"In the marketing funnel of awareness to consideration to conversion, many people now start their searches using generative AI platforms for answers and decision making. This includes topics related to health. Half of consumers are using AI search today, and one in four of the 800 million regular users of ChatGPT submit a prompt related to healthcare every week. It's not just patients using AI either."
"In 2024, over 50% of the physicians surveyed by the American Medical Association reported that they were already using or planning to use AI within the next year for tasks like summarizing medical research and standards of care and sharing patient-facing health recommendations. With the recent announcement of ChatGPT Health, which will allow people to connect their personal health data to the chatbot for help interpreting it, health-related searches within AI platforms are likely to continue or increase."
Brand search strategy in healthcare and biotechnology directly affects commercial reach and the potential impact on human health. Many consumers now begin health-related queries using generative AI, and physicians are increasingly adopting AI for research summarization, standards-of-care synthesis, and patient-facing recommendations. ChatGPT Health and specialized enterprise offerings such as Claude for Life Sciences and Claude for Healthcare expand AI access for personal and professional use. AI search visitors are projected to surpass traditional search visitors by 2028. Brands should start considering generative engine optimization (GEO) alongside traditional SEO to preserve messaging and discovery.
Read at Forbes
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