Should I match testimonials to a patient's specific situation? Yes, and most dentists do this lazily. A generic five star review does almost nothing for a complex case patient. Once you know where you are headed clinically, this is the moment to put a treatment outcome testimonial in front of them that mirrors their own condition. If you have video testimonials, even better. Match it not just to the clinical outcome but to sex and marital status too. People believe other people who look like them and live like them. A divorced woman in her fifties trusts a story from another [...]