The digital landscape is ever-evolving, a truth healthcare executives know all too well. Just as video marketing transformed healthcare communication a decade ago, Artificial Intelligence (AI) is poised to revolutionize how patients find and interact with healthcare providers. While the emergence of AI in search, including Google’s Search Generative Experience and OpenAI’s ChatGPT, might seem intimidating, understanding these advancements is not about succumbing to fear but rather about leveraging change to your advantage.
Google’s long reign as the king of search is no secret.
Artificial intelligence is revolutionizing the way search engines optimize content, boosting SEO results.
From its humble beginnings, Google’s success has hinged on providing accurate and relevant search results. They achieved this through their innovative PageRank algorithm, user-friendly interface, strategic advertising platforms like AdWords (now known as Google Ads), and continuous expansion into new services and markets. This dominance, however, is facing a new challenger: AI.
Generative AI and Large Language Models (LLMs) represent significant leaps in AI capabilities. In simple terms, generative AI is like a creative engine capable of producing various content forms, including text, images, music, and even code. LLMs, on the other hand, are specialized in understanding and generating human-like text. They excel in tasks like translation, writing different kinds of creative content, and answering your questions in an informative way, even if they are open ended, challenging, or strange. Imagine a technology that doesn’t just find websites but understands your search intent and generates comprehensive, conversational answers – that’s the potential of AI-powered search.
Statistics indicate a growing trend of users turning to platforms like ChatGPT for information. A recent study revealed that a surprising number of people, including those in younger demographics, now prefer AI chatbots over traditional search engines for certain queries. This shift signifies a change in user behavior and expectations, emphasizing the need for healthcare organizations to adapt their digital strategies.
The rise of platforms like Open AI and Perplexity, which leverage AI for more intuitive and conversational search experiences, further demonstrates this changing landscape. Healthcare organizations must see AI not as a threat, but as an opportunity to connect with their target audience in new and engaging ways.
Remember, be open minded and receptive to change.
This is where 210 digital marketing‘s expertise becomes invaluable. Remember the shift to video marketing? We helped countless healthcare organizations navigate that change and reaped the rewards. Similarly, we can empower your organization to harness the power of AI in search. We can help you:
- Optimize your online presence for AI-powered search engines.
- Craft compelling content that caters to conversational search queries.
- Train your teams to leverage AI tools for enhanced marketing efforts.
- Develop data-driven strategies to stay ahead of the curve in the ever-evolving digital landscape.
Remember, be open minded and receptive to change. Accept and celebrate some bits of the change, explore and engage with other bits.” Just as we encourage expanding professional networks for better adaptation to change, embracing AI is about building new skillsets and evolving your strategies.
The key is to approach these advancements with a positive attitude and a willingness to adapt. Instead of fearing the unknown, view this as an opportunity to future-proof your healthcare organization and enhance patient engagement in this exciting new era of AI-driven search.
By Jace A.
