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Before the age of the internet, word of mouth was king. Whether a person needed a recommendation for a pediatrician or handyman, they would simply bend the ear of a neighbor or coworker. However, as technology becomes increasingly more accessible, online reviews supplant the need for these endorsements, placing a world of importance on obtaining favorable web reviews. According to research, more than 90% of local customers (and potential patients) do their due diligence online before stepping into your office.
In my role of spearheading digital marketing and website production departments for iHealthSpot, I’ve seen this shift firsthand.
According 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. However, when a patient feels there has been an inconvenience — or worse, injustice — they’re willing to author a diatribe.
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. All it takes is a few to sully an otherwise sterling reputation. In fact, a study shows that four or more negative reviews are likely to cut your potential new customer base by 70%. An article in The Washington Post cited one intuitive observation from Andrea Pearson, CMO at Healthgrades: “consumers make decisions with their emotions first.”
The web is a wealth of knowledge when it comes to selecting a purveyor of goods or services, and health care is no exception. However, the rising number of platforms for rating businesses has made it challenging for companies to monitor and manage their online reputations. 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.
One thing to note when considering online reviews is that the physician isn’t always the source of what occurs in the office. 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. In an article, Dr. Tara Lagu, an academic hospitalist at Baystate Medical Center in Massachusetts, mentioned that incidences like these “can ruin the whole visit for a patient.”
Take Quest Diagnostics, for example. 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.