AI Search in de Zorg 2027

Look inside the book

What is in AI Search in de Zorg 2027?

The full table of contents: 65 chapters. You can read the first 4 chapters here for free (in Dutch), each on its own page.

1. 1Honest advice: why most agencies cannot help your practice (in Dutch) Free to read

2. 2What AI search really is (in Dutch) Free to read

3. 3AEO and GEO taken apart (in Dutch) Free to read

4. 4The evidence behind GEO: what has been proven, what is being sold (in Dutch) Free to read

5. 5YMYL: why the bar is higher for health In the book

   Google classifies topics internally by the harm that wrong information can cause. Health falls into the heaviest category, together with money and law. That category is called YMYL: your money or your life.

6. 6How a patient finds their way to you In the book

   Before you optimise anything, you need to know which routes exist. In Dutch healthcare there are five, and they differ greatly in what they ask of you.

7. 7The four screens, and what they really deliver In the book

   This chapter puts the proportions straight before you get to work. Without them, you invest in the channel with the nicest stories instead of the channel with the patients.

8. 8How an answer about your practice is put together In the book

   To understand where you have influence, you need to know what happens between a patient’s question and the answer they get. The process is no secret, but it is rarely explained.

9. 9The source hierarchy in a European language market In the book

   There is no research into which sources Dutch AI answers about healthcare rely on. That is not an oversight on my part; it simply does not exist.

10. 10Registers as evidence In the book

    Dutch healthcare providers have something almost no other business owner has: official, statutory, publicly searchable registers.

11. 11NAP consistency in Dutch healthcare In the book

    This is the most boring chapter in the book and probably the most profitable. It is about three details that must be exactly the same everywhere: your name, your address and your phone number.

12. 12The citation sources that count in the Netherlands In the book

    Not every citation is worth the same. For a healthcare practice the difference is bigger than in any other sector, because you have access to sources that others do not.

13. 13ZorgkaartNederland after September 2025 In the book

    Almost all advice on online visibility for healthcare providers that is more than a year old is out of date on this point. If you read somewhere that you should ask patients to leave a rating on ZorgkaartNederland (the Dutch healthcare review site), that comes from a time that has passed.

14. 14Reviews as source text In the book

    Reviews stopped being just social proof for the reader a long time ago. They have become source text, and that changes what a good review is.

15. 15Unstructured citations In the book

    This chapter is about citations that have no fixed fields, need not contain a link, and carry more weight for AI visibility than the tidy directory listings from the previous chapter.

16. 16Wikidata, sameAs and the knowledge graph In the book

    This chapter is about the technique that makes the connections from the previous chapters explicit, so a system does not have to guess them.

17. 17Professional confidentiality and the limits of your review response In the book

    This chapter is about the most important constraint in this book, and the only one you need not negotiate with your marketer about. It is written into law.

18. 18The transparency regulation, and why it happens to be good AEO In the book

    This chapter is about a legal obligation that most practices see as a burden and that in reality yields your best visibility material.

19. 19Asking for reviews without breaking the rules In the book

    Reviews weigh heavily on your position on the map, and they are source text for every system that makes a recommendation.

20. 20Cookies, tracking and consent In the book

    This chapter is about the part of your website where most healthcare practices have a problem without knowing it, and which has been actively checked since 2025.

21. 21What the regulator has made public since 2026 In the book

    As of 1 January 2026 something changed that has barely reached marketing practice, and it has direct consequences for your online reputation.

22. 22The sum total: a healthcare website that passes every regime In the book

    The previous four chapters each dealt with one regime. In practice they apply at the same time, and that is where things go wrong: each regime on its own is doable, the sum total is not.

23. 23The structure a search engine understands In the book

    Most healthcare websites are built from the organisation’s point of view. About us, our team, our treatments, contact. That is the layout of a brochure.

24. 24The answer passage: the writing pattern that gets cited In the book

    This is the most important writing skill of the moment, and you can learn it in an afternoon.

25. 25Symptom pages in the searcher's language In the book

    The symptom page is the workhorse of a healthcare website. It is also the page most often written by someone who knows the complaint from the inside, and therefore in words the searcher does not use.

26. 26Treatment pages and the limits of what you claim In the book

    The treatment page serves a different visitor from the symptom page. Here comes someone who already knows the name of the treatment, usually because a referrer or an acquaintance mentioned it.

27. 27Compound questions In the book

    Your patient’s search query has changed shape over the past two years. Not in what they want to know, but in how they ask it.

28. 28Waiting times, reimbursement and referral In the book

    In healthcare, three facts decide more often than anything else whether someone picks up the phone. All three are easy to write down, and they are missing on most sites.

29. 29Location pages without copy-and-paste In the book

    As soon as you have more than one location, a type of page appears on which almost everyone makes the same mistake. Not out of unwillingness, but out of efficiency.

30. 30Practitioners as recognisable people In the book

    The biggest unused lever on a healthcare website is the team page. Most of them show four first names and a group photo.

31. 31Structured data for a healthcare practice In the book

    This chapter is the practical side of chapter 16. That chapter explains what structured data does and does not do; this one sets out exactly what you hand to your web developer.

32. 32Speed, and why it counts for more in healthcare In the book

    The back end of your website decides whether everything from the previous chapters pays off. An excellent symptom page on a site that takes seven seconds to load achieves nothing.

