It’s not just a matter of monitoring and engaging, but it’s also important to learn and improve based on data generated from online comments.
“For us it’s much more than, ‘Hey here’s your new four-star rating on Yelp.’ I think more understanding can happen from the comments being published,” he says.
For example, if a patient at a plastic surgery practice awards that practice a four-star rating on Yelp but mentions after a string of positive attributes that the front-desk person was rude, the practice could monitor the good and bad to determine if these are isolated incidents or trends. Analyzing the feedback can help practices better understand what they’re doing well and what might need attention.
“So, our focus has not been solely on online reputation and online presence — of course, that’s a cornerstone — but the underlying denominator here is this is all about the patient experience and how do you improve the patient experience?” Rainey says.