REACTING THE RIGHT WAY Dr. Pho offers five tips to handle on- line reviews:
1. Listen to or read the review, 2. Take the conversation offline, 3. Read the fine print on a review site, 4. Ask more patients to rate you on- line, and
5. Don’t sue over a negative review. Seeing what patients say can pro-
vide valuable insight into not just what they think of you but also what they think of the entire experience. “If you look at negative reviews, it’s
not necessarily the doctor himself or herself,” Dr. Pho said. “It could be the support staff. It could be the nurse. It could be the medical assis- tant. It could be the fact that there’s not enough parking. It could be the fact that the magazines in the waiting room aren’t up to date. And it’s im- portant for physicians to be aware of problems in a practice that they may not have been aware of previously.” Eye Institute of Austin always tries
to reach out to any patient who posts a negative review, Mr. Bickling says. “The more positive reviews we have,
the shout-outs from patients about specific individuals or specific func- tions of our practice, it’s always great affirmation and a way for us to see that, hey, we’re doing the right things. And typically, if it’s a negative re- view, it may just be something where we missed the mark service-wise. It could be something as simple as we had a really long wait time one day.” Taking the conversation offline has another implicit meaning: Don’t re- spond online to the treatment-related specifics of a negative review. If the physician can identify the patient who posted a scathing review, he or she can reach out privately to the patient to address and, if necessary, rectify the problem the patient had. That’s preferable to getting into a damaging, public back-and-forth that could also introduce potential patient confidentiality violations.
36 TEXAS MEDICINE March 2017
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