Patients choosing a new dentist or doctor no longer start in one place. Many still search Google for “dentist near me” or a doctor’s name. More and more also ask ChatGPT which practice fits their needs. On November 10, 2026, OpenAI launched Businesses in ChatGPT (in beta), giving practices a way to claim a verified ChatGPT Business Profile in front of the 1.2 billion people who use ChatGPT every week.
For medical and dental practices, this adds a second layer to something that already matters on Google: having a profile for your practice location and a profile for each doctor or dentist. In this post, the Eprompt team explains what OpenAI announced, why your practice needs both location and provider profiles on Google, and how to carry the same information into ChatGPT.
What OpenAI Announced: Businesses in ChatGPT
OpenAI’s new program has three main parts.
Business Hub: claim your practice in ChatGPT
Through Business Hub, a practice can claim its business in ChatGPT. Once verified, it can update key details such as services, hours, locations and website. When a patient asks ChatGPT about dental implants in your city or a family doctor accepting new patients, ChatGPT can answer using accurate, current information that came straight from your practice.
Any eligible business located where ChatGPT is available can claim a profile. OpenAI hasn’t published the details of its verification process. Benji Shomair, OpenAI’s VP of monetization, told reporters the company uses multiple verification methods for different types of businesses in different markets, according to TechCrunch.
Business insights: see how ChatGPT talks about your practice
Business Hub includes aggregated insights, including:
- Mentions: how often your practice comes up in ChatGPT answers.
- Profile views and website clicks: how many patients take the next step.
- Discovery topics: common themes in conversations where your website is cited, such as “emergency dentist” or “pediatrician accepting new patients.”
OpenAI says it does not share users’ conversations with businesses, and insights only appear once there are enough interactions to meet privacy thresholds. For a healthcare practice, that means you see trends, never a patient’s questions.
Business Agents and ads: not open to most practices yet
OpenAI also launched Business Agents, AI assistants that answer questions inside ChatGPT on a business’s behalf. For now they are limited to eligible ecommerce and online service businesses in the U.S., so most medical and dental offices cannot build one yet. OpenAI says it plans to expand to more markets and business categories over time.
ChatGPT ads are also growing fast. They reached 89 countries and more than 100,000 advertisers in October 2026, and OpenAI has started approving some healthcare advertisers case by case. Claiming your profile now puts your practice in position when these options open up.
How Patients Find Doctors and Dentists Today
Google remains the starting point for most local searches:
- 52% of consumers started their most recent local search on Google, and 71% used Google Search at some point along the way (WiserNotify, 2026).
- 72% of consumers use Google to search for local business information (SOCi Consumer Behavior Index via BrightLocal).
- 64% of consumers have used a Google Business Profile to find contact information.
- 46% of all Google searches have local intent, according to industry estimates (Digital Applied).
One more number ties it together: 75% of consumers use more than one channel during a local business search (WiserNotify). A patient might ask ChatGPT what to look for in a pediatric dentist, then check your Google reviews and call from your profile. Your practice needs to show up accurately at each step.
Location Profile vs. Provider Profiles for Medical and Dental Practices
Google lets a practice have two kinds of Business Profile. The location profile represents the practice itself. Provider profiles, which Google calls individual practitioner profiles, represent each doctor or dentist by name. When several doctors or dentists see patients at one office, Google’s guidelines say the practice should have a location profile that is separate from each provider’s profile.
Here is how the two compare:
| Location profile (the practice) | Provider profiles (each doctor or dentist) | |
| Represents | Your office, clinic or practice | An individual doctor, dentist, NP or PA |
| Shows up for | “Dentist near me,” “family doctor in [city],” urgent care and category searches | Searches for the provider’s name and their specialty |
| Profile name | Practice name only | Provider’s name, with Dr., MD, DO, DDS or DMD allowed |
| Reviews | Front desk, scheduling, office and overall experience | The provider’s care and bedside manner |
| Links to | Your homepage or location page | The provider’s bio page on your website |
The benefits of having both
- More space in local results. A dental office with a location profile plus a profile for each dentist can appear more than once for related searches, instead of competing for a single spot.
- Patients who search by name find you. Many patients choose a doctor or dentist by name after a referral from a friend, another doctor or their insurance directory. A provider profile catches those searches and leads them back to your practice.
- Each specialty gets its own visibility. Each provider can use the category that fits their work, so a general dentist and an orthodontist at the same office, or a family physician and a pediatrician at the same clinic, reach different searches without competing with each other.
- Reviews build trust in the person. Patients care about who will be treating them. Reviews on a provider profile are about that doctor or dentist, while reviews about the front desk, scheduling and the office stay on the location profile.
- New providers get found faster. When you hire a new associate dentist or physician, a provider profile linked to your practice helps patients find and book with them from day one.
- Clearer facts for AI tools. ChatGPT and other AI assistants draw on what is published across the web. Matching location and provider profiles, backed by a bio page for each provider on your website, tell them which doctors and dentists work at your practice and what each one does.
Google’s rules for practice and provider profiles
- Only providers who see patients qualify. Doctors, dentists, nurse practitioners and physician assistants with their own patients can qualify. Hygienists, assistants and front-desk staff should not have their own profiles.
