Almost nobody picks a new dentist at random anymore. The decision usually starts with a search, moves through a handful of reviews, and only then becomes a phone call or a booking. Understanding that sequence is useful whether you're a patient trying to make a good decision quickly, or a practice trying to understand what a prospective patient sees before they ever walk in.
The research usually starts before the symptom does
Most people looking for a new dentist start with a search rather than a phone call. There is no reliable Australian figure for exactly how many, and we would rather say that plainly than borrow a statistic from a survey that measured something else. What is clear from the way people search is that the query is rarely just "dentist near me". It is increasingly specific: emergency availability, whether a practice bulk bills or accepts a particular health fund, whether sedation is offered, and what other patients have said.
Reviews carry more weight than almost anything else
BrightLocal's Local Consumer Review Survey, the most widely cited research in this area, found that 97% of consumers read reviews for local businesses and that 68% will only use a business rated four stars or more. That is a US consumer panel rather than Australian data, so treat it as a strong indication of how review behaviour works rather than a measurement of Australian patients. Even read cautiously, the direction is unambiguous: rating and review volume are not just reputation, they are a filter that decides whether a practice is considered at all.
What people are actually reading for isn't the star rating alone. It's recency (are there reviews from the last few months, or is the most recent one from three years ago), specificity (does a review mention something concrete, like wait times or a particular procedure), and how a practice responds to less glowing feedback.
Practical information matters as much as reputation
Once reviews clear the bar, the decision usually comes down to logistics: can I get an appointment soon, is it close enough, does it take my health fund or offer HICAPS, and can I book online rather than having to call during business hours. We have not found a credible, independently published Australian figure for how many patients want online booking, so we will not put a number on it. What is worth noting is how often that question goes unanswered on a practice website built primarily to look good rather than to tell someone whether they can be seen this week.
Worth doing
Small habits that lead to better care
- Ask for a written, itemised quote before major treatment
- Check the dates on reviews, not just the star rating
- Confirm parking and step free access if mobility matters
Easy to get wrong
The assumptions that cost people the most
- Choosing on price alone without asking what is included
- Assuming every practice takes your health fund
- Waiting out pain that keeps you awake at night
Frequently asked
There isn't one factor that dominates. It's closer to a sequence of filters. Reviews (rating and recency) tend to decide who stays in consideration; practical details like location, appointment availability and health fund acceptance tend to decide who actually gets booked.
It does, but usually later in the process. Most people filter by trust and convenience first, and only look closely at cost once they've narrowed down to a couple of options.
Sources
This guide is general information, written from the published sources listed below. It is not a substitute for advice from a registered dental practitioner.
BrightLocal, 2026
Local consumer review survey 2026BrightLocal, 2025
Consumer search behaviour, where are your customers?Australian Competition and Consumer Commission
Online reviews for products and servicesAustralian Competition and Consumer Commission
A guide to online reviews for business and review platformsVictorian Department of Health, Better Health Channel
Seeing a dentist or other dental practitionerAustralian Institute of Health and Welfare, 2025
Oral health and dental care in Australia, costsAustralian Bureau of Statistics, 2025
Patient Experiences, 2024 to 25 financial year
