Responding to Online Reviews and Comments

What is one of the first things you do before purchasing a new product or service? Like many people, you probably check online reviews or social media to see what other people have to say about it. Whether you’re considering a new restaurant, a car, or even a dentist, those comments can make or break your decision.

What is one of the first things you do before purchasing a new product or service? Like many people, you probably check online reviews or social media to see what other people have to say about it. Whether you’re considering a new restaurant, a car, or even a dentist, those comments can make or break your decision.
 
Review sites and social media like Yelp, Google reviews, Facebook, or ZocDoc are often a patient's first impression of you, so it's critical to understand how to utilize them effectively. In this month’s Brush Up, we offer tips and best practices for responding to online comments and reviews about your dental practice.
 
If you do this well, review sites can be a powerful resource to help bring in new patients and keep current ones happy.
 

Make It Routine

 
First and foremost, you have to know what is being said on these sites about your practice. Just as consumers and patients check online reviews and social media regularly, so should you and your team. If you haven't checked your social media mentions and online reviews in a long time, make that a regular part of your routine. If you don’t know what people are saying, you can’t respond.
 

Acknowledge All Comments

 
A good rule of thumb is to acknowledge all comments. Whether they are good, bad, or indifferent, they all have something to offer your practice. Knowing how to reply to either scenario is important.
If it's a simple, positive comment that doesn't really warrant a written response it can always be "liked" (example: if someone comments a smiley face emoji or says something simple and complimentary, like "great service!"). This works for review sites like Yelp or Google Reviews, as well as social media! Liking a comment is a simple acknowledgement to the person who went out of their way to say something nice.
If it's a comment or question that can be acknowledged with a simple written response - respond directly. This could be just saying “Thank you!” or answering basic questions, like your office hours. It’s an easy way to engage with your audience and make sure you’re providing useful information to those who need it.
Address Negative Comments 
 
We all know that these platforms can be a popular venue for complaints - whether they're warranted or not. Instead of ignoring them, it’s important to engage constructively with these comments. Whenever you see a negative comment, address it publicly, professionally, and quickly - then pull the conversation offline. This shows other users that you are responsive and eager to help, without getting into a public discussion or debate about the specific situation.
 
The best response is to simply acknowledge the issue, say that you would like to learn more, and tell them how to reach out to you privately (direct message, email, or phone number).
 

Tell People Where To Find You

 
Sometimes, despite positive experiences, even the most loyal patients don’t leave reviews. One reason for that could simply be that they don’t know it’s an option! A simple way to make sure your patients are aware that you are on these sites, and welcome feedback, is to put a sign at the reception desk telling patients where to find you, with the logos of each site (Yelp, Facebook, Instagram, etc.) and name of your page.  
You can also easily request a “Find Us On Yelp” sticker by filling out this form.
 
Word of mouth is a powerful tool, and these conversations will happen with or without your participation - so it’s always best if you can join the conversation and help shape the perception of your practice. It’s a valuable way to build your brand and reputation, as well as your relationships with your patients.