It’s very difficult not to take it personal when a patient makes an untrue comment or leaves an unfair review. Initially, you want to give that patient a piece of your mind. Don’t take it personal! They’re probably just venting and taking it out on the computer. Most of the time the reviews are positive. But, once in a while, a negative review pops up on Yelp. Enclosed are 7 tips to help your medical practice respond to online patient reviews.
1. Don’t violate your patient’s privacy.
Patients are disclosing their Protected Health Information (“PHI”). Any self-disclosed medical information from the patient cannot be protected. Health Insurance Portability and Accountability Act of 1996 (“HIPAA”) applies online. Many medical practices are violating HIPAA rules without even knowing it. Once the patient uploads their picture, discloses their name and location they are no longer de-identified. If they describe their medical procedure or take pictures of their surgery, they have self-disclosed their PHI records. Be careful, you violate HIPPA when you respond; respond on the phone and in the office.
2. Keep your personal and professional profiles separate.
Create a business page that professionally responds to your patients. Don’t forget! You’re still the doctor; be sympathetic to your patient’s needs. They might be acting irrationally because they are afraid of the medical results of their visit.
3. Respond to positive reviews.
Prepare your office with a boilerplate response for positive reviews:
“Thank you for visiting our office and taking the time to write about your experience at our medical practice. We value your opinion—please don’t hesitate to call us directly with your personal medical questions.”
4. Respond to negative reviews.
Also prepare your office with a boilerplate response for negative reviews. It’s important to acknowledge the review. But, tell the patient to call the office immediately or speak in-person.
“We apologize for your negative experience and bringing it to our attention. ‘Doctor Name’ would like to discuss your situation personally; please call our office at ‘Telephone #’. Thank you.”
5. Don’t sue Yelp.
At times it seems like suing Yelp is the only option. But, many state laws protect their online review platform. If the patient review is fraudulent, flag the review—Yelp will audit the fake review immediately.
6. Don’t sue your patients.
If found not guilty, stifling the patient reviews for defamation of character can end up in expensive legal expenses. Some states have anti-SLAPP jurisdiction (Strategic Lawsuit Against Public Participation [“SLAPP”]). Meaning, if they find your case frivolous they can ask your practice to pay for the patient’s legal expenses.
7. Never edit a response.
Leave it, delete it...but, never edit it. If the response reveals private health related patient information, delete it immediately. Never alter the patient’s response. Due to Section 230 of the Communications Decency Act, you’re medical practice is not liable for defamation on a review website from a third party participant.
Lastly, your online reputation is a serious matter—don’t take it lightly. Dedicate your office manager or assign a trained professional to respond to your medical practice’s online reviews on a daily basis. The ongoing success of your medical business depends on it.
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