May 17, 2020

How Does Our Hospital Fight Bad Reviews?

3 min
Avoiding bad reviews in hospitals
Written by Tyler Banfield According to the 2012 Local Consumer Review Survey, 72% of consumers trust online reviews as much as personal recommendations...

Written by Tyler Banfield

According to the 2012 Local Consumer Review Survey, 72% of consumers trust online reviews as much as personal recommendations.

Since they've become such an integral part of the Internet, the frequency of people leaving and using online reviews is only going to continue to grow. Online reviews can help you avoid making a purchase you'll later regret or choosing the wrong service provider. But just because a review is negative doesn't mean it's justified.

There are all kinds of reasons why a business may receive a bad review despite an otherwise great reputation. This problem is especially common for hospitals.

Given the incredibly challenging and often very emotional areas within which they operate, someone can vent in the heat of the moment and create a negative review that's permanently online.

If part of your job involves building and protecting a hospital's brand, you may be wondering how to deal with this specific situation.

Although not every single scenario is exactly the same, there are some general guidelines that almost always work well for dealing with any bad reviews your hospital receives:

Have a Proactive Strategy in Place

As previously mentioned, some negative reviews are posted in the heat of the moment.

While we'll get to some strategies for dealing with those, a large percentage of bad reviews are only posted because people feel like they've run out of other options.

As a result, if you make customer service a top priority, it can prevent many people from feeling the need to leave a negative review in the first place.

Don't Make a Mountain Out of a Molehill

The absolute worst thing a business of any size can do is immediately post an emotional response right after reading a bad review.

Unfortunately, businesses across virtually every industry continue to make this mistake. When a business jumps the gun and leaves a less than ideal response, the best case scenario is it goes basically unnoticed.

The worst case scenario is the response gets a lot of attention and spreads virally. That's exactly what happened when chef Marc Orfaly wrote an angry tirade in response to a review a customer left on Facebook.

Monitor the Situation

Depending on the site, a user may remove their review, add a retraction to it or the review may simply get pushed off your listing's main page.

If any of those events occur, you won't have to worry about the review causing any future issues.

Get Active

Blogging on a regular basis and utilizing social media tools like Twitter are great options to ensure your hospital has a well-balanced web presence. Creating a wider online presence will limit the impact of a single negative review,

For most hospitals, the occasional bad review is just another cost of doing business.

But if you have a proactive strategy in place, avoid responding based on emotion, stay on top of any situations and get active on channels like social media, you'll be able to minimize how often you have to deal with this situation.

As a hospital executive, how do you handle bad reviews of your medical facility?


About the Author

Tyler Banfield writes about various subjects and individuals, including healthcare, small business, and John Amicucci.


Share article

Jun 13, 2021

How healthcare can safeguard itself against cyberthreats

Jonathan Miles
6 min
Jonathan Miles, Head of Strategic Intelligence and Security Research at Mimecast, tells us how the healthcare sector can protect itself from attacks

One of the most fundamental lessons from the COVID crisis is that health should always be a priority.  In a similar fashion to the human body that frequently fights off viruses and foreign invaders that intend to cause it harm, the sector itself is now a prime target for another type of external threat: cyberattacks.

The figures speak for themselves: between December and January this year, hospitals in the UK were at 89% capacity, with 7,000 fewer available beds than there usually are. As the pandemic increased pressure on hospitals, clinics, and research facilities to create a treatment for patients globally, it has left the sector exposed to hackers who, like a virus, have been targeting it relentlessly and evolving their tactics. 

From patient records being held ransom, to fake emails claiming to originate from the UN WHO, the NHS, or vaccine centres, through to attacks on the cold supply chain to find out the secret formula of the COVID vaccine, the healthcare industry is facing constant cyberattacks and struggling to cope. This threat is unlikely to go away anytime soon – and as such, the industry needs to take a proactive, preventative stance to stay safe in a dynamic digital world. 

Going digital 

The responsive nature of healthcare – particularly of hospitals – means that efficiency is crucial to the industry’s standard operations. To support this, the sector has been embracing technological advancements that can improve the quality of work, enabling staff to meet pressing deadlines, and enhancing patient care. For example, the industry has been digitising records and improving its ways of working through digital means over the past few years. 

