If this option isn’t in the cards, have an office manager or public relations department vet all comments and respond to criticism (and praises) in a timely manner. Many marketing professionals offer services to help you regain control of the internet by verifying and updating your business information and responding to comments in a timely manner. So, how can your business do damage control when the inevitable occurs? If possible, appoint reputation managers. Even a neutral response that doesn’t mention specific medical information can be considered a breach of HIPAA, should it reveal anything that identifies the individual in question or if there is "reasonable basis to believe the information can be used to identify the individual.” Responding to a disgruntled patient, even if their claims have no merit, can land a physician’s office in hot water and result in privacy lawsuits, adverse licensure action and fines. Unlike a restaurateur, who can simply reply to a dissatisfied customer and remedy the situation, medical professionals must be cautious to adhere to stringent HIPAA regulations. According to an NPR article, the chain of lab testing clinics has amassed quite a few unfavorable reviews, with 13% of them including the word “rude.” It's extremely important that physicians recognize their office and how it's run as an extension of the brand's perception. Tara Lagu, an academic hospitalist at Baystate Medical Center in Massachusetts, mentioned that incidences like these “can ruin the whole visit for a patient." Complaints are often voiced about things the doctor has little to no control over, like long wait times, ill-mannered receptionists or less-than-spotless office environments. One thing to note when considering online reviews is that the physician isn’t always the source of what occurs in the office. Many marketing companies have developed strategies to assist corporations in chartering these rocky waters - manning their online accounts for Yelp, Google, Facebook, as well as the medically-focused Vital, RateMDs, Healthgrades and ZocDoc. However, the rising number of platforms for rating businesses has made it challenging for companies to monitor and manage their online reputations. The web is a wealth of knowledge when it comes to selecting a purveyor of goods or services, and health care is no exception. An article in The Washington Post cited one intuitive observation from Andrea Pearson, CMO at Healthgrades: "consumers make decisions with their emotions first." In fact, a study shows that four or more negative reviews are likely to cut your potential new customer base by 70%. All it takes is a few to sully an otherwise sterling reputation. In the medical field, this rule of thumb holds true, causing doctor’s offices, hospitals and surgicenters to feel the heat that comes from negative reviews. However, when a patient feels there has been an inconvenience - or worse, injustice - they’re willing to author a diatribe. In my role of spearheading digital marketing and website production departments for iHealthSpot, I've seen this shift firsthand.Īccording to an article published in the Harvard Business Review, many online ratings “tend to over-represent the most extreme views.” When people are satisfied or feel a service is up to par, they’re not as likely to invest precious time sharing their thoughts.
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