This question comes up pretty often, and the simple answer is that they look for reviews a LOT more often than they used to.
How do we know? Google Insights for the term “plastic surgeon reviews” shows us dramatic growth over the last 5 years.
Furthermore, advanced data from individual Google Analytics reports shows us the same increase on the smallest scale. This graph shows the volume of visitors who included the word “reviews” in their search over the same five year span.
Organic search data for keyword “reviews” from San Diego area plastic surgery practice, 2008-2012
Yes, consumers look for reviews, and having review content on your own website is a critical part of a healthy internet marketing strategy.