Healthcare-specific
Patient reviews and reputation management
Patient reviews significantly influence both search rankings and patient decisions. Google explicitly states that "review count and review score factor into local search ranking,"[1] making online reputation management essential for attracting new patients while maintaining trust.
Why reviews matter for SEO
Google explicitly states that "review count and review score factor into local search ranking."[1] More positive, recent reviews correlate with higher local pack rankings.
Reviews provide fresh, user-generated content that search engines value. They also demonstrate ongoing patient engagement with your practice.
Star ratings appear in search results through structured data, influencing click-through rates before patients even visit your website.
Review velocity (how frequently you receive reviews) signals ongoing patient satisfaction and practice activity to search algorithms.
How reviews influence patients
Research published in JMIR found that negative reviews significantly decrease physician selection intention, demonstrating the powerful impact of online reputation on patient decisions.[2]
Overall star rating is important, but patients also examine review recency, volume, and the specific content of reviews. A 4.5-star rating with recent reviews often outperforms a 5-star rating with outdated feedback.
How you respond to negative reviews can positively influence perception. Professional, empathetic responses demonstrate that you care about patient experience.
Patients often trust peer reviews more than provider-created marketing content. Third-party validation carries more weight than self-promotion.
Ethical review management
Ask for reviews: It's appropriate to encourage satisfied patients to leave reviews. The key is asking all patients systematically, not cherry-picking those likely to leave positive feedback.
Never incentivize: Offering discounts, gifts, or any compensation for reviews violates FTC endorsement guidelines and platform policies. This applies even to "neutral" incentives like entry into a raffle.[3]
Don't fake reviews: Fake reviews violate platform terms and can result in penalties, profile removal, or legal action. Review platforms use sophisticated detection methods.
Respond thoughtfully: Respond to negative reviews professionally without violating HIPAA. Never confirm that someone is a patient or reference any health information, even if the reviewer shares their own details.[4]
Responding to negative reviews
Acknowledge the feedback without admitting or denying specific claims. A response like "We're sorry you had this experience" is appropriate.
Invite the reviewer to contact your practice directly to resolve concerns. Take the conversation offline rather than debating publicly.
Never confirm someone is a patient or reference any health information – even acknowledging they visited your practice can violate HIPAA.[4]
Keep responses brief, professional, and empathetic. Defensive or argumentative responses reflect poorly on your practice.
Use negative feedback as an opportunity to improve practice operations. Patterns in complaints often reveal genuine areas for improvement.
Key takeaways
- Google confirms reviews are a local SEO ranking factor
- Research shows negative reviews significantly decrease physician selection intention
- Ethical review practices: ask systematically but never incentivize or fake
- HIPAA applies to review responses – never confirm patient status
Related concepts
Foundational definitions
Local SEO for doctors
Local SEO focuses on improving visibility for location-based searches. For medical practices, this means appearing when patients search for "orthopedic surgeon near me" or "best dermatologist in ."
Healthcare-specific
Healthcare marketing compliance
Healthcare marketing operates under strict regulatory requirements. Understanding compliance isn't just about avoiding penalties – it's about building trust with patients who expect their healthcare providers to operate ethically.
How it works
How patients search for doctors
Understanding how patients search for healthcare providers helps you meet them where they are. Patient search behavior has evolved significantly – with nearly 60% of US adults searching for health information online – driven by the rise of AI tools, mobile search, and changing expectations.
For healthcare practices
See how this applies to specific specialties.
For Joint Replacement Practices
Joint Replacement
Joint replacement is one of the most researched elective surgeries – nearly 60% of US adults search for health information online. Patients spend weeks comparing surgeons, researching techniques, and reading reviews before choosing who will perform their procedure. Your online presence is critical to being considered.
For Sports Medicine Practices
Sports Medicine
With 8.6 million sports injuries occurring annually in the US, athletes and active individuals are actively searching for specialized care. Nearly 80% of Americans participated in at least one sports or fitness activity in 2024, creating substantial demand for sports medicine expertise. Your online visibility determines whether these motivated patients find your practice.
For Medical Spas Practices
Medical Spas
Medical spa clients research extensively online before booking – nearly 60% of US adults search for health information online. They compare providers, look for before/after photos, and read reviews. Search visibility directly drives new client acquisition – more than almost any other channel.
Related problems
Common challenges this concept helps address
Sources
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