Look, I’ve sat in enough clinics across Brisbane to know the drill. You’ve spent years studying, hundreds of thousands on a fit-out, and you’re bloody good at what you do.
But none of that matters if the first thing someone sees when they search for a physio, a GP, or a chiro in their suburb is a 3.2-star rating and a two-year-old complaint about the parking.
I’ve seen brilliant practitioners—people who literally change lives—struggling to fill their books. Meanwhile, the mediocre clinic three blocks away is flat out.
Why? Because they’ve mastered the one thing you’re probably ignoring: their online reputation.
Most health business owners think reviews are just a 'nice to have.' They think if they do a good job, the word will spread naturally.
Honestly? That’s rubbish. In 2024, your reputation isn't what you say it is. It’s what Google says it is.
The Myth of 'Good Work Speaks for Itself'
Let’s start with the biggest lie in the health industry. "If I provide great care, patients will come."
I wish that were true. But here’s the reality: People are terrified of making a bad choice when it comes to their health. They aren't looking for the 'best' doctor; they’re looking for the one that looks the least risky.
When someone’s back is out or they’re worried about a mole, they go to Google. They see three options.
1. Clinic A: 4.8 stars, 150 reviews, several from last week. 2. Clinic B: 4.1 stars, 12 reviews, the last one was from 2019. 3. Clinic C (You): 3.5 stars, 4 reviews, one of which is a rant from a guy who was annoyed the receptionist didn't have a spare phone charger.
Who do they call? It’s not you.
It doesn't matter if you have a PhD and the other guy barely passed his exams. To the person on the street, you look like a gamble. And nobody gambles with their health.
If you're wondering why your clinic isn't getting bookings, start by looking at your Google Business Profile. If it looks like a ghost town or a complaint department, you’re burning money every single day.
Why One Bad Review Is Costing You Five Figures
I had a chat with a dentist in Paddington a few months back. Lovely bloke. He was frustrated because his patient numbers had dipped.
We looked at his profile. He had one nasty 1-star review right at the top. A patient was upset about a billing error that wasn't even the dentist's fault.
He ignored it. "People will see it's just one cranky person," he told me.
He was wrong.
Think about it. A new patient for a dentist might be worth $300 on the first visit, but over five years? They’re worth thousands. If that one review scares off just two people a month, that’s tens of thousands of dollars in lost revenue every year.
Ignoring bad reviews isn't 'taking the high road.' It’s letting a stranger write your business plan.
You need to understand that reviews are costing you money if they aren't actively working for you. A stagnant profile tells potential patients that you’ve either closed down or you don't care. Neither is a good look.
The 'Recency' Trap
Here’s something most agencies won’t tell you. Google doesn't just care about your average score. It cares about how fresh your reviews are.
If your last 5-star review was from 2021, it’s basically useless.
Patients want to know what the experience is like now. Is the waiting room clean today? Is the new receptionist friendly? Is the parking still a nightmare?
If you aren't getting at least 2-3 new reviews every single month, you’re sliding down the rankings. Google likes active businesses. It wants to show its users the most relevant, popular options. If you’re silent, you’re invisible.
Stop Over-Complicating the Ask
I hear this all the time: "I don't want to bother my patients. It feels pushy."
Look, I get it. You’re a professional. You aren't a used car salesman. But here’s the thing—your happy patients actually want to help you. They just need you to make it easy for them.
If you ask a patient as they’re walking out the door, "Could you leave us a review sometime?", they’ll say yes and then forget the moment they hit the car park.
But if you have a system—a simple QR code at the desk or an automated text message sent an hour after their appointment—your strike rate will skyrocket.
It’s about getting more patients without having to spend a fortune on fancy ads. A solid bank of reviews is the cheapest and most effective marketing tool you will ever own.
How to Handle the 'Nutter' Reviews
We’ve all had them. The person who complains that the water in the cooler wasn't cold enough. The person who showed up 20 minutes late and was fuming that you couldn't see them.
You can’t delete these. (Unless they’re fake or abusive, but good luck getting Google to listen).
The mistake most health business owners make is getting defensive. They write a three-paragraph essay explaining why the patient is wrong.
Don't do that. It makes you look petty.
When you reply to a bad review, you aren't writing for the person who complained. They’re gone. You’re writing for the 500 people who are going to read that review over the next month.
You want to look like the adult in the room. "I’m sorry you had that experience, we pride ourselves on our service. Please give us a call so we can sort this out."
Done. Move on. Get five more 5-star reviews to bury it.
The Bottom Line
If you’re sitting in your clinic wondering why the phone isn't ringing, stop looking at your business cards and start looking at your phone. Search for what you do + your suburb.
If you wouldn't pick your own clinic based on what you see, why would a stranger?
Fixing your reviews isn't an overnight job. It takes a bit of a system and a bit of discipline. But in terms of the return on your time? It’s the best investment you’ll make this year.
If you want to chat about how to actually get this working without spending hours on it yourself, give us a shout at Local Marketing Group. We help local businesses get more calls and fewer headaches.
Check us out here: https://lmgroup.au/contact