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 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.