Why Most Clinics Fail to Earn Patient Trust

In this week’s Coach’s Corner, Jennifer Gligoric and Tracey Sundkvist break down why patient testimonials are the single most powerful tool for building trust, credibility, and conversions in your clinic. If you want to turn skeptical leads into raving fans and get $10,000 in value in just 10 minutes, this episode is for you!

Tracey (our resident neuroscience expert and business consultant) explains why social proof is so much more than just a “nice to have”—it’s essential for helping patients relate to your clinic, see themselves in your success stories, and say “yes” to your services. Jennifer shares how testimonials can warm up leads before they ever talk to you, and why diversity in testimonials (different ages, backgrounds, and ways of speaking) makes your clinic relatable to a wider audience.

Key Takeaways

• Social Proof Drives Decisions: People trust other patients’ real stories more than any ad or sales pitch. The more relatable and authentic, the better!


• The Three-Part Testimonial Formula:

1. Start with the Problem: What was the patient struggling with before?


2. Describe the Experience: How did they find your clinic, and what was the process like?


3. Share the Outcome: What results did they achieve after working with you?

Video is King: Unscripted, conversational video testimonials are the gold standard. Written is good—video is better.
Make it Personal: Encourage patients to use “I” statements and tell their own story, not just praise the clinic or provider.
Use Testimonials Everywhere: On your website, in ads, on your waiting room TV, and even as staff motivation!

Action Steps

• When asking for testimonials, guide your patients with the three-part formula above to get the most compelling stories.


• Don’t worry about perfection—just get started! Repetition is your best teacher.


• Use your testimonials in all your marketing and in-office materials to maximize their impact.

Need Help?

If you feel stuck getting testimonials or you’re in a challenging niche, Jennifer and Tracey are here to help!

Book a free 15-minute session at superclinicproject.com—just click on either host’s photo and get actionable advice on the spot.

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• Questions or feedback? Email us at [email protected]