How to safely navigate the online minefield

We’ve all Googled a restaurant before booking a table and read the reviews to help decide whether to dine there or not. Patients are now routinely doing the same for GPs.
 
Online reviews are the new word-of-mouth. Sites like Google and social media platforms enable patients to rate, comment on, and share experiences about their GP or general practice. While many of those reviews are positive, some can be frustrating, unfair, and personally distressing.
 
For GPs, managing this kind of online feedback is more than just a reputational challenge – it’s also a legal and ethical one.
 
So, what do you do when you find yourself on the receiving end of a negative review and how can you protect yourself in the wild west of social media?
 
The overarching advice I have is that while it is upsetting, doing nothing is often the best response. Not every negative comment needs a reply.
 
Most reviews are going to be positive but every now and then, a patient might leave a comment that really stings. The first instinct we all have is to defend ourselves, but often going down this path rarely gets good results.
 
Online reviews are often someone venting or potentially being irrational. Engaging with them might escalate the situation.
 
However, if the criticism touches on something that could be legitimate it might be worth addressing.
 
My advice here is to keep your response calm and polite. Offer to take the problem offline by suggesting they give your practice a call to discuss their concerns.
 
This is where it gets complicated – even if a patient has publicly posted details about their care, you cannot confirm or reference any clinical interaction. Privacy obligations apply, even online.
 
Patients can share whatever they like and if you respond and accidentally disclose something, even something minor, this could be a breach of confidentiality or violate the advertising laws covering medical services.
 
When in doubt, seek advice from your medical defence organisation before replying to any online feedback.
 
If a review is abusive, misleading, or defamatory, you can ask the platform the review is on to remove it. Most review platforms will not take down a review just because you don’t like the content. You might have grounds though if the review is making a personal attack, swearing, or is obviously fake.
 
In cases where the review might be defamatory, legal advice may be necessary. But often, the best remedy is to ignore the occasional bad review and continue providing consistent quality care and positive patient experiences.
 
Now just to throw in a twist related to good online reviews: you can’t legally use positive reviews to promote your practice.
 
There are a range of legislative requirements and regulations which prohibit GPs and other healthcare providers from using testimonials that refer to clinical care or positive health outcomes as part of their advertising. This includes any information on your practice website or social media pages.
 
Using social media for your general practice
Social media platforms like Facebook and Instagram are a great way to connect with patients, promote health awareness, and to share practice updates.
 
But social media use must be handled with care.
 
Any social media content which breaches patient confidentiality, includes testimonials, or gives misleading impressions of health outcomes can quickly become a regulatory issue. Photos of patients, stories about procedures, or even anonymous case studies can all breach privacy rules if not handled properly.
 
The RACGP recommends practices have a clear social media policy in place, and you need to ensure the entire practice team understands their obligations.
 
The Australian Health Practitioner Regulation Agency has made it clear in its resource Social media: How to meet your obligations under the National Law, that there are strict rules around advertising, testimonials, and patient privacy that every GP needs to understand.
 
From my perspective the most important thing to remember is: think before you post anything online.
 
In our increasingly digital world, GPs must walk a fine line between maintaining their reputation, protecting patient privacy, and complying with regulations.
 
Online engagement is here to stay. The key to success is to stay informed, exercise reasonable caution, and always put patient confidentiality first.
 
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digital safety online reviews patient reviews social media