Time Out: Negative Reviews – What Shall We Do? by Chris Baker

The questions you should be asking yourself if you are establishing a facial aesthetics business

by Chris Baker

Panic, panic! We’ve been left an awful review on Google, Defacto Dentists, Facebook, or in person. Admittedly, it isn’t the best feeling in the world, but the first thing to do is calm down. No good ever comes from responding to this type of communication in haste. There are a number of actions that you need to take to deal with this unfortunate situation.

Firstly, don’t ignore it. This is absolutely the worst thing that you can do. Reviews— good and bad—should always be responded to, unless they are offensive. Most of us don’t like confrontation, so we find bad reviews and this kind of feedback difficult. We take it as a rejection of us.

Depending upon how you received the review, this will dictate how you respond to it. Bad reviews in person are in many ways the hardest, because they are right in front of you. Listen, empathise, say what you will do to follow up or deal with their complaint, and then ensure that you do it.

If a bad review was left with the practice by email or telephone, follow up in person, if possible; if not, by telephone. Use email only as a last resort, because it can look like you are trying to avoid them. Again, listen, empathise, say what you will do to follow up or deal with their complaint, and then ensure that you do it.

If the review is online: As well as replying to the complainant, you are writing so that the rest of your audience and potential patients can see how professionally you act. Thank them for their feedback (and sound like you mean it, even if you don’t). Do not discuss any clinical case, and say that you cannot do so because of patient confidentiality.

Do not enter into a debate; even if you are right, the audience don’t know this and you will look petty. The only time we would recommend that you challenge the complaint is if you feel they have the wrong practice. (That’s surprisingly common—perhaps something to consider when you next rebrand!)

I have spoken to many practices that really struggle to not challenge the writer. If someone says something about you online that isn’t true and questions your professionalism, it is upsetting and the human reaction is to challenge the reviewer and their assertions. You must resist this! People will say things online that they would never in person and situations can quickly escalate. Swallow your pride and say, ‘I’m sorry we didn’t meet your expectations on this occasion’. Move on.

If a person has left a negative review on Google on behalf of someone else—mum, sister, etc.—contact Google immediately to have it removed. Google has very strict review policies and you cannot review a product or service you have not experienced personally.

Treat negative feedback as an opportunity to learn where you might be dropping the baton. We will all do that at times, and it is good to review policies and procedures.

If you deal with a negative review and make that patient happy again, it is very likely that you will have an evangelist for your practice who will tell everyone how great you are!

Chris Baker has more than 15 years of experience in marketing and public relations in the dental sector and is the owner of a specialist dental marketing agency, Corona Dental. He has advised on and executed plans for many dentists on ways to expand their practices through a wide range of tools including branding, online strategy, social media marketing, PR, advertising, printed and promotional materials, events and strategic alliances. Baker helps his clients leverage existing customers more effectively and carry out marketing with limited resources.