marketing matters

Online Reviews…
Good Medicine for Growing Your Practice

Roys Laux

The use of online forums is becoming commonplace among consumers. In fact, a recent Pew Internet Research study revealed that 72 percent of Internet users looked online for health information last year, and 30 percent have consulted online reviews or rankings of healthcare services or treatments.

Good or bad, smart eyecare professionals can use online feedback to gauge how every element of their practice is doing, and make changes as needed.

HOW CAN YOU USE THE REVIEWS?

A simple Google search of your practice’s name will reveal most online reviews. In the case of Angie’s List, reviews are only seen by members. However, medical providers are encouraged to register with the site free of charge to monitor and even respond to reviews in a timely manner.

RESPOND OR IGNORE

It’s always better to respond, regardless of the review. A simple “thank you” on a positive review lets patients know you’re listening.

For complaints, there may be a simple answer you can provide which benefits both the reviewer and anyone else who may be reading. If the complaint is not easily answered, still respond to say you’ll look into it—and then do so. Even reviewers who indulge in angry rants may change their attitudes when they realize you have taken the time to listen and respond.

CORRECTING MISINFORMATION

Many ECPs are accustomed to patients doing their own research on the Internet and picking up incorrect or exaggerated information. An online forum is a good place to set the record straight, both about medical conditions and how medical offices operate.

PATIENT CONFIDENTIALITY

Both federal law and medical ethics require medical professionals to maintain strict rules of patient confidentiality. This can still be maintained in a public forum. Just be sure to respond in general terms without alluding to the reviewer’s identity or condition.

If you encounter a case where the reviewer has in some way revealed his or her own identity, offer to take the conversation offline. Doing so will demonstrate to others that you take the critique seriously while reducing your chances of violating confidentiality rules.

FALSE AND INFLAMMATORY

Don’t get drawn into a public argument. If you feel you are being slandered or harassed, contact the review site for guidance. Angie’s List, for example, has a complaint resolution team which can be brought in to mediate a dispute.

In addition, don’t let over-the-top reviews scare you off. Most reviewers are just as reasonable online as they are in your office. Be open-minded about what they have to say. They’ll appreciate it, and you may discover it’s a benefit to be able to engage with patients online.

Staying on top of your online reputation will make it much easier to fix whatever ailments come your way. EB

Roys Laux is the general manager of the Angie’s List Health and Wellness division.