Not only are patients and customers rapidly depending on artificial intelligence for answers to health questions; AI also underpins conventional web searches more and more. Many readers of this site are experiencing the shift for themselves, and it is confirmed by the observations of Jorge Fimbres, Digital Marketing Director at Envision Health.
The immense consequences of this shift are explored in our recent interview by Fimbres along with, Tim J. Busche, Co-Founder, President, and CEO, and Kelley O. Smith, Chief Clinical Officer. They point out that each organization is responsible to ensure the information about them in AI and web searches is accurate.
More than that, search results must be readable and relevant. No “marketing babble” or “mumbo jumbo” related to compliance, Smith says. A patient trying to understand what the doctor is saying or doing should get what they need: what to expect when they go in the hospital, for instance.
What must an organization do to adapt to the new search expectations. Busche summarizes the approach as a “deep understanding” of what the organization is doing—no fluff. He recommends always consulting clinicians.
Fimbres talks about understanding exactly what you do and why users should care. Understand your audiences, their pain points, and what topics they’re asking about; “real solutions,” he says, and “also support a deeper dive.”
The path to better search results starts deciding on a strategy. Busche calls on organizations to set clear objectives and then find low-hanging fruit. Smith suggests starting where people are searching the most, and where the information is most important to them; perhaps the oncology or cardiology departments.
Busche discussed how Envision Health used the techniques they propound in updating their own web site. They wanted to show clients the results they obtained, to prove they have a winning approach. How can you trust an agency that hasn’t proven it works for themselves? The update also had to update some big recent strategic shifts, including the addition of direct-to-consumer services to their B2B strategy.
To share more of their experience and knowledge on this subject, Envision Health recently published an eBook sharing how you can “Turn AI into your website’s superpower.” Be sure to download the free eBook to learn more.
And the update is not “set it and forget it”—they plan to keep improving over time, and advise clients to do the same.
Check out our video interview with Envision Health to learn more about optimizing for new AI search.
Learn more about Envision Health: https://www.envisionhealth.com/
Envision is a sponsor of Healthcare Scene
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