The rule: never confirm they’re a patient
Don’t say "we’re sorry your crown came loose" or "we remember your visit". Both confirm a patient relationship. Write replies that would make sense whether or not the reviewer was ever seen at the practice.
Positive reviews
A short, warm thank-you is enough: "Thank you for taking the time to leave a review. We’re glad you had a good experience with the team." Avoid mentioning the treatment, the clinician or the date.
Negative reviews
Acknowledge, don’t discuss, and move it offline: "We’re sorry to read this. We take all feedback seriously and would welcome the chance to talk. Please contact the practice manager on [number]." Never argue the facts in public.
Have one approved approach
Agree a small set of reply templates with the practice manager, and personalise only the parts that are safe. That keeps replies consistent whoever writes them. Check your approach against GDC guidance on confidentiality and your indemnity provider’s advice.
Keep reviews coming in
Ask patients for reviews in a way that doesn’t offer anything in return, which breaks Google’s rules. A card or text after the appointment with a direct link works well.
Reviews are one part of what wins dental searches. The local SEO guide for dentists covers treatment pages, NHS and private information and the rest. The free audit checks how your profile looks today.
The thing that compounds in local SEO is the boring work of getting the fundamentals right, and keeping them right, month after month.