How to handle negative reviews

It happened. You got Yelped. An angry patient wrote a scathing, ranting comment about your 2-hour office wait, your abrupt manner, or your snarky receptionist. What should you do? Scream? No. Patients would hear you, and it would be fodder for more bad reviews. Pound your fist on your desk? Nope. You have a Mohs procedure later today. Write a reply to the patient putting him in his place and exonerating yourself? No, you should definitely not do that.

No matter how intelligent, devoted, and caring, we all have negative doctor reviews. Now, those reviews are posted online for the world to see. That’s why you need a strategy to deal with this problem.

First, how will you know when it happens? Do this: Set up a Google Alert. Google Alerts are e-mail updates that you receive based on your queries. Include your name and the name of your practice. That way, you’ll receive notice when you’re mentioned online.

If you receive a negative comment online, then follow this three-step strategy: Listen. Plan. Engage.

Listen to who has made the comments. Is he or she a popular "Yelper?" Does this person have thousands of followers, or just a few? In cases where the site is not popular or the commenter not well connected, the best option is to ignore the comment. Any action you take could draw a larger audience.

Plan a course of action. Is this a situation that you think can be resolved by calling or messaging the patient directly? Or should you respond to the comment online?

Engage the patient who left the comment. Patients who leave angry comments want to feel that they’ve been heard. Responding to them online will show that you heard them, that you care, and that you want to rectify the situation.

But before you take action online, remember that there are three things you should never do:

• Argue.

• Violate HIPAA.

• Go to bed, or to the Internet, angry.

What about simply deleting the comment? In many instances, this is not possible. If the comment is on your site, or on your Facebook page, be aware that deleting the remark can make the patient angrier, and incite him or her to leave comments on other sites where you can’t delete them. Unless the comment is abusive, vulgar, or violates your stated policy, then consider leaving it, and responding to it instead.

When you’re ready to reply to the patient online, take these tips from public relations professionals:

• Reach out neutral.

• Redact.

• Remediate.

Reach out neutral means that you reach out to the patient in a neutral, nonconfrontational manner. Despite your personal feelings, don’t blame or belittle the patient in any way. It will only hurt your reputation and show others on the site that you’re more concerned with being right than with helping your patients. You might write something like, "I’m sorry. Please call XXX-XXX-XXXX so I can help you. Sincerely, Dr. Your Name." If the comment was left anonymously, you might say something like, "I’m sorry this happened. I hope you contact us and let us know who you are so we can help you."

Contrary to popular belief, saying "I’m sorry," does not mean you’re admitting wrongdoing. You are sorry that the patient is upset, and you do want to help him.

Redacting a comment is extremely difficult. Think about it this way: If rating sites removed all negative, incendiary comments, then people wouldn’t have any need to read the reviews. Unless the comment is clearly libelous, then remedy the situation in other ways. If, however, you can prove that the patient has lied, then contact the review site and make your case. However, remember that we are still accountable to protect a patient’s privacy, even in these challenging circumstances.

Remediation is the last step, and it is crucial. In most cases, there is something to be learned from what the patient has said. Were you criticized for having a long wait time or for having insensitive staff? Then fix it. Otherwise, it will just be the first of many such reviews.

To prevent negative online comments, some physicians have issued gag orders to patients, making them promise not to discuss their appointment or treatment online. Gag orders are a terrible idea. They’re indefensible by law and can lead to your name being added to "'RateMd.coms wall of shame."

Finally, some physicians have felt that legal action is their only recourse after negative online comments. That decision is up to you and your attorney. But keep in mind that the legal precedent so far has favored patients and rating sites, not physicians, and that any litigation could go on for months.

The consumerization of health care means that patients will have more power than ever to help or harm your practice. So be sure that you are providing top-quality care, but be ready with a strategy to manage bad reviews when they happen.

Dr. Benabio is Physician Director of Innovation at Kaiser Permanente in San Diego. Visit his consumer health blog at thedermblog.com and his health care blog at benabio.com. Connect with him on Twitter @Dermdoc and on Facebook (DermDoc).