33. 33Mobile is not the second version In the book

    Google judges your site primarily on its mobile version. More importantly, most of your patients look on a phone, often in pain and often one-handed.

34. 34In healthcare, accessibility is no side issue In the book

    This is where a healthcare practice should lead the way, and it rarely does.

35. 35The registration form In the book

    The form is where visibility turns into a patient. It is also where too much is asked most often, with the best of intentions.

36. 36The Business Profile as an AI source In the book

    Your Google Business Profile is the most important part of your local visibility. It is free, entirely under your own control, and at most healthcare practices only half filled in.

37. 37The profile at one hundred per cent: the playbook In the book

    Most business owners fill in their Business Profile the way they fill in a tax form. As fast as possible, as little as possible, and then never look at it again.

38. 38Categories and services In the book

    Of all the individual settings in your profile, the primary category carries the most weight. It decides for which types of query Google considers you at all.

39. 39Practitioner profiles In the book

    There is one tool that is almost exclusively available to professions like yours, and that almost no healthcare practice in the Netherlands uses.

40. 40Photos and video In the book

    In recent years images have shifted from mood material to signal. For a healthcare practice they are also the element with which you win or lose trust fastest.

41. 41Ask Maps, Ask for Me and what applies in the Netherlands In the book

    This chapter is about three features that are written about a lot and most of which do not run in the Netherlands. I set out exactly what does and does not apply, because this is the topic on which most books and blogs get it wrong.

42. 42Suspension, appeal and reinstatement In the book

    A suspended Business Profile is an acute problem for a healthcare practice. You disappear from the map, your reviews are invisible, and the phone stops ringing.

43. 43Being reachable is a visibility factor In the book

    This part is about automation, and it deliberately does not start with technology. It starts with a figure most practices have never measured.

44. 44The phone is the product In the book

    In most sectors the phone is a channel. In healthcare it is the moment where everything comes together.

45. 45AI phone assistants in healthcare In the book

    An AI phone assistant answers, holds a conversation in plain language and either handles the call or passes it on. The technology now works well enough to be taken seriously.

46. 46AI chat on your website In the book

    A chat window on a healthcare website is more attractive than it seems and riskier than it looks. This chapter covers both.

47. 47Agentic booking: when the AI makes the appointment In the book

    This chapter is about the shift that will matter most and that has not yet arrived in the Netherlands. That is exactly why it is in the book.

48. 48The minimum standard for AI at the front door In the book

    This chapter is the brake under the previous part. It is about what you put in place before you let a system talk to your patients.

49. 49Measuring whether AI mentions you In the book

    This chapter is the hinge of the book. Everything before it is about what you do. Everything after it is about what you get out of it.

50. 50What else to measure In the book

    Visibility in AI answers is one layer. If that is all you measure, you know whether you are mentioned and nothing else.

51. 51When the answer is wrong In the book

    Sooner or later it happens. A model tells a patient something about your practice that is not true.

52. 52Protecting your profile In the book

    Your Business Profile is the only part of your visibility that strangers are allowed to edit.

53. 53The ninety-minute audit In the book

    This chapter is meant to be done, not read. Block ninety minutes in your diary, close the door and work through it.

54. 54The ninety-day plan In the book

    Ninety days, four phases, and at the end a practice that can be found in the search engine and is present in the answers.

55. 55What you spend In the book

    Visibility in AI answers costs money or time. Usually both, and you decide the balance yourself.

56. 56A worked example, and the baseline measurement In the book

    The five chapters that follow work through one practice from start to finish. From the first measurement to the figures a year later.

57. 57The question matrix, and where to start In the book

    Ten gaps and two to four hours a week. The order decides whether you see something in month three or in month nine.

58. 58The profile and the website In the book

    Weeks one to eight at De Waag, in the fixes that delivered the most.

59. 59Reviews, citations and the second AI round In the book

    Months three to nine at De Waag. The slowest phase, and the phase in which the difference is made.

60. 60The figures after twelve months In the book

    Twelve months after the baseline measurement, and the question that counts in the end: what did it deliver?

61. 61Multiple locations In the book

    Everything in this book applies per location. That sounds obvious, and it is exactly where chains and group practices go wrong.

62. 62Who does what, and how to keep it going In the book

    The biggest risk to this whole programme is not that it does not work. It is that it grinds to a halt after four months.

63. 63Fifteen mistakes I come across again and again In the book

    This chapter is the short version of the whole book, approached from the back.

64. 64The questions I am asked most often In the book

    From conversations, from inboxes, and from the audience at presentations. As far as possible in the words in which they are asked.

65. 65What the coming year is likely to bring In the book

    A final chapter about the future is an invitation to write nonsense. I am going to try to do it differently.

Want to read on?

The other 61 chapters are in the book. On sale at Primera and on Amazon.nl.

Order the paperback on AmazonBuy at Primera

Questions

Questions about AI Search in de Zorg 2027

Where can you find AI Search in de Zorg 2027 online?

Besides this site, the book is listed on these book platforms:

• Amazon.nl: paperback
• Amazon.nl: e-book
• Goodreads: paperback
• Goodreads: e-book

All books by Gijs Bodenstaff in one place: Goodreads, BookBub and Amazon.