Managing patient perception: Turning feedback into a reputation asset

In healthcare, reputation is more than an abstract concept, it is a tangible asset that influences patient choice, community trust, and funding opportunities. For GPs, Primary Care Networks (PCNs), Integrated Care Boards (ICBs), and Trusts, managing patient perception has become an essential part of delivering quality care and achieving strategic goals. Feedback is no longer a simple measure of satisfaction. It is data that, when harnessed correctly, can shape services, strengthen relationships, and build a resilient reputation.

At Grey Sergeant, we believe feedback is not just a reflection of the past but a driver for future success. By transforming patient perception into a strategic communications asset, healthcare organisations can navigate challenges with confidence, positioning themselves as trusted leaders within their communities.

Why patient perception matters in healthcare

Patient perception is the sum of every interaction individuals have with their GP practice, PCN, or Trust - from booking an appointment to follow-up care. These impressions influence whether patients feel valued, respected, and heard. In today’s healthcare landscape, perception goes hand-in-hand with reputation.

Research consistently shows that patients are more likely to engage with services they trust. A positive reputation can attract not only patients but also skilled staff and funding partners. Conversely, negative perceptions, often amplified on digital channels, can damage credibility and hinder progress.

With the NHS long term plan and the three shifts, reputation management is more critical than ever. As healthcare evolves, the ability to listen to patients and adapt services is central to delivering integrated, patient-centred care.

Turning feedback into a strategic asset

Too often, patient feedback is viewed as a compliance exercise: collected, collated, and archived. But feedback has far greater potential. It is a rich source of insight that can shape decision-making, refine services, and strengthen communication.

Here are three ways feedback can be repositioned as a reputation asset:

1. Identifying themes and trends

   Rather than focusing solely on individual comments, healthcare organisations should look for patterns. Do patients consistently struggle with digital booking systems? Are they praising staff for compassionate care? Identifying recurring themes allows leaders to act on what matters most to patients.

   
   

2. Closing the feedback loop

   Patients want to know their voices have been heard. Communicating back, whether through newsletters, social media, or in-person forums, demonstrates transparency and builds trust. Simple messages such as “You said, we did” can transform perception by showing action is taken.

   
   

3. Positioning Positive Stories

   Negative feedback often travels further than positive experiences, but this can be reversed. By highlighting patient stories and testimonials, organisations can showcase their impact. These stories humanise healthcare, turning abstract service metrics into compelling narratives of trust and care.

Using PR to shape patient perception

Feedback is only valuable when paired with strong communications. Public relations strategies allow healthcare providers to manage perception actively, rather than reactively.

• Proactive messaging: Instead of waiting for patient concerns to appear online, GPs and PCNs can set the agenda with proactive content. Blogs, community updates, and local media engagement highlight achievements and innovations before issues dominate the conversation.

• Digital reputation management: With most patients turning to search engines and reviews before engaging with services, online reputation is critical. Consistently updated websites, positive Google reviews, and responsive social media management ensure first impressions are favourable.

• Stakeholder engagement: Patients are not the only audience. Commissioners, funders, and partner organisations pay attention to reputation too. A strong communication strategy ensures feedback data demonstrates credibility and impact to all stakeholders.

Building trust through transparency

Trust underpins every successful healthcare relationship. Patients are more likely to accept new models of care, such as digital-first services or community-based hubs, when communication is open and transparent.

Healthcare organisations can build trust by:

• Publishing annual reports that include patient feedback and the actions taken.

• Hosting public forums where patients and carers can share experiences directly with clinicians and leaders.

• Using digital platforms to provide real-time service updates, reducing frustration and uncertainty.

This approach not only strengthens reputation but also aligns with broader NHS goals of empowering patients and communities.

Turning challenges into opportunities

Negative feedback is inevitable in healthcare. Long waiting times, workforce pressures, and resource constraints all affect patient experience. The key lies not in avoiding criticism but in managing it effectively.

Handled well, criticism can become an opportunity to demonstrate accountability. For example, acknowledging long waiting times while explaining the steps being taken to address them reframes the narrative. Patients often respond positively to honesty and visible effort.

Reputation is not built on perfection but on credibility. Healthcare organisations that show willingness to learn, adapt, and improve will earn more trust than those that remain silent.

Practical steps for healthcare leaders

For GPs, PCNs, ICBs, and Trusts looking to turn patient perception into a reputation asset, the following steps can make an immediate impact:

1. Audit existing feedback channels: Review how feedback is currently collected and used. Identify gaps where patient voices may be missing.

2. Develop a feedback-to-action framework: Create clear processes for turning insights into improvements, ensuring responsibility is assigned.

3. Communicate consistently: Share updates with patients and stakeholders through multiple channels, reinforcing transparency.

4. Invest in training: Equip staff with communication skills to handle feedback constructively and professionally.

5. Partner with PR specialists: External communications support, such as Grey Sergeant, can provide expertise in reputation management and strategic messaging.

Future of patient perception management

As healthcare continues to evolve, perception will play an even greater role in success. Digital transformation and integrated care models mean patients will experience services in new ways and they will voice their opinions widely.

Healthcare providers who embed patient perception into their strategy will not only build stronger reputations but also deliver better outcomes. By listening, responding, and communicating effectively, they can turn feedback into one of their most valuable assets.

Conclusion

Managing patient perception is no longer optional, it is a central part of delivering healthcare in the 21st century. For GPs, PCNs, ICBs, and Trusts, feedback is more than an evaluation tool; it is a reputation asset that can drive trust, loyalty, and long-term success.

We specialise in helping healthcare organisations turn perception into power. By combining communications expertise with sector knowledge, we support providers in shaping their reputation, strengthening patient relationships, and leading with confidence.

About the author

Michael O’Connor is a partner at Grey Sergeant, specialising in PR, communications, and engagement across the healthcare and non-profit sectors. Through his consultancy Grey Sergeant, he helps primary care networks, GP surgeries, and healthcare organisations define their brand, strengthen their reputation, and communicate with clarity. For more information, contact michael.oconnor@greysergeant.com