AEO for healthcare patient acquisition

AI tools are becoming part of how patients research healthcare options. When ChatGPT or Google AI Overviews recommend a practice, that recommendation carries implicit trust – the AI has "vetted" the suggestion.

Unlike traditional search where patients scan ten results, AI responses typically feature one to three sources. Being among those cited sources means significantly less competition for attention.

AI recommendations often occur earlier in the patient decision journey – during the research phase before they are ready to book. This positions your practice as the trusted authority before competitors even enter the picture.

Google has rolled out AI features across search, including AI Overviews that synthesize information from multiple sources and cite the websites they draw from.^[1] Being cited in these features maintains visibility as search evolves.

AI tools retrieve information using patterns similar to how search engines evaluate authority. Structured data, consistent entity signals, and authoritative content all influence what gets cited.^[2]

Entity clarity is fundamental. AI systems need to understand what your practice is, where it is located, what conditions you treat, and who provides the care. This information must be explicit and structured – not buried in marketing copy.

Content that directly answers patient questions gets cited more often. A page titled "How acupuncture treats chronic pain" with clear, evidence-based explanations is more citable than a generic services page.

Consistency across platforms strengthens AI confidence. When your practice name, address, services, and specialties are consistent across your website, Google Business Profile, and directory listings, AI tools can verify and confidently cite your information.

Implement comprehensive structured data: MedicalBusiness schema on your homepage, Physician schema on provider pages, MedicalCondition and MedicalProcedure schemas on content pages. This creates the entity graph AI tools rely on.^[3]

Create content that answers the questions patients ask AI tools. Think: "best [specialty] in [city]," "how to treat [condition]," "what to expect from [treatment]." Each answer should be on a dedicated page with clear, extractable information.

Build FAQ sections with structured FAQPage markup. AI tools frequently pull from FAQ content because the question-answer format directly matches user queries.^[4]

Maintain active, complete profiles on healthcare directories and Google Business Profile. These third-party sources serve as corroborating signals that help AI verify your practice information.^[5]

Test your AI visibility regularly: ask ChatGPT, Perplexity, and Google AI Overviews the questions your patients would ask. Note whether your practice is mentioned, cited, or absent.

Track branded search volume – an increase in people searching your practice name can indicate AI-driven awareness even when you cannot directly measure AI citations.

Monitor Google Search Console for new queries driving traffic. AI recommendations often generate follow-up searches as patients verify what they heard from AI tools.

Compare new patient inquiry sources. Ask new patients how they found you – "AI recommendation" or "ChatGPT" as a referral source is becoming increasingly common in intake forms.