Faced with a client who no longer wanted ownership of her dog and was opting to euthanize rather than provide the basic treatment
the dog needed, Jeffrey Werber, DVM, owner of Century Veterinary Group in Los Angeles, and his associate devised a plan that
seemed to be a win for everyone. The client agreed to sign over the rights to the animal and pay only for the euthanasia and
cremation she had planned for. Instead of euthanizing the dog, Werber's team treated the dog and facilitated adoption.
Dr. Jeffrey Werber
Then came the Yelp review.
The client's obscenity-laced comments on on this online review platform, which covers everything from dry cleaners to cardiologists,
not only painted a very different picture of the exam room experience but mentioned Werber's associate by name.
Werber was furious—not least because of the utter absence of truth in many of the comments. "They can say anything they want
and you can't stop them," Werber says. After that review and countless others, Werber realized one essential thing when it
comes to online reviews: perception is reality.
However, he has chosen to fight. Werber believes veterinarians can and should address negative reviews online. Even if you
can't change your critic's perception, you might change the perceptions of other readers.