Negative Online Reviews of Orthodontists: Content Analysis of Complaints Posted by Dissatisfied Patients

Abstract

Introduction: Patients may express views about their orthodontic care by posting publicly available reviews on the internet. This study analyzed online reviews of orthodontists with an emphasis on the types and frequency of complaints expressed in negative reviews. Methods: A random sample of 10.6% of the members of the American Association of Orthodontists was reduced using eligibility criteria to the subset of members who practiced in an office limited to orthodontics, had an online presence, and had negative (1- or 2-star) reviews on google and/or yelp. Information regarding orthodontists and their offices was collected and each negative online review was saved for content analysis. If an office posted a response to a negative review, that response was also saved for analysis. Results: Of the 807 eligible orthodontists, 92.4% had reviews on google and/or yelp. Average ratings of orthodontists were very positive [i.e., 5- and 4-star reviews constituted >97% (google) and >88% (yelp) of reviews] with an average per orthodontist rating of 4.72 on google and 4.42 on yelp. Yet, more than half of the orthodontists (50.8%) also had at least one negative review. The three most frequently mentioned categories of complaints concerned Quality of Care/Service, Interpersonal Characteristics, and Money/Financial issues. A detailed analysis of the specific kinds of complaints is described. Responding to negative online reviews had little effect on overall online rating or having a review improved. Conclusions: Understanding the complaints dissatisfied orthodontic patients express in online reviews may suggest strategies to improve patient satisfaction and improve online reputation.