First, verify the answer and your public practice information before making changes. An AI assistant’s recommendation is not a measure of clinical quality or a reliable forecast of patient demand. Record what it said, check whether the details are accurate, correct gaps in your listings and website, and look for a pattern over time.
Why one AI recommendation is not a ranking
An assistant’s answer can depend on the wording of the question, the location supplied, whether it uses web search, and how it retrieves information. In a September 2026 preprint auditing recommendations in four registry-backed service domains across the 100 largest U.S. metro areas, the reported share of doctor recommendations matching a clinician in the queried city ranged from 4% for one open-weight model without search to 11% for a proprietary model without search, and 64–71% with search. Those are results from the study’s tested models and configurations—not universal accuracy rates or evidence about patient behavior. Ibrahim and Zaki’s preprint supports a practical conclusion: verify the answer rather than infer that placement reflects quality.
No independently validated general estimate establishes how much AI recommendation visibility changes medical-practice appointments or revenue. Treat an answer as an observation to investigate, not a scorecard or a measure of market share.
How to investigate the recommendation
- Capture the exact result. Note the assistant, date, exact prompt, location, whether web search or source links appeared, and the providers and claims it returned.
- Repeat a small set of representative prompts. Keep the wording and location consistent, then repeat at intervals. Record changes instead of treating one response as a stable ranking.
- Verify the claims. Check that the named clinicians and locations exist and that specialty, credentials, services, hours, insurance, and availability are accurate. If a platform allows reports or profile corrections, use its process for material errors.
- Compare the answer with trustworthy information. For a patient comparing providers, relevant considerations include fit for the stated need, verified credentials, location, availability, relevant services, and whether the assistant provides trustworthy sources. A generated list does not validate a single universal comparison rubric.
Make your practice information accurate and useful
Audit listings and profiles
Check your practice website and major business profiles for consistent, current information: practice name, address, phone number, hours, locations, services, clinician biographies and credentials, and appointment details. Correct errors where you control the information, and follow the relevant platform’s process where you do not.
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Improve the information patients can use
Make service and clinician pages clear about what care is offered, relevant qualifications, locations, and how to book. Keep them current and answer common patient questions directly. This is sound information-quality work; the available evidence does not establish that it guarantees an AI recommendation.
Ask for reviews without manipulating them
Google Business Profile policy permits businesses to solicit genuine reviews, but not to offer incentives or influence what a reviewer says. Do not selectively ask only patients likely to leave positive reviews, discourage negative reviews, pressure patients, request a particular rating, or suggest phrases. Google’s prohibited and restricted content policy sets out these limits.
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When responding publicly, do not confirm that someone is a patient or discuss their treatment. Move care-specific concerns to an appropriate private channel.
A separate August 2026 preprint tested seven models using synthetic family-medicine physician cards, 3,024 choice sets, and 40,068 scored responses. The authors report that raising a synthetic profile’s rating from 3.9 to 4.7 increased choice probability by 31.4 percentage points in that experiment. It is not observed patient behavior, a real-world conversion estimate, or a reason to manipulate reviews. Gillani and Baig’s preprint reports experimental model responses only.
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Measure what you can—and separate it from vendor estimates
Track repeated prompt observations with the method held as consistent as practical, and compare them with available first-party search and profile data. Assistants, retrieval settings, and outputs can change, so note those conditions when reviewing results. A third-party visibility score is not Google’s internal ranking data.
Google Search Central recommends evaluating outside SEO advice against its official guidance and making an informed decision. Its guidance, last updated June 5, 2026, says third-party services cannot guarantee success or access Google’s internal ranking data and points site owners to Search Console for first-party Google Search data. Read Google’s guidance on third-party SEO tools and advice.
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Screen an SEO or profile-management vendor
Ask a prospective vendor to explain its work and how it will report results. Google’s third-party profile policy supports transparency and retaining business ownership or co-ownership of the profile.
- What specific work will you perform, and what data will you measure?
- Will the practice retain ownership or co-ownership of its profiles and accounts?
- How will proposed changes be documented and approved?
- What reporting will you provide, and how will access be returned when the contract ends?
- Are you promising guaranteed placement or claiming privileged access to Google ranking systems? Treat either claim as a red flag.
Google’s third-party policies for Business Profiles describe expectations for third parties, including transparency, accurate reporting, and preserving the business’s ownership or co-ownership.
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Review privacy before changing tracking or marketing
Before adding analytics, pixels, appointment forms, or marketing integrations, review what information flows to each service and whether it can identify or allow an inference about someone’s health. The FTC notes that health information can include browsing or location information that enables such an inference. It advises businesses to understand data flows, protect the information, and make sure privacy representations match actual practices. See the FTC’s consumer health information guidance.
HIPAA applicability depends on the practice and the specific arrangement; do not assume every marketing vendor is or is not a business associate. Where a business associate relationship applies, HHS guidance describes the Privacy Rule’s requirement for satisfactory assurances, typically through a contract. Get qualified privacy advice for a specific data flow, and do not rely on unsupported claims such as a product being “HIPAA Certified.” Read HHS guidance on the HIPAA Privacy Rule.
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