Lauren Parr is the co-founder and Product Director at RepuGen, one of the leading healthcare reputation management platforms.
A healthcare organization’s reputation stems directly from how patients experience care, and increasingly, that story plays out in online reviews.
That’s why the practice of review gating, soliciting feedback only from satisfied patients while discouraging others, has drawn increased scrutiny. Once seen as a way to manage brand perception, it’s now a clear regulatory risk.
In October 2024, the Federal Trade Commission (FTC) released updated guidance targeting misleading review practices, including the suppression of negative reviews. The message is unambiguous: transparency is nonnegotiable, especially in industries where trust and informed decision-making are vital.
Why Review Gating Poses A Unique Risk In Healthcare
Healthcare providers operate in an environment where reviews influence decisions about care, providers and even outcomes. Patients often seek reviews during moments of vulnerability, making accuracy and honesty essential.
Review gating distorts the picture. When only positive experiences are publicly visible, it limits opportunities for improvement and creates a misleading patient narrative.
Some practices labeled as review gating include:
• Sending review links only to patients who express satisfaction in a post-visit survey
• Redirecting only unhappy patients to private forms instead of public platforms
• Omitting less favorable reviews from public review platforms
While often framed as brand protection, these tactics may unintentionally deceive future patients, and, under current FTC guidelines, cross the line into noncompliance.
What’s At Stake For Healthcare Providers
The consequences of review gating extend well beyond platform warnings or vanishing star ratings.
While Google’s review policy already prohibits selective review solicitation (with penalties such as listing suspension), the FTC’s 2024 update makes the legal and reputational stakes far more serious.
Violations may lead to:
Regulatory action and financial penalties: The FTC considers manipulation of reviews a deceptive marketing practice. Enforcement may include fines, formal investigations and public disclosures.
Loss of patient trust: Filtered or missing reviews can quickly erode patient confidence, casting doubt not only on one provider but also on the credibility of the entire organization.
Long-term brand damage: Online reviews influence everything from patient acquisition to referral patterns. A compromised reputation affects visibility, loyalty and even hiring.
Liability through third-party vendors: If your practice outsources review management to a vendor using noncompliant strategies, your organization may still bear the regulatory consequences. The FTC holds businesses responsible for the conduct of their contractors.
Building A Compliant, Ethical Review Strategy
What matters most isn’t an unblemished rating, but a reputation built on honesty and consistency. A thoughtful, transparent approach to review management supports compliance while reinforcing patient trust.
Here’s how healthcare organizations can lead with integrity:
1. Invite Feedback From All Patients
Avoid sentiment screening. Create systems that request reviews uniformly, whether the experience was excellent or needs improvement.
2. Be Transparent About Your Process
Clearly explain how and why you collect reviews on your website, in patient emails and during visits. Patients value openness.
3. Respond Thoughtfully To Negative Feedback
Every critical review offers an opportunity to show patients that you’re responsive, transparent and committed to improvement. Responding with professionalism shows you’re listening and willing to improve.
4. Audit Your Vendors And Tools
Ask specific questions about how your review platforms or vendors handle solicitation and display. Ensure they follow FTC and platform-specific policies.
5. Monitor Reviews And Learn From Them
Treat reviews as feedback loops, not just public relations assets. Use them to identify recurring concerns and train staff accordingly.
Moving Forward: Reputation Built On Transparency
Healthcare providers are rightly held to higher standards by patients, regulators and their communities. Adhering to the FTC’s guidelines reinforces a values-driven approach to care, one that prioritizes honesty and accountability in every patient interaction.
Transparent and ethical review practices lay the groundwork for reputations that can withstand scrutiny in a competitive digital healthcare space.
In the end, trust isn’t built by filtering feedback. It’s built by listening to it and responding with integrity.
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