While online assessments are already commonplace in the restaurant or hotel industry, they are still in their infancy in medicine. At present, patients still make comparatively little use of the opportunity to express their opinion about their doctor. While justified criticism holds potential for improvement, unjustified negative evaluations are not only emotionally challenging, but often existentially threatening. What to do?
The desire for the greatest possible transparency is becoming ever louder in the area of medical care. In addition, communication and information behavior has changed significantly in recent years. Social media and other web-based communication channels are becoming more important. Accordingly, online ratings are gaining in importance. The FMH has therefore issued recommendations on how best to deal with such evaluations and what legal options exist, especially in the case of unjustified negative evaluations. Essentially, the following points will be discussed:
1. see complaining as an opportunity
Complaints are not only negative, but can also be seen as an opportunity for improvements in processes and patient retention. Ideally, the patient can attach them directly in the practice.
2. know legal possibilities
In the case of entries that violate personal rights, the physician is entitled to have the data destroyed or corrected.
3. do not respond to all reviews
It should be determined in advance which online reviews will be responded to and which will not be accepted under any circumstances.
4. prepare guidelines for written response.
Standard processes for responding to online reviews in the form of a guide help to process reviews objectively and efficiently.
5. know Google-specific possibilities
Basic information about the possibilities of Google and its use should be available to avoid unpleasant surprises.
Online reviews can have both positive and negative effects on the physician community. Fear of malicious slander often runs through the minds of physicians. However, previous studies show that most online reviews are positive and there is no evidence of “doctor bashing.”
Further reading:
- www.fmh.ch/files/pdf2/umgang_onlinebewertungen_empfehlungen_fmh.pdf
InFo NEUROLOGY & PSYCHIATRY 2020; 18(2): 36.
CARDIOVASC 2020; 19(2): 40
