Most patients will tell you that they prefer to be informed about their doctor’s and other health-related services’ performance through online reviews.

These reviews are often found on websites such as Yelp and Google Reviews. As much as we might like to think that all reviews are created equal, that is not necessarily the case. The quality and reliability of these online reviews can vary widely, making them a potentially powerful marketing tool for physicians, but also a potential pitfall for patients.

While there are many benefits to be found online, it is also vital to understand the drawbacks. Patients need to be aware of these issues if they decide to rely on these platforms for their health information, especially considering the potential harm that could arise from negligent or misleading reviews.

How Useful are Online Reviews for Researching Physicians?

According to a 2009 report by the American Association of Advertising Agencies (4A’s), 47% of consumers are more likely to read a review before visiting a business or service, and 25% are more likely to rely on them in making purchasing decisions. This is significant given that nearly 70 million Americans use review sites like Yelp and Google Reviews to research businesses and products.

The usefulness of these online reviews for research is clear. However, what is often less clear is whether these reviews are actually an effective marketing tool for physicians. Unlike other consumer-facing businesses, such as hair salons and cosmetic surgeons, physicians cannot easily assess the quality of service that they will receive from a given practitioner. This makes it more difficult for them to promote their practice and build a reputation.

Despite this challenge, physicians could still use these review sites effectively. For example, a study published in the Journal of the American Medical Association (JAMA) in April 2019 assessed the quality of online reviews for patients searching for a neurologist in their area. The study authors, Drs. Elizabeth Stein and Richard Camichin, determined that while most of these reviews were of poor quality, there were several areas where neurologists, or at least the reviewers, could stand out.

• Providing clear and concise answers to patients’ questions
• Delivering high-quality care
• Spending adequate time with each patient
• Communicating effectively with patients

They also found that younger patients were more likely to be influenced by the reviews, while older patients were more likely to look at objective measures, such as the doctor’s medical school affiliation and publication record. This is significant because it means that older patients, the traditional core of a physician’s patient base, may be losing out to a younger generation of internet users who are more influenced by reviews.

Overall, the study authors determined that these reviews could still be useful to patients in identifying neurologists who could provide the best possible care. However, as an effective marketing tool, these reviews need to be done right.

How can physicians ensure that their reviews are done right? For one thing, they can hire a professional editing service to make sure their content is free of spelling and grammatical errors. They can also ask for feedback from friends or family members who have had experience with the service. Finally, they can put in the time to read the reviews of their competitors, and learn from their successes and failures.

What are the Potential Risks of Relying on Online Reviews?

While most people will tell you that they enjoy reading reviews, the truth is that they can be risky. First, as we’ve discussed, the quality and reliability of these online reviews can vary widely. This means that while some reviewers may be extremely positive, this does not necessarily mean that the practitioner who is being reviewed is offering an excellent service. Second, even when the reviews are of high quality, this does not guarantee that the information provided is actually accurate and reliable.

For example, a 2019 study published in the British Medical Journal (BMJ) looked at how reviews on Yelp and other review sites compared to more traditional measures, such as patient survival and patient experience. The study authors, Drs. Sanjiv Chopra and Ashish Jaglan, found that while there was some correlation between positive reviews and superior patient outcomes, this was not always the case. For instance, while most dentists will tell you that they are the best and offer some pretty awesome services, this does not mean that this is true for every single one of them. The same goes for doctors. As much as we might like to think that all reviews are necessarily positive, this is not necessarily the case.

Reviews can also be a potential pitfall for patients who decide to consult with a particular physician. Even when reviews are of high quality and there is no reason to believe that the information is inaccurate, studies have shown that patients can still be misled by inaccurate reviews. For example, a study published in the British Medical Journal found that while there was no difference in survival rates between patients who were treated by high- versus low-quality neurologists, those who were treated by low-quality neurologists were more likely to experience complications from their illnesses. This was due, in part, to the fact that patients who were treated by low-quality neurologists were more likely to report complications that they experienced following surgery.

The Takeaway

Overall, the takeaway from this article is that while online reviews can be a useful tool for research and choosing a neurologist, or any other physician for that matter, this comes with its caveats. Patients should be aware of these risks if they decide to consult with a particular physician via these review platforms. Even then, these platforms can still be a useful tool for research and building a reputation. Just be sure to look at other measures, such as the doctor’s training and experience, to get a more complete idea of what to expect from a given physician.

To be clear, this article is not intended to discourage patients from seeking medical help via these review platforms. On the contrary, this article is intended to help patients fully understand the benefits and the risks of using these review platforms. While these review platforms can be useful for research and choosing a physician, it is still essential to do additional research, whether through in-person interviews, online searches, or a combination thereof.