Benchmark: how often your competition is cited vs you

Knowing that the competitor shows up in the AI and you don't is frustrating, but it's actionable data. To measure how often your competition is cited versus you, run the same 15 to 20 patient questions on ChatGPT, Gemini and Perplexity and record who appears in each answer. The sum reveals each clinic's share of voice.

At Bincoo, we run this benchmark automatically for thousands of clinics, and the most revealing data point is almost never who's in first place: it's the distance between second and fifth place, which usually amounts to a few weeks of work.

More than 10,000 companies already use Bincoo to be recommended by ChatGPT, Gemini and other platforms.

Why the benchmark changes the conversation

Without a benchmark, the discussion with partners is opinion: 'I think we're losing patients.' With a benchmark, it's numbers: 'we're cited in 20% of answers, the leader in 70%, and the runner-up in 45%.' Second place is the opportunity, because it's within reach.

How to build the benchmark in 4 steps

1. Choose 3 to 5 direct competitors

Whoever competes for the same procedures and the same region. Ignore clinics from another city or price range.

2. Define the territory questions

List 15 to 20 real patient questions, covering specialty, main procedures, price and location. Keep this list fixed for at least one quarter.

3. Run and record every week

On ChatGPT, Gemini and Perplexity, test each question and note: who was cited, in which position and with what tone. Don't record only the winner: every citation counts.

4. Calculate the share of voice

The formula is simple:

> Share of voice = clinic citations ÷ total citations of all cited clinics × 100

Reading a realistic benchmark example

Imagine a dental benchmark in Campinas with 18 questions, run on 3 AIs (54 answers per month):

Clinic	Citations	Share of voice	Average position
Alpha Clinic	31	34%	1st
Beta Clinic	22	24%	2nd
Your clinic	15	16%	3rd
Gamma Clinic	12	13%	4th
Others	12	13%	—

The business reading: you're 7 citations away from second place, not 16 from first. Aiming for second place first is the right strategy, and it usually requires content about two or three specific procedures that Beta Clinic has and you don't.

What to do with each result

• You in first place: defend the position by publishing more and monitoring drops;
• You're slightly behind: honestly copy what those ahead have in service pages and mentions;
• Cited with errors: fix basic data before producing new content;
• Nobody cited consistently: the territory is open, and whoever publishes first takes it.

How often to update the benchmark

Run the benchmark weekly and consolidate monthly. The weekly reading serves to catch fast changes, like a story in a local portal that made a competitor spike. The monthly reading is the one that matters for decisions: it shows the trend, without the noise of an atypical week. Keep the history: in six months, it becomes the most valuable asset of your marketing strategy, because it shows what each of your actions really moved.

Mistakes that invalidate the benchmark

• Changing the question list every week: without comparability, it becomes noise;
• Testing only on ChatGPT: the leader on ChatGPT may be invisible on Gemini;
• Picking the wrong competitor: comparing against a national chain distorts the local picture;
• Measuring only once: AI citations change frequently; a benchmark is a routine.

Conclusion

• A citation benchmark compares you and 3 to 5 competitors on the same questions, every week, on the main AIs;
• Share of voice shows where you stand and the real size of the gap;
• The most cited competitor is also your best map of what to produce.

Want this benchmark built and updated automatically for your clinic? access Bincoo and see who's in your place in AI answers.