Factors affecting the choice of a dental care provider by older adults based on online consumer reviews

Abstract Background: The percentage of patients relying on information provided by their peers in the form of consumer reviews rather than the information found in healthcare reports from federal agencies is expected to increase. To encourage the use of these healthcare reports, which contain data from a more representative sample, several researchers have suggested incorporating consumer reviews in them. Objective: This study aims to identify the factors in online consumer reviews that affect the decisions of healthcare consumers as they choose their providers. Method: We recruited 310 participants through Qualtrics Research Services to participate in a 3*2*2*2 within-subjects study. We used the dentistry domain to test the effect of the valence of the review, the staff rating, the facility cleanliness rating and the dentist’s bedside manner rating on patient's trust in the information, the decision to choose a dentist and the confidence in the decision. Results: The findings suggest that valence of the review, the dentist’s bedside manner rating and the cleanliness rating of the facility significantly influence the consumer’s decision to choose a dentist and their trust in the information. In addition, the staff rating was considered the least important element in the consumer reviews. Conclusion: We conclude that in addition to narratives of patient experience in the form of reviews, consumer ratings like bedside manner and cleanliness are important cues that aid the consumer’s decision-making process while ratings such as a staff rating, which do not consider the interactions with the actual healthcare provider, are not as critical. Highlights Factors were identified in online reviews that affect consumer decisions of healthcare providers. A 3*2*2*2 within-subjects study was conducted based on the dentistry domain. Narratives of patient experiences in the form of reviews and consumer ratings of bedside manner and cleanliness were found to be important cues in a consumer’s decision. Staff ratings which do not consider the interactions with the healthcare provider were not as critical.