The New, New Patient Journey

Today, a prospective patient searching for care has options. While they may type into a search engine the words "best dermatologist near me,” they’re just as likely to open a platform like ChatGPT and ask: "What should I look for in a dermatologist, and who comes highly recommended?"

Within seconds, a conversational, personalized response appears. A practice or healthcare provider is mentioned, a website is visited, and potentially a consultation or appointment gets booked.

This scenario reflects the new patient journey. And it's changing everything.

AI chatbot usage exploded 81% year-over-year between 2023 and 2025, according to a two-year traffic study. Meanwhile, nearly three-quarters of young adults under 30 across the nation now use AI to search for information at least some of the time — and one in three people in the U.S. and UK use generative AI tools like ChatGPT or Gemini daily, including for recommendations that sound a lot like how people once chose a doctor: "Who's good, and why should I trust them?"

Here's the exciting part: this shift is an opportunity, not a threat — if you move now. AI models pull their answers from the web's most credible, consistently present, and clearly articulated sources. That means your practice's digital voice — your thought leadership content, your reviews, your patient education materials, your structured data — must be strong, current, and trustworthy enough to become part of the AI's answer.

In short: if you don't show up in AI-driven conversations, you risk disappearing from the discovery journey entirely.

Remember, there’s no time like the present. Audit your digital presence with fresh eyes. Ask: Would an AI chatbot confidently recommend us? If the answer is uncertain, it's time to evolve your strategy.

Today, the prospective patient journey has a new starting point. Yet, one pillar of online marketing success remains the same — meeting your future patients right where they are. For this reason, it’s essential to partner with an experienced online marketing and AI consulting team. They understand the nuances and ever-changing landscape in digital marketing and can make all the difference — helping your practice assess your current digital footprint, crafting an AI-visibility strategy, and implementing the right tools and content to ensure you're found, trusted, and chosen in this new era of discovery.