WHEN a patient in Illinois did not like the result of her breast-augmentation surgery, she reacted like many dissatisfied customers: by writing negative comments about her doctor on websites that feature such reviews. Her breasts, she said, looked like something out of a horror movie. Other unhappy patients joined her online, calling the doctor “dangerous”, “horrible” and a “jackass”. He sued them for defamation. (The cases were later dropped.)Other doctors have filed similar lawsuits, mostly in America. Though few have won, their reaction illustrates a discomfort with patient reviews felt by many of their colleagues. Some question the accuracy and relevance of the feedback; others complain that privacy rules prevent them from responding. Sites often have just a handful of ratings per doctor, meaning results can be skewed by a single bad write-up.But increasingly, doctors cannot afford to ignore them. They often lead the results of searches for doctors’ names. In America, the world’s biggest health-care market, firms that offer health insurance are making employees pay a bigger share, pushing them to search for guidance online. The most sophisticated sites are...
from The Economist: International http://ift.tt/1AbuIs4
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