Recently, MSNBC reported that some physicians were having patients sign “gag order” waivers to prevent their ranting on review Web sites. Unbelievable.  Would you trust a physician who required you to sign such a document? Allowing patients to review doctors on Web sites is not only is in the best interest of consumers and public health, but it is also a matter of freedom of speech. In fairness, however, I believe doctors should be exempt from federal privacy laws that prevent them from publicly responding to patients. 

As healthcare marketers, we may not be able to change federal law, but we can help manage the reputation of our physician clients on these Web sites.  Here’s how:

1. Use a username that clearly identifies you as a representative from the practice, such as OfficeMgr_SmithMedical, with proper contact information in the user profile.
2. Acknowledge comments with replies that let reviewers know you are listening (without, of course, acknowledging patient name or identification).
3. Direct patients to contact a specific person at the practice to voice concerns and resolve issues.
4. Encourage reviewers to continue the conversation with your practice.

For example, a recent McKinsey report found that an aortic valve replacement that costs $100,000 at a U.S. hospital would run about $12,000 at an equally qualified and credentialed hospital in Asia. Wow!  But how do you know if you can trust these hospitals from a quality of care perspective?  

I’m a big fan of choosing hospitals that can demonstrate their quality of care. So, in addition to making sure that the hospital is accredited by the Joint Commission International (JCI) and International Standards Organization (ISO), look for the hospital that openly and transparently reports its clinical outcomes. 

For example, take a look at National University Hospital.  It’s a good start, though not comparative and somewhat complicated for the uninformed reader.  Do your research by comparing those outcomes to your American counterparts.  And if the clinical indicators are not posted on the Web site – ask!

  #5 – Heart and Heart Surgery including tetralogy of fallot surgery and pediatric heart transplant
  #5 - Neonatal Care
#11 – Cancer including pediatric leukemia, pediatric Hodgkin’s disease and bone marrow transplant
#14 – Diabetes and Endocrine Disorders
#14 – Digestive Disorders
#15 – Respiratory Disorders including pediatric cystic fibrosis and childhood asthma
#20 – Kidney Disorders
#20 – Neurology and Neurosurgery

The rankings will be featured in the August issue of U.S. News & World Report.

About Lucile Packard Children’s Hospital:
Associated with the Stanford University School of Medicine, Lucile Packard Children’s Hospital in Palo Alto, Calif., provides a full range of medical and surgical services to children and expectant mothers from all over the United States.  For more information, visit www.lpch.org.

#8 — Heart and Heart Surgery
#9 — Digestive Disorders including pediatric inflammatory bowel disease
#20 — Urology
#25 — Respiratory Disorders
#28 — Cancer including Ewing sarcoma and Hodgkin’s lymphoma
#29 — Neonatal Care
#29 — Neurology and Neurosurgery including epilepsy and pediatric spina bifida surgery
#30 — Kidney Disorders

The rankings will be featured in the August issue of U.S. News & World Report.

About Children’s Hospital of Wisconsin:
As a member of the Children’s Hospital and Health System, Children’s Hospital of Wisconsin in Milwaukee provides premier services, treatment and specialties to the children of Wisconsin, Northern Illinois, Michigan’s Upper Peninsula and beyond. Visit their blog to learn more.