More than half of GPs say a clinic where they work has been subject to an unfair negative online review—and 28% have personally received one, according to Healthed’s February survey of almost 2200 GPs.

GPs tend to put a lot of stock in reviews – 80% think patients factor them in when choosing a clinic, and more than three quarters think positive reviews contribute to a clinics’ success.

But how much weight should GP place on these reviews and what’s the best way to respond if you get a bad one?

How important are reviews really?

GPs who think reviews influence patient decisions may be right.  

In a recent experimental study, Chinese researchers built a fictitious website based on a real one where patients can leave doctor reviews. They found negative reviews reduced the likelihood of patients choosing that doctor, especially if: 

• there were a higher proportion of negative reviews 
• reviews were factual (i.e. objective or easy to verify versus emotional or subjective) 
• the physician did not respond to the review. 

But do these results hold true in Australia? 

While local data is minimal, a 2019 systematic review looking into 69 studies—including one from Australia—concluded that online patient reviews “contain valuable information that can generate insights into quality of care and patient-provider relationship.” 

Neither consumer advocacy organisation Choice nor the Australian Patients Association include online reviews in their list of things to consider when choosing a doctor.

Bad reviews won’t necessarily affect your reputation

However, medical defence organisation Avant notes consumers are increasingly turning to review sites to express their pleasure—or displeasure—posing a new challenge for many GPs. 

“Reading adverse feedback online can be a confronting experience for a doctor, particularly if it is the first they have heard about the patient’s concern,” says Kate Gillman, Head of Avant’s Medico-legal Advisory Service. 

Importantly, negative reviews will not necessarily damage your personal or practice reputation, Ms Gillman says, and how you respond is key. 

“Many doctors do want to take some action when they find a negative review online, but every situation is unique so the most appropriate response will vary each time.”

To ignore or reply?

Almost 20% of GPs who provided free text comments in Healthed’s survey said they would ignore the review; some saying it’s not worth the effort or could make things worse. 

“Best to not comment on negative reviews – replying gives it much more oxygen. You can’t please everybody,” wrote one GP. 

“Ignore… You cannot win if you respond, and apologising on an online platform encourages more spurious complaints hoping for some reward,” another opined. 

However a similar proportion of respondents said they would reply  — or ask their practice manager to do it. 

“Acknowledge the comment and explain why you think the incident may have happened,” one suggested. 

So, which approach is best?  

The experts at Avant say there are some key considerations: 

Is the complaint about a clinical issue?

If the negative review relates to a clinical matter, it can be best not to respond online, Avant advises. If you do, write a general response to acknowledge the concern and apologise, making sure you don’t breach patient confidentiality. 

Is it about an administrative matter?

If the review is about an administrative matter such as waiting times, you can get your practice manager to post a timely online response, Avant suggests. This should: 

• acknowledge the issue 
• sound genuine, empathetic and positive 
• explain what you will do (or have done) to address the concern. 

Make sure you follow up on anything you promised to do. 

Is it an isolated incident?

You can also choose to ignore reviews, Avant says, even if they seem unreasonable.  

“If you do not think there is actually an issue and other patients are generally happy, you might choose simply to let the comment go. Other patients may respond or post positive reviews and balance out the negative rating,” they write.

How well do you know the person who left the review?

If you know who has left the review, you could contact them and discuss things offline, Avant advises. 

You can tell them you’re sorry to hear about their concerns and try to resolve them—and ask the patient to update or remove the review if all goes well. 

Several GPs in Healthed’s survey recommended this course of action. One said they would “Invite the patient to discuss face to face,” while another would “Call the patient, practice open disclosure, and allow them to be heard.” 

However, this approach can backfire, Avant warns, so it’s important to consider the nature of the comments and how well you know the author before proceeding. 

Get advice from your MDO

While less than 20 surveyed GPs mentioned speaking to their medical defence organisation about a negative review, Avant recommends doing this first. 

“We generally advise doctors to contact their MDO and consider their options before responding to negative online comments so they do not inflame the situation or breach their professional obligations,” says Ms Gillman. 

She adds that in some cases, online comments can be criminal. For example, online stalking, bullying, or other behaviours that make you fear for your safety may constitute cybercrime—and you have various options for dealing with this. 

“These might include reporting to ReportCyber, contacting police, or taking out an intervention or protection order,” Ms Gillman says. 

You can also ask the platform to remove a review if it breaches their guidelines, which typically cover things like fake content, hate speech, and defamation. 

Online comments can also breach defamation laws, but it can be difficult to win a defamation case, Ms Gillman says. The process will involve airing negative comments and may worsen negative public perceptions, she adds, noting this is an evolving legal area that is very situation dependent. 

Should you actively solicit positive reviews?

Some GPs suggested this, but doing so may raise ethical and legal issues. 

