How to Use Patient Testimonials to Grow Your Dental Practice
Word of mouth never went out of style—it just moved online. In Canada, most people check reviews and stories before they book any healthcare visit, including a dental appointment. When you collect, organize, and share real patient testimonials, you turn happy moments in your clinic into powerful, low-cost marketing that builds trust and reduces anxiety for new patients.
Do patient testimonials really help a dental practice grow in Canada?
Yes. Clear, permission-based testimonials create social proof, calm nerves, and highlight what you do best. When you ask at the right time, make it easy to respond, and showcase stories in the right places (website, Google, social, email), bookings rise and trust compounds.
Why Testimonials Work: Trust, Emotion, and Proof
Testimonials help patients feel your care before they ever sit in your chair. They show real results, warm bedside manner, and smooth processes (from billing to follow-up). Better yet, they are believable because they use patient voices, not ad copy.
“Oral health is a key indicator of overall health, well-being and quality of life.” — World Health Organization
What Canadians Look For in a Great Testimonial
Short, specific, and authentic. A strong testimonial explains what worried the patient, how your team helped, and what changed. Examples: “I was anxious about implants, but the team walked me through every step,” or “My Invisalign plan was easy to follow and on time.”
Step 1: Collecting Great Patient Testimonials
Ask the right patients at the right moments
Timing matters. Ask when patients are most satisfied:
- Right after a successful procedure or smile upgrade
- After a sincere compliment at checkout
- At a routine visit with a loyal patient who has seen steady progress
Make it effortless to respond
Reduce every barrier. Use a two-step, frictionless path:
- Send a same-day text or email with direct links to your Google Business Profile, your website form, and (if relevant) a platform like Yelp
- Place a QR code at the front desk that opens your review form in one tap
- Offer both written and quick video options (a 30–60 second clip works well)
- Use 3–4 simple prompts to guide their story
Prompts that unlock meaningful stories
- What worried you before your visit? How did the team help?
- What stood out about your experience (comfort, timing, cost clarity)?
- What result are you most happy about?
- Would you recommend us to family or friends? Why?
Get clear consent the Canadian way
Always use written consent that covers how you will use the testimonial (website, social media, email, ads). In Canada, protect privacy under PIPEDA and, where applicable, provincial health privacy laws (such as PHIPA in Ontario). For minors, get a parent or guardian’s consent. Store consent forms with the patient file; use first name only or initials if a patient prefers. If you include before-and-after photos or videos, confirm that visual consent is clearly documented.
Step 2: Placing Testimonials Where They Drive Action
Your website
Create a “Patient Stories” page and sprinkle short quotes on high-traffic pages: Home, About, and key service pages (like Invisalign, dental implants, and emergency care). Use before-and-after photos or brief, captioned video clips. Place a testimonial close to your main call-to-action (Book Now) to nudge action while trust is high.
Google Business Profile
Google reviews show up directly in search and on Maps. Ask often, reply kindly, and thank each reviewer. When appropriate, invite detailed feedback about the service and experience (comfort, clarity, timing). Respond to any negative review with empathy and a solution-focused tone.
Social media
Turn testimonials into posts, carousels, and short reels. Blur last names unless the patient agrees to attribution. Caption the clip so viewers can watch with sound off. To build momentum, try a monthly “Patient Wins” series. If you need a deeper plan for channels, formats, and ads, explore social media marketing for dentists.
Email newsletters
Feature a brief “Patient of the Month” story with one photo and a single outcome metric (e.g., “completed Invisalign in 10 months” or “no more chewing pain after a crown”). Link to the related service page.
Step 3: Using Testimonials to Drive Growth
Match stories to services
Connect each testimonial to the service it supports. Teeth whitening stories belong on whitening pages and ads. A relieved implant patient speaks best to others considering implants. This improves relevance and conversions.
Use them in ads and landing pages
In Meta and Google Ads, use short quote lines in headlines or images. On your landing page, place a testimonial above the booking form and another near the FAQ. If you’re trimming ad spend, stack the basics first—website, local SEO, and reviews—then expand. For a step-by-step plan, see how to build a dental marketing strategy on a budget.
Ease anxiety in consultations
Encourage your front desk and treatment coordinators to reference relevant stories in a natural way. For example: “A lot of people feel nervous about root canals—here’s what another patient said about how comfortable it was.” It’s friendly, human, and reassuring.
