AI In Healthcare

AI In Healthcare | ia en salud | Marketing Doctors | Two babies representing Google and ChatGPT show different AI responses to a migraine query
Table of Contents

Google AI and ChatGPT Show Very Different Results

AI in healthcare marketing requires multi-faceted strategies. That’s because AI tools like Google’s Gemini (AI Overviews) and OpenAI’s ChatGPT deliver radically different answers and shape user behavior in unique ways.
A July 2025 study from BrightEdge found a 62% divergence between the recommendations provided by Google’s AI Overviews and ChatGPT for the same healthcare queries.

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Gemini vs. ChatGPT: Different Functions, Different Outcomes

Before we dive deeper, it’s important to understand how these AI systems are changing the landscape of healthcare decisions.

AI in healthcare spans across:

  • Diagnostic support (radiology, pathology)
  • Administrative automation (scheduling, coding)
  • Patient engagement (chatbots, reminders)
  • Predictive analytics (readmission risks)
  • Personalized treatment plans (via NLP and machine learning)
  • Understanding these differences is key to your strategy, because where and how you appear can change who finds you and what they do next.

Google’s Gemini behaves like a research assistant, sending users to established authorities like Mayo Clinic or CDC.
ChatGPT, however, acts like a decision coach, suggesting tools like Zocdoc or offering direct answers with no links.

If your healthcare company shows up in only one of these AI experiences, you’re invisible to half your future patients.

Why This Matters, Plain & Simple:

Patient behavior is shifting quickly.

Patients no longer just “Google and click.” They ask AI and act. If your clinic, wellness brand, or health-tech platform only appears in one AI ecosystem, you’re missing out on:

  • Half of your potential leads

For example, a parent searching for “best ADHD treatment near me” may be shown CDC articles in Google, but in ChatGPT, they might be referred directly to a telehealth service that books appointments. These are entirely different user journeys with distinct commercial outcomes.

  • Top-of-funnel discovery from Google AI – Bottom-of-funnel conversions from ChatGPT tools
  • This isn’t just about visibility; it’s about influence.

Each engine is shaping decisions in very different ways:

  • Gemini (Google) builds trust by showing expert sources
  • ChatGPT drives action by recommending tools and providers

Picture this: A patient in Nashville searches for “AI for chronic pain management.” Gemini might direct them to research on AI in diagnostics from NIH. ChatGPT might recommend a local integrative medicine clinic using AI-enhanced pain management—and include a phone number to call.

If you’re not optimizing for both, you’re handing patients to your competitors who are.

Why You Need to Optimize for Both Google and ChatGPT

Gemini prefers:

  • Long-form structured data
  • Authoritative domain links
  • Precise technical schema

ChatGPT prefers:

  • Plain text summaries
  • Answerable FAQ
  • Tool-based JSON and Markdown

How to Optimize Your Content for Google AI (Gemini)

  1. Nail Technical SEO:
    • Structured data (FAQ, HowTo, MedicalWebPage schema)
    • E-E-A-T signals (author bylines, citations)
    • High-quality internal linking
  2. Answer Authoritatively. Use keywords like:
    • “What is the role of AI in healthcare”
    • “Why is AI important in healthcare”
    • Cite trusted institutions (CDC, NIH)
  3. Add Clarity for AI Overviews:
    • Use H2/H3s that match popular queries
    • Write concise, answer-box-ready intros (1–3 sentence answers)

How to Optimize for ChatGPT and Other LLMs

Json Example | Marketing Doctors
Here are some practical ways to start aligning your strategy with how LLMs work. Dual optimization isn’t optional, it’s essential. The smartest healthcare marketers today are preparing every page to serve both AI engines and real patients alike.
  1. Publish Machine-Readable Content
    • Use Markdown for summaries and FAQs
    • include clear file structure for scraping (e.g., /data/llms.md)
  2. Add llms.txt and ai.txt
    • Create permission files in the `.well-known` folder
    • ignal licensing, crawl permission, and preferred data use
  3. Create JSON Bundles for Each Page Example:
    • { “query”: “how is ai used in healthcare”, “source_article”: “<cleaned markdown summary>”, “serp_urls”: [“https://mayoclinic.org”, “https://yourbrand.com”], “type”: “decision-support” }
  4. Provide FAQs in Markdown or JSON-LD
    • Question/answer format
    • Include your brand in citations: “According to [Your Brand]…”

Future-Proof Strategy: How to “Travel” Across LLMs

Don’t just write content. Write content packages that can be interpreted by:

  • Gemini (Google AI)
  • ChatGPT (OpenAI)
  • Claude (Anthropic)
  • Perplexity
  • Meta LLaMA and others

Your content package should include:

  • HTML page
  • JSON content summary
  • llms.txt or ai.txt
  • Schema
  • Source citations

Actionable Next Steps for Healthcare Practices

Before you start, remember that optimizing AI isn’t just about visibility. It’s about influencing the patient journey across multiple platforms.
  1. Identify which LLM or AI engine delivers your best traffic
    • Use analytics to check referral paths from ChatGPT or Gemini
  2. Create a technical checklist for each blog or landing page:
    • Schema
    • Markdown FAQ
    • JSON bundle
    • llms.txt or ai.txt
    • Strong call-to-action
  3. Check how you appear in both engines
    • Ask: “How is AI used in healthcare in [city]?” in ChatGPT and Google
    • Document if/where your brand appears

AI in the Healthcare Industry

The AI landscape isn’t settling, it’s splitting. Healthcare businesses that treat Google and ChatGPT the same will fall behind. The ones who tailor their content for each platform’s strengths will dominate both discovery and conversion.

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Need Help With Your Healthcare Business?

We offer no-obligation strategy calls and AI audits for businesses, especially in health.
If you’re unsure how to begin and want to play in the AI in healthcare space, let’s talk.

Ai In Healthcare FAQs:

How can my clinic show up in AI tools like Google Gemini and ChatGPT?

You need to optimize for both engines. Gemini favors structured SEO, schema, and authoritative links; ChatGPT favors readable content like markdown, FAQs, and JSON bundles.1
Gemini prioritizes long-form structured data, authoritative links, E-E-A-T signals, and schema formats like FAQ and HowTo. 1
ChatGPT pulls from plain-text summaries, markdown-based FAQs, branded citations, and well-labeled JSON content.1
Use llms.txt or ai.txt in the .well-known/ folder, and publish JSON bundles with source, query, and type tags.1
A JSON bundle provides LLMs like ChatGPT with clean, structured metadata about your page — including query targets, source summaries, and decision types.1
Each tool reaches different patient types: Gemini supports top-of-funnel discovery, while ChatGPT drives bottom-of-funnel decisions. Being visible in both doubles your lead potential.1
Marketing Doctors creates dual-optimized content packages including schema, JSON, markdown FAQs, technical SEO, and file-based AI signals to ensure your clinic is discoverable by both Gemini and ChatGPT. 1

Yes. Marketing Doctors offers no-obligation strategy calls and AI visibility audits specifically for healthcare and wellness brands. 1

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