I read an interesting article on April 27, 2018, “Providers jittery over the ‘Yelpification’ of healthcare” , Tony Abraham, Healthcare Dive from the Manhattan Institute report, “Yelp for Health” . The striking part of the report is that consumer Yelp reviews and other text-based reviews correlate with Medicare consumer surveys. Oh, oh. We all know that consumers are increasingly turning to social media to find and select healthcare providers. Why is that such a surprise? Now that the horse is out of the barn and not going back anytime soon, what is the hospital to do? It’s time to stop having the yips or jitters over patients and consumers using Yelp and other social media channels. It’s now time to respond strategically and tactically from a marketing perspective. You must get over it organizationally and stop believing your press releases about how great you are. The yips and jitters come from inaction and refusal to accept the reality of the market driven by the growing ...