Responding to what patients say about you online

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"Those who enter to buy, support me. Those who come to flatter, please me. Those who complain, teach me how I may please others so that more will come. Those only hurt me who are displeased but do not complain. They refuse me permission to correct my errors and thus improve my service." Marshall Field, Owner of Marshall Field's Department Store, Chicago, IL

This quote by Marshall Field applies to customer service in any industry or profession, including healthcare. It's one thing to listen to what your patients are saying when they reach out to you directly through calls, emails, texts, or direct messages. But many patients prefer to "go social" and comment on social media, review sites, and online forums.

Listening to your patients

Social listening involves paying attention to what patients are saying about you, both online and offline, except when they are speaking directly to you. Patients' comments and reviews are not limited to traditional review sites, such as Google, Yelp, and Facebook, among others. Your patients will also share comments on Facebook, Instagram, and other social media sites.

We call it social listening; a better name might be social reacting. Suppose you take the time to listen, which means reading or watching what patients are saying about you. In that case, it is in your best interest to respond appropriately.

Studies have shown that most patients are satisfied with their experience with physicians. Ninety-six percent of patients' complaints are not about the medical care they received, with only 4% related to the medical care itself; the rest are related to the patient's experience. A study of more than 30,000 patients has shown the following:

• 53% of complaints are related to communication
• 35% of complaints are related to long wait times/waiting rooms
• 12% of complaints are related to practice staff
• 2% of complaints are related to billing

It is appropriate to respond to all comments and reviews, including those with negative feedback. Do not dismiss or ignore negative reviews. An article by one of us (SH) discusses the importance of embracing negative reviews. Even if you have a perfect five-star rating, it can cause some patients to think, "This is too good to be true." Perfection is not reality, and patients are aware of this.

Five social reaction strategies:

1. React to positive comments: A short thank you is appropriate. It is even better when you can personalize your comment to avoid the perception that you are merely cutting and pasting your responses.
2. React to negative comments: It's essential to respond to negative reviews and comments in a timely fashion. The sooner you respond, the better. A prompt response creates credibility. It is important to take the complaint "offline" and deal directly with the patient. You must refrain from responding online with any patient identification or other information that may violate HIPAA. After discussing the issue with the patient who responded, return to the site where the comment or review was first shared and inform the viewers that the problem has been resolved.
3. React to unreasonable comments: Not every comment will be reasonable. A few patients will be unreasonable. A simple and professional response is appropriate. Offer a direct contact method for the patient. If they do contact you, don't be defensive, but demonstrate that you are listening, that you understand their problem, and then show empathy and compassion.
4. It's okay to use AI and templates when reacting: AI and templates can indeed save you time. However, be sure to review the AI response and then try to personalize it. Don't just copy and paste comments; instead, provide thoughtful responses. Patients are sophisticated and knowledgeable about AI, and they can often "smell" an AI response.
5. Treat patients' comments as learning opportunities: This idea goes beyond social listening and review sites. Any comment that comes your way, positive or negative, is a learning opportunity. If you get negative feedback on the same issue, find ways to prevent it from happening again. If the feedback is positive, find ways to make sure it always happens.

Bottom Line: We spend a lot of time, energy, and money to attract and keep patients; don't waste that investment by not considering social reacting as part of your marketing and patient satisfaction strategy.

Shep Hyken is a customer service/CX expert, award-winning keynote speaker, and New York Times bestselling author. Learn more about Shep’s customer service and customer experience keynote speeches and his customer service training workshops at www.Hyken.com. Connect with Shep on LinkedIn.

Neil Baum is a physician in New Orleans, Louisiana and a Professor of Clinical Urology at Tulane Medical School.