Managing physician reputations

Protect against identity theft, fraud and misrepresentation

While researching health information online is popular, a survey conducted by Avvo found that 73% of patients also research physicians online. This research includes patient reviews, disciplinary history, physicians’ resumes, and published articles. Many patients are reviewing this information prior to making an appointment or switching physicians in order to make an informed decision, rather than relying on referrals or word-of-mouth. Because of this, it’s important that physicians are aware of what is being said about them online, and take the time to generate their own content.

With the continuing growth in online medical information, physicians now should be conscious of online fraud. Sheryl Cash of American Medical News reported that physicians can fall victim to online identity theft (misrepresentation by people posing as them) and from fake patient reviews.

Dr. Michael Sevilla, a family physician in Youngstown, Ohio, has had his blog content stolen and reposted on other blogs without his permission., and even had people respond to consumer comments as if they were Dr. Sevilla.

A more likely example of online misrepresentation will occur through fake patient reviews posted either by competing physicians, online bots, or just someone with a vendetta against a certain physician. According to Gartner Inc, a technology research firm, about 15% of all social media reviews are expected to be fake by 2014.

Physicians can combat fraud and misrepresentation by ensuring that the information posted on their own website and physician review and information sites is accurate, and by asking their patients to post positive feedback and reviews.

For more about online reputation management, download the white paper “The Socialization of Medicine.”