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
Around 71% of people who intend to visit a dentist search online first, before calling or booking anything. That search is rarely just "dentist near me", it's 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
Somewhere between 87% and 97% of prospective patients read reviews before deciding, and a majority say reviews influence their choice as much as, or more than, a personal recommendation from a friend. Roughly two in three people won't consider a business rated under four stars at all, which means review volume and rating aren't just reputation, they're a genuine filter that decides whether a practice is even considered.
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. Almost nine in ten patients say the ability to book online matters to them, a detail that's easy for a practice to overlook if its website was built primarily to look good rather than to answer these questions quickly.
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.
