Electronic Health Reporter

By Evan Steele, founder and CEO, rater8.

As the year comes to a close, patients are racing against the calendar, not just to complete their holiday shopping, but also to schedule end-of-year medical appointments.

For many, meeting their annual deductible or taking advantage of flexible holiday schedules makes December the perfect time to prioritize healthcare.

For medical practices, this seasonal rush presents more than just full waiting rooms; it’s an opportunity to strengthen their online presence and gather meaningful patient feedback to carry into the new year.

Post-Care Surveys vs. Online Reviews

While related, post-care surveys and online reviews serve distinct purposes in the patient feedback ecosystem. Post-care surveys help practices capture real-time insights to improve operations, while online reviews are a public reflection of patient experiences that boost reputation and visibility. When used together, they can drive impactful changes, offer benchmarking against competitors, and build trust with both current and prospective patients.

Why Patient Feedback Matters During the Holidays

The end-of-year surge in patient engagement is the perfect time to prioritize both surveys and reviews. Here’s why:

1. Patients are ready to engage: With healthcare top of mind, patients are more likely to provide meaningful feedback. Post-care surveys allow practices to gather input shortly after appointments, ensuring that responses are timely and relevant.
2. Online reviews build momentum for the new year: A steady stream of patient reviews helps practices stand out online and reinforces trust with existing and prospective patients. Positive reviews improve a practice’s visibility and credibility online, creating a solid foundation for growth in the new year.
3. Patient feedback drives meaningful change: While positive reviews enhance reputation, constructive criticism from surveys provides clear opportunities to refine operations, improve patient experience, and identify gaps in care delivery.

How to Boost Participation in Post-Care Surveys

Even in the hustle and bustle of the holiday season, you can inspire patients to participate in post-visit surveys with a few thoughtful strategies:

1. Simplify the process: Send short surveys via text or email right after checkout with a direct link for easy access. A quick and seamless process is a win for busy patients.
2. Communicate the value:  Be transparent about how their feedback helps improve care. When patients feel heard, they’re more likely to provide candid responses.
3. Incentivize participation: Consider holiday-themed incentives, like a raffle entry or a personalized thank-you message, to encourage participation.

The Hidden Gift of Patient Feedback

It’s easy to focus on positive feedback: it feels good, boosts morale, and reinforces what you’re doing right. But the truth is, negative feedback can be just as valuable, if not more so. Honest criticism highlights areas where patients feel underserved and uncovers opportunities for meaningful improvement.

For instance, if several patients mention long wait times, it could be a sign to revisit scheduling processes or adjust staffing during peak hours. Or, perhaps feedback about confusing billing processes or difficulty reaching staff might indicate a need for better communication tools or additional training. These insights, while sometimes difficult to hear, are gifts in their own right, offering a clear path to better care. Moreover, gathering patient feedback and acting on it allows practices to benchmark themselves against competitors. By reviewing what other groups in your market are doing well or not so well, you can identify areas for improvement and differentiate yourself.

Building Trust Publicly

It isn’t just about what happens behind the scenes, however. Responding to online reviews, both positive and negative, shows patients that you’re listening and taking their experiences seriously. When you thank patients for their kind words, you reinforce the trust and connection they feel toward your practice. When you address concerns with empathy and transparency, you signal to both current and prospective patients that you’re committed to improvement. It’s this openness that builds lasting trust and sets your practice apart from other organizations.

Shining a Spotlight on Your Team

While addressing challenges is necessary, taking the time to share positive feedback with your team is equally important. In an industry stretched thin by staffing shortages and burnout, celebrating glowing reviews and heartfelt patient comments can make a world of difference. It’s a powerful reminder to your staff of the meaningful impact they have on patients’ lives and the communities they serve.

Wrapping Up the Year

The holiday season is about both reflection and renewal, and patient feedback embodies this dual purpose. By sending post-care surveys to patients and requesting that they leave online reviews, practices can improve care delivery, inspire trust, and position themselves as top choices for patients in 2025 and years to come.