The search landscape is undergoing a seismic shift, and healthcare brands are right in the thick of it. With the rise of generative AI (GenAI) tools like ChatGPT, Google Gemini and Microsoft Copilot, traditional keyword-based search is giving way to intent-driven, conversational discovery.
For agencies and marketers in the healthcare space, this isn’t just a tech trend, it’s a strategic imperative. Since AI-driven search tools often act as the first stop for medical queries, brands want to make sure their products are presented accurately, compliantly and not confused with competitors or misinformation.
From SEO to GEO: A new paradigm
To meet this new reality, a different approach is emerging. Enter Generative Engine Optimization (GEO), Search Engine Optimization (SEO) for AI-driven search.
SEO has long been the foundation of digital discoverability. But now, GEO is emerging as a new frontier. Unlike SEO, which focuses on ranking in standard search engines, GEO is about being mentioned and cited by large language models (LLMs) that synthesize answers from multiple sources. In this new model, visibility means being part of the answer, not just part of the search results.
GEO ensures tools like ChatGPT and Google Gemini understand, describe and surface your brand accurately by shaping what these LLMs know, what information people are looking for (and how they’re asking for it), and ensuring your content is structured for trustworthy AI-generated answers.
Why it matters:
The “Great Decoupling” of impressions and clicks
AI-generated summaries are changing user behavior. Research shows that when AI overviews appear in Google’s search results, users are significantly less likely to click on traditional links that follow. This shift, dubbed the “Great Decoupling,” means impressions and clicks no longer rise and fall together. For healthcare brands, this demands a rethink of how success is measured.
Five core tactics for GEO success
Based on industry research, agency POVs and the healthcare space, here are five strategies to future-proof your brand for AI search:
1. Hyper-personalize content
Use behavioral and real-time data to tailor messaging. Hyper-personalized content aligns with user intent, not just keywords. GenAI engines prioritize content that aligns with nuanced, context-rich questions. For example, instead of general content about "diet for Type 2 Diabetes," GEO distinguishes between the hyper-specific intents of "can I drink coffee if I have diabetes?" and "fruits with high glycemic index." Understand diverse patient needs and build relevant content that responds to them.
2. Optimize for passages, not pages
In GEO, optimizing passages or 'chunking' is the practice of answering specific queries in self-contained passages or chunks of content designed to be the best possible answer to a narrowly defined question or intent. Structure content into self-contained chunks that answer specific queries. For example, build a concise FAQ page using questions discovered through social listening.
3. Use GenAI and social listening for discoverability research
Mine platforms like Reddit and TikTok for emotionally charged statements and real patient language. Prompt GenAI tools to surface relevant idiomatic phrasing, emotionally charged statements and requests for assistance or advice. Then stay vigilant – continually monitor AI responses and correct misinformation.
4. Serve content to both humans and AI systems
Use schema markup, HTML, lists, tables, comparisons and Q&A formats where appropriate. Integrate AI assistants onto digital properties as part of your long-tail GEO strategy. Avoid JavaScript-heavy pages that GenAI engines can’t currently parse. Use a natural, conversational tone in all content.
5. Optimize all your channels for discoverability
GenAI engines pull from multiple sources whereas traditional SEO models pull primarily from your website. This includes social media posts, Reddit threads,
YouTube transcripts and Wikipedia entries. Ensure consistency, credibility and engagement across platforms. Partner with social media and PR teams to highlight credible voices (HCPs, patients, scientific citations).
Healthcare’s trust challenge
According to the 2025 Edelman Trust Barometer, patients are increasingly skeptical of institutions and turning to digital channels for health information. This makes AI visibility not just a technical goal but a reputational one. Brands must earn legitimacy by showing up in LLMs with expertise, empathy and relevance.
What brands can do now
The IPG Health ecosystem is prepared to lead clients through this transformation. That means auditing how LLMs "know" your brand, mapping real patient queries and building content that’s both human-first and AI-friendly.
Gen AI is rewriting the rules of search. For healthcare brands, GEO isn’t optional, it is foundational. Brands that embrace this shift will stay visible, trusted and influential in the AI-powered future of health.
By Maya Avrasin, Group Director, Engagement Strategy, AREA 23; Bryan Gaffin, Executive Creative Director, FCB Health New York; Casey Ross, Group Director, Social Media Strategy, FCB Health New York; Annie Foster, Group Director, Social Media Creative, IPG Health; Ana Asano, Director, SEO, SOLVE(D)
