3 Ways AI-Driven Search Is Transforming Patient Discovery

Very few patients scroll to page two of Google anymore – and some start their search somewhere else entirely. Why?

They expect fast, personalized answers. And thanks to artificial intelligence, search engines are more than up for the challenge.

Tools like ChatGPT analyze everything from search history and location to user intent and context to answer patient questions directly. Which means, AI is flipping the script on how people discover healthcare providers.

For digital marketing teams and patient experience leaders, this shift presents both a challenge and an opportunity.

Here's what's happening — and how healthcare organizations can seize AI-inspired opportunities to drive growth and connection.

AI-generated summaries like Google SGE are dramatically changing the search experience by delivering quick and concise answers directly in search results.

When someone searches, "What's the best treatment for knee pain?", they may get the answer from an AI summary without ever seeing your beautifully crafted blog post.

Early studies suggest that AI summaries could result in a 30–75% drop in organic clicks for some industries. In other words, your website traffic is likely to take a hit unless your content is highly relevant, structured, and optimized for AI visibility.

What you can do:

• Write content that provides clear, concise answers to common patient questions.

• Use structured data (schema markup) to help both traditional and AI-driven search engines understand your content.

• Keep your Google Business Profile and directory listings accurate — and expand your listings footprint.

AI favors clarity, authority, and relevance. If your content is outdated or confusing, it's likely to be overlooked.

And don't assume national players will always win. Local visibility still matters — especially in healthcare, where patients are often looking for local care.

AI models prioritize accurate, consistent data when deciding who to surface in results. Tip the odds in your favor by investing in location-specific landing pages, publishing regionally relevant FAQs, and making sure your listings accurately reflect your hours and services.

Today's patients don't just type — they talk. Voice assistants like Siri, Google Assistant, and Alexa are becoming the new front desk. Patients are literally talking to their phones, asking things like: "Where's the closest urgent care open right now?" In fact, 81% of Americans use voice tech daily or weekly, and 68% increased usage in the past year.

What you can do:

• Optimize your content for natural language. For example, use phrases like "How do I treat back pain?" vs. "back pain treatment options."

• Publish and regularly update FAQs based on real-world patient questions.

• Structure your content for featured snippets and voice-friendly formats. Use clear headings, concise answers, and conversational phrasing to help your content surface in spoken responses.

Bonus tip: Voice searchers are often in a hurry or are multitasking — say, holding a toddler and a thermometer (been there). Make it easy for them to find care by keeping key info — locations, hours, services — up-to-date across all locations.

In healthcare, every missed search result could be a missed opportunity to deliver care.

Unlike traditional search, where patients might scroll through multiple results, AI often surfaces only a few trusted sources. Visibility in these moments is critical.

Fortunately, with the right tools, you can understand where your brand stands — and how to improve.

Scout offers a view into how you're ranking in traditional and AI-driven search, your AI-search sentiment, and how your visibility compares to local competitors. These insights help you hone your strategy for optimal visibility.

What you can do:

• Make updates that can help you stand out in your local market (e.g., add photos to your Google Business Profile, update outdated listings info).

• Search for terms that should surface your brand. If you don't appear, identify keyword or query gaps and proactively publish content to remedy them.

• AI models weigh public sentiment — so responding to reviews and improving patient feedback loops can directly improve your AI visibility.

Being able to quickly surface detailed visibility insights — and act on them — gives your team an edge in a space where speed and accuracy matter more than ever.

In 2024, healthcare websites were cited in AI overviews nearly twice as often, on average, as they were across other industries. Additionally, Google queries aimed at solving problems or asking specific questions trigger AI Overviews 74% and 69% of the time, respectively. To succeed through the shift, marketing and patient experience teams need to:

• Think like AI. Make your content easy to digest, well-structured, and trusted by search engines.

• Write like a human. Prioritize natural language and real-life questions to match how people actually search.

• Act like a mind reader. Use AI insights to meet patient needs early in their journey — before they land on your site.

AI has raised the bar for what patients expect. They want answers fast. They want clarity. And they want to feel confident that the provider they find online can deliver the care that they need. Healthcare marketers who embrace these changes and evolve their strategies now have much to gain. Ready to dive in? Learn what you can do today to improve your local search visibility.