Review website for health practitioners just the beginning of rankings for professionals: Expert

A website allowing people to rank allied health professionals is a welcome development, and professionals in financial services, accounting and the law could be next to face online feedback, an expert says.

James Griffin, who runs online reputation management group SR7, has welcomed plans by health insurer NIB to allow its members to rank the services provided by about 200,000 ancillary providers, such as dentists, physiotherapists, optometrists, chiropractors and podiatrists.

Griffin describes it as a “bold” move that is likely to attract imitators if it succeeds.

“Imitation is the greatest form of flattery, so if it works, others will follow,” Griffin told SmartCompany.

NIB says the whitecoat.com.au site, which is due to go live next month and will be monitored for key words and by staff, is designed to meet customer demand for information to help them choose providers.

This is especially important for those who have moved to a new area, need treatment for a specialist service for the first time, or wish to change their provider, it says.

The website says users will be able to search for ancillary providers by speciality and location, as well as compare providers on average service charges, customer recommendations and customer complaints.

“This development is consistent with the proliferation of consumer choice and social media websites that provide consumers with greater transparency, more freedom and ultimately more power in their decision-making,” the site says.

“The point of difference of Whitecoat from other consumer comparison websites is that NIB has developed and will strictly manage the process for obtaining, reviewing and publishing both data and comments regarding each provider. This will enhance the credibility and accuracy of the website’s information when compared to other sources.”

But health bodies have struck back, with AMA vice-president Steve Hambleton telling The Australian the site risked becoming “not a white coat but a black flag website” that would tar health workers.

Still, Griffin says the site was simply a matter of time, given how commonplace consumer-feedback has become online.

“Systems like this have a place, because they put service-providers on notice,” Griffin says.

“If this sort of service or rating mechanism has been given enough consideration to make sure it’s fair and balanced, then I think it will help consumers in making an informed choice,” he says.

Griffin describes it as “an evolution of the rating system,” adding that financial services firms, law firms and accountancy firms might be next.

He expects NIB has done its homework on who will be allowed to comment, how the site will be monitored, and potential legal issues it might attract.

“Moderation will be a critical part of this,” Griffin says. “We hope NIB is not just relying on an automated system that picks up swear words and so forth because comments will need to be looked at in context and monitored by a human.”

And he cautions that people are more likely to deliver a review after a bad experience than a good one.

Having said that, social media does help better-performing organisations come to the fore, Griffin says.