Online reviews are playing an increasingly central role in driving the purchasing behavior of consumers. It is fact that most consumers place high trust in the accuracy of online reviews, similar to word-of-mouth. A recent Nielsen online study of nearly 30,000 consumers found that more than 70% trust online reviews and that negative reviews greatly affect their purchasing decision. This makes online reviews one of the most trusted forms of advertising! Recently Harvard Business School released the results of a study showing that something as simple as a one-star improvement in a listing can deliver a noticeable increase in operating revenue.
With the stakes so high, it’s important for medical practices to develop procedures for locating and responding to online reviews.