We have yet to find an online physician and medical practice rating system that is "perfect." Are you aware of how you rate on HealthGrades.com, or ratemds.com, or Vitals.com, or any of the dozens of other physician rating websites that populate the Internet?
If someone has taken the time to post a comment, does it represent your practice fairly or is it a one-time unflattering rant? And if the overall impression is "positive," a practitioner may embrace the results. But "negatives" that don't reflect well on the physician's marketing, branding or reputation are frustrating if not infuriating.
If, for example, a patient feels that they've been rushed through an appointment or believes their concerns are being ignored, they may express their own frustrations and disappointments online. And once the unflattering comments are posted on the Internet, they are difficult to challenge or change, even when they are false or unjustified. (Contrary to what some paid services would like you to think, there's not much that can be done to remove or erase such comments.)
The most practical approach to positive patient comments is by being proactive. While you can't control reactions to patient care, you can implement a deliberate program of communications and engagement that gives every patient the means to feel heard before turning to online social media.
The foundation, of course, is in consistently delivering an overwhelmingly positive patient experience. And when patients feel that you're listening to their concerns and addressing them, they are more likely to become ambassadors, and make referrals to friends and family.
The most effective communications programs include a variety of media and methods. Here are several strategies for showing your patients you are listening.
A consistent communications program has the potential to create the kind of advocates who are encouraged to go online and post glowing reviews of your services, as well as refute negative ones you can't address yourself.
The good news is that some surveys say that most online comments are positive. More importantly, well-informed and engaged patients are more likely to experience better health and outcomes.
Marketing a healthcare organization can be challenging - even painful if you don't approach it with the right knowledge, tools, and guidance. By reading about mistakes and lessons others have learned the hard way, you can boost your marketing effectiveness and take a shortcut to success. Discover how to avoid these "Seven Deadly Sins". Plus, join over 30,000 of your fellow healthcare providers with a free subscription to our Insight Newsletter.