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Short answer: the practices with the most reviews simply ask every patient, every day, with a direct link sent by text shortly after the visit. Do not offer anything in return, do not ask only happy patients, and do not tell patients what to write. Reply to every review in general terms that never confirm the person is a patient.
- Google says review count and score factor into local ranking.
- Google prohibits incentives for reviews, selectively asking happy patients, and asking staff to collect a set number of reviews or reviews naming them.
- The FTC's rule on consumer reviews, in effect since October 2024, allows civil penalties for fake reviews, review suppression and reviews bought for a particular sentiment.
- Dental practices have paid HIPAA settlements for revealing patient details in review replies.
Why do Google reviews matter so much for dentists?
Reviews do two jobs. Google states that review count and review score factor into local ranking,1 so they help you appear in the map pack. Then, once you appear, they are often the deciding factor between you and the two practices shown beside you. A practice with a recent flow of detailed reviews looks open, busy and trusted. One with old reviews looks like it might have closed.
Recency matters as much as the total. A steady few reviews a week beat a burst of fifty followed by silence. Our guide to ranking in the Google map pack explains how reviews fit with the other factors.
What is the simplest system for getting more dental reviews?
- Get your direct review link.In your Google Business Profile, find "Ask for reviews" and copy the short link. It opens the review box directly.
- Send it by text after every visit.Within a few hours of the appointment, from the practice number or your patient communication software, to every patient. Text gets far more responses than email.
- Mention it at checkout."We would really appreciate a Google review if you have a minute later. We'll text you the link." Then let them leave. Do not ask them to do it in the office.
- Make it someone's job, not a quota.One person checks the texts go out each day. Google now prohibits asking staff to solicit a certain number of reviews.2
- Reply to every review within a few days.Thank positive reviewers in general terms and handle negative ones as described below.
Most patient communication platforms can send review requests automatically after each completed appointment. Turn it on for every patient, not a filtered list.
What does Google prohibit when asking for reviews?
Google's prohibited and restricted content policy for Maps lists several practices that get reviews removed.2
| Not allowed | Allowed instead |
|---|---|
| Offering a discount, gift card, raffle entry or free whitening for a review | Asking every patient for an honest review with nothing in return |
| Asking only patients you think are happy ("review gating") | Sending the same request to every patient |
| Pressuring patients to leave a review while in the office | Mentioning it at checkout and texting the link afterwards |
| Asking patients to mention a staff member or a treatment | Letting patients write whatever they want |
| Setting staff quotas for reviews | Making one person responsible for sending requests |
| Reviews from staff, family or other businesses you control | Reviews from genuine patients only |
What does the FTC rule on reviews mean for a dental practice?
The FTC's final rule on consumer reviews and testimonials took effect on October 21, 2024.3 It bans fake reviews, buying reviews, offering incentives conditioned on a positive or negative review, undisclosed reviews from staff or insiders, and suppressing negative reviews through threats or by implying that a filtered set represents all reviews. Courts can impose civil penalties of more than $50,000 per violation.
In practice: never buy reviews, never write them, never have staff post them, and if your website shows a selection of reviews, do not imply it is all of them.
How do you reply to dental reviews without breaking HIPAA?
Replying to a review is not itself prohibited, but confirming that someone is a patient, or mentioning their treatment, can be a disclosure of protected health information. Two dental practices have paid HHS settlements over review replies: Elite Dental Associates in Dallas paid $10,000 in 2019 after disclosing patients' names, treatment plans, insurance and costs in Yelp replies,4 and New Vision Dental in California paid $23,000 over similar replies.5
| Avoid | Safer reply |
|---|---|
| "Thanks Maria, we're glad your crown fitted well!" | "Thank you for the kind words. Our team works hard to make every visit comfortable." |
| "You missed two appointments and still owe a balance." | "We're sorry to hear this. We take all feedback seriously. Please call our office manager at [number] so we can talk directly." |
| "As we explained at your visit, the implant needed a graft." | "We'd welcome the chance to discuss your concerns privately. Please contact our office." |
Never reply in anger, and never reply on the same day to a review that upsets you. Draft the reply, wait, and have a second person read it before posting.
We will audit your profile, review requests and replies and send you a compliant setup plan, free.
What should you do about a bad or fake review?
- Check whether it breaks Google's rules.Reviews that are spam, off-topic, from competitors or former employees, or contain hate speech can be reported for removal from your Business Profile.
- If it is a genuine complaint, reply calmly and take it offline.A measured reply often reassures future patients more than the complaint worries them.
- Fix the cause.If several reviews mention the same problem, such as billing surprises or long waits, that is useful information.
- Do not offer anything to have it removed.Offering incentives for removing a negative review is itself prohibited by Google.2
- Let new reviews dilute it.The best answer to one bad review is fifty recent good ones from your steady system.
Reviews also feed what AI assistants say about your practice; see how dentists show up in AI search. For the full reputation and local SEO service, see dental SEO.
Frequently asked questions
How can a dental practice get more Google reviews?
Can dentists offer incentives for Google reviews?
Is it allowed to ask only happy patients for reviews?
Can a dentist reply to a Google review under HIPAA?
How do I remove a fake review from my dental Google listing?
Sources
- Google Business Profile Help, How to improve your local ranking on Google
- Google Maps, Prohibited and restricted content
- Dvorak Law Group, FTC final rule on fake reviews and testimonials now in effect
- Fierce Healthcare, Dental practice pays $10K to settle complaint it disclosed patient information on Yelp
- HIPAA Journal, OCR fines California dental practice for PHI disclosures on Yelp
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Abdullah sets up review and local SEO systems for dental practices. This guide is general information, not legal advice; check HIPAA and state rules with your own advisor. The Dental Marketing Firm works only with dental practices, from 3925 W North Ave, Chicago.
Last updated November 6, 2026.
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