Beyond Dr Google - What AI means for your marketing strategy
Content is King
With the news that OpenAI has launched its first health-specific ChatGPT, it seems Dr Google is out of a job. Instead of scrolling through pages of links, patients can now receive instant answers generated by AI models that draw on not only medical sites, literature and clinical-grade sources, but also on their own personal data - taken from medical records and wellness apps. Sounds great, but there’s a risk. To date, AI’s hit‑rate for accuracy has been inconsistent, presenting both an opportunity and a challenge for healthcare marketers. Yes, AI offers a powerful route to both patients and healthcare professionals, but only if brands can cut through the noise with content that models can trust - and will choose to surface.
SEO’s crown has slipped
Traditional SEO has long shaped how healthcare brands show up online, but with health-focused AI models transforming how information is retrieved, many marketing strategies will need a rethink. Instead of ranking pages, AI models are ranking trust signals. It’s no longer about pleasing an algorithm; it’s about becoming the source AI feels confident enough to quote. Healthcare brands that invest in AI‑optimised content strategies now will be the ones powering the answers when patients and HCPs ask the big questions.
Accuracy grants authority
Clearly, there is a growing opportunity, but AI is not infallible, especially in healthcare, where nuance matters and misinformation carries real‑world consequences. Even OpenAI acknowledges that its new ChatGPTHealth model is only as reliable as the evidence it’s trained on. When AI encounters vague, outdated, or non‑validated content, it can produce answers that sound authoritative but miss the clinical mark. That’s why current, medically robust, and clearly referenced content is the backbone of safe digital engagement. If your brand isn’t providing high‑quality information, AI will simply look elsewhere - or worse, fill the gaps with guesswork.
Rules of the hierarchy
The SEO shift doesn’t spell doom for healthcare and med‑tech marketers, but it does rewrite the rule book. Your brand’s visibility will increasingly depend on how well your content aligns with AI‑driven search behaviours. Credibility will hinge on transparency, scientific rigour, and consistency across channels. And patient trust will be shaped by whether AI tools repeatedly surface your brand as a reliable voice. Teams that embrace this evolution early can strengthen their digital footprint and build deeper trust with audiences who are already turning to AI for answers.
Holding court
So, where to start? With your website. Ensure its content is crystal clear, medically validated, and structured in a way AI can easily interpret. Review your FAQs through the lens of how patients phrase questions for ChatGPT. Simplify your product explanations. Then make sure your digital assets tell an aligned story across every touchpoint. If that sounds like a lot, then we’re here for you. By understanding the science behind your brand and the digital ecosystems where it needs to show up, we can help it stay visible, credible, and ahead of the curve.
