5 tips for getting positive online patient reviews
At the 12th Annual Spine, Orthopedic and Pain Management-Driven Conference in Chicago on June 13, Beth Berger, national director of the healthcare practice at Arthur J. Gallagher and Co., and Dana Fox, shared best practices for managing social media comments and patient reviews.
Ms. Berger began by explaining the importance of having a presence on social media. “If you don’t have a social presence,” she said, “you’re really losing out on that market.”
One area of social media that can seem unnerving but is essential to embrace is user-generated reviews, such as those on Yelp. Consumers increasingly rely on online reviews to drive purchasing decisions, so providers should encourage an actively respond to them.
“The patient is going to become the consumer,” said Ms. Fox. “They’re going to be accountable for their own healthcare. They’re going to start looking at their healthcare like they would for buying a major appliance.”
Research also suggests a potential consumer or patient who reads a user-generated review is more likely to become a customer. Mobile shoppers who view customer content like a review show a 133 percent higher conversion rate, said Ms. Berger.
How can providers increase the likelihood of a positive review?
Ms. Berger and Ms. Fox provide the following five tips, which have been supported by research:
1. Don’t keep patient waiting.
2. Review the patient’s health history in front of them. “They care that the health records were reviewed by a physician in front of them,” said Mr. Fox.
3. Be transparent and upfront about costs. “Don’t sugar coat it,” she said.
4. Communicate clearly what you’re doing
5. Be courteous and kind.
Overall, good customer service is the “holy grail to get good reviews,” said Ms. Fox.
If a negative comment appears, “you absolutely have to respond,” she explained. Be careful not to identify the patient, as doing so could violate HIPAA. Let them know how you will respond to their issue, and encourage them to return to the practice.
Keep in mind that volume of reviews is more important than a rare negative review, so while negative reviews must be responded to quickly, they shouldn’t be dwelled on. Instead, physicians should actively encourage patients to share their experiences with others.