Information transparency: Examining physicians' perspectives toward online consumer reviews in the United States

A number of U.S. healthcare organizations are taking steps to implement online review programs for physicians. However, physicians may harbor concerns about being evaluated by their patients. This research investigates both the attitudes and concerns of physicians regarding a star rating system that was implemented in an actual healthcare system in the United States. A survey regarding the implementation of a rating system was sent to physicians at a major nonprofit healthcare system. Findings demonstrate that physicians express risk perceptions about patient rating systems, which in turn influence their attitude toward the rating system, rendering them reticent about adopting such a system. Results also suggest that level of involvement, trust of the rating system, and organizational support are negatively related to physicians' risk perceptions toward the online rating system, whereas organizational support and physician engagement are positively related to transparency. Thus, this research submits that increasing physician level of involvement in transparency initiatives, inculcating trust in online review systems, and consistently offering organizational support might help to foster physician adoption of online review systems.