This study by Xue Bai and colleagues explore how process-oriented and outcome-oriented online reviews impact consumer demand for healthcare services. Using data from a Chinese cosmetic procedure platform, the study shows that outcome-oriented reviews generally boost sales more than process-oriented reviews. However, process-oriented reviews are more influential for complex and less popular procedures, as they help consumers assess feasibility. Outcome-oriented reviews are more effective for simpler, popular procedures by emphasizing desirable results. The study also underscores the importance of visual content in reviews. These findings can help healthcare platforms and providers better manage reviews to influence patient decisions.
The Impact of Process- vs. Outcome Oriented Reviews on the Sales of Healthcare Services
