Sixteen percent of Americans are now consulting chatbots like ChatGPT and Gemini for medical guidance, according to a recent Gallup poll, as health systems grapple with a shift in how patients seek information and evaluate care options.
The traditional model of online health information gathering – where consumers navigate multiple websites in response to a Google search – is becoming less effective, according to Ashley Pollard, vice president of marketing at SSM Health in St. Louis. “As AI evaluates every digital touchpoint, a holistic focus on the quality, credibility and structure of our content across the entire digital ecosystem is no longer optional — This proves essential,” Pollard said.
This shift is prompting health system marketers to prioritize credibility and direct connectivity with patients over simply maximizing website traffic. Banner Health, a 23-hospital system based in Phoenix, is refocusing its efforts. “Our focus has shifted from traffic volume alone to high-intent visibility and conversion,” said Don Stanziano, senior vice president and chief marketing officer. Banner is auditing and updating existing content, leveraging performance data and search optimization tools to identify gaps in information and anticipate patient needs. The system is also restructuring content to directly address natural-language queries and improve the visibility of physician expertise and clinical oversight.
The rise of “zero-click search,” where users receive answers directly from AI-powered summaries without visiting websites, is further accelerating this change. Intermountain Health, a 34-hospital system in Salt Lake City, is no longer measuring success by web traffic. Instead, Chief Marketing and Communications Officer Megan Mahncke stated the goal is to be a trusted source referenced by AI tools. “Success is measured by consumer conversion after that first discovery, meaning a patient could find our system through a chatbot and then be able to book an appointment or consult a provider right away,” Mahncke said. Intermountain is making its website more “transactional,” enabling quick appointment scheduling and virtual triage options.
AI chatbots generally avoid citing sponsored content, favoring authoritative sources. Chicago-based CommonSpirit Health, with 138 hospitals, is responding by emphasizing non-paid, credible content. “Building on a strong SEO foundation, we are restructuring content for AI readability and implementing technical standards that improve how large language models interpret and accurately cite our trusted health information,” said Adam Rice, chief marketing officer. The system is also pursuing partnerships to expand its digital reach beyond its own channels.
NYU Langone Health in New York City is similarly focused on establishing itself as a trusted authority within AI platforms. “By ensuring that AI tools recognize NYU Langone Health as a leading clinical authority and source of truth, our goal is not just maintaining online traffic, but ensuring we remain a leading destination that patients trust and choose when making their healthcare decisions,” said Elizabeth Golden, executive vice president for communications, marketing, government and community relations.
AdventHealth, a 57-hospital system based in Altamonte Springs, Florida, is utilizing AI tools internally to ensure its marketing efforts provide not only answers to consumer health questions but also a clear path toward care. Anthony Cadieux, vice president of performance marketing, said their SEO strategies focus on making trusted information easily accessible, understandable, and actionable. This includes strengthening their digital foundation with structured data, local relevance, and consumer-focused content.
As of 2026, Google’s Gemini (version 3.0 Pro) and OpenAI’s ChatGPT (powered by GPT-5.2) represent the leading edge of generative AI technology, with Gemini excelling in tasks requiring long-context understanding and Google-powered research, even as ChatGPT demonstrates strength in creative writing and data interpretation, according to comparisons by Prismetric and LogicWeb.
