Date

2-29-2024

Department

Graduate School of Business

Degree

Doctor of Business Administration (DBA)

Chair

Debra Powell

Keywords

Marketing, Patient Online Reviews, POR, Patient Review Websites, PRW, Physician-Rating Websites, PRWs, Physician-Rating Sites, PRS, Online Patient Reviews, OPRs

Disciplines

Marketing

Abstract

Various internet platforms contain the ability to share information about medical services. These internet platforms include patient review websites, online forums, and social media websites. Some of the information that customers share are reviews of their negative medical experience. Much of the related research includes exploring the problem of online negative reviews of medical services from a medical professional perspective on how to manage the situation with the patient. This research project includes exploring the role of marketing professionals and the situation of customers producing online negative reviews of medical services. The general problem addressed is the detrimental impact of online negative customer reviews resulting in a deterioration of the organization’s brand reputation. The specific problem addressed was the potential detrimental impact of online negative customer reviews within the medical services industry, in the Midwestern United States, resulting in the deterioration of the organization's brand reputation. The research questions included a focus on the customer. The three research questions related to the customer’s motivation, the type of communication, and the type of resolution the customer wants. The method for collecting data was semi-structured interviews. The results found seven themes. Additionally, key results found that most participants want some form of communication and resolution with an individual at the medical institution. Repairing the relationship between the customer, who is a patient, and individuals who work at the medical institution is a step that will help to reduce the detrimental impact of negative reviews on the medical brand reputation.

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