You may not be one to scour online reviews in search of your next great veterinarian. Indeed, it’s not how I would recommend anyone find the best provider for any kind of service they might seek. Still, we all know people who use these as a starting place, or perhaps to confirm that a friend’s referral stands up to the internet test.
Veterinarians know this too. That’s why plenty of us detest these reviews. And so do some of you. As Will put it in a recent comment (on my post regarding back room veterinary care), “I don't trust the internet ratings/reviews of vets and clinics, there are too many nutcases out there either gushing or ranting.”
Yep. That’s the problem. We all have that one client who was angry over heartworm medication denial (even though their dog hadn’t been seen in three years), or another who got into it over a bill she thought was unfair (even though she was given a detailed estimate beforehand). Angry clients know they can take their grievances to the web to get satisfaction (even when they never paid the bill they disputed, for example).
We hate life’s little inequities. More so when they’re in the public domain for everyone to gawk at. When an unethical competitors’ machinations find their way onto Yelp!. When an aggrieved ex-staff member’s anger spills out onto Angie’s List. We all know it happens. And it irks beyond compare when it does.
That’s why so many veterinarians were dismayed when Google’s new online review service debuted last month. Sidewiki is a cool Google gadget that allows you to comment directly on a site. All you have to do is upload a teensy upgrade to your browser (Firefox or Internet Explorer so far) and whenever you feel like it you can post a review anyone can see if they use the Sidewiki, too.
The idea is to take online reviews to the next level. And I happen to like the concept––in theory, anyway. After all, more information would always seem preferable to less.
Problem is, Sidewiki offers the same double-edged sword that dogs the internet in general. You have no way of knowing which Sidewiki comments are penned by crackpots with an axe to grind and which are honest reviews that properly approximate reality.
So when a glowing review appears on the left hand side of your browser as you surf a veterinary hospital’s website, was it the hospital manager’s thinly veiled attempt to draw in more clients?...or a truly satisfied pet owner’s earnest review? Hard to say, right? Anonymity is just way too easily achievable on the internet.
(btw, if you do download Sidewiki, you can see that I’ve written my own comment on Dolittler’s sidelines urging you to actively participate in the community rather than use the Sidewiki as a sounding board. [Though helpful comments about the site in general are always welcome, of course.])
A recent Veterinary Information News Service article highlights the hatefulness of the online reviewing process among veterinarians. Though it sticks to the Sidewiki discussion, it’s clear that all online reviews are under attack. Meanwhile...how do the rest of us find out what we’re buying before trying it?
So you know, the same problem hampers the dissemination of information regarding physician experience and outcomes. Though a database collects and collates this data, the AMA and other physician groups vehemently oppose its dissemination among the public at large. It’s just too easy to misinterpret, most physicians argue. (Here's an interesting NPR piece from last month on this.)
But why so defensive? Whether we’re talking real data or online reviews, why do we always assume that consumers are too stupid to sort through the mess and come to a reasonable conclusion? Sure, some dingbats will always take anything written as gospel. Even if their knowledge of statistics is close to nil and they have limited powers of reason, they can still read a story and make up their own minds.
I may be biased, though. Our online reviews drive client adoption. Partly it’s Dolittler's doing, I’ll allow. But it’s also our hospital’s mixed reviews. Our clients have offered them and they’re fair and balanced. They don’t gush and they don’t bash. OK, so most contain very high praise, but not without a complaint thrown in here and there. And that’s how it should be. We should be able to take it. Even when the crazies do come out, most discerning readers will take their writings for what they usually offer: kooky rants.
Moreover, there are ways to mitigate the damage words can do. Rebuttals to negative reviews are allowed, after all. Sidewiki even makes it easy for a site’s administrator to keep an introductory comment at the top of the list of reviews, no matter what comes after. Despite this minor concession, ultimately it’s all fair in love and war online.
Whether it’s Sidewiki, Angie's, physician outcome stats or an ad taken out in the paper decrying our poor service, these tools have their place. And I, for one, would be sad to see them abandoned because service providers like me can’t take the heat––whether it’s warranted or not.
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I totally read online complaints/compliments. I think the average person can tell if it is a crackpot or overly positive....and it's a great place to start.
recently I tried out a new vet in my area since I moved and my favroite vet is now 1 3/4 hrs away. I posted on craigslist (not my fav but lots of people read it) my local neighborhood BBL and a few others. One vet got rave reviews hands down so off I went...
