The Clinician Profile — the editor, the points, the downloads, and getting profiles onto the clinic website

A plain-English briefing on the practitioner profile: what it is, why it matters, every section of the editor, how the points work, what the downloadable documents are for, how importing works, and how a clinic gets profiles onto its own website. Written for the help bot: assume the customer has no context at all, and signpost them to exact places. Written 18 August 2026. Describes the profile editor after the August 2026 recalibration and the Downloads panel redesign. Last verified: 3 September 2026 (Agent 11 — automatic re-scoring of imported answers, #2863, folded in).

What the clinician profile is, and why it matters

Every practitioner in a clinic has a clinician profile: a structured record of who they are, what they treat, how they work, and what makes them credible. It is not a staff bio page. It is the raw material the whole platform runs on: AI search tools (ChatGPT, Perplexity, Google AI Overviews) name clinicians they can identify and verify, and the profile is what makes a clinician identifiable and verifiable. It also feeds article generation, bylines, structured data, and the public team page.

The customer-facing framing: the more complete and specific the profile, the more findable the clinician. A profile that says "shoulder pain" scores the same to an AI as every other clinic's "shoulder pain". A profile that says "rotator cuff tendinopathy, mostly overhead athletes in their 40s, progressive loading first" is a clinician an AI can recommend for a specific question.

The score and the thresholds

Each profile has a completeness score out of 100. Three thresholds matter, all computed on that score:

There is also an AI-quality layer worth up to 35 additional display points (for the depth and specificity of clinical voice answers and CPD detail), shown in the editor as a combined display up to 135. The gates above use the core score out of 100 only.

Practitioners who held author or reviewer status before the August 2026 rescore keep it even if their number moved down: capabilities are never revoked by a scoring change. If a customer says "my score went down but I can still author", that is correct and by design; a note in the app explains the rescore.

Opening and editing a profile

Practitioners edit their own profile through the personal link in their welcome email (a secure tokenised link; no password needed). Practice admins can also open any team member's profile editor from the team area. If a practitioner has lost their link, the admin can re-send it from the team member's entry.

The editor is organised into three chapters, shown with their points: Who you are (31), What makes you different (41), Your proof (28), plus Beyond the clinic (3). Each section shows small chips of the form "x of y pts earned" so the practitioner can always see where points are still available.

Every section, and where common things live

Basics. Name, preferred name, profession (with an Other option), position or title, years of experience, and the professional photo. This is where the account email address is changed — the email field in Basics is the address the practitioner's account and welcome link are connected to. The photo is worth 2 points and is one of the strongest human trust signals; JPEG or PNG, ideally 400 x 400 pixels or larger.

Credentials. Three parts: the regulatory registration (body name, registration number, verification URL — e.g. HCPC for UK physiotherapists); qualifications, each with a year, awarding institution and a qualification type dropdown (degree and diploma types earn 2 points, a certificate 1, short course or "not sure" 0 — a qualification with no type chosen earns nothing, so this dropdown is one of the cheapest point gains on the whole profile); and professional memberships (1 earns 2 points, 2 earn 4, 3 or more earn 6).

Online presence. This is where they paste the link to their profile page on the clinic website (the field is labelled for the clinic-site bio page URL). Also here: LinkedIn (3 points), a personal blog or thought-leadership URL (3), and a YouTube channel (3). The clinic website field itself earns no points (every clinic has one; it differentiates nobody) but should still be filled because the public profile links through it. Instagram and Facebook are no longer collected.

Conditions you most often treat. The three to six conditions they see most, specifically named ("rotator cuff tendinopathy", not "shoulder pain"). Each condition has three short depth questions — who do you most often treat for it, how do you approach treating it, what tells you your approach works — and answering them earns bonus points (up to 8 for the section). There is also a per-condition frequency dropdown (weekly / monthly / occasionally); it earns no points but feeds article generation.

Treatments and techniques. The techniques that set the practitioner apart (dry needling, McKenzie Method), not the baseline repertoire. Two depth questions per technique, same idea as conditions; section worth up to 6.

Patient groups you specialise in treating. Previously called "specialist niches". The populations they have focused experience with (postnatal mothers, adolescent dancers, runners). Four questions per group: which group, what that group should know about how they work, relevant qualifications and training, and years with the group. Worth up to 12; answering any of the four questions on an entry counts it as evidenced.

Notable organisations. Community connections: team physio for a rugby club, referral partner with a school, charity event coverage. Assessed by AI on specificity and prestige; up to 7.

CPD records. The most significant recent CPD (courses, conferences, mentoring, in-house teaching). Up to 8 points for count and recency, plus visible CPD quality points in the AI-quality layer.

Achievements. Awards, media features, certifications, and speaking engagements (speaking lives here, as type "speaking"). Up to 6.

Publications. Journal articles, books, conference papers, plus academic profile URLs (ORCID, Google Scholar, ResearchGate — any one earns the point). Up to 7. Most clinicians have none; that is fine.

Beyond the clinic. A short personal note: hobbies, their own sport or exercise, community involvement. Worth 3 points, and one of the most-read parts of a profile — patients choose people. This section is the practitioner's own words; it is not scored for quality, only presence.

Clinical voice. Six questions about how they actually talk about their work, answered conversationally. Up to 15 points (1 per answered question up to 4, plus AI-assessed depth up to 11). Their answers appear on the public profile as written and drive most of the AI-quality layer.

