Word of mouth trumps online doc ratings

When it comes to choosing their children’s physician, parents are more influenced by word of mouth than online doctor ratings, according to a survey administered September 2012 by C.S. Mott Children’s Hospital at the University of Michigan in Ann Arbor.

The survey also found that a physician’s ability to accept a particular insurance, their office location and their years of experience all hold greater sway than websites with physician ratings.

Specifically parents with children 17 years or younger considered the following factors as influential when selecting a physician: health insurance acceptance (92 percent); convenient office location (65 percent); the doctor’s years of experience (52 percent); word of mouth (50 percent); referral from another doctor (40 percent); and doctor’s rating on websites (25 percent).

While the majority of parents do not base their decisions on online physician ratings, the survey shows that opinions on doctor’s websites vary depending on gender and age.

Mothers (30 percent) are more likely than fathers (19 percent) to take stock in opinions presented on ratings websites. Hinting that online ratings may hold more influence in the future, the survey found that parents under age 30 (44 percent) consider doctor rating websites as very important versus parents 30 or older (21 percent).

For parents who do consult online doctor rating and reviews, 41 percent find them useful, 52 percent somewhat useful and 7 percent not useful. Approximately 30 percent of parents chose a doctor based on good ratings and concurrently, 30 percent of parents avoided a doctor with negative reviews.

Of those surveyed, only 5 percent had ever posted ratings or reviews, but of those who did 54 percent gave positive reviews and 19 percent posted negative ratings. Approximately 26 percent of parents expressed concern that negative feedback could result in a doctor taking action against them.

The hospital said the survey shows that warmer attitudes for doctor rating websites among younger parents “may reflect higher levels of access to, or comfort with, online rating sources that are based on user reviews.”

Nevertheless, the hospital noted that many parents remain skeptical of the ratings’ reliability due to their lack of oversight. However, the survey stated: “Ultimately, the websites that have the greatest impact may be the sources that are perceived as [the] most informative and trustworthy in advising parents in the selection of their children’s healthcare providers.”

But for now, most parents will seek advice from friends and family when choosing the best physician for their child.

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