Will one practice per market own the Authority Paragraph™, and will it be mine?
Probably one, maybe two, and the race has already started. Google’s AI Overview, the answer Google writes above the regular results, opens with what Big Case Marketing calls the Authority Paragraph™: the paragraph that puts one practice forward as the one to consider. In a niche as narrow as full arch, there is room for only one or two practices to own that position in a market.
AI search is new. Dentists are usually early adopters of technology that improves results in the chair, and sometimes of expensive technology that excites them and means little to patients. A few dentists are already interested in AI and acting on a hunch that getting ahead of it pays. Most aren’t. When we ask patients if they know what AI is, most say yes. Few realize it is already working online to decide which practice they see.
Here is what that looks like on the ground. We recently watched a practice in one of the 40 largest US markets go from barely being seen a year ago to being featured in 7 out of 10 of the key searches we use to gauge what is happening in that market. It took just over six months.
Someone can still catch that practice. Every month it keeps up its pace, that gets harder. Once a practice is ahead of the AI searches, the rest of the market is chasing a moving target.
Fortunately, we don’t see that pace in most markets. That won’t last. As more dentists tune in, more will act, and the practices that move first will hold the position before the others know it exists.
You can’t own a spot you haven’t looked at. Search your market this week and find out whether someone has already started.
Not sure where your practice stands with AI search? That’s what a Market Review Call answers. Before we talk, we look at your market the way a patient sees it today, AI included. Then you get a straight read on whether you can win it, and what it would take.