I was not thrilled and failed to see what all the rave reviews were about, but the care was adequate to the instance and certainly deserves another try, but it is a fine example of regardless of how good the reviews, it does not take the place of individual evaluation.
LorriM October 19th, 2009 09:23:51 AM
My hubby & I subscribe to Angie's List and use it for many things, although I never thought of using it to find a veterinarian. We try to read between the lines on the comments to determine whether or not to hire someone. Typically, we look for a business with fairly high ratings, and we've had really good luck thus far.
I think that if a business has an overwhelmingly positive or negative response - with a statistically relevant number of comments - you can typically expect there to be some truth in the ratings. It's harder when there's only a handful of comments.
Posey October 19th, 2009 09:43:47 AM
After you get the hang of how reviews work, you learn to discern what is bogus and what is real.
I personally lacked the sophistication to do this until after my horrible experience with a vet caused me to start really paying attention to such things.
When it comes to vets, I'm not "in the market" right now, but I do pay attention to reviews of my current vet. Although I'm not sure where I'd turn now if I had good reason to believe their quality had gone down. Here are some rules I apply:
1. Ignore complaints that are not related to quality of care. I generally ignore complaints related to price, wait times, and rude desk staff. Especially if the reviewer grudgingly acknowledges that the quality of care is good. I know what is important to me, and I know the value of GOOD clinical quality.
2. Discount positive reviews that show signs of being "planted" by the veterinary business itself, or it's friends acting at its behest. Here are some DEAD giveaways:
A negative review is followed by several glowing, top rated reviews in succession. Notice this pattern. Clients do NOT sit around monitoring review sites so they can jump in and defend their vets when someone has a bad experience. If it looks like someone got "alerted" to the review and responded, it's pretty obvious that it's the clinic. This makes me think even worse of them because they are "gaming" their ratings so they must REALLY have something to hide!
A positive review that includes phrases no real client would ever say, citing statistics that no real client would ever know. Such as:
"This business is a member of AAHA -- only 14% of veterinary hospitals in the country are members of AAHA! This means . .. " [Clients do not walk around with these stats in their head]
"All the vets here have ASTOUNDING surgical skills compared to other vets in the area . . . " [What? You've been presenting your pets all over town for bogus surgeries to see who kills them? Are you WATCHING from the sidelines? And since you claim you are a mere mortal client, exactly on what basis do you assess someone's surgical skills? PUHLEASE liar, step off]
For the most part, Dr. K, although vets are worried about the damage reviews can cause, given the sorry state of affairs in veterinary regulation and the practical impossibility of lawsuits, it is the ONLY venue we pet owners have to warn people of serious issues. And THAT's what they object to. Too bad, I realize lots of vets would LOVE to continue believing that the rules that apply to other professionals simply don't appy to their halo-festooned selves. Freedom of speech, the right to tell the truth, these things should not apply in the realm of vet care, many seem to think.
So, since they can't stop people from talking, some vets seem to be doing their best to fight back by rendering these sites entirely useless -- having their staff and friends post obviously bogus reviews, getting negative ones yanked, etc.
I'd like to believe that the consumer is smart enough to be wise to this, but the truth is, you aren't that smart until something TRULY bad happens to you, and THEN you start paying attention.
I know that my current review of my current vet is convincingly positive, because I have bad experiences to compare them to. I speak honestly about why I go there, WHY I -- as someone who has been badly burned by vet care gone wrong -- have chosen them. I fight back on their behalf against people who complain about their prices. And they have lots of lousy reviews based on price alone, which I think is FOOLHARDY of people.
And ultimately, I hope my arguments are far more convincing than any "planted" review could ever be.
I am happy to see they don't seem to have resorted to that yet. If they do, I'll have to start wondering about them.
Then again, I'm not sure where else I'd go at this point.
Stefani October 19th, 2009 09:52:52 AM
I pay very little attention to reviews. If I did, I would never go anywhere or do anything! Isn't it almost always someone who is unhappy (justified or not) that posts reviews? How many times in a restaurant, do you ask to see the manager when everything is great? (well, my husband does, but he was a restaurant manager for 20 years and understands how a small positive can make your day)
I found my new vet from a friend who boasted she had the best vet in the world. I have been very happy with her. The techs and other staff are also great. (true story - went to one vet for 18 years. Every time I walked in with a scheduled appointment, I had to tell the SAME receptionist who I was, why I was there, what pet. After being at the new vet for 6 months, they knew me on sight. It never occured to staff at vet #1 to check the appointment schedule. good grief.)
