Dental network — negative content cut to 3% across 5 reputational queries

A Russian network of dental clinics. In healthcare reputation is critical: patients comb through reviews before choosing a clinic. The Yandex TOP-10 for «[brand] отзывы» queries hosted negative reviews of individual branches that were echoed by aggregators.

Brief: cut the share of negative results, grow positive content and take control of reputation across 5 key Russian queries in Yandex and Google.

Healthcare reputation audit. Analysed TOP-20 across 5 queries; found 3% explicit negativity and 36% irrelevant content (old catalogues, dead aggregators).

Russian medical platforms. Registered and optimised profiles on ProDoctorov, NaPopravku, Yandex Maps, 2GIS — each branch with photos, licences and doctor info. Built a review-collection system: QR codes on reception, post-visit SMS.

Neutralising negativity. Drafted a thoughtful response from the Chief Medical Officer for every negative review — diagnosis of the situation, action taken, invitation back. This converts negative into neutral.

Content strategy. Placed expert articles by clinic doctors on Russian medical portals — modern implant techniques, painless treatment, paediatric dentistry — and these started ranking on reputational queries.

Over 3 months:

• Monitored queries: 5 reputational phrases
• Positive sentiment: 36% — driven by new reviews and publications
• Negative sentiment: down to 3% — single residual review
• Irrelevant content: 22% and shrinking
• Yandex markup completion: 64%, Google: 65%

Healthcare is harder than other niches due to directory noise, but the headline is clear: negativity is now near-zero, positivity steadily grows.