Abstract
ObjectivesTo identify the self-reported behaviour of the public in reading and writing online feedback in relation to health services. MethodsA face-to-face cross-sectional survey of a representative sample of the UK population. Descriptive and logistic regression analyses were undertaken to describe and explore the use of online feedback. Results2036 participants were surveyed, and of 1824 Internet users, 42% (n = 760) had read online health care feedback and 8% (n = 147) had provided this feedback in the last year. People more likely to read feedback were: younger, female, with higher income, experiencing a health condition, urban dwelling, and more frequent internet users. For providing feedback, the only significant association was more frequent internet use. The most frequent reasons for reading feedback were: finding out about a drug, treatment or test; and informing a choice of treatment or provider. For writing feedback they were to: inform other patients; praise a service; or improve standards of services. 94% had never been asked to leave online feedback. ConclusionMany people read online feedback from others, and some write feedback, although few are encouraged to do so. Practice implicationsThis emerging phenomenon can support patient choice and quality improvement, but needs to be better harnessed.
Highlights
Online feedback from patients reporting their experiences of health services, health professionals, N medical tests and treatments is an increasing phenomenon.[1, 2]
Our aims were to identify the frequency of use, user characteristics, and self-reported behaviour of members of the public in reading and writing online feedback on health services, health professionals, and medical treatments or tests
R Area and Internet use C Of people living in urban areas, 48% (n=240) read and 10% (n=52) wrote online feedback (Table 1) and S they were significantly more likely (OR=1.697, 95% CI=1.241 to 2.320, P=.001) to read compared to those living in rural areas
Summary
Online feedback from patients reporting their experiences of health services, health professionals,. N medical tests and treatments is an increasing phenomenon.[1, 2] This is in line with online customer A behaviour in many other sectors such as retail and travel, where an explosion in such feedback has been held up as an example of disruptive digital innovation, bringing transformative change to those sectors including service improvement.[3] A recent UK report on online consumer behaviour showed. M that three in four internet users read reviews before deciding to buy a product or service (not health) and two in five write online reviews after the purchase.[4] In some ways, the health sector has been slow to harness this phenomenon, but there is much current interest in. E patient choice, and to drive change, while acknowledging there are issues of digital inclusion and T representativeness.[5,6,7,8,9] P Current work in this area has shown that the use of online feedback by patients has, to date, been relatively limited.[1, 2, 10, 11] Previous surveys found that those who are more likely to use online
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