Reviews are the cheapest marketing a dental clinic has today — and one of the most powerful. They're a core part of how to systematically get new patients, because they decide whether someone tries you at all. Below is a concrete system for when and how to ask, what to do (and not do), and how to handle negative reviews.
Short answer: how to collect reviews systematically
You don't get reviews by chance, but through a process. Ask every happy patient right after treatment, hand them a direct link, and remind them gently within two days. Three simple steps:
- Ask at the right moment — out loud in the chair, when the patient is clearly happy.
- Send a direct link — an SMS or email with a "rate us on Google" link, so the patient doesn't have to search for anything.
- Remind once, politely — within 48 hours, while the experience is fresh.
Why reviews decide whether a patient picks you
A patient can't verify a dentist's quality in advance, so they rely on other people's experiences. A profile with 120 reviews and a 4.8 rating feels far more trustworthy than one with eight reviews, even if the dentist is just as good. Most people read a few of the latest reviews and form an impression from a handful of sentences. Recency matters: a three-year-old review persuades less than ten reviews from the last six months.
When and how to ask a patient for a review
The most effective moment is right after a successful treatment, while the patient is happy and grateful — not a week later, once the experience has cooled. A two-step combination works: a personal request in the clinic followed by a direct link.
| Method | When | Why it works |
|---|---|---|
| Personal request in the chair | Right after treatment | The patient is happy and finds it harder to refuse |
| SMS with a direct link | Same day or the next | High open rate, one click to rate |
| Email with a link | Within 48 hours | Room for a few sentences, easy to remind |
| QR code at reception | At payment / on the way out | Scanned straight from the phone, no searching |
Tip: cut the path to the minimum. Send the exact link for writing a review (you can generate a short link in Google Business Profile) so the patient doesn't have to find your profile on Maps.
What you may (not) do — Google's rules and ethics
The rules are simple: ask for honest feedback, don't buy it. Google bans rewards for reviews (a discount, gift or prize draw in exchange for a rating) and so-called "review gating" — filtering, where you only ask happy patients and steer unhappy ones elsewhere. Google can delete such reviews and penalise the profile.
- Ask every patient for a review equally, not just the enthusiastic ones.
- Don't offer a reward or discount in exchange for a rating.
- Don't write reviews yourself or have staff or family write them.
- Respect privacy — never mention a diagnosis or treatment details in your reply.
How to respond to negative reviews
Always reply to a negative review — calmly, politely and to the point. It isn't only the upset patient reading it, but a hundred more people deciding whether to come to you. Thank them for the feedback, show regret, don't reveal any health details (you'd breach confidentiality), and move the resolution off the public page — by phone or email. A calm, human reply often makes a better impression than the star rating itself. One or two critical reviews among dozens of positive ones actually make you look authentic.
How reviews help in Google Maps and branding
Reviews aren't only about trust — they're one of the signals Google uses to rank clinics in Maps. A higher count, a better rating and, above all, a steady stream of new reviews help you climb; if your clinic isn't showing in Google Maps, a weak review profile is often one of the causes. Reviews are also part of your brand: consistently good ratings are proof that helps you stand out from nearby competitors.
A system that collects reviews automatically
Asking manually works, but in the rush at reception it's easily forgotten. The answer is a system that automatically sends the patient an SMS or email with a link at the right moment after their visit — without anyone having to remember. That's exactly what our Reputačný štít service for automated review collection handles. If you have few reviews and want to understand why patients aren't leaving them, read our piece on why a clinic has few reviews and how to change it.
Happy patients cancel fewer appointments
Asking for reviews has a pleasant side effect: a patient who has just left a compliment feels more committed and is more likely to show up for the next appointment. Reviews therefore indirectly reduce cancellations (no-shows) — and every missed appointment is a loss you can prevent.