The Challenge
[UK Dental Practice] runs two sites in the South-East. Through 2025 they watched their Google rating drift from 4.6 to 4.2 across both locations without a clear explanation. Reviews were arriving roughly on schedule — neither site was seeing an unusual volume of complaints — but the mix had shifted, and the practice manager could not tell why.
Replies were also slipping. Between reception handling walk-ins and the principal dentist clinical workload, most reviews went unanswered for five to seven days. A few drafted replies sat in a spreadsheet waiting for review and never went out.
Competitor visibility was zero. The team knew two newer practices had opened within a 10-minute drive but had not read their reviews, tracked their rating, or mapped how customers were comparing them.
Rating 4.2 / 4.2. Reply turnaround 5–7 days. Competitor reviews last read: never.
Why Pinn
The practice manager had trialled two larger review management platforms. Both centred on review collection — requesting more reviews from more customers. That was not the problem the practice had. They had plenty of reviews. They needed to read the ones they already had and understand the movement.
Pinn ran a Business X-Ray on both sites in the first call. Three themes surfaced that the team had missed — including one about late appointment confirmations that two other long-serving customers had mentioned quietly in four-star reviews. That was enough to start.
The Solution
The practice onboarded on the Business tier and connected both sites plus three competitors. Onboarding took two hours. Within the first week the manager had a weekly brief on her Monday calendar and a reply workflow that the reception lead could actually run.
AI Reply drafts made the biggest day-one change. Reception drafted replies to every new review in the dashboard, edited them for practice voice, and sent them the same day. The principal dentist reviewed any reply rated three stars or lower before it went out.
“Pinn showed us exactly what we were missing. The weekly brief became our Monday morning ritual.”
The weekly brief ran to a single page every Monday: rating movement, loudest theme, one competitor signal, three recommended actions. After a month the team trusted it enough to run their Monday meeting straight from it.
The Results
By month six, the rating had recovered to 4.6 across both sites and was still climbing. Monthly new-patient inquiries had roughly doubled. Reply turnaround was down from 5–7 days to under 24 hours, with reply coverage above 95% in the final two months.
| Metric | Before | After |
|---|---|---|
| Average rating | 4.2 | 4.6 |
| Reply turnaround | 5–7 days | <24 hours |
| Reply coverage | ~35% | 95%+ |
| Monthly new-patient inquiries | ~55 | ~115 |
| Competitor sites tracked | 0 | 3 |
Two of the three tracked competitors saw their ratings move in the same period — one up, one down. Seeing that movement changed how the principal dentist talked about the market with the rest of the team. "Before, we thought we were doing fine. Now we know who is catching up and why."
What’s Next
The practice is opening a third site in the autumn. The plan is to onboard it on Pinn from day one, with competitor tracking configured before the first patient visit. They are also piloting the "critical review alert" path end-to-end — a 2-hour response SLA for any review at three stars or lower.
