By KARYN MULLINS 
Consumers aren’t taking their healthcare providers’ words for it anymore. They’re taking charge and leading a digital revolution where individuals have the power to make their own educated decisions about care.
According to the Healthcare Consumer Insight & Digital Engagement report by Binary Fountain, a leading online reputation management platform, 51 percent of people who have a physician share their personal healthcare experiences via online ratings, review sites and social media.
Once shared, this information is immediately available to the entire world with just the click of a button. And people are taking full advantage of this. In fact, 80 percent of respondents in the 2018 Customer Experience Trends in Healthcare report by Doctor.com have used the internet to make a healthcare-related search in the past year. Another 81 percent said they read reviews about a referred provider.
Consumers’ accessibility to detailed, personalized experiences could make or break medical sales companies. Unfortunately, if these trends aren’t addressed appropriately, medical sales teams around the country will feel the impact.
By further empowering the general public, medical sales leaders can give their teams the tools needed to excel in the field. Here’s how:
Open up and face the experiences 
Whether your product is a bionic arm, a new miracle medication or a tongue depressor, every patient will have their own experience. Each of these experiences are valid and deserve recognition. No matter how absurd or irrelevant a comment or rating seems to you, it will ring true to others researching your product.
In today’s technologically accessible world, ignoring negative feedback will make consumers trust your company even less. Consumers want to see proof that you’re listening and taking action to improve experiences. If current consumers didn’t have a positive experience with one of your products, why should others give anything associated with your company a try?
The answer should

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