The increased use of social media has made it easier for patients to share their experiences—both positive and negative—about healthcare services. While much of this feedback can be constructive, sometimes it serves as an outlet for dissatisfaction. To help you manage these situations effectively, we’ve compiled a set of best practices.
1. Remember Confidentiality
Confidentiality is paramount when handling patient feedback on social media.
- Limit your public response: Avoid discussing specific patient details or cases online.
- Highlight your legal and professional duty of confidentiality: Make it clear that you cannot address individual concerns in a public forum for legal and ethical reasons.
- Provide general information: It’s acceptable to explain your usual practices or services without revealing private details.
2. Avoid Public Disputes
Public confrontations can escalate conflicts and damage your professional reputation.
- Limit your public response: Respond politely and professionally, without engaging in back-and-forth disputes.
- Protect the profession’s integrity: Public disputes may erode trust in your practice and healthcare in general. Always aim to keep your response constructive and respectful.
3. Stay Calm and Professional
It’s natural to feel defensive when receiving negative feedback, but reacting impulsively can worsen the situation.
- Stay composed: Responding in a calm, measured tone can help prevent further escalation. A defensive or combative response often adds fuel to the fire.
4. Respond Promptly
Timeliness is important when addressing feedback.
- Act swiftly: Responding quickly—while the issue is still fresh in your mind—demonstrates your commitment to resolving concerns.
- Create a positive impression: Patients are more likely to feel satisfied with a prompt acknowledgment of their concerns, even if the matter is still under investigation.
5. Express Gratitude for Feedback
Whether feedback is positive or negative, it’s an opportunity for improvement.
- Thank the patient: Acknowledge the time they took to share their thoughts. Expressing gratitude can go a long way in de-escalating conflict.
- Appreciate the opportunity for growth: Even negative feedback can offer valuable insights into how you can improve your services.
6. Offer an Apology When Appropriate
Apologizing doesn’t mean admitting fault, but it does show empathy and professionalism.
- Apologize for the upset caused: Acknowledge the patient’s feelings. An apology about emotions isn’t an admission of wrongdoing but a way to express understanding and care.
- De-escalate the situation: A sincere apology can help calm an upset patient and pave the way for further dialogue.
7. Investigate the Issue
Take all feedback seriously, and show your commitment to improving your practice.
- Communicate your dedication to investigating the concern: Let the patient know that you will look into the issue and follow up as necessary.
- Clarify next steps: Make it clear that all concerns are treated with the utmost seriousness, and outline the investigation process if appropriate.
8. Follow Established Complaint Procedures
Direct patients to your practice’s established channels for further communication.
- Encourage the patient to follow proper procedures: Invite them to formally contact the practice using the designated complaints process outlined in your patient-facing materials.
- Create a clear policy: If you don’t already have one, consider implementing a social media zero-tolerance notice and policy to safeguard against inappropriate or harmful online behavior.
9. Seek Support When Needed
Managing public feedback, especially when it’s negative, can be challenging.
- Reach out for help: If you’re unsure how to handle a situation, don’t hesitate to contact Doncaster LMC or your medical defence organisation for guidance and support.
By following these steps, you can address social media feedback professionally and effectively, fostering better communication with patients and protecting your practice’s reputation.
Defamation Act 2013
