The National Medical Commission had recently announced guidelines, now held in abeyance, that placed several restrictions on doctors from participating in online review and ratings platforms. Preventing doctors and hospitals from participating in these platforms will severely limit access to information for patients and their family members.
User-generated information can empower patients to enhance their understanding of issues and can serve as a reference for other patients. In my experience, online information platforms have emerged as a safe place for patients and relatives to seek and share information . This is particularly true for chronic or rare diseases where patients need constant and continued support and information about doctors, hospitals and treatment centres.
I have seen the evolution of healthcare and health systems. A new generation of highly educated and tech-savvy patients has arrived. It has a great understanding of information technology, uses IT tools to search for the best possible medical and clinical options for themselves, their parents and relatives, and communicate freely.
Every patient has the unequivocal right to receive adequate and relevant information about their health journey. This includes details about the nature and cause of their illness, provisional or confirmed diagnoses, proposed investigations, management, as well as potential complications. Moreover, patients have the right to transparency regarding the expected costs of treatment as well. Doctors and hospitals must communicate these financial details and ensure that patients and their caretakers are fully aware of any additional expenses resulting from changes in the patient’s condition or treatment plan. The legal framework also ensures that the patients and their families know the identities and professional statuses of all care providers involved in their treatment.
Gone are the days when patients solely relied on their family physician’s advice or word-of-mouth recommendations. The internet and the proliferation of social media have democratised access to healthcare information. Patients now actively educate themselves about various medical conditions, treatment choices, and healthcare providers. This collaborative knowledge-sharing empowers patients with a wealth of information, aiding them in making informed healthcare decisions. This transformation signifies a profound shift in the traditional doctor-patient dynamic, with patients transitioning from passive recipients to active participants in their healthcare journey.
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Studies have shown that greater patient involvement leads to improved decision-making outcomes as patients are more inclined to ask questions and collaborate effectively with healthcare professionals. Central to shared decision-making is access to the necessary information for meaningful discussions about options and preferences. Traditionally, decision-making has been confined to the consultation room, focusing on treatment options and single encounters. However, decision-making is now a multifaceted process and internet resources contribute significantly to it.
In the healthcare sector, where trust and confidence are paramount, the impact of online reviews cannot be underestimated. Online reviews and ratings are not limited to virtual anecdotes, they hold real-world consequences.
These reviews act as potent social proof, cultivating trust and confidence among potential patients. Studies have revealed that a significant majority of patients/ caretakers consult these reviews before making a decision. A glowing review can be the deciding factor for a hesitant patient, encouraging them to choose a particular healthcare provider or service over others. Conversely, negative reviews can deter prospective patients, potentially leading to a decline in healthcare facility utilisation.
Besides, online ratings and reviews offer several advantages; firstly, they empower patients by giving them a voice. Secondly, businesses that pay attention to these reviews gain invaluable insights into patient preferences and areas that require improvement. This knowledge empowers healthcare providers to refine their services continually, ultimately leading to an enhanced patient experience and better healthcare outcomes.
By actively managing and responding to online reviews, healthcare providers demonstrate their commitment to patient satisfaction and the delivery of high-quality care, further stimulating trust and credibility within the community. Lastly, by providing transparency and insight into the patient experience, they help reduce information asymmetry, where patients have less knowledge than healthcare professionals.
While online platforms are a valuable resource for patients, they are not without associated risks as unauthenticated or unverified information may mislead patients, leading to misguided decisions. Malicious or agenda-based content may create doubts or biases in their minds.
However, technology has also provided us with the tools to filter, monitor, and moderate or delete such malicious content. Responsible digital healthcare platforms take measures to ensure the accuracy and authenticity of information, helping patients navigate the digital landscape safely.
Patients wield the power of information to make informed choices about their health with a strong legal framework that supports their right to absolute transparency. With responsible use and oversight, digital platforms can continue to empower patients while mitigating the risks associated with the free flow of information.
Reviews and ratings of doctors, hospitals and specialities are critical pieces of information that help us in choosing the facility that will best serve our medical needs. This is in line with global practices with enough data to corroborate the usefulness of reviews and some countries like the US, UK, Germany, Netherlands and Australia have a variety of different review and ratings platforms. In the UK, the National Health Services (NHS) operates websites that include patient reviews and ratings for healthcare services.
As we move forward and embrace healthcare technology, the government has to ensure that patients remain at the core of all the developments. For that to happen, it is essential to create a framework that encourages doctors and hospitals to participate in online review and ratings platforms.
Dr Fauzia Khan is Member of Parliament Rajya Sabha from the Nationalist Congress Party. She is associated with healthcare related topics.