The bio. Generated automatically from everything above; the practitioner can regenerate it after profile changes or lock it to stop changes. Customers do not need to write a bio by hand, and the bio itself earns only a presence point — the profile fields are what earn points, the bio is the output. (Support note, 26 Aug 2026: a failure that had silently left some profiles without an AI-written narrative since 8 Aug was fixed, and a one-off regeneration of 146 existing profiles was queued — clinicians may have noticed their public profile narrative refresh around 26–27 Aug. Locked bios were untouched. Fault repaired: reassure, no ongoing caveat.)

Every "Save changes" button saves immediately, and deleting an entry asks for confirmation and deletes immediately. If a practitioner sees "Your profile has changed since you opened this form", someone else (usually an admin) saved the same profile in another window; nothing is lost — they should re-open or refresh and their staged change can be applied again.

"I'm stuck at 43 percent" — how to coach a customer to more points

  1. Point them at the "Fill in the gaps" bar. Near the top of the editor, under the score, sits a dropdown labelled "Fill in the gaps" (for example "6 things, biggest points first"). Opening it lists the highest-value unfinished items in order. That is the quick-wins map. Every chapter and section also shows "x of y pts earned" chips, so the gaps are visible everywhere.
  2. The cheapest points, in order: choose a type for every qualification (2 points each, often forgotten); answer the short depth questions on conditions and techniques (up to 4 bonus points for a few sentences); write the Beyond the clinic note (3); add memberships up to three (6); paste LinkedIn, blog and YouTube links (up to 9); add a photo (2).
  3. The biggest blocks: clinical voice (15) and patient groups (12). Signpost the voice prep guide and the interview guides in Downloads for these — they are designed exactly for the practitioner who freezes at open questions.
  4. Remind them the score caps at 100 and there are more points available than the cap, so nobody needs a perfect profile — they need 50 (reviewer, team page) or 60 (author).

The Downloads section (in the editor, under Set-up and tools)

Five documents, each shown with a type tag, a one-line description, an expandable detail, and a download button. The bot should know exactly what each is for and signpost accordingly:

  1. "Making your clinician profiles unmistakably yours" (Explainer, PDF). The start-here read: why profiles matter and how AI reads them. Signpost when a customer asks "why do I have to do all this?"
  2. Profile worksheet (Worksheet, Word). The entire profile as an offline Word form, mirroring every editor section with the points shown. The practitioner fills it in away from their desk, then uploads it back through the editor's import surface and the answers are read in automatically (the current worksheet is version 2 — it says "Worksheet v2" in the page footer). Signpost for anyone who prefers paper, wants to gather certificates first, or wants to delegate collection to a colleague.
  3. Clinical voice preparation guide (Guide, Word). A five minute read before answering the six clinical voice questions, with do and don't examples. Signpost when someone is stuck on clinical voice.
  4. Interview guide, experienced clinicians (Interview pack, Word). A colleague runs a 20 to 30 minute guided interview, records it, and sends the recording or transcript; the profile is drafted from it. For roughly seven or more years in practice. Signpost when a practitioner "doesn't have time" or hates writing about themselves.
  5. Interview guide, early career clinicians (Interview pack, Word). The same interview shaped for shorter careers: special interests, training, who they connect with.

Importing a profile instead of typing it

Five routes, all ending in the same place:

In every route, the extracted conditions, techniques and patient groups appear as suggestion chips the practitioner must confirm — nothing clinical is ever added to a profile without the practitioner accepting it. The chips last only for the current editing session (there is a visible note saying so), so tell customers to review and accept chips before closing the editor. Simple factual fields (a personal note, a qualification's type) fill in automatically but only where empty — an import never overwrites something the practitioner already wrote or chose.

Imported answers re-score automatically (live 1 Sep 2026, #2863). Clinical Voice and the other AI-scored profile sections (CPD, Publications, Achievements, Notable organisations, Speaking engagements) now RE-SCORE automatically when answers arrive by worksheet upload or CV/web import, exactly as they do when typed in the editor. Before this fix an imported answer saved correctly but its quality score stayed frozen, so a strong profile could look stuck at a low score; a one-off backfill has already corrected the 51 clinicians affected. Customer takeaway when a Clinical Voice score looks low: add specific, concrete detail — name the courses and providers, the techniques, the pain scores and timelines.

Getting profiles (and content) onto the clinic's own website — Embed and Share

Customers frequently ask how to get their clinician profiles onto their own site. The place is the Embed and Share area. The bot should walk them through it step by step:

  1. Open Embed and Share.
  2. Click the tab for their website platform: WordPress, Squarespace, or Wix. The panel then shows the exact instructions for that platform — this is the step customers miss, so say it explicitly: click your platform's name first, then follow what appears.
  3. WordPress clinics with the Co-Kinetic plugin get the most automatic route (the plugin handles placement and structured data). Squarespace and Wix get honest guided copy-paste: what to paste, where to paste it, and how to add the structured data their platform supports (on Wix, native text plus schema via SEO settings, because an embedded widget would be invisible to AI).
  4. If their platform is not listed, use the other formats section in the same area: it provides the profile in copyable formats (a full profile block or a compact byline card, with the machine-readable person schema included) for any other website or a developer to place.
  5. There is also a small reviews widget (a script any site can carry) that shows the clinic's live, verified review stars with correct schema on any page.

The reason to bother, in customer terms: embedding the structured profile puts machine-readable practitioner identity on the clinic's own domain, which is one of the strongest AI-visibility signals a clinic controls.

Common questions the bot should handle directly