How healthcare providers can attract and engage patients by managing reviews and social feedback

Lindsay Neese Burton, healthcare marketing director for - Print  | 

Are your website and patient feedback systems optimized to attract and engage patients? If not, you’re losing business to your competitors.

A survey of U.S. healthcare consumers by, for example, shows just how much these reviews affect consumers healthcare decisions:

If you’re still developing your strategy for managing patient reviews and feedback, here’s a checklist of best practices:

Ask All Patients for Reviews

Reviews are integral to consumers’ healthcare decision-making process, so you want to make it as easy as possible for patients to leave comments on review sites like Google and Healthgrades and social channels like Facebook. For best results:

Develop a Comprehensive Response Program for Managing Online Reviews

Many organizations have dozens of locations and hundreds of practitioners, making it extremely challenging for them to manually manage so many online reviews and social posts. To efficiently handle this task, consider using a centralized dashboard tool — at a minimum — or an online reputation management (ORM) solution for better results. An ORM solution can automatically manage reviews, customer surveys, social media engagement and sentiment analysis to deliver actionable insights and competitor comparisons. For best results:

In all cases, be absolutely sure to respect patient privacy and avoid sharing any protected health information. It’s important to set up a process with the help of your practice or health system’s legal team to agree on appropriate language for online responses and to identify when patient responses should be taken off line for follow up.

Share Online Patient Feedback for Trust and Transparency

Sharing online patient feedback on your website builds patient trust and goodwill. It also creates transparency and accountability. For best results:

Attract and Engage Patients With a Better Strategy for Managing Feedback

Hospital systems and physician practices have an enormous opportunity to attract prospective patients and create stronger relationships by adapting to the way that people navigate and interact with today’s online world. Assessing your progress against this best-practices checklist will significantly improve your organization’s online reputation and support sustainable growth.


About Lindsay Neese Burton:

Lindsay Neese Burton is healthcare marketing director for She spent more than a decade as a healthcare marketer at large Academic Medical Centers in the Southeast focused on developing marketing strategies for consumers and referring physicians. Now as part of the team, Lindsay helps healthcare organizations create digital marketing strategies and leverage online patient feedback to meet their goals.

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