Hey there, Jason Koeppe here from SurePath Digital.
Let's take a tour of how most clinics "ask" for reviews.
Exhibit A: a laminated sign at the front desk that says "Love us? Review us on Google!" with a QR code that's been slightly sun-bleached since 2023.
Exhibit B: the doctor, at the end of a visit, mumbling "if you get a chance, a review would be great" while already halfway out the door.
Exhibit C: the "$10 off your next visit for a 5-star review!" email. (Oh no.)
Meanwhile, the clinic across town has 400 reviews and a 4.8, and you're wondering if they're paying people. Probably they just ask better.
Reviews matter for two reasons. People read them before they book, and Google and AI assistants lean on them when deciding who to show. (More on the AI side in How to Get Your Clinic Recommended by ChatGPT.)
So let's get you more of them, the right way.
What Google actually allows (and what gets reviews removed)
Before the system, the rules. These come straight from Google's Maps User Generated Content Policy on prohibited and restricted content (Google Maps Help).
Here's what Google says merchants may not do:
- Offer incentives. The policy names "payment, discounts, free goods and/or services" in exchange for posting a review. So no gift cards, no "$10 off," no raffle entries.
- Discourage negative reviews or "selectively solicit positive reviews from customers." This is the one that catches a lot of clinics (more below).
- Pressure people to review while on the premises. The policy says merchants "should not require or pressure users to leave ratings or write reviews while on the premises."
- Request specific content. That includes asking staff to get reviews "that include specific content, including content that identifies a staff member." So "Mention Dr. Smith by name!" is out.
- Set staff review quotas. "Merchants requesting that staff solicit a certain number of reviews" is listed right there in the policy.
- Post reviews with a conflict of interest. Current or former employees, family and competitors don't get to review you. Sorry, Mom.
And here's what Google says you may do: "Solicit or encourage the posting of content that does represent a genuine experience, without offering incentives to do so or attempting to influence the rating or the contents of the review."
Translation: ask nicely, ask everybody, and let them say whatever they want.
The review gating trap
Review gating is when you ask "How was your visit?" first, then send the thumbs-up people to Google and the thumbs-down people to a private feedback form.
It sounds clever, and some review tools offer it as a feature. But it's selectively soliciting positive reviews, which is exactly what the policy prohibits.
If your current review software asks "Would you recommend us?" before showing the Google link, go check your settings today.
The FAIR Ask: a review system that runs itself
Choose a moment in the patient experience when everyone gets the same invitation to review you. FAIR keeps that invitation consistent and gives your team a routine for responding.
F: Fair to everyone
Every patient gets the same ask, sent by the same rule. You don't pick and choose based on who seemed happy.
That's the policy requirement, and it's also good for you. A profile with nothing but glowing five-stars can look suspicious to real people. A 4.7 with a few honest "parking was a pain" reviews looks like a real place.
A: At the right moment
Pick one consistent trigger in the patient's journey and send the ask then. A few that work for clinics:
- The evening after the first visit (fresh memory, first impression)
- After a set visit number, like the third visit
- When a plan or package is completed
Choose based on your practice, then apply it to everyone. The point is consistency. Don't time it to "the day they told us they felt great," because that's choosing happy patients again, just with extra steps.
And send it after they've left. Not in the lobby, not on an iPad at checkout, not while the front desk watches. Google's policy specifically calls out pressure on the premises.
I: Instant link (one tap, by text)
Every extra step loses people. "Go to Google, search for us, find the reviews, tap write a review..." Nope. They're gone.
Get your direct review link from your Google Business Profile (look for "Ask for reviews" or "Get more reviews") and put it in a text:
"Hi Linda, it's Amanda at Riverside Wellness. Thanks for coming in today! If you have a minute, would you leave us a Google review? It helps other people in town find us. [review link] (Reply STOP to opt out.)"
