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The Buffering Effect of Health Care Provider Video Biographies When Viewed in Combination With Negative Reviews: “You Can’t Fake Nice”

BACKGROUND: Patients seek information from numerous sources before choosing a primary care provider; two of the most popular sources are providers’ own online biographies and patient rating websites. However, prior research has generally only examined how these sources influence patients’ decisions...

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Detalles Bibliográficos
Autores principales: Perrault, Evan K, Hildenbrand, Grace M
Formato: Online Artículo Texto
Lenguaje:English
Publicado: JMIR Publications 2020
Materias:
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC7189248/
https://www.ncbi.nlm.nih.gov/pubmed/32286234
http://dx.doi.org/10.2196/16635
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author Perrault, Evan K
Hildenbrand, Grace M
author_facet Perrault, Evan K
Hildenbrand, Grace M
author_sort Perrault, Evan K
collection PubMed
description BACKGROUND: Patients seek information from numerous sources before choosing a primary care provider; two of the most popular sources are providers’ own online biographies and patient rating websites. However, prior research has generally only examined how these sources influence patients’ decisions in isolation. OBJECTIVE: This study aimed to determine how primary care providers’ online biographies and online patient ratings interact to affect patients’ decision making, especially in the face of negative reviews. METHODS: An 8-condition online experiment (n=866) was conducted, manipulating patient ratings and the timing of viewing a provider’s online biographical video (pre- or postrating viewing). RESULTS: When participants were shown a short video introduction of a provider after reading predominantly negative reviews a positive expectancy violation occurred, which was also related to more positive perceptions of the provider. When exposed to all negative reviews, 43% of participants indicated they would still choose to make an appointment with the provider, with many indicating that the video provided the evidence needed to help make up their own minds. CONCLUSIONS: These findings are especially relevant to health care organizations seeking to combat a recent rise in fake patient reviews. Providing patients with realistic expectations of the care that clinicians can offer via their own online biographical videos can help counteract negative patient comments online.
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spelling pubmed-71892482020-05-01 The Buffering Effect of Health Care Provider Video Biographies When Viewed in Combination With Negative Reviews: “You Can’t Fake Nice” Perrault, Evan K Hildenbrand, Grace M J Med Internet Res Original Paper BACKGROUND: Patients seek information from numerous sources before choosing a primary care provider; two of the most popular sources are providers’ own online biographies and patient rating websites. However, prior research has generally only examined how these sources influence patients’ decisions in isolation. OBJECTIVE: This study aimed to determine how primary care providers’ online biographies and online patient ratings interact to affect patients’ decision making, especially in the face of negative reviews. METHODS: An 8-condition online experiment (n=866) was conducted, manipulating patient ratings and the timing of viewing a provider’s online biographical video (pre- or postrating viewing). RESULTS: When participants were shown a short video introduction of a provider after reading predominantly negative reviews a positive expectancy violation occurred, which was also related to more positive perceptions of the provider. When exposed to all negative reviews, 43% of participants indicated they would still choose to make an appointment with the provider, with many indicating that the video provided the evidence needed to help make up their own minds. CONCLUSIONS: These findings are especially relevant to health care organizations seeking to combat a recent rise in fake patient reviews. Providing patients with realistic expectations of the care that clinicians can offer via their own online biographical videos can help counteract negative patient comments online. JMIR Publications 2020-04-14 /pmc/articles/PMC7189248/ /pubmed/32286234 http://dx.doi.org/10.2196/16635 Text en ©Evan K Perrault, Grace M Hildenbrand. Originally published in the Journal of Medical Internet Research (http://www.jmir.org), 14.04.2020. https://creativecommons.org/licenses/by/4.0/ This is an open-access article distributed under the terms of the Creative Commons Attribution License (https://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution, and reproduction in any medium, provided the original work, first published in the Journal of Medical Internet Research, is properly cited. The complete bibliographic information, a link to the original publication on http://www.jmir.org/, as well as this copyright and license information must be included.
spellingShingle Original Paper
Perrault, Evan K
Hildenbrand, Grace M
The Buffering Effect of Health Care Provider Video Biographies When Viewed in Combination With Negative Reviews: “You Can’t Fake Nice”
title The Buffering Effect of Health Care Provider Video Biographies When Viewed in Combination With Negative Reviews: “You Can’t Fake Nice”
title_full The Buffering Effect of Health Care Provider Video Biographies When Viewed in Combination With Negative Reviews: “You Can’t Fake Nice”
title_fullStr The Buffering Effect of Health Care Provider Video Biographies When Viewed in Combination With Negative Reviews: “You Can’t Fake Nice”
title_full_unstemmed The Buffering Effect of Health Care Provider Video Biographies When Viewed in Combination With Negative Reviews: “You Can’t Fake Nice”
title_short The Buffering Effect of Health Care Provider Video Biographies When Viewed in Combination With Negative Reviews: “You Can’t Fake Nice”
title_sort buffering effect of health care provider video biographies when viewed in combination with negative reviews: “you can’t fake nice”
topic Original Paper
url https://www.ncbi.nlm.nih.gov/pmc/articles/PMC7189248/
https://www.ncbi.nlm.nih.gov/pubmed/32286234
http://dx.doi.org/10.2196/16635
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