I hope I never have to move, but if I did, I would bring all pets UTD, get printouts testifying to that, and spend some time meeting vets, hopefully BEFORE an emaergency occured. (But the critters never plan with you do they?) But online reviews? Nah, not for me.
Robinsdogs October 19th, 2009 10:00:42 AM
I agree with Stefani, the bogus positive reviews are fairly easy to spot, they usually appear to be written by someone in their second month of course work at Mad Ave University. The negative ones are more difficult to evaluate without knowing many background details.
As for statistical validity, I looked up a couple of busy clinics I know of in this area. There are only about four reviews for each. That's a sample size that would only convince a local TV news producer looking for a shock story to lead with. I can (and did) get much more solid info about kitchen stove repair people. And one of the places with some negative on-line reviews has a few scrapbooks in their waiting room filled with thank-you cards and letters from clients.
I think I'll continue to go with my own intuition and observations.
Will October 19th, 2009 10:12:50 AM
This column prompted me to post a positive review of my cats' vets on Yelp. TB67E
Ringtail October 19th, 2009 10:39:09 AM
I use online reviews for restaurants, which tend to have more of them per business.
Biggest trouble sign is when there are a variety of bad reviews that give one star and state their complaint, and these are "balanced" by five-star reviews that gush and rave.
That means the restaurant is more concerned about faking its online reviews than about addresing the quality of the food and service.
If the review site permits, what you want to check is the reviewer's other reviews.
If there are none, plant.
If they are just bad reviews of the immediate competition, plant.
I have posted online reviews of restaurants, retail establishments, and veterinarians. i use my real name when I do so.
I don't think it's responsible to just walk away from, say, the emergency vet that bent me over last month AND provided substandard care and not warn other consumers. And I do show love for those who do a good job.
H. Houlahan October 19th, 2009 11:19:22 AM
Here is what I would suggest to any vet getting a bad review:
-- Search your soul to see what part you played in the bad experience. Even if the clients "version" is different from yours, is there a legitimate complaint in there somewhere?
If you are REALLY sure that the review is completely illogical and unwarranted . . . well, either you are right, or you are delusional. If you are right, you have nothing to lose by being polite and honest. If you are delusional, nothing I say will convince you to be polite and honest.
Post something to the following effect:
"This is Dr. ________________. We have reviewed our records about this case and talked to all of the staff involved, and have come to the conclusion that a serious misunderstanding or miscommunication must have occurred. We are sincerely concerned and ask that you contact us to discuss the matter." Even offer to refund $$.
If you are honest with yourselves and realize that you and/or your clinic or its staff DID have some responsibility for the issues raised, the BEST thing you can do is be honest.
Post something to the following effect:
"We were very saddened by the death of Ms. Jones dog in our care. After hsi death, we reviewed his care, and agree that there were things our staff could have done better. We have now instituted the following safeguards ------{insert}. We have refunded Ms. Jones money, sent her a letter of apology, and offered to pay for her beloved pets cremation.
We are not perfect and we made a mistake on that day. We hope that our clients will understand that a good vet isn't one who doesn't ever make a mistake, a good vet is one who learns from the mistakes he makes and takes care not to make them again. We hope to earn your trust, blah blah"
Of course, it's also really important that you actually MEAN these things when you say them. And DO something about it.
The LAST thing you EVER want to do is publicly attack a grieving client, say dismissive things about their pet's lives, have others attack the client, etc.
Because really, if you do that, your ogreness is pretty up front and center.
stefani October 19th, 2009 11:30:00 AM
Stefani makes the best point about online vet reviews:
I fight back on their behalf against people who complain about their prices. And they have lots of lousy reviews based on price alone, which I think is FOOLHARDY of people.
That is what I have also noticed and all the great reviews are for the cheaper clinics that offer fewer diagnostics.
In your second post Stef, your suggestions are very common sense. But usually that tact has already been tried. Vets are also tied by confidentiality laws and can't post information about their clients and patients in a public forum.
