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Repair common Windows errors and clear accumulated junk for a smoother, more stable PC - no reinstall needed.Free scan · no reinstallAudit your online reputation as a dated snapshot: search the doctor and practice names, check the review and directory profiles patients are likely to see, verify public facts against the practice’s authoritative information, and test a consistent set of prompts in relevant AI assistants. Record the queries, context, results, and citations so you can compare later audits. This process can reveal inaccuracies and recurring issues; it cannot guarantee a particular search ranking, AI recommendation, or measure of clinical quality.
What should a reputation audit measure?
Track what a prospective patient may encounter, not an imagined universal ranking. Search results and AI answers can vary by query, location, time, and other context. A private browsing window is one useful view, but it does not make every search identical or fully neutral.
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For each clinician and practice location, create a worksheet with the audit date and time, search locale, exact query or prompt, browser and device context, and whether you were signed in. Save result URLs and screenshots with dates. If you compare doctors, practices, or channels, use the same queries and context where practical.
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| Channel | Record | What to assess |
|---|---|---|
| Search engines | Exact query, date, locale, result URLs, and relevant first-page and deeper results | Where patient-facing profiles appear; whether facts are accurate and consistent |
| Review and directory profiles | Platform, profile URL, displayed rating, review count, newest review date, and recurring themes | Profile completeness, factual accuracy, review recency, and operational patterns |
| AI assistants | Assistant, date, exact prompt, full answer, named clinicians, and citations or links | Factual support, errors, cited sources, and whether results repeat across prompts and dates |
A star rating alone does not capture review volume, recency, or what reviewers describe. Patient reports may illuminate experiences such as communication, scheduling, access, or billing; they are not, by themselves, evidence of clinical quality.
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How do you check search results?
Run a consistent set of name searches
In a private browsing window, search the clinician’s full name, name plus specialty, name plus city, the practice name, and practice name plus specialty. The American Dental Association recommends starting with an incognito search and periodically checking practice pages in its online reputation guidance. That is dental-practice guidance; for physicians, use it as a practical starting point alongside applicable professional, privacy, and local requirements.
Record the results that a prospective patient could reasonably use: practice and directory profiles, review pages, credential listings, relevant news, and outdated or misleading claims. Capture the first page, then inspect deeper results when they contain material patient-facing information. Note the result’s position in the context you recorded, but do not treat one observation as a stable ranking.
Check the practice’s own search data separately
For the practice website, Google Search Console can provide first-party information about its performance in Google Search. It does not make independent services equivalent to Google’s internal data. Google says it does not evaluate third-party SEO services, that using one does not guarantee ranking success, and that third-party tools do not have access to internal Google ranking data. Google specifically advises caution about claims concerning AI experiences. See Google Search Central’s guidance on third-party SEO tools, services, and advice. Treat promises of guaranteed AI recommendations or privileged Google ranking insight skeptically unless the provider documents a legitimate, verifiable basis.
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Which review and directory profiles should you inspect?
Start with platforms patients can see
Check Google and Yelp as a baseline. Add Facebook if the practice has a profile, plus physician directories and other platforms that appear prominently in actual searches for the specialty, place, and name. The right set is local and specialty-dependent; an exhaustive platform list is less useful than finding the profiles patients are likely to encounter.
Verify profile details and review patterns
Where possible, verify ownership of the profile, then compare its displayed information with the practice’s authoritative records and website:
- Clinician and practice names, specialty, biography, and location.
- Address, phone number, hours, website link, and insurance information.
- Practice updates, including moves, changed services, or other details that may have become outdated.
- Review count, displayed rating, date of the newest review, and recurring themes over time.
Record what the profile actually displays on the audit date. A single displayed rating can obscure whether feedback is recent, sparse, or concentrated around a recurring operational issue.
How should you audit AI assistant answers?
Use stable prompts and save the full response
Select assistants that patients in the practice’s market are likely to use. Reuse a short prompt set, such as:
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For each run, record the assistant and date, exact prompt, full answer, clinicians named, factual errors, cited sources or links, and whether the assistant declined to recommend anyone. Compare the answer and its cited material with official practice pages and reliable directories. Re-run the same prompts periodically; a single answer is a point-in-time observation, not a universal ranking.
Interpret recommendations cautiously
Available evidence does not establish a standardized audit protocol spanning all AI assistants. 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, changing a profile rating from 3.9 to 4.7 increased choice probability by 31.4 percentage points. This is a controlled synthetic-profile result, not an estimate of real doctors’ visibility or actual patient booking behavior. The authors also report that model explanations did not reliably expose all factors affecting choices. Read the study at arXiv; its findings support checking outputs and citations rather than relying only on an assistant’s explanation.
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How should you correct problems and respond to reviews?
Fix information you control first
Correct the practice website and owned profiles before addressing third-party listings. For profiles the practice does not control, use the platform’s correction, ownership, or reporting process. Keep a record of the original issue, the action taken, and the follow-up result so the next audit can distinguish a corrected fact from a still-visible one.
Keep public replies privacy-safe
Physicians may respond to reviews, but must not disclose patient-specific information or confirm that a reviewer is a patient—even if the reviewer has already shared personal details. The American Medical Association’s guidance says physicians should protect protected health information and speak generally about office policies and standard practices. See the AMA’s guidance on responding to online patient reviews. A general statement and an invitation to contact the practice privately are safer than a case-specific rebuttal. Pause before replying, check the platform’s rules, and ask practice privacy or compliance leadership about uncertain cases.
The ADA also advises taking time before responding, using a professional and empathetic tone, and moving sensitive discussion offline; its guidance is written for dental practices, so physicians should apply relevant medical rules and local law rather than assume every detail transfers unchanged. See the ADA’s practice guidance.
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Ask for honest feedback without filtering
Do not solicit reviews only from people expected to be satisfied or suppress genuine negative reviews. The UK Competition and Markets Authority’s 2025 guidance for online review sites says genuine positive and negative reviews should be presented fairly. It is UK-specific guidance, not a universal statement of local law; requirements and platform policies vary by jurisdiction. Consult the rules that apply where the practice operates. Read the CMA guidance.
How often should you repeat the audit?
Repeat the same searches and AI prompts on a regular schedule and after meaningful changes, such as a move, a new specialty, or updated practice details. Compare factual accuracy, profile completeness, where relevant results appear across recorded contexts, review recency and recurring themes, privacy-safe responses, and—on AI answers—the clinicians named, support for claims, citations, and repeatability across prompts and dates.
Keep dated screenshots and URLs. Treat a change in one search result or AI answer as an observation to investigate, not proof of a lasting ranking shift. A review-monitoring or social media management service may help collate reviews across platforms, as the ADA notes, but it is an optional workflow aid—not a guarantee of visibility or a substitute for checking the underlying profiles.
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