Knowledge Library

The growth of online physician rating sites is causing a lot of physicians to feel like they’re losing control of their reputations. When seeing negative comments online, it’s natural for professionals to want to respond immediately to defend their reputations. But is that always the best course of action?

Physicians sometimes call NORCAL Group Risk Management department for advice after a patient has posted a negative review online. Some callers want confirmation that fighting back in court or online is appropriate, but these seemingly satisfying solutions can backfire.

Patients are leaning heavily on physician reviews to help them select a physician.¹ Recent developments also suggest that these reviews may one day affect physician availability in payer networks.² As important as these reviews are—and may become—it helps to understand what they actually say and what your practice can do about them. This special report describes the nature of these reviews and offers strategies for encouraging positive ones to help you maintain a positive online reputation.

Patients are turning to sources such as ZocDoc, HealthGrades, Vitals, Yelp and other online physician review sources, and reviews are impacting where patients seek care. A 2019 survey conducted by Software Advice found that 72% percent of respondents used online reviews as a first step in seeking a medical provider. While this percentage may appear shockingly high to some, it accurately reflects our nation’s current consumer landscape. With similar models for selecting restaurants, clothing, cars, and other retail businesses, it was only a matter of time until the healthcare industry followed. Understanding what these online reviews say — and don’t say — can help your practice develop a strategy for improving these reviews and aid you in developing a positive reputation online.

The benefits of using social media in a medical practice are becoming increasingly clear, which makes the pressure to get involved even greater. As medical practices become more sophisticated at using social media for knowledge sharing, marketing, and other forms of communication, those who fail to participate will fall behind. These social media tips for medical practices can help you get started.