Patients trust online reviews, but they don’t leave them

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Online reviews have become a key factor in how patients choose their health care providers, but a significant gap remains between their influence and how often patients leave them, according to a new report by health care reputation management company, rater8.

The study, “How Patients Choose Their Doctors,” surveyed more than 1,000 patients across the United States and found that 84% check online reviews prior to selecting a new provider.

More than half (51%) of patients read at least six reviews before coming to a decision, while 40% said they had changed their care plans — either canceling an appointment or opting to not book with a particular provider — on account of negative online feedback.

Despite their influence, 57% of patients admitted they rarely or never leave reviews for their own providers.

"Patients have high standards for care, and they have no qualms about changing providers when their needs aren't met. We've found that physicians and practices being actively involved in soliciting, managing and engaging with reviews makes a difference," said Evan Steele, founder and CEO of rater8.

A shift in patient preferences

The report highlights a significant shift in how patients approach health care decisions, aligning their behavior with trends seen in consumer industries. Today’s patients are more likely to thoroughly research providers, considering ratings and reviews before committing to an appointment.

The study found that 61% of patients now prioritize online reviews over referrals from friends and family members. These patients would not follow a personal recommendation if they found a provider to have poor online reviews.

Primary care providers, in particular, face higher patient turnover risks, with 64% of respondents indicating they would switch primary care physicians more easily than specialists, including dermatologists (32%), and ophthalmologists (22%).

Generating patient reviews

Despite the influence that online reviews have on patient decisions, the study found that health care providers struggle to generate them. Happy patients often provide positive feedback directly to providers rather than sharing their experiences online. Conversely, dissatisfied patients are more likely to post reviews — skewing providers’ online reputations.

However, the study suggests that simple strategies can bridge this gap. Nearly half (47%) of patients are most likely to leave a review within 24 hours of their appointment, and 74% said they would be more inclined to do so if their provider asked them to.

Email was the preferred method for review requests (46%), followed by text messages (29%).

Engagement

Beyond merely generating online reviews, engaging with them is equally important.

The study found that 45% of patients value providers who actively respond to reviews, whether positive or negative. Another 41% said their trust in a provider increases when they see responses to online feedback.

“Responding to negative reviews helps patients see the full picture from both sides, and responding to positive reviews helps incentivize patients to continue sharing their positive stories about the practice,” Steele explained. “Providers who are not actively engaging with the reviews they receive are missing an enormous opportunity in the continued evolution of patient expectations and care."

With as many as 26% of patients considering switching their health care providers in 2025, it’s critical to maintain a strong online presence. The report recommends that practices integrate automated review requests into their workflows and respond proactively to patient feedback.