Dentaltown March 2021 - 59
by Michael Fitterer
Michael Fitterer is a senior
marketing manager at Sesame
Communications, a Henry
Schein One company. Fitterer
has amassed 15-plus years
of experience in marketing,
including a primary focus on
digital channels for the past
13 years. He has worked in both agency and in-house
roles based primarily in the United States, but also
including a two-year stint in Germany. An avid world
traveler and learner of new languages, a runner, and
an amateur soccer player and fan, he lives in the
Seattle area with his wife and three young children.
Online reviews hold immense power. They have the
potential to not only drive new patients to a dental practice
but also scare them away.
In the digital age, 51% of consumers use search engines
to look for dentists, according to Broadly data. The same
source found that 84% of people trust online reviews as
much as personal recommendations.
Naturally, reviews are not always positive; any practice
that has been in business for some time has dealt with an
unhappy patient. And it's not uncommon for disgruntled
patients to share their complaints online to try to dissuade
other people from becoming patients at that practice.
Yet, each negative review tells only one side of the story.
Often, there are key events or circumstances not apparent
in a reviewer's statement. Prospective patients want to get
the full picture of an event from both the patient and the
practice's perspective.
Responding to negative reviews is certainly not a fun
task, but doing so exhibits maturity and humility-traits
that patients expect from their dental provider. Here's a
suggested process for effectively responding to reviews
containing feedback that could initially be perceived as
being negative.
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Dentaltown March 2021
Table of Contents for the Digital Edition of Dentaltown March 2021
Dentaltown March 2021 - Intro
Dentaltown March 2021 - Cover1
Dentaltown March 2021 - Cover2
Dentaltown March 2021 - 1
Dentaltown March 2021 - 2
Dentaltown March 2021 - 3
Dentaltown March 2021 - 4
Dentaltown March 2021 - 5
Dentaltown March 2021 - 6
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Dentaltown March 2021 - Cover3
Dentaltown March 2021 - Cover4
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