Readers Write: Healthcare Search Strategy Needs a Reboot

Healthcare Search Strategy Needs a Reboot
By Harsh Bhatt

Harsh Bhatt is  executive director of AI and analytics at Praia Health.

With policy changes out of Washington impacting reimbursements, the need for health systems to attract and retain commercially insured patients will become critical. These patients are not only the most profitable, but also the most digitally savvy and the most likely to comparison shop for care.

Health systems have invested years and millions of dollars building digital front doors and acquisition funnels to capture these patients. Unfortunately, those once-proven funnels are quietly eroding beneath the surface, disrupted by something few health systems have yet to account for: AI-powered search.

Despite continued investment in SEO and content creation, leading health systems are seeing a 10% or greater decline in search traffic, even while maintaining high search rankings. AI-powered answers and summaries are increasingly satisfying patient questions at the top of the results page, leaving no need for them to click through to their local health system’s website.

Patients are still searching, but fewer are actually reaching a health system’s digital front door. Since the launch of these AI-powered features, click-through rates from search have dropped by more than 30% across industries.

The problem isn’t just visibility; it’s redistribution. Generative AI tools are favoring national brands like Cleveland Clinic, Mayo Clinic, and Johns Hopkins, as well as commercial providers like Amazon and Teladoc. These entities aren’t winning traffic solely because of name recognition. They are winning because their content is structured for machine readability and optimized for citation by generative algorithms.

This is a fundamental shift. Most patients no longer begin their digital care journey on a health system home page or even a service line page. Increasingly, they begin, and often end, their journey with a generative answer.

To stay competitive, health systems must reimagine not just how they drive traffic, but how they capture and convert it. Traditional SEO is no longer enough. The new frontier is Answer Engine Optimization (AEO) and Generative Engine Optimization (GEO), strategies that organize content in conversational Q&A formats, use structured data and schema markup, and position information to be picked up by AI-driven search experiences.

But even if that click is won, the digital journey can’t end at a static landing page. Unless the next step is personalized, immediate, and intuitive, the opportunity to engage that patient disappears. Health systems need to have intuitive consumer identity and experience on-ramps embedded throughout their digital properties.

Every visitor is more valuable than ever. Health systems must deliver personalized, logged-in experiences that build loyalty and drive retention. When a patient lands on a site, the experience should adapt to who they are, what they need, and how they prefer to engage. Guided navigation, tailored service recommendations, and contextual digital support aren’t just nice-to-haves – they are required to reduce friction and move people closer to care.

Search isn’t dying, but the way patients use it is changing fast. The digital strategies that worked even two years ago are no longer sufficient. Health systems must pivot quickly to remain discoverable, credible, and competitive in the AI-shaped search landscape.