Online Reviews of Dermatologists: Friend or Foe?
Fifteen years ago,
when most people did not own smart phones, the thought of writing an online
review of a physician was absurd.
Rightfully
so, patients prefer compassionate, competent doctors at well-run clinics with a
courteous staff. Yet, the instinct to read reviews for guidance intrudes upon
the personal aspect of the doctor-patient relationship. Rather than the
traditional reliance on suggestions from friends or colleagues, or a doctor’s
experience and credentials, many patients prefer quick and accessible reviews.
Online
platforms like Yelp, ZocDoc, and Vitals allow patients to effortlessly showcase
their experience with a doctor for public scrutiny. In some cases, these
avenues may influence behavior and practice patterns for many clinicians. A
practice’s online image may be the most burdensome liability or favorable asset
to a clinic, especially in highly-saturated areas. Management of online
presence is time-consuming and utilizes practice resources that could otherwise
be used to enhance patient care.
Reviews, regardless
of a product, a restaurant, or a physician, are subject to misrepresentation.
Anecdotally,
dermatology practices will provide free goods or discounted services in
exchange for an honest review from the patient, yet this creates selection bias
by handpicking the happy patients. One may argue that only exceptionally
satisfied or disgruntled patients make the effort to write a review. Those who
are upset with a substantial medical bill, or a staff member may also leave an
unrelated review of the doctor, and this may be viewed as an unfair
representation of the physician. Unfortunately, platforms like Yelp do not
easily remove these slandering reviews, even if the patient is not yours. In
fact, Yelp has been under tremendous scrutiny for soliciting a hefty monthly
fee (upwards of $350) under the guise of advertisements to highlight only good
reviews, and remove bad ones, at your request.
If reviews have
potential for bias and misrepresentation, how useful are they? Despite this,
most provide honest feedback that are quite useful.
As
dermatologists, we are accustomed to being at the top of our class, receiving
the highest accolades and respect from our mentors and educators. We do not
take criticism lightly. Yet, don’t lose sight that reviews may also serve as a
benchmark of our performance, the patient’s experience with the medical
personnel, or even office flow. Let the comments of disapproval help us improve
our skills, our interaction with the patients, the wait times, the variety of services
offered, and our hirees. Satisfied patients are more likely to adhere to their
regimens, ensuring treatment success, and proper follow-ups. Contrary to
popular belief, happy patients do write reviews; they can help your practice or
patient population grow, especially in a competitive market. Understand that we
cannot make everyone happy.
Embrace the negative
reviews that provide honest feedback of your performance as insight on how to
enhance your professional skills. Despite our personal preferences, public
reviews are certainly here to stay for good.
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