Managing Negative Online Reviews from Patients

March 9, 2022

Reading time: 3 minutes

The internet and social media have fundamentally changed the ways in which healthcare consumers gather and exchange information. More and more, patients are going online to research health information, find providers, and comment about their positive and negative healthcare experiences.

Although managing unfavorable reviews can present challenges and pitfalls, various risk management strategies can help Oral & Maxillofacial Surgeons (OMS) navigate these situations.1

Implementing strategies to improve patient comprehension can help OMS provide optimum care for patients who have LEP and reduce the risk of misunderstandings that could potentially lead to adverse outcomes.

  1. As part of your organization’s communication and social media policies, develop a strategy for interacting with patients online, including responding to both positive and negative online reviews.
  2. Designate an appropriate individual to monitor the organization’s online presence as well as online reviews and comments about individual providers.
  3. Explore the possibility of using online alerts and other technology solutions to monitor feedback about your organization and to assist with reputation management for the organization and its providers.
  4. Develop scripted language to respond to negative online reviews. The language should emphasize the organization’s commitment to high-quality patient care and satisfaction and should encourage individuals who have concerns to contact the office directly.
  5. Be vigilant about federal and state privacy regulations, and ensure that anyone responding to online patient reviews understands the obligation to protect patient privacy and confidentiality.
  6. In each circumstance, consider the best approach for handling the online review. Options might include (a) not responding at all, (b) responding online in a professional manner, or (c) contacting a known patient directly to address his/her concerns.
  7. When responding to negative reviews, avoid sounding defensive, making excuses, or criticizing the patient in any way. Under no circumstance should a provider or staff member engage in online arguments or behavior that might be considered threatening or unprofessional.
  8. Reinforce the importance of treating all patients with dignity, courtesy, and respect, and establish the expectation that all providers and staff members exhibit professionalism during both in-person and online interactions.
  9. View online reviews as a learning opportunity for both providers and staff. Evaluate positive and negative reviews, and discuss how the organization can build on quality improvement processes.
  10. Encourage trusted, satisfied patients to post online reviews. Reviews that discuss positive experiences with the organization and its providers will help counteract negative reviews.
  11. Devise a plan for how your organization can use social media to build a positive online presence and share its mission. Doing so can help build your online reputation and offset potentially negative feedback.
  12. Consult legal counsel or consider contacting a review site’s webmaster if a patient posts information that is false or defamatory.

Endnotes

  1. Adler, E. L. (2016, September 21). How not to respond to bad patient reviews online. Physicians Practice. Retrieved from www.physicianspractice.com/marketing/how-not-respond-bad-patient-reviews-online; Chauhan, M. K. (2016, December 18). Managing patient online reviews can make a difference. Physicians Practice. Retrieved from www.physicianspractice.com/blog/managing-patient-online-reviews-can-make-difference; Cryts, A. (2016, December 1). Docs, ignore millennials’ online reviews at your peril. FierceHealthcare. Retrieved from www.fiercehealthcare.com/practices/docs-ignore-millennials-online-reviews-at-your-peril; Kropf, S. (2015, May 8). Responding to negative online patient reviews: 7 tips. Physicians Practice. Retrieved from www.physicianspractice.com/blog/responding-negativeonline-patient-reviews-7-tips; Segel, R. (2017, January 4). Dissed by unhappy patients? Here’s what to do. MedPage Today. Retrieved from www.medpagetoday.com/PracticeManagement/PracticeManagement/62349; Weber, S. (2015, December 14). How to: Deal with negative online reviews. Physicians Practice. Retrieved from www.physicianspractice.com/marketing/how-to-deal-with-negative-online-reviews

Additional Risk content

Risk

Considering a patient’s medical history before treatment can better ensure their safety. In this case study, an oral and maxillofacial surgeon fails to check a hypertensive patient’s blood pressure before a procedure, and consequently, the OMS is reprimanded by the Dental Board.

Risk

Informed consent can help oral surgeons mitigate risk. In this case study, an OMS is accused of negligence after a patient loses nerve function in their eyelid post-op. However, loss of nerve function had been discussed during the informed consent process.

Risk

Patient privacy is a crucial aspect of oral and maxillofacial surgery, especially in the present digital landscape. In this case study, an OMS is sued after unintentionally disclosing protected health information (PHI) about a patient in response to an online review.

This document does not constitute legal or medical advice and should not be construed as rules or establishing a standard of care. Because the facts applicable to your situation may vary, or the laws applicable in your jurisdiction may differ, please contact your attorney or other professional advisors if you have any questions related to your legal or medical obligations or rights, state or federal laws, contract interpretation, or other legal questions.

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