Unfavorable online reviews can potentially torpedo the reputation of a healthcare organization or a provider – and negatively impact revenue. As healthcare marketers implement reputation management programs, success depends on gaining buy-in from key stakeholders, particularly physicians and management.
However, this can be easier said than done. Physicians can be wary of online reviews. Many doubt their validity or disagree with them. Others want bad reviews to “go away.” On the other hand, healthcare executives are making patient experience a
Research data show that misgivings are common. A recent study published in the Journal of General Internal Medicine reports that 78% of providers say online physician reviews can cause them stress. This is despite the fact that about half of patients in the survey said they feel reviews are useful.
What’s the key to gaining buy-in? Let analytics do the talking. Using data to engage physicians and communicate progress to executives helps both groups of stakeholders embrace the value of online reviews and surveys, including how they can use the results to improve their online presence and gain insights into where they can improve the patient experience.
When presenting your case for a reputation management program, let revenue-related statistics speak for you:
- 75% of Americans say online ratings and review sites have influenced their decision when selecting a physician (source: Binary Fountain)
- 95 percent of respondents find online ratings and reviews “somewhat” to “very” reliable. (source: Binary Fountain)
- Organizations providing “superior” patient experience achieve net margins 50 percent higher than those providing “average” patient experience. (source: Accenture)
- Ratings from patient surveys like HCAHPS also impact revenue. Hospitals with higher patient ratings saw a net margin of 4.7 percent, while hospitals with poor ratings saw just 1.8 percent net margin. (source: Deloitte) How can a hospital reach HCAHPS or revenue goals without putting patient experience first?
Physicians are overachievers and often naturally competitive. They are also trained to rely on empirical evidence, to trust data and outcomes. Giving physicians a clear perspective on patient experience data – insight that clearly affects their practices – can grab their attention. Once they see reports that show good reviews far outnumber unfavorable ones, they’re much more inclined to buy in.
Once providers and managers gain insight into the collective score of both the physician and the facility, they can cultivate a plan for continuous improvement based on actual patient experience and outcomes. Providing practice-wide physicians benchmarking reports on patient experience factors can incentivize them to improve in areas where they have low scores.
For more advice on best practices for choosing, adopting and implementing a reputation management program, visit our blog.
About the Author
Brian helps healthcare organizations better understand their healthcare consumer challenges and needs, in order to efficiently manage and improve patient satisfaction.