The Importance of Patient Reviews and Word-of-Mouth Marketing in OB-GYN Practices

Introduction

Although choosing an OB-GYN is a deeply personal decision, many women rely heavily on patient reviews and word-of-mouth recommendations when selecting a healthcare provider. While a doctor's qualifications and expertise are important, the way a practice is perceived by others can significantly influence a patient's choice. In today’s digital age, online reviews, social media, and personal recommendations each play a vital role in shaping the reputation of OB-GYN practices. However, many practitioners fail to fully recognize the power of these factors in attracting and keeping patients. In this article, we will explore the impact of patient reviews and word-of-mouth marketing on the success of OB-GYN practices, examining both the importance of maintaining a positive reputation and analyzing the way in which businesses in this field of healthcare can utilize these tools to improve patient trust and grow their practice.

Overview

In today’s healthcare landscape, online reviews have become a critical factor in how patients select their OB-GYNs. Research indicates that 83% of patients use online reviews to assess physicians, and many of these patients often rely on such reviews as much as they would personal recommendations from friends and family. (1) This reflects a larger trend in the healthcare industry where patients are increasingly influenced to make informed decisions based on peer feedback. Online reviews offer a level of deeper insight that was not previously available, especially since they provide feedback from a large variety of patients. They also allow potential patients to learn more about a physician’s approach to care, bedside manner, and overall patient satisfaction. In fact, a study published in the National Institutes of Health revealed that positive online reviews significantly boost patient engagement, while negative reviews, or even the lack of reviews, can drastically reduce a practice's appeal. When patients read about others’ experiences, it helps them feel more confident and secure in their decision to choose a specific OB-GYN. (2)

Online Reviews

The impact of online reviews is not restricted to just attracting new patients, but also plays a role in keeping them. A positive online reputation can encourage patients to return for future visits, knowing they can rely on consistent, high-quality care. Additionally, the quantity of reviews can be just as important as their quality. Practices with a higher number of positive reviews are often seen as more trustworthy, as patients tend to believe that a higher volume of reviews indicates a wider base of satisfied patients. The power of online feedback is so profound that 86% of patients will choose their healthcare worker based on reviews, even if they are located further away or have higher fees (as crazy as that may sound!) (1). As a result, OB-GYN practices that actively manage their online presence and encourage happy patients to leave positive feedback are better positioned to attract a consistent flow of new patients, while those with negative or minimal reviews risk missing out on business. In other words, ratings act as an essential factor in their trust and selection process. High ratings can boost a physician’s reputation and increase their patient count, while lower ratings often prompt potential patients to seek alternatives. (3) OB-GYNs must actively manage their online reputation by encouraging satisfied patients to leave positive feedback and addressing any negative reviews in order to maintain trust in an increasingly digital marketplace. High-quality care and management of reviews enhances patient trust and engagement, which in turn helps improve patient loyalty. Given these insights, OB-GYNs must recognize that online reputation is not just a reflection of care quality, but an essential business and marketing tool in a competitive field.

Word-of-Mouth

In addition to online reviews, another critical type of strategy to promote OB-GYN care (or any healthcare practices, really) is word-of-mouth. Word-of-mouth marketing plays a significant role in establishing the reputation of OB-GYN practices, particularly when it is driven by exceptional patient care. In healthcare, word-of-mouth naturally occurs as patients share their experiences with family, friends, or on social media platforms, both online and in-person. According to Zanda Health, personal recommendations are considered one of the most reliable forms of marketing because they come from those who have firsthand experience with the service. (4) When patients have positive interactions—whether through compassionate care, effective treatments, or clear communication—they are more likely to spread the word, creating a ripple effect that broadens the practice's visibility. For OB-GYNs, this means attracting patients who are seeking a trusted provider for sensitive and life-changing matters, like pregnancy and women’s health. Word-of-mouth reputation is not only invaluable but also cost-efficient, as it requires little to no investment in advertising. Additionally, the emotional bond that patients feel when recommending a provider often strengthens their loyalty and encourages repeat visits. When patients speak about their positive experience, they are more likely to further believe in that as well. And for those who are engaging in that one-on-one, face-to-face conversation with someone who has personally had that experience with the physician, they are more likely to take note of their advice. 

Overall, a solid reputation built on word-of-mouth can not only lead to an increase in new patients, but can also aid in keeping old ones, as people even more tend to trust recommendations from those they know. When combined with consistent high-quality care, this type of marketing helps build a strong foundation for long-term success in an OB-GYN practice.

Conclusion

Online reviews and word-of-mouth marketing are crucial drivers of success for OB-GYN practices. In our fast-paced, technology-centric world, as more patients rely on digital platforms to inform their healthcare decisions, maintaining a strong online reputation has become essential for attracting and retaining patients. Additionally, word-of-mouth remains one of the most influential forms of marketing in healthcare, with personal recommendations from friends and family holding significant weight. By integrating both online feedback and good old word-of-mouth, OB-GYN practices can build a strong reputation, grow their patient base, and achieve long-term success. As the healthcare industry becomes increasingly competitive, practices that embrace these strategies will be well-prepared to thrive and continue providing excellent care to their patients.

Bibliography:

1. Embracing the Rise of Healthcare Consumerism | Healthgrades. (n.d.). Healthgrades Partner Solutions. https://b2b.healthgrades.com/insights/blog/online-reviews-impact-how-patients-select-hospitals-doctors/

2. Berger, S., Saut, A. M., & Berssaneti, F. T. (2020). Using patient feedback to drive quality improvement in hospitals: A qualitative study. British Medical Journal Open, 10(10). https://doi.org/10.1136/bmjopen-2020-037641

3. Online reviews are becoming more important to patients in choosing their care: How to manage your online reputation in health care. (2023, May 2). MedicalEconomics. https://www.medicaleconomics.com/view/online-reviews-are-becoming-more-important-to-patients-in-choosing-their-care-how-to-manage-your-online-reputation-in-health-care

4. George, Z. (2021, October 27). 8 Word-of-Mouth Marketing Strategies for Healthcare Practices. [:Zz]Zanda Blog[:]. https://zandahealth.com/blog/word-of-mouth-marketing-in-healthcare/