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Patient reviews on websites like Yelp can encourage another patient to try a new urgent care center. A high volume of such reviews can improve its ranking in both Google Local and Apple Maps. One New York-based urgent care chain crossed the line—and the law—by paying thousands of dollars for positive reviews over a 2-year-period, though. The reviews in question were not even written by patients; the company engaged ad agencies and freelance writers who never even visited its sites to craft glowing testimonials. Now it has to pay a $100,000 penalty, though $50,000 of that is “suspended” due to the financial health of the company, pending compliance with other aspects of the settlement agreement.