First, verify the answer and your practice information before changing anything. An AI assistant’s recommendation is an observation—not a clinical-quality rating, a dependable measure of local demand, or proof that patients are choosing a competitor. Check for factual errors, make your own public information accurate and useful, protect patient data, and watch for a repeatable pattern.
Why might an AI assistant recommend another practice?
The answer can depend on the exact question, the assistant, and whether it searches the web or uses another retrieval method. A single result does not establish that the assistant consistently prefers a competitor, that the competitor is clinically better, or that your practice is losing appointments.
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A September 2026 preprint audited recommendations in four registry-backed service domains across the 100 largest U.S. metro areas. In the study’s tested configurations, the 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 figures describe that audit—not a general accuracy rate, patient behavior, or likely results for an individual practice. The study illustrates why you should record whether search was involved rather than treating one answer as a stable ranking. Ibrahim and Zaki, 2026 preprint.
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1. Reproduce and document the answer
- Record the assistant, exact prompt, date, and your location or the location named in the prompt.
- Note whether the assistant showed web results or source links, which providers it named, and the claims it made about each one.
- Repeat a small set of representative prompts on later dates. Keep the wording and conditions consistent so you can tell whether the pattern persists.
Do not infer a broad ranking from one response. Assistants and their retrieval settings can change, and their answers can vary.
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2. Check the claims before disputing or copying them
Verify that the listed providers and locations exist and that claims about specialty, credentials, services, hours, insurance, and availability are accurate. If a material error appears on a platform you can report or manage, use its correction process. Do not assume an unfavorable result is inaccurate simply because it names another practice.
How can you make your practice information clearer?
Audit profiles and contact details
Compare your website with major business profiles. Check that the practice name, address, phone number, hours, locations, services, clinician biographies, credentials, and appointment details are current and consistent. Correct outdated or conflicting entries through the relevant profile or website process.
Answer patient questions on your own site
Make it easy for patients to understand which services you offer, which clinicians provide them, where care is available, what relevant qualifications clinicians hold, and how to book. Use clear, accurate service and clinician pages rather than relying on vague claims or keyword lists. This is sound patient-information practice; the evidence does not establish that it guarantees an AI recommendation.
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How should a practice handle reviews?
Google Business Profile policy allows businesses to invite genuine reviews, but prohibits incentives and attempts to influence review content. It also prohibits selectively soliciting only positive reviews or discouraging negative ones. Do not offer rewards, pressure patients, provide suggested wording, or request a particular phrase or rating. Google Business Profile: Prohibited & restricted content.
When replying publicly, do not confirm that a reviewer is a patient or discuss treatment. Move care-specific concerns to an appropriate private channel. A separate August 2026 preprint reported that raising a synthetic physician profile’s rating from 3.9 to 4.7 increased choice probability by 31.4 percentage points across its experiment’s 3,024 choice sets and 40,068 scored responses. The study used synthetic family-medicine physician cards and seven tested models; it did not measure real patient choices or show that changing reviews would produce that effect in practice. Gillani and Baig, 2026 preprint.
How can you measure whether the issue matters?
Keep your repeated prompt observations separate from first-party search and profile data. Google identifies Search Console as a source of first-party Google Search data. A third-party visibility score is not Google’s internal ranking data, and neither it nor an AI answer establishes how many appointments or how much revenue a recommendation produced.
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Google Search Central advises evaluating third-party SEO recommendations against its official guidance, says third parties cannot guarantee success or access internal ranking data, and notes that Google does not evaluate third-party services. Its guidance, updated June 5, 2026, also covers AI experiences. Google Search Central: guidance on third-party SEO tools, services, and advice.
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What should you ask an SEO or profile-management vendor?
Ask for specifics before granting access or approving changes:
- What work will you perform, and what data will you measure?
- Who owns the practice’s accounts and profiles, and how will access be returned if the contract ends?
- How will changes be documented, reported, and approved by the practice?
- Will you make claims of guaranteed AI placement or privileged access to Google ranking systems?
Require transparent reporting and retain ownership or co-ownership of your Google Business Profile. Google’s third-party policy calls for transparency about profile changes and accurate reporting. Guaranteed placement and claims of privileged access to Google’s ranking systems are warning signs. Google Business Profile third-party policies.
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What privacy checks matter when marketing a medical practice?
Review analytics, advertising pixels, appointment forms, and marketing integrations to understand what information flows to vendors. Browsing or location data can be health information when it enables an inference about a person’s health, according to FTC guidance. Make sure your privacy statements reflect actual practices and do not send patient-identifiable details in public replies or marketing systems without an appropriate basis and privacy review. FTC guidance on consumer health information.
HIPAA obligations depend on the practice, the vendor’s role, and the information involved. If a business-associate relationship applies, HHS guidance describes the requirement for satisfactory assurances, typically through a contract. Do not assume a marketing vendor is or is not a business associate without assessing its role and access to protected health information; seek qualified privacy advice for a specific arrangement. HHS HIPAA Privacy Rule guidance.
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