Influential Insights: How Your Online Reputation and Reviews Affects Healthcare Choices?

• 
  Doctometer
• 2024
• 6 min read

Influential Insights: How Your Online Reputation and Reviews Affects Healthcare Choices?

Embark on a journey to uncover the crucial role online reviews play in shaping healthcare provider reputations. In a digital age where 55% of millennial patients rely on online feedback, the impact on healthcare facilities is profound. Patient expectations in healthcare differ significantly, emphasizing the need to grasp the consequences of online reviews. Join the exploration of how patients, whether for routine check-ups or elective treatments, seek assurance in the reputation of skilled professionals. Unravel the dynamic interplay between patient choices and the digital footprint of healthcare providers. Firstly, let's delve into some intriguing market insights. Did you know?

·       77% percent of patients rely on online reviews as their initial step when searching for a new doctor.

With the rise of technology and the abundance of information available at our fingertips, it's no surprise that a significant percentage of patients turn to online reviews as their first point of reference in selecting a new doctor. Reviews provide valuable insights into the experiences of others, helping individuals make informed decisions about their healthcare providers. As the digital age continues to shape the way we navigate the world around us, online reviews serve as a powerful tool in guiding individuals towards the right healthcare professionals for their needs.

·       84% of people would not visit a recommended doctor if they were rated four stars or lower.

While online ratings can provide some insight into the quality of care provided, it is essential to consider various factors before making a decision. Factors such as qualifications, experience, specialization, and patient reviews should all be taken into account when selecting a doctor. It is important to remember that everyone's needs and preferences are different, so it is crucial to find a doctor who aligns with your values and health goals.

·       Average ratings of 4.2 to 4.5 are the most trustworthy.

It’s also been shown a perfect 5-star rating isn’t the most effective for getting patients, as perfect reviews can cause doubt at the validity and authenticity of the reviewers to your site. In fact, a study by PowerReviews and Northwestern University showed that an average rating of 4.2 to 4.5 is the most trustworthy and increases the likelihood of conversion.

·       An average rating of 4.5 and above is best to ensure you’re not filtered out of results.

In areas of high competition where the majority of practices have patient reviews, patients can feel overwhelmed — and feel like they help to filter through results. Within the local results, Google allows users to filter by rating. If your business listing has an average rating of fewer than 4.5 stars, you risk being filtered out of the results.

·       68% of consumers form opinions with 1-6 reviews.

The BrightLocal survey revealed that 68% of consumers form an opinion with 1-6 reviews, and 90% trust a business after reading up to 10 reviews. Beyond 10 reviews, only 10% of consumers continue to be influenced.

·       Reviews age and frequency matter more than quantity in reviews.

BrightLocal reports that 73% of consumers find reviews older than 3 months irrelevant, and 22% only consider reviews from the last 2 weeks. To maintain a strong reputation, healthcare practices need a consistent review strategy.

·      65% of physicians currently have zero online reviews.

Healthcare organizations without an optimized digital presence not only hinder patients in finding the right healthcare provider but also undermine their potential for growth and acquisition. This is a missed opportunity to instill trust and attract patients, as people inherently gravitate toward well-reviewed healthcare providers when seeking optimal care. Patients seek confidence in their chosen providers, and great reviews act as invaluable, organic publicity that doesn't require purchase.

 

How you can increase online reviews, patient trust and acquisition?

Boost online reviews, patient trust, and acquisition by delivering outstanding customer service. Clear communication, empathy, and professionalism build trust and a positive patient experience, enhancing your online presence. Explore practical 14 recommendations below.

 

1.       Always respond to online reviews

In an industry where people deeply desire empathic and genuine human-to-human communication, responding to reviews adds enormous levels of brand trust. For 5-star reviews, a quick reply solidifies that positive sentiment and bolsters the patient-provider relationship. For negative reviews, it can repair a damaged relationship. A full 79% of people will leave a positive online review if a business turns an initially negative experience into a positive one.

2.       Reviews increase your online visibility

While highly influential, demonstrating your clinic’s incredible reputation for care, compassion, and expertise isn’t the only perk of online reviews. They are also a significant part of your organization’s online ranking factor, or how far atop the search engine results pages (SERPs) your listings will land.

For Google Search, it’s estimated that around 13% of a search ranking is tied to online reviews. Considering 92% of people never go past search page one, your clinics and physicians must land near the top of the SERP to even be in the running for most prospective patients.

3.       Best practices for review response: positive reviews

Positive online reviews show you who your champions are. As promoters, it’s important to thank enthusiastic patients and treat positive reviews as an opportunity to create a lifelong relationship. Hospitals providing incredible patient experiences can expect bigger patient flow.

 

4.       Write their name.

When you want to create a personal connection, always start by saying someone’s name. It shows you care about who your patients are enough to engage with them as individuals.

 

5.       Express your gratitude.

There are a lot of ways to express gratitude. People want to feel heard, especially when they share a detailed review. Instead of limiting your reply to a thank you, dive into the details. It’s also a great way to incorporate any keywords you want to use for search engine optimization (SEO) purposes.

 

6.       Encourage loyalty and referrals.

They loved their experience. Now encourage them to become lifelong patients. Whether you tempt them with a new product or simply let the patient know you can’t wait to see them again, give them a reason to come back and share their positive experiences with friends and family.

 

7.       Thank them again and sign off thoughtfully.

Close the response with a thank you to drive the key message home. Express how grateful you are for their loyalty and their willingness to advocate for your organization. Sign off with a warm, positive sentiment and your name to add transparency and a personal touch.

 

8.       Best practices for review response: negative reviews

Although it can be frustrating to receive negative reviews, they can be a valuable learning tool and an opportunity to rebuild a connection. Responding to negative reviews highlights your commitment to patient care and satisfaction. It also shows that you care about a person's experience.

 

9.       Respond quickly.

No one likes a one-sided conversation. When a patient takes the time to write a review, show you’re actively listening. If a clinic doesn’t respond fast, or at all, patients assume you don’t care about their patronage.

 

10.   Be authentic.

Patients want to know there’s an authentic human behind your brand and response — not a robot. Avoid marketing speak, industry jargon, and lengthy explanations. Make your response conversational, humble, and honest.

 

11.   Keep it polite.

Always take the high road. Even if a patient posts a low blow, keep your response polite, civil, and aimed at the problem at hand: the patient’s dissatisfaction.

By focusing on finding a solution to their dissatisfaction and providing excellent care, you not only uphold your own standards but also contribute to a positive and constructive patient-provider relationship.

12.   Be empathetic.

Empathize with the patient’s complaints. Saying “I’m sorry” or “I understand” can go a long way in making someone feel like their opinion is valid and valued. By acknowledging their concerns and showing genuine care, you can create a more supportive and trusting relationship with them.

13.   Think of future patients.

If a potential patient were to read a bad online review, what concerns could they have — and more importantly — what is your organization doing to prevent that issue from happening again? This can significantly ease the worries of hesitant future patients.

 

14.   Take it offline.

When responding to a negative review, especially a particularly harsh or sensitive one, always offer a way for the patients to reach you offline. This offers a safer place to connect one-on-one, make it right, and prove that you truly care about their experience.

 

In conclusion, actively managing online reviews is a powerful strategy for healthcare organizations to increase patient trust and acquisition. By responding thoughtfully to both positive and negative reviews, expressing genuine gratitude, and fostering personal connections, providers can enhance their reputation and build lasting relationships with patients. The impact of online reviews on search rankings further emphasizes the importance of maintaining a positive digital presence.