“Some practices coerce patients into making reviews; be aware of any practice with only 4 and 5-star reviews, particularly if lots of them,” one surveyed GP wrote. 

“I have doubts because a doctor acquaintance wrote his own (excellent) online review which I considered inaccurate,” another said. 

Importantly, it’s illegal to create fake or misleading reviews—and to ask others to do this. 

And remember AHPRA prohibit the use of testimonials (“recommendations or positive statements about the clinical aspects of a regulated health service”) in your advertising.  

Negative online reviews can take a toll

If you’ve ever been a recipient of a negative online review, and found the experience difficult to deal with, you’re definitely not alone. GPs in Healthed’s survey described it as “stressful”, “depressing” and even  “vexing.”  One GP said they were left feeling “completely helpless,” after receiving untrue reviews. 

It’s little wonder doctors can be sensitive to negative reviews, given how much  they’ve invested in their careers, says Sydney-based GP Dr Kathryn Hutt, Medical Director of Doctors’ Health NSW—a branch of the Doctors’ Health Alliance, which provides free, confidential, 24/7 telephone support run for and by doctors in every Australian state and territory. 

“Many of us have invested a lot of time, a lot of our lives, into our jobs, so it can feel very personal,” she says.  

It’s not always within your control

“We’re trying to do the best we can every day for every patient. And we might have to say no to things patients might want, and that might not please them.” 

“That might result in a negative review which we find very unfair. And that injustice hurts because we’ve been trying to do a good job—and have, in fact, been doing a good job.” 

Numerous comments in Healthed’s survey attested to this. 

“Most negative reviews are just patients piqued at not getting what they wanted,” one GP wrote.   

“My negative review was from a drug seeker who didn’t get what he wanted. There seems to be no defence against this,” said another. 

Dr Hutt stresses that online reviews are not a fair way to assess practitioners, and that negative reviews can be “more a reflection on the person leaving the review.” 

She says racism and prejudice can also play a role – and previous Healthed research has shown that international medical graduates are more likely to experience discrimination from patients than their Australian-trained colleagues. In this most recent survey, 32% of GPs who trained overseas reported receiving an unfair negative online review, compared with 24% of GPs with Australian qualifications (noting that the margin of error in the survey is around 2%). 

Some doctors — like those who deal with a lot of insurance-related issues—can also be more prone to negative reviews because of the nature of their work, Dr Hutt adds.  

Tips for coping

Dr Hutt says talking to someone is the most helpful immediate response.  

“It’s very important not to just let things fester. In fact, talking about it with a safe colleague can really help,” she says, especially if you’re experiencing feelings of shame. 

“We’re all perfectionists; we all try and avoid criticism and can feel quite a lot of shame when that happens. And the instant you talk about that with a colleague and realise just how common it is to get a negative review, criticism or an unhappy patient, I think that helps.” 

“That’s why the Doctors Health Alliance exists. There’s always a GP on that service 24 hours a day that can talk over exactly this sort of situation.”

Keep it in perspective

While some GPs view negative feedback as a learning opportunity, and use it to make positive changes, others internalise it, which can lead to burnout, Dr Hutt says. 

 “The risk is that you can take negative criticism to heart, and it turns into more than something you can just brush off. Then it can become very hurtful and can also contribute to a sense of dissatisfaction with the role. And there is also a risk of this contributing to burnout,” she says. 

This is one reason some GPs avoid reading reviews at all.

“I don’t read them. A single bad review from a disgruntled patient can seriously affect self-confidence,” one GP wrote.

Try not to let the review “get blown out of proportion in your own thinking,” Dr Hutt advises, noting it’s not worth jeopardising your health based on one person’s opinion expressed online in a moment of grievance. 

“For that unhappy person, there are probably 573 very grateful and happy patients,” she says. “But they’ve been out there living their lives and not getting onto Google.”

More comments from your colleagues

“I had an elderly patient who left 1 star thinking that meant I was number 1.” 

“I didn’t sign up for daily performance appraisals when I considered a career helping other people!” 

“The problem is 1 or 2 negative reviews can have a significant impact. Often people who seem to have these negative views have negative views about everything and are difficult to please.” 

“Ignore it—one bad clinic review amongst 99% 5-star ones tells me the complainer has the problem.” 

“Unfortunately, the review was put online when a group of colleagues broke away from our practice, set up their own practice and sent letters to 2000 of our patients to try and entice them. I believe the review was written by them as I have never had another.” 

“Although we should be able to answer back it is probably best to ignore rather than fuel the fire.” 

“A single disgruntled patient has a free attack run with no personal consequences, manifestly unfair.” 

“Online reviews disempower doctors to make good clinical decisions and are more likely to give patients what they want rather than providing good medical care.”