efforts to support this include:
- Outreach to patients to post reviews—Encouraging existing patients to post reviews is not only a great way to engage with them, but also increases the number of reviews you’ll get, which generates social proof and trust among prospective patients.
- Post a short blog on a health topic of interest—This establishes you and your practice as both providers and educators on health issues beyond the examination room.
Developing a strategy of engagement with your patients enables transparency and openness, demonstrating that you invite constructive criticism and want to nurture relationships with patients.
RECOGNIZE THE PATIENT AND THEIR SPECIFIC COMPLAINT
- Negative comments invoke defensive reactions—It's a normal reaction to have concerns that a physician’s reputation and practice may be seriously harmed over a negative comment. Nevertheless, you should address the patient’s concerns in a professional and appropriate manner.
- Don’t simply delete adverse comments from your website—An author may re-publish, and embellish, a neglected complaint on other sites.
- While action is often prudent, it needs to be measured and appropriate to the context—Don’t rush to respond before you have a clear and concise response ready. Before responding, cool off. Let it sit overnight and consult a trusted colleague to review your options and your response before sending it.
Take your time to fully understand the patient’s complaint and refamiliarize yourself with the events of the incident as you remember them. Be clear about what is being said, rather than what you think is being inferred.
REACT APPROPRIATELY
- Do not include treatment or payment information or provide patient names or identifying information in your response—HIPAA is not suspended even when a patient posts facts (or non-facts) about his or her treatment. Patients are not governed by privacy laws, but medical professionals are.
- Avoid the trap of joining an insult contest—A commenter may be hoping to engage you in a public debate in which they are not bound by any rules. HIPAA, however, prohibits a provider from discussing any medical information on social media, even if the patient does it first. The only way to win is not to play.
- Patient complaints always have a basis in a perception—An explanation and an apology may be all it takes to resolve the situation. Sometimes patients are right—Perhaps the physician was having a bad day. Maybe the problem really is a rude staff member and corrective action should be taken. Take this opportunity to evaluate the practice and improve it.
- Try to understand the situation from the patient’s perspective—Consider whether there is a concession you can live with.
- Patients who have been heard will sometimes remove their negative comment—Or better yet, they may post a positive comment about how the doctor cares about patients and was willing to listen and address the problem.
The better you can address the comments in a non-confrontational way, the more trust you earn with the patient that you care about the problem and want it solved amicably.
RESPOND POSITIVELY
- Acknowledge that the patient is not satisfied, that patient satisfaction is important, and ask to take the conversation offline to address the issue.
- If the patient does not call, contact him or her—People will often say things online that they would never say face to face. A phone call provides a better chance of connecting with the patient and solving the problem.
- A response should be tailored to the specific complaint—It should be transmitted through a private, secure medium such as a letter or phone call (secure email is also okay, if the patient has set up an account with your practice). It should be documented like any other patient communication.
- Do not copy other parties on your response who are not authorized or appropriate.
At the end of the day, a clear resolution that satisfies everyone may not be possible. Sometimes a patient is just not the right fit for your practice and you can provide them with a referral to a colleague who might be a better fit. However, if you believe that what a patient has posted constitutes defamation, a threat, or other potentially dangerous behavior, document everything and consult an attorney before acting.
1 Online reviews are becoming more important to patients in choosing their care: How to manage your online reputation in health care. Sener, C. Medical Economics. May 2023.
2 A Guide to Healthcare Online Reputation Management. Baker, G. Forbes. Nov 2022.
Information in this article is for general educational purposes and is not intended to establish practice guidelines or provide legal advice.
Article originally published in 1Q24 Copiscope.
