There was a time when a GP referral was the end of the decision-making process. The GP assessed the patient, identified the need, and referred them to a surgeon they trusted. The patient booked in. The surgeon operated. Everyone moved on.
That pathway still exists, but it is no longer the whole story.
The referral is now the starting point, not the finish line
Today, the moment a patient receives a referral, most of them do the same thing: they open Google and type in the surgeon's name.
What they find in those search results determines whether they pick up the phone. The GP may still recommend. But the patient now makes the final call.
The data backs this up. Research consistently shows that 78% of patients check online before booking a medical appointment. More than 80% research their practitioner even after receiving a direct referral. And roughly 40% will decide not to book based on what they find, or fail to find, online.
This is not a generational trend limited to younger patients. It cuts across every age group. If someone can use a smartphone, they are searching.
What patients actually look for
When a patient Googles a surgeon's name, they are not looking for peer-reviewed publications or conference presentations. They are looking for answers to much simpler questions.
Is there a website? A professional website is a basic credibility signal. Its absence raises questions. If a surgeon has no website, the patient is left with whatever Google serves up, and that might be a bare directory listing, an outdated profile, or something worse.
What does this surgeon specialise in? Patients want to know whether the surgeon's focus matches their specific condition. A general listing that says "orthopaedic surgeon" does not answer the question "does this person regularly perform the procedure I need?"
Are there any red flags? Patients scan for negative articles, complaints, disciplinary actions, or anything that feels off. A sparse online presence can itself feel like a red flag, because the patient wonders why there is so little information available.
What is their approach to care? Patients are looking for reassurance. They want to understand how the surgeon communicates, what the process looks like, and what to expect. Educational content that explains procedures in plain language goes a long way.
Can I book online? Convenience matters. Patients increasingly expect to request appointments, check availability, or at least find clear contact details without making a phone call.
Your competitors are already there
Here is the part that is easy to overlook. While some surgeons still rely entirely on referral networks, others in the same speciality have built a visible, professional web presence. They have websites. They publish content. They appear in Google Business Profile results with photos, reviews, and opening hours.
Those surgeons are capturing the patients who would otherwise come to you.
This is not hypothetical. When a patient receives a referral to two surgeons and one has a comprehensive online presence while the other has nothing, the choice is straightforward. The patient books with the surgeon they can learn about.
The AI search factor
There is a newer dimension to this that most practices have not yet considered. Google AI Overviews now appear on 88% of healthcare-related queries. When a patient searches for a surgeon's name, Google's AI may generate a summary drawing from whatever information is available online.
If the only information available is a directory listing with a name and address, the AI has almost nothing to work with. The summary will be thin, generic, or absent entirely.
If there is a professional website with educational content, procedure explanations, and a clear description of the surgeon's approach, the AI draws from that material. The result is a richer, more informative summary that builds confidence before the patient even clicks through.
In practical terms, the surgeons who publish useful content are now shaping what AI tells patients about them. The surgeons who do not are leaving that narrative to whatever happens to appear.
What you can do about it
The good news is that addressing this does not require a massive investment of time or money. For most surgeons, four actions make the biggest difference.
Build a professional, AHPRA-compliant website. It does not need to be elaborate. It needs to clearly communicate who you are, what you do, where you practice, and how to get in touch. Compliance with AHPRA advertising requirements is non-negotiable for Australian registered practitioners.
Publish educational content about your procedures and approach. Even two or three well-written articles about the conditions you treat and the procedures you perform will transform what Google shows when someone searches your name. This content also feeds directly into AI-generated summaries.
Optimise your Google Business Profile. Claim it, verify it, add your correct practice details, upload professional photos, and keep it current. This is often the first thing a patient sees.
Claim your directory listings. Platforms like HealthShare, HotDoc, and Doctify rank well in Google. Ensure your profiles on these platforms are complete, accurate, and consistent with your website.
The return is disproportionate to the effort
I speak with surgeons regularly who assume that building a web presence will take months and cost a fortune. In reality, a well-built website and a handful of thoughtful articles can be delivered in weeks. The time investment is small relative to the impact.
What changes is the entire Google landscape for your name. Instead of a sparse collection of directory stubs, patients find a cohesive, professional presence that answers their questions and gives them confidence to book.
Coming from a clinical background in ICU and anaesthetic nursing, I understand the demands on a surgeon's time. The last thing anyone needs is another administrative burden. That is exactly why we handle the entire process, from website build through to content creation and ongoing optimisation, so that surgeons can focus on what they do.
If you would like to see what Google currently shows when patients search your name, we are happy to run a complimentary audit. No obligation, no pressure. Reach out to clare@narrativedigital.com.au.
Related Reading
- Why Every Surgeon Needs More Than a Directory Listing
- What Happens When a Patient Googles Their Doctor
- What Is GEO and Why Your Google Results Now Include an AI Summary
- Medical Practice Websites
Clare Burns is Co-Founder of Narrative Digital. Before moving into digital strategy, Clare spent over a decade in ICU and anaesthetic nursing across major metropolitan hospitals. She brings a clinical understanding of the medical world to every client engagement.