Like other public-facing businesses, doctors will have to address angry comments, fake reviews, and other downsides of the digital age. Unlike many other industries, however, healthcare providers are constrained by HIPAA regulations. Fortunately, they do have some options available that allow them to leverage or control online reviews.
1. Ask for raves. When one patient writes a negative review, some offices ask favorite patients to combat that post with their own thoughts on the doctor’s services, waiting room times, and courtesy. Because scores typically are based on averages, satisfied patients’ reviews will balance out the lone malcontent.
2. Contact the complainer. If a patient posted negative feedback after a visit, contact him to see if the office can do anything to improve the situation. Many review sites allow a service provider to privately message a reviewer without revealing the identity of the person who complained. If the person doesn’t respond or is unreachable, accept fault, apologize, or explain. An unusually long wait could have been because the doctor was called to the emergency room for a critical patient or for an early delivery, for example.
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