- Use the provider’s name as the profile name. A title or credential such as Dr., MD, DO, DDS or DMD is allowed, but “Practice Name: Dr. Smith” is not.
- One profile per provider and one per location. A provider should not create extra profiles for each specialty, and duplicate location profiles can get your account suspended.
- Solo practices share one profile. If one doctor or dentist is the only provider at a branded practice, Google recommends a single shared profile for the provider and the practice if the name is similar or you dont ever intend to add more providers in the future.
- Link each profile to the right page. Link the location profile to your homepage or location page, and each provider profile to that provider’s bio page on your website.
- Keep every profile current. More profiles means more hours, photos, posts and review replies to manage. When a provider leaves the practice, update their profile right away so patients are not sent to someone who is gone.
- Protect patient privacy in review replies. Never confirm that a reviewer is a patient or mention any treatment details when you respond.
Your Location and Providers in ChatGPT
In ChatGPT, you claim your practice through Business Hub, which works like your Google location profile. OpenAI has not announced separate ChatGPT profiles for individual doctors or dentists. Your providers can still show up in ChatGPT answers, because ChatGPT draws on what is published about them across the web.
To make each provider visible in ChatGPT:
- Claim and verify your practice in Business Hub, and list every location, service and provider in your business details.
- Publish a bio page for each doctor or dentist on your website, with their name, credentials, specialties, languages spoken, insurance accepted and the location where they see patients.
- Keep each provider’s Google profile matched to their bio page, so ChatGPT and Google find the same facts in both places.
- Check Business Hub regularly. OpenAI says it plans to expand Businesses in ChatGPT to more categories and build tools for organizations with more complex needs, which may include multi-provider practices.
Why Your Practice Needs Both Google and ChatGPT
Patients search in both places
Google remains the starting point for most local searches, while ChatGPT now reaches 1.2 billion people each week. With most consumers using more than one channel, a practice that shows up in only one is missing patients.
You control the facts instead of letting AI guess
Without a claimed profile, ChatGPT describes your practice based on whatever it finds, including outdated hours, old addresses or providers who have left. With a verified ChatGPT Business Profile and up-to-date Google profiles, you control the information patients see on the two biggest discovery platforms.
Each platform answers a different kind of question
Google is strongest for “dentist near me” and “urgent care open now” searches: directions, calls, hours and reviews. ChatGPT is strongest for research questions such as “What should I look for in a dentist for dental anxiety?” or “Do I need a dermatologist or my family doctor for this?” Together, they reach patients who are ready to book and patients who are still deciding.
Two sets of data on how patients find you
Google Business Profile shows calls, direction requests, website clicks and search queries for your location and each provider. ChatGPT Business Hub shows mentions, website clicks and discovery topics. Comparing them helps you spot gaps, such as a treatment patients ask ChatGPT about that your website never mentions.
Early movers get ahead
Businesses in ChatGPT is still in beta. Practices that claim, verify and complete their profiles now will have accurate information and real engagement data while competitors are still catching up, the same advantage early adopters got from Google Business Profile years ago.
Step-by-Step Action Plan for Your Practice
- Audit your Google location profile. Check the practice name, address, categories, hours, services, insurance information and photos.
- Set up a provider profile for each doctor or dentist. Check for existing unclaimed profiles first, claim them, and remove duplicates.
- Build a bio page for every provider. Link each provider profile to it.
- Match your name, address and phone number everywhere. Your website, Google profiles, insurance directories and healthcare listing sites should be identical.
- Claim your practice in ChatGPT through Business Hub. Add complete, current details for every location, service and provider.
- Keep collecting reviews. Ask patients to review the provider who treated them, and reply without sharing any patient details.
- Check your insights every month. Compare Google Business Profile performance with ChatGPT Business Hub insights and adjust.
FAQ: Google and ChatGPT Profiles for Doctors and Dentists
A ChatGPT Business Profile is a verified listing a practice claims through OpenAI’s Business Hub. It lets the practice update key details and see insights on how patients engage with it inside ChatGPT.
Yes. Any eligible business located where ChatGPT is available can claim its business through Business Hub. Business Agents are currently limited to U.S. ecommerce and online service businesses, so most practices can claim a profile but cannot build an agent yet.
OpenAI has not announced individual provider profiles. Claim your practice in Business Hub, list your providers in your details, and publish a bio page for each provider on your website so ChatGPT can find accurate information about them.
If more than one doctor or dentist sees patients at your office, yes. Google’s guidelines call for one profile for the location plus a separate profile for each eligible provider. Together they help you show up for general searches and for searches by a provider’s name.
Doctors, dentists and other providers who see their own patients, such as nurse practitioners and physician assistants. Hygienists, assistants and office staff do not qualify.
Google recommends a single shared profile for the provider and the practice when one provider is the only public-facing professional at a branded location.
No. OpenAI says it does not share users’ conversations with businesses. Insights are aggregated and only appear when enough interactions meet privacy thresholds.
Yes. Google is still where most local searches begin, and most consumers use more than one channel when choosing a local business. The two platforms reach patients at different stages of their decision.