Patients no longer are relying solely on Google searches or personal referrals when choosing doctors – now they're tapping into AI and social channels.
According to a rater8 report, AI, voice assistants and social media are rapidly becoming central to provider selection, forcing healthcare organizations to rethink visibility and engagement strategies.
The survey highlighted a sharp rise in AI adoption, with nearly a third (31%) of patients now using generative AI tools like ChatGPT or Google AI Overviews to research providers.
More than a quarter (26%) said AI directly influenced their choice of doctor – a level of influence comparable to primary care referrals (28%) and review sites (29%).
"This near-tie suggests patients are increasingly willing to consider AI-generated results alongside traditional research methods," rater8 CEO Evan Steele told Healthcare IT News.
The report indicated trust in AI also is climbing: One third of patients said they trust AI-generated search results as much as Google, and nearly one in five reported trusting AI even more. By contrast, only 11% expressed skepticism about AI recommendations.
"Instead of combing through multiple websites, reviews and maps, patients now can ask AI tools for provider recommendations and receive instant, synthesized answers," Steele said.
He added while this is speeding up the decision making process, it also means AI tools are acting as a new "gatekeeper," deciding which providers get surfaced and recommended.
Steele said staying visible in AI-driven search requires a multi-pronged approach. Healthcare providers must ensure their location and provider profiles are complete, accurate and consistently updated across major data sources such as Google, Apple Maps and Healthgrades, since AI tools rely heavily on structured third-party datasets.
"A strong, review-rich online presence is equally critical, with recent, verified patient feedback helping to signal trustworthiness," he said.
In addition, publishing clear, patient-focused content on an organization's own website – optimized for Large Language Model queries – can further improve visibility and engagement.
Online reviews remain the strongest influence, with 84% of patients checking reviews before booking and more than half reading at least six.
Negative reviews carry weight – 40% of patients said they canceled or avoided appointments due to poor feedback, even when friends or family recommended the provider. Nearly half value providers who respond directly to reviews.
At the same time, 73% of patients reported adopting new search behaviors in the past year, including TikTok, Instagram, Siri and Alexa.
Steele said healthcare providers must adapt their digital presence and content strategies to stay competitive as search algorithms evolve, moving from a static to a dynamic digital strategy provider.
"Create and develop content in short-form videos that answer patient questions the way they'd ask them aloud," he said. "Be present across all avenues patients are searching, including search engines, maps, review platforms and social media to strengthen algorithmic signals."
He also recommended keeping online patient reviews fresh, balanced and plentiful, noting algorithms and prospective patients alike value recency and volume.
Nathan Eddy is a healthcare and technology freelancer based in Berlin.
Email the writer: nathaneddy@gmail.com
Healthcare IT News is a HIMSS Media publication.
