Choosing a doctor is a pretty big deal for most of us. And a new study shows that online reviews are a leading factor in deciding which doctor we choose. In fact, three-quarters of consumers consult reviews when shopping for a new physician.
Reputation, in partnership with YouGov, today announced the results of its healthcare report. The report surveyed 1,227 U.S. adults aged 27-64. Its goal was to learn how consumers search for healthcare online. In particular, the survey looked for which sources influence their choice of a facility and/or physician.
Key Highlights
About 75% of U.S. adults read online patient ratings and reviews when considering the decision of a healthcare facility or physician. And ratings and reviews are the third most important decision factor for patients. Not surprisingly insurance and location are the top two. In fact, many people start their search for a doctor on their insurance portal.
Consumers don’t stop at a few reviews either. About half of U.S. adults read 10 or more reviews. Another 23% read 20 or more. And 55% of Millennials say they have made a decision to choose one physician or hospital over another because of what they found in online reviews.
As we’ve seen with research on other local business categories, responding to reviews matters. A full 65% say it’s matters if providers respond to reviews.
Not surprisingly, Google plays a big role in healthcare search. It trumps provider/physician websites, healthcare-specific sites like WebMD, and it bests social media. Google is also the top reviews site for healthcare searchers.
One big challenge is that healthcare directories are often out of date. The federal government stepped in to try and improve the situation. Under the No Surprises Act, health insurance plans now must update their directories within 48 hours of data changes.
Women, Men Have Different Priorities
Perhaps the least surprising thing about this survey is that women are more diligent and exacting in their healthcare-related searches.
- For example, women prioritze the gender of their healthcare provider more so than men. Among women, 20 percent consider gender, compared to less than 10 percent of men.
- Also, 75 percent of women consider whether or not a doctor takes their insurance. By contrast only 63 percent of men do. Given the cost of healthcare, you’d think it would be closer to 100% for both.
- Finally more women than men cared if healthcare providers offer hours outside of 9 am to 5 pm. This mattered to 19 percent of women versus 15 percent of men.
“For decades, patients had incredibly close relationships with their doctors and for many, this bond spanned years and even generations. The days of brand loyalty are gone, especially as the pandemic continues, and we continue to see rapid change in care delivery models as well as consumer expectations,” said Annie Hafner Haarmann, Reputation’s Head of Strategy and Consulting, Healthcare and Life Sciences.
“This is the same shift we have seen in other industries, where it’s become common to read reviews before buying a new product or review a restaurant’s menu before making a reservation. Healthcare consumers are using this information to make decisions about the services and providers that are the right fit for them.”
As the quote above notes, healthcare does not seem to be immune to the erosion of brand loyalty we have seen over the years. Much of this has been driven by transparency in the search process that has empowered consumers to make much more informed decisions. And of course, reviews are a big component of this.
