Roadside Dental Marketing recommends that health care providers respond to online reviews to engage with clients, build trust with potential clients and boost Search Engine Marketing (SEO). Providers need to be mindful, however, of staying compliant with the Health Insurance Portability and Accountability Act (HIPAA) guidelines aimed to protect patients' privacy.
About 84% of patients read reviews online before selecting a provider. A thoughtful response can turn a negative review into an opportunity, and a considerate follow-up to a good review can boost loyalty and attract new patients.
However, ENT specialists and other health care professionals have something extra to consider when responding to online reviews: HIPAA.
To avoid any legal action or fines, health care providers should keep some guidelines in mind when responding to reviews. Responses should be generic and never confirm that the person who left the review is or was a patient.
For instance, if a patient leaves a review saying, "Dr. Smith was great! She saw me right away and addressed all of my concerns," health care providers should avoid responses such as, "We're happy to hear you had a great experience with us, and we look forward to seeing you again." That response is not HIPAA-compliant, because it confirms that the reviewer is a patient. Instead, aim for a generic response such as, "Thank you for sharing this feedback! We always strive to give our patients the best care possible."
In general, health care providers should keep these guidelines in mind when responding to online reviews: be courteous, don't say anything personal, keep it short and thank the reviewer.
