Not all patients are created equal. If you’re working on the long-term health and value of your dental practice, you’re not just looking for any new patient. You’re looking for the right kind of patient. The kind who sees you as their dental home. The kind who completes treatment plans, refers their friends and family, and stays with you for years.
We call these perpetual patients.
Patient Categories
Most practices can identify three broad patient types.
Transient patients are often here in a hurry. They might book for an emergency or a one-off service and then move on. They do not engage in ongoing care, they are price-sensitive, and they tend not to return.
Loyal patients trust your practice. They choose you for their treatment, accept advice, and spend all their dental dollars with you. However, they may not attend regular recall visits or keep up with preventive care. Their loyalty is emotional and transactional, but not always proactive. They know you, like you, and recommend you to others, but they do not always prioritise consistent maintenance.
Perpetual patients are your ideal patients when building a strong patient base. They book regular recalls and hygiene appointments, and avoid cancelling. They accept and complete treatment plans. They stay with your practice for the long term. They forgive occasional delays or disruptions and they refer others without hesitation. Their lifetime value to your practice is enormous, not only in financial terms, but also in the stability and positivity they bring to your team and day-to-day operations.
Before someone becomes a perpetual patient, they need to find a practice that feels right. They are looking for a team they can trust. They want to be welcomed, receive trouble-free services, and be cared for. They look for consistent experiences across all touchpoints. They value the relationship they build with your team and practice.
They are not shopping around for the cheapest clean. They are seeking a reliable dental home, not a one-time transaction.
This is why your messaging matters. Perpetual patients are often turned off by offers that appear too cheap or promotional. If you were looking for a cardiologist to help with a serious heart condition, and you found one offering free initial consults and the lowest prices in town, would that build your confidence? Probably not. You would question why they were advertising this way. You would wonder whether they were truly capable. That kind of messaging does not signal trust or expertise. It raises concerns.
Perpetual patients approach dentistry in much the same way. They are not trying to save twenty dollars on a clean. They are trying to find a team they can rely on, for themselves and their family, over time.
This is where Google reviews can be incredibly powerful, when done right.
When a potential perpetual patient looks up your practice, they are looking for reassurance. They want to see, through the words of others, what it feels like to be in your care. They are not looking for clinical results. They are looking for signs that you might be the one – the next dental practice they will stay with for years to come.
When they read, “The team were warm and welcoming,” or “The whole experience felt calm and professional,” or “Everyone took their time and made sure I was comfortable,” those are the signals they are searching for. These kinds of reviews speak to the heart of what influences patients to convert from their own dentist to a new one.
Of course, in Australia, you cannot publish reviews that include references to treatment outcomes, clinical success, or comparisons. Therefore, it’s essential to guide your patients in sharing their experiences in a manner that complies with the law while still fostering trust.
Here is a simple and compliant guide you can provide your patients:
We’re so glad you chose to visit us, and if you’ve had a positive experience, we’d love it if you shared a few words in a Google review. It means a lot to our team, and it can be incredibly helpful to others in the community who are looking for a dental team they can trust.
To make sure we follow Australian health advertising guidelines, we ask that you please avoid mentioning any specific treatments or outcomes in your review.
Instead, you might like to share things like:
- How you felt when you arrived or were greeted
- How easy it was to book or get in touch with us
- What the atmosphere or team energy felt like
- What made the experience feel comfortable or reassuring
- Why you’d feel happy recommending us to a friend or family member
“Thank you for taking the time to share your thoughts. Your kind words can help someone else feel more confident in taking that first step towards their own care.”
The right kind of reviews speak to the right kind of patients. Perpetual patients are not drawn in by flashy deals or last-minute offers. They are drawn in by trust, care, and consistency. When your reviews reflect the experience you provide, you give prospective patients the confidence to take the next step. That is how you grow a practice of long-term value.