Online Review Management is Key for Medical Practices

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The chiropractic industry is the latest vertical to discover the supreme importance of online review management, prompting the attention of leading reputation defense firm

More and more industries are discovering the influential role that online reviews play in today’s consumer culture—the latest of which is the chiropractic profession. A recent article, from a chiropractic industry publication, notes that, in a world fueled by social media and mobile technology, online reviews are an increasingly “important driver of real-world consumer behavior.” The article also notes that, for many consumers, reviews obtained on the Internet carry even more weight than the recommendations of friends or family members, making it vitally important for chiropractic offices and other medical practices to monitor their online reviews, and respond appropriately. This article has caught the attention of, a pioneering company in the field of online review management. has provided its reputation defense and review management services to companies all over the world, including numerous medical practices. The company has responded to the new chiropractic industry article with a statement to the press. In the statement, company CEO Cliff Stein explains why online reviews are so important to medical practices. “As this article makes clear, the Internet is a major factor in how consumers decide which doctor or practice to visit,” Stein says. “Individuals are basing more and more of these decisions on what they read on Citysearch, or on Yelp. If a medical practice only has negative reviews out there, their business is likely to suffer.”

Online reviews may be highly influential, but responding to them properly is anything but simple or straightforward. Stein notes that the article offers several suggestions for responding to online reviews, but that some of them may be overly optimistic. “The article suggests that, if a consumer leaves a negative review, the practice manager might seek to make amends, perhaps offering a coupon or a discount, as a way of apologizing for the bad experience,” Stein summarizes. “This is not a bad idea, but it does not always work, because, of course, there is no way to force people to take down bad reviews, no way to guarantee that they will respond favorably to your goodwill gestures.”

This is particularly true, Stein says, when the bad reviews do not even come from legitimate patients.

“The Internet offers a cloak of anonymity, which means that anyone can post whatever kinds of reviews they want,” Stein observes. “This means that a negative review can be the product of a frustrated employee, or even of a competitor. In these instances, seeking to reason with the reviewer just doesn’t make sense.”

The CEO does confirm that responding to positive reviews, or even to constructive feedback, is commendable. “You can cultivate a lot of goodwill toward your brand by showing that you’re willing to engage with users via review sites or social media,” he says. For negative reviews, meanwhile, Stein says that any response at all might prove damaging. “When you respond to a review, you’re lending it more clout within the search engine rankings, which means more and more people will see it,” Stein warns. “This is the last thing a medical practice wants, if the review in question is an embarrassing or overly negative one.”

Instead of responding, Stein recommends suppressing. “That is the approach we take at,” he says. “In essence, we try to render these negative reviews non-issues. Our approach is to inundate the search engines with content that portrays the practice, and its providers, in the best light possible, ultimately seeking to push any negative reviews out of the way, and present the practice in a totally positive light.”

ABOUT: is the top reputation management agency in the world. Ever since its 2009 inception, the company has been heralded for its innovation and for its efficacy. The company was founded by a team of direct response marketing and SEO professionals, now joined by a devoted team of copywriters, account executives, Web designers, and social media experts. is founded on the premise that individuals and corporations deserve to have some control over how they are presented on the Internet. The company has rendered its services to elected officials, Fortune 500 companies, small businesses, medical practices, and more.

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Cliff Stein
Reputation Changer LLC
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