It happened. You got Yelped. An angry patient wrote a scathing, ranting comment about your 2-hour office wait, your abrupt manner, or your snarky receptionist. What should you do? Scream? No. Patients would hear you, and it would be fodder for more bad reviews. Pound your fist on your desk? Nope. You have a Mohs procedure later today. Write a reply to the patient putting him in his place and exonerating yourself? No, you should definitely not do that.

No matter how intelligent, devoted, and caring, we all have negative doctor reviews. Now, those reviews are posted online for the world to see. That’s why you need a strategy to deal with this problem.

First, how will you know when it happens? Do this: Set up a Google Alert. Google Alerts are e-mail updates that you receive based on your queries. Include your name and the name of your practice. That way, you’ll receive notice when you’re mentioned online.

If you receive a negative comment online, then follow this three-step strategy: Listen. Plan. Engage.

Listen to who has made the comments. Is he or she a popular "Yelper?" Does this person have thousands of followers, or just a few? In cases where the site is not popular or the commenter not well connected, the best option is to ignore the comment. Any action you take could draw a larger audience.

Plan a course of action. Is this a situation that you think can be resolved by calling or messaging the patient directly? Or should you respond to the comment online?

Engage the patient who left the comment. Patients who leave angry comments want to feel that they’ve been heard. Responding to them online will show that you heard them, that you care, and that you want to rectify the situation.

But before you take action online, remember that there are three things you should never do:

• Argue.

• Violate HIPAA.

• Go to bed, or to the Internet, angry.

What about simply deleting the comment? In many instances, this is not possible. If the comment is on your site, or on your Facebook page, be aware that deleting the remark can make the patient angrier, and incite him or her to leave comments on other sites where you can’t delete them. Unless the comment is abusive, vulgar, or violates your stated policy, then consider leaving it, and responding to it instead.

When you’re ready to reply to the patient online, take these tips from public relations professionals:

• Reach out neutral.

• Redact.

• Remediate.

Reach out neutral means that you reach out to the patient in a neutral, nonconfrontational manner. Despite your personal feelings, don’t blame or belittle the patient in any way. It will only hurt your reputation and show others on the site that you’re more concerned with being right than with helping your patients. You might write something like, "I’m sorry. Please call XXX-XXX-XXXX so I can help you. Sincerely, Dr. Your Name." If the comment was left anonymously, you might say something like, "I’m sorry this happened. I hope you contact us and let us know who you are so we can help you."

Contrary to popular belief, saying "I’m sorry," does not mean you’re admitting wrongdoing. You are sorry that the patient is upset, and you do want to help him.

Redacting a comment is extremely difficult. Think about it this way: If rating sites removed all negative, incendiary comments, then people wouldn’t have any need to read the reviews. Unless the comment is clearly libelous, then remedy the situation in other ways. If, however, you can prove that the patient has lied, then contact the review site and make your case. However, remember that we are still accountable to protect a patient’s privacy, even in these challenging circumstances.

Remediation is the last step, and it is crucial. In most cases, there is something to be learned from what the patient has said. Were you criticized for having a long wait time or for having insensitive staff? Then fix it. Otherwise, it will just be the first of many such reviews.

To prevent negative online comments, some physicians have issued gag orders to patients, making them promise not to discuss their appointment or treatment online. Gag orders are a terrible idea. They’re indefensible by law and can lead to your name being added to "'RateMd.coms wall of shame."

Finally, some physicians have felt that legal action is their only recourse after negative online comments. That decision is up to you and your attorney. But keep in mind that the legal precedent so far has favored patients and rating sites, not physicians, and that any litigation could go on for months.

The consumerization of health care means that patients will have more power than ever to help or harm your practice. So be sure that you are providing top-quality care, but be ready with a strategy to manage bad reviews when they happen.

Dr. Benabio is Physician Director of Innovation at Kaiser Permanente in San Diego. Visit his consumer health blog at thedermblog.com and his health care blog at benabio.com. Connect with him on Twitter @Dermdoc and on Facebook (DermDoc).

