The Impact of Online Reviews on Patient Decision-Making in 2025

Ratings play a crucial role in the decision-making process. According to a study, 90% of patients are likely to choose a healthcare provider with a high average rating. A 5-star rating is ideal, but even a 4-star rating can have a positive impact if the feedback is consistently favorable.

However, it’s essential to remember that ratings alone don’t tell the whole story. Patients are now more likely to scrutinize reviews for meaningful insights about the doctor-patient relationship, bedside manner, and overall experience. A practice with a high average rating but few reviews may not inspire as much trust as one with a solid 4-star rating and dozens of reviews.

The quantity of reviews is just as substantial as the ratings themselves. According to a survey by PatientPop, 72% of patients trust healthcare providers with at least 10 reviews. A higher number of reviews indicates a long-standing and well-established practice, which can foster greater trust and confidence.

Having a robust number of positive reviews shows that your practice is actively serving and caring for patients, building a reputation that influences others. The more reviews you have, the more likely patients are to choose you over others with fewer reviews, even if they have higher ratings.

As we look towards 2025, recency is becoming an even more crucial factor. 72% of consumers read online ratings and reviews to consider booking with a new healthcare provider. Patients want to ensure that their expectations match the current quality of service provided by a healthcare professional.

Old reviews, while valuable, lose their relevance over time. In a rapidly evolving field like healthcare, where treatments, technology, and staff are constantly changing, fresh reviews are essential to maintain trust and relevance. Moreover, staying engaged with patients by regularly soliciting feedback boosts both your reputation and visibility.

The most persuasive reviews are those that emotionally resonate with potential patients. Reviews that tell personal stories or share experiences of overcoming fear or uncertainty are incredibly impactful. When patients see their worries reflected in someone else’s words, it makes them more likely to trust the provider. The emotion behind a review makes the experience feel real and relatable, influencing the patient’s decision more than just technical details.

Why It’s Persuasive: Emotional reviews foster a human connection, enabling potential patients to see themselves in the experience. It’s not just about the treatment; it’s about how the patient felt throughout the process.

Reviews that provide specific, detailed accounts are far more persuasive than general feedback. A review that describes the step-by-step experience—from the check-in process to the doctor’s approach—gives patients a clear picture of what to expect. Specific details add credibility to the review, making it feel more authentic. When potential patients read these types of reviews, they feel as though they are hearing from someone who has truly experienced the care, not just an anonymous reviewer.

Why It’s Persuasive: Specificity in reviews adds credibility and makes the feedback feel genuine. The more real and relatable the story, the more persuasive the review becomes.

No healthcare provider is perfect, and patients are aware of this. Reviews that offer a balanced perspective—acknowledging both the strengths and weaknesses of the experience—are often more persuasive than overly glowing reviews. Patients appreciate honesty. For example, a review that mentions a doctor’s excellent bedside manner, while also noting long wait times, helps set realistic expectations.

Why It’s Persuasive: Balanced reviews feel more honest and trustworthy, as they give a realistic view of what patients can expect. This transparency builds trust with future patients.

Outdated reviews can mislead prospective patients. In healthcare, things change—new procedures, new staff, or even updated office technology. That’s why recent reviews carry more weight. When reviews are current, patients feel confident that they’re getting accurate, up-to-date information about a healthcare provider’s practices. Recent reviews signal that a provider is active and responsive to the needs of their patients.

Why It’s Persuasive: Fresh reviews are more relevant and reflect the current state of the practice, helping potential patients trust that they will get the most current care.

People tend to trust what the crowd says. In healthcare, this translates into the influence of social proof. When patients see that many others have had positive experiences with a provider, they feel more confident in making the same choice. The volume of reviews matters: a high number of positive reviews builds trust and establishes the provider as reliable and credible.

Why It’s Persuasive: Social proof reinforces trust by showing that others have already had a positive experience. More reviews help create a sense of community approval, making patients more likely to trust the provider.

When faced with a negative review, the first instinct might be to defend yourself or your practice. However, the key is to listen. What are the patient’s concerns? What specific issues are they addressing? Instead of immediately responding defensively, take the time to understand their perspective. By thoughtfully acknowledging their feedback, you demonstrate a commitment to patient satisfaction and a willingness to improve.

Pro Tip: Respond with empathy and professionalism, acknowledging the patient’s concerns without immediately defending yourself. This demonstrates that you value their experience and are committed to resolving any issues.

While the issue at hand may not always be within your direct control, it is essential to acknowledge the patient’s concerns and express a genuine commitment to improving their experience. A thoughtful and sincere acknowledgment of the situation, such as “We regret that your experience did not meet expectations,” demonstrates professionalism and a dedication to service excellence.

Pro Tip: Taking accountability is not an admission of fault, but rather a demonstration of your willingness to address concerns and prioritize the patient’s needs. This approach fosters trust and reinforces your commitment to continuous improvement.

Every bad review is an opportunity to learn. Is there a system or process that needs improvement? The wait time needs to be shortened, or the communication could be more transparent. Use this feedback as an opportunity to make adjustments that will improve the patient experience. When you actively implement changes based on patient feedback, you demonstrate your commitment to growth and improvement.

Pro Tip: Treat negative feedback as an invaluable resource. By adapting your practice based on the insights provided, you ensure that it continues to evolve and better serves your patients.

It’s remarkable how bad reviews, when handled well, can strengthen patient loyalty. If a patient sees that you listened to their concerns, apologized, and made tangible improvements, they’re much more likely to return and recommend your practice. A negative experience can be transformed into a testament of your commitment to care and service.

Pro Tip: Ask satisfied patients to share how their concerns were addressed and improvements were made. This transformation from criticism to advocacy builds patient trust and serves as a powerful marketing tool.

Once improvements are implemented, don’t be afraid to share them. Whether it’s through your website, social media, or direct communication, let patients know what actions you’ve taken as a result of their feedback. It not only shows that you listen but also reinforces your commitment to patient satisfaction. Publicly showcasing the positive changes made demonstrates that you are constantly working to better the patient experience.

Pro Tip: Use updates to highlight how you’ve addressed concerns. It’s an excellent opportunity to demonstrate to potential patients that your practice is dynamic, responsive, and continually striving for improved care.

The Situation: Ardent Health Services sought to enhance patient engagement and attract new patients by improving online reviews.

The Approach: They utilized ReviewTrackers’ platform to request feedback from patients and generate new online reviews on sites like Google, Healthgrades, Vitals, and Facebook. The platform’s features allowed for the creation of customized review request email campaigns, streamlining the process of gathering patient feedback.

The Result: This strategy led to robust review growth, attracting and acquiring more patients, thereby driving overall growth for Ardent Health Services.

Situation: A major pediatric hospital in the Midwest sought to enhance its understanding of the patient and family experience and ensure that its physicians’ online reputations accurately reflected the high standards of care they provided.

Approach: They partnered with NRC Health to publish patient and family ratings and reviews on their website, capturing, screening, and verifying 100% of patient comments to ensure authenticity and compliance with HIPAA regulations.

Result: The average physician rating reached 4.8, significantly higher than those on third-party websites, thereby improving the hospital’s online reputation and enhancing patient trust.