How generative AI Overviews are transforming healthcare...
Google has long been a pioneer in revolutionizing the way we interact with the web, shaping and responding to consumer behavior. In the healthcare industry, Google's influence is undeniable, with online search surpassing provider referrals as the primary method for choosing a new primary care provider, according to a survey of 1,000 healthcare consumers conducted by Press Ganey.
Google's Impact on Healthcare Decision Making
Google's introduction of the Local 3-Pack in 2015 marked a significant shift in how people make decisions about healthcare providers and organizations. This feature displays the top three businesses deemed most relevant by Google at the top of the search engine results page, making it easier for consumers to access care, particularly for those who start their search with location-specific queries.
Over the years, Google Search has evolved to become more AI-driven and personalized. In November 2022, OpenAI launched ChatGPT, a platform that leverages transformer technology to generate user-friendly responses, especially for complex topics. This advancement led to the rapid adoption of ChatGPT, with Microsoft integrating it into its search engine in 2023.
The Rise of AI Overviews
In response to ChatGPT, Google introduced AI Overviews, a feature aimed at providing users with personalized and accurate information sourced from trusted healthcare domains. This AI-generated content pulls data directly from websites and third-party sites, requiring healthcare organizations to take control of their online listings.
Transforming Healthcare Organizations
As AI Overviews and similar technologies continue to evolve, the quality of healthcare search results is expected to improve, offering consumers faster and more precise answers to their queries. Healthcare organizations can leverage these advancements to attract more visitors to their websites and gain a competitive edge in the industry. Press Ganey offers consumer experience strategies and tools to help navigate this ever-changing landscape.
To learn more about how Press Ganey can assist with developing a consumer experience strategy, reach out to speak with a CX expert.