This shift is critical to offer high quality patient care; yet, it also means the sector has become more dependent on IT, which can come with a risk if cybersecurity processes employed are deemed as inadequate. 

Without the correct security measures in place, the desired efficiency gains realised, can be easily lost in a heartbeat. Simply put, an elementary glitch in the system can have a tremendous ripple effect on many areas, from accessing patient records and conducting scans, to maintaining physical security and protecting the intellectual property of experimental treatment development.

To prevent this, healthcare organisations need to ensure they’re considering cybersecurity as part of their overall digital transformation strategy – and setting the right foundations to create a culture where safety goes hand in hand with patient care. 

Strengthening defences

Before implementing cybersecurity process, healthcare organisations need to assess the potential risks they face. Depending on how much confidential data the trust has, where it is stored, who has access to it and via which means, the cybersecurity strategy and associated solutions will change. 

It’s fair to say that a medical device start-up where all employees have a corporate-sanctioned laptop and access data via a VPN will have radically different needs to a large hospital with hundreds of frontline workers connecting to the hospital’s Wi-Fi using their personal device. 

These requirements will pale by comparison to a global pharmaceutical giant with offices in multiple locations, a large R&D department researching new treatments for complex diseases and a fully integrated supply chain. Considering the existing setup and what the organisations is looking to achieve with its digital transformation strategy will therefore have an immediate impact on the cybersecurity strategy.

Despite this, there are fundamentals that any organisation should implement: 
Review and test your back-up policy to ensure it is thorough and sufficient – By checking that the organisation’s back-up is running smoothly, IT teams can limit any risks of disruption in the midst of an incident and of losing data permanently.

In our recent State of Email Security report, we found that six out of ten organisations have been victims of ransomware in 2020. As a result, afflicted organisations have lost an average of six days to downtime. One third of organisations even admitted that they failed to get their data back, despite paying the ransom. In the healthcare industry, this could mean losing valuable patient records or data related to new treatments – two areas the sector cannot afford to be cavalier about.

Conduct due diligence across the organisation’s supply chain – Healthcare organisations should review their ways of working with partners, providers and regulatory institutions they work with in order to prevent any weak link in their cybersecurity chain. Without this due diligence, organisations leave themselves exposed to the risks of third party-led incidents. 

Roll out mandatory cybersecurity awareness training - Healthcare organisations shouldn’t neglect the training and awareness of their entire staff – including frontline workers who may not access the corporate network on a regular basis. According to our State of Email Security report, only one fifth of organisations carry out ongoing cyber awareness training.

This suggests it is not widely considered as a fundamental part of most organisations cyber-resilience strategy, despite the fact many employees rely on their organisation’s corporate network to work. By providing systematic training, healthcare organisations can help workers at all levels better understand the current cyberthreats they face, how they could impact their organisation, the role they play in defending the networks, and develop consistent, good cybersecurity hygiene habits to limit the risks of incidents. 
Consider a degree of separation – Information and Operational Technology (IT and OT) networks should be separated.

Although mutually supported and reliance on each other, employees shouldn’t be accessing one via the other. This should be complemented by a considered tried and tested contingency and resiliency plan that allows crucial services to function unabated should there be a compromise. Similarly, admin terminals should not have internet access to afford a degree of hardening and protection for these critical accounts.

As the sector becomes a common target for fraudulent and malicious activity, putting cybersecurity at the core of the organisation’s operations is critical. It will help limit the risks of disruption due to cyberattacks, reduce time spent by the cybersecurity team to resolve easily avoidable errors, and ensure that institutions can deliver patient care, safe in the knowledge that their networks are safe.  

Fighting future threats

With technology continuing to change the face of healthcare, the surface area and vectors available for attacks by malicious actors is constantly increasing. With the introduction of apps, networked monitoring devices, and a need for communication, the attack vector is ever expanding, a trend that needs to be monitored and secured against.

To prevent any damage to patients, staff, or the organisation they are responsible for, healthcare leaders must put security front and centre of their digital transformation strategy. Only then can the sector harness the full benefits of technology. Doing this should include implementing cybersecurity awareness training to challenge misconceptions around security, encourage conversation, and to ensure employee knowledge of the security basics and threats faced. 

This ultimately allows healthcare organisations to do what they do best: provide the highest standard of patient care, safe in the knowledge that their operations, patients, and data are safe.

Share article