What's good about it:
- It's from a real person at the clinic
- It asks once, politely
- It doesn't hint at a rating or suggest what to write
- No mention of her visit, condition or treatment
Automate it in your CRM so it doesn't depend on someone remembering at 5:58 PM on a Friday. Add one gentle reminder a few days later for people who didn't tap the link, then stop.
R: Reply to every review
Replying shows future patients there's a human paying attention. Do it within a few days, and keep it short.
Here's the clinic-specific catch. Never confirm that a reviewer is a patient, and never mention their care, even if they did first. Patient privacy rules still apply in the reply box. Run your reply templates past whoever handles compliance for your practice.
| Review type | Reply template |
|---|---|
| Positive | "Thank you so much for the kind words, Linda! We appreciate you taking the time." |
| Mixed | "Thanks for the feedback. We're always working to improve, and we'd love to hear more. Please call our office manager at [number]." |
| Negative | "We're sorry to hear this. We take feedback seriously and would like to talk. Please call our office manager directly at [number]." |
Notice what the negative reply leaves out. No "Per your visit on March 3rd..." No arguing in public. Take it offline, every time.
A 10-minute review cleanup you can do today
- Check your review tool's settings for any "rate us first" step. Turn off gating.
- Kill any review incentive in emails, signs or scripts.
- Take down the front-desk iPad review station if you have one.
- Drop staff review quotas and any "mention my name" asks.
- Grab your one-tap review link from your Google Business Profile.
- Write your reply templates and get them approved.
Then turn on the automated ask.
Your recent happy patients from a reactivation campaign are fair game too, as long as everyone in that batch gets the same ask. And put your best reviews (with permission and within your profession's rules) next to the booking button on your website. That's Leak 4 in the six places patients leak out of a clinic website.
What happens when reviews come in on autopilot
A steady stream of reviews makes a good experience visible, which is a big deal when someone's comparing three clinics on their phone.
Reviews are one part of our wider work with 125+ clients, whose ROI increases an average of 71% in their first three months. The systems we use across that work have supported approximately $85M in collective client sales.
For a broader clinic example, read about the doctor who achieved a 1,010% ROI. Three weeks from closing his only clinic when we started, he was planning to open and fill a new location every quarter less than 60 days later.
If you'd rather we set up and run your review system for you, here's how we work together.
Frequently asked questions
How can a clinic get more Google reviews?
Ask every patient, consistently, at a set point in their care, and make it easy. A short text with a one-tap link to your Google review form works better than a sign at the front desk. Automate the send so it doesn't depend on someone remembering, and reply to every review you get.
Can I offer a discount or gift card for a Google review?
No. Google's Maps user-generated content policy says merchants may not offer incentives, such as payment, discounts or free goods or services, in exchange for posting a review. A raffle entry is still an incentive, so skip that too. Reviews posted because of an incentive can be removed.
What is review gating, and is it allowed?
Review gating is asking customers how their experience was first, then sending only the happy ones to Google and the unhappy ones to a private feedback form. Google's policy says merchants may not selectively solicit positive reviews or discourage negative ones, so gating isn't allowed. Ask everyone the same way.
How should a clinic respond to Google reviews?
Reply to every review within a few days, thank the person and keep it short. Never confirm that the reviewer is a patient, and never mention their visit, condition or treatment, even if they did. For negative reviews, invite them to call the office directly so the conversation happens privately.
Can our employees or their families leave us Google reviews?
They shouldn't. Google's policy lists content based on a conflict of interest, including current or former employment and family relationships, as rating manipulation. Those reviews can be removed. Ask your staff to share the review link with patients instead of writing reviews themselves.
What's your next move?
You don't need to beg, bribe or laminate anything. Ask everyone, at the same moment, with one tap, and reply to what comes in. That's the FAIR Ask.
Want it set up for your clinic? Book a call with me. We'll check your current review setup for policy problems and map out the automated ask.
Until next time, God bless and talk soon.
