Why Testimonials Matter — and Why So Many Dentists Avoid Them
Word of mouth is still one of the most powerful ways to grow a practice — and in the digital age, that means online reviews, photos, and testimonials. Patients love to hear from other real people, and nothing builds trust faster than a story that feels human, familiar, and genuine.
But there’s a challenge: HIPAA.
You want to share those joyful “before-and-after” moments or heartfelt thank-you notes — but how do you do it without violating patient privacy?
Let’s walk through it — with clarity, warmth, and compliance.
✅ 1. Know What Counts as PHI
HIPAA protects Protected Health Information (PHI) — any information that can identify a patient and relates to health care.
This includes:
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Full names (especially when paired with other details)
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Photos where the patient is recognizable
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Treatment-specific details
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Dates, diagnoses, or locations tied to a person
Good rule of thumb:
If it could be reasonably linked to a specific patient, get consent.
✍️ 2. Use a Simple HIPAA-Compliant Consent Form
Before posting:
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A photo of a patient
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A direct quote or review
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Any testimonial that implies treatment
You’ll need written authorization.
The safest way? A short, clear testimonial release form that includes:
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What will be shared (photo, quote, review)
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Where it will be used (website, social media, email)
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A line that says it’s voluntary and revocable
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The patient’s signature and date
🎁 Want to keep it easy?
Create a quick QR code that links to a digital form in your intake software or use a simple paper version at check-out.
📸 3. Make It Easy and Delightful to Participate
Turn patient features into celebration moments, not paperwork:
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“You look amazing — would you mind if we shared this transformation on Instagram? We have a quick form for that!”
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“Would you be open to leaving a review? It means so much — and we’d love to feature kind words from folks like you.”
✨ Add a lip balm, flower, or sticker to the moment — and it feels like recognition, not a request.
🔒 4. Avoid Common HIPAA Pitfalls
Even the most well-meaning practices slip up. Avoid:
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Tagging a patient without their permission
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Replying to online reviews with personal info (“We’re glad your root canal went well!”)
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Sharing “just a smile” if the face is still identifiable
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Posting photos of staff and patients together without release
When in doubt, crop the photo, anonymize the quote, or ask first.
🧡 5. Keep It Human, Ethical, and On-Brand
You’re not just asking for marketing material — you’re inviting your patients to become part of your story. Honor that trust with:
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Gentle language (“We’d be honored to share your words.”)
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Clean, calm visuals (no overexposure or pressure)
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Clear opt-out options (and never assume consent carries forward)
Testimonials Build Trust — So Let’s Get Them Right
At Farmer’s Body, we believe in marketing that feels like connection — not coercion. Featuring patient stories is a beautiful way to build trust, as long as you honor privacy first.
✅ Use a HIPAA-safe release form
✅ Celebrate participation with intention
✅ Keep warmth and ethics at the center