ADVICE
ASK ALEX
How can I make the most of the reviews for my clinic?
Nobody disputes that reviews are good for your clinic. We all know we should be asking for them, replying to them and sharing them. Lots of practitioners already have solid reviews but aren’t convinced they’re actually doing very much. They’re sitting on Google, quietly accumulating, but they don’t feel like they’re driving bookings or making a noticeable difference to the business.
Reviews are often one of the very first things a potential patient sees. They influence whether you show up locally, whether someone clicks through to your website, and whether they feel confident enough to enquire at all.
If you’ve ever wondered why a patient chose another clinic despite similar treatments, prices and qualifications, reviews are usually part of the answer. Not because yours are bad, but because you’re not making the most of them.
WHY REVIEWS SHOW UP EARLIER
A few years ago, reviews mainly came into play once someone was already on your website. Now they appear much earlier. Google Maps, local search results, booking platforms and even social media often surface reviews before your homepage ever gets a look-in.
When someone searches “aesthetic clinic near me” or “skin clinic in [town name]”, your star rating, how many reviews you have, and how recent they are all affect whether you appear. Reviews are now part of local SEO, whether you’ve actively worked on them or not.
For local clinics, this matters more than ever. Most patients aren’t looking for the biggest brand. They’re looking for the safest, most reliable option close to home. Reviews quietly do a lot of that reassurance work for you.
WHAT PATIENTS ARE ACTUALLY READING
Patients don’t just scan for five stars. They read reviews to answer very human questions. Do people feel listened to? Does the practitioner explain things clearly? Does anyone mention feeling rushed or pressured?
One throwaway comment about feeling uncomfortable can undo weeks of polished marketing. On the other hand, a thoughtful review describing how someone was put at ease during their consultation can be more persuasive than any advert.
A small mix of four- and five-star reviews often feels more believable than a wall of perfection. Don’t worry about 5.0 scoring, aiming for 4.5 to 4.8 has been shown to be more trustworthy.
USING REVIEWS ON SOCIAL MEDIA
Reviews can easily feed your social media, without you having to invent anything.
A single review might inspire a post about first-time nerves, a reel about your consultation style, or a caption about aftercare. Using real patient language instantly makes your content feel more grounded and less sales-led.
You don’t need to screenshot Google reviews every time. You can anonymise quotes, paraphrase themes, or talk about patterns you see in feedback. Saying “patients often tell us they felt nervous before their first appointment” lands far better when it’s rooted in real life experiences.
Reviews also work exceptionally well in paid social. A genuine quote paired with a calm image of your clinic or team often outperforms glossy promotional messaging, particularly for local audiences.
HOW TO ASK FOR REVIEWS WITHOUT CRINGING
This is where many practitioners hesitate. Asking for a review can feel uncomfortable, especially if self-promotion doesn’t come naturally. The key is timing and tone.
The best moment to ask is when a patient is already expressing satisfaction. Not weeks later and not buried in a generic follow-up email. A simple, human prompt works far better than anything scripted. If you want a simple approach, focus on:
• Asking in person when it feels appropriate, then following up with a direct link
• Explaining that reviews help other patients make informed decisions
• Responding to every review so patients can see you’re present
WHY REPLYING HELPS YOUR VISIBILITY
Replying to Google reviews is polite and strategic. Google looks at engagement. When you respond using natural language and reference your clinic or services, you reinforce your relevance for local searches. You’re also showing prospective patients that you’re attentive and professional.
A QUICK WORD ON NEGATIVE REVIEWS
You will get one at some point. Everyone does.
What matters isn’t the review itself, but how you respond. A calm measured reply that acknowledges the concern and moves the conversation offline often reassures future patients more than a wall of praise.
In an industry full of AI-written captions, filtered images and increasingly polished marketing, reviews remain refreshingly human. If you’re not already, start treating reviews as an active part of your marketing, not something that just happens in the background.
ALEX BUGG
Alex Bugg works for Web Marketing Clinic, a family-run digital agency, which specialises in medical aesthetics. The business builds websites and delivers marketing campaigns for doctors, nurses, dentists, distributors and brands. Contact her at: alex@webmarketingclinic.co.uk or follow her on Instagram: @webmarketingclinic