A negative review is rarely just a bruise to the ego; think of it as a reputational landmine. Patients routinely consult online reviews when selecting a provider, and even a single scathing comment can turn prospective patients away. So, yes, you should respond, but how you respond to negative online reviews matters (a lot).
Physicians often unintentionally make things worse by trying to make them better. Here are some of the most common mistakes doctors make when replying to negative reviews, and what to do instead.
1. Responding with Emotion Instead of Strategy
You work hard to provide an outstanding patient experience. And someone on the internet just called you arrogant, negligent, or worse. Your natural instinct is to defend yourself.
Resist it. Emotional replies signal defensiveness, not professionalism. Worse, they invite further debate and can escalate a situation that should be defused.
Instead: Take a breath. Reply only after you’ve cooled off and use calm, neutral language. The goal is not to win an argument, but to show future readers that your practice listens and responds with grace.
Your reply will be read by the patient who posted it and countless others, including future patients, attorneys, regulators, and yes, even your competitors.
2. Violating HIPAA (Even Accidentally)
You may be tempted to clarify what really happened—there are two sides to every story, right? Not when it comes to negative reviews. Defending yourself will likely require you to mention the patient’s diagnosis, treatment plan, or even the simple fact that they were seen at your clinic.
Doing so can violate HIPAA. Saying “we’re sorry your injection caused bruising” technically confirms the reviewer was a patient and reveals protected health information. This mistake is both common and costly.
Instead: Stick to generalities. “We strive to provide every patient with a positive experience. To speak with us directly, please call the office.” We know it’s not what you want to say, but biting the bullet here can help you dodge legal bombs later.
You don’t have to navigate this tricky gray area alone. Reputation management for doctors with eMerit helps member physicians craft HIPAA-compliant replies that protect your reputation and keep you out of legal hot water.
“Medical Justice is exactly what the name implies. Justice as it pertains to the practice of Medicine. Sometimes, patients have legitimate complaints. No physician is perfect. And those reviews are rightly and properly posted. It is only fair to prospective patients. On the other hand, every once in a while, a disgruntled ex-employee might carry a grudge and post a completely untrue and therefore unjustified review. This is personally and professionally hurtful. Medical Justice will fairly, honestly and equitably address the concern and handle it fairly and promptly.”
—5-star Google review
3. Saying Nothing At All
This is not the time to go radio silent. Ignoring a bad review doesn’t make it go away. Silence allows the reviewer’s version of the story to stand unchallenged—and it gives the impression that your practice is indifferent to patient concerns.
Instead: Post a brief, professional response. You don’t have to (and shouldn’t) refute the specifics. The strategy here is to acknowledge feedback, express concern, and invite the patient to contact your office privately. This shows people who read the bad review that you care and want to help when issues arise.
Don’t make your review responses a damage control tool. A solid foundation of authentic, positive reviews is far more effective than a sudden burst of replies after criticism.
4. Responding to Positive Reviews
It may feel intuitive: a patient leaves a scathing review, so you quickly respond to a few glowing ones to tip the scales back in your favor. But this tactic can backfire. When physicians suddenly engage only after a negative review surfaces, the pattern looks reactive, not sincere. Plus, public responses to positive reviews can lead to HIPAA violations. Even a simple “We’re so glad you love your results!” confirms a patient’s care.
Instead: Avoid replying publicly and express appreciation in a more personal (and private) way, such as a handwritten note, a phone call, or a quiet thank-you at their next appointment. This approach deepens a positive patient connection and will likely get you more patients by referral than responding publicly to positive reviews.
5. Assuming One Review Can’t Hurt You
One bad review can hurt you, especially if it’s just one of a handful of reviews posted on your profile. A proactive review collection strategy is your best defense against the inevitable negative review. If you have dozens or hundreds of positive, authentic patient reviews, occasional negative reviews are seen in context and not as a red flag.
Instead: Ask satisfied patients for feedback with HIPAA-compliant, review building software like eMerit. Our program captures and posts reviews across the web automatically, and without cherry-picking. We don’t filter. We don’t gate. We help you tell the full story.
Final Thought: Every Review Is a Legal Document
Treat every review—good or bad—as a piece of public, permanent content and respond with care, caution, and strategic intent. If you’d like help navigating this process, schedule a free 15-minute consultation today to learn about our eMerit program. We’ve assisted thousands of physicians in building reputations worth defending—and defending reputations worth building.
