Sites such as Google and Yelp are no longer just feedback forums — they’re competitive arenas where reputations are built or broken. In this landscape, the practices that actively manage their online presence and deliver exceptional patient experiences are the ones that stand out and get chosen.

A growing majority of patients rely heavily on online reviews when choosing their healthcare providers.¹ In fact, 84 percent check reviews before booking care and over half read at least six reviews before deciding.¹ The influence of negative feedback is profound: 61 percent of patients say they would avoid a physician based on poor reviews, even if recommended by someone they trust.¹ Moreover, 41 percent report increased trust in providers who actively respond to reviews, highlighting the importance of engagement and transparency in building patient confidence.¹ While referrals and word of mouth remain valuable, physicians can no longer afford to overlook the power of their online reputations.

Specific complaints in negative patient reviews — such as concerns that a physician didn’t listen, seemed rushed or lacked expertise — can significantly damage a practice’s reputation. These detailed critiques go beyond general dissatisfaction; they actively discourage prospective patients, who may view them as indicators of subpar care or professionalism. Unlike vague feedback, precise criticisms tend to resonate more strongly with readers and can even outweigh personal recommendations. To protect their reputation and maintain patient trust, practices should respond promptly and thoughtfully, showing a clear commitment to improvement and patient-centered care.²

How Physicians Can Respond to Negative Online Reviews Professionally and Effectively
Physicians facing negative online reviews can take several thoughtful steps to manage the situation effectively: ³

• Pause before responding: Avoid reacting in anger. Take time to gather the facts and understand the situation.
• Empathize with the patient’s perspective: This helps craft a professional and compassionate response.
• Respond promptly — but stay HIPAA-compliant:
  • Never acknowledge the patient’s identity or medical details publicly.
  • Keep responses general, respectful and focused on improvement.
• Resolve issues privately when possible:
  • A phone call or in-person conversation may lead the patient to revise or remove the review.
• Monitor your online presence regularly:
  • Stay aware of new reviews and feedback across platforms such as Google, Yelp and Healthgrades.
• Encourage satisfied patients to leave reviews:
  • Positive feedback helps balance occasional negative comments and boosts reputation.
• Maintain a strong digital footprint:
  • Keep your website updated and engage on social media to showcase your commitment to patient care.

Innovatix Can Help
In today’s digital-first healthcare environment, a provider’s online reputation can be just as influential as their clinical expertise. Patients increasingly rely on online reviews, search results and digital presence to guide care decisions, making reputation management a critical part of practice growth and patient trust. Marketing and advertising solutions play a central role in shaping and maintaining that reputation. From targeted campaigns to review management, these tools help healthcare organizations stay visible, responsive and competitive.

As part of Premier, Inc., Innovatix empowers healthcare providers across the continuum of care by offering access to a robust contract portfolio of suppliers specializing in digital marketing and reputation management. These services are available to Innovatix members at discounted rates and with favorable terms, delivering measurable value and operational efficiency. Through our contracted suppliers, members can access platforms and services that enable them to:

• Centralize business listings and reviews from across the web.
• Edit and manage online profiles from one location.
• Send review requests and respond promptly to feedback.
• Share positive reviews on targeted platforms.
• Execute and optimize location-specific campaigns across search, social, video and display advertising.

By leveraging these tools, healthcare organizations can enhance visibility, build trust and attract new patients — while maintaining financial efficiency and operational excellence.

Explore Our Contracted Suppliers
Innovatix connects members to a wide range of suppliers offering strategic advertising, search engine optimization (SEO) and digital engagement solutions tailored to the healthcare sector (see our list of contracted suppliers in this space below). These services support providers across the continuum of care, from senior living and skilled nursing to outpatient facilities and physician practices.