Transforming Health Information Access
The rise of AI tools, including chatbots and Google’s AI Overviews, is revolutionizing how patients seek health information, prompting healthcare systems to adapt accordingly.
According to a survey conducted by the Annenberg Public Policy Center at the University of Pennsylvania in April 2025, around 79% of adults in the US rely on the internet for health-related inquiries. Notably, 31% of respondents noted that AI Overviews “often” or “always” provide the answers they require.
Globally, over 230 million people consult ChatGPT weekly with inquiries about health and wellness, as reported by OpenAI. The company recently announced ChatGPT Health, a specialized search engine for these types of queries.
Tech giants like Amazon One Medical and Anthropic are also launching similar tools, emphasizing that their solutions are not intended to replace professional medical advice but will guide users to seek appropriate medical care when necessary.
Despite the benefits, there are challenges. For example, when Google provides an AI overview, the click-through rate for organic search results drops significantly to 0.6%, compared to 1.6% when traditional search results are presented. This poses a threat to healthcare providers, as Ann Bilyew, president of WebMD Ignite, pointed out, it risks endangering historical methods of attracting new patients.
As we transition into this new landscape, healthcare systems are reassessing their strategies for attracting patients.
Adapting for Tomorrow
Matt Eaves, VP of digital marketing for University Hospitals in Cleveland, Ohio, noted a decline in website visits as AI becomes a prevalent tool for searches. Although the drop has not yet significantly affected patient acquisition, he expressed concern about potential future impacts.
“Digital search is integral to our patient acquisition efforts. Hence, AI is indeed making its mark,” Eaves remarked.
In preparation for more patients seeking information via AI, University Hospitals’ marketing team is evolving its strategy. They now employ generative search engine monitoring tools to evaluate the types of questions posed to large language models. This insight is then utilized to tailor the content on their website, hoping to ensure their links are included in AI-generated overviews.
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Eaves also pointed out that the impact of AI Overviews varies across different searches. An analysis by BrightEdge, a company specializing in AI-driven search engine optimization, indicated that Google provides an overview for 89% of healthcare-related queries. However, the overview feature isn’t applied when searching for medical care “near me.”
“We aim to rank highly for searches like ‘advanced breast cancer treatment in Northeast Ohio,’” Eaves explained. “For broader queries like ‘What is breast cancer?’ or ‘What are the symptoms?’—those searches are less crucial in terms of traffic loss.”
Innovative Approaches
Other healthcare systems are experimenting with distinct strategies to improve their visibility in AI-driven searches.
For instance, Universal Health Services in King of Prussia, Pennsylvania, aims to boost its Google reviews to enhance recognition on AI search platforms. They recently sent out over a million texts encouraging patients to share their feedback.
Bilyew recommends an alternative strategy: diverting users away from search engines by implementing an AI-powered chatbot that facilitates inquiries directly on a healthcare organization’s website.
WebMD Ignite is developing a conversational AI experience that enables patients to ask questions and receive answers from a large language model trained on WebMD’s extensive content. This tool could be integrated directly into a healthcare system’s website, making the process of asking questions and scheduling appointments seamless.
“Instead of going to Google for health inquiries—or ChatGPT, Claude, or Grok—patients should be directed to their healthcare system’s website,” Bilyew suggested.
Conclusion
As AI continues to shape the way individuals access health information, healthcare providers are actively rethinking their engagement strategies. By incorporating innovative tools and techniques, they aim to remain visible and relevant in an increasingly digital world, ensuring that patients can access reliable information conveniently.