Meghan RAHT October 19th, 2009 11:42:33 AM
Stefani - you bring up a good point about how to respond appropriately. I've seen responses on Angie's List from business owners (not vets) who infused too much emotion into their response. The result was that it came out sounding argumentative towards the person who posted a negative review. I chose not to contact the business based on their response to the complaint, not the complaint itself. I was concerned that they would argue with me if I wasn't pleased with their work. : )
Posey October 19th, 2009 12:25:11 PM
Vets are also tied by confidentiality laws and can't post information about their clients and patients in a public forum.
Megan,
There are also potential legal complications. There's a push to get M.D.s and hospitals to be open and apologize when things go wrong or there's a plain old screw-up but I have absolutely no doubt at all (I have a mess of lawyers (and veterinarians) in the immediate family) that those public announcements like Cedars-Sinai's about their recent radiation overdoses were gone over VERY carefully by guys and gals in custom made power suits. Posting details and explanations on the net might very well be handing an enemy free ammunition.
Will October 19th, 2009 12:36:00 PM
Sorry. "Megan" s/b "Meghan"
Will October 19th, 2009 12:37:15 PM
Re: "Posting details and explanations on the net might very well be handing an enemy free ammunition."
Ammunition to do what?
There really is NO comparison between legal recourse available in human malpractice situations and vet malpractice situations. Small claims? Maybe. But a vet mal suit?
Remember the client is paying out of pocket while the defendant has liability insurance. Bluestone v. Bergstrom. Verdict for the plaintiff = $39,000. Cost him over $300k to get it. How many clients have that kind of $$?
Frankly, I believe honesty would serve a vet well in front of a professional board as well. I really don't see how vets have ANYTHING to lose by fessing up when mistakes are made and doing the right thing.
Stefani October 19th, 2009 12:53:39 PM
Frankly, I believe honesty would serve a vet well in front of a professional board as well. I really don't see how vets have ANYTHING to lose by fessing up when mistakes are made and doing the right thing.
That apparently works for M.D.s and patients and I have no problem with the idea. It's putting up detailed and unvetted replies to criticism on the internet that I think is setting oneself up for possible trouble down the road. The $ at risk might be smaller but they're not nothing.
Will October 19th, 2009 01:25:05 PM
I like to check the reviewer's other entries, generally if someone has an account on a site they'll have more than one review.
Smaki October 19th, 2009 02:02:52 PM
There are only a few reviews of my vet online, and one of them is very negative, from someone who was angry that they were asked to pay up-front in an emergency. This used to make me a little nervous--what if it happened to me too?--but after reading your blog for a while, I now know that the reviewer had undoubtedly given them good reason to suspect that s/he would skip on the bill!
finette October 19th, 2009 02:39:29 PM
I realized a few years ago that if you ask enough people about any Animal Hospital or veterinarian, someone will have a bad experience to relate. These are the ones who run to the internet to write a bad review, or who speak up when someone asks "has anybody taken their pets to XYZ Animal Hospital?" Others may have had a great experience from the warm welcome to the vet's great bedside manner to the reasonable price and the clear explanations of the shots and medications. But I've been to several vets and routine checkups usually go well, it's the sick animals and stubborn issues that really bring out the best or worst in vet care. It takes time and experience to realize what your vet's strengths and weaknesses are. So I don't put a lot of stock in reviews, especially from first-time clients who are upset about the cost of care or the receptionist's personality.
Anne October 19th, 2009 02:43:51 PM
Stefani, you ROCK! The only thing I would add for those who who never rely on online reviews is that no reviews at all is probably a good sign. Very few people will go to a review site and start gushing if everything is going fine. I suppose it could happen if a veterinarian went beyond the call of duty and demonstrating some heroics in a bad situation. But those situations are, statistically, relatively rare (that's not to say that exceptional professional deeds by vets are rare but that relative to routine care not requiring any heroics, they are statistically insignificant). But generally, if everything is satisfactory, a veterinarian probably gets no attention on review sites. The sites that burst at the seams with gushing and bashing are a bad sign, as Stefani said, and the principles she listed are an excellent reference, I think.
On the point of veterinarians being so opposed to the existence of online reviews: why? If someone is nuts and bashing them unfairly, they have an opportunity to tell their side of the story. If they present convincing evidence to the site host that the statements are factually untrue, I imagine they have an opportunity to have the bogus accusations removed. If libel is committed, they have a right to take the libel'er to court. If someone is not nuts but is still presenting some of the facts incorrectly, the vet has an opportunity to refute those facts as well. The existence of those sites is not a proclamation of a right to bash unfairly. They are there to relate personal experiences and impressions. I don't see why there would be such opposition from vets.
