By Stewart Gandolf
Chief Executive Officer
Perhaps you’ve followed the Taco Bell (“Of Course We Use Real Beef“) PR brouhaha, or you recall the PR catastrophe for BP regarding last year’s gulf oil spill.
Admittedly these are big business issues at the tip of the PR disaster sword. The media has a field day, and it’s a spectator sport for the general public. Professionally, let’s hope that your healthcare marketing and public relations experience never suffers this kind of global flack.
But these corporate calamities hold useful lessons for physicians, group practices, hospitals and other healthcare providers. What the giant corporations do (or don’t do) can transfer to something as common as physician reviews and negative patient comments.
Straight from the news pages, here are three PR textbook examples and how they might be useful where you live:
The FIGHT Response: In response to a much-publicized class action lawsuit, Taco Bell is out with vehement denials and a series of new advertisements titled: Thank You for Suing Us. While it’s commonplace to quickly embrace and repeat compliments, a common reaction to negative comments by patients is to discount or deny them as uninformed and/or incorrect. Some, perhaps most, situations require a response, but an angry, defensive or “come-out-swinging” answer can more easily aggravate a situation than disarm it.
The FLIGHT Response: For reasons that are self-evident, we can’t link to an illustration on this one. Remaining silent–the opposite of FIGHT—is seldom heard. Call it the “ignore-it-and-it-will-go-away” approach. And while minor things sometimes do seem to disappear, healthcare Public Relations pros and marketing communications executives recognize that there can be a serious downside in silence. The “no-response-response can be seen as stonewalling or even an admission or agreement. The patient issue or comment is still out there.
The LISTEN Response: Hopefully the patient-physician communications channels are wide open and so that patient issues or experiences can be discussed, addressed and resolved before they blossom into a negative online review or word-of-(bad)mouth comment.
A real world illustration of listening and acting—one that didn’t make as many headlines as Taco Bell—is this article by Los Angeles Otolaryngologist John W. House: How Online Reviews Can Help a Physician. It can be surprising how effective it is to listen to, and learn from, patient issues and to actively resolve an issue of concern.
There’s seldom a simple answer to seemingly simple issues, but the fundamentals can be useful in addressing problems of all shapes and sizes. Read more about negative comments and Listening to the Voice of the Patient. By the way, feel free to give us a call anytime. We’re here to listen.