AI visibility for healthcare and municipalities: get the facts right

Healthcare providers and municipalities can make sure AI gives the right information by keeping their own website current, clear and easy to read. Put opening hours, addresses, contact details and procedures on stable, easy-to-find pages, and keep that information identical everywhere. Then check regularly what ChatGPT, Gemini, Perplexity and Claude say about your organisation.

Why this matters even more in healthcare and government

Residents and patients increasingly ask AI practical questions. Think of "how do I apply for a parking permit in Amersfoort?" or "does the out-of-hours GP service in Deventer have a pharmacy at night?". If an AI assistant then gives an outdated phone number or the wrong procedure, the consequences are immediate. People call the wrong number, miss a deadline or go to the wrong location.

For an online store, an error is annoying. For a municipality or healthcare provider, it can genuinely get people into trouble. That is why you need to know what AI says about you.

Create one clear source of truth

AI assistants combine information from many sources. The clearer your own website is, the more likely it is to be used as a source.

• Give each service or procedure its own page with a clear title.
• Start every page with a short, direct answer: what it is, who it is for and how to arrange it.
• Put addresses, opening hours and phone numbers on the page as plain text, not only in an image or PDF.
• Show when the page was last updated.

An example: a municipality in the south of the Netherlands had information about waste collection spread across a news item, a PDF and an old page. After merging it into one up-to-date page with a clear question-and-answer structure, the information became much easier to find for residents and for AI alike.

Keep your details consistent everywhere

Many organisations appear in several places online: their own site, a Google Business Profile, health insurers, referral directories and open data sets. If those sources contradict each other, AI may pick the wrong one.

List every place your organisation is mentioned. Check the address, phone number, opening hours and the name of each location. After a move or merger, update everything at once. Read more in our article on Google Business Profile and AI visibility.

Use structured data

Schema.org markup makes facts machine-readable. For healthcare and government, these types are among the most useful:

• MedicalOrganization or Hospital for healthcare providers
• GovernmentOrganization for municipalities and other public bodies
• OpeningHoursSpecification for opening hours, including public holidays
• FAQPage for frequently asked questions

Only include data that is also visible on the page. You can find a worked example in our LocalBusiness structured data example.

Take care with medical information

AI assistants often give general advice on health questions. Make sure your own pages clearly state when someone should call, contact the out-of-hours GP service or, in an emergency, dial 112. Write in plain language and refer to reliable national sources where appropriate. That makes it more likely AI will point people to the right route.

Check and correct regularly

Every month, put a fixed set of questions to several AI assistants. Choose questions residents or patients really ask, such as "how do I book an appointment at the outpatient clinic?" or "where can I drop off bulky waste?". Note which answers are wrong or outdated and work out which source is causing it.

Found an error? Follow our step-by-step guide for when AI gives wrong information about your organisation.

Help with monitoring

Rather not track this by hand? Our page on AI visibility for healthcare and the public sector explains how we help healthcare providers and municipalities. With GEO tracking we measure every week what AI says about your organisation, and you receive a report with concrete improvements.