BEYOND THE CHAIR
3 THINGS YOU NEED TO DO
In order to tackle this problem and win the
no-show game, here are three things you
need to do.
First, clean up your Google listings
immediately. Without fail, of the thousands
of clients who work with us, 99.99% come
through the door with multiple practice listings on Google. This is problematic for a
number of reasons.
• If you have multiple listings, Google views
you as trying to “game the system” to gain
more exposure. Ultimately, Google won’t
show your practice or will remove you
• From your patients’ perspective, they either can’t find you to review you or get
confused because they see multiple pages.
This makes them feel frustrated and overwhelmed, so they don’t leave a review.
• It just plain looks bad. Most times, the
doctor and practice names are misspelled
or contain misinformation. No patient is
going to accept treatment from a business
that can’t organize its own brand name
Second, do not ask every patient for a Google
review, and do not automate your Google review
process. Heed this warning! Consider how negative and
one-star reviews typically happen. They come from
people who you didn’t know were unhappy. Now, you
know who your happy patients are, so you simply have
to ask them. Use simple scripting and systems that allow
patients to use their smartphones to review you right in
the chair! As the doctor, you need to lead by example,
and the entire staff needs to be onboard with this. Getting five-star reviews on Google is a team effort. Start
asking your happy patients, and before you know it, you’ll
be at more than 100 reviews and counting!
Third, start getting “six-star reviews.” What are
six-star reviews? These are emotionally based patient
videos describing amazing experiences with your practice. These aren’t your typical testimonial videos that
you see most practices use, nor are they clinical videos
that make patients’ eyes glaze over. Six-star reviews are
• Keywords—Any five-year-old can post a video these
days, so you have to have proper keywords and optimization for your patients to see the video. Make sure
you include the keywords for your services and area!
• Emotion-based response—The patient should
describe his or her experience unscripted and natu-
rally. For example, the patient may say, “Since having
my dental implants placed, I can now smile in a family
photo and go out to eat without fear of being
• You Tube channel branding—Set up a You Tube
channel. Make sure it’s set up properly with full contact
information, image branding, and website informa-
tion. Most dental practices have this set up improperly
(or not at all).
Remember, you lose an estimated 17% of your patient
base to attrition—which includes patient loss due to
moves, deaths, and dissatisfaction. 5 This makes no-shows
hurt even more. Please use the tools above and start
keeping satisfied patients coming in the door!
1. Epstein M. People trust Google for
their news more than the actual
news. Quartz website. https://qz.
for-their-news-more-than-the-actual-news/. Published January
18, 2016. Accessed September 6,
2. Statistics based on 2016 Local
Search For Dentists internal data.
3. Local Customer Review Survey
2016. BrightLocal website. https://
Accessed September 7, 2017.
4. Local Customer Review Survey
2012. BrightLocal website. https://
September 7, 2017.
5. The most important number—the
active patient count. Henry Schein
Professional Practice Transitions.
September 18, 2017.
If you have multiple
views you as trying
to “game the
system” to gain
your practice or
will remove you