Of course, no one wants their reviews to be dropped or throttled, so the wide range of reactions is understandable. From deep concerns to downright panic, this issue seemingly hit an emotional chord with dental practices and businesses, but I’m here to tell you not to worry about any of this. Here are three reasons why:
1. Because They Can - I know that the latter part is tough to read, but it’s the truth. Officially, Google is citing “technical glitches.” The truth is, no one knows, and Google in fact can seemingly do whatever it wants despite its terms and conditions because of its size, money, and monopoly in the space, in my opinion. Google owns the market, so businesses have no other options. Regulators are trying to catch up to Google and Big Tech, but with their unprecedented prominent presence at the inauguration of President Trump, I doubt there could be much movement or inclination to address the concerns of business and consumers. Everyone should remember that Google has not exactly been a good nor transparent business partner to dental practices or businesses across the board. Millions, if not hundreds of millions of dollars are lost each year into the digital advertising abyss. Don’t take my word for it, simply Google what I’ve referenced and see for yourself. You’ll be astonished. To put it in perspective, Google has paid over $1.5 billion in fines and settlements in the United States alone since 2011 against a market cap of $2.2 trillion. Chump change for no change. So, if the old saying in Washington D.C. “personnel is policy” holds, Google will continue business as usual.
2. Overreliance on Digital - Even in today’s hyper digital world, about 65%-70% of new patients still come from word of mouth and other marketing strategies, leaving the rest to digital and everything else. Overreliance on everything digital exposes dental practices to marketing and business risks. Remember, the only digital property you own is your website. Everything else, including Google and every social media property, is not yours. So, these platforms can ostensibly do whatever they want. As the old saying in Silicon Valley goes, “If you’re not paying for the product, you are the product.” So be prepared by making sure your marketing is operating within an integrated marketing framework to give you more of an advantage and introduce derisking into your business growth calculus.
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3. Diminishing Returns After a “Trust Threshold”
Google reviews matter most when they help a practice cross a “psychological trust threshold.” For example:
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In an era where digital visibility is synonymous with survival, Google’s unchecked authority over online ecosystems underscores a sobering reality: DSOs and dental practices are at the mercy of a platform that operates by its own opaque rules (this includes other digital platforms like Meta). Algorithm updates can erase search rankings, policy shifts can purge legitimate reviews, and account suspensions can dismantle years of reputation-building—all without meaningful transparency or recourse.
This power imbalance exposes the peril of overreliance on a single gatekeeper. While Google’s tools offer unparalleled reach, they also demand a precarious trade-off: ceding control of a business’s digital fate to an entity with no obligation to prioritize fairness or consistency. To mitigate this risk, DSOs and dental practices must diversify their strategies—cultivating direct customer relationships, investing in owned platforms, and decentralizing their online presence. In doing so, they reclaim agency, ensuring their survival isn’t held hostage by the whims of an algorithm. The lesson is clear: use Google and other digital platforms strategically but never depend on them.
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He is immediate past Chair and current board member of the Center of Innovation & Entrepreneurial Studies at Seton Hall University. He served as Community Board Member for The Walt Disney Company’s live action movie, “Aladdin” starring Will Smith. He was inducted into the Seton Hall University Entrepreneur Hall of Fame in September 2018 and holds a master’s degree in public administration (Healthcare Policy & Management) and a Bachelor of Arts in Political Science from Seton Hall University.
Abe is the author of the upcoming book, Irresponsibly Digital. He is featured in media including The New York Times, Forbes, Institutional Investor, e-Marketer, PBS, Insider Intelligence, Bankrate.com, Dental Economics, FOX, Becker’s Dental Review, and international media in Europe and the Middle East. He has spoken at Princeton University, Fordham University, Yale University, the University of Michigan, Rice University, and Temple University, among others, and is a sought-after speaker on marketing and business topics including digital transformation, ecommerce, digital and social media, and business competitiveness.
Verasoni
Verasoni is a fiercely independent marketing consultancy, advisory, and agency that delivers critical, meaningful, integrated marketing communications strategies and campaigns to clients in the United States and around the globe. Verasoni has served the dental industry since 2007 and DSOs specifically since 2010.
Verasoni enjoys a well-earned reputation as leaders in marketing who serve as trusted partners and advisors to our clients with honesty and transparency. Visit Verasoni.com and follow on LinkedIn to learn more.