How to Leverage Online Reviews to Improve Your Dental Practice
Online reviews are today’s digital word of mouth. They shape first impressions, build trust, and help Canadians choose a dentist. With the right system, reviews can also boost search rankings, teach your team what to improve, and turn happy patients into loyal advocates.
How can online reviews help a dental practice?
Reviews build trust, improve local search visibility, and influence first impressions. A simple, repeatable workflow to ask for reviews, reply to feedback, and showcase testimonials turns everyday visits into a steady stream of social proof that grows your practice.
Why reviews matter more than ever
Most people check online reviews before booking care, and dentistry is no different. In Canada, patients often skim Google reviews to compare friendliness, wait times, and results. Reviews also add fresh content and keywords to your profile, which can help your practice appear higher in local search. And remember: a strong star rating opens the door, but the quality of written comments often seals the decision.
Three big reasons to prioritize reviews
Trust: People trust people. Real patient stories calm nerves and reduce the risk of trying a new dentist.
First impressions: Your star rating and the most recent comments are what patients notice first.
Search visibility: Frequent, high-quality reviews can support your local SEO and help you show up when nearby patients search for a dentist.
“Trust is the foundation of public health.” — Dr. Tedros Adhanom Ghebreyesus, World Health Organization
Build a simple review-asking system
The best way to get more reviews is to make asking part of your daily workflow. Keep it friendly, short, and easy.
Fit it into your routine
Aftercare follow-ups: Send a same-day text or email: “Thanks for visiting today. If we made you smile, would you mind sharing a quick Google review? It helps others find us.” Include your direct review link.
Front desk scripts: Train your team to say: “If you had a good visit, a short review on Google means a lot to our small local team.”
In-office QR codes: Place a small stand at checkout with a QR code that opens your review page. Add a gentle line: “Two minutes. Big impact for our community clinic.”
Get the timing right
Ask when the visit went well and the experience is fresh—right after a painless cleaning, a same-day crown, or an Invisalign milestone. For bigger procedures, wait until your 48-hour check-in so the patient can comment on comfort and care.
Make it personal
Use the patient’s name, mention the specific service (“first visit,” “whitening touch-up,” “orthodontic check”), and say thank you. Personal notes lead to thoughtful reviews.
Keep it compliant and ethical
Do not offer incentives. Avoid telling patients what to write. Never coach wording or ratings. Keep privacy in mind—don’t reveal any details about a patient’s care when you reply publicly. In Canada, follow privacy rules (such as PIPEDA/PHIPA where applicable).
Responding to reviews: the calm, professional way
Replying shows you listen. It reassures future patients that your team is present and caring.
How to respond to positive reviews
Keep it warm and short: “Thanks so much, Sam. We loved seeing you today. We’re here anytime you need us.” Mention a small detail (“glad the evening appointment worked!”) to make it feel human.
How to respond to negative reviews
Stay calm and reply quickly (ideally within 24–48 hours). Thank them for the feedback. Apologize for their experience without arguing or sharing any private details. Invite them to talk offline so you can help.
Template: “Thank you for your feedback, [Name]. We’re sorry your visit didn’t meet expectations. We take concerns seriously and would like to learn more. Please call our office at [phone] so we can help.”
Don’t confirm someone is your patient. Don’t discuss treatment details. The goal is to show empathy and move the conversation to a private channel.
Spotting and reporting fake or inappropriate reviews
Red flags include no record of the person as a patient, off-topic content, profanity, or spam-like patterns. Document the review with a screenshot and date, then use Google’s “Report review” option and provide a short, factual explanation. Keep your reply professional while the platform investigates: “We can’t find a visit matching this account. We’re happy to assist—please contact our front desk so we can look into this.”
Turn feedback into improvements
Track comments for patterns—wait times, payment clarity, or follow-up calls. Tag themes in a shared spreadsheet: “wait time,” “billing,” “comfort,” “friendliness.” Review them in team huddles. When you fix an issue (like adding text reminders or evening slots), say so in your replies: “We heard you. We now offer evening appointments on Thursdays.”
Showcase your best reviews
Don’t let five-star comments sit on Google alone. Reuse them across your channels:
Website: Add a testimonials section or carousel. Place service-specific reviews on the related pages (implants, whitening, Invisalign).
