Read Time: 2 Minutes, 26 Seconds
Hey, everyone!
First up, lots of new subscribers over the last month! So, welcome 👋
And as a reminder, my agency works with general dentistry practices to book more unattached new patients.
That’s our bread and butter. We are very, very good at it. And it’s what we stick to.
Now let’s get to the news. I encourage you to read through this one.
It’s been a MASSIVE week for marketing news, especially in regards to direct services like dentistry. Three things happened in a very short window.
Apple announced it is rebuilding Siri into a real assistant, not just a voice command tool as it’s been for years.
That new Siri is being built on models derived from Google’s Gemini, but fully controlled by Apple.
And the big one…
OpenAI announced it is rolling out ads INSIDE ChatGPT responses.
If you’ll remember, I first told you back last summer that we should expect ChatGPT ads in Q1 of 2026. And here they are.
On the surface, these sound like separate tech headlines.
They’re not. They all point to the same shift.
This is no longer about “search.”
It’s about agents.
Instead of people Googling as usual, clicking websites, comparing options and then deciding what to do…they’ll be using AI assistants to handle it for them. And if it does get in front of the actual patients eyes? It will be a hyper-personalized suggestion that will not require research.
So, what’s the deal with Apple?
Apple is not just putting Google’s AI in a wrapper. They are rebuilding Siri on a stronger foundation.
Think of it like this. Apple picked the best engine available, then built their own car around it.
Everything the user interacts with is still Siri. Apple controls the experience. Apple controls privacy. Apple controls how it connects to your phone, calendar, messages, and apps.
And I don’t have to tell you this, but a lotttt of the patients coming through your doors have an iPhone, an iPad, a MacBook, etc.
So let me be wildly, perfectly, exceptionally clear on this. If you aren’t doing just as much work to be seen on Apple as you are on Google, you are going to be in big trouble.
💧💧💧 Quick Water Break 💧💧💧
Do you have questions on what this means for your practice? 💧
I’ll answer them for free.
Email me and we’ll hop on Zoom for 10-15 minutes to get your team a to-do list for this shift.
Now, why do ChatGPT Ads matter in this conversation?
This is important. AI tools are no longer just answering questions.
They’re becoming decision layers. And the user experience on ChatGPT is so wildly personal (you likely already know this), the ads will be spot-on in short order.
Sooner than you realize, patients will not browse websites, compare practices or ‘shop around’ as they have for decades.
They’ll say something like: “Find a dentist near me that I’d like and who takes my insurance and has Friday availability.”
And the result will be served to them. And it will auto-book within the window.
If you don’t play by these rules, you will see less and less new patients. It’s honestly that simple.
So you ask, what do I need a website for?
You don’t need it for the traditional reasons, such as the patient browsing or clicking around for information.
You need it to send signals to Google and AI Search on WHY they should suggest you to the user. It will remain the main signal for discovery.
Early in the Google Ads days, the early adopters were able to enjoy CPP (Cost Per Patient) at a small fraction of what it costs today.
Early in the Meta Ads days, the early adopters were able to enjoy CPP at an even smaller fraction of what it costs today.
ChatGPT ads will be the same, probably even cheaper for awhile. The placement will be so personalized and aligned, conversion rates are going to be insane.
Be an early adopter. I’m begging you. At least throw your hat in the ring.
This is Jordan! He’s our mega-brain behind paid ads. He’ll be taking on the ChatGPT ads rollout.
The bottom line?
This is not about chasing every new AI tool. I’ll have a newsletter in the coming weeks on AI fatigue and what to watch out for on that front. There’s a lot of pointless or non-helpful AI tools floating around trying to get your attention.
This is about anchoring the future of your practice in what matters and what has staying power.
Will our agency miss on a few avenues due to this? For sure. But by anchoring our work within the Google, Apple and OpenAI worlds, we also guarantee that the work we are doing for our practices will matter in a year. In 10 years. In 20 years.
The goal is not to ‘scare you into action’ or cause dread. I simply would not be doing my job if I didn’t flatly tell you what is coming and how to prepare for it.
From there, it’s up to you on how to position your practice.
-Kyle
Ways I Can Help You
