AI Tools Rival Referrals as Patients Rethink How They Choose Healthcare Providers

Survey Reveals AI Tools Rival Primary Care Referrals in Healthcare Provider Selection

A recent survey conducted in June 2025 by Rater8 highlights a significant shift in how patients choose healthcare providers. According to the findings, 26% of patients have been directly influenced by AI tools—such as AI-generated review summaries and conversational assistants like ChatGPT—when selecting their healthcare provider. This influence nearly matches traditional primary care referrals (28%) and healthcare review sites (29%).

Rater8 warns that the traditional referral system is weakening, and healthcare practices that lack strong AI visibility may face increased patient loss.

Survey Details and Methodology

The data comes from two surveys carried out via SurveyMonkey: one in December 2024 with 1,008 U.S. adults and another in June 2025 with 1,024 U.S. adults. Both surveys used balanced demographics to ensure reliable comparisons over time.

Changing Patient Behaviors in Provider Research

Online reviews remain a dominant factor. In both December 2024 and June 2025, 84% of patients reported checking online reviews before booking care. Moreover, over half (51%) read at least six reviews before making their choice.

At the same time, 73% of patients have adopted new tools to research providers. These include AI chatbots like ChatGPT, voice assistants such as Siri and Alexa, and social media platforms like TikTok and Instagram. This indicates the patient decision-making process is now influenced by multiple digital touchpoints within an AI-powered ecosystem.

Specifically, 31% of patients use generative AI for researching or comparing providers, showing growing integration of AI in healthcare decisions.

Shifts in Trust and Decision Drivers

Trust patterns are evolving as well. A majority of patients (61%) trust online reviews more than personal recommendations from friends or family. About one-third place equal trust in AI-generated search results and traditional search engines, while nearly 20% trust AI-powered recommendations even more.

Only 11% of respondents expressed skepticism toward AI recommendations. However, authentic patient experiences remain the ultimate factor influencing final decisions, emphasizing the continued importance of real-world feedback.

Implications for Healthcare Management

These findings suggest healthcare providers need to prioritize their online presence, especially in AI-driven platforms, to maintain patient engagement and reduce leakage. Embracing AI tools for reputation management and patient interaction is becoming essential.

Healthcare managers should consider integrating AI insights with traditional referral strategies to optimize patient acquisition and retention.

For professionals interested in enhancing their skills with AI tools relevant to healthcare management, exploring targeted courses can be beneficial. More information is available at Complete AI Training.