This KevinMD post by Tobin Arthur on online reputation management is well done.  After some thought, I feel a simple approach would be to boil physician online reputation management down to two realities:

1.  You have no control over what people say

Discouraging.  But think of it this way:  While you can’t control what people say, you can influence what people say through outstanding service and care.  And whatever you do, don’t make patients sign a form prohibiting them from public dialog about your or their experience.

2.  You have 100% control of the story you create

You have to create the reality that people see.  If you create nothing you are entirely at the mercy of what’s created about you on your behalf.  And you create your own story through the creation of your own digital footprint.

Because of reality 1 you have to act on reality 2.

While the web is your oyster, there are three simple and accessible platforms that work well for creating searchable content:

Create a LinkedIn profile.  LinkedIn searches well.  Tell us where you went to school and a little bit about yourself.  Make it your own.  Make it public and the world will be able to learn all about you in the way that you are comfortable.  Every doctor should maintain an active LinkedIn profile.

Start a blog.  Even just one post a week should do the trick.  You don’t have time, you say?  If your reputation isn’t important enough to create 300 words a week you need to consider how important your reputation really is.  Every physician or practice should maintain a blog that offers valuable content for its patients.

Make a video.  Then create a YouTube channel with your name or practice.  This works especially well if you don’t feel comfortable writing.  All you need is a computer with a camera.  If you get serious you can hire someone to help you.

People will always have the power to say things that you might not care for.  But the more great stuff you create, the less likely the less-than-desirable is to get noticed.