OK, so we know hospital and physician rating sites are going to be big sooner than later. The fact that the rating information is so diffuse at this point allows us to breathe a sigh of relief. But not for long. This opportunity to “get the house in order” is a gift. Act accordingly.
The “electronic medical grapevine,” to coin a term, is growing in importance. In 2001, the American Medical Association issued a press release suggesting that patients make a New Year’s resolution to “trust your physician, not a chat room.” As with much other New Year’s advice, this proffered piece of wisdom went unheeded. Today, online doctor ratings have become an integral part of an effort to intensify the interactivity of health care sites and thereby make them more attractive to users.
If you think this is only the doctor’s problem, think again. Although a hospital’s reputation is woven from many threads, it all unravels without good physicians. Scattered positive or negative comments won’t have much impact, but a pattern of “best doctors” ratings or, conversely, ratings showing the “worst attitude toward patients” can be much more important in a competitive marketplace. To protect themselves, hospitals at the very least should check up on big admitters and prominent leaders of the medical staff. Like it or not, the first thing many “singles” do before a first date is search the Web for information on that potential partner. In that same spirit, keeping track of your physician partners is just common sense.
We all know that in the real world, the importance of regulatory authorities isn’t going away. But in the virtual world, the electronic medical grapevine is growing in importance in a way that may someday rival the stamp of approval of regulators. These days, it pays to pay attention to the impact of both.
Soon market leaders will emerge in this health care rating business giving the industry needed credibility. When that happens, it is only natural for the form of those ratings to progress. And the natural progression will include specificity.
Take a look at SeatGuru, which gives travelers information about the best and worst seats on hundreds of airplanes around the world. Or the newly launched TripKick which does the same for hotel rooms. From Springwise:
While TripAdvisor (which acquired SeatGuru in 2007) gives travellers access to detailed hotel reviews by other travellers, who occasionally include info on which rooms to book, there’s definitely an opportunity in getting specific about individual rooms.
TripKick—”your hotel sidekick”—launched with about 250 hotels in 10 US cities, with more to follow. Coverage of each hotel includes detailed information on which rooms to request: which rooms are oversized (rooms ending in 03 and 04, for example), which have great bathrooms or are quieter than others. TripKick, which spent a year gathering all of this information, also points out which floors are better, and which to avoid. Guests are encouraged to add their own reviews and upload photos of rooms they’ve stayed in.
The impact of health care rating sites will be truly felt when the information gets specific. Specific about departments, about visits, about procedures, about experiences. Pictures included. Are you making the necessary preparations?