The Role of Social Proof in Modern Dentistry

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Nearly every consumer decision begins with an online search. In fact, a recent consumer survey suggests that about 96% of all consumers are using reviews in some way. It makes sense that patients searching for a new dentist are turning to Google and other review platforms before ever picking up the phone. The rise of digital dentistry, where technology enhances everything from scheduling to diagnostics, has also changed the way patients seek and select dental care. That makes social reviews, particularly on Google (the same consumer survey showed that 83% of people are using Google reviews), one of the most powerful tools for connecting dentists with new patients. 

Why Google Reviews matter for dentists

When a patient types “dentist near me” into a search engine, they’re met with a tailored list of results influenced by several factors, but reviews are front and center. Google’s algorithm is designed to deliver not just accurate results, but trustworthy ones. It does this in part by weighing the quantity and quality of reviews associated with a dental practice, favoring recent ones. Dentists with a high number of positive reviews are not only more visible in search results, but they’re also perceived as more reputable by potential patients. A single five-star review might not move the needle, but consistent, authentic feedback from happy patients builds credibility in a way that no amount of traditional advertising can replicate.

How reviews influence Google’s local search rankings

Google looks at three key areas when determining local rankings: relevance, distance, and prominence. While you can’t change where your dental office is located, you can influence your prominence — how well-known your practice is online. That’s where social reviews come in. They increase your visibility, signal trust to the algorithm, and show Google that your practice is active, engaged, and worthy of being seen. Moreover, when dentists reply to patient reviews — whether they’re glowing or less than perfect — it shows responsiveness and care; two qualities prospective patients deeply value. Fact: 4.2-4.5 star ratings also boost you in Google’s algorithm, helping your practice get to that first page of search results.

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See it in action with your new patient

For example, let’s follow a patient named Blair through a typical experience. Blair has just relocated to a new city and needs to find a dentist for an overdue check-up. With no personal referrals, Blair turns to what most people do — Google. Searching “top-rated dentist near me” yields dozens of results, but Blair’s eyes are drawn to practices with four-and-a-half stars or more, with at least a few dozen reviews. One listing stands out: the dentist’s profile includes not only a high rating but also recent patient comments about the office’s calming atmosphere, the dentist’s attention to detail, and how smoothly insurance claims were handled. Blair clicks through several reviews, noticing a consistent theme of professionalism and warmth. One review mentions how the dentist followed up personally after a procedure — Blair is sold. Within minutes, an appointment is booked, all thanks to the power of patient stories shared online.

Your happy patients are your best advocates

This kind of digital word-of-mouth is what sets successful dental practices apart. It’s not just about ranking high on a search page. It’s about building a reputation that speaks for itself. Social proof — real feedback from real patients — gives potential patients the confidence they need to take that next step. And in a field like dentistry, where trust and comfort are paramount, that confidence is everything.

Happy patients truly are your best advocates. When a patient has a positive experience with their dentist, whether it’s a painless root canal or a warm interaction at the front desk, and they share that story online, it becomes a lasting testimonial.

How to encourage more patient reviews

Encouraging reviews doesn’t have to be complicated. A friendly reminder after an appointment, a follow-up email with a link to leave feedback, or a simple thank-you when someone takes the time to share their experience — all of these small actions can go a long way. Patient engagement software can make this easier, with automated feedback surveys that prompt patients giving positive feedback to also give a public review. And when a patient sees their dentist respond with genuine appreciation or a thoughtful reply, it deepens the connection and increases the likelihood of long-term loyalty.

In the end, digital dentistry is not just about the latest imaging technology or AI-driven scheduling. It’s about meeting patients where they’re at. And more often than not, where they are is online, searching for a dentist they can trust. Make sure your happy patients are helping others find their way to your door!

Intiveo offers resources to help

Intiveo offers a number of free resources to support dental and oral surgery practices, including our guide, 4 Ways to Maximize Online Reviews. Check out interviews with industry leaders on our podcast, The Patient Experience Blueprint.

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