Best Practices for Managing Online Reputation During Healthcare Crises

When healthcare crises hit—whether it's a widespread public health emergency, a local outbreak, or an internal mishap—your organization’s online reputation can shift in a matter of hours. With more patients turning to online reviews and digital platforms to evaluate providers, how you respond during a crisis can significantly impact long-term trust and growth.

Why Online Reputation in Healthcare Matters More Than Ever

According to Software Advice, 71% of patients use online reviews as their first step when searching for a new healthcare provider. During a crisis, these platforms become even more active as patients seek updates, share experiences, and look for reassurance. That means healthcare practices can’t afford to ignore the digital narrative.

A poor or unaddressed review during a crisis can deter potential patients, while clear, timely communication can build trust and even strengthen your brand. Below are some best practices for reputation management and crisis communication in healthcare.

1. Respond Quickly and Transparently

In crisis management, especially in healthcare, timing is everything. Delayed responses can appear negligent or uncaring. Make sure your team has a crisis communication protocol in place that includes timely replies to patient concerns posted online.

Be transparent in your responses. For example, if your clinic is experiencing delays due to a staffing shortage or emergency, acknowledge it and provide estimated resolutions. Even if you don’t have all the answers yet, showing that you're aware and working on it helps maintain credibility.

2. Monitor Online Channels Closely

It’s essential to keep tabs on what’s being said about your practice on Google, Facebook, Healthgrades, and other review sites. Don’t wait for an angry review to go viral.

Tools like Swell can help automate reputation management by consolidating reviews and feedback in one place. This not only improves response time but allows you to track patterns and sentiments that may require attention.

3. Empower Frontline Staff to Support the Message

Your clinical and administrative teams are often the first to receive patient concerns or hear complaints. Equip them with consistent messaging and escalation protocols. Make sure they understand what information is public-facing, what should be escalated internally, and how to redirect patients to appropriate communication channels.

This also applies to tone—empathy should be front and center. A well-trained team can de-escalate situations before they hit the web, supporting your overall crisis management in healthcare strategy.

4. Proactively Communicate Through Your Own Channels

Don’t rely solely on review responses—get ahead of the conversation. Post updates on your website, social media, and through SMS or email if appropriate. Explain what’s happening, what patients can expect, and how you’re addressing the situation.

Patients feel more confident when you communicate proactively rather than reactively. This builds trust and demonstrates leadership even in uncertain times.

5. Encourage Feedback—Even During a Crisis

It might seem counterintuitive to ask for reviews during a crisis, but this is when feedback is most crucial. With a well-managed experience, your satisfied patients can help drown out negative or inaccurate perceptions.

Make it easy for patients to share their experience. A simple text message after their visit or interaction can prompt positive reviews that boost your online reputation in healthcare and show the public that your practice continues to deliver compassionate, quality care.

In Summary

Healthcare crises are inevitable—but reputation damage doesn’t have to be. By responding quickly, monitoring online platforms, equipping your staff, and staying proactive, you can maintain a resilient and trustworthy reputation, even during the most challenging situations.

Need help managing your online presence during unpredictable times? Swell empowers healthcare practices with tools for online reputation management, real-time patient experience surveys, and employee engagement solutions that help you stay agile and connected when it matters most. https://www.swellcx.com/resources

‍