09/08/2026
The new front page isn't Google. It's AI.
For years, digital discovery meant search engines.
A patient searched for a dermatologist.
Google returned results.
The patient compared them.
That behaviour is changing.
People can now ask AI systems to research, compare and explain their options.
And those systems don't know your clinical expertise personally.
They work from the information available about you.
Your website.
Your professional profiles.
Your qualifications.
Your publications.
Your mentions across the web.
Your reviews.
Your consistency.
This creates a new layer of clinical authority:
What does the internet say about you when nobody from your clinic is in the room?
That question is going to matter more.