The Critical Importance of a Physician's Online Presence

The way patients choose their healthcare providers has changed. Today, the patient journey often begins by researching physicians, advanced practice providers (APPs) and health systems online before making a decision. Research shows that 80% of people conducted a health-related online search in the past year, and patients frequently rely on star ratings and online reviews to guide their choices.

For many clinicians, maintaining an online presence is an afterthought.

The demands of patient care, electronic health records and administrative responsibilities leave little time for digital reputation management. Yet, ignoring this critical component of your career is a mistake. A thoughtfully curated online presence enhances trust, attracts new patients and strengthens personal and institutional reputations.

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Make Sure Your Google Business Profile Is Up to Date

A doctor’s online presence starts with the information patients see when they search for you. One of the most visible and influential tools in shaping that first impression is your Google Business Profile (GBP). Search engines consider these listings credible sources of information, meaning that keeping them accurate and up to date is critical for reaching and engaging with patients.

Depending on your practice or health system, the clinic manager or support staff may assist with setting up your profile, but you will want to take an active role in ensuring it is accurate and updated throughout your career.

Despite its importance, many healthcare organizations still struggle with online reputation management. According to a poll by MGMA Stat, a third of healthcare leaders do not actively manage their practice’s online reputation. Clinicians who take ownership of their online profiles and ensure that their information is current and accurate can distinguish themselves.

Tips for Setting Up and Managing Your Google Business Profile:

• Verify Your Practice: Google will send a postcard with a verification code to your facility address, or call your business number with a code, or send you an email verification. This will allow you and only you to set up your GBP and have editing privileges.
• Upload a High-Quality Image: A good photo is important and will build trust with potential patients. Your photo should be a clear, high-quality, professional headshot. A minimum of 720 pixels and a JPG or PNG format work best.
• Use Your Name: If you are working for a health system, simply use your name. In the description under your name, you can specify your specialty and location, but don’t put the name of your health system here. For instance: "Dr. Anne Example, Primary Care physician in city, state." You can include the link to your health system in the Appointments field.
• Include a Personal Paragraph: Highlight your qualifications, experience, a quote from you about what is most important to you as a physician, and any languages you speak.
• Provide Basic Information: Ensure all the basic information patients might need is there, especially your practice address and phone number.

Navigating Profile Management Within Large Health Systems

Clinicians typically have direct control over their profiles in smaller practices, making updates simple and immediate. However, in larger health systems, profile management is often centralized, with marketing teams overseeing and controlling the online presence of every doctor in the network. For physicians and APPs working within these networks, your access may be limited out of respect for data security and HIPAA compliance.

If you want to update your profile, you may need to submit an internal request to your marketing or administrative teams. The good news is that these personnel likely have a coordinated strategy for handling negative review responses.

For current clinicians and job seekers, understanding how an organization manages the online reputation of its clinicians is important. If you’re considering joining a new hospital or clinic, ask about:

• How does the organization handle reviews? Are there policies in place for responding to patient feedback?
• Who manages profiles? If updates are needed, what is the process for making corrections or improvements?
• What role does the physician play? Will I have any input in shaping my online presence?
• How does the organization protect its team’s reputation? Are there strategies in place to ensure fair representation and address inaccurate or unfair online criticism?
• What recourse is available if I receive a damaging or false review? Who should I contact if concerns arise?

Understanding these policies can give you the knowledge to ensure your digital reputation is handled professionally, fairly and in alignment with your career goals.

Managing Patient Reviews Is Critical to Your Online Reputation

Potential patients pore over Google reviews and other review sites when searching for a physician or APP. A recent survey found nearly three-quarters of patients start searching for a doctor by reading online reviews, and more than 40% said they would consider going out of their insurance network to see a physician with strong ratings. These findings underscore just how much online reputation influences patient decisions.

However, not all review platforms allow responses. Physicians and APPs can engage with patient feedback on sites like Google and Healthgrades, while platforms like Zocdoc do not provide an option for direct replies. HIPAA does not explicitly prohibit physicians from responding to online reviews so long as they do not violate a patient’s privacy.

The best approach is to acknowledge feedback professionally while encouraging the patient to reach out privately for further discussion.

