Online ratings are actually good for hospitals and doctors

[Christopher Boyer]

Yes, you read that right: all of those subjective, open ended online ratings systems that allow anonymous users to rate and post any comments they want about their healthcare providers are actually a good thing for hospitals and physicians (despite the best efforts of Florida doctors trying to issue "gag orders" on their patients).

I can already hear the objections:

• Only disgruntled patients will complain - and they'll negatively slant people's perception of the care that I typically provide
• You know I could just have my friends go out and "game the system" and give me positive reviews
• What do patients know anyway? Providing health care is a complex process
• I am going to start losing control of my brand if just anyone can say anything about me

While all of the above statements are somewhat true, they still don't overcome the necessity - and importance - of online ratings for physicians and hospitals. Let's face it, since the dawn of civilization, people have been talking to one another about the best people and places to provide health care ("If I were you, I'd go to Witch Doctor Umbubuku...he's got a better magic stick"). The thing is, they did this face to face, in their small networks.

As the modern US health care system has evolved, the institutionalization of the "health industry" has built barriers between the patient and the hospital/physician. Those smaller networks in which patients discussed and criticized their health providers became less influential. Hospitals or doctors could reach, with their marketing efforts, a much broader base of consumers by broadcasting their successes far and wide (and, incidentally, minimize their failures).

Now, the internet - and more importantly, social media - has given consumers the tools to level the playing field. By giving patients the ability to easily rate their experience online, and share that rating with virtually the entire world, the power has shifted. While many hospitals and doctors are afraid of this shift in the balance of power, they actually should embrace online ratings. Here's why:

Online rating websites give the patient the ability to have a voice in their health care
Many times, patients are overwhelmed by their illness or symptom, and do not have the ability to scrutinize if the decisions their doctor, nurse or specialist are making. They simply feel too vulnerable. But after their care is administered, they might reflect back on the experience with a clear eye. It's important to give them a voice to express their concerns.

Online ratings systems fit that prescription (pardon the pun), and savvy health care providers should observe - and embrace - what patients are saying about them. If there is a complaint, ask yourself honestly - is it warranted? Should I improve my care? Most importantly - be thankful patients have a place to voice their honest opinion.

Not all hospital/doctor ratings sites are based on skewed opinions
Some online ratings companies - HealthGrades, HospitalCompare, Leapfrog - provide ratings systems that are based on objective data and patient outcomes. These are important sources for consumers to collect data about hospitals and physicians, to help them make their health decisions. These sites are based on how hospitals and doctors are performing.

Sites like Angie's List, Zagat and others are equally important for consumers to help them realize what others are saying about their health providers. This is a different measurement (an arguably more social measurement), and ultimately, both data sources - both how you are performing and what others are saying about that performance - are important to a hospital or doctor, and can be helpful to determine how to rate your level of care.

As more people rate you, the better the rating will be
Based on the successes of Amazon and the iTunes ratings tools, consumers know that the larger the sample size of online ratings there are available, the better the overall rating will be. Not only will a larger number of ratings and reviews prevent data from being skewed (either positively or negatively), but it also gives the provider a sense of credibility (more people have been seen at the hospital or by the physician, and more people have "lived to tell about it" ... so to speak).

Most importantly, the ship has already sailed...you might as well be on it
Let's face it, online ratings is here to stay. It's happening everywhere - from the pizza you buy, to the movies you rent, to even the federal government. Rather than complain or curse, it's best that hospitals and physicians start to engage in the dialogue. Sure, there are imperfections...and sure, you can game the system. But ultimately, if you try to do your very best in providing care to your patients, your ratings will reflect this.

Using the best techniques of Online Reputation Management, you can assure that your ratings will continue to reflect the care that you are giving. And the more active you are in the conversation, the more receptive patients will be to contact you or your organization directly, to resolve any issues they have.

I'd love to hear your perspective on this. Feel free to comment directly below, or follow me on Twitter (www.twitter.com/chrisboyer) and tell me directly. Oh yeah, you can also rate me below...I welcome it!

[John]

Timely post. I was presenting to a GI surgeon this Thursday and he confronted me on this exact topic. He said, " All sites that allow consumers to post their perspectives have an obligation to police this information and ensure that it is fair and balanced". Without laughing out loud, I said, " How would you propose those sites police this information? Should all negative comments just be removed? How about you review this information, understand it and use it to your advantage to improve care and for discussions with your patients?" Needless to say he was a little surprise to get such a sobering response.

[Tom Stitt]

Chris. You need to cease and desist your well reasoned, rational, evidence-based thinking about online rankings and ratings for practitioners. Instead, how about alarmist warnings based on non-events or maybe scare tactics? Great post. Didn't make me gag one bit.

[Richard Haussmann]

This seems to me another indication of the hubris of the medical business where the perception is that the rules for the rest of the business community don't apply to them. Can you imagine ordering a pizza or having a haircut and not being allowed to write about it? If anything these gag orders only focused a spotlight on these physicians.

[Sheila Nava]

Right on, Chris! I agree 100%