Patient feedback and online reviews are often discussed together, but they serve very different purposes in healthcare. Conflating the two can lead to confusion, missed opportunities for improvement, and unnecessary compliance risk.
This guide explains the difference between private patient feedback and public online reviews, how each functions, and why healthcare providers should treat them as distinct but complementary signals.
What Is Patient Feedback?
Patient feedback refers to private input collected directly by a healthcare organization. This feedback is typically gathered through surveys, questionnaires, or follow-up communications.
Common characteristics of patient feedback:
- Collected privately
- Often structured or guided
- Intended for internal improvement
- May include detailed or sensitive information
Patient feedback is primarily an operational and quality improvement tool, not a public reputation signal.
What Are Online Reviews?
Online reviews are public statements posted on third-party platforms such as Google, Healthgrades, Yelp, or physician directories.
Key characteristics of online reviews:
- Publicly visible
- Unstructured and subjective
- Written voluntarily
- Intended to inform other consumers
Online reviews influence perception, trust, and discovery, but they rarely provide a complete or balanced view of care quality.
Why the Distinction Matters
Treating patient feedback and online reviews as the same thing creates risk.
Problems can arise when:
- Feedback surveys are used to selectively prompt reviews
- Only positive respondents are invited to post publicly
- Negative feedback is suppressed rather than addressed
These practices can lead to review gating, distorted public perception, and increased scrutiny.
For deeper context, see:
Avoiding Review Gating in Healthcare
Different Audiences, Different Purposes
Patient feedback is designed for:
- Administrators
- Clinical leadership
- Quality improvement teams
Online reviews are written for:
- Prospective patients
- Families and caregivers
- The general public
Because the audiences are different, the content and tone naturally differ. Feedback may include nuance and context that would be inappropriate or risky to address publicly.
How Feedback and Reviews Should Work Together
When used appropriately, patient feedback and online reviews can complement each other.
A healthy approach:
- Uses feedback to identify issues early
- Improves operations and experience internally
- Invites public reviews fairly and inclusively
- Responds to reviews professionally and neutrally
Feedback should inform improvement, not control public perception.
For guidance on review requests, see:
How to Ask for Reviews in Healthcare Without Creating Risk
Privacy and Sensitivity Considerations
Patient feedback often contains sensitive or personal information. This is another reason it should remain private.
Attempting to address feedback publicly can:
- Expose private details
- Create misunderstandings
- Increase regulatory or reputational risk
Public review responses should remain high level and avoid referencing specific feedback details.
For response guidance, see:
How to Respond to Healthcare Reviews Safely and Professionally
Common Missteps to Avoid
Healthcare providers sometimes make well intentioned mistakes, such as:
- Using satisfaction surveys as a filter for review requests
- Treating feedback scores as reputation metrics
- Responding publicly to issues raised only in private feedback
These missteps can undermine trust and create unnecessary exposure.
For broader risk context, see:
Reputation Risk & Enforcement in Healthcare
Key Takeaways
Patient feedback and online reviews serve different roles.
Patient feedback:
- Is private
- Supports internal improvement
- May contain sensitive information
Online reviews:
- Are public
- Shape perception
- Require careful response
Keeping these signals distinct allows healthcare providers to improve experience while maintaining trust and reducing risk.