As a parent waits in their car at school pick-up, they’re dealing with a child who is complaining of a toothache. They pull out their phone, do a search for dentists around them, and see your practice come up.
Your website is easily navigable.
Your pictures are very professional and visually appealing.
Then, they see something.
You come up as having zero Google reviews.
They have the same frustrating experience as they’ve had at other practices as they have looked at their options.
Will they stay, or will they click on another dental practice? Maybe a different dental practice? One has 5 reviews, another has 30 reviews, and the last one has 100 reviews. At some point, they decide your practice, with years of experience and a truly caring staff, is no longer an option for them.
This isn’t because you’re a bad dentist.
It’s because you’re silent.
This is where dental reviews will become much more than stars on a screen. They are the modern-day equivalent of word-of-mouth and, in fact, often serve as the first impression a new patient gets from your practice, and you were unaware it happened.
Let’s discuss how to communicate no reviews and what fixing that silence will do to impact how incoming patients discover your practice.
Why Zero Reviews Feel Louder Than You Think
The decision-making process for patients when looking for a healthcare provider is nearly identical to the example above. Patients conduct their search for a healthcare provider online and are looking for ways to minimise their uncertainty. If there are no reviews associated with a healthcare provider, then the healthcare provider does not come across as inexperienced; rather, the fact that a review profile is missing creates doubt and leads to additional questions.
For example, the patient may ask themselves if the provider actually exists, why there aren’t any reviews, and if they should continue their search elsewhere.
This is why patient reviews on the internet are so important; they provide answers to patients’ questions prior to their first appointment.
According to BrightLocal, a Local Consumer Review Survey indicates that the average consumer reads reviews online before selecting a local service provider, and healthcare providers are no different than other local businesses. Reviews are part of the decision-making process well before the first appointment has been made.
The Psychology Behind Google Reviews
You might be amused to find out that you can put a lot of effort into creating a great-looking website, writing long copy that describes how talented you are, and having lots of different certificates to prove to others that you are qualified to be doing what you do.
But then you will receive a review from an unknown person stating that “Dr. Sharma made my nervous 8-year-old smile during his filling”.
When it comes to creating confidence in your practice, which one of these will produce greater trust? There is more emotional power and credibility in real experiences than anything you can pay to create through a marketing program. This is the reason why Google reviews are so valuable.
Patients do not just look for information; they look for emotional reassurance that there are other similar people who have had positive experiences with your care. They identify with the experiences of others like themselves (e.g., a nervous child or adult, someone needing urgent care) and relate their own experience to that of another patient.
What Patients Actually Read in Reviews
Most likely, the majority of patients will not read their reviews as carefully as clinical audits.
What is more important is the moment.
- Was the receptionist warm and inviting?
- Was the dentist patient with me?
- Did anyone explain my treatment plan clearly?
- Was my wait time in a comfortable space?
- Does my appointment time get respected?
That is why a great deal of dental patient testimonials refer to someone’s emotions rather than the actual procedures.
Example:
“I was so scared to go to the dentist.”
This statement speaks directly to anyone searching for dental services and is already anxious.
“They explained everything to me.”
Now, you have reduced uncertainty.
“My kid was not scared.”
Now, you have built trust with all parents. They are not simply compliments. They have built trust and confidence in many people.
Every Missing Review Is a Missed Opportunity
Two examples of how Google reviews affect healthcare marketing are:
- Practice A: 4.9 stars with 180 Google Reviews & adds new patient photos every week & gets at least one (1) review per week.
- Practice B: 0 Google Reviews, no patient feedback, has not updated their website in years.
Most people choose Practice A over Practice B simply based on social proof, even though both practices offer good patient care.
That is why Google Reviews are an important aspect of the marketing & promotion of healthcare providers.
Patients do not have enough information to evaluate a provider’s clinical skills, so they rely on trust as their evaluation criteria.
Reviews Help Visibility
Google is influenced by reviews as well as people.
Review quantity, quality, freshness & engagement are all contributing factors Google takes into account when determining how visible a Business Listing will be for local search results.
