Respected as a Client, Cared for as a Patient: Evidence of Heuristic Decision-Making from Yelp Reviews of Obstetrician-Gynecologists

ABSTRACT

Previous literature has demonstrated a gap between what health care consumers say they want to know about their physicians and the publicly available information the health care industry provides. This systematic analysis of Yelp reviews from the 25 most populous U.S. metropolitan areas is predicated on the assumptions that patients who post online physician reviews include information they would find useful when choosing a physician, and that this information represents an ecologically valid sample for making inferences regarding patients’ decision making process. Obstetrician gynecologists are twice as likely to be reviewed as other physicians, but this is, to our knowledge, the first study examining online reviews of obstetrician-gynecologists specifically. This study contributes to the literature on medical decision making, demonstrating that the physician choice decision is made using a heuristic tallying model, in which only two, nearly equally weighted parameters are meaningful: patient (which, within the reviews, incorporates physician interpersonal manner and physician knowledge and skills) and office management. Yelp reviews of obstetrician-gynecologists follow patterns previously established in scholarship: ratings are bimodal, and approximately two-thirds are positive. In the absence of objective, user-friendly physician-level information, patients will turn to review sites like Yelp when choosing physicians. Rather than resisting this trend, physicians and hospital systems would be better served by working with review sites, or creating their own, to emphasize aspects of the experience patients are qualified to evaluate: the physician’s interpersonal manner and office management.

Notes

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