Social media: Share a “review of the week” with a simple branded graphic. Always get consent for names and photos.
In-office: Print a few short quotes for your waiting room, or run them on a screen by the front desk.
Want to go further? See ideas for gathering, placing, and repurposing reviews in using patient testimonials to grow your dental practice.
Upgrade to video testimonials
With permission, ask long-time patients if they’d record a short (30–45 seconds) story on why they chose you and how your care helped them. Keep it natural. Capture it near a bright window, add captions, and post it on your service pages and social channels.
Tools to manage reviews at scale
Platforms like BirdEye, Podium, or Doctible can centralize requests, alerts, and replies. Before you choose a tool, check privacy and data storage. Ask vendors about Canadian data residency and compliance. Baseline the metrics that matter: number of reviews, average rating, review velocity (new reviews per month), response time, and keywords patients use to describe your care.
Team roles and training
Assign a single owner for your review process (often the office manager). Train the front desk on scripts and timing. Give hygienists and assistants a one-line ask they can use after a smooth visit. Share wins in weekly huddles. Celebrate great reviews as team victories.
Copy-and-paste scripts you can use today
Checkout script: “If you had a good visit, a short Google review helps other local families find us. Here’s a QR code—it takes two minutes.”
Text after visit: “Thanks for visiting today, [Name]. If we made you smile, would you share a quick Google review? It means a lot to our small team. [Link]”
Email after milestone: “Congrats on finishing your whitening touch-up! If you have a moment, we’d love your review—your story helps nervous patients feel at ease. [Link]”
Connect reviews to growth and retention
Reviews do more than attract new patients. They keep current patients engaged by reinforcing why they chose you. Build them into your patient journey—welcome emails, aftercare, and six-month reminders. For broader strategy tips that tie reviews to visibility, patient experience, and marketing, explore how to build a successful dental practice in a competitive market.
Link reviews with recall and loyalty
When patients talk about painless cleanings or clear explanations, use that positive energy in your recall messages. A short line like “Thanks again for your kind review—ready to schedule your next checkup?” feels personal and effective. For more ways to keep patients coming back, see improving patient retention in your dental clinic.
Review policy playbook (keep it simple)
Create a one-page policy your team can follow:
Ask consistently: Every smooth visit gets a friendly ask.
Respond within 48 hours: Thank positives. De-escalate negatives. Take details offline.
Report fakes: Document and flag policy-violating reviews.
Learn and improve: Track themes. Tackle one improvement at a time.
Common pitfalls to avoid
Only asking on great days: Make it routine or you’ll never build momentum.
Copy-paste replies: Personalize your response. Patients can tell.
Getting defensive: Emotional replies live forever online. Keep it calm and helpful.
Sharing private details: Don’t confirm care or reveal any health information in public replies.
Conclusion
Online reviews are a daily chance to build trust, grow visibility, and learn from patients. With a simple system—ask politely, reply promptly, report fakes, and showcase the best stories—you’ll turn routine visits into steady practice growth. Start today with a clear script at checkout and one follow-up text. Keep going tomorrow. In a few weeks, your reviews will speak for you.
FAQ
What’s the best platform for dental reviews?
Google is the top choice for local search. Facebook can help your community presence, and some patients use Yelp. Focus your ask on one platform (usually Google) to make it easy.
Can I offer incentives for reviews?
No. Incentives can violate platform rules and can harm trust. Instead, make reviewing simple, friendly, and appreciated—never transactional.
How fast should I respond to a negative review?
Within 24–48 hours. Thank them, apologize for their experience, and move the conversation offline. Keep patient details private.
What if a review looks fake?
Take a screenshot, note the date, and report it through the platform’s tools. Post a brief, professional reply and invite the reviewer to contact your office so you can investigate.
How often should I ask for reviews?
Make it part of every smooth visit. A steady flow of recent reviews looks better to both patients and search engines than big bursts followed by silence.
How do I feature reviews on my website?
Add a testimonials page and place service-specific reviews on related pages. Include the patient’s first name and initial (with permission) and keep quotes short for easy reading.
