Building a online reputation for clinics solid is as critical as having state-of-the-art equipment. Potential patients rely on Google, Doctoralia or TopDoctors before scheduling; a single unanswered negative review can cost dozens of appointments. This operating manual details how to capture positive feedback, respond to reviews, monitor mentions and measure impact in 2025.
1 Fundamentals of medical digital reputation
| Concept | Description | Impact |
|---|---|---|
| Average rating | Arithmetic mean of stars on key platforms | Influences Google CTR and query decisions |
| Volume of reviews | Total number of public appraisals | Maps algorithm favors profiles with >50 reviews |
| Net sentiment | (Positive - Negative) ÷ Total | Confidence thermometer for undecided users |
| Response time | Hours until first response from the center | Attention and empathy indicator |
Minimum goal 2025: ★4.7 average, >80 total reviews, < 24 h response to each comment.
2 Review capture protocol ★★★★★
2.1 Ask at the right time
- Post-consultation in person: delivery of card with QR directly to Google review.
- Teleconsultation: transactional email 1 h later with "Leave your opinion" button.
- Hospital dischargeSMS with abbreviated link (bit.ly/myreview).
2.2 Application script
"We find your experience very helpful for other patients to have confidence in the treatment, could you leave us your 1 minute feedback in this link?".
2.3 Ethical incentive (optional)
- Free 6-month preventive check-up or exclusive guide download.
- Avoid direct monetary incentives that violate platform policies.
2.4 Automation in CRM
- Trigger: status "Query completed".
- Activation: email + SMS + WhatsApp with link.
- Tag "Review_sent" to avoid duplicate submissions.
3 Responses to Reviews: 3-step playbook
| Type of review | Response time | Structure |
|---|---|---|
| Positive | ≤ 12 h | Thank you → highlight value → invitation to return. |
| Neutral | ≤ 24 h | Thank you → request details → offer contact |
| Negative | ≤ 4 h | Thank you → empathetic apology → private channel → solution. |
Negative example
"We are sorry to hear that your wait has been long. Please write to us at calidad@clinicax.com With your file number to resolve it immediately."
Never disclose health data; take the conversation private according to HIPAA/GDPR.
4 Mention monitoring and active listening
4.1 Recommended tools
| Tool | Function | Price approx. |
|---|---|---|
| Google Alerts | Notice of web mentions | Free |
| Brandwatch | Multichannel sentiment panel | From $800/month |
| Podium | Centralizes Google/Facebook/Doctoralia reviews | From $399/month |
| Feedtrail | In-clinic SMS feedback | Under quotation |
4.2 Dashboard Looker Studio
Integrates Google My Business, Facebook Graph and Doctoralia APIs for visualization:
- Average rating 30 days
- New reviews vs. previous period
- Net sentiment
- Top positive/negative keywords
5 Reputational crisis management
- Detectionautomatic alert if rating drops 0.2★ in 24 h or serious complaint appears (malpractice, discrimination).
- Quick Committee: responsible medical, legal, marketing.
- 2-step response
- Public: empathic message + invitation to private channel.
- Private: investigation, compensation if applicable, closing document.
- ReportDetails root cause and corrective actions for management.
6 Reputation metrics and KPIs
| KPI | Formula | Target 2025 |
|---|---|---|
| Average rating | ΣStars ÷ no. of reviews | ≥ 4.7 |
| Reviews/month | No. of new reviews | ≥ 10 |
| Response rate | Responses ÷ reviews × 100 | 100 % |
| Response time | Total minutes ÷ reviews answered | < 24 h |
| Net sentiment | (Pos - Neg) ÷ Total | > 0.7 |
| Attributed leads | GMB traffic → site or click call | Measure in GA4 / CRM |
Relates rating changes to CPL and CVR variations: 0.3★ improvement typically reduces CPL by 5-10 %.
7 Coordination with internal areas
- Receptionidentifies satisfied patients and activates review request in CRM.
- Patient carereceives alerts for serious negative mentions.
- Marketing (Torres Creative): defines generation flow and metrics dashboard; delivers guidelines but does not manage reviews.
- Legalapproves responses to potential defamation or leakage of personal data.
8 Weekly task blueprint
| Day | Activity | Tool |
|---|---|---|
| Monday | Review dashboard reputation | Looker Studio |
| Tuesday | Send review requests to patients of the week | CRM trigger |
| Wednesday | Reply to new reviews | Google Business / Doctoralia |
| Thursday | Analyze recurring negative keywords | Brandwatch |
| Friday | Internal reporting of metrics and learnings | Slide deck |
Next step
Set up your review panel today and enable post-consultation request automation. Review response protocols and train your staff in empathetic communication. With a robust system, your online reputation for clinics will go from being a latent risk to an acquisition asset that reduces advertising costs and multiplies conversions.