It happened. You got Yelped. An angry patient wrote a scathing, ranting comment about your 2-hour office wait, your abrupt manner, or your snarky receptionist. What should you do? Scream? No. Patients would hear you, and it would be fodder for more bad reviews. Pound your fist on your desk? Nope. You have a Mohs procedure later today. Write a reply to the patient putting him in his place and exonerating yourself? No, you should definitely not do that.

No matter how intelligent, devoted, and caring, we all have negative doctor reviews. Now, those reviews are posted online for the world to see. That’s why you need a strategy to deal with this problem.

First, how will you know when it happens? Do this: Set up a Google Alert. Google Alerts are e-mail updates that you receive based on your queries. Include your name and the name of your practice. That way, you’ll receive notice when you’re mentioned online.

If you receive a negative comment online, then follow this three-step strategy: Listen. Plan. Engage.

Listen to who has made the comments. Is he or she a popular "Yelper?" Does this person have thousands of followers, or just a few? In cases where the site is not popular or the commenter not well connected, the best option is to ignore the comment. Any action you take could draw a larger audience.

Plan a course of action. Is this a situation that you think can be resolved by calling or messaging the patient directly? Or should you respond to the comment online?

Engage the patient who left the comment. Patients who leave angry comments want to feel that they’ve been heard. Responding to them online will show that you heard them, that you care, and that you want to rectify the situation.

But before you take action online, remember that there are three things you should never do:

• Argue.

• Violate HIPAA.

• Go to bed, or to the Internet, angry.

What about simply deleting the comment? In many instances, this is not possible. If the comment is on your site, or on your Facebook page, be aware that deleting the remark can make the patient angrier, and incite him or her to leave comments on other sites where you can’t delete them. Unless the comment is abusive, vulgar, or violates your stated policy, then consider leaving it, and responding to it instead.

When you’re ready to reply to the patient online, take these tips from public relations professionals:

• Reach out neutral.

• Redact.

• Remediate.

Reach out neutral means that you reach out to the patient in a neutral, nonconfrontational manner. Despite your personal feelings, don’t blame or belittle the patient in any way. It will only hurt your reputation and show others on the site that you’re more concerned with being right than with helping your patients. You might write something like, "I’m sorry. Please call XXX-XXX-XXXX so I can help you. Sincerely, Dr. Your Name." If the comment was left anonymously, you might say something like, "I’m sorry this happened. I hope you contact us and let us know who you are so we can help you."

Contrary to popular belief, saying "I’m sorry," does not mean you’re admitting wrongdoing. You are sorry that the patient is upset, and you do want to help him.

Redacting a comment is extremely difficult. Think about it this way: If rating sites removed all negative, incendiary comments, then people wouldn’t have any need to read the reviews. Unless the comment is clearly libelous, then remedy the situation in other ways. If, however, you can prove that the patient has lied, then contact the review site and make your case. However, remember that we are still accountable to protect a patient’s privacy, even in these challenging circumstances.

Remediation is the last step, and it is crucial. In most cases, there is something to be learned from what the patient has said. Were you criticized for having a long wait time or for having insensitive staff? Then fix it. Otherwise, it will just be the first of many such reviews.

To prevent negative online comments, some physicians have issued gag orders to patients, making them promise not to discuss their appointment or treatment online. Gag orders are a terrible idea. They’re indefensible by law and can lead to your name being added to "'RateMd.coms wall of shame."

Finally, some physicians have felt that legal action is their only recourse after negative online comments. That decision is up to you and your attorney. But keep in mind that the legal precedent so far has favored patients and rating sites, not physicians, and that any litigation could go on for months.

The consumerization of health care means that patients will have more power than ever to help or harm your practice. So be sure that you are providing top-quality care, but be ready with a strategy to manage bad reviews when they happen.

Dr. Benabio is Physician Director of Innovation at Kaiser Permanente in San Diego. Visit his consumer health blog at thedermblog.com and his health care blog at benabio.com. Connect with him on Twitter @Dermdoc and on Facebook (DermDoc).