Your Phones Are Quiet? Blame Google’s AI. Here’s the New Patient Playbook.

Dr. Evans runs a successful dental practice. For years, the formula was simple: maintain excellent patient reviews, keep the website updated, and rank in the top three on Google Maps for “dentist near me.” The appointment book stayed full.

But recently, something felt off. The phones were quieter. New patient inquiries from the website showed a slow, unnerving dip, even though her practice was still parked right at the top of the search results. It was a mystery that was starting to affect her bottom line.

Dr. Evans isn’t alone. Across the country, private practice owners are feeling this phantom slowdown. The culprit isn’t a new competitor or a bad review; it’s a fundamental shift in how Google works, and it’s called AI Overviews. This isn't just another algorithm tweak—it's Google changing the rules of the game, and if you don’t learn the new playbook, you risk becoming invisible to potential patients.

Key Takeaways:

• Google’s AI Overviews are stealing clicks. Instead of listing your practice in search results, Google now delivers AI-generated answers—disrupting the traditional “dentist near me” click path.
• The patient journey begins with answers—not links. Potential patients are getting immediate AI advice without ever visiting your site, drastically reducing new inquiries.
• Your Google Business Profile is now the “AI Fact Sheet.” Every detail in your GBP—from services offered to specialization—matters for inclusion in AI-generated answers.
• Turn patient testimonials into strategic keywords. Encourage specifics in reviews (e.g., “sciatic nerve pain relief”) to align with AI patterns and capture high-intent search references.
• Boost your authority beyond your site. Secure mentions in reputable health directories and contribute content to trusted local or academic outlets to strengthen AI trust signals.
• Create content that actually answers patient questions. Detailed guides (e.g., “Runner’s Guide to Knee Pain”) help you become the basis for the AI responses that patients see.
• Local SEO is not dead—but it’s evolving. Traditional tactics still work for “near me” searches, but capturing the information phase of the patient journey is now critical.
• Be the trusted answer, not just a search result. The future of patient acquisition hinges on visibility within AI-generated responses—not merely ranking on page one.

What is This Silent Appointment-Thief?

Imagine you’re a potential patient. You notice your gums bleed whenever you brush your teeth. Ten years ago, you would have searched “dentist in my city” and clicked through a few websites.

Today, you’re more likely to ask Google a question first: “Why do my gums bleed when I brush?”

Instead of just giving you a list of links to click, Google now presents an AI Overview at the very top of the page. It looks like a neat, confident summary, saying something like:

Bleeding gums are often an early sign of gingivitis, caused by plaque buildup. It’s important to see a dentist for a professional cleaning and checkup. Proper brushing technique and daily flossing can help reverse it in many cases.

The person just got their answer. They feel informed. What they didn't do was click on a single dental practice's website. This is the new reality of the zero-click search.

While your practice might be the #1 result organically, it doesn’t matter if the patient never scrolls past Google’s own answer. The AI Overview just stole your click, your potential traffic, and your chance to build trust.

From Search Engine to Health Concierge

Here’s where it gets critical for practices like Dr. Evans'. Google isn’t just summarizing facts anymore; it’s starting to make subtle recommendations within its AI answers.

Let's go back to our potential patient. Their next search might be, “How much does a deep dental cleaning cost?”

The AI Overview might respond:

The cost of a deep cleaning (scaling and root planing) can vary, but typically ranges from $200 to $400 per quadrant. Look for dental offices that offer in-house payment plans or are transparent with their pricing. Patient reviews often mention clinics that are good at explaining insurance coverage.

Suddenly, Google isn't a neutral directory; it’s a concierge guiding the patient’s decision-making. It’s telling them what to value—payment plans, price transparency, and positive reviews about billing—before they even look at a list of dentists. If your online presence doesn't highlight these things, you’re not even in the running for that patient’s attention.

The New Playbook: How to Get Referenced by the AI

So, how do you fight back? You don’t. You adapt. The goal is no longer just to rank; it’s to become the source material for Google’s AI. Here’s how you do it.

1. Turn Your Google Business Profile into an AI Fact Sheet

The AI treats your Google Business Profile (GBP) as a primary source of truth. Every field is an opportunity.

• The Story: A dermatologist was frustrated she wasn't getting calls for cosmetic procedures. She realized her GBP description was generic. She rewrote it to say: “We specialize in medical and cosmetic dermatology, offering expert care in acne scar treatment, Botox, and Mohs surgery for skin cancer.” She listed each of these as a specific service. Soon, Google’s AI Overview for “best treatments for acne scars in [her city]” began referencing procedures her clinic was known for. The right kind of patient started calling.

2. Turn Patient Testimonials into AI Keywords

The AI scans your reviews for patterns and specific phrases. It trusts what your patients say about you, sometimes more than what you say about yourself.

• The Story: A chiropractor consistently asked his patients to leave a review, but they were often vague (“Great adjustment!”). He changed his follow-up email to say: “We’d love to hear about your experience. If we helped you with a specific issue, like chronic migraines or lower back pain, mentioning it helps others find the right care!” Soon, reviews started popping up that said, “Dr. Smith finally fixed the sciatic nerve pain I’ve had for years.” That “sciatic nerve pain” keyword became a powerful signal of trust that the AI could pick up on.

3. Build Your Digital Authority Beyond Google

AI Overviews don’t just look at your website; they scan trusted third-party sites like Healthgrades and Vitals, along with academic and local health publications. Each mention is a vote of confidence.

• The Story: An audiologist wanted to be seen as the local expert for tinnitus (ringing in the ears). Beyond her own site, she made sure her profiles on the American Academy of Audiology directory were complete and wrote a guest post for a local hospital's wellness blog about managing tinnitus. When the AI generated an overview for “how to stop ringing in ears,” it referenced principles she had written about, indirectly positioning her as a trusted local authority.

4. Answer the Questions Patients Are Really Asking

Stop writing thin service pages. Create rich, detailed content that answers the specific health questions your potential patients are typing into Google.

• The Story: A physical therapy clinic noticed a pattern of calls from runners with knee pain. They created a detailed guide on their website titled, “A Runner's Guide to Preventing and Treating Knee Pain.” It included sections on proper stretching, the best shoes, and simple at-home exercises. This guide became a primary source for AI Overviews answering questions about “runner's knee,” driving informed and high-intent patients to book appointments.

The Bottom Line: Be the Answer, Not Just the Link

It’s important to know that for now, direct searches like “urgent care near me” will still primarily show the local map pack. AI Overviews haven't killed traditional local SEO—yet.

But they have completely taken over the crucial information-gathering phase of the patient's journey.

Think of it this way:

• Old SEO: Get your practice on the list.
• New SEO: Get your practice’s expertise into the answer.

The practices that thrive in this new era will be the ones that generously share their expertise, meticulously manage their reputation across the web, and focus on being genuinely helpful. Google is building an answer engine powered by AI. It’s time to make sure it sees you as the most trustworthy answer.