With 84% of patients trusting online reviews as much as recommendations from friends, it’s natural to assume that a perfect streak of five-star reviews is the ultimate goal – a mark of excellence that will attract more patients and foster trust. However, a flawless review record might not always be as beneficial as it seems.
In this blog, we’ll explore why healthcare professionals should rethink the pursuit of perfect five-star ratings and how a mix of honest feedback can ultimately enhance patient trust.
68% don’t trust a 5-star rating
A study carried out by Podium revealed that 68% of consumers express scepticism toward a perfect five-star rating, especially when it lacks a substantial number of reviews. In healthcare, where decisions impact well-being, patients are naturally cautious. They understand that no service is perfect, and a flawless record can raise doubts about the authenticity of the feedback.
ReviewTracker revealed that only 10% of consumers use a five-star rating filter, as most people believe it’s simply ‘too good to be true’. Patients often place more trust in slightly lower, yet consistently positive ratings, which suggest a more genuine and nuanced patient experience, ultimately fostering greater trust in the provider.
Ratings between 4.2 and 4.7 are the ‘sweet spot’
An analysis of reviews carried out by PowerReviews and Northwestern University found that a five-star rating—or any other ‘top of the class’ rating—is perceived by patients as less trustworthy than reviews scoring between 4.2 and 4.7 stars out of five, which is considered the sweet spot. Ratings consistently above 4.7 are often viewed with suspicion, as many believe they might be exaggerated or manipulated. Similarly, a study by GetApp revealed that product purchases are most influenced by average reviews in the 4.2 to 4.5 range. Studies on how rating scores affect revenue show similar results. Womply’s research found that businesses with ratings of 4.0 to 4.5 stars make 28% more in annual revenue.
As counterintuitive as it may seem, negative reviews have a positive impact because they help establish trust and authenticity. Consumers appreciate negative reviews as an important element in their decision-making process.
PowerReviews and Northwestern University report
68% prefer to see a mix of positive and negative reviews
It might seem counterintuitive, but a lack of negative feedback can actually undermine a company’s credibility. According to eConsultancy, 68% of consumers trust reviews more when they see a mix of both positive and negative scores. This diversity in feedback reassures potential patients that the reviews are authentic and reflect a genuine range of experiences. On the other hand, 30% of consumers become suspicious if they don’t encounter any negative reviews. They might assume that the reviews have been censored or manipulated, leading to concerns about the reliability of the feedback.
In healthcare, where transparency and trust are crucial, an entirely spotless review record can be a red flag. Patients understand that no service is perfect and expect to see a balanced view of strengths and weaknesses. A mix of reviews, including some negative ones, can actually enhance a provider’s credibility by demonstrating that the feedback is real and not selectively curated.
Why do people appreciate negative reviews so much?
In today’s digital landscape, it’s no surprise that people have become increasingly sceptical about online reviews. With Amazon having filed lawsuits against over 1,000 individuals and organisations involved in selling over 250 million fake five-star reviews, it’s understandable why many consumers are cautious. If a business only has glowing reviews, it might seem like they’re hiding something. Potential patients might suspect that all negative feedback has been removed, leaving only the overly positive comments visible.
According to a report by PowerReviews, 96% of consumers actively seek out negative reviews when making a purchasing decision. This desire for balance is rooted in human psychology; we are naturally inclined to pay more attention to negative information than positive. This tendency explains why a mix of reviews is crucial: it lends credibility and reassures patients that the feedback is genuine.
Interestingly, the numbers support this somewhat counter-intuitive approach. Studies show that people spend up to four times longer on websites that feature a blend of positive and negative reviews compared to those with only positive feedback. Moreover, businesses with a mix of reviews see a 67% increase in conversion rates, highlighting the value of presenting a balanced view. Including a few negative reviews can thus enhance credibility and ultimately drive more engagement and trust.
Collect every patient experience through automated feedback solution
Building trust with patients is crucial for any healthcare provider, and Doctify is here to make that process easier. Our automated feedback solution simplifies the collection of patient insights by integrating seamlessly with your practice management software. This system reduces administrative burden and creates a self-sustaining process that consistently gathers valuable patient feedback.
With Doctify, every patient receives a review link after their visit, prompting them to share their experiences anonymously. This streamlined approach not only makes feedback collection effortless but also helps you quickly identify and address any issues. By effectively tracking patient feedback, you can make continuous improvements to your services.
Moreover, with 72% of patients willing to leave a review when asked, Doctify ensures you capture a comprehensive view of patient experiences. This reliable flow of insights allows you to enhance your healthcare services and build stronger patient trust.
Ready to grow your practice with the power of authentic patient feedback?
