Patients turn to AI, social media when choosing doctors, survey finds

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For decades, referrals and word-of-mouth were the main routes to finding a new physician. Now, according to rater8’s 2025 report, “The Next Evolution of Patient Choice: The Rise of AI in Healthcare Search,” patients are increasingly relying on artificial intelligence (AI), online reviews and social media when deciding where they should seek care.

The survey of more than 1,000 U.S. adults found that 70% are open to — or are already using — AI tools to research physicians. Among patients, 26% said AI recommendations directly influenced their decision — nearly equal to primary care referrals (28%) and health care review sites (29%).

Online reviews still key

Despite new technologies, reviews continue to carry weight. Eighty-four percent of patients said they check online reviews before booking care, with more than half reading at least six reviews before making an appointment.

Negative reviews can override even trusted referrals. Sixty-one percent of patients said poor online feedback would dissuade them from seeing a physician, even if recommended by friends or family.

Patients also want physicians to engage with reviews. Forty-one percent said their level of trust increases when a physician responds to feedback, and nearly half value responses regardless of whether the review is positive or negative.

AI trust is rising, but patients want authentic voices

The report shows a growing willingness to rely on AI-generated results. One-third of respondents said they trust AI search outcomes as much as traditional engines. Almost one in five said they trust AI more.

Only 11% expressed outright skepticism.

Still, authenticity matters most. When asked what information they value in AI summaries, 40% cited verified patient reviews — ranking well ahead of physician credentials or convenience factors.

Social media and voice search

Social media is gaining traction as a source of trust and discovery. More than a third of patients (35%) said they’ve chosen a physician based on social media presence, and nearly a quarter listed social media platforms among their top influences in physician choice.

AI voice assistants like Siri, Alexa and Google Assistant are also increasingly part of the search journey. A quarter of patients said they used voice search in 2025 to find physicians, though mostly for practical details like directions and office hours.

Patients rarely leave reviews unprompted

The report highlights a consistent participation gap: while reviews heavily influence choice, 57% of patients said they rarely or never leave them. Practices that ask can make a difference.

Nearly three-quarters of respondents said they are at least somewhat likely to leave a review when prompted, with email and text messages as the preferred outreach methods.

Timing matters, too. Nearly half of survey respondents said they would be most likely to leave a review within 24 hours of their appointment.

What this means for practices

Evan Steele, founder and CEO of rater8, said the findings underscore a fundamental shift.

“This report reveals a fundamental shift in how patients find and choose a doctor — and it is all driven by technology and AI,” he said. “There is a major opportunity for health care organizations to grow if they embrace these new tools. This is one of many reasons that we are committed to arming health care practices with the tools and information they need to improve online visibility and engage with patients consistently, no matter how the landscape evolves.”

The report warns that practices without a strategy for garnering reviews, AI visibility or social engagement risk losing patients to competitors with stronger online profiles. Meanwhile, those who actively respond to feedback and optimize their presence across digital channels are better positioned to attract new patients.

Patient choice is evolving quickly. AI, online reviews and social media are now deeply intertwined in the decision-making process. Visibility and engagement are no longer optional — they are central to growth and patient acquisition in an increasingly digital health care marketplace.