Reputation management is much more than static reviews left by patients on sites like Google, Health Grades, and Vitals. In a world where people can be skeptical of advertising, marketing, or professionally curated websites, healthcare consumers turn to the source they trust most in researching a procedure or evaluating a practice’s reputation online: other consumers.

We recently evaluated 25 social media profiles of some of the most impressive ophthalmology practices in the country. Surprisingly, we found that they were almost all missing one critical element that is cutting off their potential for massive refractive revenue growth: patient-generated content.