While having reviews won’t guarantee you’ll get a higher ranking, they are a large contributor to local SEO & therefore increase the overall number of reviews increases your overall amount of discoverability; & more discoverability equals more click-throughs; & more click-throughs equals more appointments; thus, creating a cycle that continually builds momentum.
Therefore, knowing the significance of Google reviews is not only about managing your reputation, but also about managing your discoverability.
Every Review Starts Working Before Your Receptionist Does
Imagine having tens or hundreds of former patients to serve those functions 24 hours a day.
That’s what reviews become.
Every positive review answers questions about your clinic while it’s closed. Every detailed review gives comfort to anyone searching for medical assistance late at night.
Every five-star review subtly communicates to a shy patient:
“You’ll probably be fine here.”
That’s very powerful.
Google Review Doctors: Why Healthcare Is Different
Since dinner can take approximately an hour to complete, people will compare different restaurants to one another. However, a dentist’s service is generally one that an individual could use for many years; therefore, people will continue to search on Google for reviews of doctors.
Patients do not just purchase a service from a doctor; they also select a person they believe they can trust with their health.
A single positive review expressing empathy, professionalism, and clarity in communication from a previous patient may be more influential than reading several paragraphs of information on a promotional website.
Healthcare is a very personal matter; therefore, reviews also feel personal.
Every Patient Experience Leaves a Story
Everyone wakes up and thinks: “I can’t believe I’m leaving this terrible review for my dentist!” Reviews happen because of how long you have thought about that experience.
For example, sometimes a review happens because someone did better than they thought. Or you remembered your patient’s name.
Finally, a review can happen just because a kid left happy instead of being sad when they left your office. All of these create a hidden opportunity. Great reviews begin by caring for your patient prior to asking them to write a review about you. After that, the review happens as a result of you caring about your patient and asking them for the great review.
Turning Happy Patients Into Happy Reviewers
Make It Easy, Not Awkward
A lot of practices are hesitant to simply ask, because they fear they will be perceived as being pushy. The truth is, most patients will not mind being invited to leave an online review; they just forget to do it.
Ask While the Experience Is Fresh
One of the best times to ask for a review is immediately following a patient’s appointment, when patients are expressing happiness about their experience.
Send a Direct Review Link
Patients should not have to “search” for a way to review you. It’s much easier for patients to leave a review by clicking on one link instead of searching for you in five different locations.
Train Your Front Desk
When your front office staff hears comments made by patients, such as “I was not looking forward to this, but it was nowhere near as bad as I thought it would be,” take this opportunity to invite the patient to leave a review.
Respond to Every Review
Regardless of whether it’s a positive or negative review, take the time to write a thoughtful response that will show future potential patients that you truly care.
Final Thoughts
Keep an eye on your Google Business Profile.
Appreciate each authentic review because every single one will give the next patient, who may be nervous about seeing a dentist, some reassurance.
You have probably spent years developing trust within the walls of your practice. Now, it’s time to allow that trust to work outside the walls of your practice and provide potential patients with the assurance they need when they search for a dentist tomorrow.
When someone searches for a dentist tomorrow, they are not likely to hear about your credentials first; they will hear about what your patients say about you.
If potential patients do not hear anything from patients about you, then they will go to some other dental practice based upon what that practice’s patients say about them.
Frequently Asked Questions
1. Why are Google reviews important for dental practices?
For your practice, having good Google reviews can help you build trust with potential patients due to your visibility within their local search results and increase confidence in selecting your practice over your competitors, as well as give them an independent recommendation for your business.
2. What is the importance of Google reviews for attracting new patients?
Google reviews provide “social proof,” which is what a consumer is seeking when searching for your services to find a good value and determine if they will set an appointment with your office.
3. How can dentists get more dental patient reviews?
You can receive more dental patient reviews by creating a positive experience for your patients and then asking them to leave a review after they have had a good experience. In addition, providing patients with a direct link to leave their review will help to streamline the review process for both you and them; therefore, making it part of your regular patient communication should also be an option.
