Reputation Management Toolkit - Facility

Hannah Brown -

More patients are turning to online resources to find information about health conditions and healthcare providers before making an appointment. In 2014, 88 percent of consumers said they trusted online reviews as much as they trusted personal recommendations, according to the BrightLocal’s yearly Consumer Review Survey.

It’s more important than ever to establish your facility’s online presence and build a positive online reputation.

Once your facility establishes an online presence, it’s imperative to:

  1. Develop a strong online reputation by acquiring new positive review
  2. Monitor profiles by keeping a record of reviews and sentimen
  3. Respond appropriately to positive and negative review
  4. Contest inaccurate and duplicate review


Managing Online Reviews with Binary Fountain

Closing the Loop

  1. Upon receiving a review, you will receive an email alert from Binary Fountain.  
  1. For negative reviews only, click the link on the email alert that says “Associated Ta” This will direct you to the Binary Fountain dashboard, where you will log in.
  1. Click “Remember Me” to avoid having to log in in the future. Your account manager will provide you with your dashboard login information.  
  1. To Close the Loop, select one of the three options:
  • Respond online: Respond to the review online when appropriate. This can be done through the dashboard for Google My Business and Yelp reviews. Select through which account you are responding, type your response and click “Post Response & Close.”
  • Respond offline: Select this option when following up offline via phone or in-person (for example, when a patient is still in the facility or when a volatile situation may snowball into an argument if addressed online). Type any comments you would like to leave and click “Update and Close.” 
  • No follow up required: This is used in circumstances when it is not appropriate to respond to a review or follow-up with the patient offline. It can also be used to denote when a review on Google or Yelp is contested. Additionally, reviews on unclaimed profiles do not require an online response. Simply leave your comment and click “Update and Close.”
  1. Once you have Closed the Loop, the task is complete. If a negative review is not closed out after three days, a reminder is sent to all day 1 contact After this, it follows this general escalation path*:



Negative Reviews


Hospital Marketing Director


Hospital Marketing Director Reminder


Director of PR and Communications


Division Marketing Leadership


Hospital CEO


Division President

*Contacts vary by division. Please contact your account manager for a more detailed escalation contact list.

Note that extremely negative reviews (those with keywords such as malpractice, sue, lawyer, media) are escalated on an accelerated timeline. This is due to the time-sensitive nature of these reviews and will be noted in the subject line of the review.


Responding to Reviews Online

Responding to reviews, especially when they are negative, can help rebuild a relationship with an unhappy patient and show prospective patients the facility is willing to listen to complaints and fix issues brought to their attention.

When and how should you respond to positive reviews?

Respond to positive reviews. (Note: It is not mandatory to Close the Loop for positive reviews.)

Keep responses to positive reviews short and simple. Feel free to use the responses listed below or create your own.

  • Thank you for the feedback.
  • We appreciate the kind words.

When and how should you respond to negative reviews?

Respond to negative reviews about things that can be changed or about the patient’s overall experience.

  •  Over 4 hour wait to find a bed after surgery terrible service.
  • I had blood tests done two months ago and still haven’t received the results. I’ve called five times and no one has called me back.

Don’t respond to reviews about medical issues out of the physician’s control or negative reviews that do not provide a reason for the complaint.

  • I had a miscarriage at 10 weeks. I blame the physician. He ran tests, but couldn’t determine why I lost my baby.
  • The doctor is horrible.

 Don’t respond to exaggerated or unrealistic reviews.

  •  I would rather see a vet than this doctor.
  • I specifically asked for Dilaudid or Vicodin, but the doctor told me those pain medications were too strong to treat my pain. What a jerk! 

When responding to negative reviews, take responsibility, apologize, tell the patient the facility will try to improve and, if necessary, ask the patient to call the facility to discuss the complaint further.

 Feel free to use one of the responses below or create a unique response. For assistance responding to negative reviews, contact your reputation management account manager.

  • We are truly sorry. We strive to treat all patients like family. Please call our office, so we can discuss this review in more detail.
  • We are sorry to see reviews like this. We strive to provide all of our patients with excellent service and will work to improve our customer service at the reception desk.
  • We are always sad to hear someone had trouble reaching our facility. We want all of our patients to be able to communicate with us easily, so we will re- examine our phone procedures.
  • Please refer to the Sample Review Response toolkit for more customizable review response templates. 

HIPAA Compliance

The Privacy Rule in The Health Insurance Portability and Accountability Act protects all "individually identifiable health information,” including:

  • the patient’s physical or mental health
  • information that identifies a patient or could potentially identify the patient

When responding to online comments, remember to follow HIPAA guidelines and:

  • Respond in generalizations, such as “We strive to deliver quality care to all patients.”
  • Never use patient names in a response, even if they identify themselves in the comment.
  • Take the conversation offline by asking patients to call your office if you need to discuss the review further.


Contest Duplicate & Inaccurate Reviews

Duplicate and inaccurate reviews can affect a physician’s and practice’s average star rating. It’s crucial to report all duplicate and inaccurate reviews as soon as possible.

Is this a duplicate review?

Sometimes duplicate reviews don’t match word-for-word or have different dates. If you reasonably believe the review is a duplicate, contest it.

Is this review inaccurate?

A review is inaccurate if it:

  • is about another facility or a physician at another facility
  • is about an individual who is no longer at the facility
  • blames a physician for medical issues out of his/her control

 Examples of inaccurate reviews:

  •  A physician has left your facility, but there are reviews that mention the physicians by name on Yelp or Google My Business.
  • A patient leaves a negative review for Healthcare Hospital, but it’s left on the profile of Medical Center Hospital.
  • A patient leaves a review saying a physician caused her to have a miscarriage in the first trimester of her pregnancy.


Acquiring New Positive Reviews

  1. Verify your information.

Make sure information is correct on your profiles so patients know they are viewing and reviewing the correct facility.

  1. Tell patients about your facility’s online presence.

The Corporate Affairs Reputation Management Team can provide you with files for customized promotional materials to promote online review and social media sites.

  1. Develop a plan to ask for patient reviews.

Receptionists, patient experience workers, nurses, physicians and anyone who interacts with patients as part of their job can easily take a few minutes to ask for an online review.

  1. Send an email marketing campaigns.

Include links to your online profiles in your eNewsletter and ask patients to share their experience.

  1. Create a friendly competition.

Give a prize to the person at your facility who has the most positive mentions on review sites or set monthly goals and have a service line-wide celebration when those goals are met. This will encourage your entire staff to work toward improving your online reputation.

  1. 6. Don’t write fake reviews. 

Review sites use technology to identify fake reviews. If a site believes your facility is writing fake reviews, they may shut down your profile. Facilities can also be fined large amounts for writing fake reviews because it’s a form of false advertising.

Employees should not write reviews, even if they are patients at the facility because it’s against the terms and conditions of most review sites.


If you have any questions about how to manage your online reputation, please contact your Corporate Affairs Reputation Management Team.

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