But here is the challenge: AHPRA’s advertising guidelines restrict how medical practices can use testimonials in their marketing. This creates a paradox. Reviews are essential, but promoting them requires careful navigation.
The good news is that there is a clear, compliant path forward. You can build a robust review strategy that drives growth without crossing regulatory lines.
What AHPRA Actually Says About Reviews
Let us be precise about what the guidelines state, because there is significant confusion in the market:
What Is Restricted
- Using testimonials in advertising — you cannot feature patient testimonials in your advertising materials (website, social media ads, print materials, etc.)
- Soliciting testimonials for advertising purposes — asking patients to provide testimonials specifically for use in your marketing is restricted
- Using reviews that include clinical outcomes — reviews that reference specific treatment results can be problematic if you promote them
What Is Not Restricted
- Reviews existing on third party platforms — Google reviews, Healthshare reviews, and similar third party review platforms exist independently of your practice’s advertising
- Patients leaving reviews voluntarily — AHPRA does not and cannot prevent patients from sharing their experiences on public platforms
- Asking for feedback — requesting general feedback about the patient experience is different from soliciting testimonials for advertising
- Responding to reviews — engaging with reviews on third party platforms is acceptable and encouraged
The distinction is between using testimonials in your advertising materials versus patients voluntarily sharing their experiences on independent platforms.
This distinction is critical. Your strategy should focus on creating systems that encourage voluntary reviews on third party platforms, not on collecting testimonials for your own marketing materials.
The Compliant Review Framework
Step 1: Make Leaving a Review Effortless
The biggest barrier to reviews is friction. Patients intend to leave a review but forget or find the process too complicated.
Create a direct review link:
Google provides a short link that takes patients directly to the review form for your business. Find this in your Google Business Profile settings.
Distribute the link through:
- Post appointment SMS (automated through your practice management system)
- Post appointment email
- QR code at reception
- QR code on appointment cards
- A simple “Review us on Google” card handed to patients as they leave
Step 2: Time Your Request Perfectly
The best time to request a review is immediately after a positive interaction. This is typically:
- After a successful treatment completion
- After a positive follow up appointment
- After the patient has expressed satisfaction verbally
- After resolving a concern or complaint successfully
Avoid asking for reviews:
- During treatment (uncomfortable and pressured)
- Before results are evident
- When the patient seems unhappy or uncertain
Step 3: Use Neutral Language
Your review request should be neutral, not leading. This is both good practice and important for AHPRA compliance.
Compliant language:
- We would appreciate your feedback on Google”
- “If you have a moment, we would love to hear about your experience”
- “Your feedback helps us improve and helps other patients find us”
Avoid:
- “Please leave us a 5 star review”
- “Tell everyone how great your results are”
- “Share your before and after experience”
Step 4: Automate the Process
The most successful review strategies are automated:
| Trigger | Action | Timing |
|---|---|---|
| Appointment completed | SMS with review link | 2 hours after appointment |
| No response to SMS | Follow up email | 48 hours later |
| Positive feedback received | Personal thank you + review link | Same day |
| 12 months since last visit | Reactivation campaign | 3 emails over 4 weeks |
This automation should be built into your practice systems so it happens consistently without requiring manual effort from your team.
Responding to Reviews
How you respond to reviews is just as important as collecting them. Your responses are visible to every potential patient who reads your reviews.
Responding to Positive Reviews
- Thank the patient genuinely
- Reference something specific about their visit (the team member they saw, the service they received) without revealing clinical details
- Keep it warm and personal
- Avoid using the response as a marketing opportunity
Responding to Negative Reviews
Negative reviews happen to every practice. How you respond defines your reputation:
- Respond promptly (within 24 to 48 hours)
- Acknowledge the concern without being defensive
- Never reveal patient information (even if the patient has shared their own details)
- Offer to resolve privately (“We would like to discuss this further. Please contact our practice manager at…”)
- Keep it brief — long defensive responses look worse than the original complaint
What Never to Include in Review Responses
Under AHPRA guidelines and general privacy laws, never include:
- Any clinical information about the patient
- Details about their treatment
- Diagnostic information
- Information that could identify the patient beyond what they have already shared
Building Review Volume
Setting Realistic Targets
| Current Reviews | Monthly Target | Time to 100+ Reviews |
|---|---|---|
| Under 20 | 8 to 10 per month | 10 to 12 months |
| 20 to 50 | 6 to 8 per month | 6 to 10 months |
| 50 to 100 | 5 to 6 per month | 8 to 12 months |
| 100+ | 4 to 5 per month (maintenance) | Ongoing |
These targets are achievable for a practice seeing 20 or more patients per day with a systematic approach.
Diversifying Review Platforms
While Google reviews are the most important for local SEO, building reviews across multiple platforms strengthens your overall online reputation:
- Google (primary, most impactful for SEO)
- Healthshare (trusted Australian health review platform)
- HotDoc (if you use it for bookings)
- Facebook (recommendations)
Staff Training
Your front desk team plays a crucial role in your review strategy. Train them to:
- Identify positive patient interactions
- Mention the review opportunity naturally at checkout
- Handle the QR code or review link distribution consistently
- Never pressure patients or offer incentives for reviews
Managing Your Online Reputation
Monitoring Reviews
Set up alerts so you know immediately when a new review is posted:
- Google Business Profile notifications
- Email alerts from review platforms
- Weekly manual checks across all platforms
Dealing with Fake or Unfair Reviews
Occasionally, you may receive reviews that are fake, from competitors, or from people who were never patients:
- Flag the review through Google’s reporting mechanism
- Respond professionally if you believe it is genuinely fake
- Document everything in case you need to pursue removal
- Never engage in a public argument — it always reflects poorly on the practice
When to Seek Professional Help
If you receive a pattern of negative reviews or a targeted campaign of fake reviews, consider engaging a reputation management professional. This is rare, but it does happen in competitive markets.
The SEO Impact of Reviews
Reviews directly influence your local search rankings in several ways:
- Quantity — more reviews signal a more established, trusted business
- Quality — higher average ratings improve ranking potential
- Velocity — a steady stream of recent reviews signals an active business
- Keywords — when patients naturally mention services and locations in reviews, it reinforces your relevance
- Responses — engaging with reviews signals to Google that the business is active and customer focused
This is why reviews should be tracked as a core KPI for your practice.
The Bottom Line
A compliant review strategy is not about gaming the system or finding loopholes in AHPRA guidelines. It is about creating a genuine, frictionless process for patients to share their experiences on independent platforms.
The practices that do this well build a powerful competitive advantage that is difficult for competitors to replicate. Trust, once established through hundreds of genuine reviews, compounds over time.
If you need help building a review strategy for your practice, you are welcome to get in touch. We have helped practices across Australia develop systems that generate consistent reviews while maintaining full AHPRA compliance.
Insights for Medical Professionals