Review Quantity and Freshness: What the Data Says
Recent consumer surveys show that most people read online reviews before they choose a local business, and freshness matters. Aim for a steady stream (even 2–5 per month) so your profile feels alive and current. Inconsistent profiles with old reviews can look risky—even when the average rating is high.
Build a Simple, Repeatable Testimonial System
Train the whole team
Teach everyone when and how to ask. A simple script works: “So glad your visit went well. If you have 30 seconds, would you mind sharing a few words about your experience? Here’s a quick link.” Role-play it during a team huddle.
Create a two-click path
Set up a short link (e.g., yourclinic.ca/review) that redirects to your Google review form and your website’s testimonial form. Add the link to your post-visit email and text templates. Include a QR code on a small card patients can take home.
Choose written vs video—both are valuable
Written testimonials are quick and easy to collect at scale. Video adds emotion and authenticity. Keep video recording simple: a well-lit corner, a steady phone, and two guiding prompts. Always confirm consent for each format.
Tag and reuse
Tag each testimonial by service (e.g., Invisalign, implants, emergency care) and by “theme” (comfort, speed, clarity, results). Reuse the right story in the right place. This small habit saves time later and increases ROI.
Real-World Example: A 6‑Month Turnaround
Dr. Singh, a family dentist in Calgary, had great feedback in person but only a handful of online reviews. The team set up a simple workflow: ask after compliments, send same-day links, and follow up once (not more). They also added short quotes on the Invisalign and emergency pages.
- New Google reviews: from 18 to 86 in six months
- Website conversions: up 22% on pages with service-matched testimonials
- Phone calls mentioning “I read your reviews”: frequent by month two
They also built a reputation plan to learn from feedback and reply to each review with warmth and thanks. To get the most from your ratings and replies, see how to leverage online reviews to strengthen your reputation.
Risk, Privacy, and Good Taste
Consent and privacy
Use clear, written consent for any testimonial. Follow PIPEDA and applicable provincial rules (e.g., PHIPA). Set a process for removing testimonials if a patient changes their mind later.
Respectful edits
It’s fine to fix spelling or trim for length, but do not change meaning. Never script, invent, or mislead. If you translate a testimonial, keep the original on file, and note that it has been translated with permission.
Accuracy and expectations
Avoid promising outcomes. Let the patient’s perspective speak for itself. If needed, add a brief note: “Individual results vary.”
Advanced Tips to Boost Visibility
Match stories to search intent
Place Invisalign testimonials on your Invisalign page, whitening stories on whitening, and so on. This helps potential patients find the proof they need at the exact moment they’re deciding.
Use structured layout for scannability
Present testimonials as short blocks with a bolded theme line (Comfort, Results, Clarity). Keep each to 50–80 words so they’re easy to read on phones.
Keep building beyond testimonials
Testimonials are one element of growth. Pair them with local SEO, a fast mobile site, and clear calls-to-action. For a low-cost mix that works in small Canadian markets, learn how to build a dental marketing strategy on a budget.
Conclusion
Great care creates great stories. When you collect those stories with consent, share them in the right places, and connect them to the services people are searching for, you build trust before the first hello. Start small: train your team to ask, give patients a two-click path, and place stories where decisions happen. Keep it kind, honest, and simple—the Canadian way.
FAQ
What’s the best way to ask for a testimonial without sounding pushy?
Keep it warm and specific: “We’re glad your visit went well. If you have 30 seconds, would you mind sharing a few words? Here’s a quick link.” Ask after a compliment or a successful appointment, and make the process fast.
Should I use written or video testimonials?
Both. Written testimonials scale quickly and work well on websites and Google. Short video clips add emotion and feel very real on social media and service pages. Always get consent for each format.
Where should testimonials go on my website?
Use a dedicated “Patient Stories” page and add short quotes to your Home, About, and service pages (e.g., Invisalign, implants, emergency). Place at least one testimonial near a “Book Now” button to support action.
How do I handle a negative review?
Respond quickly, be respectful, and offer to continue the conversation offline. Thank them for the feedback, acknowledge their concern, and share how you plan to help. Future patients judge your reply as much as the review itself.
Do testimonials help with local SEO?
Yes. Reviews on your Google Business Profile improve visibility on Maps and search. Fresh, consistent reviews also boost trust and click-through rates—especially when they mention specific services and neighbourhoods.
What about social media—how often should I post testimonials?
Start with one story per week or biweekly. Mix formats (image quotes, carousels, 30–60 second reels). Add context—what the patient wanted and how you helped. For a full content plan, explore social media strategies for dental practices.
