The Trust-Building Power of Testimonials

Word of mouth has always been powerful, but in today’s digital age, it has evolved. Now, potential patients do their “word of mouth” research through online reviews and testimonials.

Testimonials:

  • Create social proof and help ease patient anxiety

  • Provide real-world validation of your care and service

  • Strengthen your brand personality—whether it’s gentle, fun, tech-savvy, or family-oriented

In essence, they help new patients feel what it’s like to be in your chair—before they ever make an appointment.


Step 1: Collecting Great Patient Testimonials

You don’t need to wait for a glowing review to show up on Google (although those are great!). Proactively collecting testimonials gives you more control and variety.

Ask the Right Patients at the Right Time

Some of your happiest patients may never think to leave a review—unless you ask. Here’s when to do it:

  • After a successful treatment or cosmetic transformation

  • After a compliment at the front desk

  • Following a routine visit with a loyal patient

Make It Easy

The key is to remove all friction:

  • Send a follow-up text or email with a direct link to Google, Yelp, or your website

  • Use a short, simple form with just a few questions

  • Let them choose between written or video format

Questions That Prompt Great Testimonials:

  • What was your biggest fear before coming to us?

  • How did we make you feel comfortable?

  • What results did you notice after your treatment?

  • Would you recommend us to friends or family? Why?

Pro Tip: Use Consent Forms

Always get written permission before using patient testimonials publicly—especially if photos or videos are involved.


Step 2: Displaying Testimonials in the Right Places

Collecting testimonials is only half the magic. You’ve got to make sure the right people see them.

1. Your Website

Create a dedicated “Patient Stories” page and sprinkle testimonials throughout your site:

  • Homepage

  • Service pages (e.g., Invisalign, dental implants)

  • About Us page

Make them visual—add before-and-after photos or short video clips if you can.

2. Social Media

Testimonials make powerful content. Post quotes with a smiling patient photo or short reels with video testimonials. You can even create a “Testimonial Tuesday” series.

3. Google My Business

Encourage patients to leave reviews on your GMB profile. These appear directly in search results, influencing new patients before they even visit your website.

4. Email Newsletters

Feature a “Patient of the Month” story or include snippets of testimonials to reinforce your community feel and trustworthiness.


Step 3: Leveraging Testimonials to Grow Your Practice

Once you’ve collected and displayed your testimonials, it’s time to use them strategically.

Highlight Specific Services

If someone had a great experience with teeth whitening, feature their story on that service page or in related ads.

Use Testimonials in Ads

Whether you’re running Facebook ads or Google Ads, including quotes from happy patients adds authenticity—and can improve click-through rates.

Train Your Team

Your front desk staff and treatment coordinators can reference testimonials during consultations to ease concerns or objections.

“You’re not the only one who was nervous about getting implants. Actually, one of our patients, Mark, felt the same way…”


Real-Life Example: How Dr. Kim Grew Her Practice by 30%

Dr. Kim, a family dentist in Austin, was getting great feedback in person but barely had any online reviews. She started sending follow-up emails with a simple ask:
“Would you be willing to share a few words about your experience?”

Within 6 months:

  • She received 65+ new Google reviews

  • Created a testimonial section on her homepage

  • Shared weekly video clips on Instagram featuring patient shout-outs

The result? A 30% increase in new patient bookings—and countless walk-ins saying, “I saw your reviews and just knew you were the one.”


Conclusion: Your Patients Are Your Best Promoters

There’s no marketing tool more authentic than the voice of a happy patient. By actively collecting, showcasing, and leveraging testimonials, you can create trust before patients even step through your door.

So don’t let those great experiences go unshared. Make testimonials part of your growth strategy—and let your patients help tell the story of your practice.


FAQ: Using Patient Testimonials for Dental Practices

1. Are patient testimonials more effective than regular ads?
Yes! Testimonials build trust faster and feel more genuine than traditional advertising, especially for healthcare services.

2. Can I use a patient’s photo or video in my marketing?
Only with their written consent. Always have a media release or testimonial consent form signed.

3. Where should I display testimonials for best results?
Start with your website, Google profile, and social media platforms. Each touchpoint increases exposure.

4. What if a patient writes a negative review?
Respond professionally, acknowledge their concerns, and try to resolve the issue. It shows integrity and builds credibility.

5. Should I use written or video testimonials?
Both! Written testimonials are easier to collect and display, while videos offer emotional impact and engagement.

6. How many testimonials should I aim to collect?
Aim for consistency over quantity. A steady flow of fresh reviews (even just 2–3 per month) is better than 50 that are years old.

7. Do testimonials help with SEO?
Yes. Google reviews in particular improve your local SEO ranking and visibility on Maps.

8. Can I help a patient write their testimonial?
You can guide them with questions or prompts, but their words should be authentic. Never script or fabricate testimonials.

9. Is it okay to incentivize testimonials?
In many jurisdictions, offering incentives for reviews (like discounts) may violate guidelines. Check local regulations or platform policies.

10. What tools can help me collect testimonials easily?
Try platforms like Swell, Podium, or Birdeye to automate review requests and manage feedback.