Marketers have spent years optimizing for Google. But in healthcare, the audience has already moved on. Two thirds of physicians and three quarters of patients now turn to AI when they're researching a diagnosis, and even Google leads with an AI summary instead of ten blue links.
es through Claude, ChatGPT, Gemini, Perplexity, half phrased the way a physician would ask and half the way a patient would, and sorted all 777 sources that came back.

Brand content barely showed up. And as the chart below shows, the sources AI relied on changed completely depending on who was asking. Physicians got peer-reviewed literature, with academic journals cited four times as often as in patient answers. Patients got consumer health and news sites instead. The polished product pages and SEO content most brands invest in hardly entered the conversation.

If this is what AI search looks like in healthcare, every industry should be asking the same question. Visibility isn't about ranking your website anymore. It's about being part of the evidence AI trusts, and that evidence looks different for every audience you're trying to reach.

Zayed Yasin, our healthcare lead, breaks down what this means for life science marketers and how to start shifting budget toward the content AI actually cites: writer.com/blog/ai-engine…

In their new Forefront article, @ZayedYasin, @neel_shah, and @DBatesSafety of @Get_Writer, @Harvard, and @harvardmed argue that a well-defined framework for classifying health care AI systems based on their risks and potential benefits is urgently needed. bit.ly/3KOR3X2

My new column about the Gaza war and the mutual dehumanization that is the most savage I’ve ever seen it in decades of on-the-ground reporting in the region. A sad column to write: nytimes.com/2023/11/01/opi…

Why Healthcare GenAI is not your father's AI open.substack.com/pub/zayedyasin…

Predictive AI has struggled to impact healthcare delivery, due to a fundamental mismatch between the technology and work to be done. Generative AI is different - rather than making predictions of dubious utility, GenAI can actually do work

Another example of colonial health funding/control. Judge said ⁦@GlobalFund⁩ “smearing of IRD and maintaining false assertions against IRD is without, any question, intentional”. We need new paradigm of funding/financing ⁦@richardhorton1⁩ thelancet.com/journals/lance….

As we learn more and more about how financial forces & profit motives drive our hospitals, exploit workers, and harm patients, @sanjaykishore31 and I often wondered: who is actually in charge of our health systems?

To shed light, we looked at the boards of top US hospitals.

1/x

The word is out, we raised from @GVteam. We tend to be low key about financings since they aren't the focus, our patient impact is.

Much more to share about the amazing work our team is doing on the ground!

bhbusiness.com/2023/02/06/goo…

If you are building, selling, evangelizing VBC/Population Health models, I am releasing two courses on Understanding and managing Quality and Risk programs. My promise to you is that these will improve your ability 3x to manage and hold conversations. …on-health-professionals.teachable.com

Absurd that @Google, the best UI/UX company in the world, is partnering with an EHR famous for looking like it’s still 1984 statnews.com/2022/03/15/goo… via @statnews

How the history of American healthcare is shaping its digital transformation link.medium.com/deLP1JUEhlb

I see 100's of digital health companies - have started to see a pattern. Companies that give clinicians a voice in the process and a seat at the table of digital health product development generally do better than those that don't. The best companies have a Chief Medical Officer

Moving doctor’s visits online is not a tech company

Corollary:

The house the “front door” leads to matters. What did you build it with?

Part-time labor, cheap materials, lax oversight, multiple contractors?

You’ll build faster & with higher margin.

Let’s see if it stands tests of time, weathers storms, and settles in well.

As digital “front doors” come together with virtual + in-person care, we are missing a key fact.

The more issues you have, the more trade-offs + health interdependencies exist.

Easy access to multiple transactional services doesn’t naturally lead to better holistic care.

Tax exemptions for nonprofit hospitals: It’s time taxpayers get their money’s worth statnews.com/2021/04/05/tax… via @statnews

Q: How do you tell the difference between a for-profit and a non-profit hospital?

A: The non-profit C-suite has nicer offices.

Our role as doctors includes advocating for our patients, but the healthcare system can’t fix poverty - only social change can do that

It is wonderful to have poetry embedded in the Super Bowl and the talent of @TheAmandaGorman to celebrate so many heroes making our world better in such a hard time.

Every house should have this mdlife kit ... @ZayedYasin has created something perfect for our new normal ... get yours at mdlifekit.com