It’s a rare occurrence for patients to willingly opt for out-of-pocket payments to consult with a doctor. Yet, according to a survey by the Software Advice consulting firm, 47 percent of respondents expressed willingness to do so, favoring out-of-network doctors over potentially more affordable and convenient in-network options. The driving force behind this unconventional choice? A doctor’s superior online review profile.
In today’s digitally-driven world, where search engines reign supreme, patient reviews wield significant influence. They often stand as one of the first touchpoints for prospective patients seeking healthcare information online. Pascal Bensoussan, Chief Product Officer at Reputation.com, emphasizes that reviews frequently find patients, rather than the other way around. However, patients actively seek out reviews as well, with an estimated 77 percent incorporating them into their decision-making process before scheduling appointments.
But what aspects of reviews matter most? Does quantity outweigh quality? Surprisingly, negative reviews can even benefit providers. Here’s a breakdown of how patients engage with, absorb, and interpret these concise evaluations of healthcare services.
The Search Process: The internet’s open nature has made online reviews indispensable across various services. Just as travelers check for bed bugs before booking a hotel room, patients scour the web for insights into potential healthcare providers. Mary Hall, CEO of IHealthSpot.com, notes that patients often turn to Google to evaluate qualifications and get a sense of a practice’s personality. High review volumes across platforms like Google, Zocdoc, and Facebook catch search engine algorithms’ attention, ensuring exposure to patient experiences without specific searches.
Review Evaluation: Once engaged in review reading, prospective patients focus on several key elements. Bensoussan highlights the significance of overall star ratings as graphical representations of aggregate opinions. According to Hall, a rating of three stars or higher typically suffices to confirm a referral choice. Recent reviews hold more weight than older ones, reflecting evolving circumstances. Review volume also plays a crucial role, with patients hesitant to judge providers with minimal feedback. Negative reviews, particularly those addressing bedside manner and staff professionalism, often leave lasting impressions.
The Ideal Review Page: Striving for flawless, five-star ratings may not be optimal, especially with a limited number of reviews. Bensoussan suggests that a higher volume, including a few negative reviews, lends credibility and humanizes the practice. Positive descriptors like “compassionate” and “communicative” enhance the review’s appeal, while responses to negative feedback demonstrate attentiveness and care from the provider’s end.
In summary, patients value positive reviews but appreciate a balanced mix, supplemented by a substantial volume of feedback. They seek assurances regarding staff professionalism, care, and minimal wait times. Addressing negative feedback promptly and privately can mitigate its impact and even improve patient retention. Ultimately, while review sites are integral to the modern healthcare landscape, strategic management can attract and retain patients effectively.
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