Online reviews can make or break a small business. We can’t ignore the power of platforms like Google, Yelp, and Facebook, where a few negative reviews can influence people away from your practice (and hinder your earning power).
Every review, whether positive or negative, offers a chance to demonstrate your commitment to patient care. Not to be too Pollyanna-ish, but negative reviews are a real opportunity to address concerns and publicly show your dedication to resolving issues.
As a goal for 2025, consider a renewed focus on your online presence, including reviews.
Step one: Find out where people are reviewing you. In addition to the big dogs mentioned above, Healthgrades and Zocdoc are spots you might be mentioned. Make sure your profile is claimed and verified on each.
How can you stay on top of new reviews across the vast internet?
- Set up Google Alerts for your name and practice name.
- Consider review monitoring tools that aggregate reviews into a dashboard (Birdeye, ReviewFlowz, InMoment, Podium, etc.).
- Track mentions on social media platforms (there are social listening tools like Mention, Sprout Social, Brand24, Hootsuite, etc.).
- If you’re manually checking for reviews, schedule a recurring reminder to do so.
When the bad review surfaces
Resist the urge to react defensively, but don’t ignore the review altogether. Let’s say someone leaves a scathing review about long wait times or an unfriendly receptionist. Remember, your response is public, and future patients are watching. Start with a simple, genuine apology: “I’m truly sorry to hear that you had this experience with our practice.” Express empathy and a desire to make things right. And communicate how you plan to address the issue going forward.
Engaging thoughtfully like this has the potential to truly flip the script. As noted by Optometry Marketing, “Responding to negative feedback can actually turn a dissatisfied customer into a loyal one.”¹
It’s also important to stay HIPAA-compliant. You can’t divulge specific details about a patient’s visit, no matter how much you might want to explain the situation. In those cases, keep it general and invite the patient to connect offline: “I’d love to learn more about your experience and see how we can improve. Please call our office so we can address your concerns directly.”
Recommended read: Online Review Statistics for Healthcare in 2024 (full of interesting stats about how people search for care)
Be prompt
Addressing bad reviews in a timely manner is crucial. It’s one of the best things you can do to mitigate the effect. A delayed response or no response suggests that you’re indifferent or inattentive. But when patients (and prospective patients) see that you’re actively engaged with feedback, it builds trust. Show you’re paying attention and that you care enough to make things right.
Before you move on
There are lots of reasons someone might sound off with a negative review, and sometimes it happens because of factors outside your control. But sometimes, negative reviews point to legitimate, recurring problems. Maybe you’ve seen complaints about wait times during an appointment. Consider this a chance to improve your scheduling process. If patients feel pressured to purchase products, take a closer look at how your staff is communicating recommendations. Little adjustments, like being more transparent about pricing or ensuring a no-pressure environment, can make a huge difference.
Besides addressing the occasional bad review, it’s very important to encourage satisfied patients to share their positive experiences. We know that, in general, happy patients/customers typically don’t think about leaving reviews. Don’t be afraid to suggest it! A friendly reminder at the end of a successful visit, or a follow-up email with a direct link to your review page, can nudge them in the right direction. The more positive reviews you gather, the less impact a negative one will have.
The right mindset
Most importantly, approach negative feedback with a growth mindset. Online critiques, even when not expressed constructively, are a chance to refine your practice and enhance patient experience. Say you find out a patient complained about feeling rushed during their exam. Instead of dismissing it, you could implement a new protocol to ensure everyone feels heard and unhurried. In doing so, you’re directly addressing the complaint and improving the experience for future patients.
At the end of the day, patients value authenticity and care. So, while no one likes getting a bad review, remember that it’s not a verdict on you or your entire practice. It’s a conversation starter, a chance to show empathy, and an opportunity to grow. You can manage your online reputation and strengthen patient trust in the process.
