How healthcare communicators can boost their organization’s reach and reputation through AI-Generated answers. 

Not too long ago, as communicators and marketers, we measured the effectiveness of our work through metrics such as SEO rankings, media impressions and website traffic. We also may have looked for increases in patient inquiries, visits or procedures resulting from media stories or online content to demonstrate our impact, but that was hard to quantify. 

Today, web links aren’t the first things people see when they do an online search.  Instead, AI answers are at the top of every search with information pulled from credible sources, creating a new way for our organizations and experts to be represented prominently when people search for doctors, treatments, services, and answers to health questions. 

Now, when we publish useful, evidence-based content, and earn coverage from trusted news organizations and industry publications, we are much better positioned to become visible in AI-generated answers or, as some call it, generative engine optimization (GEO). 

This new world opens the door for our work to become even more impactful. 

What content does AI rely on?

Muck Rack’s research on AI brand visibility published in February 2026 found the following after analyzing more than one million links cited by AI tools:

• 95% of AI citations came from non-paid media. This includes news releases and owned pages that emphasize facts and well-organized, credible information.
• 89% came from earned media (news articles, third-party blogs and industry analysis). High-trust outlets are consistently referenced including major news outlets and trusted industry-specific publications. 
• 27% came specifically from journalistic content, especially because of its timeliness.

Muck Rack’s update to the statistics in May 2026 came up with essentially the same stats. Note that the field is evolving and not all AI platforms rely on the same exact sources; Chat GPT may put more weight on one type of source or news outlet compared to Claude or Gemini, for example. And how recent the article appeared is also a factor.

Our advantage in healthcare communications

Those of us skilled in creating content that answers real questions on the minds of our audiences can help our organizations become trusted sources. We are fortunate because in healthcare, there is a wealth of news and information to communicate, and along with it, many opportunities to develop visibility and earn trust. If you look, you will always find good stories and relevant information about health and wellness to convey, especially related to research findings and new treatments. 

Think beyond the news release

A research announcement can become:  

• A news release clearly explaining the findings or new therapy
• An FAQ about the research and condition it addresses
• A physician interview (video or text)
• A patient story
• Social media content where audiences can comment and share your message
• A podcast interview
• An article in an internal newsletter
• A community event that features your experts 
• An infographic

Link these assets to each other whenever appropriate to maximize the chance of visibility.

Make your experts visible:

• Generate media coverage – articles from national, regional and respected trade publications demonstrate credibility and newsworthiness and increase AI visibility. 
• Develop external and internal speaking engagements for experts at community events and at professional or philanthropic gatherings.

Develop online answers to common questions that people ask AI related to your organization’s strategic areas, such as:

• Cardiology – What are symptoms of a heart attack?
• Cancer – What is immunotherapy?
• Neurology – what are the early signs of dementia and how is it different from Alzheimer’s disease?
• Women’s Health – What screenings do I need after age 50?
•  Children’s Health – When does a fever require medical attention?
• Mental Health -What are the signs of anxiety and when should I seek help?
• Sports Medicine – How long does recovery take from a torn ACL?

The bottom line

As healthcare communicators, we have always translated complex medical concepts into information that patients, journalists and the general public can understand and trust. 

And now, as AI becomes an increasingly important gateway to health information, those same skills play an even more significant strategic role in shaping how our experts and organizations are found, understood and valued. Those efforts also can translate to patient appointments and revenue, which means we may be impacting the financial health of our organizations as well.  

How is your team adapting your content strategy for AI visibility?

Contact: 

Ellen Beth Levitt

eblevitt@gmail.com