AI Search Is Changing Everything

Stephanie and Desirée discuss the real story behind Google’s new AI Overviews—and what it means for healthcare marketers. Are websites still worth it? Is SEO over? And how do you stay visible when search engines are rewriting the rules? Along the way, they dig into what Apple’s AI reveal signals, what OpenAI’s latest moves mean for marketers, and why the old-school idea of “advertising” is quickly evolving. It’s a fast, fun ride through the future of search, strategy, and staying relevant in the age of AI.

AI Search is Rewriting the Rules: Is Your Healthcare System Ready?

Search is evolving and with it, the way healthcare systems connect with patients, build brand trust, and show up matters.
With the rise of AI-generated overviews in Google results to the growing popularity of tools like Perplexity and ChatGPT, the way people find and engage with information is gradually shifting. Instead of browsing lists of links, users are increasingly seeking direct, context-rich answers. In the latest episode of The No Normal Show, Desirée and Stephanie explore how AI is reshaping the search experience, and what healthcare marketers should be thinking about as discovery evolves.

The Journey from Search Engines to Answer Engines

Traditional SEO has long been about visibility: ranking high, attracting clicks, optimizing for keywords. But now, with AI summarizing results and surfacing direct responses, the question becomes: is your content helpful enough to be included in the answer itself? That doesn’t mean SEO is obsolete. In fact, many of its principles still apply. But strategies may need to evolve to reflect a more dynamic, intent-driven approach to discovery.

Exploring GEO and AEO: Emerging Ideas for a Changing Landscape

As the search environment becomes more complex, new concepts like Generative Engine Optimization (GEO) and Answer Engine Optimization (AEO) are entering the conversation. These frameworks suggest ways to help your content be more visible in AI-generated results, rather than just traditional search listings.
For healthcare marketers, this might include:

Creating content that clearly answers specific questions patients are asking
Highlighting expert voices from within your organization
Earning coverage and citations from credible third-party sources

These aren’t radical departures from existing best practices, but they emphasize clarity, credibility, and helpfulness in new ways.

Shifting Behaviors: The Role of AI Tools in Discovery

While Google remains a dominant force in search, it’s not the only place people turn for information. Younger audiences especially are exploring platforms like ChatGPT, Reddit, and TikTok as part of their search behavior.
This doesn’t mean healthcare systems need to chase every new channel. But it does suggest an opportunity to think more broadly about how and where potential patients might be looking for guidance, and how your organization shows up in those moments.

Strategic Questions to Consider

Healthcare marketers don’t need to overhaul their entire approach overnight, but they may want to start asking new questions:

Are we creating content that directly answers the real, human questions patients are asking?
Are we positioning our experts in ways that build authority across digital and media channels?
Are we aware of how AI tools are interpreting, summarizing, and sourcing healthcare information?

These questions can help guide a gradual, thoughtful shift toward future-ready strategies without losing sight of what’s already working.

Curious how your health system can thoughtfully navigate AI’s impact on marketing and search? At BPD, our new AI Consultation Suite is designed to support healthcare marketing and communications leaders as they explore what’s possible with AI. Reach out at nonormal@bpdhealthcare.com to learn more.