Embrace Online Feedback To Deliver Better Medical Services

Embrace Online Feedback To Deliver Better Medical Services

150 150 Tom Seery

A medical practice should embrace online reviews because they offer a trove of important service feedback. Ryan Miller from Etna Interactive offered this advice at the recent Vegas multispecialty conference, with specific reference to cases where doctors were able to deliver a better experience once they accepted that online review comments are helpful, rather than a hostile environment catering solely to “crazy patients.”

For instance, in Seattle I ran across a dermatologist who has developed a terrible Yelp rating and, hence, online reputation. But what patients are complaining about have little to do with the doctor’s skill or expertise.  Instead, they center on the fact her billing is messed up, and she doesn’t accept credit cards. An easy fix…

Bad reviews often reflect bad service

Personally, I found reading anonymous online posts about myself or our company as a tough pill to swallow. I’ve gotten to accept that what matters most are the patterns that emerge from this feedback, not just a one-off commentary.  I can use these patterns to improve our product, service, or my personal style and professional decisions. So, in line with this, here’s feedback I received from speaking Society of Plastic Surgical Skin Care Specialists (spsscs.org) on the topic “SEO is Dead-Social is Alive: Shifting Your Marketing to Social Media”:

I have room to improve…as does your practice.

Tom Seery

Tom Seery is the founder and CEO of RealSelf, the most popular online resource that helps consumers research cosmetic treatments and find the right medical aesthetic provider. Each month RealSelf attracts 10 million unique visitors who view 50 million photos. Another 500,000 people contact doctors and clinics seeking more information or appointments. Integral to RealSelf is a model that showcases the expertise of aesthetic providers. Experts have posted two million answers to questions and routinely upload educational videos, and patient before & after photos. Prior to RealSelf, Tom was a member of the founding team at Expedia, where he conceived a $1.2b private-label travel business, launched the cruise travel line of business, and introduced search marketing long before Google was a household name. Tom sits on the board of ReSurge International, a nonprofit that builds plastic reconstructive surgical capacity in developing countries. He also regularly lectures on innovation and serves on the board of the entrepreneurship programs at the University of Washington. Tom holds an MS from Drexel University, MBA from University of Washington, and BA from Connecticut College. He resides in Seattle with his wife and two highly energetic boys. He is @seery on Twitter or @realself_tom on Instagram, should you wish to connect.

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