In today’s digital age, online reviews have become a cornerstone of decision-making in almost every aspect of our lives. Whether we’re selecting a restaurant for dinner or planning a vacation destination, we heavily lean on the opinions and experiences shared by others on platforms like Google Reviews.
Healthcare is no exception, and with the surge in private care, where patients make substantial investments to ensure quality treatment, it’s evident why a staggering 90% of patients rely on online reviews to evaluate providers. However, in healthcare, where the stakes are notably higher, the limitations of relying solely on Google reviews become glaringly apparent, posing risks for both patients and providers alike. Patients may receive misleading information that could impact their health decisions, while providers face the danger of a compromised reputation and trust among patients and peers.
In this blog, we will explore why Google reviews fall short in healthcare decision-making, and how you can collect more meaningful patient reviews to protect and enhance your online reputation.
83% of patients use search engines to find a provider
As word-of-mouth shifts to the online realm, patients increasingly rely on search engines to navigate their healthcare choices and find the best care for their needs. With healthcare-related searches on Google alone making up 7% of all daily queries (that’s 70,000 searches every minute!) and 83% of patients using search engines to find a provider, establishing a robust digital footprint is essential.
This involves optimising your Google presence through diverse strategies, such as crafting a comprehensive business profile, showcasing reviews, and enhancing your search ranking. Collectively, these elements shape the initial impression that prospective patients form, greatly influencing their perceptions of your practice’s credibility and reliability. Failure to appear on the first page of search results may result in prospective patients not exploring further, potentially leading appointments to go to your competition.
Google lacks trust in healthcare reviews
While Google reviews can be a great first step in getting in front of patients, they fall short in building trust and confidence amongst patients. Without proper verification measures, anyone from competitors to bots can leave reviews, regardless of genuine interaction with your practice. This susceptibility to manipulation may cause patients to question the reliability of the reviews.
Recent studies suggest that approximately 10.7% of all Google reviews are estimated to be fake, and in 2020, Google deleted approximately 55 million reviews. This raises concerns about patient safety if they decide to choose a treatment or provider based on reading a fake review. This concern is amplified by the fact that 84% of people trust online reviews as much as recommendations from friends, with the figure rising to 91% among those aged 18-34.
I think it’s bad enough if you buy a pair of dodgy Bluetooth headphones off a fake review, but if you try and get a medical treatment done and it turns out that the review you chose the establishment on was fake, that could have really serious repercussions.
Harry Kind from Which?, source BBC.
But fake reviews pose not only dangers to patients but also to providers. In the digital-first world, where online reputation matters more than ever, relying solely on Google reviews can be risky. Providers face the threat of tarnished online reputations due to fraudulent reviews. These reviews can distort perceptions of a provider’s quality of care and professionalism, leading to a loss of trust and credibility among current and prospective patients.
Google reviews fail to provide context and relevance
Apart from lacking verification and trustworthiness, Google reviews also fail to provide the necessary context for patients who turn to search engines to explore their options in hopes of finding the best care for their unique needs.
In healthcare, star ratings and general feedback offered by Google reviews often prove insufficient for making critical health decisions. While these reviews offer a glimpse into a provider’s overall performance, they frequently lack the specificity required by patients seeking tailored healthcare solutions. For instance, they may include details like the taste of sweets in the waiting area or the convenience of parking, which fail to provide insights into the specific conditions, treatments or the quality of the medical care offered.
Individuals embarking on the journey of selecting the right healthcare provider face the challenge of sifting through numerous reviews to identify those pertinent to their specific concerns. In order to be confident that the professional they’re considering is the best provider for their needs, they need to be able to narrow down the reviews to that particular area of interest, something that isn’t possible with Google reviews.
How to overcome Google’s limitations with a third-party platform
While Google reviews serve a purpose, the healthcare industry demands a more comprehensive approach. Patients navigating healthcare decisions seek trust and context, criteria that extend beyond a broad overview of a provider’s performance.
Continuing to collect Google reviews is commendable; however, opting for a third-party feedback collection platform like Doctify is recommended. Not only will it address trust and context concerns, but it will also enhance online visibility, thereby increasing the likelihood of dominating Google search results.
1. Build trust and reputation through verified patient reviews
Verification is essential for ensuring both your online reputation and patient safety, particularly in healthcare, where individuals frequently make critical decisions about their health.
With solutions like Doctify’s feedback collection, you can be certain that the feedback you collect is solely from patients you’ve seen. By utilising review links, which you can email or send via SMS to patients, or display as a QR code in your practice, you ensure accessibility to every patient. What’s more, Doctify simplifies the process of collecting patient feedback for healthcare providers by seamlessly integrating it into their practice management software. By automating feedback requests, you can significantly reduce administrative tasks and create a self-sustaining system that consistently generates a steady stream of verified patient feedback.
To further ensure the authenticity of feedback, patients verify their responses through SMS messages, adding an extra layer of authentication. Additionally, every review undergoes rigorous verification, analysing timestamps, IP addresses, and locations to identify anomalies.
Find out more about Doctify’s review rules and guidelines.
2. Make it easier for patients to find relevant reviews
With numerous specialties, treatments, and procedures available, patients may find it exceedingly challenging to find the right care for their unique needs and conditions, however rare. To ensure that reviews are pertinent to patients’ healthcare needs, we have implemented a system where patients must tag their reviews with specific keywords related to the treatment or procedure they received. This tagging process allows patients to provide feedback directly linked to their medical experience.
When patients leave reviews on Doctify, they are prompted to rate the overall experience, bedside manner, and explanation. Moreover, we specifically request them to describe their experience with the healthcare provider and not others, such as the secretary.
For prospective patients exploring a healthcare professional’s Doctify profile, the option to filter reviews using these tags is available. This functionality empowers patients to concentrate solely on feedback relevant to the treatment or procedure they are seeking. By providing this tailored review experience, Doctify ensures that patients can make well-informed decisions about their healthcare providers, thereby guaranteeing they receive the specialised care they deserve.
💡Did you know that you can also embed these reviews into your treatment-specific landing pages using review widgets? This can increase your onsite conversion rate by up to 25%, as individuals interested in the particular healthcare service can read verified patient reviews directly on that page. It helps them see you as the expert they’ve been searching for.
3. Establish credibility through peer endorsements
Nothing is as powerful as endorsements from your peers, which serve as validations of your capabilities, highlighting your experience, expertise, and credibility. Patients seek assurance and guidance from healthcare professionals they trust, and knowing which providers other healthcare professionals would recommend to their family and friends holds immense weight. When other healthcare professionals publicly endorse your expertise and skills, it not only strengthens your reputation but also empowers patients to feel more confident when selecting you as their healthcare provider.
Find out more about the power of peer recommendations.
Haven’t joined Doctify yet?
As the healthcare industry continues to evolve, it’s clear that Google reviews, while significant, aren’t sufficient for navigating the complexities of healthcare decision-making.
Our platform is purposefully designed to assist you in becoming a trusted healthcare provider, helping you gain credibility with prospective patients. With our tailored solutions, you can effectively showcase your expertise, foster trust, and reach those seeking the best care for their unique needs. Join us today to elevate your practice and stand out in the ever-changing landscape of healthcare.
Find out how you can utilise patient feedback for new CPD requirements.
Ready to enhance your online reputation with meaningful reviews?