Clooney's mom October 19th, 2009 10:46:27 PM
The basic problem is, as the New Yorker cartoon stated in 1993, "On the internet, nobody knows you're a dog". For example, I took a look at SideWiki. The noise/BS level is amazingly high. If I had a business to run and services to offer and I wasn't running a big company with drones to spare to watch over these things, I wouldn't want to spend time using my Google-Fu to check on what other people were saying about me every day or so.
Almost everyone posting on the internet knows they're not a nut. Almost no one else knows that.
Will October 20th, 2009 07:26:49 AM
When I was looking at pet insurance, I went to petinsurancereview.com
I am not super duper all things financial but most pet insurance is so bad and overpriced that the decision for me was so easy. And, the reviews for this company was so positive, many others complained they must be company sponsored comments.
My human doctor receives similar online reviews.
So, trust your instinct, and ask lots of questions. Lots and lots, in proportion to the value of the product or service being considered.
Erich Riesenberg October 20th, 2009 12:48:48 PM
So Erich, who'd you pick? Just curious. ;-)
Dr. Patty Khuly October 20th, 2009 02:57:21 PM
I have never left a review good or bad on a veterinarian. I have never even considered reviewing my current Vet (whom I feel is mediocre, and I have nothing glowing, nor bad to say about)I do however, regularly check reviews for all electronic products I purchase, as well as some other stuff. I have checked out my physician's reviews, but only out of curiosity. That's a very personal service (like veterinary care), and there's bound to be personality issues that come into play, and I always expect silly waiting room times. I belong to a local aquatic club (turns out fish geeks typically love-and keep-all types of animals!), and we share information on our current service providers.
I generally only skim reviews and look for things like common specific complaints or common praises. I look at the number of bad reviews vs. good reviews. I know what I am willing to live with that others may complain about. Things like prices. I also look for add-ons to original posts. If there was resolution to the original complaint, and how it was handled is important to me. Everyone makes mistakes, it's how the mistakes are handled that is important. We all know it's typically only the very happy or the very unhappy that post reviews.
I have posted only 1 complaint ever (on an actual complaints board), after my attempts for resolution with the offending company were consistently met with "we're sorry about your luck" attitude. I listed the store and location, and was specific about what made me mad (their broken promise that left me at home with 2 babies and no fridge for 3 weeks!). I was contacted 2 weeks later with formal apologies and offers to make amends. I added to my original rant stating that reparations were made by the company after my complaint was posted.
charliebear22 October 21st, 2009 12:32:06 PM
I've never posted a veterinary review, though I've been tempted to review the clinic we used since some chick gave them a 1-star rating coupled with a vague and nondescript "poor service!". Bums me out to see three stars coming up next to their name instead of the usual five- they are fabulous!
Personally, I don't bother with the reviews when shopping for services. Most of the vets in our area are not reviewed, and the few reviews that there are generally seem to be written by difficult clients who, frankly, read as being kind of unstable, unreasonable, or otherwise difficult. If the reviewer sounds like they're a few fries short of a happy meal, I'm not really interested in what they have to say. (If anything, I am left pitying the business owner that got stuck dealing with them.) As far as being nervous about the reviews, while I understand the frustration of having it out there, I'm inclined to believe that the average consumer can tell the difference between the reviewer with legitimate concerns and the chronically dissatisfied, vindictive nutter.
As far as the front desk staff, I guess I'm in the minority, but I do think they matter. A lot. The front desk serves as the gateway to the veterinarian. They're the front line. If I need additional information, have to talk to the vet, or an emergency arises, they're the ones who are going to pick up the phone. I love that our clinic's staff is knowledgeable, caring, and approachable. We're in there pretty frequently, and I think it does make a difference.
Not to mention, when I see rude staff, or incompetent staff, or frequent staff turnover, it makes me question what's wrong with the practice. If they're not able to find and retain good staff, or the staff seem unhappy, something is amiss. Even if the vet is good, the staff are part of the care team, and if the staff sucks or is unapproachable, my pet's care is going to suffer. And if the practice is being managed poorly, I think that raises some serious red flags.
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