Google reviews and patient ratings: Managing and leveraging your GP online reputation

A few weeks ago, I wrote an article on how we need to start marketing healthcare as a consumer brand, a piece that was recently quoted in The Telegraph. The response from both the public and professionals was telling: we know change is coming, but many of us in primary care aren’t yet equipped with the tools, mindset, or confidence to manage our public-facing reputation. And yet, like it or not, our patients - our consumers - are already rating, reviewing, and recommending us online.

In a world increasingly driven by digital footprints and consumer choice, Google Reviews have quietly but powerfully become one of the most influential tools in shaping how patients perceive general practice. Whether it’s a glowing five-star review praising your receptionist’s empathy or a stinging one-star complaint about a delayed appointment, these public ratings shape reputations, influence patient trust, and in some cases, even impact funding decisions.

As we embrace the direction set by the DHSC’s 10 Year Plan and begin building integrated, community-based Neighbourhood Health Services, the visibility and reputation of local general practice have never been more crucial. We are being asked to lead from the front, so our reputations must follow suit.

Why reputation matters now more than ever

General practice is changing. The move towards Neighbourhood Health Centres, community-led, multi-disciplinary hubs places GPs at the heart of a new model of care. But with new models come new expectations. Patients will be making more decisions about where they access care, and increasingly, those decisions will be based on what they read online.

Let’s be clear: reputation management is no longer a luxury or a PR tactic for the private sector. It’s a necessity for every GP practice and PCN in the NHS. When patients Google your practice, and they do, your star rating and reviews will be one of the first things they see. Before they visit your website. Before they speak to a receptionist. Before they even decide whether to register.

And those reviews don’t just affect public perception. They can shape staff morale, influence recruitment decisions, and, if ignored, erode the very trust we are working hard to build in our communities.

From passive to proactive: Taking control of your online narrative

The problem is that most GP practices are passive participants in the digital review ecosystem. We don’t respond to reviews. We don’t ask for feedback. We don’t highlight the positives. And in doing so, we’re allowing our reputations to be defined by a vocal minority, the most frustrated.

But what if we approached this differently? What if we treat our online presence with the same professionalism and care we apply to our clinical work? What if we trained our teams to see reviews not as threats, but as opportunities?

Here’s how I believe we can begin to own our online reputations - confidently, ethically, and without adding more pressure to an already stretched system.

1. Claim and monitor your Google Business profile

Many practices still haven’t claimed their Google Business listing. This simple step allows you to update contact information, add photos, and crucially, respond to patient reviews.

Monitoring your listing weekly ensures you’re not blindsided by negative comments. It also shows patients you’re paying attention. It’s the digital equivalent of maintaining a clean, welcoming waiting room.

Action: Claim your Google Business profile today. Assign someone in your admin team to check and log reviews weekly.

2. Respond with professionalism, not emotion

A defensive or emotional reply to a negative review can do more harm than the review itself. Instead, respond with professionalism and empathy. Acknowledge the patient’s experience, signpost them to formal complaint channels if needed, and offer a private follow-up.

Remember: your response isn’t just for the reviewer, it’s for every future patient reading it.

Example:“Thank you for your feedback. We’re sorry to hear about your experience and would like to investigate further. Please contact our practice manager directly on [email]. We value all feedback as it helps us improve our service.”

3. Encourage positive reviews (within ethical boundaries)

You can ask patients to leave a review, as long as you don’t incentivise or coerce them. A simple poster in your waiting room, a note on your website, or a verbal mention during a consultation (“We’d really appreciate your feedback if you have a moment”) can go a long way.

Most satisfied patients won’t leave a review unless prompted. So prompt them.

Tip: Focus on “moments of gratitude” after a successful treatment plan, a helpful conversation, or when a patient expresses thanks.

4. Build a bank of testimonials

Don’t rely solely on Google. Ask patients (with consent) to share written testimonials that you can feature on your website and social media. These stories add human depth to your practice brand and build trust with prospective patients.

Example:“After struggling with chronic pain for months, Dr. Ahmed listened, investigated, and found a solution. I finally feel hopeful again.” - Patient, July 2025

5. Use feedback for continuous improvement

Not all negative reviews are unfounded. Some highlight genuine issues, long phone waits, confusing online forms, or communication breakdowns. Treat this feedback as a free audit.

Use recurring themes in reviews to inform staff training, policy updates, or process changes. Share insights at team meetings and celebrate when changes result in improved feedback.

6. Integrate review data into your PCN reporting

If you’re part of a Primary Care Network, bring patient review data into your quality improvement plans. Reviews can support your evidence base for patient engagement, community trust, and responsiveness, especially relevant as PCNs evolve into Neighbourhood Health Centres.

Tip: Track your star rating over time and correlate it with patient experience survey results. This helps validate patterns and prove improvement.

7. Connect reputation with recruitment

Attracting clinicians and staff is increasingly competitive. Your online reputation matters here too. Younger GPs, locums, nurses, and allied professionals do look at reviews when considering placements.

An engaged, responsive online presence signals that your practice is modern, patient-focused, and committed to quality care. In an era where reputation influences both patients and professionals, this matters.

8. Build a culture of digital awareness in the practice

This isn’t about outsourcing comms to a faceless agency. It’s about building awareness in your team, from receptionists to partners. Host a short training session on why online reviews matter. Share success stories where a review led to improvement.

When everyone in the team understands their role in shaping reputation, you move from firefighting complaints to cultivating positive public perception.

A reputation that reflects your real value

There is real dignity in the work we do. Every day, GPs and practice teams perform minor miracles, solving problems, calming fears, advocating for patients. But too often, these efforts go unrecognised in the public domain, drowned out by a few negative voices and an outdated perception of general practice.

That’s why I wrote my recent article on treating healthcare as a consumer brand. It’s not about selling services like products. It’s about aligning the quality of our care with the quality of our public image. It’s about trust. And in the age of Google, trust is built (and broken) online.

As the 10-Year Plan transforms the NHS into a more integrated, localised, community-led service, the reputations of GPs and PCNs will be foundational to success. People will want to know who’s leading their Neighbourhood Health Centre. They’ll check your reviews. They’ll read your replies.

So don’t let your reputation happen to you. Own it. Shape it. Use it as a tool to reflect the real heart of general practice - compassionate, skilled, human care.

Let’s make sure the digital version of our practice reflects the reality we’re proud of every day.

About the author

Michael O’Connor is a partner at Grey Sergeant, specialising in PR, communications, and engagement across the healthcare and non-profit sectors. Through his consultancy Grey Sergeant, he helps primary care networks, GP surgeries, and healthcare organisations define their brand, strengthen their reputation, and communicate with clarity. For more information, contact michael.oconnor@greysergeant.com