The way patients search for care is undergoing a seismic shift. Traditional search results, those familiar blue links we’re all familiar with, are giving way to answers generated by artificial intelligence (AI).
Tools like Google’s Search Generative Experience (SGE), ChatGPT, and Perplexity are now delivering curated, conversational responses that quickly guide patients to providers — and away from your website. This shift has major implications for how healthcare practices get discovered, and trusted, by new patients online.
Why This Matters
Healthcare is one of the industries most affected by these changes, and the implications are real: websites are seeing less organic traffic, ad costs are rising, and providers with weak online reputations are falling off the map entirely.
In the past, patients might have searched “best orthopedic surgeon near me” and combed through the local listings. Today, they’re more likely to be conversational with their search queries and ask questions such as, “Who’s the best orthopedic surgeon in Austin accepting new patients?”
AI responds with a single answer, not a list of options. And the practices that show up? They’re the ones with a strong online presence, detailed reviews, and structured content that’s easy for AI to parse through.
Moreover, Google is now citing its own reviews in AI Overviews, alongside third-party listings like Healthgrades and Vitals. This change signals a broader shift: Google is casting a wider net to populate AI-generated results, which means practices must maintain a presence across all major review platforms. Visibility is no longer just about ranking high on Google — it’s about being referenced in the sources that AI has already been trained to trust.
As the year comes to a close, patients are racing against the calendar, not just to complete their holiday shopping, but also to schedule end-of-year medical appointments.
For many, meeting their annual deductible or taking advantage of flexible holiday schedules makes December the perfect time to prioritize healthcare.
For medical practices, this seasonal rush presents more than just full waiting rooms; it’s an opportunity to strengthen their online presence and gather meaningful patient feedback to carry into the new year.
Post-Care Surveys vs. Online Reviews
While related, post-care surveys and online reviews serve distinct purposes in the patient feedback ecosystem. Post-care surveys help practices capture real-time insights to improve operations, while online reviews are a public reflection of patient experiences that boost reputation and visibility. When used together, they can drive impactful changes, offer benchmarking against competitors, and build trust with both current and prospective patients.
Why Patient Feedback Matters During the Holidays
The end-of-year surge in patient engagement is the perfect time to prioritize both surveys and reviews. Here’s why:
Patients are ready to engage: With healthcare top of mind, patients are more likely to provide meaningful feedback. Post-care surveys allow practices to gather input shortly after appointments, ensuring that responses are timely and relevant.
Online reviews build momentum for the new year: A steady stream of patient reviews helps practices stand out online and reinforces trust with existing and prospective patients. Positive reviews improve a practice’s visibility and credibility online, creating a solid foundation for growth in the new year.
Patient feedback drives meaningful change: While positive reviews enhance reputation, constructive criticism from surveys provides clear opportunities to refine operations, improve patient experience, and identify gaps in care delivery.
How to Boost Participation in Post-Care Surveys
Even in the hustle and bustle of the holiday season, you can inspire patients to participate in post-visit surveys with a few thoughtful strategies:
Simplify the process: Send short surveys via text or email right after checkout with a direct link for easy access. A quick and seamless process is a win for busy patients.
Communicate the value: Be transparent about how their feedback helps improve care. When patients feel heard, they’re more likely to provide candid responses.
Incentivize participation: Consider holiday-themed incentives, like a raffle entry or a personalized thank-you message, to encourage participation.
The Hidden Gift of Patient Feedback
It’s easy to focus on positive feedback: it feels good, boosts morale, and reinforces what you’re doing right. But the truth is, negative feedback can be just as valuable, if not more so. Honest criticism highlights areas where patients feel underserved and uncovers opportunities for meaningful improvement.
For instance, if several patients mention long wait times, it could be a sign to revisit scheduling processes or adjust staffing during peak hours. Or, perhaps feedback about confusing billing processes or difficulty reaching staff might indicate a need for better communication tools or additional training. These insights, while sometimes difficult to hear, are gifts in their own right, offering a clear path to better care. Moreover, gathering patient feedback and acting on it allows practices to benchmark themselves against competitors. By reviewing what other groups in your market are doing well or not so well, you can identify areas for improvement and differentiate yourself.
