The competitive nature of healthcare provision means that psychiatric practices must continually innovate and improve both their clinical and business practices. Marketing plays helps communicate these improvements to both existing and potential patients. The practice itself requires psychologists and other mental health practitioners to open themselves up to online reviews, some of which might not be flattering.
The problem with online reviews
An article published in Psychiatry.com provide, “The physician’s reputation, honed through decades of dedication and sacrifice, now hangs at the mercy of keyboard warriors.”
When patients leave reviews, they often share their personal experiences and feelings about the interaction, rather than an objective assessment of the medical care received. Since psychiatric treatment involves managing complex emotional and psychological issues, a patient's satisfaction can be heavily influenced by personal expectations and the emotional state at the time of treatment.
Psychiatrist practices are especially susceptible to negative online reviews due to several factors. The confidential nature of mental health treatment limits the details psychiatrists can provide in any public response to reviews, preventing them from fully addressing criticisms or correcting misinformation. Additionally, the effectiveness of psychiatric treatment can be difficult to quantify and varies greatly among patients, which means satisfaction levels can be highly individualistic and not reflective of the care quality.
See also: Developing sensitive and informed language in mental health settings
Psychology practices and necessity marketing
Even within the context of providing mental health services, psychiatric practices operate as businesses and face similar challenges and responsibilities as other commercial entities. Like any business, a psychiatric practice needs a steady influx of clients to remain financially viable. Marketing is necessary in achieving this by increasing the visibility of the practice, differentiating it from competitors, and communicating the unique qualifications and treatment options available to potential patients.
Effective marketing also helps psychiatric practices reach a broader demographic, including those who might not otherwise consider seeking mental health services. By strategically promoting the benefits of psychiatric care and the successes of their specific approaches, practices can attract new patients and expand their impact within the community.
See also: Top 7 HIPAA compliant email marketing services
How to handle online reviews
Handling them correctly
- Psychologists should actively monitor their online reviews across various platforms such as Google, Healthgrades, and specialized mental health service review sites.
- Developing a professional website and maintaining active social media profiles where they share general mental health advice, articles, and office updates can help psychologists create a positive online presence.
Using them
- Negative reviews should be seen as opportunities for improvement. Psychologists can analyze complaints and trends in negative feedback to identify areas of their practice that might need enhancement, such as waiting times, appointment availability, or even aspects of the therapy environment.
Responding effectively
- When responding to both positive and negative reviews, psychologists should maintain professionalism and confidentiality. They can thank the reviewer for positive feedback.
See also: HIPAA Compliant Email: The Definitive Guide
FAQs
What is PHI?
PHI, or Protected Health Information, is any information in a medical record that can be used to identify an individual and that was created, used, or disclosed in the course of providing a healthcare service, such as diagnosis or treatment.
Can psychologists share PHI in a review response?
No, psychologists cannot share PHI in a review response due to confidentiality obligations under HIPAA.
What is the organization that provides the ethical considerations for psychiatric marketing?
The American Psychological Association (APA) provides ethical considerations for psychiatric marketing through its Ethical Principles of Psychologists and Code of Conduct.
Kirsten Peremore
