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Audit what a prospective patient may encounter by checking the doctor’s and practice’s names in search, reviewing the profiles and reviews that actually appear, verifying factual details against authoritative practice information, and repeating a stable set of prompts in relevant AI assistants. Record the date, location, exact query or prompt, results, and citations: this creates a useful snapshot, not a definitive ranking or a measure of clinical quality.
Use the same process for each clinician and practice location. Repeat it periodically and after changes such as a move, a new specialty, or updated contact details.
Set up a repeatable audit
Create a separate worksheet for each doctor and practice location. For every check, record:
- Audit date and time, and the search locale or city.
- Exact query or AI prompt.
- Browser and device context, and whether you were signed in to an account.
- What appeared, where it appeared, and the result or profile URL.
- Any factual errors, outdated details, or recurring patterns that need follow-up.
A private or incognito window is one useful way to check search results without relying on your usual signed-in context. It does not make results fully neutral or guarantee the same view another person will see. The American Dental Association recommends starting with an incognito search and periodically checking practice pages in its online reputation guidance; that page is written for dental practices, so physicians should also follow applicable medical privacy rules and local requirements.
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What to check in each channel
| Channel | What to record | What the check can tell you |
|---|---|---|
| Search results | Exact query, result order and URLs, visible snippets, and relevant deeper results | Which pages a patient may encounter and whether names, credentials, locations, or other claims are accurate |
| Review and directory profiles | Profile details, displayed rating and review count, newest review date, recurring themes, and profile URL | Whether listings are accurate and current, and what patients repeatedly report about the experience of accessing care |
| AI assistants | Assistant, date, exact prompt, full answer, clinicians named, cited links, and factual errors | Whether an answer is repeatable and whether its claims are supported by identifiable sources |
Keep channel findings distinct. A review rating is not a measure of clinical quality, and an AI answer is not a universal ranking of doctors.
Search for the doctor and practice
Run a consistent set of queries for each clinician and location. For example:
[doctor full name][doctor full name] [specialty][doctor full name] [city][practice name][practice name] [specialty]
Record the first page and inspect relevant deeper results when they contain patient-facing profiles, reviews, credential listings, news, or outdated claims. Save the URLs and date rather than relying on memory or a screenshot alone; screenshots are useful context, but the URL helps you find the page again.
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For a website the practice owns, Google Search Console can provide first-party information from Google Search. Google says third-party services do not have access to its internal ranking data, and their use does not guarantee ranking success. It also cautions against unsupported claims about visibility in AI experiences. See Google Search Central’s guidance on third-party SEO tools and services. Treat claims of guaranteed AI recommendations or privileged Google ranking insight skeptically unless a provider documents a legitimate, verifiable basis.
Review profiles and patient-facing listings
Start with Google and Yelp, then check Facebook if the practice uses it. Add physician directories and other review sites that appear prominently for the doctor’s name, specialty, and location; do not assume the same platforms matter equally in every market. Verify profile ownership where possible.
Compare each listing with the practice’s authoritative information. Check the displayed name, specialty, address, phone number, website, hours, biography, insurance information, and links. Record the review count, displayed rating, date of the newest review, and repeated themes such as communication, appointment access, scheduling, or billing. A recurring operational complaint may point to a process worth examining; it does not establish whether care was clinically appropriate.
Review figures have limits as well as value. The ADA’s reputation page, accessed in 2026, says 84% of the public trust online reviews to help them make decisions, but the page does not state the original survey year. An ADA Health Policy Institute passage reports that 88% of surveyed dentists had received online patient reviews, but does not state the survey year. Neither figure should be treated as a current prevalence estimate. Both statistics come from dental-focused sources, not a current survey of all physicians.
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Check AI assistant answers consistently
Choose assistants that patients in the practice’s market are likely to use. Use a short, stable prompt set, and keep wording consistent between audits. For example:
Which [specialty] doctors are available in [city]?What information supports recommending [doctor name] in [city]?
For every run, record the assistant and date, exact prompt, full answer, doctors named, factual errors, cited sources or links, and whether the assistant declined to recommend anyone. Check specific claims against the practice’s official pages and reliable directories. A cited link is a lead to verify, not proof that the answer is correct.
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AI responses can vary between prompts and dates. Available evidence does not establish one standardized audit protocol that works across all assistants, so comparisons are most useful when you preserve the exact prompts and context. A 2026 preprint by Syeda Anshrah Gillani and Mirza Samad Ahmed Baig tested seven models using synthetic physician cards in randomized choice sets. In that experiment, raising a card’s rating from 3.9 to 4.7 increased choice probability by 31.4 percentage points. This is a result from a controlled synthetic-profile experiment, not an estimate of real patient bookings or an individual doctor’s visibility. The paper also reports that model explanations did not reliably reveal every factor affecting choices, which is another reason to inspect the answer and its citations rather than relying on an assistant’s explanation alone. Read the 2026 preprint with those limitations in mind.
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Start with facts the practice controls: correct its website and owned profiles, then use the correction or reporting process for inaccurate third-party listings. For a review response, separate a general service concern from any details that could identify a patient or encounter.
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- Do not confirm that the reviewer is or was a patient, and do not disclose patient-specific information—even if the reviewer has already shared details publicly.
- If a response is appropriate, speak generally about office policies or standard practices and invite the person to contact the practice privately.
- For uncertain cases, consult the practice’s privacy or compliance lead before posting.
The AMA says physicians may respond to reviews but must not disclose protected health information or acknowledge that a reviewer is a patient. Its guidance recommends speaking generally about policies and standard practices; it also describes contacting a review site about false or inflammatory content that may violate the site’s standards. See the AMA’s guidance on responding to online patient reviews.
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Review requests should not steer feedback only toward people expected to be satisfied or suppress genuine negative reviews. The UK Competition and Markets Authority’s 2025 guidance tells review sites to present genuine positive and negative reviews fairly. It is UK-specific guidance for review sites, not a universal statement of law; applicable rules and platform policies vary by jurisdiction. See the CMA’s 2025 guidance.
Repeat the audit and compare like with like
Use the same queries and prompts on a regular schedule and after meaningful practice changes. Compare the recorded evidence across dates rather than treating one result as a trend.
- Accuracy: Are specialty, location, contact details, hours, insurance information, and links consistent with authoritative practice information?
- Presence: Which pages appear, where do they appear, and are the same relevant sources visible across recorded contexts?
- Reviews: How have count, newest-review date, displayed rating, and recurring operational themes changed?
- Responses: Are public replies professional and privacy-safe?
- AI answers: Which clinicians are named, what sources are cited, are the claims supported, and do results recur across the same prompts and dates?
Keep dated screenshots and URLs if they help document changes. A shift in one result or one AI answer is a point-in-time observation, not proof of a lasting ranking change. An optional review-monitoring or social-media-management tool may help collate activity across platforms, but it does not replace checking source pages or guarantee search or AI visibility.
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