Navigating Negative Reviews

Although negative reviews can be frustrating, they also present an opportunity to demonstrate professionalism and how you handle criticism in a public forum. A carefully crafted response can turn a negative experience into a positive reflection of your approach to patient care. Best practices include:

• Acknowledging the feedback without getting defensive
• Keeping responses concise and professional
• Encouraging the reviewer to contact your office directly

A higher volume of positive reviews can increase patient engagement and appointment bookings. To encourage satisfied patients to share their experiences, physicians and APPs can offer reminder cards with instructions on how to leave a review and include review links in follow-up emails with clear, easy-to-follow steps.

Cultivate a Social Media Presence to Build Community and Engagement

Social media might seem like an unnecessary distraction for busy physicians and APPs, but recent studies show more than half of Americans get their health information from social media. This presents an opportunity for clinicians to become trusted voices in the conversation by helping patients access accurate, useful medical information while strengthening their professional presence.

A professional social media presence may not be for every clinician, but if it’s something you enjoy and want to prioritize in your career, it can be a great way to connect with patients and the local community.

Remember that not all platforms serve the same purpose, so it's essential you tailor your content accordingly.

Below are three of the most relevant social media platforms for medical professionals:

TikTok

• Ideal for quick tips and demonstrations
• A great platform for debunking misinformation and reinforcing credible health advice
• Useful for providing "What to expect" content for medical procedures or condition

Facebook

• Best for team announcements and workplace milestones
• A hub for local events and community involvement
• Effective for sharing breakthroughs and advancements in medicine

LinkedIn

• Ideal for sharing professional advancements and career updates
• A place to connect with peers and build a professional network
• Useful for posting practice announcements and industry insights

Regularly Publishing Content Reinforces Your Subject Matter Expertise

Consistently sharing relevant, high-quality content is one of the most effective ways for clinicians to establish credibility and strengthen their digital presence. Search engines and patients recognize physicians and APPs actively contributing to the medical conversation.

Here are three ways you can demonstrate your expertise online:

Start a blog
A blog is a powerful way to answer common patient questions and dive into niche aspects of your specialty. You can write about misconceptions within your field, explain emerging healthcare trends and advancements in your specialty or share preventive care tips to help patients lead healthier lives.

If you don’t have time to start a blog of your own, consider guest blogging occasionally on a publication such as Everyday Health, Medical News Today and HuffPost Health. Before you agree to contribute, be sure that you’ll have the ability to read and approve the final copy before it is published.

Create a video series
Video content is engaging, accessible, highly shareable and can simplify complex medical topics in a way that written content sometimes cannot. You can try short, educational clips explaining common medical conditions, demonstrations of techniques, such as proper stretching exercises for injury prevention and walkthroughs of procedures to ease patient anxiety.

Record a podcast
Podcasts offer yet another way to engage with a broader audience. Clinicians can discuss healthcare advancements, share patient education or collaborate with peers to highlight trends in their field.

A video series or podcast is a big commitment, but you don’t have to do them by yourself. You can reach out to a relevant podcast or YouTube channel and pitch yourself as a subject matter expert on a specific topic. Appearing on a trustworthy program is an excellent way to build visibility and credibility in your career.

The Importance of an Active and Positive Online Presence for Doctors

A curated online presence is a powerful tool for building trust, credibility and connection with patients before they even walk through your door. By responding to reviews, publishing relevant content and maintaining a professional social media presence, clinicians can:

• Strengthen patient relationships by demonstrating transparency, expertise and engagement.
• Enhance career opportunities by positioning themselves as thought leaders and trusted medical professionals.
• Support their healthcare institution’s reputation by ensuring accurate, up-to-date information is available to the public.

At the core of all these efforts lies the most important foundation: delivering great patient care. An active and positive online presence is simply an extension of the work you already do.

PS&D: Your Partner in Career Growth

At Provider Solutions & Development (PS&D), we understand that a strong online presence is an essential part of a clinician’s career, but it’s just one piece of the bigger picture. Whether you’re actively seeking a new position or simply exploring ways to grow in your field, we’re here to help.

Backed by Providence, one of the largest health systems in the country, PS&D partners with dozens of healthcare organizations nationwide, connecting physicians and APPs with meaningful career opportunities. Our team of dedicated recruiters works closely with you to find roles that align with your skills, values and professional goals.

If you’re considering your next career move or just want to learn how to position yourself for future opportunities, reach out to PS&D today to learn more.