AI is everywhere. From content creation to customer service, marketing teams across industries are experimenting with AI-powered tools to enhance engagement and efficiency. In healthcare, AI’s potential is especially exciting—but it also comes with unique challenges. Regulatory considerations, accuracy concerns, and ethical implications make AI adoption more complex than in other industries.
Despite these challenges, healthcare marketers shouldn’t sit on the sidelines. AI is already shaping the way consumers find and interact with health content. Instead of waiting for a “perfect” AI strategy, now is the time to take a measured approach—understanding what’s possible, what’s safe, and what’s effective.
When it comes to your consumer-facing digital platforms, here are three areas where you should consider AI factoring into your strategy.
1. AI Search Preparedness: The Future of Search Is Here
One of the most immediate ways AI is changing digital experiences is in search. AI-powered search tools—such as Google’s Search Generative Experience (SGE) and Bing AI—are transforming how people discover information by delivering search summaries at the top of search engine results pages (SERPs). Instead of scrolling through multiple links, consumers now receive AI-generated answers that pull key insights from various sources. For example, imagine searching for a complex medical condition—before AI, you’d click through several websites and try to piece together the information. Now, an AI summary can instantly provide a concise, reliable answer right at the top of the page, saving time and simplifying the search process. For instance, if you search ‘Can I get eye care at Vanderbilt Health?’ an AI-generated summary will appear at the top of the search results, confirming that eye care is provided at Vanderbilt Health.
For healthcare marketers, this shift means search engine optimization (SEO) strategies must evolve. If your content isn’t structured for AI search tools, it risks being left out of these high-visibility search summaries.
A key concept in this evolution is Generative Engine Optimization (GEO), which focuses on optimizing content for AI-generated search experiences. By structuring your website with clear, authoritative information and leveraging schema markup, you can ensure your content is more likely to appear in AI-powered search summaries.
What You Can Do Now:
- Audit your website for GEO-focused SEO (e.g., make sure your location pages, provider bios, and service listings are optimized).
- Develop FAQ-style content that AI search tools can easily pull into summaries.
- Use structured data markup to help AI understand and categorize your content properly.
2. AI as a Content Strategy and Research Co-Pilot
Marketers have quickly embraced AI-powered tools like Gemini, ChatGPT, Jasper, and Claude as co-pilots in content creation. AI can accelerate research, brainstorming, and content generation, making teams more efficient without replacing human oversight.
For healthcare marketers, AI-assisted writing can streamline workflows while ensuring that brand voice, accuracy, and compliance remain top priorities. AI can help with:
- Summarizing complex topics into more digestible content for patients.
- Generating first drafts of blog posts, social media captions, and ad copy.
- Analyzing performance data to refine messaging based on audience engagement.
The key is to use AI as an assistant, not an autopilot. Human-led writing is critical in healthcare marketing, where accuracy, trust, and empathy are essential.
What You Can Do Now:
- Train AI tools on your brand’s voice and style guidelines to maintain consistency.
- Use AI for drafting and research, but always fact-check and refine output.
- Incorporate AI-powered content analytics to understand what resonates with your audience.
Regulatory Concerns and Ethical Implications:
It’s crucial to address the regulatory and ethical aspects of AI in healthcare marketing. HIPAA and data privacy are paramount; any AI implementation must comply with these regulations to protect patient information. Additionally, ethical concerns such as bias in algorithms, which can lead to disparities in care, must be considered. Building patient trust requires transparency and ensuring data is used responsibly and ethically.
3. Conversational AI Search: A New Era of Customer Interaction
Beyond search and content creation, conversational AI is becoming a key tool for engaging healthcare consumers. Companies like Hyro.ai, Notable Health, and Fabric AI offer conversational AI solutions designed for healthcare—helping patients book appointments, get answers to common questions, and navigate digital experiences more seamlessly.
We’re already seeing pan-industry adoption of AI-powered chat and search tools:
- HelloFresh uses conversational AI to personalize meal recommendations.
- Retail brands use AI-powered assistants to guide customers through purchasing decisions.
- Financial services companies leverage AI chatbots for self-service customer support.
Healthcare can—and should—apply these same principles to improve patient access and engagement. At Modea, we’ve seen AI’s impact firsthand. For example, we worked with Rush University Medical Center to enhance their appointment scheduling experience, ensuring their search-optimized website made it easier for patients to find and book care.
What You Can Do Now:
- Start exploring healthcare-focused AI tools like Hyro.ai, Notable Health, and Fabric AI to improve consumer engagement.
- Test the efficacy of AI-powered chat or search functions to help your customers find information quickly.
- Take inspiration from other industries using AI to enhance customer interactions.
AI Is Here—Now Is the Time to Adapt
The rapid adoption of AI is reshaping how consumers search, interact, and make decisions online. While challenges remain, AI isn’t a distant future—it’s a present reality. Healthcare marketers who thoughtfully integrate AI into their digital strategy will be best positioned to serve patients effectively in this new landscape.
By preparing for AI search, embracing AI as a co-pilot, and exploring conversational AI tools, healthcare brands can enhance patient engagement, improve search visibility, and drive better digital experiences. The key is strategic, responsible adoption—leveraging AI where it makes the most impact while keeping human oversight at the core.
Want to learn more about how AI can fit into your digital strategy? We’re happy to connect.
