The lack of a rating system means Practo is unlikely to take off like other similar platforms
So yesterday I found a dermatologist via Practo, a website that provides listing services for doctors in India. I visited him today and have been thoroughly disappointed with the quality of service (he subjected me to a random battery of blood tests – to be done in his own lab; and seemed more intent on cross-selling moisturising liquid soap rather than looking at the rash on my hand). Hoping to leave a bad review I went back to the Practo website but there seems to be no such mechanism.
This is not surprising since doctors won’t want bad reviews about them to be public information. In the medical profession, reputational risk is massive and if bad word gets around about you, your career is doomed. Thus even if Practo were to implement a rating system, any doctors who were to get bad ratings (even the best doctors have off-days and that can lead to nasty ratings) would want to delist from the service for such ratings would do them much harm. This would in turn affect Practo’s business (since the more the doctors listed the more the searches and appointments), so they don’t have a rating system.
The question is if the lack of a rating system is going to hinder Practo’s growth as a platform. One of the reasons I would go to a website like Practo is when I don’t know any reliable doctors of the specialisation that I’m looking for. Now, Practo puts out some “objective” statistics about every doctor on its website – like their qualifications, number of years of experience and for some, the number of people who clicked through (like the doctor I went to today was a “most clicked” doctor, whatever that means), but none of them are really correlated with quality.
And healthcare is a sector where as Sangeet Paul Chaudary of Platform Thinking puts it, “sampling costs are high”. To quote him:
There are scenarios where sampling costs can be so high as to discourage sampling. Healthcare, for example, has extremely high sampling costs. Going to the wrong doctor could cost you your life. In such cases, some form of expert or editorial discretion needs to add the first layer of input to a curation system.
So the lack of a rating system means that Practo will end up at best as a directory listing service rather than as a recommendation service. Every time people find a “sub-optimal” doctor via Practo, their faith in the “platform” goes down and they become less likely to use the platform in the future for recommendation and curation. I expect Practo to reach the asymptotic state as a software platform for doctors to manage their appointments, where you can go to request an appointment after you’ve decided which doctor you want to visit!
Potential investors would do well to keep this in mind.
Today I got an SMS from Practo asking me if I was happy with my experience. I voted by giving a missed call to one of the two given numbers. I don’t know how they’ll use it, though. The page only says how many upvotes each doctor got (for my search it was all in the low single digits), so is again of little use to the user.