In today's increasingly digital age, online reviews hold immense power, influencing patient decisions and shaping the reputation of GP Practices.

While positive feedback is always welcome, negative reviews are a reality that every practice needs to address effectively. Negative reviews, while unpleasant, can actually be an opportunity to show your practice's commitment to patient care. If left unchecked, they could put off potential new patients and damage your hard-earned trust.

Whether it's a grumpy comment on the NHS website or a social media rant, there are a few methods you can use to navigate the murky waters of online criticism and come out smelling like roses (or at least a good quality disinfectant wipe!).

Be Cool: reacting to criticism

The urge to get defensive is understandable. After all, you and your team work hard to deliver exceptional care. However, taking a deep breath and approaching the situation with a cool head is crucial

Deep breath, then read it again

A heated response can escalate the situation - stepping back and re-reading the review after some time allows for a more objective perspective. This "first blush" reaction might be clouding your judgment.

Owning Up to Errors

Mistakes can happen, even in the best practices. Acknowledging it can actually build trust, and patients often appreciate honesty and an effort to rectify the situation.

Your ‘Right to Reply’ – how to respond to their concerns

The key to tackling negative online reviews lies in building a well-structured, professional response:

• Acknowledge their Disappointment: Start by acknowledging the patient's dissatisfaction. Regardless of the specifics, express your regret that their experience wasn't what they expected. This demonstrates empathy and shows that their concerns are taken seriously.
• ‘We care about our Patients’: Reassure patients that their well-being is your top priority. Reiterate your practice's commitment to providing high-quality care.
• Open a Line of Communication: If you can identify the patient who left the review, consider reaching out to them directly. You could invite the patient to discuss the issue further with the practice manager Offer a phone call or an in-person meeting to discuss their concerns further. This personal touch demonstrates your sincere commitment to resolving the issue.

Keep your response concise and professional. Edit it carefully before posting, and consider seeking feedback from colleagues to ensure its clarity and professionalism. It’s good practice to maintain a record of the review and your response for future reference. You can even use it as a teaching moment during staff meetings to highlight the importance of effective communication and patient care.

The Power of a Positive Response

By responding to negative online reviews promptly, professionally, and with empathy, you can achieve several positive outcomes:

• Demonstrate Responsiveness: A well-thought out and planned response shows your patients that your practice actively listens to feedback and is dedicated to patient satisfaction.
• Damage Control: A thoughtful response can limit the negative impact of the review on your reputation.
• Problem-Solving: Addressing a complaint head-on highlights your ability to identify and address issues effectively. By resolving a patient's concern with a response and showing that you are happy to communicate with patients will help to build trust and loyalty with them.

By consistently demonstrating a patient-centric approach, both online and offline, you can build a strong reputation for your practice and ensure that even negative reviews serve as opportunities for growth and improvement.

FPM Core subscribers have access to a comprehensive "Social Media Policy (Responding to Online Abuse)" document, which provides a clear framework for navigating online interactions, including responding to negative reviews.