By EGC Group At first glance, healthcare might appear insulated from the rapid disruption brought on by artificial intelligence. After all, patients still want guidance from trained, trusted medical professionals. Recent data suggests, however, that while trust in clinicians remains strong, how patients seek health information is changing (and quickly). EGC looks at this data and how it reflects these current changes. The Rise of AI in Health-Related Searches According to research from Rock Health, a leading digital health research and analytics organization, AI-powered tools, particularly large language models (LLMs), have become common starting point for health-related questions. This shift carries important implications not only for clinical care, but also for how healthcare organizations communicate, educate, and position themselves in a digitally evolving landscape. Rising Demand: Why Patients Are Turning to AI The rapid adoption of AI in healthcare reflects a familiar economic principle: supply follows demand. Across industries, technology companies are racing to meet user expectations for instant, conversational, and personalized information. And healthcare is no exception. As patients have become accustomed to on-demand digital experiences, many are now extending those expectations to health and wellness. Users are increasingly consulting AI tools for symptom questions, treatment overviews, medication explanations, and general health guidance. And they are doing so often before engaging directly with a clinician. This trend does not indicate a rejection of professional care. It instead suggests that patients are arriving at healthcare encounters more informed, curious, and influenced by AI-assisted information than ever before. From Telehealth to Chatbots: The Evolution of Online Healthcare The COVID-19 pandemic dramatically accelerated the adoption of digital health channels. Telehealth visits surged in 2020 and have since become a normalized part of care delivery. During this period, patients also grew more comfortable seeking health information online through provider websites, hospital systems, government agencies, and trusted medical publishers. Today, a newer digital layer is becoming visible: AI-driven chatbots and LLMs. While traditional health websites are still widely used, conversational AI offers something different: An always-available, interactive experience that feels personalized and responsive. This development has introduced two parallel realities: Healthcare institutions tend to adopt AI cautiously, with governance, regulation, and patient safety top of mind. Consumers, by contrast, are experimenting freely with AI tools on their own terms. Charting the Course of LLMs in Healthcare Rock Health offers an in-depth description of this dynamic using the “tortoise and the hare” analogy. Healthcare organizations, like the tortoise, are proceeding methodically by piloting AI, establishing guardrails, and considering long-term implications. Consumers, meanwhile, are acting like the hare as they rapidly embrace LLMs to manage aspects of their health independently. Rock Health’s 11th Consumer Adoption of Digital Health Survey illustrates just how significant this shift has become: one in three U.S. adults (32%) reported using an AI chatbot for health-related information, which is double the percentage from the previous year. This growing usage places new pressure on healthcare professionals and organizations. Patients are increasingly shaped by AI-influenced information either before walking into an exam room or searching for providers, services, and treatment online options. Clinical, Ethical, and Safety Considerations Despite growing adoption, significant concerns remain, and rightly so. Rock Health highlights the questions many healthcare professionals are asking: “How accurate is AI-generated health information?” “Are recommendations appropriate for individual users?” “What protections exist for vulnerable populations?” “Who is accountable when AI responses are incorrect or misleading?” These concerns are especially important given that generative AI tools can seem authoritative while lacking clinical nuance, full context, or accountability mechanisms. Yet even with these limitations, the trajectory is clear: AI is now part of the health information ecosystem. The challenge is no longer whether AI will influence patient behavior, but how healthcare professionals and organizations will respond. What This Means for Healthcare Marketing and Search Visibility As patients increasingly rely on AI tools to orient themselves, healthcare organizations must think differently about how they appear in digital and AI-powered discovery environments. AI systems draw from existing online content, including clinical websites, educational materials, structured data, and trusted sources of authority. Organizations that provide clear, accurate, patient-friendly information are more likely to be surfaced, cited, or referenced in AI-driven responses. For healthcare marketers, this means: Prioritizing authoritative, accessible health content Ensuring accuracy, clarity, and consistency across digital properties Positioning clinicians and organizations as trusted guides—not just service providers Navigating the AI Landscape with Confidence AI will never replace the expertise, empathy, and judgment of healthcare professionals. But it is reshaping how patients gather information, form perceptions, and choose where to seek care. For healthcare organizations unsure how to navigate this evolving landscape, EGC Group brings deep expertise in healthcare marketing and digital strategy. Our team helps organizations understand where, when, and how patients search for information, from traditional channels to emerging AI-driven interfaces. Visit our Health & Wellness page to explore our approach, experience, and case studies. We help position healthcare organizations as trusted, go‑to resources for patients seeking credible medical information and care, both near and far.
