News Feature | June 24, 2015

How's Your Web Reputation?

Katie Wike

By Katie Wike, contributing writer

Medical Records

A practice’s reputation is affected by online reviews – so much so that some providers are hiring “reputation management” staff.

One in four patients checks online reviews before seeing a doctor. Forty percent told researchers online ratings were “somewhat important” to their healthcare decisions. So what is your online reputation doing for you? Do you monitor the reviews written about your organization?

Keeping up with your online reputation has become so important some provides have hired “reputation management” staff to ensure patients are satisfied and the reasons for any bad reviews are remedied. iHealth Beat reports these staff members are tasked with the following:

  • Engage patients by responding to questions and comments on social media to help resolve any potential issues that could lead to negative reviews;
  • identify specific trends in the reviews and share the information with providers so they can address the issues; and
  • use the monitoring technology to survey patients and to potentially push positive comments out to ratings websites.

Other ways providers are maintaining their online reputation include launching their own rating systems, or connecting with patients after their visit to make sure all their needs were met.

Companies like HealthLoop offer virtual follow-up visits so patients can be asked questions regarding their condition and email any concerns they may have to their doctor. This process helps staff see which patients need attention. “It becomes an amazing marketing engine,” Todd Johnson, HealthLoop CEO told the Washington Post.

Patients appear to enjoy learning more about their doctors and hospitals through reviews as well. “A lot of times people don’t know what avenue to take to express their feelings about their treatment,” said Laura Thomas, an ophthalmic assistant and patient. “Nowadays you just go online and hit five stars or whatever as you’re walking out the door. You just pull it up on your phone. It’s so instantaneous.”