社交媒体对负面在线医生评论的影响：一项在大型学术多专科实践中的观察性研究。
The Impact of Social Media on Negative Online Physician Reviews: an Observational Study in a Large, Academic, Multispecialty Practice.
机构信息
Department of Cardiovascular Medicine, Mayo Clinic, Rochester, MN, USA.
Department of Internal Medicine, Baylor Scott and White Health, Temple, TX, USA.
出版信息
J Gen Intern Med. 2019 Jan;34(1):98-101. doi: 10.1007/s11606-018-4720-3. Epub 2018 Oct 29.
BACKGROUND
Online reviews of physicians are becoming increasingly common, however no correlation of these reviews to formal patient satisfaction surveys. With the explosion of social media, it is unknown as to how this form of communication may have a role in potentially managing and addressing the search position of negative online reviews.
METHODS
We obtained a list of 102 physicians with negative online reviews between September 2014 and December 2014. Social media uptake and average Google search position of the physician and their respective negative online reviews were assessed from January 2015 through January 2017.
RESULTS
Fifty-four (53%) physicians had any social media presence in January 2015. All 102 physicians were subsequently offered social media coaching by the Mayo Clinic Center for Social Media which resulted in an increase to 90% of these physicians participating in social media by January 2017. The average Google search position for the negative online reviews was significantly reduced from 5.2 ± 2.5 to 14.3 ± 11.3 (P < 0.001) from 2015 to 2017. There was a moderate increase in Doximity uptake during that time increasing from 11% of the physicians having a claimed profile to 80%. There were non-significant reductions in the average Google search position - 9.7 ± 11.3 in the physicians who had an existing a social media presence versus those who were not on social media - 4.2 ± 2.2 (P = 0.11).
CONCLUSIONS
Physician social media presence can reduce the bearing of negative online comments by decreasing the search position of these comments.
背景
医生的在线评价越来越普遍，但这些评价与正式的患者满意度调查没有相关性。随着社交媒体的爆炸式发展，尚不清楚这种沟通形式如何在潜在地管理和处理负面在线评价的搜索排名方面发挥作用。
方法
我们获得了 2014 年 9 月至 12 月期间有负面在线评价的 102 名医生的名单。从 2015 年 1 月到 2017 年 1 月，评估了医生及其各自负面在线评价的社交媒体使用率和平均谷歌搜索排名。
结果
2015 年 1 月，54 名（53%）医生有任何社交媒体存在。所有 102 名医生随后都接受了梅奥诊所社交媒体中心的社交媒体培训，这使得到 2017 年 1 月，有 90%的医生参与了社交媒体。负面在线评价的平均谷歌搜索排名从 2015 年的 5.2±2.5 显著降低到 2017 年的 14.3±11.3（P<0.001）。在此期间，Doximity 的使用率也适度增加，从 11%的医生拥有声称的个人资料增加到 80%。在已经存在社交媒体的医生中，平均谷歌搜索排名有非显著降低 -9.7±11.3，而在没有社交媒体的医生中，平均谷歌搜索排名降低 -4.2±2.2（P=0.11）。
结论
医生的社交媒体存在可以通过降低这些评论的搜索排名来减少负面在线评论的影响。
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